B2B CONTENT
MARKETING:
BRIDGE THE
STRATEGY
GAP
CONTENT WORKSHOP

3

‘The Strategy Gap’
LESS THAN 50%
DOES IT MATTER?

EDITIONS FINANCIAL
CONTENT WORKSHOP

4

Channel Overload

EDITIONS FINANCIAL
CONTENT WORKSHOP

5

5 Heresies:
1. TAME THE CONTENT BEAST
2. DON’T THINK DIGITAL
3. IT’S NOT CONTENT STRATEGY
4. AVOID SH...
CONTENT WORKSHOP

6

It’s not about CONTENT
..it’s about MARKETING!
PRODUCE LESS
CONTENT
MAKE BETTER
CHANNEL CHOICES
FOCUS...
>
>

ENGAGE:
4. Qualify: Website
5. Relationship sustain: Magazine/ezine
6. Convert: Video/case-studies
INTERACT:
7. Commu...
CONTENT AUDIT
24 COMPETING ‘CONTENT BRANDS’
CONTENT MARKETING

10

Audit & Refine
Proposition
1. CLARITY
2. CUT-THROUGH
3. CONSIDERATION
4. CO-ORDINATED
5. CHANNEL AP...
>
>

ENGAGE:
4. Qualify: Website
5. Relationship sustain: Magazine/ezine
6. Convert: Video/case-studies
INTERACT:
7. Commu...
CONTENT
PROPOSITION

MEDIA PARTNERS
DM
PR
ATL
OWNED CHANNELS

WEBSITE
VIDEO
CASE-STUDY

CUSTOMER MAGAZINE
EZINES

EVENTS P...
13
CONTENT MARKETING

14

Resources &
Questions
ECONSULTANCY
THE US CONTENT
MARKETING INSTITUTE (CMI)
LINKEDIN ‘CONTENT
STRAT...
Mind the strategy gap- Caspian Woods, Chief Content Strategist, Editions Financial (14:30 - 15:00)
Mind the strategy gap- Caspian Woods, Chief Content Strategist, Editions Financial (14:30 - 15:00)
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Mind the strategy gap- Caspian Woods, Chief Content Strategist, Editions Financial (14:30 - 15:00)

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84% of respondents to the recent CMI B2B Content Marketing survey, who say they are ineffective at content marketing, had no documented strategy.

In this session, Caspian Woods, Chief Content Strategist at Editions Financial demonstrates why you need a strategy for content marketing to be effective in selling relationship-based services in complex B2B markets.

He’ll illustrate how an effective content strategy makes content work harder by defining a clear proposition for different audiences, mapping this across the customer journey, focusing on the most effective channels and offering a clear audit trail for ROI.

He’ll outline the rules B2B brands should follow in devising a successful content marketing strategy. He’ll introduce one of the key tools in strategy planning- the Content Engagement Funnel – and show how it’s a strategic way of approaching content that takes an integrated approach across all channels and media to deepen engagement at each touch-point.

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Mind the strategy gap- Caspian Woods, Chief Content Strategist, Editions Financial (14:30 - 15:00)

  1. 1. B2B CONTENT MARKETING: BRIDGE THE STRATEGY GAP
  2. 2. CONTENT WORKSHOP 3 ‘The Strategy Gap’ LESS THAN 50% DOES IT MATTER? EDITIONS FINANCIAL
  3. 3. CONTENT WORKSHOP 4 Channel Overload EDITIONS FINANCIAL
  4. 4. CONTENT WORKSHOP 5 5 Heresies: 1. TAME THE CONTENT BEAST 2. DON’T THINK DIGITAL 3. IT’S NOT CONTENT STRATEGY 4. AVOID SHINY KIT SYNDROME 5. IT CAN’T BE TRULY MEASURED EDITIONS FINANCIAL
  5. 5. CONTENT WORKSHOP 6 It’s not about CONTENT ..it’s about MARKETING! PRODUCE LESS CONTENT MAKE BETTER CHANNEL CHOICES FOCUS ON ROI EDITIONS FINANCIAL
  6. 6. > > ENGAGE: 4. Qualify: Website 5. Relationship sustain: Magazine/ezine 6. Convert: Video/case-studies INTERACT: 7. Community/forums 8. Events 9. One to one and F2F > CONTENT FEEDBACK LOOP > 1. Content Proposition 2. Thought leadership 3. Lead Generation > HOOK: > AWARENESS < ENGAGEMENT < REVENUE Content Engagement Funnel
  7. 7. CONTENT AUDIT 24 COMPETING ‘CONTENT BRANDS’
  8. 8. CONTENT MARKETING 10 Audit & Refine Proposition 1. CLARITY 2. CUT-THROUGH 3. CONSIDERATION 4. CO-ORDINATED 5. CHANNEL APPROPRIATE 6. CONSISTENT CLIENT: XXX DATE: 1 / 10 / 13 EDITIONS FINANCIAL
  9. 9. > > ENGAGE: 4. Qualify: Website 5. Relationship sustain: Magazine/ezine 6. Convert: Video/case-studies INTERACT: 7. Community/forums 8. Events 9. Face to face - Relationship Manager > CONTENT FEEDBACK LOOP > 1. Content Proposition 2. Thought leadership 3. Lead Generation > HOOK: > AWARENESS < ENGAGEMENT < REVENUE Content Engagement Funnel
  10. 10. CONTENT PROPOSITION MEDIA PARTNERS DM PR ATL OWNED CHANNELS WEBSITE VIDEO CASE-STUDY CUSTOMER MAGAZINE EZINES EVENTS PROGRAMME SALES COLLATERAL ADVOCACY PROGAMMES B2B CONSULTANCY CONTENT STRATEGY
  11. 11. 13
  12. 12. CONTENT MARKETING 14 Resources & Questions ECONSULTANCY THE US CONTENT MARKETING INSTITUTE (CMI) LINKEDIN ‘CONTENT STRATEGY’ Caspian@editionsfinancial.co.uk EDITIONS FINANCIAL

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