Creating a content strategy that connects with your Try ourin10 field customers, positions you as the experts your and gets found and shared is called inbound to easy steps marketing. gettingYou probably inbound leads. INTRODUCTIONknow a bit about our clients: We helpcontent • Create content that stimulates interest & generates need.marketingalready.
The digital landscape evolves fast.Right now, content is a currency inthe B2B world.
The perfectconvergence of:SEO,onlinePR,brand,paidmedia,blogging.
If you are a B2B business,creating great brandedcontent can generate you ahealthy supply of inboundleads.Let’s get started.
OUR TOP TEN1. HAVE A CLEAR GOAL AND PROPOSITION2. FOLLOW A PROCESS, USE A FRAMEWORK3. THINK SEARCH (GOOGLE & SOCIAL)4. MAKE SURE YOUR SITE CONVERTS5. START BLOGGING6. CONTENT CREATION7. BUILD ONLINE PR8. GET CONTENT FOUND & SHARED9. NURTURE THROUGH THE FUNNEL10. MIX UP YOUR TOOLS
1. HAVE CLEAR GOALS & PROPOSITION LOOK AT YOUR CUSTOMERS Content for the customer lifecycle Ebooks and video might be right to attract & get found, but email campaigns can be better to nurture a Case study prospect. Think where the social as well as content elements sits.slideshare email socialblog video ebook
2. USE A FRAMEWORK • How-to-guide Ebook • Useful tips • Visual Campaign #1 Slideshare • Integrate into Linkedin • How to write a really good blog Blog posts post • Specialist
4. THINK SEARCH (GOOGLE & SOCIAL)Research popular longtail phrasesthat will help your prospects, forexample we use “b2b contentmarketing guide”. CampaignGoogle is NOT the only search point! #1People increasingly search on Twitter,Linkedin, Facebook, Google +.You Tube is the second biggestsearch engine in the world.
5. MAKE SURE YOUR SITE CONVERTS Both tactical, short and long-term, make sure your website can convert the visitors you will attract.• Use landing pages for each campaign• Create visual content to attract• Clear forms throughout your site, on Campaign each landing page and for a blog #1 registration.• De-clutter lengthy content. Remove the brochure-ware speak.• Repurpose what you have to make sure your visitors click through.
6. START BLOGGING Start blogging regularly, stay focused on your niche and build a community in no time. Promote your blog everywhere you can to get it found and shared. Campaign #1 As long as you follow those rules, we promise the more you blog the more leads you will get to nurture down your sales funnel. We have created our own blog to do this www.contentmarketingdaily.co.uk
7. CONTENT CREATION This is the fun part, start creating your content in all sorts of content. Be as visual as you can (this works!).Infographics – highlight key stats you curate from aroundyour industry. (see an example we created, right)Ebooks – useful guides and how-to’sWhitepaper – show you are a leader in your industry within-depth analysis.Video – short 60 second intros telling a story are very Campaignpowerful for your homepage. Testimonials, interviews #1and case studies can be brought alive in video.Surveys – a powerful way to bring fresh stats into yourniche area, offing good PR potential and thoughtleadership.Slideshare – show in-depth stats, survey results andmore.Blogs & articles – on your own blog, and guest blogs tobring valuable links and a new audience.
8. BUILD ONLINE PRConnecting and reaching out with online influencers will build yourtraffic and create a buzz. Who are the leaders in your industry, or those who can influence your prospects? Reach out to them on social, offer to guest blog for them (be ready to pitch an idea or two for content). We blog for Campaign • Content Marketing Institute #1 • eConsultancy • The Guardian Media Network This helps us reach out to digital marketers around the world.
9. GET CONTENT FOUND & SHARED Creating content is just the beginning, you need to get your content found and shared across digital media.Using tools like Buffer, schedule out yourcontent efforts, share other people’s contentas well as your own, and start conversations,join groups on Linkedin. CampaignLinkedin is becoming the B2B marketers #1dream.
10. NURTURE THROUGH THE FUNNEL Make your content play a part in lead nurturing.Use your existing contacts and database tobring them through your funnel. Keep inregular touch by email (helpful information onlyplease!), invite them to workshops, meetings,webinars. Send them ebooks and other freshcontent that you have produced. CampaignWhitepapers and video testimonials, reviewsand reports#1 work really well at this stage to cancreate a latent demand for your product orservice.
11. MIX UP YOUR TOOLSWe share just a few of the awesome tools that we use to create end-to-end content marketing and measure the ROI of our work. There are lots of expensive systems out there, but with a bit of know how you can create custom tools at a fraction of the cost. Campaign • Sprout Social (all in one social action) #1 • Salesforce (CRM) • Mailchimp (email marketing) • Wordpress (powerful websites & blogs) • Unbounce (lead gen landing pages) • Buffer (social sharing) • Relaborate (content calendar) • PipeDrive (new business tracker) • Google Analytics
A LITTLE BIT ABOUT WHITE HORSE DIGITALWe’ll keep it short!
WHY WHITE HORSE DIGITAL?As a content marketing agency our real point of difference is that we have a blend ofjournalism and digital expertise that positions us perfectly to help client’s takeadvantage of the current and future digital media landscape.We create content and then socialise it to get it found and shared, generating leadsand engagement for our happy clients.Our offices are in York, London and Singapore.Ruth@whitehorsedigital.co.uk @whdigitalwww.whitehorsedigital.co.uk/contentmarketingforB2Bwww.whitehorsedigital.co.uk/blog
MEET THE TEAM White Horse United Kingdom White Horse Singapore White Horse Digital was set up in the UK by Ruth Hoskins & Tony Drant, both of whom are experienced digital consultants with a broad experience across the IT, Travel, Financial Services and Consumer sectors. Juliet Stott joined as a partner in 2012 – she is an experienced journalist and PR, having formerly written for The Guardian and been PR for HBOS. In 2012 we opened an office in Singapore, where we are working with luxury travel and hospitality brands. Rachel Everett is an ex-journalist for CNNGo, Mr & Mrs Smith hotel reviewer and Time Out Guides.