CMB Partner Office Hours
Today’s Presentation: “The
Opportunity for Selling Content
Marketing Strategy in 2014”
Every Tues...
What is the CMB
Community?
A team of inbound marketing agencies that sell and deliver services using the Content Marketer’...
Today’s Schedule
15 minutes: Slide Presentation
45 minutes: CMB Partner Open Q&A

www.contentmarketingblueprint.com
www.contentmarketingblueprint.com/blog

After the
Webinar
•

Webinar recording

•

Slides

•

Blog article

www.contentmar...
Today’s Question
Should we be selling content marketing strategy as a standalone service?

www.contentmarketingblueprint.c...
Growth of Content
Marketing
B2B Focus in 2014
Data from:
Content Marketing Institute 2014 B2B Content
Marketing 2014 Bench...
Everyone does it.

www.contentmarketingblueprint.com
Budgets are increasing.

www.contentmarketingblueprint.com
Where will the budget go?

www.contentmarketingblueprint.com
Do we sell strategy or
service?
B2B Focus in 2014
Data from:
Content Marketing Institute 2014 B2B Content
Marketing 2014 B...
Strategy = Red / Service =
Blue

What they need

Aligning value with
challenges
Large
Strategy = 24%
Service =25%
Both = 4...
How valuable is
strategy?
B2B Focus in 2014
Data from:
Content Marketing Institute 2014 B2B Content
Marketing 2014 Benchma...
Should be an easy sell…
Strategy = Success
“B2B Marketers with a content marketing
strategy are nearly 300 percent more li...
Yet there is a gap.

www.contentmarketingblueprint.com
Only 15% have a REAL
strategy! That’s a big gap.
“The other scary part here is that this is likely an inflated number to b...
The Opportunity for
Agencies
Educate and deliver

www.contentmarketingblueprint.com
Selling strategy: What is
content marketing strategy?

“Content helps achieve business
objectives, not content objectives”...
Content Strategy = Sales
Process
Content Strategy

Content
Calendar

V.S.

www.contentmarketingblueprint.com
Competition is sleeping!

www.contentmarketingblueprint.com
Difficult to find examples and
difficult to obtain
 Can’t find examples.
 Most information is “how to create one”, leavi...
Lead with strategy, fuel your
agency services.
 Strategy is valuable
 Strategy has lower barrier to entry
 Strategy is ...
Experiment: Live Blueprint
Workshops

www.contentmarketingblueprint.com
Next Session: Tuesday
th @3pm
February 4
“When your clients ask: where is my keyword research?”
Signup at: www.contentmark...
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Opportunity for selling content marketing strategy in 2014

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As more b2b companies bring content marketing execution in house, the demand for more strategic services from marketing agencies will rise.

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Opportunity for selling content marketing strategy in 2014

  1. 1. CMB Partner Office Hours Today’s Presentation: “The Opportunity for Selling Content Marketing Strategy in 2014” Every Tuesday & Thursday @3pm Eastern www.contentmarketingblueprint.com www.contentmarketingblueprint.com
  2. 2. What is the CMB Community? A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint. Join the Conversation @CMBlueprint or +ContentMarketersBlueprint www.contentmarketingblueprint.com
  3. 3. Today’s Schedule 15 minutes: Slide Presentation 45 minutes: CMB Partner Open Q&A www.contentmarketingblueprint.com
  4. 4. www.contentmarketingblueprint.com/blog After the Webinar • Webinar recording • Slides • Blog article www.contentmarketingblueprint.com
  5. 5. Today’s Question Should we be selling content marketing strategy as a standalone service? www.contentmarketingblueprint.com
  6. 6. Growth of Content Marketing B2B Focus in 2014 Data from: Content Marketing Institute 2014 B2B Content Marketing 2014 Benchmarks, Budgets & Trends – North America www.contentmarketingblueprint.com
  7. 7. Everyone does it. www.contentmarketingblueprint.com
  8. 8. Budgets are increasing. www.contentmarketingblueprint.com
  9. 9. Where will the budget go? www.contentmarketingblueprint.com
  10. 10. Do we sell strategy or service? B2B Focus in 2014 Data from: Content Marketing Institute 2014 B2B Content Marketing 2014 Benchmarks, Budgets & Trends – North America www.contentmarketingblueprint.com
  11. 11. Strategy = Red / Service = Blue What they need Aligning value with challenges Large Strategy = 24% Service =25% Both = 41% Small Strategy = 17% Service = 52% Both = 20% www.contentmarketingblueprint.com
  12. 12. How valuable is strategy? B2B Focus in 2014 Data from: Content Marketing Institute 2014 B2B Content Marketing 2014 Benchmarks, Budgets & Trends – North America www.contentmarketingblueprint.com
  13. 13. Should be an easy sell… Strategy = Success “B2B Marketers with a content marketing strategy are nearly 300 percent more likely to be effective” -Joe Pulizzi, Founder CMI | 8 shocking content marketing research facts www.contentmarketingblueprint.com
  14. 14. Yet there is a gap. www.contentmarketingblueprint.com
  15. 15. Only 15% have a REAL strategy! That’s a big gap. “The other scary part here is that this is likely an inflated number to begin with. Based on my experience in working with B2B businesses, I believe the real number is closer to being below 15 percent. The difference: Most marketers don’t know what a content marketing strategy looks like (yet), let alone how to document it for better use across the enterprise.” -Joe Pulizzi, Founder | Content Marketing Institute www.contentmarketingblueprint.com
  16. 16. The Opportunity for Agencies Educate and deliver www.contentmarketingblueprint.com
  17. 17. Selling strategy: What is content marketing strategy? “Content helps achieve business objectives, not content objectives” 6 Key Elements of an Effective B2B Content Marketing Strategy | Kevin Cain, Director of Content Strategy at OpenView Venture Partners www.contentmarketingblueprint.com
  18. 18. Content Strategy = Sales Process Content Strategy Content Calendar V.S. www.contentmarketingblueprint.com
  19. 19. Competition is sleeping! www.contentmarketingblueprint.com
  20. 20. Difficult to find examples and difficult to obtain  Can’t find examples.  Most information is “how to create one”, leaving the heavy lifting to the marketer.  Those that do sell strategy can’t articulate what it will look like or how it can be implemented.  Agencies selling strategy (5k+ and 1-3 months to create) www.contentmarketingblueprint.com
  21. 21. Lead with strategy, fuel your agency services.  Strategy is valuable  Strategy has lower barrier to entry  Strategy is profitable  Strategy leads to a need for service www.contentmarketingblueprint.com
  22. 22. Experiment: Live Blueprint Workshops www.contentmarketingblueprint.com
  23. 23. Next Session: Tuesday th @3pm February 4 “When your clients ask: where is my keyword research?” Signup at: www.contentmarketingblueprint.com/webinars www.contentmarketingblueprint.com

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