The 5 key elements of a better B2B content marketing strategy

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Learn the 5 essential elements of a better B2B content strategy. Every marketer who is producing marketing content for their website and programs should watch this presentation.

Learn the 5 essential elements of a better B2B content strategy. Every marketer who is producing marketing content for their website and programs should watch this presentation.

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  • Before I start I want to understand your needs in interests in the room. Who in the room is regularly creating content?Who has enough content to fuel your marketing programs?What are some of the content challenges you are facing?Today’s session takes what we do with clients over a 12 week engagement and distills it into some practical advice for you.To make the session even more practical we will take a look at some real life examples and with you help demonstrate how to get to better content.
  • Let’s define better
  • You are already very good at talking about yourself with credentials, product info, about us.To double check just look at your site navigation. It likely includes “our products”, “our services”, “about us”, “our news”.And customers appreciate it because you are a pretty cute guy.But it is about what your customers want.Think of the cocktail party guest who only talks about himself. He is never that interesting!
  • Practical content, described in their words, and useful information as they go through the stages in their decision making process.
  • Setup implicit qualificationGive you content for different CTA’sIdentify existing content gapsIt is all about your customer. Its about being findable, relevant, and using the value of what you know to connect with and convert them.No matter what business stage potential customers are at (i.e. acquire customers, build loyalty, or service customers), they will still be looking for content in different decision stages.
  • And that content should also implicitly support your marketing programs.
  • Let’s discuss the 5 key elements of a better B2B content strategy:Prioritize measurable objectivesArticulate the business you’re in using customer termsProfile your target customer segmentsIdentify content that’s working nowDevelop content aligned with what your customer wants to know
  • There are really 4 marketing objectives that matter at the end of the day.And don’t get confused - BANT is SQL/Sales Activity measurement, not marketing.
  • Practical content, described in their words, and useful information as they go through the stages in their decision making process.
  • Customers usually articulate needs & pains with questions and statements that start with phrases like these.
  • Brainstorm with your internal team of customer-facing roles: sales, marketing, customer service, etc. You might even want to invite a couple of customers who are keen to help.
  • Categorize those customer needs and pains into a manageable number of categories – usually between 3-6. Then use those categories to:Present your content to customersPlan and organize your content developmentMeasure content engagement to learn what categories are the most valuable to your target audience
  • Take a look at some examples of how this works in real life.

Transcript

  • 1. click here to download a copy of this presentation The 5 Key Elements of a Better B2B Content Marketing Strategy A Better B2B Marketing Clinic by Nolin LeChasseur Brainrider@Brainrider | @Nolin
  • 2. click here to download a copy of this presentation Better Content is…• Driven by objectives• Customer-focused• Demonstrates subject matter expertise• Supports your programs• Easy to publish & share• Measurable performance (Your Customer is here) @Brainrider | @Nolin
  • 3. click here to download a copy of this presentationBetter content is not about you.
  • 4. click here to download a copy of this presentation Customers Want Content That Helps Them Solve Problems…@Brainrider | @Nolin
  • 5. click here to download a copy of this presentation … Aligned To Their Buying Decision If your What’s my How do I fix Are you customer is asking: problem my problem right for me Education Solutions Credentials & They want: & Thought & Product Decision Leadership Suitability Support • Trends • What is the solution & • Pricing how does it work • Benchmarks • Bench strength What to • Solution comparisons demonstration • Analyst coverage share • Pitfall analysis • Case studies • 101 Education with • Readiness & suitability • How to guides • ROI/TCO them: assessments • How other people • How to buy • How do I choose a are solving this vendor • Working with us @Brainrider | @Nolin5
  • 6. click here to download a copy of this presentation … Aligned With Your Programs If your What’s my How do I fix Are youcustomeris asking: problem my problem right for me ACQUIRE PROSPECTS Program Education Solutions Credentials & They NURTURE& Product PROSPECTSObjective: want: & Thought Decision Leadership Suitability Support DETERMINE SALES-READINESS • Trends • What is the solution & • Pricing how does it work • Benchmarks • Bench strength What to • Solution comparisons demonstration • Analyst coverage share • Pitfall analysis • Case studies • 101 Education with • Readiness & suitability • How to guides • ROI/TCO them: assessments • How other people • How to buy • How do I choose a are solving this vendor • Working with us@Brainrider | @Nolin
  • 7. click here to download a copy of this presentation 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
  • 8. click here to download a copy of this presentation Prioritize Measurable Objectives How many qualified customers… Generating VISITOR  Find you & your expertise Awareness & Acquiring PROSPECT  Identify themselves & Prospects give permission for contact  Recently active, or re-activated Nurturing  Engage with your content ACTIVE Prospects PROSPECT  Segment: Tell you what they want to know  Segment: Tell you more about themselves Determining  Meet MQL/SAL criteria Sales MQL/SAL Readiness  Signal readiness to buy @Brainrider | @Nolin8
  • 9. click here to download a copy of this presentation We’re In The ____________ Business @Brainrider | @Nolin9
  • 10. click here to download a copy of this presentation 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 initiatives are creating a need? @Brainrider | @Nolin10
  • 11. click here to download a copy of this presentation 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? @Brainrider | @Nolin11
  • 12. click here to download a copy of this presentation Now align with what your customer wants to know@Brainrider | @Nolin
  • 13. click here to download a copy of this presentation Identify customer needs & pains• How to …• How do I …• Do I need more/less …• Should we …• Comparing …• Choosing a …@Brainrider | @Nolin
  • 14. click here to download a copy of this presentation How the process might look14
  • 15. click here to download a copy of this presentationOrganize by customer needs & pains
  • 16. click here to download a copy of this presentation How the end result should look@Brainrider | @Nolin
  • 17. click here to download a copy of this presentationResources For Better B2B Marketing Evaluate your Content, Website, & Programs with our Free Better B2B Marketing Checklist & Enter your company to win a $2,000 Better B2B Content Audit Go to Brainrider.com/Nolin For more helpful B2B Marketing content, visit: @Brainrider www.linkedin.com/company/brainrider Resources: brainrider.info Articles: blog.brainrider.com