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BEST PRACTICE: Unsexy, compliant and boring? 5 missed opportunities of b2b content marketing, Catherine Toole, Sticky Content

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BEST PRACTICE: Unsexy, compliant and boring? 5 missed opportunities of b2b content marketing, Catherine Toole, CEO, Sticky Content …

BEST PRACTICE: Unsexy, compliant and boring? 5 missed opportunities of b2b content marketing, Catherine Toole, CEO, Sticky Content
INBOUND MARKETING: 12:05 -12.35

Published in: Technology, Business

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  • River Pools and SpasRiver Pools and Spas is based in Ashburn, VA, and went from having no internet presence to becoming one of the top online resources in its industry. They rank in the top 5% of inground pool companies in the country, and they owe a lot of their success to the industry-leading blog they created. Through their educational blog along with their video library, they created one of the most informative resources in the swimming pool industry. As a result, they’ve created incredible traffic and impressive sales from their blog. As a demonstration of their success, eight of their top articles have received a total of 210,762 page views and 2,471 inbound links and generated at least $2,000,000 in sales. These are stats for a single local swimming pool company in Ashburn, VA, that dedicated itself to getting results from content marketing.
  • ‘What you want to think about is who your customers are and what are the issues that are important to them. What are they thinking about? Usually it's about their problems, rather than the name of your product. ‘So what you really want to do is blog about topics that are going to be interesting to your customers before they know who you are.’ Mike Volpe, HubSpotRead the original post here: 3 Case Studies of a Successful B2B Blog | Social Media Marketinghttp://windmillnetworking.com/2011/04/12/social-media-b2b-blog-case-studies/#ixzz2TwcqNlWuThis content is copyrighted and illegal copy of it without explicit permission is not permitted. Follow us: @msocialbusiness on Twitter | maximizesocialbusiness on Facebookouis E. PageThis is the example that I always talk about when I speak on social media.  If an old-school 19th century distributor of mesh and fencing can find something to blog about and generate business, so can your niche B2B business!What is exciting about mesh and fencing?  Nothing.  But businesses need it for a variety of reasons and look for tips and advice on the subject just like any given person looks for information on topics that are important to them.  What better way to give relevant information out to target customers than through a blog which then lands them on your website?Louis E. Page was able to deliver content that their target user was looking for and slowly built up a loyal following of potential customers who they were able to build a relationship of trust with.  They started seeing amazing statistics: A whitepaper on how to use woven-wire fencing to build a horse paddock received more than 1,500 downloads!The Bottom Line: Louis E. Page saw a 850% increase in sales leads since launching their blogLast night, a segment about HubSpot and HubSpot customer, Louis E. Page Inc. was featured on Business Day to show how small businesses (old and new) are finding great success with inbound marketing.  Louis E. Page Inc. is a 116-year old fencing supplier in Littleton, MA that is proving to be a "raging success story for how to use social networking and other online tools to increase sales and sales leads."Ever since Louis E. Page Inc. began using the HubSpotinbound marketing software and added "The Fence Post" blog to its website, the company has experienced a whopping 850 percent increase in sales leads. A little surprised that there is an audience for such a niche product and that a blog about fencing could do so well?  Mike explains:"What you want to think about is who your customers are and what are the issues that are important to them. What are they thinking about? Usually it's about their problems, rather than the name of your product and things like that. So what you really want to do is blog about topics that are going to be interesting to your customers before they know who you are,'' Volpe said
  • Hierarchy, manage stakeholders, have a plan and stick to itDon’t let people write without a who and a why, have governance
  • Our survey says... People don’t get what it is
  • 310
  • When you plan a piece of content, think of all the different ways you might be able to use it. Write the promo content at the same time. Look for ways to spin one idea into several pieces of content. The marketing director’s keynote speech at a client day on the state of the market might become raw material for someone else to turn into a blog post, press release, an e-newsletter item, a short slideshare presentation, several tweets, and so on. Store cupboardThe original content creator may not be the one to do the repurposing, but you need to know ..
  • “we have a really hard time separating content from form. We have a really hard time imagining what something says, what its words are, might be disconnected from how it looks — or more important that if you are thinking about multi-channel publishing, how it looks might need to be different for every platform.” Karen McGrane
  • Ideas are the hard currency of content marketing. You need lots of them, all the time, in a constant flow, so you can pick and choose and curate the best. One of the key things that editors do is they leave stuff out. A good editorial person develops an eye for what could make user-friendly content – and every contribution is grist to your ideas mill.
  • Transcript

    • 1. Unsexy, compliant and boring?5 missed opportunities of b2b content marketing#stickycontent#b2bsummit@catherinetoole
    • 2. London| 18–21 February 2013 | #SESLON
    • 3. What makes content engaging?1. RELEVANCE
    • 4. Image from xkcd.com
    • 5. Yourdomain ofexpertiseYour users‟informationneeds
    • 6. Based on seomoz research
    • 7. Answer a question, grow your content„One of our clients that develops an enterprise softwaresolution has been developing “technology tips” based oncustomer service queries for the past two years.When reviewing analytics last quarter, we realized thesecontent marketing assets contributed to 5% of the overallcontent viewed and 20% of the search queries received.‟Derek Edmond, KoMarketing Associates
    • 8. What makes content engaging?1. RELEVANCE2. EXPERTISE
    • 9. • Would you trust the information presented in this article?• Is this article written by an expert, or is it more shallow in nature?• Does the site have duplicate, overlapping, or redundant articles?• Does this article have spelling, stylistic, or factual errors?• Are the topics driven by genuine interests of readers of the site?• Does the article provide original content or information?• Does the page provide value compared to other pages in search results?• Would you recognise this site as an authoritative source when mentioned by name?• Does this article provide a complete or comprehensive description of the topic?• Does this article contain insightful analysis or information that isbeyond the obvious?• Is this the sort of page you’d want to bookmark, share with a friend, or recommend?• Would you expect to see this article in a printed magazine, encyclopedia or book?
    • 10. Customers are looking for "the real scoop" when they check out a corporateblog, says Debbie Weil, author of The Corporate Blogging Book."The first thing you want to see is something you wont get on the regularcorporate site. The built-in expectation is something more insider, somethingmore direct, more revealing about the product or about the issue…”
    • 11. Blog and video• 211,000 page views• 2500 inbound links from top 8 articles• $2m sales
    • 12. © Sticky Content LimitedThe fence post blog• 850% increase in sales leads since launch
    • 13. What makes content engaging?1. RELEVANCE2. EXPERTISE3. EXECUTION
    • 14. What financial information do investors want fromwebsites?Individual investors are intimidated by overly complex IR sitesand need simple summaries of financial data.Although users like the idea of webcasts, they rarely find thetime. But users like shorter videos to get a sense of who theexecutives are through tone of voice, body language etc.And users often prefer the much derided PowerPointslides.Jakob Nielsen, useit.com
    • 15. How do you create„enough‟ engagingcontent?
    • 16. We’re all publishers now...
    • 17. 4. Publishing structure Have a hierarchyManage stakeholdersDon‟t let peoplecreate content withouta „who?‟ and a „why?‟Have a plan andstick to it
    • 18. 41An extract from the foreword toContent Strategy for the Web(2nd Edition) by KristinaHalvorson & Melissa Rach bySarah Cancilla, Facebook‟s firstcontent strategist.
    • 19. 42Extract from the foreword of Content Strategy for the Web (2nd Edition)
    • 20. © Sticky Content Limited
    • 21. 5.
    • 22. Here’s one I made earlier...
    • 23. © Sticky Content Limited
    • 24. © Sticky Content Limited
    • 25. © Sticky Content Limited
    • 26. TalkBlogpostArticleComments3rd party siterepublishUser generatedcontentRetweetsBookmarksFurther thoughtpiecesBookmarksTrending ontwitterNew ideas fortalks, blog posts
    • 27. • Email subjectline
    • 28. • Homepage teaser• Tweet• Related productslink• Meta description
    • 29. • Landing pagesnippet / A-Z entry
    • 30. • Mobile site
    • 31. • Tablet site“We have a really hard time separatingcontent from form. We have a really hardtime imagining what something says, whatits words are, might be disconnected fromhow it looks — or more important that ifyou are thinking about multi-channelpublishing, how it looks might need to bedifferent for every platform.”Karen McGrane
    • 32. Senior management says no
    • 33. Inspire a culture of content idea generation
    • 34. Thank you for listeningwww.stickycontent.com/surveyemailus@stickycontent.co.uk@catherinetoole#stickycontent; #b2bsummit