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#CMWorld
B2B CONTENT
MARKETING
TWITTER CHAT
Featuring Marketing Interactions, Inc.’s Ardath Albee @Ardath421
and Content M...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
Q1: What do you think the biggest
diffe...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
A1: Biggest difference is complexity of...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
Q2: What are your first steps in
creati...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
A2: Creating buyer personas always come...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
Q3: Should #B2B marketers tie
content m...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
A3: Yes. Every-touch attribution should...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
Q4: How often should #B2B companies
aud...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
A4: Establish a content governance proc...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
Q5: How are #B2B companies
organizing t...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
A5: I see it differently depending on o...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
Q6: It seems like the focus is on conte...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
A6 email newsletters are a great client...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
Q7: Sales channels want leads,
content ...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
A7: Schedule monthly interviews over th...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
Q8: How can #B2B marketers develop
pers...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
A8: Uh...talk to customers more? You’d ...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
Q9: What kinds of Q’s should a B2B
org ...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
A9: What kind of data do we need to get...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
Q10: What do you feel is the
biggest so...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
Q10: For social tech - @slideshare and ...
#CMWorld • contentmarketingworld.com
B2B Content Marketing #CMWorld • Twitter Chat
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#CMWorld Twitter Chat on B2B Content Marketing with Ardath Albee

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Join our #CMWorld twitter chats! Every Tuesday at noon Eastern, culminating at our big event, Content Marketing World, in Cleveland, Ohio. Still time to register - September 9-12, 2013. www.contentmarketingworld.com. This week's chat was with Ardath Albee from Marketing Interactions, Inc, discussing B2B content marketing.

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Transcript of "#CMWorld Twitter Chat on B2B Content Marketing with Ardath Albee"

  1. 1. #CMWorld B2B CONTENT MARKETING TWITTER CHAT Featuring Marketing Interactions, Inc.’s Ardath Albee @Ardath421 and Content Marketing Institute’s Joe Pulizzi @JoePulizzi #CMWorld • contentmarketingworld.com
  2. 2. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Q1: What do you think the biggest difference is between #B2B and #B2C content marketing? #CMWorld
  3. 3. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat A1: Biggest difference is complexity of the buying process > time, people, knowledge, consensus #cmworld @ardath421 A1: I think also - more people involved in the buying process... sometimes up to 7 or more #b2bcontentmarketing #cmworld @JoePulizzi @michelelinn agree and lead nurturing is huge so you have to lead your prospect down the right path #cmworld @SusynEliseDuris A1: There is often higher risk with B2B buying decisions not just financial but career and reputation as well #cmworld @tracibrowne
  4. 4. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Q2: What are your first steps in creating a #B2B #contentmarketing strategy? #CMWorld
  5. 5. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat A2: Creating buyer personas always comes first for #contentmarketing strategy #cmworld @ardath421 A2: create objectives & goals, then create your strategy, identify platforms, groups. Use CRM to gather data #CMWorld @Lttlewys Q2 Understanding not just who but why - why would personas care what you have to say? Why will they engage with your brand? #CMWorld @webber_karen A2: You have to know who you’re trying to influence/motivate before creating a #B2B #content strategy #cmworld @ardath421
  6. 6. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Q3: Should #B2B marketers tie content marketing to revenue? If so, how? #CMWorld
  7. 7. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat A3: Yes. Every-touch attribution should be applied to quantify contribution to downstream revenues #cmworld @ardath421 A3: Need to tie #contentmarketing to sales, lowering expenses or customer retention. What else is there? #cmworld @JoePulizzi @JoePulizzi agree, it’s not always for the purpose of a sale but should always be attached to a $ value #cmworld @tracibrowne A3: Also need to track what content sales uses to influence purchase decisions #salesenablement #cmworld @ardath421
  8. 8. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Q4: How often should #B2B companies audit/refresh their content? #CMWorld
  9. 9. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat A4: Establish a content governance process create, publish, refresh, chunks, archive, retire #cmworld @ardath421 A4: Once have complete audit, update it with new inventory as you go makes life easier #cmworld @ardath421 @michelelinn @ardath421 We update quarterly. But like restaurant menu, we keep some old and introduce some new. #CMWorld. @HiPhaedra A4 content with cited sources should be checked annually for freshness and currency of facts #cmworld @SFerika
  10. 10. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Q5: How are #B2B companies organizing their teams around content? Is one person/group responsible? #CMWorld
  11. 11. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat A5: I see it differently depending on org > one group or by product or industry teams #cmworld @ardath421 A5: Someone in the division or product group needs to be accountable for #contentmarketing - ala Chief Content Officer #cmworld @JoePulizzi @JoePulizzi A5 Person in this role MUST take great pain to communicate w/ every dept. Best content is informed by entire org. #cmworld @njh287 A5: Set up content ambassadors in each group (search, social, email, pr) and meet on a regular basis like @SAS does. #cmworld @JoePulizzi
  12. 12. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Q6: It seems like the focus is on content marketing before the sale. What about content for retention? #CMWorld
  13. 13. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat A6 email newsletters are a great client content marketing opportunity, as are communities #cmworld @SFerika A6 - We’ve done well with content post-sale, make them feel valued part of team after sale. That’s how we create evangelists. #cmworld @SusynEliseDuris For retention - In-Person events are rated most effective by B2B marketers. Here’s the research. http://t.co/c1PfEPHw2h #cmworld @JoePulizzi Customer retention content is about helping customers find even more value than they originally purchased #cmworld @ardath421
  14. 14. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Q7: Sales channels want leads, content marketers want info to be shared. How can they work together? #CMWorld
  15. 15. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat A7: Schedule monthly interviews over the phone. Key is to make content a sales activity and part of the sales team’s routine #CMWorld @SamBrennand A7: Creating content “cliff notes” also engages sales - they’re not going to plow through all your content #cmworld @ardath421 @consected You can also use @slideshare popups - that way, you can keep it ungat- ed but still work to get subscribers. #cmworld @JoePulizzi @CMIContent by creating engaging content demonstrating clear benefits and a strong call to action, info should generate the leads #CMWorld @aresocontent
  16. 16. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Q8: How can #B2B marketers develop personas that are based in fact instead of theory? How often should they be updated? #CMWorld
  17. 17. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat A8: Uh...talk to customers more? You’d be surprised how many B2B #contentmarketing strategies skip this step. #cmworld @JoePulizzi A8: Personas will never be fact. They’re an interpretation based on human input, backed up by research #cmworld @ardath421 Must. work. with. sales. to. develop. personas. Repeat phrase. Consider it a mantra. #cmworld @SusynEliseDuris A8 #CMWorld I hope #b2b marketers base personas on real customers. Many products are roadmapped based on marketing’s personas. @consected
  18. 18. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Q9: What kinds of Q’s should a B2B org ask when choosing a mktg automation solution? How do you know when you’re ready? #CMWorld
  19. 19. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat A9: What kind of data do we need to get started? Do we have it? #cmworld @ardath421 A9: Can my team run the MAP or do we need IT to do it? #cmworld @ardath421 A9: Do we have a content marketing strategy? Do we know what the end goal will look like? - before buying technology #cmworld @JoePulizzi A9: Do we have the content that would make a marketing automation solution worth the time, cost and effort? #CMWorld @SamBrennand
  20. 20. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Q10: What do you feel is the biggest social opportunity for #B2B companies? #CMWorld
  21. 21. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Q10: For social tech - @slideshare and @linkedin. Both major publishing platforms where B2B customers hang out in some way. #cmworld @JoePulizzi A10: Tell a story that connects all stages of buying process and casts their customers as the hero - should traverse channels #cmworld @ardath421 A10: I think the opportunity is not so much where but how well U do it. So many co’s more concerned w/quantity over quality #cmworld @tracibrowne A10: #B2B Content Marketers need to always be in pursuit of contextual relevance in social #cmworld @ardath421
  22. 22. #CMWorld • contentmarketingworld.com B2B Content Marketing #CMWorld • Twitter Chat Want to learn more? Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits. Simply follow #cmworld on twitter to join the conversation. • July 2: Content Strategy with Michael Brenner @brennermichael • July 9: Search and Social with Lee Odden @leeodden • July 16: Financial Content Marketing with Mitch Joel @mitchjoel • July 23: Social Media Marketing with Joe Chernov @jchernov • July 30: B2B Content Marketing with Ardath Albee @ardath421 • August 6: Small Business Content Marketing with Brian Clark @copyblogger • August 13: Multi-Channel Marketing with Andrew Davis @tpldrew • August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava Get transcripts from all #CMWorld Twitter chats and see the upcoming schedule: http://bit.ly/CMW_TwitterChats
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