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How to generate demand using content

#DMS2015 Presentation by Chris Field at the Digital Marketing Show

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How to generate demand using content

  1. 1. Fast Forward the Conversation From Concept to Conversation Generating lead engagement through B2B content marketing Chris Field Managing Director, Fieldworks Twitter: @ChrisFieldFW Twitter: @fieldworks
  2. 2. B2B content marketing INTRODUCTION 95% of B2B enterprise marketers use content marketing 76% of marketers increased their content marketing investment in 2015 Sources: Content Marketing Institute/Curata
  3. 3. B2B content marketing LET’S REWRITE THOSE STATEMENTS • Why am I in business? • In what ways do I make things better for my clients (and the planet)? • What do I think about my clients’ market and its challenges? • What do I think is around the corner? • Who am I friends with? • Where do I live?
  4. 4. Traditional marketing talks AT people Content marketing talks WITH them “Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it.” B2B content marketing WHERE DOES A GREAT CAMPAIGN START? Traditional marketing talks AT people Content marketing talks WITH them
  5. 5. B2B content marketing THE PRINCIPLES FOR GREAT CONTENT Challenging Relevant Informative Personality Editorial Consistent Shareable Market-leading
  6. 6. B2B content marketing GET CREATIVE!
  7. 7. B2B content marketing WHO AM I DELIVERING MY MESSAGE TO? • 92% of B2B marketers segment their target market • 53% by product service/category • 40% by buyer persona • 35% by vertical • 32% by stage in buying cycle • 28% by pain point Source: B2B Barometer
  8. 8. B2B content marketing PERSONA SEGMENTS Persona Finance Director Chief Marketing Office Responsibilities Challenges Engagement • Provide advice/guidance on financial strategy • Develop/control company operating budget • Ensure company meets financial/legal obligations • Implement systems to ensure company financial targets are met • Unpredictable market/customer activity • Efficiency of business processes • Saving money – where can more be done for less • Structural organisation for profitability • Numbers not a words man – doesn’t have time to read long form content unless really interested • Responds well to infographics • Represent and respond to the voice of the market • Be the brand steward/champion the customer experience • Reach more people – and get a response • Strengthen value of current customer relationships • Expand customer base • Ensure activities deliver ROI • Use data to drive more effective campaigns • Reach customers in new ways • Huge appetite for best practice documents; wants to experiment with new technologies and solutions • Receives a lot of marketing emails, so will only engage with a catchy subject line
  9. 9. B2B content marketing EXAMPLE: MANHATTAN ASSOCIATES
  10. 10. B2B content marketing WHERE DOES CONTENT MARKETING FIT INTO THE SALES CYCLE? Initial engagement Top of the funnel Middle of the funnel Bottom of the funnel Blog posts, social media, web pages, infographics, email marketing Guides, editorial features, email marketing, short videos Whitepapers, webinars, case studies, longer videos Product demonstrations, quotes, consultations Retaining customers/growing value Regular content programme encompassing all of the above
  11. 11. B2B content marketing EXAMPLE: SAP
  12. 12. Successful lead generation GOLDEN RULE Collaborate with your sales team!
  13. 13. Fast Forward the Conversation THANK YOU! ANY QUESTIONS? Chris Field, Director Twitter: @ChrisFieldFW Twitter: @fieldworks