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How To Build An Effective B2B Content
Distribution Strategy
Confidential Property of Schneider Electric
Annual Content Strategy Summit, 16-17 February, Berlin
Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric
Meet Giuseppe Caltabiano
@giusec, giusec.org
Confidential Property of Schneider Electric |
Vice President, Marketing Integration - Content, Social Media, PR strategy
IT Division, Schneider Electric
Schneider Electric: a global specialist in Energy Management
and Efficiency technology
Balanced geographies – FY 2015 revenues
€26.6 billion
FY 2015 revenues
43%
of FY revenues as
Solutions
5%
of FY revenues
devoted to R&D
43%
of FY revenues in
new economies
Four integrated and synergetic businesses
– FY 2015 revenues
27%
North
America
18%
Rest of
the World
26%
Western
Europe
29%
Asia-
Pacific
45% 21% 20% 14%
IndustryBuildings & Partner Infrastructure IT
Page 3Schneider Electric – Investor Relations
Extract from Full Year 2015 Results presentation
Let’s start our journey
Build the Strategy Content amplification Geographical distribution
Page 5Confidential Property of Schneider Electric |
Content Marketing is the process of developing & sharing
relevant, valuable and engaging content to target audience
with the goal of acquiring new customers or increasing
business for existing customers.
Page 6Confidential Property of Schneider Electric |
The essence of Content Marketing is to help your Customers
find the information they need (in relationships to the products
and services you offer).
Pam Didner
Content Marketing Strategist and Author
• Historically B2B has required a more rational
approach
• New technologies and content distribution channels
are changing the way B2B companies approach
clients
• Content Marketing has been adopted by B2B
companies at faster speed than B2C
• Content Marketing is facilitating the
convergence between B2B and B2C
B2B = still Boring to Boring?
B2B Content Distribution Strategy
Page 7Confidential Property of Schneider Electric |
“Content Strategy comes first. Social Media and
Distribution Strategy will follow.”
- me
Page 9Confidential Property of Schneider Electric |
Content Marketing is ALWAYS ON
Page 10Confidential Property of Schneider Electric |
Buyer Journey and Content Mapping
B2B Content Distribution Strategy
Page 11Confidential Property of Schneider Electric |
4 amazing examples of Content Mktg
Page 12@giusec
Content Loop, Cap Gemini Txchnologist, GE
StarWars microsite, LEGODestinations, Lonely Planet
Blogs are at the core of our Content Marketing strategy
B2B Content Distribution Strategy
• WordPress technology
• Our most successful content hub since 2011
• IT Division Data Center blog count as 20% of overall
traffic and content (22 active int and ext bloggers)
Page 13Confidential Property of Schneider Electric |
Data Center blog
Certainty in a Connected World blog
Build the Strategy Content amplification Geographical distribution
Page 15Confidential Property of Schneider Electric |
“It’s not the best content that win:
its the best promoted content”
- Andy Crestodina, Orbit Media
JEFF ROHRS CHANNELS SLIDE EXAMPLE
Keywords & SEO Strategy
B2B Content Distribution Strategy
Page 17Confidential Property of Schneider Electric |
Page 18Confidential Property of Schneider Electric |
The YAY-BOO! Scale Content Dist Channels and Social Media
B2B Content Distribution Strategy
YAY!
BOO!
(B2B version)
Page 19Confidential Property of Schneider Electric |
POEM: Paid drives to Owned which drives to Earned Media
B2B Content Distribution Strategy
Content Distribution & Amplification
B2B Content Distribution Strategy
Page 20Confidential Property of Schneider Electric |
• Tweet
• Tweet quotes from the content
• Use Click to Tweet buttons
• Pin it to the top of your Twitter feed
• Post on Facebook
• Post on LinkedIn
• Post on Google+
• Share it in LinkedIn Groups
• Post on Reddit
• Pin it on Pinterest
• Email
• Send an “In case you missed it”
follow-up email
• Use the subscription box
• Optimise the content for SEO
• Align the post with a keyphrase.
• Use related phrases in the article
• Link to the post from other posts
• Email signature
• Podcasts, webinars, presentations
• Guest blogging
• Facebook and Twitter Ads
• Retargeting
• Native advertising
Page 21Confidential Property of Schneider Electric |
The Content Marketing “Power Law”
B2B Content Distribution Strategy
Page 22Confidential Property of Schneider Electric |
UniquePageViews
Pages
• More content doesn’t get more
results
• Top 10% of your posts are your
“big rocks” content
• The concept of the
“Atomization” of content
• If your content calendar is
holding you to production goals,
you’re doing it wrong.
The top 10% of posts (content) got more
pageviews than the next 90% combined
Your “Big Rock” Content
Page 23Confidential Property of Schneider Electric |
Download
Introducing the “Big Rock” content framework
Content Marketing Strategy for B2B
Page 24Confidential Property of Schneider Electric |
Snackbytes
eDM
Blog posts
Big Rock
Social Media - Twitter
Byline pitch
Banners
Social Media - Sprinklr
Customised for each country
Build the Strategy Content amplification Geographical distribution
Central vs. Local
• x
Page 26Confidential Property of Schneider Electric |
Find the optimal balance between Global and Local
Page 27Confidential Property of Schneider Electric |
Creating content centrally and allowing the countries to fill the
gaps might represent a good solution.
Pam Didner defines it as the “servant leadership” relation
Page 28Confidential Property of Schneider Electric |
Sample from the Country Guidelines
“A Practical Guide to Data Center Planning & Design”
Overview This guide takes the data center professional through step-by-step
processes for planning and designing data centers. This guide illustrates clear
methodologies on best practices, incorporates at-a-glance calculators and tradeoff
tools, and includes an ample library of verified reference designs to simplify and
shorten the process while improving the quality of the plan.
Audience Definition:
Primary Audience: Data Center Professional
The message of this guide trends toward large
enterprise sized data centers, but is applicable for
all areas of data center planning and design.
Availability:
The big rock and available turkey
slices can be found here:
https://schneider-
electric.box.com/s/r0hls4a25doue12
mtlipedigbhy2f8mj
Turkey slice availability – see
slide 5
Content Owner for Q’s:
Heather Palmer
SEO/SEM Keywords:
Data center planning, data center
design, data center lifecycle
Sprinkl’r Board Link:
https://app.sprinklr.com/ui/v3/content/sam
#board/57b5bb4ce4b005b1147bdcfb
Page 29Confidential Property of Schneider Electric |
Turkey
Slice
Week 1-3 Week 3-6 Week 6-9 Week 9-12
Global Blog - A
Practical Guide to
Data Center Planning
& Design
eDM
Social Content
Social SnackBytes
PR Byline Pitch
Digital/Social
Promotion Assets
Timeline and Sequencing
B2B Content Distribution Strategy
** Remember, Big Rock content is designed to be evergreen and can be used and re-used multiple times.
Deploying all turkey slice content at the same time is not recommended and defeats this strategy. **
We reuse same big rocks but with local content and promotion
B2B Content Distribution Strategy
Page 30Confidential Property of Schneider Electric |
Blog post (central)
Big Rock
Blog post (India) Blog post (UK)
Big Rock (Spain)
How we communicate our Content Strategy
B2B Content Distribution Strategy
Page 31Confidential Property of Schneider Electric |
The CONTENT STRATEGIST
biweekly internal Newsletter
Content page on
Intranet
Pag
e 32
Confidential
Property of
Schneider
Electric |
Content Marketing success takes time. We have completed pilot
programs, collected inputs and now we are ready to deploy globally
HVC launch
Central6
We have successfully completed 6 Pilot Programs
to test Content Marketing before going global
HVC launch
UK
HVC launch
India
HVC + Marketo
integration
UK
SEM (Paid Search)
UK
SEM (Paid Search)
Australia & New Zealand
5.4x
Conversion Rate vs. traditional
content
(downloads/pageviews)
2,600
responses (downloads) in 5
months with 1 piece of content
$ 100,000
First marketing opportunities
from 1 piece of content
First figures from Pilot Programs are
encouraging!
1.3M
reach via social media
(Planning and Design Guide)
.27%
Social Engagement Rate
(Planning and Design Guide)
Measure ROI of Content Marketing by Objective
B2B Content Distribution Strategy
Page 33Confidential Property of Schneider Electric |
Reach Engage RetainConvert
All numbers YoY
Share of Conversation
Organic Search
Un-branded Search
Page views
Engagement
Time on Site
Downloads
Leads
Conversion rate
Marketing Gen Opportunities
Subscriptions
Upsells
Some references
Page 34
@giusec
Thank you! Questions?
Build the Strategy Content amplification Geographical distribution
Content Distribution Strategy for Annual Content Strategy Summit

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Content Distribution Strategy for Annual Content Strategy Summit

  • 1. How To Build An Effective B2B Content Distribution Strategy Confidential Property of Schneider Electric Annual Content Strategy Summit, 16-17 February, Berlin Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric
  • 2. Meet Giuseppe Caltabiano @giusec, giusec.org Confidential Property of Schneider Electric | Vice President, Marketing Integration - Content, Social Media, PR strategy IT Division, Schneider Electric
  • 3. Schneider Electric: a global specialist in Energy Management and Efficiency technology Balanced geographies – FY 2015 revenues €26.6 billion FY 2015 revenues 43% of FY revenues as Solutions 5% of FY revenues devoted to R&D 43% of FY revenues in new economies Four integrated and synergetic businesses – FY 2015 revenues 27% North America 18% Rest of the World 26% Western Europe 29% Asia- Pacific 45% 21% 20% 14% IndustryBuildings & Partner Infrastructure IT Page 3Schneider Electric – Investor Relations Extract from Full Year 2015 Results presentation
  • 4. Let’s start our journey Build the Strategy Content amplification Geographical distribution
  • 5. Page 5Confidential Property of Schneider Electric | Content Marketing is the process of developing & sharing relevant, valuable and engaging content to target audience with the goal of acquiring new customers or increasing business for existing customers.
  • 6. Page 6Confidential Property of Schneider Electric | The essence of Content Marketing is to help your Customers find the information they need (in relationships to the products and services you offer). Pam Didner Content Marketing Strategist and Author
  • 7. • Historically B2B has required a more rational approach • New technologies and content distribution channels are changing the way B2B companies approach clients • Content Marketing has been adopted by B2B companies at faster speed than B2C • Content Marketing is facilitating the convergence between B2B and B2C B2B = still Boring to Boring? B2B Content Distribution Strategy Page 7Confidential Property of Schneider Electric |
  • 8. “Content Strategy comes first. Social Media and Distribution Strategy will follow.” - me
  • 9. Page 9Confidential Property of Schneider Electric | Content Marketing is ALWAYS ON
  • 10. Page 10Confidential Property of Schneider Electric |
  • 11. Buyer Journey and Content Mapping B2B Content Distribution Strategy Page 11Confidential Property of Schneider Electric |
  • 12. 4 amazing examples of Content Mktg Page 12@giusec Content Loop, Cap Gemini Txchnologist, GE StarWars microsite, LEGODestinations, Lonely Planet
  • 13. Blogs are at the core of our Content Marketing strategy B2B Content Distribution Strategy • WordPress technology • Our most successful content hub since 2011 • IT Division Data Center blog count as 20% of overall traffic and content (22 active int and ext bloggers) Page 13Confidential Property of Schneider Electric | Data Center blog Certainty in a Connected World blog
  • 14. Build the Strategy Content amplification Geographical distribution
  • 15. Page 15Confidential Property of Schneider Electric | “It’s not the best content that win: its the best promoted content” - Andy Crestodina, Orbit Media
  • 16. JEFF ROHRS CHANNELS SLIDE EXAMPLE
  • 17. Keywords & SEO Strategy B2B Content Distribution Strategy Page 17Confidential Property of Schneider Electric |
  • 18. Page 18Confidential Property of Schneider Electric | The YAY-BOO! Scale Content Dist Channels and Social Media B2B Content Distribution Strategy YAY! BOO! (B2B version)
  • 19. Page 19Confidential Property of Schneider Electric | POEM: Paid drives to Owned which drives to Earned Media B2B Content Distribution Strategy
  • 20. Content Distribution & Amplification B2B Content Distribution Strategy Page 20Confidential Property of Schneider Electric | • Tweet • Tweet quotes from the content • Use Click to Tweet buttons • Pin it to the top of your Twitter feed • Post on Facebook • Post on LinkedIn • Post on Google+ • Share it in LinkedIn Groups • Post on Reddit • Pin it on Pinterest • Email • Send an “In case you missed it” follow-up email • Use the subscription box • Optimise the content for SEO • Align the post with a keyphrase. • Use related phrases in the article • Link to the post from other posts • Email signature • Podcasts, webinars, presentations • Guest blogging • Facebook and Twitter Ads • Retargeting • Native advertising
  • 21. Page 21Confidential Property of Schneider Electric |
  • 22. The Content Marketing “Power Law” B2B Content Distribution Strategy Page 22Confidential Property of Schneider Electric | UniquePageViews Pages • More content doesn’t get more results • Top 10% of your posts are your “big rocks” content • The concept of the “Atomization” of content • If your content calendar is holding you to production goals, you’re doing it wrong. The top 10% of posts (content) got more pageviews than the next 90% combined Your “Big Rock” Content
  • 23. Page 23Confidential Property of Schneider Electric | Download
  • 24. Introducing the “Big Rock” content framework Content Marketing Strategy for B2B Page 24Confidential Property of Schneider Electric | Snackbytes eDM Blog posts Big Rock Social Media - Twitter Byline pitch Banners Social Media - Sprinklr Customised for each country
  • 25. Build the Strategy Content amplification Geographical distribution
  • 26. Central vs. Local • x Page 26Confidential Property of Schneider Electric | Find the optimal balance between Global and Local
  • 27. Page 27Confidential Property of Schneider Electric | Creating content centrally and allowing the countries to fill the gaps might represent a good solution. Pam Didner defines it as the “servant leadership” relation
  • 28. Page 28Confidential Property of Schneider Electric | Sample from the Country Guidelines “A Practical Guide to Data Center Planning & Design” Overview This guide takes the data center professional through step-by-step processes for planning and designing data centers. This guide illustrates clear methodologies on best practices, incorporates at-a-glance calculators and tradeoff tools, and includes an ample library of verified reference designs to simplify and shorten the process while improving the quality of the plan. Audience Definition: Primary Audience: Data Center Professional The message of this guide trends toward large enterprise sized data centers, but is applicable for all areas of data center planning and design. Availability: The big rock and available turkey slices can be found here: https://schneider- electric.box.com/s/r0hls4a25doue12 mtlipedigbhy2f8mj Turkey slice availability – see slide 5 Content Owner for Q’s: Heather Palmer SEO/SEM Keywords: Data center planning, data center design, data center lifecycle Sprinkl’r Board Link: https://app.sprinklr.com/ui/v3/content/sam #board/57b5bb4ce4b005b1147bdcfb
  • 29. Page 29Confidential Property of Schneider Electric | Turkey Slice Week 1-3 Week 3-6 Week 6-9 Week 9-12 Global Blog - A Practical Guide to Data Center Planning & Design eDM Social Content Social SnackBytes PR Byline Pitch Digital/Social Promotion Assets Timeline and Sequencing B2B Content Distribution Strategy ** Remember, Big Rock content is designed to be evergreen and can be used and re-used multiple times. Deploying all turkey slice content at the same time is not recommended and defeats this strategy. **
  • 30. We reuse same big rocks but with local content and promotion B2B Content Distribution Strategy Page 30Confidential Property of Schneider Electric | Blog post (central) Big Rock Blog post (India) Blog post (UK) Big Rock (Spain)
  • 31. How we communicate our Content Strategy B2B Content Distribution Strategy Page 31Confidential Property of Schneider Electric | The CONTENT STRATEGIST biweekly internal Newsletter Content page on Intranet
  • 32. Pag e 32 Confidential Property of Schneider Electric | Content Marketing success takes time. We have completed pilot programs, collected inputs and now we are ready to deploy globally HVC launch Central6 We have successfully completed 6 Pilot Programs to test Content Marketing before going global HVC launch UK HVC launch India HVC + Marketo integration UK SEM (Paid Search) UK SEM (Paid Search) Australia & New Zealand 5.4x Conversion Rate vs. traditional content (downloads/pageviews) 2,600 responses (downloads) in 5 months with 1 piece of content $ 100,000 First marketing opportunities from 1 piece of content First figures from Pilot Programs are encouraging! 1.3M reach via social media (Planning and Design Guide) .27% Social Engagement Rate (Planning and Design Guide)
  • 33. Measure ROI of Content Marketing by Objective B2B Content Distribution Strategy Page 33Confidential Property of Schneider Electric | Reach Engage RetainConvert All numbers YoY Share of Conversation Organic Search Un-branded Search Page views Engagement Time on Site Downloads Leads Conversion rate Marketing Gen Opportunities Subscriptions Upsells
  • 35. Thank you! Questions? Build the Strategy Content amplification Geographical distribution

Editor's Notes

  1. This is an example of a Title Slide. We need to convey Life Is On in everything we do, so try to lead with compelling images that are vibrant, authentic, and human. The human element should be apparent and within the context of a segment that we touch. To keep this PowerPoint template file size reduced, we included a small library of image choices in the Slide Master (under View). You can also get them from the SE Asset Library: https://schneiderelectric.telescopeondemand.com
  2. This is an example of a Text Slide. Reference the different layout options in the Slide Master (under the View tab) for different variations. Remember, our new Brand Guidelines call for clean and simple messages and design. Reference the PowerPoint Guidelines on the Brand Book for tips and useful information on creating effective presentations.
  3. Content marketing success takes time. It’s not a campaign with a start and stop date Budget, processes and approvals might bring your content marketing initiative to failure Set up the pilot as a test, and then, if it’s successful, roll ahead with the series If your sales cycle is typically nine months, deploying a content marketing pilot across one quarter will not demonstrate the results the program can achieve
  4. Closing slide