B2B Content Marketing

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A presentation I gave at a European conference in Friedrichshafen in Sep 2009. The aim was to explain to delegates about the power of content marketing to B2B brands, and to explain some of the practical difficulties an agency faces in providing that as a service.

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B2B Content Marketing

  1. 1. sepTeMber 2009 Content marketing for b2b Why it works, how you can make it work, and the two issues most likely to stop it working... John Bottom, Base One Friedrichshafen, Germany, Sep 2009 base one group ©2009
  2. 2. Two sides of social media: direct (product) influence (issues) base one group ©2009
  3. 3. Content marketing The changing face of publishing What it means to B2B markets Influence and control How does an agency offer content marketing? Problems & solutions base one group ©2009
  4. 4. base one group ©2009
  5. 5. The traditional publishing model • Money • Machinery • Mass economies base one group ©2009
  6. 6. new The traditional publishing model new base one group ©2009
  7. 7. new The traditional publishing model new • Ideas base one group ©2009
  8. 8. new The traditional publishing model new • Ideas • Popularity base one group ©2009
  9. 9. new The traditional publishing model new • Ideas • Popularity • Individuals base one group ©2009
  10. 10. Welcome to the Buyersphere base one group ©2009
  11. 11. How it was in 1999 base one group ©2009
  12. 12. How it is in 2009 base one group ©2009
  13. 13. Welcome to the Buyersphere base one group ©2009
  14. 14. The Information Superhighway Designed by the few for use by the many. Fixed, pre-determined. Extension of previous thinking. base one group ©2009
  15. 15. The Social Media Stream Designed by the many. Flexible, ever-changing. New thinking. base one group ©2009
  16. 16. Scale How influential, how big is the Buyersphere? How powerful is social media? base one group ©2009
  17. 17. Pew Report: "27% of bloggers are motivated by the idea of influencing other people's opinions" 22.5m "influencing" bloggers in 2008 Add "influencing" users of other social networks... Add mobile content producers... ...Wiki contributors...commenters...reviewers... ...and, of course, Twitterers base one group ©2009
  18. 18. Welcome to Content Nation. base one group ©2009
  19. 19. Great. But how can B2B brands harness this influence? base one group ©2009
  20. 20. Content is produced by organisations with the established editorial and logistical resources to distribute it. Companies advertise alongside it to establish links between that content, the target audience and the brand. base one group ©2009
  21. 21. Content is the brand. base one group ©2009
  22. 22. Thought leadership "Leveraging your natural expertise to provide valuable insight on the issues that your target market care about" base one group ©2009
  23. 23. Thought leadership "Leveraging your natural expertise to provide valuable insight on the issues that your target market care about" base one group ©2009
  24. 24. Thought leadership "Leveraging your natural expertise to provide valuable insight on the issues that your target market care about" base one group ©2009
  25. 25. Thought leadership "Leveraging your natural expertise to provide valuable insight on the issues that your target market care about" base one group ©2009
  26. 26. Thought leadership Product base one group ©2009
  27. 27. Where does your content come from? Articles from in-house experts Interview customers Commission research Aggregate information Create how-to guide Comment on Online feedback survey Review other Relate important news content (be honest) (and give your opinion) base one group ©2009
  28. 28. What form does your content take? Your own Presentations Images on blog on Slideshare Flickr etc Podcasts/ Facebook/Hyves/Hi5/ vodcasts Other Bebo/Habbo/Orkut etc blogs Videos on YouTube, Vimeo, Discussions on Twitter VideoJug LinkedIn Bookmarking sites: Digg, Reddit, Specialist industry Delicious etc forums base one group ©2009
  29. 29. ...but what's in it for you? base one group ©2009
  30. 30. What do you get out of thought leadership? Earn respect: add value to your offering base one group ©2009
  31. 31. What do you get out of thought leadership? Earn respect: add value to your offering Generate leads; build your database base one group ©2009
  32. 32. What do you get out of thought leadership? Earn respect: add value to your offering Generate leads; build your database Progress the sales cycle base one group ©2009
  33. 33. What do you get out of thought leadership? Earn respect: add value to your offering Generate leads; build your database Progress the sales cycle Give sales a reason to engage base one group ©2009
  34. 34. What do you get out of thought leadership? Earn respect: add value to your offering Generate leads; build your database Progress the sales cycle Give sales a reason to engage Boost your SEO performance base one group ©2009
  35. 35. How should agencies approach content marketing? base one group ©2009
  36. 36. The 3 'must-haves' for successful content marketing • Something to say (expertise) • Somewhere to say it (technology/planning) • Someone to help (time/skills) base one group ©2009
  37. 37. The Base One approach CLIENT EXPERTISE CONTENT PRODUCTION TECH/PLANNING base one group ©2009
  38. 38. The Base One approach CLIENT EXPERTISE CONTENT PRODUCTION TECH/PLANNING base one group ©2009
  39. 39. The Base One approach CLIENT EXPERTISE CONTENT PRODUCTION TECH/PLANNING base one group ©2009
  40. 40. The Base One approach CLIENT EXPERTISE CONTENT PRODUCTION TECH/PLANNING base one group ©2009
  41. 41. Obstacles base one group ©2009
  42. 42. Obstacles • Identity crisis base one group ©2009
  43. 43. Obstacles • Identity crisis • Lack of expertise base one group ©2009
  44. 44. Social media = individual identity ...but what if you are doing it for the client? 1) Use real client name 2) Use your own name 2) Create user name base one group ©2009
  45. 45. 1) Use real client name • ghostwriting with involvement • needs participation from client • significant investment in time • ego trip • best in long run but very difficult to maintain base one group ©2009
  46. 46. 2) Use your own name • you represent the client • serious learning curve • admin easier base one group ©2009
  47. 47. 3) Create user name • an alias to represent the brand • writes as an individual, or collective • allows third-party involvement • allows the brand name to be mentioned • eg: powwownow_green • admin needs to be carefully managed base one group ©2009
  48. 48. How expert are you? base one group ©2009
  49. 49. Complex market Simple market base one group ©2009
  50. 50. Complex market Simple market Distinctive brand Me too brand base one group ©2009
  51. 51. Complex market Simple market Distinctive brand Me too brand Access to experts No expertise base one group ©2009
  52. 52. Complex market Simple market Distinctive brand Me too brand Access to experts No expertise Quality Quantity base one group ©2009
  53. 53. Complex market Simple market Distinctive brand Me too brand Access to experts No expertise Quality Quantity Recommendation Ubiquity base one group ©2009
  54. 54. Thought Presence leadership marketing Complex market Simple market Distinctive brand Me too brand Access to experts No expertise Quality Quantity Recommendation Ubiquity base one group ©2009
  55. 55. Thought Presence leadership marketing base one group ©2009
  56. 56. Thought Presence Traditional leadership marketing advertising base one group ©2009
  57. 57. Thought Presence Traditional leadership marketing advertising You create You create and Someone else original content aggregate content creates the to represent which is linked to content. Your your brand your brand brand uses the traffic. base one group ©2009
  58. 58. Thought Presence Traditional leadership marketing advertising You create You create and Someone else original content aggregate content creates the to represent which is linked to content. Your your brand your brand brand uses the traffic. SOCIAL MEDIA TRADITIONAL MEDIA base one group ©2009
  59. 59. Content marketing summarised... • Marketers are no longer in control • Buyers are social; brands need to socialise • Give people what they want • Enormous potential – for winning and losing • When are you going to start? base one group ©2009
  60. 60. base one group ©2009

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