What's better than hearing from one content marketing superstar? Hearing from three of them – all in a single, information-packed panel discussion, featuring: • Joe Pulizzi, Founder of the Content Marketing Institute • Ann Handley, Author of Content Rules • Ardath Albee, CEO of Marketing Interactions, Inc. In this session, this all-star team will cover: • Planning Your Content Strategy • Deploying Your Content in the Right Formats • Amplifying Your Content Across All Channels This is a rare opportunity to hear from three of the industry's most respected leaders as they tackle questions every B2B marketer should be focused on answering.

1. #B2BContentEvent#B2BContentEvent
Ann Handley
! Chief Content Officer
MarketingProfs
! Co-author
Content Rules
! @marketingprofs

2. #B2BContentEvent
2
Why Are We Here?
Just 36% believe their
content marketing is effective

3. #B2BContentEvent
3
“The best marketing
doesn’t feel like
marketing.”
-- Tom Fishburne
Marketoonist.com

4. #B2BContentEvent
4
Your story
isn’t about
YOU …

5. #B2BContentEvent
"
This new model is
not a task or channel.
It’s a mindset.

6. #B2BContentEvent#B2BContentEvent
Strategy before tactics.

7. #B2BContentEvent
It doesn’t have to be
complicated:
!
WHY?
WHAT?
WHEN?
WHERE?
HOW?

8. #B2BContentEvent via @stevesponder

9. #B2BContentEvent#B2BContentEvent

10. #B2BContentEvent#B2BContentEvent

11. #B2BContentEvent#B2BContentEvent

12. #B2BContentEvent#B2BContentEvent

13. #B2BContentEvent#B2BContentEvent
Unique visitors up 304%
Page views up 172%
Time on site up 50%
Earned media coverage.

14. #B2BContentEvent
14
The best content is:
- Packed with UTILITY
- Seeded with INSPIRATION
- Honestly EMPATHETIC

15. #B2BContentEvent#B2BContentEvent
5 Ways to Be a Content Brand
Not a “Brand with Content”
See the world through your
customer’s eyes

16. #B2BContentEvent
16

17. #B2BContentEvent
17
Would your network
THANK YOU
for your content?

18. #B2BContentEvent
18
Would your network
THANK YOU
for your content?
&….would your network’s
network?

19. #B2BContentEvent
19

20. #B2BContentEvent
20
Honest empathy:
Resource for people who
work at home.

21. #B2BContentEvent
21
Honest empathy, redux:
Even if you are a tech company, your
story is about people.

22. #B2BContentEvent
Two-minute
case study:
Kinvey

23. #B2BContentEvent
23

24. #B2BContentEvent
24
Content as a service:
Ultimate in utility.

25. #B2BContentEvent
25
“Your top-of-funnel
content should be
intellectually
divorced from your
product, but
emotionally wed to
it.”
– Joe Chernov, Kinvey

26. #B2BContentEvent
26
“Your top-of-funnel
content should be
intellectually divorced
from your product, but
emotionally wed to it.”
– Joe Chernov, Kinvey
25% of all leads in
Q4 2012

27. #B2BContentEvent
Ideas you can steal:
• Tell a story bigger than your
brand: Will a reader THANK
YOU?
• Think: Content as a service (B2B)
• Find your foothold.
• Think content ecosystem, not
content campaign.

28. #B2BContentEvent#B2BContentEvent
If your customer signed your
paycheck, what would your
marketing look like?

29. #B2BContentEvent
29
ann@marketingprofs.com
@marketingprofs
annhandley.com
Thank you,
#B2BContent Event!