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B2B Digital Content Marketing

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B2B marketing needs to be impressive. Digitally impressive. But how do you communicate your quality and expertise to future clients without preaching, because we all know preaching equals 'tune out'. Here's a simple overview of how to do it in 25 quick slides.

If you're in Sydney, feel free to make contact and grab a coffee: http://www.artisandigitalcommunications.com

Published in: Marketing, Business, Technology
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B2B Digital Content Marketing

  1. 1. B2B DIGITAL CONTENT MARKETING STRATEGIES
  2. 2. 2 TRADITIONAL MEDIA Owned Paid Earned Newsletters Radio TV Billboards Word of Mouth News Coverage
  3. 3. 3 DIGITAL MEDIA Owned Paid EarnedeDM Social Media Website Blog Social Media Display Advertising Search Engine Marketing Social Media Branded Content Video Viral Marketing
  4. 4. 4 BASIC STRATEGY Owned Paid Earned How can we use Owned and Paid Media to increase Earned Media coverage? ! How do we ensure all Earned Media is capitalised on?
  5. 5. 5 QUESTIONS 1.What’s the problem, what’s the goal? 2.What is the most useful or entertaining thing the brand can say? 3.Who is the audience and what digital touch points do they use? 4. How can we measure success?
  6. 6. THE PROBLEM
  7. 7. 7 PROBLEM ‘We do great work, we want to ensure current and future clients know about it.’
  8. 8. 8 SOLUTIONS Focus on the ‘why’, put it front and centre of all communications, not the ‘what’. Give your brand’s values prominence in the digital space.
  9. 9. 9 SOLUTIONS Take the audience on a journey: give them an insider view on how you do what you do.
  10. 10. 10 SOLUTIONS Display your expertise: • Create ‘hero content’ such as detailed case studies or information driven blog posts and distribute across multiple platforms. • Present at respected industry events where possible. • Don’t preach. Find respected influencers to do it for you.
  11. 11. CONTENT
  12. 12. 12 CONTENT DISTRIBUTION eDM WEBSITE SOCIAL INDUSTRY
  13. 13. SOCIAL MEDIA
  14. 14. 14 SOCIAL MEDIA MYTH Myth: You need to be everywhere all the time. Pinterest, Instagram, Facebook, Twitter. ! Fact: Do one or two things and do them well.
  15. 15. 15 FACEBOOK • Appeals to a wide market from teens to retirees. • Features detailed audience analytics. • Can add images and video easily. • It’s a crowded platform with a lot of advertising. • Good for: content publishing, targeting an audience with advertising.
  16. 16. 16 LINKEDIN • Appeals to professionals. • Can add images and video easily. • Is a less competitive platform, currently under utilised by marketeers. • Advertising can be targeted to industry sector and job title. • Good for: companies distributing expert information, HR recruiting and networking.
  17. 17. 17 TWITTER • Large audience potential when using the right hashtags. • The ability to align the brand with trending social topics. • Can be very time consuming. • Limited visual communication options. • $15k min advertising budget. • Good for: individuals media personalities, using at industry events and joining a conversation.
  18. 18. 18 INSTAGRAM • Rapidly growing platform. • Becoming widely used by luxury brands. • Advertising to begin within the next year. • Good for: capturing ‘moments’ such as behind the scenes content.
  19. 19. 19 GOOGLE+ • Highly influences a website’s placement in search. • Google Hangouts provide an interesting online/offline crossover space for brands, such as live event broadcasting. • Content publishing is very similar to Facebook.
  20. 20. 20 PLATFORM USEAGE INSTAGRAM LINKEDIN TWITTER GOOGLE+ FACEBOOK REGULARLYADHOC
  21. 21. MEASURE
  22. 22. 22 GOOGLE ANALYTICS
  23. 23. 23 SOCIAL MEDIA INSIGHTS
  24. 24. 24 RECOMMENDATIONS: CONTENT • Define the Brand Values and develop content around them. • Research other B2B communications to ensure you are exceeding benchmark standards. • Publish at least one piece of high quality ‘hero content’ on your website per a month, such as a case study or expert insights. • Focus on increasing your presence on LinkedIn. • Use Instagram for exclusive ‘behind the scenes’ content where possible. • Use Social Media and Google Analytics to measure activity and monitor leads.
  25. 25. www.artisandigitalcommunications.com

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