Phil McGuin, Stickyeyes Head of Insight and Consultancy presented his 5 steps to developing a content strategy for The Marketer’s latest webinar – B2B content marketing: how to set a strategy for an SME then run a simple, cost-effective programme #contentmarketingwebinar The webinar focused on five key stages of developing a strategy from context, connection and categorisation to crafting and conversion. For more content marketing advice and insight see our blog at http://www.stickyeyes.com

1. Content
Marketing for
B2B SME’s
Philip McGuin
Head of Insight and Consultancy
@Stickyeyes
#Contentmarketingwebinar
27 August 2014
A 5 Step Process

2. TODAY’S PRESENTATION
KEY OBJECTIVES
UNDERSTANDING OF KEY CHALLENGES
DEPLOYMENT FRAMEWORK
PRACTICAL & COST EFFECTIVE GUIDANCE

3. 5 Step
Content Marketing
Framework
Content Marketing

4. 5 STEP FRAMEWORK
KEY COMPONENTS
Content
Marketing
Framework
Context
Connection
CategorisationGrafting
Conversion

5. What is Content Marketing?
Definition

6. CONTENT MARKETING
DEFINITION
“Content marketing is the process of developing and
sharing relevant, valuable, and engaging content to a
targeted audience with the goal of acquiring new
customers or increasing business from existing customers.”
Put simply…..
Content is the life blood of the marketing & buying process

7. Practical Challenges
Content Marketing

8. PRACTICAL CHALLENGES
TYPICAL BARRIERS
Level of marketing within the business
Limited resource & budget
Limited skills & expertise
Understanding the role of content marketing!

9. Business/Operational
Maturity Model
Content Marketing

10. MATURITY MODEL
KEY PHASES
Novice
Weak buy-in
Siloed/Ad hoc
Reactive
Ad Hoc Resource
Practitioner
Emerging Processes
Experimental
Reactive
Dedicated Resource
Intermediate
Process & Outputs
Calls to Action
Dedicated Team
Measurement
Advanced
Optimisation
Business Aligned
Cross Channel
Cross Functional
Be realistic with where you are & build over time

11. Step 1 - Context
Content Marketing Framework

12. STEP 1: CONTEXT
KEY QUESTIONS
WHAT IS THE STATE OF THE UNION?
WHAT IS IT GOING TO SUPPORT& WHY?
WHAT GAPS / ISSUES IS IT GOING TO FIX?

13. GAP ANALYSIS
KEY AREAS
CONTENT
MAPPING /
MATRIX
BUYING
CYCLE
CONTENT
PERSONAS
KEY COMPONENTS:
Help you understand how
your audience consume
content at different stage of
buying

14. SETTING CONTENT INTO CONTEXT
MAKING IT BUSINESS RELEVANT
SalesandMarketing
Awareness Stage
Blogs, Social Media,
eBooks, Webinars,
Industry Reports
Consideration Stage Case Studies, Demos,
Customer Testimonials
Decision Stage Analyst Reports, Details
Product Information
Buying Stages Types of Content

15. BUILDING PERSONAS
KEY ATTRIBUTES
Competitor
Benchmarking
Priority Needs
Success Measures
Purchase Barriers
Buying Process
Decision Criteria

16. Step 2 – Connection
Content Marketing Framework

17. STEP 2: CONNECTION
KEY QUESTIONS
HOW TO INTEGRATE INTO EXISTING
MARKETING ACTIVATES?
HOW TO INTEGRATE INTO EXISTING
OPERATIONAL STRUCTURES?
WHAT DO CONTENT DO WE HAVE & WHAT
CONTENT DO WE NEED TO CREATE?

18. CONNECTING CONTENT
BUSINESS RELEVANT
BUYING CYCLE
AUDIENCE
MARKETING
CONTENT OPTIMISATIONEARNED
MEDIA
CREATIVE
MESSAGING
PAID MEDIA
OWNED
MEDIA
INTEGRATED CONTENT
STRATEGY

19. PRODUCT INFORMATION
TESTIMONIALS
AD COPY & CREATIVE
ARTICLES / BLOG COPY
THOUGHT LEADERSHIP
CASE STUDIES
WEBSITE / SOCIAL ASSETS
EVENTS / EXHIBITIONS
NEWS / PR
TRADE PRESS / EMAIL
BRANDING / ADVERTS
SEARCH MARKETING
ADVERTORIAL / OPT-EDS MARKETING COLLATERAL
Auditing &
Connecting
Content
AUDITING & CONNECTING
DEVELOPING AN INVENTORY
TYPE & THEME OF
CONTENT
MARKETING CHANNELS
& ASSETS

20. CONNECTING OPERATIONS
STRATEGY, OPERATIONS & INSIGHTS
Audience Insights
Analytics Insights
Content Optimisation
Conversation Analysis
Competitive Analysis &
Client Inputs
Objective Setting
Strategy Development
Program Definition
STRATEGY
PLANNING
INSIGHT &
MEASUREMENT
OPERATIONAL
DELIVERY
Ongoing Editorial Planning
Reviews: content, platform
& engagement refinement

21. Step 3 - Categorisation
Content Marketing Framework

22. STEP 3: CATEGORISATION
KEY QUESTIONS
22
WHAT DO WE PRIORITISE & WHY?
WHAT TYPE OF SKILLS WILL BE REQUIRED?
WHAT CONTENT GAPS DO WE NEED TO FILL?

23. AREAS FOR PRIORITISATION
WHERE TO FOCUS?
ASSET SPECIFIC RESOURCE SPECIFIC PROCESS SPECIFIC
• This looks at everything
from website content,
brochures, blogs, case
studies, white papers as
well as social media
platforms & other
external communications
• This looks at the skills
and resources needed to
create and implemented
a content strategy
structure. A key
consideration is external
outsourcing
• This looks at everything
from how content is
managed internal to the
business as well as
deployment & publishing
workflows

24. TIME BASED PRIORITISATION
LONG, MEDIUM & SHORT TERM
Long
Short
Medium
LONG TERM:
Areas that
realistically require
significantly more
investment
MEDIUM TERM:
Areas where investment
is required but can be
achieved within a
reasonable time frame
SHORT TERM:
Quick wins that can be fixed
with immediate effect & have
most direct impact

25. ORDER OF PRIORITISATION
KEY COMPONENTS
Assets / Content
Areas
Resource / Skills
Allocation
Content
Schedule
Publishing
Workflow
Measurement
& Report
Ensure you align with your marking channels & activity

26. Step 4 – Crafting
Content Marketing Framework

27. STEP 4: CRAFTING
KEY QUESTIONS
WHAT SKILLS & SUBJECT
MATTER EXPERTISE IS NEEDED?
WHAT PROCESSES & PUBLISHING
WORKFLOWS ARE REQUIRED?
HOW DO WE ENSURE THAT OUR CONTENT IS
ENGAGING?

28. RESOURCE CONSIDERATIONS
KEY ROLES & SKILLS
Subject Matter
Expert
Content
Strategy &
Planning
Content
Management &
Scheduling
Content
Publishing
Content Editor
& Copy Writing
Technical
Support
Creative Design

29. CONTENT PROCESSES
KEY COMPONENTS
Goals & Objectives
Audience & Destination Point
Content Type & Format
Content Triggers & CTA’s
Creating a Content Schedule/Calendar

30. CONTENT TECHNIQUES
GOALS, QUESTIONS & MEDIUMS
Content Goals
Traffic, Sales & Leads
Search Marketing
Branding /Awareness
Engagement /
Conversation
Question Format
Open-ended Questions
Closed Format
Questions
Leading Questions
Important Questions
Content Mediums
Website / Blogs
Sales Collateral
Social Platforms
3rd Party Platforms

31. CONTENT TECHNIQUES
FORMAT, TYPE & TRIGGERS
Content Format
Infographic / Video
Press Release /
Slideshow
Articles / White Paper
Event / Webinar
Content Type
Review / How to Guide
Update / News
Trends / Checklists
Update / News
Content Triggers / CTAs
Downloads /
Subscription
Meetings
Events / Webinars
Research Polls

32. Step 5 - Conversion
Content Marketing Framework

33. MEASUREMENT OBJECTIVES
BUSINESS ALIGNMENT
3
DRIVE BUSINESS GOALS
DRIVE PERFORMANCE
DRIVE EXPOSURE
DRIVE ACQUISITION

34. MEASUREMENT STRATEGY
KEY ATTRIBUTES
MARKET REACH:
Volume & quality of
potential audience who
saw the mention
DISCUSSION:
The volume of brand &
campaign mentions
INFLUENCERS
ACQUISITION:
Traffic, leads and
monetary acquisition
ENGAGEMENT:
The number of shares,
retweets, comments & posts

35. Philip McGuin
Head of Insight and Consultancy
philip.mcguin@stickyeyes.com
@Stickyeyes
#contentmarketingwebinar
Thank you