Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation

Presented at MassTLC's April 4, 2014 Growth Hacking Summit (http://www.masstlc.org/event/id/400995/Sales--Marketing-Summit-Building-a-Lean-Self-Perpetuating-Marketing-Ma.htm ) - Jonathan Burg and Alan Belniak walk through some of the steps to create a content marketing strategy that aligns with the objectives of a B2B marketing funnel. In the session, they describe some of the pitfalls to avoid, and give practical, hands-on advice (via three break-out sessions) toward creating that strategy.

  • Login to see the comments

Aligning A Content Marketing Strategy to A B2B Marketing Funnel - a #MassTLC Presentation

  1. 1. WORKSHOP: CREATING A CONTENT STRATEGY TO ALIGN WITH THE B2B FUNNEL Jonathan Burg @jonmburg Alan Belniak @abelniak @MassTLC #MassTLC #B2BContent
  2. 2. INTRODUCTIONS Jonathan Burg (@jonmburg)  Director of Demand Generation at Apperian  Led demand generation teams at three leading Boston technology companies  Focused on using content to drive significant increases in sales pipeline Alan Belniak (@abelniak)  Led content and social initiatives at three companies over past five years (two B2B)  From social networking to launching a blog to brand journalism to standing up and implementing a content strategy
  3. 3. AGENDA  Level-setting: what „is‟ content, why it matters for the B2B funnel, and the state of the union  WHAT is holding some of us back from crushing it?  WHO are your buyers? Do you really know them?  WHAT content do you need? WHAT content you already have?  WHERE does (or will) your content live? HOW will it get read? HOW often will you produce it?
  4. 4. B2B AND CONTENT MARKETING of a buyer’s decision is done digitally 67% The real message behind the 67 percent statistic is that every marketing organization must view its inbound efforts as absolutely critical to success at all stages of the buyer’s journey. Do not ignore the role of inbound marketing at later stages of the buyer’s journey, […] -- Sirius Decisions – B2B marketing experts
  5. 5. WHY „CONTENT‟?  Paid media is important, but once it gets turned off, it goes away 1. The first ranking position in the search results receives 42% of all click-through traffic 2. The second position: 12% 3. Third position: 8% 4. The fourth placed position on page one: 6% 5. The others on the first page are under 5% of click through traffic  Focus on useful and helpful… instead of sales-y  … because your competition is
  6. 6. PAID VS. ORGANIC 6% 94% click on paid search results click on organic search results
  7. 7. WHAT IS THE CURRENT STATE OF CONTENT MARKETING? How many of you are here?
  8. 8. BIGGEST CONTENT MARKETING HURDLES  To produce content that engages, that can be integrated, the right amount, the right variety…  You need to ask the right questions  There are a lot of excuses, but also ways to overcome these challenges
  9. 9. WHO IS YOUR BUYER? DO YOU REALLY KNOW THEM?  Who are you talking about?  Why?  Do you fundamentally understand?  Let‟s talk personas • not the same as “buyer profiles” • understanding who your buyer really is
  10. 10. “IT‟S NOT YOU, IT‟S ME.”
  11. 11. IF CREDIBILITY IS THE GOAL…
  12. 12. ALIGNING CONTENT TO WHAT YOUR BUYERS NEED SiriusDecisions 2014
  13. 13. PERSONA DEVELOPMENT  “Are you marketing to buildings or people (SiriusDecisions 2014)?”  What is their industry?  Who is the company?  Where are they located?  Who are the buyers and who are the users?  What are their goals?  What are their challenges?  How do they solve their challenges?  What is their day-in-the-life?  Who are their team members?  Where do they get their information?  What is their commute like?  What do they do for fun?  What do they like to eat?  Write, design, and create for your personas
  14. 14. GROUP DISCUSSION What keeps your audience up at night (honestly)? Not “how you want to speak to your market” but instead “these are the issues that they really have; that our sales team hears; that we see on Twitter”… Focus on each different influencer, buyer, and user. Do you know how your audience currently solve these pains? If so, how? If not, why not? What pains do you currently talk about solving for your audience (once you know their pains)? Do they care? Vitamin or medicine?
  15. 15. KEY TAKE-AWAY  Listen to your customers  Shadow prospecting calls  Go on customer visits  Create team goals to generate a culture of customer orientation  Create + use personas  Segment, segment, segment  Know who your buyers, users, and influencers in your segments are  Use personas to drive your campaign messaging framework
  16. 16. WHAT CONTENT DO I NEED?  What content do I need to fuel my go-to-market plan?  How do I make order out of the current content I have?
  17. 17. Early Stage  Little or no brand recognition – many competitors  A new problem or new solution or both Marketing Mix High quantity High quality Events Sponsorships Direct MailSEO/SEMAdvertising Surveys 3rd Party Research SeminarsWebinarsWhitepapers VIP Events OutreachOffers Credibility Trial ChampionAwareness Interest Demos Case Studies ALIGNING CONTENT AND CHANNELS TO THE BUSINESS
  18. 18. Even Distribution  Some brand recognition – a few competitors  A new solution to an existing challenge Marketing Mix High quantity High quality Events Sponsorships Direct MailSEO/SEMAdvertising Surveys 3rd Party Research SeminarsWebinarsWhitepapers VIP Events OutreachOffers Credibility Trial ChampionAwareness Interest Demos Case Studies ALIGNING CONTENT AND CHANNELS TO THE BUSINESS
  19. 19. Late Stage  Strong brand recognition – consolidated  An accepted solution Marketing Mix High quantity High quality Events Sponsorships Direct MailSEO/SEMAdvertising Surveys 3rd Party Research SeminarsWebinarsWhitepapers VIP Events OutreachOffers Credibility Trial ChampionAwareness Interest Demos Case Studies ALIGNING CONTENT AND CHANNELS TO THE BUSINESS
  20. 20. AUDIT YOUR CONTENT 0 5 10 15 20 25 30 1 2 3 4 5 AssetCount Buying Stage Demo/Video Research/Sur vey Webinar Whitepaper Product Info Case Study
  21. 21. GROUP DISCUSSION Describe the current state of your content. Do you have content now that speaks to your audiences? Based on what you‟ve heard so far, and understanding your buyers and markets, decide on which areas/facets you should be auditing your content. What gaps do you have (or have had)? How are you going to fill these gaps? Or, how have you solved these in the past?
  22. 22. KEY TAKE-AWAY  Align your content to your go-to-market and industry  Audit what you already have  Audit everything, and on all relevant criteria  Ensure or work toward having enough content for all stages of the buy cycle
  23. 23. WHAT DO YOU DO WITH YOUR CONTENT?
  24. 24. INBOUND TACTICS (FOR TODAY, JUST SOCIAL MEDIA)  You need to activate that content  Let people know it‟s there  Promote, smartly, via  LinkedIn  Twitter  Google+  Facebook  (notice the order)  Be where your customers are  Know that social networks are rented land  The goal is to get them back to your site – you own + control that
  25. 25. OUTBOUND TACTICS  Early  Content syndication / advertising  Partnering with top publications  Integrated programs to subscribers  Middle  Digital and Live events  Integrated programs of subscriber base  Late  Appointment setting  Target account acceleration tactics and programs All tactics and programs bound by messaging framework
  26. 26. ANOTHER TYPE OF AUDIT  Where do your buyers go?  Need to populate with the publisher audit
  27. 27. THEY SUBSCRIBED … NOW MAKE IT EASY
  28. 28. TAKE AN INTEGRATED APPROACH WITH CONTENT  Start with buyer persona/s  Develop content aligned to the different stages  Think about the optimal channels for disseminating that content  Have inbound, outbound, and nurturing tactics / programs all align with your core message  Your inbound, outbound, and nurturing programs will all rise MESSAGING FRAMEWORK & CONTENT STRATEGY = PERPETUAL CONTENT MARKETING INBOUND + OUTBOUND + NURTURING + QUALIFICATION
  29. 29. GROUP DISCUSSION Does all of your content go to all of your channels? Does it all work equally well at driving traffic back to your site? Where do your customers do their research? Is it different for different personas? Are some more valuable than others,per stage of the buy cycle? Do you have a good relationship with a media partner? What does it look like and how did you build it? How do you make this work all together at your organization?
  30. 30. KEY TAKE-AWAY  Don’t think of inbound and outbound separately  All tactics and programs must be bound by messaging framework and content strategy  Think big, start small. Compartmentalize it:  Quarter by quarter, month by month, week by week  ID topics, products, services  One to three times a week  Mix of creation and curation  Vary the formats  Start to build relationships with the three most impactful places to start disseminating your content  Look at the results
  31. 31. WHEN DO I CREATE CONTENT? HOW OFTEN? HOW MUCH?  Often enough, but not too often
  32. 32. WRAPPING UP  Start with understanding who you are going after  Understand what makes them tick and what they want  Understand that content that is helpful and less pitchy gets shared  Start with some value, quid pro quo (registration) for more content (conversion)  Re-purpose some existing time to focus on new content  Re-use some of what you already have  Get it in front of them in the right places, with a goal to drive them back to your site
  33. 33. QUESTIONS, COMMENTS, STORI ES  Ask us anything*  Share what you thought  Tell us one of your stories * almost anything
  34. 34. SOURCES https://en.wikipedia.org/wiki/Pitfall! http://www.siriusdecisions.com/blog/three-myths-of-the-67-percent-statistic/ http://www.siriusdecisions.com/blog/are-you-marketing-to-buildings-or-people/ http://www.leadformix.com/blog/2013/03/how-to-handle-the-bottom-of-the-funnel/ http://www.siriusdecisions.com/live/home/document.php?dA=CSRBuildingaContentStrategy http://www.jeffbullas.com/2010/07/14/10-facts-reveal-the-importance-of-ranking-high-in-google/ http://digitalsynopsis.com/tools/google-serp-design/ http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-Wins-94-of-Time http://contentmarketinginstitute.com/what-is-content-marketing/ http://www.slideshare.net/CMI/b2b-content-marketing-2014-benchmarks-budgets-trends-north-america-by- content-marketing-institute-and-marketingprofs http://www.recourseresource.com/blog/employee-engagement/its-not-youits-me/ http://www.marketingcharts.com/wp/online/what-b2b-buyers-want-to-see-on-vendor-websites- 41272/attachment/komarketinghuff-top-b2b-vendor-site-content-establishing-credibility-mar2014/ http://benstroup.com/2013/08/22/the-who-what-and-why-of-brand-journalism/ http://gapingvoid.com/2008/06/13/now-what/ http://www.brassmedia.com/wp-content/uploads/2013/09/CU-content.png http://www.slideshare.net/KevinCain1/0-to-60
  35. 35. ADDITIONAL RESOURCES http://contentmarketinginstitute.com/ http://www.copyblogger.com/archives http://moz.com/pages/search_results?q=content%20marketing http://www.marketingprofs.com/marketing/library/102/content http://www.contentrulesbook.com/ http://www.velocitypartners.co.uk/ http://contentmarketinginstitute.com/2014/03/why-we-shouldnt-drop-the- phrase-content-marketing/ (scroll down to „Schneider Electric)
  36. 36. HANDOUTS
  37. 37. WORKSHOP HANDOUTS: CREATING A CONTENT STRATEGY TO ALIGN WITH THE B2B FUNNEL Jonathan Burg @jonmburg Alan Belniak @abelniak @MassTLC #MassTLC #B2BContent
  38. 38. GROUP DISCUSSION #1 What keeps your audience up at night (honestly)? Answer “these are the issues that they really have; that our sales team hears; that we see on Twitter”… Focus on each different influencer, buyer, and user. How does your audience currently solve these pains? What pains do you currently talk about solving for your audience (once you know their pains)? Do they care?  What is their industry?  Where are they located?  Who is the company?  Who are the buyers and who are the users?  What are their goals?  What are their challenges?  How do they solve their challenges?  What is their day-in-the-life?  Who are their team members?  Where do they get their information?  What is their commute like?  What do they do for fun?  What do they like to eat?
  39. 39. WORKSHEET #1 This Pains My Customer We Have This as a Feature…. … that Translates into This as a Benefit 1. 2. 3. 4. Influencers Buyers Users 1. 2. 3. 4.
  40. 40. GROUP DISCUSSION #2 Describe the current state of your content. Do you have content now that speaks to your audiences? On which areas/facets do you think you should be auditing your content? What gaps do you have (or have had)? How are you going to fill these gaps (or, how have you solved these in the past)? What Are Your Audit Variables?
  41. 41. WORKSHEET #2A Asset/fo rmat Awareness Consideration Close List + plot your “go-to” assets A nice guide Where are you deep? Shallow?
  42. 42. WORKSHEET #2B Q1 Q2 January February March April May June Line of Business 1 Product/Serv ice 1 Product/Serv ice 2 Product/Serv ice 3 Line of Business 2 Product/Serv ice 1
  43. 43. GROUP DISCUSSION #3 Does all of your content go to all of your channels? Does it all work equally well at driving traffic back to your site? Where do your customers do research? Do you have a good relationship with a media partner? What does it look like and how did you build it? How do you integrate these efforts at your organization? Media Partner / Publication Audit Media Partner / Channel Readership Subscription size Media Channels Topics / Reputation Value per Program Weight 30% 20% 15% 25% 10%

×