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B2B Content Marketing
July 2014
Prepared by:
B2B CONTENT MARKETING
Content is the Fuel of the Web
“People Spend More than Half (53%) of Their Online
Time with Content....
B2B CONTENT MARKETING
Content Marketing
“Content marketing is the marketing and business process
for creating and distribu...
B2B CONTENT MARKETING
B2B CONTENT MARKETING
What type of B2B Content?
➔ Social media posts, tweets, pins
➔ Blogs, articles, interviews
➔ Web con...
B2B CONTENT MARKETING
Converged Media? Paid, Owned, Earned Media...
Content marketing costs
62% less than traditional
mark...
B2B CONTENT MARKETING
B2B CONTENT MARKETING
How do my customers find this content?
➔ Search Engines - Google & Bing
➔ Social Media - LinkedIn, F...
B2B CONTENT MARKETING
Who is using Content Marketing?
79% of marketers
report their organizations
are shifting to branded
...
B2B CONTENT MARKETING
How much content creation?
73% of Content Marketers
have increased their
content creation over the
l...
B2B CONTENT MARKETING
B2B CONTENT MARKETING
B2B CONTENT MARKETING
B2B CONTENT MARKETING
B2B CONTENT MARKETING
How does this all work?
➔ Strategy & Planning
➔ Content Development & Publishing
➔ Landing Page Desi...
B2B CONTENT MARKETING
A typical Content Marketing to Sale scenario?
Email blast -> Landing page -> Person visits -> Provid...
B2B CONTENT MARKETING
What’s the Benefit?
➔ Brand Awareness - In new markets, vs. competitors
➔ Lead Generation - self sou...
B2B CONTENT MARKETING
Is this something completely new?
No, it’s an extension of what we’re already doing.
➔ Social Media ...
What’s Next?
What else is on the Horizon?
➔ Inbound Web Analytics - Know who is visiting your website and
what they are do...
Leading Companies
Leading Tech Platforms
Leading Companies
Questions?
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Content marketing - Caltronics

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Transcript of "Content marketing - Caltronics"

  1. 1. B2B Content Marketing July 2014 Prepared by:
  2. 2. B2B CONTENT MARKETING Content is the Fuel of the Web “People Spend More than Half (53%) of Their Online Time with Content. An Additional 30% of Time is Spent in Places Where Content Can be Shared such as Social Media & Email” - AOL/Nielsen Content Sharing Study
  3. 3. B2B CONTENT MARKETING Content Marketing “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” - Content Marketing Institute
  4. 4. B2B CONTENT MARKETING
  5. 5. B2B CONTENT MARKETING What type of B2B Content? ➔ Social media posts, tweets, pins ➔ Blogs, articles, interviews ➔ Web content - landing pages ➔ Email blasts, press releases, media advisories ➔ Downloads: whitepapers, case studies, customer success stories, research reports, best practice guides, product spec. sheets ➔ Webinars, slide presentations ➔ Infographics, videos, rich media
  6. 6. B2B CONTENT MARKETING Converged Media? Paid, Owned, Earned Media... Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. - DemandMetric study
  7. 7. B2B CONTENT MARKETING
  8. 8. B2B CONTENT MARKETING How do my customers find this content? ➔ Search Engines - Google & Bing ➔ Social Media - LinkedIn, Facebook, YouTube ➔ Email blasts - house list, media partners ➔ Your website - direct visit or links ➔ Your sales team & CSRs sharing ➔ Viral sharing from your customers
  9. 9. B2B CONTENT MARKETING Who is using Content Marketing? 79% of marketers report their organizations are shifting to branded content. -Forrester research
  10. 10. B2B CONTENT MARKETING How much content creation? 73% of Content Marketers have increased their content creation over the last 12 months. -Content Marketing Institute/ Marketing Profs study
  11. 11. B2B CONTENT MARKETING
  12. 12. B2B CONTENT MARKETING
  13. 13. B2B CONTENT MARKETING
  14. 14. B2B CONTENT MARKETING
  15. 15. B2B CONTENT MARKETING How does this all work? ➔ Strategy & Planning ➔ Content Development & Publishing ➔ Landing Page Design & Optimization ➔ Responsive Email Design & Email Marketing ➔ SEO to optimize Content for Search Engines ➔ Social Media Publishing & Sharing ➔ Integrated campaigns to capture leads
  16. 16. B2B CONTENT MARKETING A typical Content Marketing to Sale scenario? Email blast -> Landing page -> Person visits -> Provides Contact Info -> Downloads Case Study -> New Lead -> Marketing Automation -> Lead Nurturing -> Visits again -> Call to Follow Up -> Sale
  17. 17. B2B CONTENT MARKETING What’s the Benefit? ➔ Brand Awareness - In new markets, vs. competitors ➔ Lead Generation - self sourced leads, less competition ➔ Customer Acquisition - swim upstream, get leads during the research phase before customers seek bids ➔ Sales - know which leads are hot, ready & interested ➔ Web Traffic - provide the right type and kind of information to buyers right when they’re looking ➔ Customer Engagement - connect with customers and become their trusted resource ➔ Customer Loyalty - increase loyalty and referrals
  18. 18. B2B CONTENT MARKETING Is this something completely new? No, it’s an extension of what we’re already doing. ➔ Social Media Marketing ➔ Reputation Management ➔ Blogging ➔ Video production With the addition of: ➔ Branded High Value Content ➔ Search Engine Optimization ➔ Mobile Responsive Email Marketing ➔ Lead Optimized Landing Pages ➔ Tracking, Measurement, Analytics & Reporting
  19. 19. What’s Next? What else is on the Horizon? ➔ Inbound Web Analytics - Know who is visiting your website and what they are doing? ➔ Customer Call Tracking - Know who’s calling and why (recordings) ➔ Conversion Optimization - A/B testing on your lead optimized landing pages and forms ➔ Marketing Automation - Email on autopilot, lead nurturing ➔ CRM/Sales Force Automation - CRM and lead management ➔ Predictive Sales Analytics - know who’s your best prospect and when to contact them
  20. 20. Leading Companies Leading Tech Platforms
  21. 21. Leading Companies Questions?

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