Winning the B2B marketing game with content marketing


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An overview of content marketing and the 6 Steps to content marketing success.

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Winning the B2B marketing game with content marketing

  1. 1. content marketing winning the B2B marketing game on a new field of play. © Copyright 2012 Tactus Associates. All rights reserved.
  2. 2. The new field of play customers dont buy the same way they used to salesmen dont sell the same way they used to competitors dont compete the same way they used to
  3. 3. Content marketing: what is it …and how can it help
  4. 4. Content marketing is thecreation and distribution ofcompelling, often educational,content to attract or retaincustomers and prospects.
  5. 5. Content marketing goes by other names custom publishing custom content branded content corporate media thought leadership inbound marketing …but probably not for long
  6. 6. Content marketing:owning media, not renting it.
  7. 7. Traditional B2B marketing: telling the world you’rea rock star.Content marketing: being a rock star.
  8. 8. Your customers don’t care about you. They care about themselves. Content marketing creates information your customers are passionate about
  9. 9. Your content can deliver value to customers by providing… market intelligence product information business skills technical adviceexpert opinion industry gossipinsider knowledge fun and games
  10. 10. You can distribute your content in manyforms, especially on-line… videos microsites article posting social media blogs e-books case studies podcasts research reports white papers e-newsletters webinars/webcasts content in traditional media in-person events print newsletters
  11. 11. How is content marketing different fromtraditional B2B marketing?
  12. 12. …instead of pushing brand advertising product description sales promotion corporate information
  13. 13. you can pull customers in...1. pre-qualified leads: interested in your offer2. disposed to trust you: accept you as an authority3. open to further communication: they owe you one
  14. 14. Bonus benefit: content marketing isan SEO turbo-booster.
  15. 15. Let’s sum it up…traditional marketing vs content marketing advertise publish buy media own media push pull tell show seller advisor
  16. 16. Content marketing …making it
  17. 17. 6 steps to content marketing success… 1. the big picture 2. the team 3. ideas 4. planning and production 5. audience development 6. conversion and analysis
  18. 18. Step 1: the big picture – strategy 3 things to consider: 2 whos and a what…
  19. 19. 1 who you are What is your world view Why do you do what you do How do you answer WIIFM
  20. 20. in other words… your story aka your brand
  21. 21. 2 who your customer is the target individual not just in for each piece of general… content you create… …and what he/she wants
  22. 22. 3 what you want your customer to do (or think) not just in the desired response general… for each piece of content you create provide email addressbuy your product download content
  23. 23. Step 2: the content team
  24. 24. Step 2: the content team executive buy-in resources CCO Chief Content Officer in-house external content pros content pros content sources production
  25. 25. Step 3: content ideas
  26. 26. Step 3: content ideas interrogateyour organization mercilessly. What are we good at? How are we special? What do customers need?
  27. 27. Step 3: content ideas looking outside the organization for Social listening content ideas. Industry sources (press, associations, events…) Customer interviews
  28. 28. content mix entertain games, satire inspire awards, futurism provoke controversy, edgy comment teach how-to inform news, research, tools
  29. 29. Step 4: planning & production
  30. 30. Step 4: planning and production thinking like a publisher Forward planning (editorial calendar) Work assignment (in-house or external) Presentation (professional design) Editing (style, consistency)
  31. 31. re-use, recycle, re-purpose start with a big re-deploy chunks content idea blog post video slide show seminar/webinar e.g. e-book infographic
  32. 32. Step 5: audience development
  33. 33. Step 5: audience development Existing contacts build it and (customers, prospects) hope they will come? Influencers (engage, respond, motivate) SEO (target keywords, links) Paid media (advertise content) Syndication (e.g. guest posting)
  34. 34. Step 6: conversion & analysis
  35. 35. Step 6: conversion and analysis conversation and repetition make an offer invite feedback rinse and repeat ask for advice request contact info mini conversions
  36. 36. content marketing funnel non-selling awareness friend known namenon-gated prospect (in dB) soft-sell lead gated hard-sell opportunity non-gated customer
  37. 37. Get content into hands of salespeople Reasons to contact Door openers Leave-behinds Sales talk guides
  38. 38. Metrics email open rates email conversions content views/downloads social downloads/shares webinar registrants blog comments leads
  39. 39. Tools Google Analytics HubSpot Adobe Sitecatalyst Radian6 (Salesforce)
  40. 40. Top content marketing challenges Producing enough content 64 Producing engaging content 52 Producing a variety of content 45 Budget constraints 39 Inability to measure results 33 Lack of knowledge/training 26 Lack of buy-in 22Source: Holger Schulze, B2B Content Marketing Trends 2012
  41. 41. Coming soon… Content marketing in the real world
  42. 42. Want to know more aboutContent Marketing? Contact Tactus. © Copyright 2013 Tactus Associates. All rights reserved.