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Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…


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B2B Marketing Summit, 18 June 2013:

Content marketing gurus too often focus on glamorous or quirky B2C examples. Lovely to look at, but not much help if you’re producing content about industrial air conditioning units, with numerous unenlightened stakeholders offering editorial advice.

Catherine Toole suggests 5 key activities which support high-quality B2B content marketing. And nobody need volunteer to bungee jump off a space station.

Published in: Business, Technology
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Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…

  1. 1. Unsexy, compliant and boring?5 missed opportunities of b2b content marketing@StickyContent#b2bsummit@catherinetoole
  2. 2. What makes content engaging?1. RELEVANCE
  3. 3. Image from
  4. 4. Yourdomain ofexpertiseYour users‟informationneeds
  5. 5. Based on seomoz research
  6. 6. Answer a question, grow your content„One of our clients that develops an enterprise softwaresolution has been developing “technology tips” based oncustomer service queries for the past two years.When reviewing analytics last quarter, we realized thesecontent marketing assets contributed to 5% of the overallcontent viewed and 20% of the search queries received.‟Derek Edmond, KoMarketing Associates
  7. 7. What makes content engaging?1. RELEVANCE2. EXPERTISE
  8. 8. • Would you trust the information presented in this article?• Is this article written by an expert, or is it more shallow in nature?• Does the site have duplicate, overlapping, or redundant articles?• Does this article have spelling, stylistic, or factual errors?• Are the topics driven by genuine interests of readers of the site?• Does the article provide original content or information?• Does the page provide value compared to other pages in search results?• Would you recognise this site as an authoritative source when mentioned by name?• Does this article provide a complete or comprehensive description of the topic?• Does this article contain insightful analysis or information that isbeyond the obvious?• Is this the sort of page you’d want to bookmark, share with a friend, or recommend?• Would you expect to see this article in a printed magazine, encyclopedia or book?
  9. 9. Customers are looking for "the real scoop" when they check out a corporateblog, says Debbie Weil, author of The Corporate Blogging Book."The first thing you want to see is something you wont get on the regularcorporate site. The built-in expectation is something more insider, somethingmore direct, more revealing about the product or about the issue…”
  10. 10. Blog and video• 211,000 page views• 2500 inbound links from top 8 articles• $2m sales
  11. 11. © Sticky Content LimitedThe fence post blog• 850% increase in sales leads since launch
  12. 12. What makes content engaging?1. RELEVANCE2. EXPERTISE3. EXECUTION
  13. 13. What financial information do investors want fromwebsites?Individual investors are intimidated by overly complex IR sitesand need simple summaries of financial data.Although users like the idea of webcasts, they rarely find thetime. But users like shorter videos to get a sense of who theexecutives are through tone of voice, body language etc.And users often prefer the much derided PowerPointslides.Jakob Nielsen,
  14. 14. How do you create„enough‟ engagingcontent?
  15. 15. We’re all publishers now...
  16. 16. 4. Publishing structure Have a hierarchyManage stakeholdersDon‟t let peoplecreate content withouta „who?‟ and a „why?‟Have a plan andstick to it
  17. 17. 41An extract from the foreword toContent Strategy for the Web(2nd Edition) by KristinaHalvorson & Melissa Rach bySarah Cancilla, Facebook‟s firstcontent strategist.
  18. 18. 42Extract from the foreword of Content Strategy for the Web (2nd Edition)
  19. 19. © Sticky Content Limited
  20. 20. 5.
  21. 21. Here’s one I made earlier...
  22. 22. © Sticky Content Limited
  23. 23. © Sticky Content Limited
  24. 24. © Sticky Content Limited
  25. 25. TalkBlogpostArticleComments3rd party siterepublishUser generatedcontentRetweetsBookmarksFurther thoughtpiecesBookmarksTrending ontwitterNew ideas fortalks, blog posts
  26. 26. • Email subjectline
  27. 27. • Homepage teaser• Tweet• Related productslink• Meta description
  28. 28. • Landing pagesnippet / A-Z entry
  29. 29. • Mobile site
  30. 30. • Tablet site“We have a really hard time separatingcontent from form. We have a really hardtime imagining what something says, whatits words are, might be disconnected fromhow it looks — or more important that ifyou are thinking about multi-channelpublishing, how it looks might need to bedifferent for every platform.”Karen McGrane
  31. 31. Senior management says no
  32. 32. Inspire a culture of content idea generation
  33. 33. Thank you for; #b2bsummit