B2B thought leadership content is a very particular beast. Not only is the content unique, but it has very specific goals during a buying journey that is long, winding and complex compared to its B2C cousin. Speaking at the Online Influence Conference (OI Conf) in Cardiff in March 2017, Axonn Media's head of social, Catherine Cooke, discussed the topic of thought leadership content for B2B organisations. These are the slides from the presentation, but you can also read a summary of her presentation on our site, as well as watch a video of her talk. http://bit.ly/b2bthoughtleadershipcontent

1. THOUGHT
LEADERSHIP CONTENT
MARKETING FOR B2B
ORGANISATIONS
#OIConf 30 March 2017
Catherine Cooke
Head of Social Media

2. Introduction
● Over 7 years in digital marketing
● Social & content strategies for B2B businesses of all sizes
● LinkedIn trainings for B2B companies
catherine.cooke@axonn.co.uk
@catherine1090
@axonnmedia

3. ● Why content is important
for B2B companies
● What is thought leadership
content, & why is it relevant
for B2B?
● Linking B2B content to
revenue generation
● Practical advice for creating
& distributing thought
leadership content
MASTERCLASS
WILL COVER:

4. The importance of
content for B2B
businesses
SECTION 1

5. 10
pieces of content are
consumed along the
B2B buyer journey.
*LinkedIn: “The Sophisticated Marketer’s
guide to thought leadership”

6. Content
Facebook
Advertising
View product
on website SALE

7. Content
The B2B journey to purchase is
long and winding
Awareness:
via press &
social
media
Consult
with
peers/
network
Contact
chosen
supplier
Identify
need for a
service
Search
online for
specific
provider
Dialogue
with sales
team
SALE
Social
media/
press
Website
/ search
engines
Company
website
Email/
newsletter
Months/Years

8. JEFF ERNST
FORRESTER RESEARCH
“Business buyers don’t ‘buy’ your
product or service, they ‘buy into’
your perspective and approach to
solving their problems.”

9. of B2B buyers bought from
the brand that first
demonstrated an
understanding of and
solution to their problems.
RESEARCH
72%
*LinkedIn: “The Sophisticated Marketer’s
guide to thought leadership”

10. What is thought
leadership content?
SECTION 2

12. Content
Thought
Leadership
Content

13. JON MILLER
VP MARKETO
“Ideas that require attention, that
offer guidance or clarity … [or are]
educational and ideally
provocative.”

14. INDUSTRY
● News
● Trends
● The future of the industry

15. PRODUCT/SERVICE
● How-to guides
● Best practice
techniques

16. ORGANISATION
● Company culture
● Working practices
that drive
innovation
● Talent development

17. Brand vs Individual

18. Opinion pieces
authored by senior
people
Press/TV
appearances
Tristan Watkins,
UK CEO BNP
Paribas Leasing
Solutions

19. BARCLAY SIMPSON

20. Third-party
endorsement

22. CHECKLIST
✓ Relevant to industry &
target audience?
✓ Unique perspective?
✓ Backed up by
evidence?
✓ Well-argued & clear?

23. Linking B2B content
marketing to revenue
generation
SECTION 3

24. The possible...
...and the wise

25. THE POSSIBLE...

26. AND THE WISE...

27. Some practical advice for
creating and distributing
thought leadership
SECTION 4

28. WHAT TO
TALK ABOUT?
● Relevant to target
audience?
● Authority
● No conflict of interest
● Aligned

30. Make it easy for senior
stakeholders to contribute
and/or approve

31. Don’t forget about everyone
else...

32. Make the most of
events...
3 x
video
images

33. Think different
mediums...
5
images

34. 5
images
Think different
mediums...

35. Create a distribution plan
5
images

36. KEY
TAKEAWAYS
❏ Get senior buy-in to
your thought
leadership content
strategy
❏ Don’t ignore the
expertise of your
team mates
❏ It’s not about form -
it’s about quality &
expertise

37. THANK YOU!
ANY QUESTIONS?

38. Slides are now on our site:
where you can sign up to be
notified of the video of this
Masterclass.
bit.ly/oiconfb2b
Find us at Stand 18
@AxonnMedia