Content marketing - Caltronics

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  • 1. B2B Content Marketing July 2014 Prepared by:
  • 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. 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. B2B CONTENT MARKETING
  • 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. 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. B2B CONTENT MARKETING
  • 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. B2B CONTENT MARKETING Who is using Content Marketing? 79% of marketers report their organizations are shifting to branded content. -Forrester research
  • 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. B2B CONTENT MARKETING
  • 12. B2B CONTENT MARKETING
  • 13. B2B CONTENT MARKETING
  • 14. B2B CONTENT MARKETING
  • 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. 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. 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. 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. 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. Leading Companies Leading Tech Platforms
  • 21. Leading Companies Questions?