planning and executing a b2b content strategy
DESCRIPTION
This presentation takes a look at how to plan and execute a marketing B2B content strategy with good content for traditional and social media to optimize digital footprint, increase the quality of leads and maximize conversion rate.TRANSCRIPT
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@daniellambert07 | [email protected]
Bringing professionals together around content
Planning & Executing a B2B Content Strategy Using Traditional and Social
Media
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According to Nielson – 2013-08-05
“Brand spend less on paid ads
and more on custom content”
http://www.brafton.com/news/brands-spend-less-on-paid-ads-more-on-custom-content
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Here’s why according to Demand Metric:
“Per dollar spent, content marketing
generates about 3 times as many leads as
traditional marketing and it costs 62% less”
http://www.adrants.com/2013/05/content-marketing-costs-62-less-than.php
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Knowledge Influencers’ Content is Trusted More then Ads …
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… Using Instead Various Accessible B2B Content Tactics
10 of the top 12 B2B content tactics:1. Customer testimonials2. Case studies3. In-person events *4. Online articles5. Videos6. White papers
http://i.marketingprofs.com/assets/images/daily-data-point/effective-content-marketing-tactics-large-b2b-2013.jpg
7. Product demos *8. Webinars/Webcasts 9. Social Media10. Research reports11. eNewsletters12. Blogging
*: Not digital marketing content
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Still, Creating Good Content is Challenging.
http://blog.marketo.com/blog/2012/12/the-contentious-state-of-b2b-content-marketing-infographic.html?fullsize=http%3A%2F%2Fblog.marketo.com%2Fwp-content%2Fuploads%2F2012%2F12%2Fcontentious-state-of-b2b-content-marketing.png
4 top marketing content challenges:
1. Producing enough content
2. Producing engaging content
3. Producing a variety of content
4. Lack of budget
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It Requires You to Find Out Why You Need Good Content …
http://i.marketingprofs.com/assets/images/daily-data-point/effective-content-marketing-tactics-large-b2b-2013.jpg
What Are Your Top Marketing Goals?
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… and then Start Creating Good Content with Persistence and Within your Budget in 7 Easy Steps
http://contentmarketinginstitute.com/2013/05/leaner-effective-content-marketing/
7 Steps to create good B2B marketing content:
1. Research2. Create3. Approve4. Publish5. Promote6. Measure7. Refine and
Repeat
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Step 1 – Research
Step 1 in creating goodmarketing content involves:
a. Discoveryb. Researchc. Curationd. Filteringe. Reading f. Understanding… in collaboration with colleagues andkey influencers.
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Step 2 – Creation
Step 2 in creating goodmarketing content involves the creation of:
a. textb. imagesc. videod. infographics e. social media content… in collaboration with colleagues and key influencers.
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Step 3 – Approbation
Step 3 in creating goodmarketing content involves the approval of your content by your:
a. Colleaguesb. Key influencersc. Your boss andd. Your client(s)
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Step 4 – Publishing
Step 4 in creating good marketing content involves communicating using:
a. Company Web siteb. eNewslettersc. Blogsd. LinkedIne. Twitterf. Facebookg. YouTubeh. Google +i. Other social media
platformshttp://blog.marketo.com/blog/2012/12/the-contentious-state-of-b2b-content-marketing-infographic.html?fullsize=http%3A%2F%2Fblog.marketo.com%2Fwp-content%2Fuploads%2F2012%2F12%2Fcontentious-state-of-b2b-content-marketing.png
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Step 5 – Promotion
Step 5 in creating good marketing content involves optionally promotion as followed:
a. Search engine ad placements (until content marketing gets you to page 1)
b. Social media ad placements
c. Specialized magazine adsd. TV or radio ads
ads
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Step 6 – Measuring
Step 6 in creating good marketing content involves measuring the following:
a. Audience/viewers engagement (on your Web properties and social media presence)
b. Bottom line impact (marginal profit contribution of conversion from leads to total revenue)
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Step 7 – Refining and Repeating
Step 7 in creating good marketing content after carefully examining the results of your measurement involves refining your content with the following:
a. Starting with a small projectb. Repeating the process at
regular intervals with more and more projects
c. Using an editorial schedule to facilitate collaboration and execution of all your marketing content projects