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

Scott@Brainrider.com

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