The C2C Power Panel: Crafting A Killer B2B Content Strategy


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What's better than hearing from one content marketing superstar? Hearing from three of them – all in a single, information-packed panel discussion, featuring:

• Joe Pulizzi, Founder of the Content Marketing Institute
• Ann Handley, Author of Content Rules
• Ardath Albee, CEO of Marketing Interactions, Inc.

In this session, this all-star team will cover:

• Planning Your Content Strategy
• Deploying Your Content in the Right Formats
• Amplifying Your Content Across All Channels

This is a rare opportunity to hear from three of the industry's most respected leaders as they tackle questions every B2B marketer should be focused on answering.

Published in: Technology, Business
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The C2C Power Panel: Crafting A Killer B2B Content Strategy

  1. 1. #B2BContentEvent#B2BContentEventAnn Handley!   Chief Content OfficerMarketingProfs!   Co-authorContent Rules!   @marketingprofs
  2. 2. #B2BContentEvent2Why Are We Here?Just 36% believe theircontent marketing is effective
  3. 3. #B2BContentEvent3“The best marketingdoesn’t feel likemarketing.”-- Tom
  4. 4. #B2BContentEvent4Your storyisn’t aboutYOU …
  5. 5. #B2BContentEvent"This new model isnot a task or channel.It’s a mindset.
  6. 6. #B2BContentEvent#B2BContentEventStrategy before tactics.
  7. 7. #B2BContentEventIt doesn’t have to becomplicated:!  WHY?WHAT?WHEN?WHERE?HOW?
  8. 8. #B2BContentEvent via @stevesponder
  9. 9. #B2BContentEvent#B2BContentEvent
  10. 10. #B2BContentEvent#B2BContentEvent
  11. 11. #B2BContentEvent#B2BContentEvent
  12. 12. #B2BContentEvent#B2BContentEvent
  13. 13. #B2BContentEvent#B2BContentEventUnique visitors up 304%Page views up 172%Time on site up 50%Earned media coverage.
  14. 14. #B2BContentEvent14The best content is:- Packed with UTILITY- Seeded with INSPIRATION- Honestly EMPATHETIC
  15. 15. #B2BContentEvent#B2BContentEvent5 Ways to Be a Content BrandNot a “Brand with Content”See the world through yourcustomer’s eyes
  16. 16. #B2BContentEvent16
  17. 17. #B2BContentEvent17Would your networkTHANK YOUfor your content?
  18. 18. #B2BContentEvent18Would your networkTHANK YOUfor your content?&….would your network’snetwork?
  19. 19. #B2BContentEvent19
  20. 20. #B2BContentEvent20Honest empathy:Resource for people whowork at home.
  21. 21. #B2BContentEvent21Honest empathy, redux:Even if you are a tech company, yourstory is about people.
  22. 22. #B2BContentEventTwo-minutecase study:Kinvey
  23. 23. #B2BContentEvent23
  24. 24. #B2BContentEvent24Content as a service:Ultimate in utility.
  25. 25. #B2BContentEvent25“Your top-of-funnelcontent should beintellectuallydivorced from yourproduct, butemotionally wed toit.”– Joe Chernov, Kinvey
  26. 26. #B2BContentEvent26“Your top-of-funnelcontent should beintellectually divorcedfrom your product, butemotionally wed to it.”– Joe Chernov, Kinvey25% of all leads inQ4 2012
  27. 27. #B2BContentEventIdeas you can steal:•  Tell a story bigger than yourbrand: Will a reader THANKYOU?•  Think: Content as a service (B2B)•  Find your foothold.•  Think content ecosystem, notcontent campaign.
  28. 28. #B2BContentEvent#B2BContentEventIf your customer signed yourpaycheck, what would yourmarketing look like?
  29. 29. you,#B2BContent Event!
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