Knowing the audience will shape the content tone and topic selection But it’s not just “who,” it’s “who else”
Each stage of the buy cycle has question B2B marketers should look to answer Twitter – #eMwebinar
Maria Pergolino, director of marketing, Marketo “ Every message you’re sharing is a form of content.”
B2B marketers must decide how to package content Twitter – #eMwebinar
Formats such as blog posts, webinars and white papers are ideal for sharing top-funnel content
Webinars, white papers, case studies and enewsletters guide buyers down the path toward conversion
Brian Kardon, CMO, Eloqua “ People want to say, ‘Hey, a webinar is better than a video or a blog post.’ It’s less about the medium and more about the subject matter and how you execute. It’s what’s inside the vessel, not the vessel itself.” Twitter – #eMwebinar
The metrics for measuring content marketing success are straightforward
The actual measurement process is a bit more complex Twitter – #eMwebinar
The majority of B2B companies worldwide track lead activity with a customer relationship management tool…
… But a minority are integrating their CRM system with a marketing automation tool
Lisa Horner, director of campaigns, Citrix Online “ When you think about lead nurturing programs, you have to be able to continue the story and the conversation as your prospects and your customers evolve their knowledge .”
Without tools to measure the value of each content marketing asset , marketers can’t expect to prioritize their efforts or grow their programs
How you package content matters, but what’s inside matters more. Take time to identify the topics that resonate most with prospects’ pain points or educational and informational needs.
Content marketing was made to be a community task. Leverage internal expertise and manpower. Look to clients, fans and followers for topic inspiration and additional content creation.
Know where to fish. Promoting content takes time and effort. Pick a few networks and communities you know prospects frequent.
Be respectful when asking for information, and listen! Multistep registration allows prospects to ease into a relationship with a brand. As they share more information, make sure to have the tools necessary to tailor content to their individual needs.
Measurement is a must.
Conclusions: B2B Content Marketing
2 Minute Case Study: Marketo Jason Miller Content Marketing and Social Media
B2B Lead Generation —Using Content to Acquire New Customers Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on Twitter. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Twitter Hashtag: #eMwebinar Sponsored by: Presented by: Lauren Fisher Writer/Analyst, eMarketer, Inc.