More than Just Lines on a Map: Best Practices for U.S Bike Routes
Content marketing resources
1. How These Content Marketing Resources
Will Save You Time in 2014s
Vanessa Bright
Online Marketing Manager, Emerson Process Management – Rosemount
February 2014
@Vanessa _Bright
2. Interest to Content Marketing is increasing
http://www.widerfunnel.com/best-practices/14-resolutions-for-digital-marketing-success-in-2014
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@Vanessa _Bright
3. Interest to Content Marketing is increasing
http://www.google.com/trends/explore#q=Content%20Marketing&geo=US&date=1%2F2010%2049m&cmpt=q
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@Vanessa _Bright
5. Marketers expect to invest more into content
http://adage.com/article/btob/mobile-content-focus-b-b-2014/290904/
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@Vanessa _Bright
6. Content Marketing resources
• Content Maps
• Examples of great content for inspiration
• Content platforms
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@Vanessa _Bright
7. Content Maps based on Sales Cycle
Persona
Stage 1
Stage 2
Stage 3
Typical issue:
Content format
v. content topic
Content:
• Industry white paper
• Case study
• ROI calculator
Format:
• Video
• Webinar
• Blog post
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@Vanessa _Bright
8. Content Maps based on Sales Cycle
http://www.contentrulesbook.com/
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http://manufacturingdemand.com/
@Vanessa _Bright
9. Buyer’s Journey (adopted from book Content Rules)
Recognize
problem
Compare
solutions
Purchase
Is this an industry
trend?
How are others
dealing with this?
What can I get?
What do others have?
Are other customers
happy?
Industry issues
overview
User
Understand
possibilities
Analyst reports
Best practices
Case studies
How-to guides
Solutions overviews
Case studies
Testimonials
Buyer
Worth the investment?
Customer
User guides
Best practice guides
Renew reminders
New products
New features
ROI measurement
Price list
ROI studies/calculators
Case studies
Company facts
Tech
How it will integrate into
infrastructure?
http://www.contentrulesbook.com/
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Tech white paper
Case studies
Demo
Datasheet
Installation manuals
Implementation tips
Renew reminders
New products
New features
@Vanessa _Bright
10. Buyer’s Journey (adopted from book Manufacturing Demand)
Awareness
Education
Evaluation
Justification
Purchase
Post-purchase
What
prospect
is doing
Beginning
solutions search
Has identified key
solutions and is
examining each
Evaluating
solutions against
needs
Assembling
short list
Has made
selection and is
ready to buy
Using, updating,
upgrading/
expanding
What
prospect
is asking
• What is the
scope of
potential?
• Who are the
suppliers for
my need?
• What do they
offer?
• Are their
customers
successful?
• Do they fit my
needs?
• Can I easily see
a demo?
• Do they meet
my
expectations?
• Is the company
viable?
• What is the
cost?
• Is this a
leading, solid
product?
• Does it meet
or exceed my
needs?
• Can I afford to
buy and
implement?
• Why buy
now?
• Do they have a
partner in my
area?
• How can I
easily
purchase?
• Company and
product white
papers
• Produce spec
sheets
• Recorded
demo
• Educational
tips
• Features /
benefits
• Competitive
and cost
comparison
• Free trial
• Live demo
• Company
awards
• Product /
customer
reference site
• ROI tools
• Customer
stories
• Product
awards
• Partner
locator
• Promotions
or deals
• Service and
support
information
• How to get
training?
• What
resources are
available?
• How / why
should I
upgrade?
http://manufacturingdemand.com/
Best
content
types
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• Industry white
papers
• Customer
stories
• Press releases
• Training and
user
information
• Service and
support
information
• Cross sell /
up-sell
• User
community
@Vanessa _Bright
12. Content Strategy
• Content Strategy supports Marketing Strategy through content
• Content Strategy can not exist independently
• Common issue: concentration on the channel rather than objective
http://contentmarketinginstitute.com/2014/01/discuss-content-marketing-strategy-before-tactics/
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@Vanessa _Bright
13. Great Content Marketing examples
• Content asset beneficial for the target audience
• Content asset beneficial for the marketing objectives
of the company
Wonderful examples of content materials
https://library.hubspot.com/
Marketers created many excellent assets; HubSpot
examples are good from many perspectives and
company’s product is easily understandable for a
marketer
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@Vanessa _Bright
14. Content Marketing campaign example
Buyer’s Journey
Landing
Page
Thank You
Email
Content
Asset
General
Thank You
Page
Landing
Page
Thank You
Email
Thank You
Page
Landing
Page
Talk to us!
Content
Asset
Specific
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@Vanessa _Bright
15. Great Content Asset features
• Irresistible for the target audience
– Unrelated incentives can attract different audience
• Useable in the medium of distribution
• Clear calls to action for the next step
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@Vanessa _Bright
19. Easy to read on a
computer screen
Desktop computers are still the most
widely used method of accessing content
•
68% - desktop
•
41% - smartphone
•
30% - tablet
B-to-B Magazine – June 10, 2013
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@Vanessa _Bright
26. Content Example –
personalized content
Irresistible content:
Shows information about
company’s competitors
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@Vanessa _Bright
27. Content Example –
prospect’s data
Evaluation of the
current state of the
company’s “business”
Identification of what
is missing
Showing potential
Excellent call to
action, which is easy
to read
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@Vanessa _Bright
28. Content Example info to keep
Content is useful to
keep for the entire
year
Additional
information on the
same page with the
calls to action
Several calls to action
leading to more
useful tools
file:///C:/Users/Vanessa/Downloads/Worldata%202014%20B2
B%20Email%20Marketing%20Calendar.pdf
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@Vanessa _Bright
29. Content Example automated follow up
Very attractive email
with links to videos
and calls to action
Based on the
recipient's behavior
automated follow up
email is sent asking
for a meeting
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@Vanessa _Bright
30. Content Marketing Platforms
• Organization and distribution of content
• Coordination within the organization
• Wonderful source of resources related to content marketing
http://kapost.com/
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http://www.compendium.com/
@Vanessa _Bright
31. Content Platforms
Excellent e-book The Blueprint of a Modern
Marketing Campaign
http://content.kapost.com/Blueprint-eBook
Excellent presentation: 6 Steps to Create a
Content Marketing Factory
http://www.slideshare.net/kapostcontentmarketing/exploding-thewhitepaper-ee-presentation
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@Vanessa _Bright