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.
7. 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
8. Evergreen Potential
eBook
Blog post* White paper
Webinar
Infographic
SlideShare
Resource Demands
Blog post
Podcast
Newsletter
#b2bcontent
9. 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
11. Who is your target audience?
• Industry
• Title / Role
• Expert vs. novice
• Goals
• Problems
Answer: Buyer Persona
#b2bcontent
12. 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
14. 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
15. Great content speaks directly to your
audience’s interests and needs.
#b2bcontent
20. 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
23. 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
26. 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
28. 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
29. 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
Editor's Notes
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?