The 5 Key Elements of a Better B2B Content Marketing Strategy

A Better B2B Marketing Clinic

@Brainrider | @Nolin

Nolin&LeChasseur&is&your&presenter&today.&&&&&He&is&a&founding&partner&at&Brainrider&where&he&specializes&in&customer<focused&thinking,&marke?ng&strategy,&and&marke?ng&technology.&&&

Better Content is…

•  Driven by objectives •  Customer-focused •  Demonstrates subject

matter expertise •  Supports your programs •  Easy to publish & share •  Measurable performance

YOU

ARE

HERE

(Your Customer is here) @Brainrider | @Nolin

Better content !is not about !

you.

Customers Want Content That Helps Them Solve Problems…

@Brainrider | @Nolin

… Aligned To Their Buying Decision

5"

If your customer is asking:

What’s my problem

How do I fix my problem

Are you right for me

They want:

Education & Thought Leadership

Solutions & Product Suitability

Credentials & 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 & how does it work

• Solution comparisons • Pitfall analysis • Readiness & suitability assessments

• How do I choose a vendor

• Pricing • Bench strength demonstration

• Case studies • ROI/TCO • How to buy • Working with us

@Brainrider | @Nolin

… Aligned With Your Programs

If your customer is asking:

What’s my problem

How do I fix my problem

Are you right for me

They want:

Education & Thought Leadership

Solutions & Product Suitability

Credentials & 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 & how does it work

• Solution comparisons • Pitfall analysis • Readiness & suitability assessments

• How do I choose a vendor

• Pricing • Bench strength demonstration

• Case studies • ROI/TCO • How to buy • Working with us

Program Objective:

ACQUIRE&PROSPECTS&

NURTURE&PROSPECTS&

DETERMINE&SALES<READINESS&

@Brainrider | @Nolin

How to Build A Content Strategy

!  Prioritize measurable objectives

!  Articulate the business you’re in using customer terms

!  Profile your target customer segments

!  Identify content that’s working now

!  Develop content aligned with what your customer wants to know

@Brainrider | @Nolin

Prioritize Measurable Objectives

8"

Acquiring"Prospects"

!  Identify themselves & give permission for contact

Nurturing"Prospects"

!  Recently active, or re-activated

!  Engage with your content

!  Segment: Tell you what they want to know

!  Segment: Tell you more about themselves

Determining"Sales"

Readiness"

!  Meet MQL/SAL criteria

!  Signal readiness to buy

Genera;ng"Awareness"

!  Find you & your expertise

How"many"qualified"customers…"

PROSPECT&

MQL/SAL&

ACTIVE&PROSPECT&

VISITOR&

&&

@Brainrider | @Nolin

We’re In The ____________ Business

9"@Brainrider | @Nolin

Profile your target customer •  Who are you talking to?

•  Are there specific groups or segments? •  Think beyond firmagraphics

Who&are&your&3&best&customers?&Who&is&your&perfect&customer?&

Who&are&the&buyers,&influencers,&stakeholders?&What&key&events&or&ini?a?ves&are&crea?ng&a&need?&

10"@Brainrider | @Nolin

What content is working today?

•  What content do you share today? •  What is it about? •  How do you choose it? •  How is it organized and merchandized? •  Which assets are most engaging? •  What does your audience like about it? •  How can it be further leveraged?

11"@Brainrider | @Nolin

Now align with what your customer wants to know

@Brainrider | @Nolin

Identify customer needs & pains

•  How to … •  How do I … •  Do I need more/less … •  Should we … •  Comparing … •  Choosing a …

@Brainrider | @Nolin

How the process might look

14"

Organize by customer needs & pains

How the end result should look

@Brainrider | @Nolin

Resources For Better B2B Marketing

For more helpful B2B Marketing content, visit: @Brainrider

www.linkedin.com/company/brainrider

Resources: brainrider.info

Articles: brainrider.com/blog

Go to Brainrider.com/Nolin

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