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1 of 36
Content
Distribution:
Reaching the
people that
matter
B2B Marketing is changing.
Fundamentally.
9 out of 10 buyers say
when they’re ready to
buy – they’ll find you
Source: DemandGen Report
In? Out? In? Out?
Advertising
Direct mail
E-mail campaigns
Events
Telemarketing
Outbound
Search
Blogging
Tweeting
Viral videos
RSS feeds
Infographics
Inbound
Content goes
Social
Source: CMI
The justification
Source: Hubspot
Has outbound had it’s day?
Advertising
Direct mail
E-mail campaigns
Events
Telemarketing
Outbound
Search
Blogging
Tweeting
Viral videos
RSS feeds
Infographics
Inbound
+
Not yet
Source: CMI
So how can you plan your Content
Distribution Strategy to best effect?
What are their content
needs?
What formats do they
prefer?
Where do they look for
content?
How can we make them
content distributors?
YOUR AUDIENCE.
YOUR STARTING POINT.
Think Value Exchange
“Deliver consistent, ongoing
valuable information to
buyers, and they will
ultimately reward us with
their business and loyalty.”
A whole host of channel options
INBOUND
Search
Blogs
Twitter
LinkedIn
Facebook
YouTube
Vimeo
SlideShare
RSS feedsXing AppseBooks
...plus many more
The importance of Search
93% of B2B buyers use search to begin the buying process
More links pointing to
your content = better
page ranking
Always optimise your
content to reflect
keywords & phrases
Video assets 56x more
likely to be ranked on the
first page of Google than
standard text
Source: Marketo
Source: Marketing Munch
Social Media: Made for content sharing
85% of b2b buyers believe companies should
present information via social networks
Source: Cone, Inc
4 good reasons to distribute content via
Social Networks
1) To increase opportunities to see and engage
2) To promote and encourage sharing of your content –
extending your digital footprint
3) To improve your search performance
4) To influence the influencers
Find out where your audience is hanging
out online
Channel Objective Focus Desired outcome
Twitter
[Owned Media]
›Position company as thought-
leader
›Build audience engagement &
dialogue
›Show we are credible
›Keep us front-of-mind
›Share content we generate (blog /
YouTube)
›Share our news / promote events /
case studies
›Share valuable third-party content
(wider blogosphere / media)
›Increase in click throughs to blog /
YouTube / our website
›Increase in Mentions and Retweets
›Increase in followers
Blog
[Owned Media]
›Position company as thought-
leader
›Build audience engagement &
dialogue
›Help shape and guide buyer
strategies
›Provide analysis, opinion and
guidance on key issues, industry and
new developments
›Deliver a rich and engaging
experience wherever possible
›Increase in page views
›Increase in inbound & outbound
links
›Increase in comments
›Increase in sharing of our content
›Increase in search performance on
keywords
Blogosphere
[Earned Media]
›Position company as thought-
leader
›Create and participate in
conversations online
›Show we are credible
›Listening online to identify where we
should be commenting or stimulating
discussion – across established
online media and influential blogs
›Increase in share of voice online
›Increased participation in online
discussions
LinkedIn
[Owned/Earned
Media]
›Leverage professional
networks of our key execs to
open up new conversations
›Keep us front-of-mind
›Integrating blog and Twitter feeds
›Participating in the right online
groups – and stimulating discussion
›Increase in click throughs to blog /
our website
›Increased participation in online
discussions
YouTube [Owned
Media]
›Position company as thought-
leader
›Show we are credible
›Help shape and guide buyer
strategies
›Provide analysis, opinion and
guidance on key issues, industry and
technology developments
›Share our story
›Share client case studies
›Increase in channel views
›Increase in channel subscribers
›Increase in comments
Build a clear strategy for each distribution
channel
Who does it well?
Facebook: the verdict’s still out
4 reasons Facebook stinks, according to commentator
Chris Koch
 Engagement is temporary
 Conversation is banal or non-existent
 The like button is a blunt instrument
 The perception of Facebook as a consumer platform
persists
Facebook for B2B stinks:
It’s official, apparently
Source: Chris Koch
The rise of the Professional Network
51% of marketers use it
to distribute content
Source: Digital Buzz
Video sharing
75% of senior executives say they
watch work related videos on business-
related websites at least weekly
65% have visited a vendor’s website
after watching a video
Source: Forbes
Source: Google
Try it, test it, learn which channels work
for you...
Source: Hubspot
Content Curation tools
Make it easy to share
Use industry standard platforms –
YouTube, Vimeo, Slideshare, Flickr
Always include sharing buttons online
and in PDFs
But make it interesting and compelling
enough that they want to share it!
Case example:
30,000 page views
200+ blogs
Time to go mobile?
Nearly 50% of
people access the
internet through a
mobile device
1 in 4 employees
use personal
smartphones at
work
Source: BBC
Source: ITPro
Where to start?
Google Analytics – tells
you the mobile devices
and platforms being used
Make your content
mobile friendly – from
PDF to App
Get smart about your use
of mobile... Location-
based search? AR apps?
And another important channel...
Your sales force
90% of marketing
deliverables are
not used by sales
Only 7% of IT services
companies are seen by their
customers as ‘strategic
partners’
•Need to show industry
knowledge
•‘Think for me’, not just ‘do for
me’: guidance not plumbing
•Need an opinion, an angle, a
point of view, a vision of what’s
next....
Source: New Rules of Sales Enablement
Our very own content
distribution experiment
Vital Statistics for B2B Marketing
It started with a blog post...
Then we decided it could be so much
bigger...
Our objectives:
 Raise Earnest’s profile and put our agency firmly on the map
 Use the video as a potential showreel to demonstrate both our
strategic and creative prowess
 Optimise our online presence and increase our search
performance
 And optimistically, generate new business opportunities
Vital Statistics for B2B Marketing
The video... [Click to launch]
Spreading the word
 YouTube branded channel
 Twitter
 Targeted approaches to key commentators and influencers
 LinkedIn – embedding the video into our profiles
 Facebook
 PR – free online news wires
 Blog comments
Beyond all expectations...
Targets:
 1,000 video views in 6 weeks
 30% increase in Twitter
followers
 20% increase in average site
visits
 20% increase in inbound links
 2 new business opportunities
Results (6 weeks later):
 6,500 video views
 42% increase in Twitter
followers
 30% increase in average site
visits
 87% increase in inbound links
 2 new business opportunities
Plus
Over 90 mentions on Twitter,
extensive media coverage and
improvements in natural search
What we learnt...
 Video wins out over text based content any day
 CIOs do block YouTube – so distribute your videos
across a number of platforms
 Influencing the influencer amplifies your reach
 We’re still not sure about Facebook
 Joining the dots adds a whole lot of momentum to your
activity
If there are only 5 things
you remember today...
The big 5
 Never lose sight of your audience
 Inbound AND outbound
 Build your digital footprint
 Measure, make mistakes, learn, refine
 Great content will win the day!
Earnest online
Web:
www.earnest-agency.com
Twitter:
www.twitter.com/earnestagency
YouTube:
www.youtube.com/earnestagency
Facebook:
www.facebook.com/pages/Earnest-Agency/118169524864093
LinkedIn:
www.linkedin.com/companies/earnest
Thank you

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Content distribution: Reaching the people that matter

  • 2. B2B Marketing is changing. Fundamentally. 9 out of 10 buyers say when they’re ready to buy – they’ll find you Source: DemandGen Report
  • 3. In? Out? In? Out? Advertising Direct mail E-mail campaigns Events Telemarketing Outbound Search Blogging Tweeting Viral videos RSS feeds Infographics Inbound
  • 6. Has outbound had it’s day? Advertising Direct mail E-mail campaigns Events Telemarketing Outbound Search Blogging Tweeting Viral videos RSS feeds Infographics Inbound + Not yet
  • 8. So how can you plan your Content Distribution Strategy to best effect? What are their content needs? What formats do they prefer? Where do they look for content? How can we make them content distributors? YOUR AUDIENCE. YOUR STARTING POINT.
  • 9. Think Value Exchange “Deliver consistent, ongoing valuable information to buyers, and they will ultimately reward us with their business and loyalty.”
  • 10. A whole host of channel options INBOUND Search Blogs Twitter LinkedIn Facebook YouTube Vimeo SlideShare RSS feedsXing AppseBooks ...plus many more
  • 11. The importance of Search 93% of B2B buyers use search to begin the buying process More links pointing to your content = better page ranking Always optimise your content to reflect keywords & phrases Video assets 56x more likely to be ranked on the first page of Google than standard text Source: Marketo Source: Marketing Munch
  • 12. Social Media: Made for content sharing 85% of b2b buyers believe companies should present information via social networks Source: Cone, Inc
  • 13. 4 good reasons to distribute content via Social Networks 1) To increase opportunities to see and engage 2) To promote and encourage sharing of your content – extending your digital footprint 3) To improve your search performance 4) To influence the influencers
  • 14. Find out where your audience is hanging out online
  • 15. Channel Objective Focus Desired outcome Twitter [Owned Media] ›Position company as thought- leader ›Build audience engagement & dialogue ›Show we are credible ›Keep us front-of-mind ›Share content we generate (blog / YouTube) ›Share our news / promote events / case studies ›Share valuable third-party content (wider blogosphere / media) ›Increase in click throughs to blog / YouTube / our website ›Increase in Mentions and Retweets ›Increase in followers Blog [Owned Media] ›Position company as thought- leader ›Build audience engagement & dialogue ›Help shape and guide buyer strategies ›Provide analysis, opinion and guidance on key issues, industry and new developments ›Deliver a rich and engaging experience wherever possible ›Increase in page views ›Increase in inbound & outbound links ›Increase in comments ›Increase in sharing of our content ›Increase in search performance on keywords Blogosphere [Earned Media] ›Position company as thought- leader ›Create and participate in conversations online ›Show we are credible ›Listening online to identify where we should be commenting or stimulating discussion – across established online media and influential blogs ›Increase in share of voice online ›Increased participation in online discussions LinkedIn [Owned/Earned Media] ›Leverage professional networks of our key execs to open up new conversations ›Keep us front-of-mind ›Integrating blog and Twitter feeds ›Participating in the right online groups – and stimulating discussion ›Increase in click throughs to blog / our website ›Increased participation in online discussions YouTube [Owned Media] ›Position company as thought- leader ›Show we are credible ›Help shape and guide buyer strategies ›Provide analysis, opinion and guidance on key issues, industry and technology developments ›Share our story ›Share client case studies ›Increase in channel views ›Increase in channel subscribers ›Increase in comments Build a clear strategy for each distribution channel
  • 16. Who does it well?
  • 17. Facebook: the verdict’s still out 4 reasons Facebook stinks, according to commentator Chris Koch  Engagement is temporary  Conversation is banal or non-existent  The like button is a blunt instrument  The perception of Facebook as a consumer platform persists Facebook for B2B stinks: It’s official, apparently Source: Chris Koch
  • 18. The rise of the Professional Network 51% of marketers use it to distribute content Source: Digital Buzz
  • 19. Video sharing 75% of senior executives say they watch work related videos on business- related websites at least weekly 65% have visited a vendor’s website after watching a video Source: Forbes Source: Google
  • 20. Try it, test it, learn which channels work for you... Source: Hubspot
  • 22. Make it easy to share Use industry standard platforms – YouTube, Vimeo, Slideshare, Flickr Always include sharing buttons online and in PDFs But make it interesting and compelling enough that they want to share it! Case example: 30,000 page views 200+ blogs
  • 23. Time to go mobile? Nearly 50% of people access the internet through a mobile device 1 in 4 employees use personal smartphones at work Source: BBC Source: ITPro
  • 24. Where to start? Google Analytics – tells you the mobile devices and platforms being used Make your content mobile friendly – from PDF to App Get smart about your use of mobile... Location- based search? AR apps?
  • 25. And another important channel... Your sales force 90% of marketing deliverables are not used by sales Only 7% of IT services companies are seen by their customers as ‘strategic partners’ •Need to show industry knowledge •‘Think for me’, not just ‘do for me’: guidance not plumbing •Need an opinion, an angle, a point of view, a vision of what’s next.... Source: New Rules of Sales Enablement
  • 26. Our very own content distribution experiment
  • 27. Vital Statistics for B2B Marketing It started with a blog post...
  • 28. Then we decided it could be so much bigger... Our objectives:  Raise Earnest’s profile and put our agency firmly on the map  Use the video as a potential showreel to demonstrate both our strategic and creative prowess  Optimise our online presence and increase our search performance  And optimistically, generate new business opportunities
  • 29. Vital Statistics for B2B Marketing The video... [Click to launch]
  • 30. Spreading the word  YouTube branded channel  Twitter  Targeted approaches to key commentators and influencers  LinkedIn – embedding the video into our profiles  Facebook  PR – free online news wires  Blog comments
  • 31. Beyond all expectations... Targets:  1,000 video views in 6 weeks  30% increase in Twitter followers  20% increase in average site visits  20% increase in inbound links  2 new business opportunities Results (6 weeks later):  6,500 video views  42% increase in Twitter followers  30% increase in average site visits  87% increase in inbound links  2 new business opportunities Plus Over 90 mentions on Twitter, extensive media coverage and improvements in natural search
  • 32. What we learnt...  Video wins out over text based content any day  CIOs do block YouTube – so distribute your videos across a number of platforms  Influencing the influencer amplifies your reach  We’re still not sure about Facebook  Joining the dots adds a whole lot of momentum to your activity
  • 33. If there are only 5 things you remember today...
  • 34. The big 5  Never lose sight of your audience  Inbound AND outbound  Build your digital footprint  Measure, make mistakes, learn, refine  Great content will win the day!