The Grand Plan - A Better B2B Content Marketing Strategy

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Learn how to build a content strategy plan for our individual business needs and move forward with confidence in marketing content creation efforts.

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The Grand Plan - A Better B2B Content Marketing Strategy

  1. 1. The 5 Key Elements of a Better B2B Content Marketing Strategy A Better B2B Marketing Clinic Nolin&LeChasseur&is&your&presenter&today.&&&& & He&is&a&founding&partner&at&Brainrider&where& he&specializes&in&customer<focused&thinking,& marke?ng&strategy,&and&marke?ng& technology.&&&@Brainrider | @Nolin
  2. 2. Better Content is… YOU ARE•  Driven by objectives HERE•  Customer-focused•  Demonstrates subject matter expertise•  Supports your programs•  Easy to publish & share•  Measurable performance (Your Customer is here) @Brainrider | @Nolin
  3. 3. Better content! is not about ! you.
  4. 4. Customers Want Content That Helps Them Solve Problems…@Brainrider | @Nolin
  5. 5. … Aligned To Their Buying Decision If your What’s my How do I fix Are you customer is asking: problem my problem right for me Education Solutions Credentials & They want: & Thought & Product Decision Leadership Suitability Support • Trends • What is the solution & • Pricing how does it work • Benchmarks • Bench strength What to • Solution comparisons demonstration • Analyst coverage share • Pitfall analysis • Case studies • 101 Education with • Readiness & suitability • ROI/TCO • How to guides them: assessments • How other people • How to buy • How do I choose a are solving this • Working with us vendor @Brainrider | @Nolin5"
  6. 6. … Aligned With Your Programs If your What’s my How do I fix Are youcustomeris asking: problem my problem right for me ACQUIRE&PROSPECTS& Program Education Solutions Credentials & TheyObjective: want: & Thought & Product NURTURE&PROSPECTS& Decision Leadership Suitability Support DETERMINE&SALES<READINESS& • Trends • What is the solution & • Pricing how does it work • Benchmarks • Bench strength What to • Solution comparisons demonstration • Analyst coverage share • Pitfall analysis • Case studies • 101 Education with • Readiness & suitability • ROI/TCO • How to guides them: assessments • How other people • How to buy • How do I choose a are solving this • Working with us vendor@Brainrider | @Nolin
  7. 7. How to Build A Content Strategy !  Prioritize measurable objectives !  Articulate the business you’re in using customer terms !  Profile your target customer segments !  Identify content that’s working now !  Develop content aligned with what your customer wants to know@Brainrider | @Nolin
  8. 8. Prioritize Measurable Objectives How"many"qualified"customers…" Genera;ng" VISITOR& !  Find you & your expertise Awareness" && Acquiring" PROSPECT& !  Identify themselves & Prospects" give permission for contact !  Recently active, or re-activated Nurturing" !  Engage with your content ACTIVE& Prospects" PROSPECT& !  Segment: Tell you what they want to know !  Segment: Tell you more about themselves Determining" !  Meet MQL/SAL criteria Sales" MQL/SAL& Readiness" !  Signal readiness to buy @Brainrider | @Nolin8"
  9. 9. We’re In The ____________ Business @Brainrider | @Nolin9"
  10. 10. Profile your target customer •  Who are you talking to? •  Are there specific groups or segments? •  Think beyond firmagraphics Who&are&your&3&best&customers?& Who&is&your&perfect&customer?& Who&are&the&buyers,&influencers,&stakeholders?& What&key&events&or&ini?a?ves&are&crea?ng&a&need?& @Brainrider | @Nolin10"
  11. 11. What content is working today? •  What content do you share today? •  What is it about? •  How do you choose it? •  How is it organized and merchandized? •  Which assets are most engaging? •  What does your audience like about it? •  How can it be further leveraged? @Brainrider | @Nolin11"
  12. 12. Now align with what your customer wants to know@Brainrider | @Nolin
  13. 13. Identify customer needs & pains•  How to …•  How do I …•  Do I need more/less …•  Should we …•  Comparing …•  Choosing a …@Brainrider | @Nolin
  14. 14. How the process might look14"
  15. 15. Organize by customer needs & pains
  16. 16. How the end result should look@Brainrider | @Nolin
  17. 17. Resources For Better B2B Marketing Evaluate your Content, Website, & Programs with our Free Better B2B Marketing Checklist Let’s review your content & website Free 20-minute consultation Go to Brainrider.com/Nolin For more helpful B2B Marketing content, visit: @Brainrider www.linkedin.com/company/brainrider Resources: brainrider.info Articles: brainrider.com/blog

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