How B2B publishers can use content marketing to drive audience engagement

How B2B publishers can use content marketing to drive audience engagement
Case study: How publishers use content marketing to drive business results Christoph Trappe Chief Content Engagement Director, Stamats Business Media @ctrappe @ c t r a p p e • # C M W o r l d
The history @TwitterHandle • #CMWorld
Correction: Print AND digital Print vs. digital! @ c t r a p p e • # C M W o r l d
Maximizing teams! @ c t r a p p e • # C M W o r l d
Oversimplified, but content wins when: @ c t r a p p e • # C M W o r l d It’s useful, relevant, interesting. Gets found, distributed well, etc. Business goals
Structure @ c t r a p p e • # C M W o r l d 1990s Publisher Sales Content Audience Production Publisher Sales Content Audience Production 2000s to 2010s Publisher Sales Content Publisher Sales Content B2B Operations Audience Production 2017+ Brand Brand Sales Content Audience Production
Content structure @ c t r a p p e • # C M W o r l d Editor Writer Writer Writer Editor Writer Writer Writer Writer SME Digital Strategist Strategist Strategist Events
Created personas @ c t r a p p e • # C M W o r l d
Created goals (Inspired by Ebner Verlag) @ c t r a p p e • # C M W o r l d
@ c t r a p p e • # C M W o r l d
Example @ c t r a p p e • # C M W o r l d
@ c t r a p p e • # C M W o r l d "This article exists because it's of interest to our audience, but its goal is to drive readers to take a survey. The survey results are then used to drive a project with revenue attached to it." - Valerie Dennis Craven, editor-in-chief, Buildings Media
Print and digital drive results based on channel @ c t r a p p e • # C M W o r l d
Everything is performance and goal driven @ c t r a p p e • # C M W o r l d Top performing writers: 1) Marcus 55 points 2) Emily 54 points 3) ….
Performance content culture @ c t r a p p e • # C M W o r l d 0 500 1000 1500 2000 2500 3000 50,000 plus 10,000-49,999 5,000-9,999 1,000-4,999 500-999 100-499 under 100 Article views
Christoph Trappe Chief Content Engagement Director Stamats Business Media @ctrappe Christoph.trappe@Stamats.com 319-389-9853 @ c t r a p p e • # C M W o r l d

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