Planning and Executing a B2B Content Strategy

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This presentation takes a look at how to plan and execute a marketing B2B content strategy with good content for traditional and social media to optimize digital footprint, increase the quality of leads and maximize conversion rate.

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Planning and Executing a B2B Content Strategy

  1. 1. Planning & Executing a B2B Content Strategy Using Traditional and Social Media @daniellambert07 | daniellambert007@gmail.com 1
  2. 2. According to Nielson – 2013-08-05 “Brand spend less on paid ads and more on custom content” http://www.brafton.com/news/brands-spend-less-on-paid-ads-more-on-custom-content 2
  3. 3. Here’s why according to Demand Metric: “Per dollar spent, content marketing generates about 3 times as many leads as traditional marketing and it costs 62% less” http://www.adrants.com/2013/05/content-marketing-costs-62-less-than.php 3
  4. 4. Knowledge Influencers’ Content is Trusted More then Ads … 4
  5. 5. … Using Instead Various Accessible B2B Content Tactics 10 of the top 12 B2B content tactics: 1. Customer testimonials 7. Product demos * 8. Webinars/Webcasts 2. Case studies 9. Social Media 3. In-person events * 10. Research reports 4. Online articles 11. eNewsletters 5. Videos 12. Blogging 6. White papers *: Not digital marketing content http://i.marketingprofs.com/assets/images/daily-data-point/effective-content-marketing-tactics-large-b2b-2013.jpg 5
  6. 6. Still, Creating Good Content is Challenging. 4 top marketing content challenges: 1. Producing enough content 2. Producing engaging content 3. Producing a variety of content 4. Lack of budget http://blog.marketo.com/blog/2012/12/the-contentious-state-of-b2b-content-marketing-infographic.html?fullsize=http%3A%2F%2Fblog.marketo.com%2Fwpcontent%2Fuploads%2F2012%2F12%2Fcontentious-state-of-b2b-content-marketing.png 6
  7. 7. It Requires You to Find Out Why You Need Good Content … What Are Your Top Marketing Goals? http://i.marketingprofs.com/assets/images/daily-data-point/effective-content-marketing-tactics-large-b2b-2013.jpg 7
  8. 8. … and then Start Creating Good Content with Persistence and Within your Budget in 7 Easy Steps 7 Steps to create good B2B marketing content: 1. 2. 3. 4. 5. 6. 7. Research Create Approve Publish Promote Measure Refine and Repeat http://contentmarketinginstitute.com/2013/05/leaner-effective-content-marketing/ 8
  9. 9. Step 1 – Research Step 1 in creating good marketing content involves: a. Discovery b. Research c. Curation d. Filtering e. Reading f. Understanding … in collaboration with colleagues and key influencers. 9
  10. 10. Step 2 – Creation Step 2 in creating good marketing content involves the creation of: a. text b. images c. video d. infographics e. social media content … in collaboration with colleagues and key influencers. 10
  11. 11. Step 3 – Approbation Step 3 in creating good marketing content involves the approval of your content by your: a. Colleagues b. Key influencers c. Your boss and d. Your client(s) 11
  12. 12. Step 4 – Publishing Step 4 in creating good marketing content involves communicating using: a. Company Web site b. eNewsletters c. Blogs d. LinkedIn e. Twitter f. Facebook g. YouTube h. Google + i. Other social media platforms http://blog.marketo.com/blog/2012/12/the-contentious-state-of-b2b-content-marketing-infographic.html?fullsize=http%3A%2F%2Fblog.marketo.com%2Fwpcontent%2Fuploads%2F2012%2F12%2Fcontentious-state-of-b2b-content-marketing.png 12
  13. 13. Step 5 – Promotion ads Step 5 in creating good marketing content involves optionally promotion as followed: a. Search engine ad placements (until content marketing gets you to page 1) b. Social media ad placements c. Specialized magazine ads d. TV or radio ads 13
  14. 14. Step 6 – Measuring Step 6 in creating good marketing content involves measuring the following: a. Audience/viewers engagement (on your Web properties and social media presence) b. Bottom line impact (marginal profit contribution of conversion from leads to total revenue) 14
  15. 15. Step 7 – Refining and Repeating Step 7 in creating good marketing content after carefully examining the results of your measurement involves refining your content with the following: a. Starting with a small project b. Repeating the process at regular intervals with more and more projects c. Using an editorial schedule to facilitate collaboration and execution of all your marketing content projects 15
  16. 16. Thank you! Daniel Lambert daniellambert007@gmail.com 514-996-7930 16

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