Content Marketing is the most commercially important digital marketing trend for the year 2015. This presentation walks you through different types of content for B2B companies - the objectives, the creation process and some examples.
7. Share knowledge and expertise
Establish thought leadership through
educational content
Provide answers to questions
Get found on search engines
8. Identify
• Identify themes/ topics and keywords (social listening)
Prepare
• Prepare a list of questions
Talk
• Have an in-depth conversion with Subject Matter
Experts
Write
• Create Content in publishable and promotable format
(research oriented, length, use of images etc.)
9.
10.
11. Be active on relevant social channels
with the right information
Be in the eyeline of the target audience
when they are looking for the
information
12. Create content relevant for each platform
For example:
▪ Twitter – Short, quick, current updates, ongoing
conversations
▪ Facebook – HighlyVisual
▪ LinkedIn – More professional and formal
Define the right frequency
Define the right tonality inline with your
brand image
Maintain consistency
15. - Authoritative reports, more in-depth
than blog
- Address specific business issues in detail
- Demonstrate technical knowledge or
business information
- Generally available on request
- Good weapons to use for specific
targeted campaigns
16. Through Industry Leader
With the help of customers
Researched -Take a specific
problem and write content
around it
Crowdsource the content
20. Story
• Build story around objectives
Date
• Gather data and information (Public Data,
Research Reports)
Sketch
• Sketch the idea (Gliffy, Creatly)
Create
• Build the infographic (Infogr.am, Piktochart,
Canva or graphic designer)
25. Generate awareness
Get qualified leads
Move the prospects up in the interest ladder
Options -
Interviews with industry leaders on a specific topic
Product training
Quick tips
Panel Discussions
26. • Invite your customers to share their
story & learningCustomer
• Invite an industry leader to speak on a
latest topic relevant to your industryIndustry Leader
• Get one of your in-house subject matter
experts to speak on an industry topicIn-House Expert
• Regular interactive webinars/podcasts
about the product featuresProduct