Managing The Content Marketing Avalanche! B2B Content Marketing in 2014

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Presented as a Keynote to the B2B Marketing Content Avalanche Conference in London on 7th November 2013. …

Presented as a Keynote to the B2B Marketing Content Avalanche Conference in London on 7th November 2013.

In this Keynote, I highlight some of the latest research in Content Marketing practices pulling out 10 trends needed to make the most of content marketing in 2014.

Examples show how leading companies are prioritising, managing and optimising their B2B content marketing including examples of new applications and new interactive B2B content marketing tools.

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  • Q. How do you communicate your OVP = Sell/Inform/Entertain balance?
  • http://socialfresh.com/best-worst-content-marketing/
  • Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).
  • Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).

Transcript

  • 1. Plan, Manage, Optimise: Preparing for Content Marketing in 2014 B2B Marketing Annual Conference November 7th 2013 Dr Dave Chaffey www.smartinsights.com/b2bconf @DaveChaffey #b2bconf 1
  • 2. About Dave Chaffey • • • • @DaveChaffey About Dave Chaffey A professional trainer in E-marketing since 1997 Author of 5 bestselling marketing books now in their 4th and 5th edition Manages SmartInsights.com a marketing advice site with paid members in over 50 countries Insights Director at agency ClickThrough Marketing #b2bconf 2
  • 3. Trend 1: A planned, strategic approach Questions  Plan?  Strategy?  Objectives?  Control through analytics? @DaveChaffey www.PRSmith.org Details: Smart Insights #b2bconf 3
  • 4. Source: B2B Content Marketing 2014 US @DaveChaffey #b2bconf 4
  • 5. Trend 1: A planned, strategic approach @DaveChaffey www.PRSmith.org Details: Smart Insights #b2bconf 5
  • 6. Reviewing content marketing effectiveness using a TOWS matrix? @DaveChaffey #b2bconf 6
  • 7. Strengths:  Defined strategy and responsibility  Amplification  Content quality  Contributors Weaknesses:  Gaining engagement … conversation  Influencer outreach  Limited organic reach Opportunities:  Niche social media sites  New content types  Targeted advertising SO Strategies • Getting existing contributors involved in social networks and other sites • Repurposing WT Strategies • Scaling outreach? Threats:  Generic competitors target niche  Niche competitors improvements ST Strategies • Niche partnerships WT Strategies • Own niche positioning • Strategic partnerships @DaveChaffey #b2bconf 7
  • 8. Your content marketing challenges? Source: UK 2013 Content Marketing Survey @DaveChaffey #b2bconf 8
  • 9. Research Findings Source: UK 2013 Content Marketing Survey @DaveChaffey #b2bconf 9
  • 10. Not just campaigns…. Audience use of digital and social media > Personas Commercial goals > Customer engagement > OVP > Marketing Mix Branded Content Marketing Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools Inc Social Media OVP = Online Value Proposition = Brand Adding Value to Audience = Brand Positioning  Help me do my job / live my life  Help me develop / learn  Help Make me look good  Help Entertain Me!  Help me Select and Use Products MAKE YOUR SITES A DESTINATION Trend 2. Integrating content into the brand experience http://bit.ly/smartovp @DaveChaffey #b2bconf 10
  • 11. Requires improved editorial planning… http://www.smartinsights.com/guides/editorial-calendar-spreadsheet/ @DaveChaffey #b2bconf 11
  • 12. Requires deeper marketing personas http://www.smartinsights.com/guides/customer-persona-toolkit/ @DaveChaffey #b2bconf 12
  • 13. http://www.smartinsights.com/guides/customer-personatoolkit @DaveChaffey #b2bconf 13
  • 14. Criteria?  Rev/visit  Demand+ lead gen  Amplify  Brand fit  SEO  Longevity  Authority and Thought Leadership  Individual pain points?  Repurposeability  Risk/reward Trend 3. Structured evaluation of content @DaveChaffey #b2bconf 14
  • 15. @DaveChaffey #b2bconf 15
  • 16. @DaveChaffey #b2bconf 16
  • 17. Trend 4. New content formats http://www.smartinsights.com/healthcheck @DaveChaffey #b2bconf 17
  • 18. Supporting prospects on a journey @DaveChaffey #b2bconf 18
  • 19. The need for more evaluation Source: B2B Marketing report @DaveChaffey #b2bconf 19
  • 20. Trend 5. Smarter Evaluation  Q. Do we have the right performance criteria? V Volume: Desktop/Tablet/Smartphone Quality: Desktop/Tablet/Smartphone Value Desktop/Tablet/Smartphone Cost Desktop/Tablet/Smartphone @DaveChaffey Q V C  Unique visitors  Visits  Page views  40% bounce rate  5% conversion rate     Number of sales or leads Average order value or selling price Goal value per visit > Page value Revenue per visit (E-commerce) > Page value     Cost Cost Cost Cost per per per per thousand (CPM) click (CPC) acquisition (CPA) sale (CPS) #b2bconf 20
  • 21. Example - Linking goals to KPIs @DaveChaffey #b2bconf 21
  • 22. Example B2B Dashboard Source: Michael Brenner @DaveChaffey #b2bconf 22
  • 23. Use Google Analytics MCF to understand true value Measuring assists in Google Analytics Google’s new social reports @DaveChaffey #b2bconf 23 2 3
  • 24. Trend 6. Marketing Automation integrating IP, web + email scoring Source: WOW Analytics @DaveChaffey #b2bconf 24
  • 25. Marketing Automation Flow Source: WOW Analytics @DaveChaffey #b2bconf 25
  • 26. Source: WOW Analytics @DaveChaffey #b2bconf 26
  • 27. Trend 7 Increasing mobile support https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp @DaveChaffey #b2bconf 27
  • 28.  REACH Trend 8 Expansion in paid media options @DaveChaffey #b2bconf 28
  • 29. Investment (resource needed)  REACH AdWords Facebook custom audiences Influencer PR FBX Retargeting LinkedIn Targeted Ads Integrated LinkedIn Sponsored updates engagement campaigns Media related PR Facebook Promoted Posts AdWords Remarketing Social amplification Instagram Sponsored Tweets Vertical niche campaigns Blog marketing SEO Effectiveness (potential sales volume) Which paid, owned, earned media should we target? @DaveChaffey #b2bconf 29
  • 30. LinkedIn example @DaveChaffey #b2bconf 30
  • 31. @DaveChaffey #b2bconf 31
  • 32. Trend 9. Scaling influencer and partner outreach – tools and process http://bit.ly/smartoutreach @DaveChaffey #b2bconf 32
  • 33. Influencer outreach – key questions…         Do we invest enough time in this? Who is responsible for this? What is our process for influencer marketing? How do we segment influencers? How do contact priority influencers? How do we measure success? How do we scale this? Tools to manage? @DaveChaffey #b2bconf 33
  • 34. Co-Created Content - Lists http://tprk.us/ukomblogs13 @DaveChaffey #b2bconf 34
  • 35. Influencer management with Group High @DaveChaffey #b2bconf 35
  • 36. Example: Discover – Consume - Act Social Networks PDF Direct social messages Slideshare Email Long form interviews Blog Single images Search All Content & Promotions Consider:    @DaveChaffey Contribute Download Subscribe Share Attend Conference “Findability” “Engagement” “Shareability” #b2bconf 36
  • 37. 1. Created Demand 2. Dominated SERPs 3. Event Awareness 4. Registrations, Sessions 43k ebook views - 6 days 1k+ PDF downloads 5k views interviews 500+ social shares 100+ inbound links @DaveChaffey #b2bconf 37
  • 38. One Clever Question You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation. You now have a coveted secret. A content marketing secret. What secret for achieving success with content marketing will you share? The content marketing world depends on it! @DaveChaffey #b2bconf 38
  • 39. Build in reasons to share + add @DaveChaffey #b2bconf 39
  • 40. @DaveChaffey #b2bconf 40
  • 41. Trend 10. Personalisation @DaveChaffey #b2bconf 41
  • 42. Need to get the Sell-Inform-Entertain balance right in 2014! @DaveChaffey #b2bconf 42
  • 43. Let’s Connect! Questions & discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey  Blog www.smartinsights.com/blog www.facebook.com/davechaffey  Feeds www.feedburner.com/smartinsi ghts ww.twitter.com/DaveChaffey  Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 @DaveChaffey #b2bconf 43