Content Marketing
for Business
Kieran Wilson | @kieranwils
We bring marketing to life via social media for the
world’s largest brands.
The number of web searches on the term “content
marketing” is up 500% since January 2011.
Source: Google Trends
Marketing or Content?
Once upon a time…
93% of B2B marketers use content
marketing…
…But only 42% of marketers say they are
effective at content marketing
Source:...
WHY?
Success in Strategy
Percentage of B2B Marketers Who Have a
Documented Content Strategy
49%
No44%
Yes
6%
Unsure 66% of mark...
Content Marketing Strategy = The Intersection
of Brand and Customer Communications.
What your
brand must
effectively
commu...
Focus on People first:
EOPLE
P BJECTIVES
O TRATEGY
S ACTICS
T
POST methodology developed by Forrester Research. View more ...
Buyer Journey and Content Roadmap
BUYING
AWARENESS RESEARCH COMPARISON PURCHASE
Blog Posts
Social Media
Whitepapers
Ebooks...
B2B content
marketers use an
average of 13 tactics:
•  Social Media (87%)
•  eNewsletters (80%)
•  Blogs (76%)
•  In-perso...
Content Marketing Matrix (
Awareness Purchase
Create Content, Not Clutter.
Ann Handley’s Formula for Innovative
Content:
Useful x Enjoyable x Inspired =
Innovative Content
Source: Moz “Whiteboard Friday”
Content Marketing Challenges for Marketers
Source: Eloqua Community State of Content Marketing 2014
Test tools & develop
processes to make
content marketing
scalable &
repeatable.
Marketing without Measuring:
Measuring Content Marketing
Awareness:
•  SERPs
•  Increase in first-time website visitors
•  Improved social metrics
Cons...
Thank you.
Kieran Wilson | @kieranwils
Marketing Manager, Ignite Social Media
“The best marketing doesn’t feel like market...
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Content Marketing for Business

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Content Marketing for Business

  1. 1. Content Marketing for Business Kieran Wilson | @kieranwils
  2. 2. We bring marketing to life via social media for the world’s largest brands.
  3. 3. The number of web searches on the term “content marketing” is up 500% since January 2011. Source: Google Trends
  4. 4. Marketing or Content?
  5. 5. Once upon a time…
  6. 6. 93% of B2B marketers use content marketing… …But only 42% of marketers say they are effective at content marketing Source: Content Marketing Institute 2014 B2B Content Marketing Report.
  7. 7. WHY?
  8. 8. Success in Strategy Percentage of B2B Marketers Who Have a Documented Content Strategy 49% No44% Yes 6% Unsure 66% of marketers who have a documented content strategy consider their content marketing effective. Stats from Content Marketing Institute: 2014 B2B Content Marketing Report.
  9. 9. Content Marketing Strategy = The Intersection of Brand and Customer Communications. What your brand must effectively communicate What your customer wants to learn and share
  10. 10. Focus on People first: EOPLE P BJECTIVES O TRATEGY S ACTICS T POST methodology developed by Forrester Research. View more on this methodology here: http://forrester.typepad.com/groundswell/2007/12/the-post-method.html 1.  What PROBLEMS are your target customers trying to solve? 2.  What do they NEED the most? 3.  What types of information are they SEARCHING for?
  11. 11. Buyer Journey and Content Roadmap BUYING AWARENESS RESEARCH COMPARISON PURCHASE Blog Posts Social Media Whitepapers Ebooks Webinars Industry Reports Case Studies Demos Customer Testimonials Detailed Product Info Analyst Reports
  12. 12. B2B content marketers use an average of 13 tactics: •  Social Media (87%) •  eNewsletters (80%) •  Blogs (76%) •  In-person Events (76%) •  Case Studies (73%) •  Videos (73%) •  Whitepapers (64%) •  Webinars (62%) •  Infographics (51%) Statistics from: CMI 2014 Benchmark Report Chart from eMarketer
  13. 13. Content Marketing Matrix ( Awareness Purchase
  14. 14. Create Content, Not Clutter.
  15. 15. Ann Handley’s Formula for Innovative Content: Useful x Enjoyable x Inspired = Innovative Content
  16. 16. Source: Moz “Whiteboard Friday”
  17. 17. Content Marketing Challenges for Marketers Source: Eloqua Community State of Content Marketing 2014
  18. 18. Test tools & develop processes to make content marketing scalable & repeatable.
  19. 19. Marketing without Measuring:
  20. 20. Measuring Content Marketing Awareness: •  SERPs •  Increase in first-time website visitors •  Improved social metrics Consideration: •  Website metrics (Time spent on site, Page views, Lower bounce rate) •  Social interaction/engagement Conversion: •  Increased conversion rates as measured by sales of leads •  Tracking content sources that contribute to sales funnel •  Referrals •  Subscriber vs. non-subscriber behavior
  21. 21. Thank you. Kieran Wilson | @kieranwils Marketing Manager, Ignite Social Media “The best marketing doesn’t feel like marketing.” -- Tom Fishburne Marketoonist.com

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