Here are the slides from a recent Webinar featuring Bren Boswell from Techtarget, Sarah Dunn from Synmatec and good old Adam Lewis, Content Marketing Consultant.

1. WHAT WORKS IN B2B
TECHNOLOGY CONTENT
WEBINAR: 29TH SEPTEMBER, 2PM GMT

2. THANK YOU!

3. YOU WALK AWAY WITH
DATA THAT PINPOINTS WHAT CONTENT WORKS (AND WHAT DOESN’T)
BASED ON 100,000+ DOWNLOADS

4. YOU WALK AWAY WITH
INSIGHTS FROM INSIDE ONE OF THE WORLD’S
BIGGEST TECHNOLOGY PLAYERS

5. YOU WALK AWAY WITH
5 TAKEAWAYS BASED ON WORK WITH CLIENTS SUCH
AS IBM, BOX, THOMSON REUTERS

6. DON’T MISS…
TECHNOLOGY CONTENT STRATEGY MASTERCLASS
OCTOBER 2016
MORE DETAILS AT THE END OF THIS WEBINAR.

7. YOUR PANEL TODAY
BRENT BOSWELL
EMEA Director,
TechTarget
SARAH DUNN
EMEA Marketing Director,
Symantec
ADAM LEWIS
Head of Social and Content,
Bright Blue Day

8. BRENT BOSWELL, VICE PRESIDENT, EMEA

9. TECHTARGET – A GLOBAL TECHNOLOGY PUBLISHER

10. WHY CONTENT IS IMPORTANT

11. LAST BUDGETED IT PURCHASE – STUDY OF 500 EUROPEAN ITDMS IN 2015

12. IT TAKES A TEAM TO PURCHASE TECHNOLOGY:
IT BUYING TEAMS OFTEN INCLUDE 4+ STAKEHOLDERS

13. MAKE SURE CONTENT CATERS TO EACH BUYING TEAM MEMBER

14. BUYER SHORT LISTING DOESN’T COME FROM ONE ASSET DOWNLOAD

15. SPECIFIC ASSETS ARE MORE RELEVANT TO IT BUYERS AT SPECIFIC TIMES
DURING THE BUYING PROCESS

16. CONTENT CREATED SHOULD BE SPECIFIC TO EACH BUY CYCLE STAGE

17. IDENTIFY IN ALL AREAS OF THE PURCHASE CYCLE OR YOU’LL MISS OUT ON SHORT LISTS

18. AT TECHTARGET, 45% OF CONTENT DOWNLOADS ARE FROM
OUR INDEPENDENT EDITORIAL CONTENT

19. RELEVANCY IS THE KEY CHARACTERISTIC FOR BUYERS WHEN EVALUATING CONTENT

20. RELEVANCY DRASTICALLY IMPROVES PERFORMANCE

21. RELEVANCY DRASTICALLY IMPROVES PERFORMANCE

22. EUROPEAN BUYERS ARE 50% MORE LIKELY TO DOWNLOAD NATIVE LANGUAGE CONTENT,
BUT ABOVE ALL ELSE, RELEVANCY OF CONTENT IS IMPORTANT

23. TOP PERFORMING VENDOR CONTENT ACROSS EMEA

24. THE GREATEST MARKETING CRIME IS NEGLECTING TO PROVIDE THE ‘NEXT STEP’

25. ENABLE BUYERS TO COMMUNICATE WITH EACH OTHER, AND MORE IMPORTANTLY, WITH YOU

26. QUALIFIED ECM PROJECT

27. QUALIFIED ECM PROJECT

28. BUILDING A COMPREHENSIVE CONTENT PLAN

29. BUILDING A COMPREHENSIVE CONTENT PLAN

30. BEST PRACTICES TAKEAWAY

31. Q&A
SARAH DUNN
EMEA MARKETING DIRECTOR,
SYMANTEC

32. HOW DOES SYMANTEC
APPROACH CONTENT?

33. WHAT WORKS AND
WHAT DOESN’T?!

34. HOW DO YOU MANAGE THE CONTENT
PROCESS INTERNALLY?

35. HOW IS YOUR CONTENT STRATEGY
EVOLVING INTO 2017?

36. FIVE TAKEAWAYS
ADAM LEWIS
HEAD OF SOCIAL AND CONTENT, BRIGHT BLUE DAY
@ADAMLEWIS10

37. TURN YOUR SALES TEAMS IN
CONTENT MARKETERS

38. Staff
Publish
corporate
content
Corporate
Profiles
share
content
Sales Team
Targeted content
for prospects
Influencers
Engage in
conversation
Internal SME
Amplify their
knowledge

39. MAKE YOUR CONTENT WORK BETTER

40. Loweffort&often
Higheffort&infrequent
Primary research and
thought leadership
Books, ebooks &
white papers
Infographics, webinars
& presentations
Blog posts &
contributed content
Curated content &
social media posts






41. BE DISRUPTIVE TO CUT THROUGH

44. DON’T JUST FOCUS ON THE C-SUITE

45. AUDIENCE
C-Suite
Budget
Holder
Change
Maker
Responsibilities
& Goals
Pain
Points
Trusted Online
Sources
Identified
Content Needs
Product
User
Procurement

46. CONTENT IS KINGS
BUY RELEVANCE RULES

48. SHOUT IF WE CAN HELP
GET TOP CLASS STRATEGIC CONTENT:
ADAM.LEWIS@BRIGHTBLUEDAY.COM @ADAMLEWIS10
GET YOUR CONTENT IN FRONT OF IT BUYERS:
BBOSWELL@TECHTARGET.COM

49. SIGN-UP FOR CONTENT STRATEGY MASTERCLASS
EXCLUSIVE EVENT AIMED AT SENIOR MARKETERS IN B2B TECHNOLOGY
SHARPEN YOUR PLANNING SKILLS TO MAKE YOUR CONTENT MARKETING MORE IMPACTFUL AND COST-EFFECTIVE.
How content drives revenue
Tactics for new content ideas
Cut costs without cutting quality
Get more eyeballs on your content
Every attendee gets a free Content Audit.

50. THANK YOU!