2. I. Content Strategy Explained
#b2bcontent

3. What’s the difference between content
strategy and content production?
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4. Strategic content has well-defined goals:
• Lead generation
• Brand awareness/thought leadership
• SEO
• Traffic
• Social shares
• Email sign-ups
• RSS subscriptions
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5. #b2bcontent

6. You need criteria to define the success of
your content.
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7. Content strategy is a mix of short-term and long-
term initiatives.
Short Term Long Term
Blogging White papers
Podcasts Infographics
Comment marketing Email newsletters
#b2bcontent

8. Evergreen Potential
eBook
Blog post* White paper
Webinar
Infographic
SlideShare
Resource Demands
Blog post
Podcast
Newsletter
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9. Questions to ask:
1. What is the objective of my content?
2. How will I evaluate the success of my
content?
Goals + Measurement = Content Strategy
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10. II. Define Your Audience
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11. Who is your target audience?
• Industry
• Title / Role
• Expert vs. novice
• Goals
• Problems
Answer: Buyer Persona
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12. Sample Buyer Persona:
• Online Marketing Manager
• Experienced with PPC, limited knowledge of
display
• Goals include driving traffic and conversions;
key metrics are CPA and ROI
• Frustrated by fragmented advertising
landscape and lack of clear attribution
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13. III. Choose Your Topic
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14. What do they care about?
• Social listening
• Blogosphere
• Conferences & events
• Quora & LinkedIn Answers
• Google Suggest
• Google Insights
• FAQs
• Competitive research
• Sales and customer service teams
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15. Great content speaks directly to your
audience’s interests and needs.
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16. IV. Select the Medium
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17. Types of content:
• Blog posts • Webinars
• Infographics • Reports
• Videos • Case Studies
• Brochures & Data Sheets • Tools & Widgets
• eBooks • Podcasts
• Newsletters • Presentations
• Reference Guides • White Papers
• Microsites • Online Courses
#b2bcontent

18. How to Choose a Medium
1. Content objective
2. Resource availability
3. Audience fit
4. Distribution channel
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19. V. Distribute the Content
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20. Tips for Effective Content Distribution
• Share within your own networks
• Leverage paid channels when appropriate
• Align the channel with your content objectives
• Track & measure everything
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21. Distribution Channels:
• Email • Press Release
• Drip
• Nurture
• Newsletter
• Social Media • Publisher & blogger
• Twitter targeting outreach
• LinkedIn targeting
• Paid advertising • StumbleUpon Paid
• PPC Discovery
• Display
• Retargeting
• PR • Outbrain
• SEO (organic search) • Microsite/landing page
#b2bcontent

22. VI. Nurturing with Content
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23. Nurturing Prospects & Clients w/Content
• Drip campaigns for open leads
• Value-add newsletter for current clients
• Build an automated system
– Leverage lead insights to segment drip campaigns
– Opt-in newsletter for clients
– Content templates for Sales teams
– Content database that the entire organization can
utilize
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24. VII. Attribution &
Measurement
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25. How to Measure Content Performance
• Option 1: Marketing Automation software
– Marketo
– Eloqua
– HubSpot
• Option 2: UTM Tags
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26. Structuring UTM Tags
• Tool: Google URL Builder
• Sample URL:
• http://www.retargeter.com/retargeting/four-ways-b2b-
retargeting?utm_source=Social%2BMedia&utm_medium=Twitter&
utm_content=Four%2BWays%2BRetargeting%2BCan%2BWork%2Bf
or%2BB2B&utm_campaign=Retargeting%2Band%2BAd%2BTargetin
g
• Parameters:
– Campaign Source
– Campaign Medium
– Campaign Term
– Campaign Content
– Campaign Name
• Auto-tagged in Google Analytics
– Parse UTM cookie to pass info to CRM
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27. VIII. The Principles of Content
Marketing
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28. 1. Think strategically
2. Plan both long-term and short-term initiatives
3. Understand and relate to your audience
4. Find the appropriate medium and channel
5. Define your goals and measure everything
6. Repurpose content whenever possible
7. Adding value > pitching your services
8. Build an ethos of being helpful to go from content
marketer  thought leader
#b2bcontent

29. Contact Us
Web: www.retargeter.com
Phone: (415) 738-0573
Hafez Adel, Sr Director of Marketing
hafez@retargeter.com
Twitter: http://bit.ly/AdxV9U
LinkedIn: http://linkd.in/yqVIyq
Facebook: http://on.fb.me/xvUGCL
Google+: http://bit.ly/yYUxh0
Caroline Watts, Marketing Manager
caroline@retargeter.com
#b2bcontent