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

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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.

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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
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“Content Strategy comes first. Social Media and
Distribution Strategy will follow.”
- me

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Content Marketing is ALWAYS ON

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Buyer Journey and Content Mapping
B2B Content Distribution Strategy
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4 amazing examples of Content Mktg
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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)
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Data Center blog
Certainty in a Connected World blog

Build the Strategy Content amplification Geographical distribution

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“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
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The YAY-BOO! Scale Content Dist Channels and Social Media
B2B Content Distribution Strategy
YAY!
BOO!
(B2B version)

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POEM: Paid drives to Owned which drives to Earned Media
B2B Content Distribution Strategy

Content Distribution & Amplification
B2B Content Distribution Strategy
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• 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

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The Content Marketing “Power Law”
B2B Content Distribution Strategy
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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

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Download

Introducing the “Big Rock” content framework
Content Marketing Strategy for B2B
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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
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Find the optimal balance between Global and Local

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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

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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

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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
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Blog post (central)
Big Rock
Blog post (India) Blog post (UK)
Big Rock (Spain)

How we communicate our Content Strategy
B2B Content Distribution Strategy
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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
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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
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@giusec

Thank you! Questions?
Build the Strategy Content amplification Geographical distribution