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Introduction to B2B content marketing

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It’s harder than ever to engage with B2B buyers in today’s fast-paced digital economy. Thanks to the proliferation of technology, the balance of power between buyers and sellers has caused a monumental shift in the traditional B2B purchase funnel. B2B buyers have become extremely savvy and often dictate when, where, and how they want to interact with brands. At the same time, they’ve grown very skeptical of advertising, which makes it difficult for brands to attract and retain customers.

Enter content marketing. A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent messages to help attract and retain a clearly defined audience.

This guide offers a brief introduction get started with a content marketing strategy for your B2B organization.


Published in: Business
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Introduction to B2B content marketing

  1. 1. MARKETING B2BCONTENT ROCKS!
  2. 2. HOWLONGISTHEATTENTION SPANOFAGOLDFISH?
  3. 3. HOWLONGISTHEATTENTION SPANOFAGOLDFISH? 9SECONDS
  4. 4. HOWLONGISTHEATTENTION SPANOFAHUMAN?
  5. 5. HOWLONGISTHEATTENTION SPANOFAHUMAN? 8SECONDS
  6. 6. Andrew Davis, Monumental Shift Content builds relationships. Relationships are built on trust. Trust drives revenue.
  7. 7. TODAY’S B2B DECISION MAKER… IS DIFFICULT REACH & HARD TO ENGAGE TO
  8. 8. 47% Viewed 3 to 5 pieces of content before engaging with a sales rep* *2016 Content Preferences Survey Report **Harvard Business Review ***CEB 51% Rely on content to inform their buying decisions* 96% Want content with thought leadership versus “Marketing”* 73% Viewed a case study during their research* 90% Say they never respond to cold outreach** 57% Of the purchase decision is complete before they speak to a sales rep**
  9. 9. ENTER CONTENT MARKETING 87%Of B2B Decision Makers SAY CONTENT HAS A MAJOR OR MODERATE IMPACTON VENDOR SELECTION* *2015, CMO Council
  10. 10. Content Marketing Institute What is Content Marketing? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
  11. 11. JOURNALISM CONTENT MARKETING MARKETING
  12. 12. Provide people with relevant and actionable insights about meaningful and relevant topics to help them overcome business challenges, build stronger customer relationships, and thrive. A Good B2B Content Marketing Mission
  13. 13. Content Plays an Important Role in the B2B Customer Journey AWARENESS Customers in this stage of their research journey aren’t necessarily aware that your brand can help solve their problems. Here, your job is to create the need for your thought leadership. Content in this stage thus focuses on customer pain points, not your product/solution features. CONSIDERATION This stage is about building trust and credibility. Here, customers begin to discover what product/solution criteria does and does not meet their needs. Educational content like articles, whitepapers, analyst/industry reports, and fact sheets can be used at this stage. At this point in their research, customers begin doing in-depth comparisons of each B2B vendor they’re considering. This is the stage where they drill down into specific product features and solutions that align to their needs. Customer testimonials and integration guides also are used in this stage. DECISION This stage is about closing the sale. Here, customers are securing buy-in, refining selections, discussing preparation costs/customer support needs, and ultimately making the purchase. In this stage, product tours, demos, and trial offers provide a path for customers to realize value quickly after purchase. PURCHASE
  14. 14. KEYSTOCREATINGGREATB2BCONTENT ü UseHumor ü LeverageVisuals ü BeHonest ü BeTopical ü KeepitSimple ü Don’tSell ü ReadMore,toWriteBetter ü ThinkLikeaJournalist,ButActLikeaMarketer
  15. 15. Content Marketing Framework Strategize Ideate Calendarize Allocate Resources Collaborate Write & Edit Design Repurpose Deploy Across Relevant Channels Optimize Assess Content Performance Identify Opportunities to Optimize Content Research & Discovery Activate Create CONTENT Measure
  16. 16. CONTENT HUB Content Strategy Content Operations Content Factory Define, document, and educate the organization on how to apply content strategy best practices to content planning and creation Define and implement the tools and processes required to manage, measure, and optimize the content supply chain Produce content that maps to a content strategy and audience journey for multi- channel programs to drive awareness, demand creation, and sales enablement Content Strategy & Operations: A Team Effort
  17. 17. Foundational Content is Key • eBooks are compelling ways to tell a complex, deep-rooted story, while driving leads through being gated • The story should be told visually as well • Important to partner with design team on these types of assets • The real benefit: This piece can be broken up into individual blogs and infographics to get more use out of this, as well as tease out the message
  18. 18. When Words Can Be Visual • Look for ways to tell complex stories with visuals • Infographics don’t just have to show numbers on data, a graphic can sometimes tell a story better than words
  19. 19. Spotlight Interviews with Subject Matter Experts • Positions the brand as industry thought leader • Allows brand to positon its message in a very casual, consumable way • Great way to get other team members to share our content • Helps elevate individuals within your organization
  20. 20. Share With Slides! • SlideShare is a great way to drive organic awareness… • Accompany a larger asset… • And tell a simple, visual story!
  21. 21. Turning Data into Content • Data Journalism is Hot, when possible, brands should jump on this • Tell a very quantitative story visually • Helps break down information and make it simple for people to read, understand and share
  22. 22. Insights from Being On Site: Making Content from Events • Industry events (sponsored, speaking engagements, general events) can be a great way to build new content streams • Cover other thought leaders in the space ensuring your message is aligned with the hottest industry topics • Partner with social team for real-time engagement
  23. 23. THANK YOU @HeavyMetalMG /mikegoldberg1

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