introduction to
CONTENT MARKETINGfor B2B
Overview
Content marketing is the new buzzword
in digital strategies. But few of us really
know what content marketing mea...
Content
The concept of "web content" includes a wide
range of things:
Website copy (blog, static pages)
eBooks
Social medi...
Content
The purpose of web content is to:
Attract
Inform
Entertain
Influence
Teach
Connect
Share
Your business, sales and
...
"I have my website. Our team tweets a little.
We have a Facebook page. Why focus on
producing content?"
That's a question ...
Content marketing
Content marketing has tangible benefits:
Increases leads
Increase sales
Attracts more visitors
Raises yo...
Content marketing
Content marketing also has intangible
benefits:
Proves your expertise
Builds trust
Spreads awareness
Edu...
Content marketing
model
The most consistently usedcontent marketing
model, in both B2B and B2C, has 4 steps:
Turning stran...
Attracting strangers
Each step of the model uses a different set of
tools.
To attract strangers, content marketers use:
Se...
Catching leads
Once strangers are on your website, they
become visitors. To turn them into leads,
provide them with:
Calls...
Making customers
Once you've captured visitors' emails and
turned them into leads, you must convince
them to buy your prod...
Motivating promoters
The last step of the process is to motivate
your satisfied customers to promote your
product or servi...
Content for B2B
markets
The beautiful thing about content marketing
(also known as inbound marketing) is that it
works for...
Content for B2B
markets
B2B marketers constantly face the challenge
of explaining complex products, but longer
content for...
Conclusion
Content marketing has completely changed
the way people do business. Permission
marketing has supplanted interr...
All Digital. Real Sweet.
Our website: www.stikkymedia.com
Our blog: www.stikkymedia.com/blog
Follow us on:
Interested in o...
Upcoming SlideShare
Loading in …5
×

Introduction to content marketing for B2B

1,609
-1

Published on

This slideshow covers the basics of content and content marketing to introduce B2B businesses to the benefits of working with inbound and content marketing.
In the presentation:
-Content
-Content production
-Content marketing
-Content marketing model
-Content for B2B markets

Published in: Marketing, Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,609
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Introduction to content marketing for B2B

  1. 1. introduction to CONTENT MARKETINGfor B2B
  2. 2. Overview Content marketing is the new buzzword in digital strategies. But few of us really know what content marketing means, or what it can do for B2B businesses. In this presentation, we introduce content, its strategies and its principles in a B2B context. Ready? Let's make content! Anabelle Bernard Fournier Content Strategist Stikky Media
  3. 3. Content The concept of "web content" includes a wide range of things: Website copy (blog, static pages) eBooks Social media updates Graphics and pictures Videos Music Presentations Webinars Etc. Anything that is delivered through the web is content!
  4. 4. Content The purpose of web content is to: Attract Inform Entertain Influence Teach Connect Share Your business, sales and marketing strategies will determine the purpose of your content.
  5. 5. "I have my website. Our team tweets a little. We have a Facebook page. Why focus on producing content?" That's a question we often get, especially from our B2B clients. Seeing the ROI of content can be difficult when managers are used to traditional sales-driven metrics. "There is no single metric you can show your boss that will categorically give the ROI of the content you produce" -Kieran Flanagan, Hubspot Content production
  6. 6. Content marketing Content marketing has tangible benefits: Increases leads Increase sales Attracts more visitors Raises your prices Improves your search results position Decreasesmarketingandadvertisingcosts Planned and executed by marketing professionals, your content marketing efforts will drive traffic to your site and increase leads. It’s capable of playing a role in helping you better qualify leads, too. -Barry Feldman, Convince and Convert. "
  7. 7. Content marketing Content marketing also has intangible benefits: Proves your expertise Builds trust Spreads awareness Educates prospects, clients and employees Influences purchasing decisions Improves customer service Attracts the right clients Connects you to other experts
  8. 8. Content marketing model The most consistently usedcontent marketing model, in both B2B and B2C, has 4 steps: Turning strangers into visitors Turning visitors into leads Turning leads into customers Turning customers into promoters Models from different companies will use different words, but the steps are always essentially the same. Strangers Visitors Leads Customers Promoters
  9. 9. Attracting strangers Each step of the model uses a different set of tools. To attract strangers, content marketers use: Search engine optimization Blogs Social media
  10. 10. Catching leads Once strangers are on your website, they become visitors. To turn them into leads, provide them with: Calls to action to click Forms to fill Landing pages to visit The point of these tools is to gather email addresses (always with the consent of the person) by offering "gated" free content.
  11. 11. Making customers Once you've captured visitors' emails and turned them into leads, you must convince them to buy your product or service by: Identifying and classifying them Sending them emails Listening to their buying signals Of course, giving them more content in the form of blog posts, ebooks and webinars is going to strengthen their trust in your company.
  12. 12. Motivating promoters The last step of the process is to motivate your satisfied customers to promote your product or service. You can: Organize events Launch contests Invite their contribution to your content Motivated promoters are going to spread the word to even more strangers, starting the cycle all over again.
  13. 13. Content for B2B markets The beautiful thing about content marketing (also known as inbound marketing) is that it works for every market--yes, even the most obscure B2B field. In fact, it's especially effective for B2B. B2B customers have a long buying cycle that can be supported by publishing content and using email campaigns.
  14. 14. Content for B2B markets B2B marketers constantly face the challenge of explaining complex products, but longer content forms like ebooks, webinars and presentations make it much easier. Inbound marketing is also a great way to segment your leads and provide personalized information that responds to specific needs.
  15. 15. Conclusion Content marketing has completely changed the way people do business. Permission marketing has supplanted interruption marketing. Coldcallsare no longernecessary, as leads now warm themselves. B2B marketing has yet to completely adopt content marketing, yet these are the companies that have the most to gain by this model.
  16. 16. All Digital. Real Sweet. Our website: www.stikkymedia.com Our blog: www.stikkymedia.com/blog Follow us on: Interested in our content strategy and marketing services? Email us info@stikkymedia.com Call us 1-888-819-3756

×