Content marketing is a big buzz word. But what is it and how should it be used for maximum success? This practical "how to" guide explains the best way to create and leverage content that will help B2B marketers increase lead flow quality while optimizing their marketing investment.

1. Content Marketing:
Best Practices Checklist for Researching
and Creating Meaningful Content

2. What is Content Marketing?
The creation and distribution of information that has
perceived value to a target audience.
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3. Why Engage in Content Marketing?
• To increase awareness of your brand
• To communicate a point of view on a topic in order to
demonstrate a brand’s expertise in an industry or category
• To reinforce a brand’s existing position in the marketplace
• To demonstrate thought leadership
• To position a brand positively in the minds of prospects and
customers
• To help accelerate a buyer along the buy cycle by
demonstrating superior knowledge, answering questions,
and shifting their mentality from “sales guy” to trusted
advisor
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4. Whitepapers
Books / E-Books
PowerPoint
Presentations
Infographics
Case
Studies
Research
Reports
Videos
Customer
Testimonials
ABC Company
Some Examples of Content 4

5. Some Ways to Distribute / Market Content 5
Websites and Blogs
Social Media
Newsletters / Emails
Industry Publications
Conferences and
Tradeshows
B2B Syndicated
Networks
Webinars / Podcasts
Your Content

6. The Problem 6
Good content is not about YOU. It’s about THEM.

7. How Do You Deliver Maximum Relevance?
Start by following these 6 steps which will help you gather
meaningful insights/intelligence.
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8. Step #1
Identify (and profile) your ideal customer.
Company size?
Vertical
Industries?
Employee size?# of Locations?
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9. Step #2
Examine their decision making process to
understand who will play a role and why.
IT?
Finance?
HR?
Compliance?
Legal?
Operations?
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10. Step #3
Understand the problem(s) your target is facing.
Technology challenges? Increasing costs? Workforce productivity?
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11. Step #4
Spend time with your front-line sales staff. Listen. Ask
questions. Understand the objections they hear every day.
Ask them to describe the profile of their IDEAL prospect.
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12. Step #5
Gain insights into their buy cycle. Where are the barriers?
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The problem
Evaluate
Solutions
Negotiate
purchase
Take
Delivery
Training &
Support
• How many
people does it
affect?
• Are we / Will
we lose
customers?
• Are we at risk?
• Can it lead to
bigger
problems?
• What have
others done
to solve this
problem?
• What are
industry best
practices?
• What kind of
ROI can I
expect?
• Can we get a
trial?
• Can we talk to
current users?
• Can we
repurpose
something we
already own?
• Is there a
guarantee?
• Can I add
users later?
• What if it’s
more than I
need?
• What if I
change my
mind?
• How long will
it take to
install?
• What do I
need to do to
prepare?
• How many
people will
this purchase
impact?
• Who will train
us?
• How do we
get support?
• Who will help
us with
integration
issues?
$$$
$$
Information
Gathering

13. Step #6
Determine what outside issues may have additional influence.
(Will vary from industry to industry.)
Compliance
Safety
Regulations
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14. Now Prepare Your Content
9 Tips to Ensure Success
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15. Tip #1
Based on the intelligence gathered, brainstorm ideas for content
that would be most meaningful and relevant to your target.
“The sales force said
they’ve had dozens of
conversations about
that one problem.
That spells
opportunity.”
“News reports
show a growing
trend in one
industry sector.
Let’s see if that has
implications in
other sectors.”
“There are new
regulatory mandates
that can help us
frame the issue.”
“The room was packed
for Bob’s presentation
at the conference last
month. We can expand
on that topic.”
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16. Tip #2
Be transparent.
Include a point of view from a
respected industry outsider –
even if they disagree with you!
 Adds credibility
 Adds value
 Turns it from promotional into insightful
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17. Tip #3
Stop over-branding everything.
More telling. Less selling.
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18. Tip #4
Information is always more credible when it comes from
someone without a sales agenda, so look to credible 3rd parties
for help distributing your content.
v.s.
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19. Tip #5
Gate content on your website where appropriate.
Getting to Know You
Digging Deeper
Making a Final Decision
Blogs, videos, infographics,
webinars, podcasts, case studies.
ROI calculators, analysts reports,
RFP templates, buying guides,
tools.
Pricing info., product demos, 3rd
party reviews.
Type of Content Gated?Buy Cycle Stage
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20. Tip #6
Evaluate and score your leads – only send those that
scored near the top to sales.
JOB
TITLE
COMPANY
SIZE
INDUSTRY
TYPE
FEELING A
PAIN
DOWNLOADED
GATED
CONTENT
20 20 20 30 6
FINAL LEAD
SCORE
96
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21. Tip #7
Incorporate and automate a lead nurturing strategy to help
leads continue to build knowledge while you build credibility.
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Content Tone Content ExamplesContent PurposeLead Quality
Low
Medium
High
Disruptive
Educational
Validating
Focuses on the pain
Enables the reader to
self-qualify
Displays a deep
understanding /
expertise on category
issues
Blog on trends, industry
articles, conference topic
Best practices, “How-to”
articles / videos
Case studies, industry
whitepapers, proprietary
research

22. Tip #8
Test and measure.
ABC
• Most popular content based on # of downloads
Prospect
• Which content is attracting our best prospects as defined by our target
profile?
Conversion
• How many leads turned into opportunities?
• How many opportunities turned into sales?
• What is a buyer worth to our organization now and in the future?
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23. And Always Remember This: 23
Too many
requirements for
download
Blatantly promotional
and self-serving
Non-substantive
and uninformed
50%
25%
What characteristics do you most dislike in B2B content?
SOURCE: Define What’s Valued Online, CMO Council
Overly promotional content and complex
registration processes are big turnoffs.
50%
43%
34%

24. Need Help with Content Marketing?
Contact:
Denise Williams
Director of Strategic Services
Goodman Marketing Partners
P: 877.586.6466
E: dwilliams@goodmanmarketing.com
W: www.goodmanmarketing.com
Whether you’re new to content marketing or you’ve already taken the
plunge but need to refresh your program, tap into our experience and
expertise. Ask us for case studies and other examples of how we’ve helped
organizations do it “right.”
As a full-service, multi-channel, brand response marketing company with
deep expertise in B2B content marketing, our “what-would-we-do-if-it-were-
our-money?” attitude and the results we achieve for our clients, speaks for
itself.
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