• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Breaking Down the Buy-In Barrier for B2B Content Marketing
 

Breaking Down the Buy-In Barrier for B2B Content Marketing

on

  • 617 views

While more and more B2B marketers are using content marketing and allocating more of their budgets to it, there is still a significant percentage facing the challenge of getting buy-in. There are ...

While more and more B2B marketers are using content marketing and allocating more of their budgets to it, there is still a significant percentage facing the challenge of getting buy-in. There are incredible opportunities for B2B marketers to utilize content to drive more leads and sales – if they can convince the powers-that-be that content marketing will increase the bottom line.

During this webinar, Search Mojo’s Kari Rippetoe will show you how to overcome this obstacle and get the buy-in needed to implement an effective content marketing program.

Statistics

Views

Total Views
617
Views on SlideShare
597
Embed Views
20

Actions

Likes
2
Downloads
3
Comments
0

2 Embeds 20

http://www.spundge.com 14
http://www.search-mojo.com 6

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Breaking Down the Buy-In Barrier for B2B Content Marketing Breaking Down the Buy-In Barrier for B2B Content Marketing Presentation Transcript

    • @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 KARI RIPPETOE, CONTENT MARKETING MANAGER SEARCH MOJO @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • SEARCH-MOJO.COM@searchmojo #mojowebinar Kari Rippetoe Content Marketing Manager, Search Mojo Follow on Twitter: @KariRippetoe
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
    • SEARCH-MOJO.COM@searchmojo #mojowebinar
    • @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • 9 out of 10 marketers are using content marketing • 58% are increasing content marketing budgets 30% of budgets spent on content marketing 2014 B2B Content Marketing Benchmarks, Budgets and Trends
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • 39% have a part of their marketing budget allocated to content marketing • 66% have a documented content marketing strategy • Use an average of 15 content marketing tactics • Use an average of 7 social media platforms 2014 B2B Content Marketing Benchmarks, Budgets and Trends
    • SEARCH-MOJO.COM@searchmojo #mojowebinar 2014 B2B Content Marketing Benchmarks, Budgets and Trends
    • SEARCH-MOJO.COM@searchmojo #mojowebinar 1. Getting marketing and sales aligned 2. Sticking to a strategy 3. Moving buyers down the sales funnel 4. Convincing the decision-makers 5. Proving ROI
    • SEARCH-MOJO.COM@searchmojo #mojowebinar Source: Ifbyphone
    • @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • Establish a line of communication – What is the quality of the leads? – What does sales need to sell? – What questions are customers asking? Sales Content Insights from Sales
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • Establish your overall business goals before talking content marketing • Tie it all together with an integrated strategy for accomplishing goals
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • Communicate with sales • Map content to sales funnel and buying stages • Develop personas
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • Know the roles of the decision-makers and influencers • Know what their pain points are • Know what their top questions regarding your solutions are
    • SEARCH-MOJO.COM@searchmojo #mojowebinar Step How Many Solutions Evaluated Key Personas Key Rings of Insight Resources Consulted Content Trigger Small biz owner Lightweight option, warranty expiring WSJ article LinkedIn group PR: Story about product weight Research 5 Office Manager Battery life Size/Weight Online reviews Blog posts Website: Comparisons of one model vs. competition Assess 3 Office Manager Keyboard feel Screen Resolution Apple Store Best Buy In store offers Negotiate 2 Small biz owner Cost trade-offs Extended warranty Supplier websites Offers (coupon, rebate?) Implement 1 Office Manager Start-up time Tech Support Customer newsletter User community User community on site Help Tips
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • Go back to your goals • Determine Key Performance Indicators (KPIs) • Figure out how to measure KPIs
    • @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • SEARCH-MOJO.COM@searchmojo #mojowebinar
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • Goals • Strategy • Tactics • Resources • Metrics
    • SEARCH-MOJO.COM@searchmojo #mojowebinar SEO Paid search/media Social Media Email Mobile PR Print media Events
    • SEARCH-MOJO.COM@searchmojo #mojowebinar Query: Who are the best cloud computing providers?
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • Interviews • Thought-leadership pieces • Research and reports • Event video PR can CREATE and DISTRIBUTE content!
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • Subject Matter Experts (SMEs) are on board as creators and contributors • Other departments are on board with how content will be used by them • They’ll help you make your case and prove content marketing’s value
    • @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • Increase awareness • Increase leads • Increase customers Goals • Traffic • PR • Lead gen • Sales KPIs • Unique visitors • Placements • Leads to opportunities • Sales Metrics
    • SEARCH-MOJO.COM@searchmojo #mojowebinar • Don’t tie back to goals • Aren’t actionable • Aren’t accurate indicators of behavior Vanity Metric Try this instead… Search rankings Traffic from search “Engagement” Traffic & conversions from social Bounce rate Conversions
    • SEARCH-MOJO.COM@searchmojo #mojowebinar Planning and Budgeting for Digital Marketing Success in the New Year October 24, 2013 2:00 p.m. ET Register today at www.search-mojo.com/budget Sean McCusty Inside Sales Consultant Search Mojo Janet Driscoll Miller President & CEO Search Mojo
    • SEARCH-MOJO.COM@searchmojo #mojowebinar Contact Search Mojo: Sean McCusty 800-939-5938 ext. 116 smccusty@search-mojo.com
    • SEARCH-MOJO.COM@searchmojo #mojowebinar Google+: +Search Mojo Twitter: @SearchMojo Facebook: facebook.com/searchmojo Kari Rippetoe Google+: +Kari Rippetoe Twitter: @KariRippetoe