Going beyond the status update - b2b marketing summit 14june12

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Rene Power's presentation to the B2B Marketing Summit held at The Brewery London, 14 June 2012.

Rene opened up the content marketing stream with a content essentials presentation focusing on strategies that B2B companies can use to effectively drive awareness, engagement and lead generation through great content.

Rene focused on curation, content repackaging and creation of new content, mapping it to different audiences, needs and buying cycle stages.

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  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • Going beyond the status update - b2b marketing summit 14june12

    1. 1. Going beyond the #statusupdate Content strategies for b2b marketersPresentation @marketingB2B #MarketingSummit Thursday 14 June 2012 @renepower
    2. 2. A day of discovery andenlightenment awaits http://unrealitymag.com
    3. 3. Why are you here? I don’t know No one follows I don’t have People I follow talk what content me / us resource rubbish and offer marketing is me no value I don’t see the I need a big connection to I don’t have I don’t audience b2b time know what to say It’s not measurable It’s just not I need to relevant to my generate I don’t know business leads where to start?I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    4. 4. What I promised to talk aboutWhy content Getting off the ground Identifying quick wins Getting seen and getting shared Never running out of content
    5. 5. Spoiler alertI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    6. 6. Don’t think of content as social. Think of content as expertise. Social is one route to market. Presentation to: www.bdb.co.ukI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    7. 7. Inside the mind of the buyerI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    8. 8. Content fuels trust & transaction
    9. 9. Broadcast is great Engagement is betterI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    10. 10. Why you should be talking content You’re in the business of selling expertise People buy when they trust Trust takes time, people need to believe You need to tell your story wellI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    11. 11. It’s good enough for Coca Cola http://www.thecoca-colacompany.com/socialmedia/
    12. 12. Why companies suck at content? Not relevant to audienceNot engaging or exciting Confused with social All broadcast Not easy to access / shareSpammed across multiple platforms
    13. 13. It’s good enough for BASF
    14. 14. Creating a content strategy 1. Define needs / pain 2. Visit watering holes 3. Curate 4. Audit what you have 5. Plan 6. Create 7. Amplify 8. EvaluateI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    15. 15. Define audience pain Identifies topics Dictates relevance Establishes trends Sets parametersI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    16. 16. Remember the green cross code? Stop, look and listen... Presentation to: www.bdb.co.ukI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    17. 17. Visit watering holes• See what works• What doesn’t• What’s being said• What’s missing I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    18. 18. Entry level: Curate Some powerful influencers and connectors don’t create anything
    19. 19. Curating content in five steps Step 1: Get a Google account  Set up Alerts and Reader  Hit this button to add websites you like Step 2: Visit namechk & secure profiles
    20. 20. Curation tools Step 3: Set up your big five Step 4: Set up free Hootsuite dashboard Step 5: Check Reader – schedule updates for half an hour each morning
    21. 21. Audit what you have alreadyGoal = Quick wins
    22. 22. Rules for creating killer content Relevance Useful Valuable Lead generative Social
    23. 23. Using the Content Matrix  Set objectives  Select different content marketing tools Courtesy of www.smartinsights.com
    24. 24. Build a content hub The place that all links return to Interactive not static Go beyond the expected
    25. 25. Creating contentI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    26. 26. Remember: Content drives inbound inquiry so make every piece count Presentation to: www.bdb.co.ukI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    27. 27. Plan – editorial calendars A calendar focuses minds and resource
    28. 28. AmplifyI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    29. 29. Amplification  Access influencers and customers: 140m The biginfivesector, 1,000’ssearchusers worldwide. 8.6m UK, 100,000s your deliver in your groups. optimisation, brand amplification and audience  Media, influencer and customer contacts. Build influence and distribute content.  Access influencers and customers: 140m users worldwide. 8.6m UK, 100,000s in your sector, 1,000’s in your groups.  Half of all search is video makes YouTube search engine a must.  Media, influencer and customer contacts. Build influence and  800m users; lines content. distribute of personal-professional ever blurring.  Half of all search is video makes YouTube improve over  Given priority in SERPS. Uptake and functionality willsearch engine a time. must.  800m users; lines of personal-professional ever blurring.  Given priority in SERPS. Uptake and functionality will improve over time.
    30. 30. Relevant, targeted usable content is digital marketing rocket fuel. Valuable content gets shared. Presentation to: www.bdb.co.ukI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    31. 31. Can content be measured? Buzz by no of posts buzz by impressions shift in buzz channel buzz buzz by time of day seasonal buzz competitive buzz category/topic buzz asset popularity buzz by customer type mainstream media mentions buzz by stage in DM process mainstream media mentions installs downloads growth rate of fans follows friends contacts no of pass alongs uploads favourites likes comments ratings recommends embeds bookmarks subscriptions page views increase in searches %of buzz with links no of views/interactions polls virtual gifts clickthroughs changes in search ranking type reach channel tags popularity contest entries leads generatedgeography volume of posts impressions time spent clicks contributions products sampled store visits trialsby bloggers chatrooms wikis online sales offline sales savings change customer acquisition & retentionin share AEV event response event attendance satisfaction feedback complaint handling
    32. 32. Takeaways 1. Keep focused on actions and Free your Use outcomes single use actionable content from information 2. Map types of the archive to position content to expertise audience and stages of the Research where buying process your audience Refine, goes and what repurpose & 3. Remember the they are repackage eight steps looking for your existing material 4. Create a calendar to map resourceI N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
    33. 33. RecommendedWebsites Smart Insights blog Content Marketing Institute blog Hubspot blog ProbloggerBooks Inbound Marketing: Get found using Google, social media an Dharmesh Shah / Brian Halligan Content Rules CC Chapman
    34. 34. More?@ www.bdb.co.uk 0161 925 4700 @bdbmarketing BDBmarketing My first book Seven steps to BRILLIANT B2B digital marketing with Dave Chaffey due August 2012 Email or follow to be kept up rene@bdb.co.uk to date http://twitter.com/renepower http://uk.linkedin.com/in/renefp http://marketingassassin.co.uk

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