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B2B Content Marketing: Overcoming Challenges and Avoiding Common Pitfalls

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Content marketing continues to grow in popularity and play a bigger role in B2B marketing strategies. But while adoption of content marketing is on the rise and confidence in its effectiveness is growing, B2B marketers still face ongoing challenges and common pitfalls.

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B2B Content Marketing: Overcoming Challenges and Avoiding Common Pitfalls

  1. 1. WEBINAR B2B CONTENT MARKETING: Overcoming Challenges and Avoiding Common Pitfalls #CIRCLESWEBINAR
  2. 2. INTERACT WITH US @circleSstudio #circleSwebinar B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  3. 3. PRESENTER TIM ASIMOS Vice President & Director of Digital Innovation @timasimos B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  4. 4. AGENDA 1 The Great Divide 2 Setting a Strategy 3 Overcoming the Time Issue 4 Producing Enough Content 5 Producing Content That Engages Q&A B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  5. 5. RESEARCH B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  6. 6. 1 THE GREAT DIVIDE B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  7. 7. 1 THE GREAT DIVIDE “93% of B2B marketers are using content marketing.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  8. 8. 1 THE GREAT DIVIDE “73% of B2B marketers are producing more content than they did one year ago.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  9. 9. 1 THE GREAT DIVIDE “58% of B2B marketers plan to increase their content marketing budget over the next year.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  10. 10. 1 THE GREAT DIVIDE “BUT... only 42% consider their efforts effective.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  11. 11. 1 THE GREAT DIVIDE Ongoing Challenges B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  12. 12. 1 THE GREAT DIVIDE Top Three B2B Content Marketing Challenges 69% Lack of Time 55% Producing Enough Content 47% Producing Engaging Content - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  13. 13. 1 THE GREAT DIVIDE “Only 44% of marketers have a documented content strategy.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  14. 14. 1 THE GREAT DIVIDE B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  15. 15. 2 SETTING A STRATEGY B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  16. 16. 1 THE GREAT DIVIDE Strategy is Key to Effectiveness B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  17. 17. 1 THE GREAT DIVIDE “B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66% vs. 11%)” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  18. 18. 2 SETTING A STRATEGY Define the Role of Content Marketing B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  19. 19. 2 SETTING A STRATEGY Assemble the Team B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  20. 20. 2 SETTING A STRATEGY Carve Your Niche B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  21. 21. 2 SETTING A STRATEGY Build Audience Profiles B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  22. 22. 2 SETTING A STRATEGY Persona Name ✓ Background: Industry, segment, company type, relevant information, demographics ✓ Position: Title, responsibilities, reporting structure, personal and business goals ✓ Buying Process: Role, funnel stage, key drivers ✓ Challenges: Frustrations, pain points, needs, information gaps ✓ Common Objections: What objections persona might raise about buying your service or product ✓ Media & Content Habits: Preferences, formats, media, social channels ✓ Quote: Actual quote from an interview that represents persona ✓ How You Can Help Them: How you can solve challenges, educate, address needs and help them achieve their goals B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  23. 23. 2 SETTING A STRATEGY Consider the Client Journey AWARENESS INTEREST / CONSIDERATION SATISFACTION / RETENTION UP-SELLING / CROSS-SELLING EVALUATION / SELECTION Prospect Client Evangelist B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  24. 24. 2 SETTING A STRATEGY Set Goals & Define KPIs B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  25. 25. 2 SETTING A STRATEGY Document the Strategy B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  26. 26. 3 THE TIME ISSUE B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  27. 27. 1 THE GREAT DIVIDE “69% of B2B marketers said a lack of time was one of the biggest content marketing challenges they face.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  28. 28. 3 THE TIME ISSUE Make it a Bigger Priority B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  29. 29. 3 THE TIME ISSUE Develop a Roadmap B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  30. 30. 3 THE TIME ISSUE Assign Tasks & Deadlines B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  31. 31. 3 THE TIME ISSUE Get Organized B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  32. 32. 4 PRODUCING ENOUGH CONTENT B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  33. 33. 1 THE GREAT DIVIDE “55% of B2B marketers said producing enough content was one of the biggest content marketing challenges they face.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  34. 34. 4 PRODUCING ENOUGH CONTENT Produce Evergreen Content B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  35. 35. 4 PRODUCING ENOUGH CONTENT Repurpose & Reinvent B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  36. 36. 4 PRODUCING ENOUGH CONTENT B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  37. 37. 4 PRODUCING ENOUGH CONTENT Audit & Renew B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  38. 38. 4 PRODUCING ENOUGH CONTENT Outsource Content Creation B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  39. 39. 4 PRODUCING ENOUGH CONTENT Don’t Sacrifice Quality for Quantity B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  40. 40. 5 PRODUCING CONTENT THAT ENGAGES B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  41. 41. 1 THE GREAT DIVIDE “47% of B2B marketers said producing the kind of content that engages was one of the biggest content marketing challenges they face.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  42. 42. 5 PRODUCING CONTENT THAT ENGAGES Focus on Your Audience B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  43. 43. 5 PRODUCING CONTENT THAT ENGAGES Share Don’t Sell B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  44. 44. 5 PRODUCING CONTENT THAT ENGAGES B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  45. 45. 5 PRODUCING CONTENT THAT ENGAGES B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  46. 46. 5 PRODUCING CONTENT THAT ENGAGES B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  47. 47. 5 PRODUCING CONTENT THAT ENGAGES Meet Them Where They Are AWARENESS INTEREST / CONSIDERATION SATISFACTION / RETENTION UP-SELLING / CROSS-SELLING EVALUATION / SELECTION Prospect Client Evangelist B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  48. 48. 5 PRODUCING CONTENT THAT ENGAGES Benefits of using design-­‐assist in healthcare construc4on B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  49. 49. 5 PRODUCING CONTENT THAT ENGAGES AWARENESS INTEREST / CONSIDERATION EVALUATION / SELECTION Blog Posts Whitepapers eBooks Guides Checklists How-to-Videos Blog Posts Webinars Case Studies Nuture Emails Assement Spec Sheets Consultation Demos Estimates Proposals Special Offers Trials B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  50. 50. 5 PRODUCING CONTENT THAT ENGAGES Make Copy & Design Outstanding B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  51. 51. IT’S A MARATHON, NOT A SPRINT
  52. 52. #CIRCLESWEBINAR LEARN MORE FREE eBOOK DOWNLOAD An Introductory Guide to Content Marketing Learn the basics of attracting prospects, converting leads and engaging customers using content. www.circlesstudio.com/ebook
  53. 53. LET’S CONNECT #CIRCLESWEBINAR TIM ASIMOS @TimAsimos linkedin.com/in/TimAsimos CIRCLE S STUDIO @circleSstudio linkedin.com/company/circle-s-studio /circleSstudio circleSstudio.com/blog circleSstudio.com

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