How to create a content strategy for B2B marketing success

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The world is awash in content. Blog posts, eBooks, webinars, white papers–you name it, marketers are producing it to connect with prospects. But how do you create content that differentiates your business? What is needed to develop a content strategy that resonates with potential business customers? And how do you streamline the process so you’re not overwhelmed?

This session from Social Media Week 2013 (Toronto) will answer these questions by showing you how to create buyer personas, helping you understand the questions prospects ask at different stages of the sales cycle and explaining the type of content needed to convert leads into customers.

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How to create a content strategy for B2B marketing success

  1. 1. HOW TO CREATE A CONTENT STRATEGY FOR B2B MARKETING SUCCESS
  2. 2. DOWNLOAD THE DECK: http://bit.ly/1dBjLUu
  3. 3. #SMWcontent
  4. 4. SHELLEY PRINGLE @shelleypringle www.polarisprinc.com/blog Linkedin.com/ShelleyPringle shelley@polarisprinc.com
  5. 5. AGENDA 1. Buyer Personas 2. How People Buy 3. The Content Road Map 4. How to save time
  6. 6. The world is awash in content
  7. 7. HOW CAN YOU STAND OUT? 1. Create buyer personas 2. Understand the sales cycle 3. Develop relevant content
  8. 8. WHAT ARE BUYER PERSONAS?
  9. 9. PIPER PARALEGAL SERVICES “We help small businesses collect outstanding accounts and assist with small claims court when customers don’t pay.”
  10. 10. INTRODUCING: FRANK, MARY & BILL
  11. 11. WHY ARE BUYER PERSONAS IMPORTANT?
  12. 12. SMALL BUSINESSES “When a customer doesn’t pay, that’s money right out of my pocket.”
  13. 13. BOOK KEEPERS “I want to help my clients collect the money that’s owing to them.”
  14. 14. ACCOUNTANTS “You can’t run a profitable business if customers don’t pay on time or don’t pay at all.”
  15. 15. HOW ARE BUYER PERSONAS CREATED?
  16. 16. CONTACT TRAITS
  17. 17. COMPANY SIZE
  18. 18. MARKET OR INDUSTRY
  19. 19. GEOGRAPHY
  20. 20. PRODUCT OR SERVICE
  21. 21. DECISION MAKER STATUS
  22. 22. Ask yourself these questions: What problems are they trying to solve? What kind of content do they prefer? Who else influences their decision?
  23. 23. CREATE PERSONAS FROM THEMES
  24. 24. Where do you get this information?
  25. 25. Your leads are at different stages of the sales cycle
  26. 26. HOW PEOPLE BUY
  27. 27. The same message will NOT work for every every contact
  28. 28. Top of the Funnel Questions they have: How do I…? What’s the best…? Should I…? How do I address this problem?
  29. 29. Top of the Funnel Content: How to Guides Best Practice Examples Templates Idea Posts Instructional Videos
  30. 30. Top of the Funnel Indicators they’re ready to move on: Sign up for a demo Visit your pricing page Download multiple offers Request more info
  31. 31. Middle of the Funnel Questions they have: How can YOU help? Do I need this? What can I expect? Am I making the right choice? What do I need to consider?
  32. 32. Middle of the Funnel Content: Case studies Results & analysis Decision tools Demo/Trial
  33. 33. Middle of the Funnel Indicators they’re ready to move on: Several discussions with sales Decision-makers brought in Final proposal
  34. 34. Bottom of the Funnel They’re a customer! Repeat purchase Up sell Support Customer feedback Evangelists
  35. 35. DEVELOP A CONTENT ROAD MAP
  36. 36. PIPER PARALEGAL SERVICES “We help small businesses collect outstanding accounts from their customers and assist with small claims court when customers don’t pay.”
  37. 37. RELEVANT CONTENT
  38. 38. DOWNLOAD OUR FREE TEMPLATE: How to Create Customer Personas http://bit.ly/YIznx2
  39. 39. SOCIAL MEDIA WEEK SPECIAL ON SPECIAL UNTIL FRIDAY, SEPT 27: • Buyer persona workshop • Persona summary • Content road map Regular price: $2,499 Buy the package for $1,999 until Friday, Sept. 27 Email: shelley@polarisprinc.com
  40. 40. MAKE CONTENT CREATION LESS TIME-CONSUMING
  41. 41. ENLIST OTHERS
  42. 42. HIRE A WRITER
  43. 43. REPACKAGE
  44. 44. GUEST BLOGGERS
  45. 45. CURATION
  46. 46. DOWNLOAD OUR FREE TEMPLATE: How to Create Customer Personas http://bit.ly/YIznx2
  47. 47. SOCIAL MEDIA WEEK SPECIAL ON SPECIAL UNTIL FRIDAY, SEPT 27: • Buyer persona workshop • Persona summary • Content road map Regular price: $2,499 Buy the package for $1,999 until Friday, Sept. 27 Email: shelley@polarisprinc.com
  48. 48. DOWNLOAD THE DECK: http://bit.ly/1dBjLUu

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