Blogging as part of your content marketing strategy

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Presentation giving at a B2B Marketing Seminar in London, April 2010. Shares my thoughts and experiences in blogging/social media/content marketing in the world of B2B.

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Blogging as part of your content marketing strategy

  1. 1. Blogging as part of your content marketing strategy.<br />John Watton, CMO, ShipServ<br />28 April, 2010<br />
  2. 2. I will cover…<br />A bit about ShipServ<br />What we did<br />Why we did it<br />How we did it<br />5 Lessons Learned<br />
  3. 3. A bit about ShipServ<br />E-marketplace. $1.5bn in GMV per annum<br />Connect buyers & sellers of commercial ship supplies<br />Flexible monetisation model<br />Some Freemium elements<br />Buyer Subscriptions<br />Seller listings and advertisements<br />Go-to-market approach<br />Regional direct sales (10+)<br />Philippines-based telesales team (50+)<br />
  4. 4. The challenge<br />Micro-multinational (160 employees in 6 locations)<br />Serve a global, fragmented business community.<br />Risk averse, conservative audience<br /><ul><li>No competition = have to educate the industry = nurture
  5. 5. Need to move from broadcast to conversation
  6. 6. Shift of features from software to users</li></li></ul><li>What's your view of Social Media and its role in the shipping business?<br />Source: ShipServ e-commerce survey, April 2010<br />
  7. 7. Content marketing defined<br /> Content marketing is turning your insight and advice into campaigns that change people’s minds and incite action<br />
  8. 8. My goal<br />FROM<br />Impersonal<br />Shout<br />Sell<br />Persuade<br />Instruct<br />Product Vendor<br />Promote<br />TO<br /><ul><li>Personality
  9. 9. Listen
  10. 10. Nurture
  11. 11. Participate
  12. 12. Inspire
  13. 13. Trusted service
  14. 14. Entertain</li></ul>From “We USE ShipServ” to “We’re MEMBERS OF ShipServ”<br />
  15. 15. Creating the right content<br />Has to pass a higher bar than ever before<br />What passes that test? <br />Information that a buyer believes will<br />Save a fortune<br />Make a fortune<br />Keep him in his job<br />Keep him out of jail<br />
  16. 16. Our content marketing plan v1.0<br />Content and micro-content around calendared themes<br />Promote and distribute the content through low cost online media – especially social media like LinkedIn and feeding the Twitter account with blog posts, social releases, etc.<br />SEO keyword planning and site and landing page optimization<br />Creating a LinkedIn Group as a community hub and encouraging membership<br />Exploitation of five other maritime groups on LinkedIn (who together have over 11,000 members)<br />Viral videos to lighten the conversation<br />Marketo lead nurturing and lead scoring to track visitor behaviour and create sales-ready leads <br />
  17. 17. Our content marketing plan v2.0<br />Started with big themes & campaigns<br />PLUS quickly incorporated<br />Short company news & updates<br />Pimping our own content<br />“Bigging up” customers, partners, etc <br />“Come and meet us”<br />“Hey we’re people just like you”<br />
  18. 18. Before<br />
  19. 19. After<br />
  20. 20. Publish once & keep our own “dial tone”<br />RSS<br />twitter<br />web<br />facebook<br />Linkedin<br />
  21. 21. Take the pain out of newsletters<br />
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  28. 28. “Splash and drip” – using blogs in lead nurturing<br />Newsletter<br />eBook<br />Blog<br />……Tip #2………#3……...#4…...…#5…...…#6…..…#7….…#8..…..<br />Tip #1<br />Tip #9<br />12 month campaign<br />April 09<br />May 09<br />March 09<br />Promotion & download<br />Lead nurturing<br />Lead scoring<br />Sales intelligence<br />
  29. 29.
  30. 30. Guidelines?<br />socialmediagovernance.com/MSFT_Social_Media_Policy.pdf<br />
  31. 31. Getting help<br />A good agency can help keep a blog on track -- but expect the core stuff to be from your core team (we do)<br />Journalist freelancer can be good.  After all it's a journalistic medium... <br />
  32. 32. The benefits<br />Thought leadership – the core of our TL program<br />Speed – to respond to timely stuff<br />Informality – lets us relax our voice<br />Engagement – elicits comment & feedback<br />Distance – ability to get a bit of separation from the corporate storyline<br />Connectedness – ease of linking to (and co-opting) anything on the web<br />Social Media fodder – something to tweet or link to from LinkedIn, etc<br />SEO mojo<br />
  33. 33. 3,321 people have read our blog in the 12 months up to April 2010<br />READERS<br />Weeks<br />
  34. 34. 5 Lessons Learned<br />
  35. 35. 1. People are people<br />
  36. 36. 2. Go micro<br />
  37. 37. 3. Get into a routine<br />
  38. 38. 4. Re-pimp your content<br />
  39. 39. 5. Be authentic<br />
  40. 40. Thank You<br />jwatton@shipserv.com / @jwatton<br />

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