The document emphasizes the importance of a well-defined B2B content marketing strategy, particularly aligning it with annual trade shows which are crucial for generating sales. It highlights statistics demonstrating that B2B marketers with documented strategies are more effective and face fewer challenges. Key recommendations include thorough preparation for trade shows, creating benefit-focused content, and engaging with prospects to refine marketing efforts.

1. Perfect Your B2B Content
Marketing Strategy &
Boost Effectiveness…
Instantly
DEFINE YOUR CONTENT MARKETING STRATEGY WITH TRADE
SHOWS

2. Content is King…but Strategy Rules
• Creating a content marketing strategy doesn't have to be mysterious
• Let’s shine some light on this murky topic
• What do B2C marketers work towards all year?
• Black Friday – when retailers go in the black!
• Let’s apply this concept to B2B…
• What do/should B2B marketers work towards all year?
• The annual Trade Show – because it generates a majority of annual B2B sales!
• Simple enough… now, let’s look at some facts…
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3. 5 Facts & Stats… You Should Know
• B2B marketers w/ documented strategy are more effective and less
challenged w/ every aspect of content marketing. 1
• Only 44 %of B2B marketers have a documented content strategy.2
• Were 39.2%of marketing budgets (2011) - more than any other channel. 3
• 4 out of 5 of trade show attendees have buying authority.4
• Trade show ROI can run into 7 figures -- achieving majority of annual sales. 5
1 - 2 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
3 - 4 Source: CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget
5 Trade Show Selling: How to Close Year’s Worth of Business in Few Days, by Carl Henry
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4. Documented
Content Marketing
Strategy =
Improved
Effectiveness
B2B marketers with a strategy are
more effective up to..
B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
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5. Percentage of Marketers with a
Documented Strategy1
1 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
11/25/2014 5
Opportunity for
Savvy Marketers
Joe Pulizzi says the real number
is 15%!
B2B Copywriting & Consulting

6. Align Content Marketing Strategy with
Trade Show Goals
• Trade Show Prep
• Identify Marketing
Content
• Benefit-focused
content
1st 6-month
Cycle
Conduct Trade
Show • Trade Show Follow-up
• Engage with
Prospects/Customers…
• Inform Marketing
Content
• Refine/update
Marketing Content
2nd 6-month
Cycle
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7. Trade Show Prep & Content Strategy
Alignment
TRADE SHOW PREP
• Announcement
• Generate Buzz
• Build & Expand Interest
• Engage New & Existing
Customers
CONTENT STRATEGY
• Press Release/Newsletter/Flyer
• Trade Publication Articles
• Website/Email/Social Media
• Case Studies/White Papers
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8. Announcement
• Get the word out!
• Publish in print and digitally
• 3 – 4 months prior
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9. Generate Buzz
• Special Trade Pub Literature
• Feature New Products/Services
• Highlight Key Company
Attendees
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10. Build & Expand
Interest
• Website Promotion – Focused Content
• Email tailored to existing customers
w/appointment reservations
• Social Media messages to wider
audience
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11. Engagement
• Provide In-depth, compelling content
• Uncover needs and wants
• Document desires
• Get the Appointment
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12. Close the Loop
• Refine & customize marketing
content to prospects' needs
• Contact qualified leads
• Qualify other leads
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13. Strategy Rules…
• Trade shows represent HUGE opportunity to close sales
• A Documented content marketing strategy guides you
• Ensures timely, relevant, & compelling marketing content
• Smart marketers plan, prepare & align content marketing with
trade show prep… because it works
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14. 
B2B Copywriting & Consulting 11/25/2014 14

15. ABOUT
This presentation was created by:
Alex Milo
B2B Copywriter & Consultant
“Helping generate leads for transportation & logistics companies”
Alex is a professional B2B copywriter and certified SEO copywriter. He consults and writes B2B marketing content
helping transportation and logistics companies develop and implement their lead generation strategies.
He's also a certified professional logistician. He has over 25 years of transportation and logistics experience in
operational, customer service, and business development positions.
Connect with Alex on:
LinkedIn
Google+
www.b2bcopywriting-alexmilo.com
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