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Content And The Future Of B2B Marketing

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The commercial web is just 30 years old. Social just turned 12. And the mobile web is even younger. In a relatively short period of time, these technologies have drastically changed our world. As consumers, brands and marketers, we create, consume and share massive amounts of information. How does a B2B brand compete with all the noise and reach your target customers with relevant and timely information?

In this presentation, Michael will provide a roadmap and examples of how brands need to reach buyers with stories that help and entertain them at the individual level. You will learn how to create content that people actually want to read and share. And how to turn that engagement into real buyers you can count and real revenue for your business.

Published in: Marketing
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Content And The Future Of B2B Marketing

  1. Michael Brenner NewsCred – Head of Strategy B2B Marketing Insider @BrennerMichael CONTENT AND THE FUTURE OF B2B MARKETING
  2. JUST 3 THINGS THE WORLD HAS CHANGED. MOST CONTENT STINKS. ATTRACT PEOPLE THROUGH STORIES THEY LOVE. @BrennerMichael
  3. THE FIRST TV AD - 1941 @BrennerMichael
  4. @BrennerMichael CAMEL AD - 1950
  5. Content Marketing is all the marketing that’s left! Seth Godin, 2008 ” “
  6. @BrennerMichael APPLE “1984”
  7. P&G “Thank You Mom” - 2014
  8. Me, 20 pounds years ago @BrennerMichael
  9. Today we are all connected @BrennerMichael
  10. @BrennerMichael
  11. 4.75 billion PIECE OF CONTENT ARE SHARED 1.8 billion PHOTOS ARE UPLOADED AND SHARED 500 million TWEETS ARE POSTED 700 million SNAPCHATS ARE SENT THOUSANDS OF MARKETING MESSAGES @BrennerMichael
  12. WHAT IS GOING ON? @BrennerMichael
  13. WE TUNE OUT THE NOISE. @BrennerMichael
  14. Less likely to click on a banner than… @BrennerMichael
  15. @BrennerMichael
  16. 60-70% OF MARKETING CONTENT GOES COMPLETELY UNUSED @BrennerMichael
  17. @BrennerMichael
  18. BEHIND EVERY PIECE OF BAD CONTENT IS AN EXECUTIVE WHO ASKED FOR IT. TWEET THIS! @BrennerMichael
  19. 73% OF PEOPLE SURVEYED WOULDN’T CARE IF THE BRANDS THEY USE DISAPPEARED FROM THEIR LIFE. @BrennerMichael
  20. Content today must compete with pictures of babies and kittens.
  21. OF MILLENNIALS SAID THAT A COMPELLING ADVERTISEMENT WOULD MAKE THEM TRUST A BRAND MORE. 1% @BrennerMichael
  22. @BrennerMichael
  23. BEHIND EVERY TWEET, SHARE, AND PURCHASE IS A PERSON, LIKE YOU AND ME. @BrennerMichael
  24. @BrennerMichael
  25. “THE BUYER JOURNEY IS NOTHING MORE THAN A SERIES OF QUESTIONS THAT MUST BE ANSWERED. ”
  26. REACH AND ENGAGE THE RIGHT PEOPLE EARLY-STAGE SEARCHES MIDDLE-STAGE BRAND SEARCHES SEARCH/SOCIALVOLUME WHAT IS CONTENT MARKETING? (10-3000 X) HOW TO BE EFFECTIVE WITH CONTENT MARKETING? (2-10 X) WHO IS THE BEST CONTENT MARKETING PROVIDER? @BrennerMichael
  27. AWARENESS CONSIDERATION PREFERENCE ONLINE COMMUNITIES SEARCH ENGINES EBOOKS EMAIL NEWSLETTERS EDITORIAL ARTICLES WHITE PAPERS PODCASTS CASE STUDIES ONLINE VIDEOS WEBCASTS VIRTUAL TRADE SHOWS PRODUCT LITERATURE TRIAL SOFTWARE ONLINE VENDOR DEMOS Begin decision process Make decision Identify business problem Establish requirements/ build RFP Align IT with business objectives Explore technology options Research solutions Determine solution strategy Assess ROI Research products/ vendors Build short list @BrennerMichael
  28. “TAKE YOUR BRAND OUT OF THE STORY. . . . . .MAKE YOUR CUSTOMERS THE HERO.” ANN HANDLEY BUSINESS INSTINCT CONTENT MARKETING WHAT BUSINESSES PRODUCE WHAT CUSTOMERS WANT CHARITYEMPATHY @BrennerMichael
  29. “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” Content Marketing Institute • Not advertising or PR • It is continuous, not campaign-based • Customer, not brand-focused • Owned media = An Asset for your business with LTV and ROI CONTENT MARKETING DEFINED @BrennerMichael
  30. PUBLISH ON YOUR OWN CONTENT HUB. @BrennerMichael “DON’T BUILD YOUR HOUSE ON RENTED LAND. ”
  31. @BrennerMichael
  32. THE PROMISE OF CONTENT MARKETING: @BrennerMichael TO EARN YOUR AUDIENCE VERSUS BUYING IT!
  33. “WE NEED TO STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN AND BE WHAT PEOPLE ARE INTERESTED IN. CRAIG DAVIS” @BrennerMichael
  34. HOW BRANDS CAN BECOME CONSUMED WITH THEIR STORY, NOT THEIR CUSTOMERS. UNIQUE POINT OF VIEW TRAP @BrennerMichael
  35. @BrennerMichael
  36. IF YOU GIVE A GOOD IDEA TO A MEDIOCRE TEAM, THEY WILL SCREW IT UP. IF YOU GIVE A MEDIOCRE IDEA TO A BRILLIANT TEAM, THEY WILL EITHER FIX IT OR THROW IT AWAY AND COME UP WITH SOMETHING BETTER. ” “ @BrennerMichael
  37. @BrennerMichael
  38. BRANDS NEED TO TAKE THE PHRASE ‘ACTING LIKE A PUBLISHER’ LITERALLY. ” “ Dietrich Mateschitz Founder + CEO, Red Bull @BrennerMichael
  39. Old way Brand-led Ad campaigns Demographics New way CUSTOMER-DRIVEN CONTINUOUS CONTENT PEOPLE B2B MARKETERS ARE TAKING A NEW APPROACH. @BrennerMichael
  40. THE FUTURE OF CONTENT MARKETING IS INFORMATIVE @BrennerMichael
  41. @BrennerMichael
  42. @BrennerMichael CLUSTER BRAND? TOTAL MONTHLY SEARCHES (EST.) Analytics Brand 458 3000x Analytics Non-Brand 1,520,761 Cloud Brand 398 1000x Cloud Non-Brand 578,460 Data Brand 28,884 17x Data Non-Brand 470,967 Mobility Brand 12,488 28x Mobility Non-Brand 345,598 BI Brand 532,486 -2x BI Non-Brand 277,156 CRM/Sales Brand 156,028 40x CRM/Sales Non-Brand 6,313,329 ERP Brand 777,092 -2x ERP Non-Brand 324,595 HCM Brand 55,536 7x HCM Non-Brand 379,954 Accounting. Finance Brand 30,497 24x Accounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 13x TOTAL Non-Brand 13,616,715
  43. Were any of these “early-stage” prospects finding us?
  44. Business Innovation (launched March 27, 2012) A“Content Hub” to earn traffic instead of buying it To help business pros see how technology drives innovation. To reach and convert leads we would have never seen!http://blogs.sap.com/innovation
  45. THE FUTURE OF CONTENT MARKETING IS PROVEN ROI @BrennerMichael
  46. CONTENT MARKETING ROI IS 4X OUR TRADITIONAL MARKETING SPEND. ” “ Julie Fleischer Sr. Director, Kraft Foods @BrennerMichael
  47. WE SHIFTED INVESTMENT FROM ADVERTISING TO CONTENT MARKETING SO WE COULD SHOUT LOUDER THAN WE SPEND. Beth Comstock CMO, GE ” “ @BrennerMichael
  48. CapGemini Content-Loop.com • Licensed content on Linked Sponsored updates • Drives to branded Content Loop • Offers to deeper content • Recommendations to connect with experts Results: ~1M visitors / year + 3K new LinkedIn followers / week + High Quality Leads + Sales / ROI
  49. AMEX OpenForum Mission: Help Small Businesses Do More Business. Approach: Publish every day, influencers and community. Outcome: The largest source of inbound leads.
  50. THE FUTURE OF CONTENT MARKETING IS VISUAL @BrennerMichael
  51. @BrennerMichael
  52. THE FUTURE OF CONTENT MARKETING IS FUN @BrennerMichael
  53. @BrennerMichael
  54. @BrennerMichael
  55. @BrennerMichael
  56. THE FUTURE OF CONTENT MARKETING IS FUNNY @BrennerMichael
  57. @BrennerMichael
  58. @BrennerMichael
  59. Woo Woo? How Is Your Marketing Performing?
  60. THE FUTURE OF CONTENT MARKETING IS ENTERTAINING @BrennerMichael
  61. EXAMPLES OF BRAND ENTERTAINMENT @BrennerMichael
  62. @BrennerMichael 20 AMAZING EXAMPLES OF BRAND CONTENT MARKETING HUBS
  63. “We Try To Win The Internet Everyday” Bryan Rhoades ~ Head of Content, Intel
  64. HOW TO RANK FOR SEO? VOLUME Number of posts on the topic VALUE The best answer on the internet VARIETY Text, images, video, slides @BrennerMichael
  65. Content Atomization Starts With An Idea
  66. • Turn Exec Presentations Into Slideshare • Summarise the best parts of [bad?] videos • Email experts • Profile customers • Ask influencers • Create “What is, Why You Should, and How To,” “8 Steps To Success In . . .” [Topic] • What [Hot Topic] Means for [Your Issue]: • “What the Scottish Referendum Can Teach Us About Risk” My Favorite Content Hacks
  67. 3 Tips For Killer B2B Content: 1. Stop Promoting. Create for real people. 2. Be the best answer on the internet. 3. Act like a human. Maybe even funny.
  68. Your audience wants stories. Willyou give it to them? @BrennerMichael

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