Breaking Down the Buy-In Barrier for B2B Content Marketing

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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.

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  • 1. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 KARI RIPPETOE, CONTENT MARKETING MANAGER SEARCH MOJO @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 2. SEARCH-MOJO.COM@searchmojo #mojowebinar Kari Rippetoe Content Marketing Manager, Search Mojo Follow on Twitter: @KariRippetoe
  • 3. 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
  • 4. SEARCH-MOJO.COM@searchmojo #mojowebinar
  • 5. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 6. 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
  • 7. 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
  • 8. SEARCH-MOJO.COM@searchmojo #mojowebinar 2014 B2B Content Marketing Benchmarks, Budgets and Trends
  • 9. 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
  • 10. SEARCH-MOJO.COM@searchmojo #mojowebinar Source: Ifbyphone
  • 11. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 12. 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
  • 13. 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
  • 14. SEARCH-MOJO.COM@searchmojo #mojowebinar • Communicate with sales • Map content to sales funnel and buying stages • Develop personas
  • 15. 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
  • 16. 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
  • 17. SEARCH-MOJO.COM@searchmojo #mojowebinar • Go back to your goals • Determine Key Performance Indicators (KPIs) • Figure out how to measure KPIs
  • 18. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 19. SEARCH-MOJO.COM@searchmojo #mojowebinar
  • 20. SEARCH-MOJO.COM@searchmojo #mojowebinar • Goals • Strategy • Tactics • Resources • Metrics
  • 21. SEARCH-MOJO.COM@searchmojo #mojowebinar SEO Paid search/media Social Media Email Mobile PR Print media Events
  • 22. SEARCH-MOJO.COM@searchmojo #mojowebinar Query: Who are the best cloud computing providers?
  • 23. SEARCH-MOJO.COM@searchmojo #mojowebinar • Interviews • Thought-leadership pieces • Research and reports • Event video PR can CREATE and DISTRIBUTE content!
  • 24. 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
  • 25. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. SEARCH-MOJO.COM@searchmojo #mojowebinar Contact Search Mojo: Sean McCusty 800-939-5938 ext. 116 smccusty@search-mojo.com
  • 30. SEARCH-MOJO.COM@searchmojo #mojowebinar Google+: +Search Mojo Twitter: @SearchMojo Facebook: facebook.com/searchmojo Kari Rippetoe Google+: +Kari Rippetoe Twitter: @KariRippetoe