Powering B2B Marketing Campaigns through
Multimedia
WEBINAR
#B2BMARKETING
Powering B2B Marketing Campaigns through Multimedia April 9, 2014
SPEAKERS:
Rachel Foster @CopywriterTO CEO Fresh Perspective Copywriting
Scott Armstrong @Brainrider_SA Partner Brainrider
Erika Kash @erikakash Product Manager, Online Services PR Newswire
MODERATOR:
Powering B2B Marketing Campaigns through Multimedia April 9, 2014
Powering B2B Marketing Campaigns through Multimedia April 9, 2014
Source: Forrester Research Put Distribution At The Heart Of
Content Marketing– 10/3/12
Powering B2B Marketing Campaigns through Multimedia April 9, 2014
Using multimedia in
your releases increases
journalist and public
engagement According to internal sample research comparing press releases that contain multimedia with those that do not.
Powering B2B Marketing Campaigns through Multimedia April 9, 2014
Clients tell us they DO
want to try – or use more – multimedia
Source:PRNews&PRNewswireSurvey,July2013,andBeyondPR“79%ofPRProsBelieveVideoisUnderutilized”bySarahSkerik, PR News/PR Newswire Survey – July 2013
10% 27% 30% 22.6% 8.6%
How often do you include multimedia in press releases?
Never Always
68% is a big
opportunity
76% plan to increase
multimedia
BUT
85%
of content
DOES NOT
include multimedia
1.1% 19.5% 76%
In planning for 2014, do you anticipate your use of visual
storytelling to increase or decrease?
Decrease Increase Stay the Same
Powering B2B Marketing Campaigns through Multimedia April 9, 2014
2009 – 7% 2013 – 15%
Total
Content
Syndicated
Over
PR
Newswire
Powering B2B Marketing Campaigns through Multimedia April 9, 2014
Why? Access. Value. Complexity.
Please select the 3 top reasons that prevent your organization from using Multimedia
Price Availability of
suitable
pictures,
videos, etc.
Uncertainty of
results
Sees
limited/no
value
Just not
interested Compliance Others % of
respondents
90%
80%
70%
60%
50%
40%
30%
20%
10%
81%
54% 49% 37%
21% 12% 9%
Customer Survey Results, October 25 2013
Actionable: Price could be a potential lever to pull; however, it
shouldbeprioritizedafterfixingthe“leakage”points
Actionable: Allow customers to
store and access multimedia
Actionable: Quantify
and communicate value Less Actionable: Challenging to address
Powering B2B Marketing Campaigns through Multimedia April 9, 2014
Client Lens: I Want…
…to understand and demonstrate ROI, on my
multimedia distributions.
…to maximize awareness and engagement, with
easy to use, competitively priced multimedia products.
…media pick-up with my multimedia showcased along
with my text.
…tobeabletotellmy own story.
Why
Multimedia
Matters
#B2Bmarketing
The Evolving B2B Buying Process
#B2Bmarketing
65% of B2B buyers need at least
four pieces of content before they
make a shortlist of vendors.
TechTarget
#B2Bmarketing
75% of senior business
executives watch videos on
business sites every week and
65% of them go on to visit the
vendor’swebsite.
Earnest Agency
#B2Bmarketing
Press releases that contain
multimedia files – such as photos,
videos and documents – receive
a 77% increase in engagement
compared with press releases
that contain text only.
PR Newswire
#B2Bmarketing
Agenda
• The golden rule for creating great content
• Best practices for creating multimedia content,
such as blog posts, videos, downloadable
assets, infographics, press releases and
presentations
• How to tell a consistent story across all of your
multimedia assets
• Q&A
#B2Bmarketing
The Golden Rule for Great Content
Make sure that your content aligns with what your
target audience wants to know and where they
are in your sales cycle.
#B2Bmarketing
Media is only effective if the
information that it features is
relevant to their research and is
helpful for them during the
process.
TechTarget
#B2Bmarketing
61% of respondents agreed that
the winning vendor delivered a
better mix of content appropriate
for each stage of the purchasing
process.
DemandGen Report
#B2Bmarketing
Buyers Need Useful Content to
Make Sound Buying Decisions
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
#B2Bmarketing
Useful content is not
just about you.
Customers Want Content That
Helps Them Solve Their Problems
Übersuggest
#B2Bmarketing
... Aligned to Their Buying Decision
If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:
Education &
Benchmarks
Solution Options &
Product Suitability
Proof Points &
Decision
Support
What to
share
with
them:
•Trends
•Benchmarks
•Analyst coverage
•101 Education
•How-to guides
•How other
people are
solving this
•What is the solution
and how does it work
•Solution comparisons
•Pitfall analysis
•Readiness and
suitability
assessments
•How to choose a
vendor
•Pricing
•Bench strength
demonstration
•Case studies
•ROI/TCO
•Working with us
•How to buy
#B2Bmarketing
Best Practices for Creating B2B
Multimedia
• Blog posts
• Videos
• Downloadable resources
• Infographics
• Press releases
• Presentations
#B2Bmarketing
Blog Posts
#B2Bmarketing
• Create a steady st ream of f resh content
that engages buyers over t ime
• Bring more leads and customers to your
websi te
• Improve your SEO
• Display your thought leadership
• Stand out f rom your compet i t ion
• Increase brand awareness
Why Blog?
#B2Bmarketing
78% of businesses that b log on a dai ly
basis have acquired a customer f rom i t .
V2 Market ing Communicat ions
When Should You Blog?
#B2Bmarketing
Publ ish on Mondays to get the most v iews
or Saturdays to get more comments.
KISSmetr ics
When Should You Blog?
#B2Bmarketing
What Should You Blog About?
#B2Bmarketing
• Write strong headlines
• Include a summary sentence
• Keep it focused
• Format your posts for easy
reading
• Include calls to action
• Include social sharing buttons
Blog Writing Tips
#B2Bmarketing
Videos
#B2Bmarketing
75% of senior business execut ives watch
v ideos on business s i tes every week and
65%of themgoontov is i t thevendor ’s
websi te.
Earnest Agency
Why Should You Create
Videos?
#B2Bmarketing
• When you want to te l l a story
• When you want to show something ( i .e.
product demos or fac i l i ty tours)
• When you want to convey a lot of
informat ion in a short amount of t ime
When Should You Create
Videos?
#B2Bmarketing
• Identify the objective you want to achieve with your
video
• Keep it simple and short - less than 90 seconds
• Use video chapters to tell a longer story; host a
contents index and each chapter on a separate
page for better SEO value and engagement
tracking
• Include a text transcript below your video for better
SEO
• Try a tool like Wistia to integrate video into your
pipeline metrics
• Tell a story
Video Creation Tips
#B2Bmarketing
Downloadable Content
#B2Bmarketing
• Give leads a reason to opt in for your
content
• Qual i fy leads
• Display thought leadership
• Educate leads about your products or
serv ices
• Move buyers through your sales funnel
• Give exist ing customers added value
Why Create Downloadable
Content?
#B2Bmarketing
• You have a product or serv ice that is
lacking enough support ing mater ia ls to
educate buyers and move them along the
sales cycle
• Your current content is o ld and needs to
be updated
• Your object ive is form complet ion
• You want to t rack content engagement
with market ing automat ion
When to Create Downloadable
Content
#B2Bmarketing
Take existing blog posts and turn them into a white
paper or an eBook
Stop selling, start helping
Break it down into digestible bites
eBook and White Paper Writing Tips
#B2Bmarketing
Title Dos and Don’ts:Don’tbeGeneric
Before:
Technical White Paper: Cloud Security
#B2Bmarketing
Title Dos and Don’ts: Do Focus on Your Audience
After:
The IT Manager’s Guide to Enterprise Cloud Security
#B2Bmarketing
Title Dos and Don’ts:Don’tMakeitAll About
You
Before:
ABC Company’s Landing Page Optimization Software
#B2Bmarketing
Title Dos and Don’ts:DoShowthe Benefits
After:
How to Optimize Your Landing Pages: 10 Easy Changes
for Greater Conversions
#B2Bmarketing
TitleDosandDon’ts:Don’tForgeta Subtitle
Before:
How to Reduce Global Shipping Costs
#B2Bmarketing
TitleDosandDon’ts:Don’tForgetaSubtitle
After:
How to Reduce Global Shipping Costs: 7 Ways to Get
Lower Rates Without Delaying Deliveries
#B2Bmarketing
Infographics
#B2Bmarketing
• People are v isual
• Make complex informat ion easy to
understand
Why Create Infographics?
#B2Bmarketing
• You want to make complex informat ion
easy to understand
• You have a v isual s tory to te l l
• You want to create shareable content
• You want to add personal i ty to your data
When to Create Infographics
#B2Bmarketing
Start with the story and then build the graphics
Don’tincludetoomuchtext
Keep it upbeat
Youdon’tneedtouseyourownresearch
Add insights or tips to the data
Resource: www.piktochart.com
Infographic Tips
#B2Bmarketing
Press Releases
#B2Bmarketing
• They help wi th your SEO
• They can get your content in f ront of
journal is ts in your industry
• You can send press re leases to very
targeted journal is ts, b loggers and
industry leaders
• You can use them to dr ive brand
awareness
Why Create Press Releases?
#B2Bmarketing
• You have something newsworthy to
promote
When to Create Press
Releases
#B2Bmarketing
Write a compelling header and sub-header
Include the five Ws in the lead paragraph
Include multimedia
Link keywords back to your landing pages
Includeyourmediacontact’sinformation
Make it social
Press Release Tips
#B2Bmarketing
Presentations
#B2Bmarketing
• They can get your content in f ront of a
wider audience
• They are a good lead generat ion tool
• They help scr ipt the f low of your content
Why Develop Presentations?
#B2Bmarketing
• You want to provide in -depth educat ion
or l ive t ra in ing
• You want to interact wi th your audience
• You are test ing the recept ion of a new
idea or concept
When to Develop Presentations
#B2Bmarketing
Stick to one idea per slide
Use lots of images
Do a tech test
Provide additional resources
Make your presentation social
Encourage live tweets
Upload it to LinkedIn and SlideShare
Use Guy Kawasaki’s30/20/10rule
Provide what’s next links back to your content
Presentation Tips
#B2Bmarketing
Thank You
for
Joining Us!
#B2Bmarketing
For more helpful B2B Marketing content, visit:
Resources: brainrider.info
Articles: brainrider.com/blog
@Brainrider
www.linkedin.com/company/brainrider
Resources For Better B2B Marketing Evaluate your content, website and programs with our
Free Better B2B Marketing Checklist or a
Free 20-minute content consultation
Go to brainrider.com/b2b_cheatsheets
todownloadtoday’spresentationandcontentcheatsheet
#B2Bmarketing
Visit www.CopywriterToronto.com
to check the Fresh Marketing Blog,
download FREE resources or learn
moreaboutRachel’sB2B
copywriting services.
Find resources from this
presentation at
www.CopywriterToronto.com/multimedia.
You can also connect with Rachel on:
Twitter: @CopywriterTO
LinkedIn: http://www.linkedin.com/in/copywritertoronto
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#B2Bmarketing
Powering B2B Marketing Campaigns through Multimedia April 9, 2014
Rachel Foster @CopywriterTO CEO Fresh Perspective Copywriting
Scott Armstrong @Brainrider_SA Partner Brainrider
Erika Kash @erikakash Product Manager, Online Services PR Newswire
THANK YOU
FOR MORE INFORMATION:
US: (888) 776-0942 CANADA: (877) 269-7890