Five Ways to Win with B2B Content Marketing and Social Media

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Marcom Productions presents Point of View, the on-demand webcast of B2B marketing best practices. …

Marcom Productions presents Point of View, the on-demand webcast of B2B marketing best practices.

This time on Point of View: Lee Odden is the CEO of TopRank Online Marketing, a digital marketing agency specializing in helping companies grow online business and community. Lee is also the author of "Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing.

In this Point of View, we look at Lee's five tips on how to make the most out of your content marketing efforts on the social web.

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  • 1. Marketing Performance Services “Five Ways to Win with B2B Content Marketing and Social Media”Marcom Productions presents…Point of View…the on-demand webcast of B2B marketing best practices. I’mRich Cunningham. Five Ways to Win with B2B Content Marketing and Social MediaFive Steps for Developing Your Content Marketing Plan
  • 2. MarcomProductions.com Lee Odden, CEO www.TopRankMarketing.comLee Odden is the CEO of TopRank Online Marketing, a digital marketing agency specializing in helpingcompanies grow online business and community. Lee is also the author of “Optimize: How to Attract andEngage More Customers by Integrating SEO, Social Media and Content Marketing.In this Point of View, we look at Lee’s five tips on how to make the most out of your content marketingefforts on the social web.
  • 3. MarcomProductions.com 1. Planning www.TopRankMarketing.comWhile experimenting with social media applications and platforms is a practical first step, many B2BMarketers seem to think that it’s a strategy. Goals, audience, and approach can allow for socialexperimentation but also provide companies with some structure and accountability toward achievingbusiness outcomes with social content.Social content plans don’t need to be set in stone. In fact, with social media content, it’s important for suchplans to be adaptable and capable of analytical input and improvements as social network participationincreases. A plan will help marketers better evaluate and scale their social media initiatives as well.
  • 4. MarcomProductions.com 2. Prospect Centric www.TopRankMarketing.comCompanies that view social media platforms simply as a distribution channel for self-promotion often fail tocreate value for the very customers they’re trying to reach.B2B marketers can achieve much better success with social content by empathizing with customerneeds, interests, goals, and pain points across the buying cycle. Seeing things from the prospect’s point ofview will help B2B marketers develop a content and social media approach that serves as a solution orfacilitator to creating the kind of social content that resonates, engages, and gets shared. As prospect-centricsocial content gets shared, many of those who engage will refer or become customers.
  • 5. MarcomProductions.com 3. Give to Get www.TopRankMarketing.comB2B marketers have a tendency to expect social communities to behave the way the brand wants them to.The guideline Lee shares with B2B marketers that want to foster community and engagement is: “Give toget.” That doesn’t mean, give a sales pitch to get a sale.Instead, provide something of value before expecting anything in return. In fact, it’s smart to find out morespecifically what consumers and those who influence them find valuable as inspiration for a social contentplan. Deliver useful information, listen to how audiences respond, and make adjustments. Then repeat.
  • 6. MarcomProductions.com 4. Promotion www.TopRankMarketing.comEducational content can be promoted with a hub and spoke publishing model. Themed content is publishedinto a repository that represents a “go to” resource for topics that the brand wants to be known for. At thesame time, that content can be promoted through spokes or social channels among communities that areinterested. People often rely on content promotion to discover what’s new. Promotion can attracttraffic, social shares, and links, which can all serve as useful signals to search engines and improve bothstandard and social search engine visibility.
  • 7. MarcomProductions.com 5. Analyze & OptimizeA missing piece of this puzzle is the importance of ongoing monitoring and analysis. There’s a process thatLee www.TopRankMarketing.comand social improvement” that involves creating and optimizing social content. calls, “The cycle of searchAs useful content is created and promoted, it gets shared and attracts fans, friends, followers, andsubscribers.As the community grows, even more sharing of links and traffic is involved with brand content. The increasein engagement, search visibility, and social sharing provides a rich set of data with which the brand canimprove content creation. It’s a cycle of hypothesis, implementation, and analysis that can improve howeffectively a brand is able to refine social content effectiveness at inspiring business outcomes.
  • 8. MarcomProductions.com Lee Odden, CEO www.TopRankMarketing.com“Five Ways to Win with B2B Content Marketing and Social Media” is an article by Lee Odden, CEO ofTopRank Online Marketing, and author of “Optimize: How to Attract and Engage More Customers byIntegrating SEO, Social Media and Content Marketing. You can reach Lee online at “Top Rank Marketing –dot – com.
  • 9. Marketing Performance Services “Five Ways to Win with B2B Content Marketing and Social Media”Marcom Productions presents…Point of View…the on-demand webcast of B2B marketing best practices. I’mRich Cunningham.Five Ways to Win with B2B Content Marketing and Social Media