B2B Content Marketing

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    5 Favorites & 2 Groups

    B2B Content Marketing - Presentation Transcript

    1. sepTeMber 2009 Content marketing for b2b Why it works, how you can make it work, and the two issues most likely to stop it working... John Bottom, Base One Friedrichshafen, Germany, Sep 2009 base one group ©2009
    2. Two sides of social media: direct (product) influence (issues) base one group ©2009
    3. Content marketing The changing face of publishing What it means to B2B markets Influence and control How does an agency offer content marketing? Problems & solutions base one group ©2009
    4. base one group ©2009
    5. The traditional publishing model • Money • Machinery • Mass economies base one group ©2009
    6. new The traditional publishing model new base one group ©2009
    7. new The traditional publishing model new • Ideas base one group ©2009
    8. new The traditional publishing model new • Ideas • Popularity base one group ©2009
    9. new The traditional publishing model new • Ideas • Popularity • Individuals base one group ©2009
    10. Welcome to the Buyersphere base one group ©2009
    11. How it was in 1999 base one group ©2009
    12. How it is in 2009 base one group ©2009
    13. Welcome to the Buyersphere base one group ©2009
    14. The Information Superhighway Designed by the few for use by the many. Fixed, pre-determined. Extension of previous thinking. base one group ©2009
    15. The Social Media Stream Designed by the many. Flexible, ever-changing. New thinking. base one group ©2009
    16. Scale How influential, how big is the Buyersphere? How powerful is social media? base one group ©2009
    17. Pew Report: "27% of bloggers are motivated by the idea of influencing other people's opinions" 22.5m "influencing" bloggers in 2008 Add "influencing" users of other social networks... Add mobile content producers... ...Wiki contributors...commenters...reviewers... ...and, of course, Twitterers base one group ©2009
    18. Welcome to Content Nation. base one group ©2009
    19. Great. But how can B2B brands harness this influence? base one group ©2009
    20. Content is produced by organisations with the established editorial and logistical resources to distribute it. Companies advertise alongside it to establish links between that content, the target audience and the brand. base one group ©2009
    21. Content is the brand. base one group ©2009
    22. Thought leadership "Leveraging your natural expertise to provide valuable insight on the issues that your target market care about" base one group ©2009
    23. Thought leadership "Leveraging your natural expertise to provide valuable insight on the issues that your target market care about" base one group ©2009
    24. Thought leadership "Leveraging your natural expertise to provide valuable insight on the issues that your target market care about" base one group ©2009
    25. Thought leadership "Leveraging your natural expertise to provide valuable insight on the issues that your target market care about" base one group ©2009
    26. Thought leadership Product base one group ©2009
    27. Where does your content come from? Articles from in-house experts Interview customers Commission research Aggregate information Create how-to guide Comment on Online feedback survey Review other Relate important news content (be honest) (and give your opinion) base one group ©2009
    28. What form does your content take? Your own Presentations Images on blog on Slideshare Flickr etc Podcasts/ Facebook/Hyves/Hi5/ vodcasts Other Bebo/Habbo/Orkut etc blogs Videos on YouTube, Vimeo, Discussions on Twitter VideoJug LinkedIn Bookmarking sites: Digg, Reddit, Specialist industry Delicious etc forums base one group ©2009
    29. ...but what's in it for you? base one group ©2009
    30. What do you get out of thought leadership? Earn respect: add value to your offering base one group ©2009
    31. What do you get out of thought leadership? Earn respect: add value to your offering Generate leads; build your database base one group ©2009
    32. What do you get out of thought leadership? Earn respect: add value to your offering Generate leads; build your database Progress the sales cycle base one group ©2009
    33. What do you get out of thought leadership? Earn respect: add value to your offering Generate leads; build your database Progress the sales cycle Give sales a reason to engage base one group ©2009
    34. What do you get out of thought leadership? Earn respect: add value to your offering Generate leads; build your database Progress the sales cycle Give sales a reason to engage Boost your SEO performance base one group ©2009
    35. How should agencies approach content marketing? base one group ©2009
    36. The 3 'must-haves' for successful content marketing • Something to say (expertise) • Somewhere to say it (technology/planning) • Someone to help (time/skills) base one group ©2009
    37. The Base One approach CLIENT EXPERTISE CONTENT PRODUCTION TECH/PLANNING base one group ©2009
    38. The Base One approach CLIENT EXPERTISE CONTENT PRODUCTION TECH/PLANNING base one group ©2009
    39. The Base One approach CLIENT EXPERTISE CONTENT PRODUCTION TECH/PLANNING base one group ©2009
    40. The Base One approach CLIENT EXPERTISE CONTENT PRODUCTION TECH/PLANNING base one group ©2009
    41. Obstacles base one group ©2009
    42. Obstacles • Identity crisis base one group ©2009
    43. Obstacles • Identity crisis • Lack of expertise base one group ©2009
    44. Social media = individual identity ...but what if you are doing it for the client? 1) Use real client name 2) Use your own name 2) Create user name base one group ©2009
    45. 1) Use real client name • ghostwriting with involvement • needs participation from client • significant investment in time • ego trip • best in long run but very difficult to maintain base one group ©2009
    46. 2) Use your own name • you represent the client • serious learning curve • admin easier base one group ©2009
    47. 3) Create user name • an alias to represent the brand • writes as an individual, or collective • allows third-party involvement • allows the brand name to be mentioned • eg: powwownow_green • admin needs to be carefully managed base one group ©2009
    48. How expert are you? base one group ©2009
    49. Complex market Simple market base one group ©2009
    50. Complex market Simple market Distinctive brand Me too brand base one group ©2009
    51. Complex market Simple market Distinctive brand Me too brand Access to experts No expertise base one group ©2009
    52. Complex market Simple market Distinctive brand Me too brand Access to experts No expertise Quality Quantity base one group ©2009
    53. Complex market Simple market Distinctive brand Me too brand Access to experts No expertise Quality Quantity Recommendation Ubiquity base one group ©2009
    54. Thought Presence leadership marketing Complex market Simple market Distinctive brand Me too brand Access to experts No expertise Quality Quantity Recommendation Ubiquity base one group ©2009
    55. Thought Presence leadership marketing base one group ©2009
    56. Thought Presence Traditional leadership marketing advertising base one group ©2009
    57. Thought Presence Traditional leadership marketing advertising You create You create and Someone else original content aggregate content creates the to represent which is linked to content. Your your brand your brand brand uses the traffic. base one group ©2009
    58. Thought Presence Traditional leadership marketing advertising You create You create and Someone else original content aggregate content creates the to represent which is linked to content. Your your brand your brand brand uses the traffic. SOCIAL MEDIA TRADITIONAL MEDIA base one group ©2009
    59. Content marketing summarised... • Marketers are no longer in control • Buyers are social; brands need to socialise • Give people what they want • Enormous potential – for winning and losing • When are you going to start? base one group ©2009
    60. base one group ©2009
    SlideShare Zeitgeist 2009

    + John BottomJohn Bottom Nominate

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