B2B Content Marketing Strategies for Demand Generation and Lead Nurturing

I. Content Strategy Explained#b2bcontent

What’s the difference between content strategy and content production?#b2bcontent

Strategic content has well-defined goals: • Lead generation • Brand awareness/thought leadership • SEO • Traffic • Social shares • Email sign-ups • RSS subscriptions#b2bcontent

#b2bcontent

You need criteria to define the success of your content.#b2bcontent

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

Evergreen Potential eBook Blog post* White paper Webinar Infographic SlideShare Resource Demands Blog post Podcast Newsletter#b2bcontent

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

II. Define Your Audience#b2bcontent

Who is your target audience? • Industry • Title / Role • Expert vs. novice • Goals • Problems Answer: Buyer Persona#b2bcontent

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

III. Choose Your Topic#b2bcontent

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

Great content speaks directly to your audience’s interests and needs.#b2bcontent

IV. Select the Medium#b2bcontent

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

How to Choose a Medium 1. Content objective 2. Resource availability 3. Audience fit 4. Distribution channel#b2bcontent

V. Distribute the Content#b2bcontent

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

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

VI. Nurturing with Content#b2bcontent

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

VII. Attribution & Measurement#b2bcontent

How to Measure Content Performance • Option 1: Marketing Automation software – Marketo – Eloqua – HubSpot • Option 2: UTM Tags#b2bcontent

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

VIII. The Principles of Content Marketing#b2bcontent

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

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

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B2B Content Marketing Strategies for Demand Generation and Lead Nurturing

by ReTargeter on Aug 28, 2012

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B2B Content Marketing Strategies for Demand Generation and Lead Nurturing Presentation Transcript