Breaking Down the Buy-In Barrier for B2B Content Marketing

Uploaded on

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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 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 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
  • 30. SEARCH-MOJO.COM@searchmojo #mojowebinar Google+: +Search Mojo Twitter: @SearchMojo Facebook: Kari Rippetoe Google+: +Kari Rippetoe Twitter: @KariRippetoe