B2B DIGITAL CONTENT
MARKETING STRATEGIES
2
TRADITIONAL MEDIA
Owned Paid Earned
Newsletters Radio
TV
Billboards
Word of Mouth
News Coverage
3
DIGITAL MEDIA
Owned
Paid
EarnedeDM
Social Media
Website
Blog
Social Media
Display Advertising
Search Engine Marketing
So...
4
BASIC STRATEGY
Owned
Paid
Earned
How can we use Owned and Paid
Media to increase Earned
Media coverage?
!
How do we ensu...
5
QUESTIONS
1.What’s the problem, what’s the goal?
2.What is the most useful or entertaining
thing the brand can say?
3.Wh...
THE PROBLEM
7
PROBLEM
‘We do great work, we want to
ensure current and future clients
know about it.’
8
SOLUTIONS
Focus on the ‘why’, put it front
and centre of all communications, not
the ‘what’. Give your brand’s values
pr...
9
SOLUTIONS
Take the audience on a
journey: give them an
insider view on how you do
what you do.
10
SOLUTIONS
Display your expertise:
• Create ‘hero content’ such as detailed case studies or
information driven blog post...
CONTENT
12
CONTENT DISTRIBUTION
eDM
WEBSITE
SOCIAL INDUSTRY
SOCIAL MEDIA
14
SOCIAL MEDIA MYTH
Myth: You need to be everywhere
all the time. Pinterest, Instagram,
Facebook, Twitter.
!
Fact: Do one...
15
FACEBOOK
• Appeals to a wide market from
teens to retirees.
• Features detailed audience
analytics.
• Can add images an...
16
LINKEDIN
• Appeals to professionals.
• Can add images and video easily.
• Is a less competitive platform,
currently und...
17
TWITTER
• Large audience potential when using
the right hashtags.
• The ability to align the brand
with trending social...
18
INSTAGRAM
• Rapidly growing platform.
• Becoming widely used by luxury
brands.
• Advertising to begin within the next
y...
19
GOOGLE+
• Highly influences a website’s
placement in search.
• Google Hangouts provide an
interesting online/offline
cr...
20
PLATFORM USEAGE
INSTAGRAM
LINKEDIN
TWITTER GOOGLE+
FACEBOOK
REGULARLYADHOC
MEASURE
22
GOOGLE ANALYTICS
23
SOCIAL MEDIA INSIGHTS
24
RECOMMENDATIONS: CONTENT
• Define the Brand Values and develop content around them.
• Research other B2B communications...
www.artisandigitalcommunications.com
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B2B Digital Content Marketing

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B2B marketing needs to be impressive. Digitally impressive. But how do you communicate your quality and expertise to future clients without preaching, because we all know preaching equals 'tune out'. Here's a simple overview of how to do it in 25 quick slides.

If you're in Sydney, feel free to make contact and grab a coffee: http://www.artisandigitalcommunications.com

Published in: Marketing, Business, Technology
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B2B Digital Content Marketing

  1. 1. B2B DIGITAL CONTENT MARKETING STRATEGIES
  2. 2. 2 TRADITIONAL MEDIA Owned Paid Earned Newsletters Radio TV Billboards Word of Mouth News Coverage
  3. 3. 3 DIGITAL MEDIA Owned Paid EarnedeDM Social Media Website Blog Social Media Display Advertising Search Engine Marketing Social Media Branded Content Video Viral Marketing
  4. 4. 4 BASIC STRATEGY Owned Paid Earned How can we use Owned and Paid Media to increase Earned Media coverage? ! How do we ensure all Earned Media is capitalised on?
  5. 5. 5 QUESTIONS 1.What’s the problem, what’s the goal? 2.What is the most useful or entertaining thing the brand can say? 3.Who is the audience and what digital touch points do they use? 4. How can we measure success?
  6. 6. THE PROBLEM
  7. 7. 7 PROBLEM ‘We do great work, we want to ensure current and future clients know about it.’
  8. 8. 8 SOLUTIONS Focus on the ‘why’, put it front and centre of all communications, not the ‘what’. Give your brand’s values prominence in the digital space.
  9. 9. 9 SOLUTIONS Take the audience on a journey: give them an insider view on how you do what you do.
  10. 10. 10 SOLUTIONS Display your expertise: • Create ‘hero content’ such as detailed case studies or information driven blog posts and distribute across multiple platforms. • Present at respected industry events where possible. • Don’t preach. Find respected influencers to do it for you.
  11. 11. CONTENT
  12. 12. 12 CONTENT DISTRIBUTION eDM WEBSITE SOCIAL INDUSTRY
  13. 13. SOCIAL MEDIA
  14. 14. 14 SOCIAL MEDIA MYTH Myth: You need to be everywhere all the time. Pinterest, Instagram, Facebook, Twitter. ! Fact: Do one or two things and do them well.
  15. 15. 15 FACEBOOK • Appeals to a wide market from teens to retirees. • Features detailed audience analytics. • Can add images and video easily. • It’s a crowded platform with a lot of advertising. • Good for: content publishing, targeting an audience with advertising.
  16. 16. 16 LINKEDIN • Appeals to professionals. • Can add images and video easily. • Is a less competitive platform, currently under utilised by marketeers. • Advertising can be targeted to industry sector and job title. • Good for: companies distributing expert information, HR recruiting and networking.
  17. 17. 17 TWITTER • Large audience potential when using the right hashtags. • The ability to align the brand with trending social topics. • Can be very time consuming. • Limited visual communication options. • $15k min advertising budget. • Good for: individuals media personalities, using at industry events and joining a conversation.
  18. 18. 18 INSTAGRAM • Rapidly growing platform. • Becoming widely used by luxury brands. • Advertising to begin within the next year. • Good for: capturing ‘moments’ such as behind the scenes content.
  19. 19. 19 GOOGLE+ • Highly influences a website’s placement in search. • Google Hangouts provide an interesting online/offline crossover space for brands, such as live event broadcasting. • Content publishing is very similar to Facebook.
  20. 20. 20 PLATFORM USEAGE INSTAGRAM LINKEDIN TWITTER GOOGLE+ FACEBOOK REGULARLYADHOC
  21. 21. MEASURE
  22. 22. 22 GOOGLE ANALYTICS
  23. 23. 23 SOCIAL MEDIA INSIGHTS
  24. 24. 24 RECOMMENDATIONS: CONTENT • Define the Brand Values and develop content around them. • Research other B2B communications to ensure you are exceeding benchmark standards. • Publish at least one piece of high quality ‘hero content’ on your website per a month, such as a case study or expert insights. • Focus on increasing your presence on LinkedIn. • Use Instagram for exclusive ‘behind the scenes’ content where possible. • Use Social Media and Google Analytics to measure activity and monitor leads.
  25. 25. www.artisandigitalcommunications.com
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