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MARKETINGAND SALESLEARNING AND   WELCOMEDEVELOPMENT
We are here to representand develop themarketing and salesprofessionsand enhance thecareers of practitioners
Each year we support over                                 50,000 people at every                                  stage of...
What skills # you need?                     do         We will help you develop130 training courses in keyareas of marketi...
Joining as a                   professional member                   brings you a number                    of options to ...
B2B Content Marketing  Planning TFM&A                Marina Lumley           Course Director CIM                    @marin...
Marina Lumley       @marinalumley       uk.linkedin.com/in/marinalumley•   Practitioner and trainer in Marketing Communica...
Thoughts you might be having that bought you to this seminar today     What is                            How can youConte...
Content marketing   “How a brand creates, delivers and governs  original or curated content to attract and retain  custome...
Hot topic! - 3-5 years old and powered by social media• Its got traction• Thought leadership/  credibility• Lead quality a...
Content isCould it also be the futureof SEO strategies?
Search queries for         Content Marketing                                                                       The Fut...
B2B vs. B2C
70% of the customer buying cycle iscompleted before a prospect is willing   to engage with an actual person
Engage with more of your prospects     and convert more sales
Can cost less than an outbound lead
Inbound marketing leads = X3   conversion rate. Hubspot
Beat the competition to the prospect
Persona led marketing   Senior Marketing Manager                IT Director     Do they have the same criteria for evaluat...
Map content to the prospect journey  What your persona is                                                    Reasons to wa...
3 Key Pillars of Content Marketing• Content Optimization & SEO• Keyword Research
Social site for socialcontent  700,000 Fans on Facebook  Over 30 blogs  1.5m views on YouTube  18 Twitter accounts  Exec –...
Content ecosystem          Content Hub                    Blog
Blog                                       BlogCreate a calendarWhat’s daily? – Three new blog postsMonthly? – webinarQuar...
Make the most of online resources e.g.http://www.contentmarketinginstitute.com/wp-content/uploads/2012/02/Ultimate_Ebook-1...
Any questions?                                                                               Marina Lumley                ...
Content Marketing for B2B: Understanding the paradigm shift in thinking for marketers, Marina Lumley, Course Director, the...
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Content Marketing for B2B: Understanding the paradigm shift in thinking for marketers, Marina Lumley, Course Director, the Chartered Institute of Marketing (CIM)

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Marina Lumley, Course Director, the Chartered Institute of Marketing (CIM)

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Content Marketing for B2B: Understanding the paradigm shift in thinking for marketers, Marina Lumley, Course Director, the Chartered Institute of Marketing (CIM)

  1. 1. MARKETINGAND SALESLEARNING AND WELCOMEDEVELOPMENT
  2. 2. We are here to representand develop themarketing and salesprofessionsand enhance thecareers of practitioners
  3. 3. Each year we support over 50,000 people at every stage of their career. We do this throughWhere do you want to go? providing training, internationally recognised We will help you get there qualifications and membership resources.
  4. 4. What skills # you need? do We will help you develop130 training courses in keyareas of marketing, salesand business.Flexible marketing andsales qualificationsthrough CIM Academy.Tailored programmes toimprove the performanceof marketing and salesteams.
  5. 5. Joining as a professional member brings you a number of options to boost your career and gain access to resources.Members can register for theChartered CPD Programmewhich provides a framework foryour development and the meansto achieve Chartered Marketer How far can you go?status. That’s up to you
  6. 6. B2B Content Marketing Planning TFM&A Marina Lumley Course Director CIM @marinalumley LinkedIn: marinalumley
  7. 7. Marina Lumley @marinalumley uk.linkedin.com/in/marinalumley• Practitioner and trainer in Marketing Communication strategy Formerly integrated agency Board Director• 18 years Marketing Experience• CIM Faculty Member and Trainer• Teaching in the digital & marketing space
  8. 8. Thoughts you might be having that bought you to this seminar today What is How can youContent marketing benefit? Why is it such a all about? hot topic? Does it require Does a a paradigm Marketing Can it really shift in thinking?Manager require impact your new skills? bottom line?
  9. 9. Content marketing “How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and, ultimately motivating a change in behaviour” Joe Pulizzi “Get content, get customers”
  10. 10. Hot topic! - 3-5 years old and powered by social media• Its got traction• Thought leadership/ credibility• Lead quality and cost• “X factor” peer generated brand referrals• Gets you found!• Competitor advantage• “Me too”
  11. 11. Content isCould it also be the futureof SEO strategies?
  12. 12. Search queries for Content Marketing The Future?Econsultancy & Outbrain Content Marketing Survey Report2012. 1300 respondents: Clients, agencies and publishers B2b Content marketing Trends – 2012 Survey Results. By Holger Schulze, author of the blog “everything technology marketing”. Sponsored by IDG Enterprise. 740 responders from a LinkedIn community
  13. 13. B2B vs. B2C
  14. 14. 70% of the customer buying cycle iscompleted before a prospect is willing to engage with an actual person
  15. 15. Engage with more of your prospects and convert more sales
  16. 16. Can cost less than an outbound lead
  17. 17. Inbound marketing leads = X3 conversion rate. Hubspot
  18. 18. Beat the competition to the prospect
  19. 19. Persona led marketing Senior Marketing Manager IT Director Do they have the same criteria for evaluation? Do they search for the same thing?
  20. 20. Map content to the prospect journey What your persona is Reasons to want interested in. to give data Education, case studies vs. a hard sell ACQUIRE PARTICIPATE Price and Product Reviews and SHARE features. forums. Content ENGAGE Compelling disseminated from argument acquire and participation phase
  21. 21. 3 Key Pillars of Content Marketing• Content Optimization & SEO• Keyword Research
  22. 22. Social site for socialcontent 700,000 Fans on Facebook Over 30 blogs 1.5m views on YouTube 18 Twitter accounts Exec – 1.5m followers
  23. 23. Content ecosystem Content Hub Blog
  24. 24. Blog BlogCreate a calendarWhat’s daily? – Three new blog postsMonthly? – webinarQuarterly? - ebook
  25. 25. Make the most of online resources e.g.http://www.contentmarketinginstitute.com/wp-content/uploads/2012/02/Ultimate_Ebook-1.pdf E.g. Econsultancy; Mashable; Social Media Examiner, Hubspot; Marketing Week
  26. 26. Any questions? Marina Lumley Course Director CIM @marinalumley LinkedIn: marinalumleyIntellectual PropertyAll training materials provided by CIM Learning and Development remain the intellectual property of The Chartered Instituteof Marketing and its partners, who assert their right to worldwide copyright unless specifically agreed otherwise in writing.© Marina Lumley and The Chartered Institute of Marketing 2013

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