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B2B Content Marketing Strategies for Demand Generation and Lead Nurturing

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Content marketing can be an extremely high-ROI channel, but many companies are hesitant to focus their energies here due to the significant investment required. Get the most from each piece of content …

Content marketing can be an extremely high-ROI channel, but many companies are hesitant to focus their energies here due to the significant investment required. Get the most from each piece of content by developing a strategy incorporating social, email, paid distribution, and advertising. A single piece of content can be used to generate demand, to engage with prospects throughout the funnel, and to improve retention rates.

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  • When weighing short and long term initiative, look at both the evergreen potential of a piece of content, and the resource demands necessary to complete it. In this content matrix, you can see the Evergreen potential on the Y-axis and Resource intensiveness on the X-axis
  • Before creating any piece of content, ask yourself these two questions:First, what is the objective of my content? Every piece of content should be multi-dimensional, and ideally will serve 2 or more goalsHow will I evaluate succes?

Transcript

  • 1. I. Content Strategy Explained#b2bcontent
  • 2. What’s the difference between content strategy and content production?#b2bcontent
  • 3. Strategic content has well-defined goals: • Lead generation • Brand awareness/thought leadership • SEO • Traffic • Social shares • Email sign-ups • RSS subscriptions#b2bcontent
  • 4. #b2bcontent
  • 5. You need criteria to define the success of your content.#b2bcontent
  • 6. Content strategy is a mix of short-term and long- term initiatives. Short Term Long Term Blogging White papers Podcasts Infographics Comment marketing Email newsletters#b2bcontent
  • 7. Evergreen Potential eBook Blog post* White paper Webinar Infographic SlideShare Resource Demands Blog post Podcast Newsletter#b2bcontent
  • 8. Questions to ask: 1. What is the objective of my content? 2. How will I evaluate the success of my content? Goals + Measurement = Content Strategy#b2bcontent
  • 9. II. Define Your Audience#b2bcontent
  • 10. Who is your target audience? • Industry • Title / Role • Expert vs. novice • Goals • Problems Answer: Buyer Persona#b2bcontent
  • 11. Sample Buyer Persona: • Online Marketing Manager • Experienced with PPC, limited knowledge of display • Goals include driving traffic and conversions; key metrics are CPA and ROI • Frustrated by fragmented advertising landscape and lack of clear attribution#b2bcontent
  • 12. III. Choose Your Topic#b2bcontent
  • 13. What do they care about? • Social listening • Blogosphere • Conferences & events • Quora & LinkedIn Answers • Google Suggest • Google Insights • FAQs • Competitive research • Sales and customer service teams#b2bcontent
  • 14. Great content speaks directly to your audience’s interests and needs.#b2bcontent
  • 15. IV. Select the Medium#b2bcontent
  • 16. Types of content: • Blog posts • Webinars • Infographics • Reports • Videos • Case Studies • Brochures & Data Sheets • Tools & Widgets • eBooks • Podcasts • Newsletters • Presentations • Reference Guides • White Papers • Microsites • Online Courses#b2bcontent
  • 17. How to Choose a Medium 1. Content objective 2. Resource availability 3. Audience fit 4. Distribution channel#b2bcontent
  • 18. V. Distribute the Content#b2bcontent
  • 19. Tips for Effective Content Distribution • Share within your own networks • Leverage paid channels when appropriate • Align the channel with your content objectives • Track & measure everything#b2bcontent
  • 20. Distribution Channels: • Email • Press Release • Drip • Nurture • Newsletter • Social Media • Publisher & blogger • Twitter targeting outreach • LinkedIn targeting • Paid advertising • StumbleUpon Paid • PPC Discovery • Display • Retargeting • PR • Outbrain • SEO (organic search) • Microsite/landing page#b2bcontent
  • 21. VI. Nurturing with Content#b2bcontent
  • 22. Nurturing Prospects & Clients w/Content • Drip campaigns for open leads • Value-add newsletter for current clients • Build an automated system – Leverage lead insights to segment drip campaigns – Opt-in newsletter for clients – Content templates for Sales teams – Content database that the entire organization can utilize#b2bcontent
  • 23. VII. Attribution & Measurement#b2bcontent
  • 24. How to Measure Content Performance • Option 1: Marketing Automation software – Marketo – Eloqua – HubSpot • Option 2: UTM Tags#b2bcontent
  • 25. Structuring UTM Tags • Tool: Google URL Builder • Sample URL: • http://www.retargeter.com/retargeting/four-ways-b2b- retargeting?utm_source=Social%2BMedia&utm_medium=Twitter& utm_content=Four%2BWays%2BRetargeting%2BCan%2BWork%2Bf or%2BB2B&utm_campaign=Retargeting%2Band%2BAd%2BTargetin g • Parameters: – Campaign Source – Campaign Medium – Campaign Term – Campaign Content – Campaign Name • Auto-tagged in Google Analytics – Parse UTM cookie to pass info to CRM#b2bcontent
  • 26. VIII. The Principles of Content Marketing#b2bcontent
  • 27. 1. Think strategically 2. Plan both long-term and short-term initiatives 3. Understand and relate to your audience 4. Find the appropriate medium and channel 5. Define your goals and measure everything 6. Repurpose content whenever possible 7. Adding value > pitching your services 8. Build an ethos of being helpful to go from content marketer  thought leader#b2bcontent
  • 28. Contact Us Web: www.retargeter.com Phone: (415) 738-0573 Hafez Adel, Sr Director of Marketing hafez@retargeter.com Twitter: http://bit.ly/AdxV9U LinkedIn: http://linkd.in/yqVIyq Facebook: http://on.fb.me/xvUGCL Google+: http://bit.ly/yYUxh0 Caroline Watts, Marketing Manager caroline@retargeter.com#b2bcontent