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Content Marketing for B2B Data Driven Customer Focused Ideas

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Presentation from Technology for Marketing Show 2018

Published in: Marketing
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Content Marketing for B2B Data Driven Customer Focused Ideas

  1. 1. CONTENT MARKETING FOR B2B: DATA-DRIVEN IDEAS.
  2. 2. SO WE NEED TO FOCUS ON… CARLA NADIN MARKETING MANAGER ACTION SEALTITE. HANNAH THORPE HEAD OF SEO STRATEGY FOUND. WHO WE ARE.
  3. 3. THE ACTION SEALTITE BRAND. B2B BUSINESS; HOSES & COUPLINGS.
  4. 4. THE ACTION SEALTITE BRAND. • 30 YEAR OLD BUSINESS. • FAMILY BUSINESS AT ITS INCEPTION. • DEMOGRAPHIC TYPICALLY 50YRS OLD MALE. • TRADITIONALLY NOT DIGITAL SAVVY AUDIENCE.
  5. 5. THE ACTION SEALTITE BRAND. • ECOMMERCE CHANNEL 3 - 4YRS. • DIGITAL SEES SHIFT IN MARKET PLACE. • CHANGING DEMOGRAPHIC. • TACTICS NEEDED TO EVOLVE.
  6. 6. SETTING OBJECTIVES.
  7. 7. THE PROCESS OF A SUCCESSFUL CAMPAIGN. SET OBJECTIVES RESEARCH LAUNCH UNDERTSAND THE CHALLENGES COMBINE DATA WITH CREATIVITY MEASURE AND REPEAT
  8. 8. SETTING OBJECTIVES. • WHERE ARE WE NOW? • WHERE DO WE WANT TO BE? • HOW ARE WE GOING TO GET THERE? • HOW DO WE KNOW WHEN WE HAVE ARRIVED?
  9. 9. ALIGNING BUSINESS GOALS AND OBJECTIVES. STRATEGYOBJECTIVES TACTICS BUSINESS GOALS
  10. 10. SO WE NEED TO FOCUS ON… RANK. TRAFFIC.VALUE. REVENUE. SET TANGIBLE GOALS.
  11. 11. UNDERSTAND CHALLENGES.
  12. 12. CREATING EXCITING CONTENT IN A DULL INDUSTRY. • SECTOR HAS LOW DIGITAL PROMINENCE. • NICHE TOPICS CREATES LIMITED SCOPE. • TARGET AUDIENCE NOT PROACTIVELY SEEKING CONTENT. • LIMITED PUBLICATIONS TO GAIN COVERAGE.
  13. 13. INTERNAL OBJECTIONS TO CONTENT. WHAT IF IT DOESN’T WORK? WE’RE SELLING TO BUSINESSES, THEY’RE TOO BUSY FOR CONTENT WE DON’T HAVE TIME WHEN THERE’S MORE IMPORTANT WORK? OUR MARKET SIZE IS TOO SMALL TRADITIONAL MARKETING & CALLING CUSTOMERS WORKS FINE
  14. 14. ENSURE STAKEHOLDER GOALS ALIGN. • SHARING VITAL INFORMATION ACROSS THE COMPANY. • CAPACITY WITHIN SMALL TEAM AT ACTION. • PROJECT MANAGEMENT ACROSS THREE PARTIES.
  15. 15. SO WHY DID WE BOTHER?
  16. 16. DIGITAL CONTENT HAS SO MANY ADVANTAGES. • MEASURABLE. • DATA-DRIVEN RESEARCH. • WIDER REACH AT A LOWER COST.
  17. 17. RESEARCH.
  18. 18. COMBINING DATA POINTS. • INTERNAL DATA. • PERFORMANCE DATA. • KEYWORD RESEARCH. • COMPETITOR RESEARCH. • Q&A MINING.
  19. 19. WHAT WE ARE GOING TO COVER. ZENDESK DATA. OTHER DEPARTMENTS. INTERNAL DATA FOR CUSTOMER FOCUS. CUSTOMER SUPPORT TEAM.
  20. 20. EXISTING CONTENT PERFORMANCE. PAGE PAGE VIEWS /news/how-to-tell-if-a-valve-is-open-or-closed 8,891 /information-centre/t6-heat-treatment/t6-heat-treatment 2,715 /information-centre 1,817 /news/how-to-measure-ibc-container-fittings 1,314 /news/2018/February/six-fittings-for-an-ibc-tank 400 /information-centre/ibc-fittings/ibc-connectivity 329 /information-centre/our-complete-product-catalogue/full-product-catalogue 300 /information-centre/camlocks-fittings/camlock-gasket-seals 199 /news/11-critical-reasons-why-you-should-use-safety 186 /information-centre/camlocks-fittings/snaplock-camlocks-parts 185
  21. 21. SEARCH VOLUME. KEYWORD KEYWORD TYPE AVG. MONTHLY SEARCHES Powerflex Stocked Brand 2,900 TST Stocked Brand 2,400 Alco Stocked Brand 1,600 Camlock Camlock Fittings 1,600 Power Flex Stocked Brand 260 Tri Clamp Hygienic Fittings 260 Hydraulic Hose Fittings Hose & Assemblies 140
  22. 22. WHAT WE ARE GOING TO COVER. IDENTIFY TOP- PERFORMING CONTENT. IDENTIFY CONTENT FORMATS. KEYWORD ANALYSIS. COMPETITOR RESEARCH.
  23. 23. Q&A SCRAPING. • WHAT ARE THEY INTERESTED IN? • WHAT ARE THEY SEARCHING FOR? • WHERE ARE THEY SEARCHING FOR IT?
  24. 24. ANSWER BOX ANALYSIS. • UNDERSTAND LONGTAIL SEARCHES. • DEVELOP LANDING PAGES. • ASSESS WHY THEY RANK.
  25. 25. LOOK FOR SECOND PLACE EXCLUDE THE ANSWER BOX DOMAIN TO SEE IF THERE’S A HIGH COMPETITION FOR THAT TYPE OF RESULT.
  26. 26. SITE SEARCH. • SITE:QUORA.COM “CAMLOCK” • EXPORT WITH DATAMINER. • TAG & SEE TRENDS.
  27. 27. ANSWER THE PUBLIC. • SEE WHAT QUESTIONS PEOPLE ARE SEARCHING FOR • IDENTIFY RELATED SEARCHES
  28. 28. COMBINE DATA AND CREATIVITY.
  29. 29. START WITH WHY. START EVERY MEETING BY RE- AGREEING WHY CONTENT AND WHY DIGITAL. REAFFIRMING BUY-IN FROM EVERYONE IN THE ROOM.
  30. 30. SETTING A CLEAR AGENDA. • WHY • DATA EXPLANATION • CORE FINDINGS • INITIAL IDEAS TO DEVELOP • AGREE A PLAN OF ACTION TO PROGRESS
  31. 31. BUILD AN AUDIENCE PERSONA. I’m Jim, 35 years old and currently work in logistics; one of my goals is reducing waste in our production process so I need the best solution on the market to prevent leaks. RELATE EVERYTHING BACK TO YOUR AUDIENCE, UNDERSTAND THEIR: • AIMS • TASKS • INFLUENCES • PAIN POINTS • FEELINGS
  32. 32. LAUNCH.
  33. 33. THE FINAL CONTENT PIECE.
  34. 34. WHAT WE ARE GOING TO COVER. DOMAIN AUTHORITY. TRUST FLOW SCORE. CITATION FLOW SCORE. RELEVANCY TO BRAND. OUTREACH CRITERIA.
  35. 35. MEASURE AND REPORT.
  36. 36. MEASURE & REFINE. • HOW DO WE KNOW WE HAVE ARRIVED? • WE SET SMART OBJECTIVES THAT WERE MEASURABLE AND PROVIDED OUR CAMPAIGN WITH KPIS • ‘EVERGREEN CONTENT’ - ONE MONTH, THREE MONTH & SIX MONTH REVIEW • HAVE WE UNCOVERED OPPORTUNITIES TO DEVELOP THIS FURTHER FOR NEW MARKETS/AUDIENCES? • ARE THERE MORE PRODUCTS TO ADD? • CUSTOMER FEEDBACK
  37. 37. WHAT WOULD WE DO DIFFERENTLY? • PROJECT MANGEMENT - TIMESCALES. • THIS CAN BE FED BACK INTO THE CAMPAIGN AS IT IS FURTHER DEVELOPED. • ASL INTERNAL CHALLENGES WITH RESOURCE MEANT THAT SIGN-OFF WAS SLOWER THAN IT COULD HAVE BEEN AT EACH STEP. • DIFFERENT EXPERTS WITHIN THE INTERNAL TEAMS HAD DIFFERENT IDEAS OF WHAT SHOULD HAVE BEEN INCLUDED – CONFLICT • KICKING OFF WITH DEVELOPERS SOONER REF LANDING PAGE
  38. 38. KEY TAKEAWAYS.
  39. 39. KEY TAKEAWAYS. • SET MEASURABLE OBJECTIVES IN LINE WITH BUSINESS GOALS. • CHOOSE THE RIGHT CAMPAIGN & TACTICS BASED ON DATA, CURRENT SITUATION & GOALS. • MAKE USE OF ALL MARKETING INTELLIGENCE (NOT JUST APPS, TOOLS & TOYS). • COLLABORATE. • PROVIDE VALUE FOR CUSTOMERS BASED ON DATA - DON’T SECOND GUESS THEIR NEEDS. • MEASURE, REVIEW, REFINE.
  40. 40. THANK YOU FOR LISTENING.

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