This document discusses how content marketing can help B2B companies grow by becoming influential, legitimizing their offerings, increasing leads and opportunities, and leveraging search engines. It provides an overview of 3WaysDigital, a content marketing agency founded in 2011 to help growing B2B companies extend their marketing capabilities through strategic content creation and distribution. The agency's methodology involves auditing customer needs, aligning content production across channels, and amplifying content through networks.

1. Revving Your B2B Content
Marketing Engine for Growth

2. Create/implement Content Marketing Strategies that help
you:
▪ Become known/influential
▪ Legitimize/codify offerings: 3WD Content Engine
▪ Increase leads/opportunities
▪ Leverage automation/search engines
3WaysDigital

3. Why Do Content Marketing?
B2B customers will check, compare and validate
▪ Website, social, business profiles, testimonials, searched content,
comparison data
B2B buying cycles are longer, multiple stakeholders
▪ Different disciplines need different approaches
▪ Just-in-time content
50% of buyer business needs are poorly defined*
▪ Buyers need early education on what they should be looking for
Desire/Pressure to work with a credible company
▪ Credibility comes with consistency across all channels
3
Customer Vetting
Is there evidence to
support claims?
Do they make my job
easier?
Do they understand my
concerns?
▪ Source: Aberdeen 2019 B2B Buyers Survey

4. ▪ Founded 2011 after converging strategic elements of
digital marketing, communications and start-up career
of founder, Trish Barber
▪ The woman-owned content marketing services
organization targeting growing/disruptive B2B
organizations
▪ Extending your internal marketing capabilities w/o
increasing headcount
▪ We work on a project or retainer basis*
*open to equity compensation in some circumstances
About
3WaysDigital

5. ▪ Combining her 25+ year career in:
▪ Cable television franchising/marketing
▪ Tech marcom
▪ Digital media intrapreneur
▪ Online media operations
▪ Co-founder tech startup
▪ Broad perspective: senior executive, entrepreneur, client, consultant
▪ Strategic influencer during transformational periods: start-up, re-
positioning, product launch, merger, spinoff, acquisition and large
proposal wins
▪ Managed projects, teams and agencies - focus on building
brands/maximizing revenue
▪ Taps into with a range of cultivated resources for delivery
Meet Trish Barber (founder)

6. Stuff You May Know
Ads
Online/TV/Radio/Print Ads
Billboards
Direct Mail
Flyers/Brochures
Content Marketing
Company/Industry Blogs
Social Media
White Papers
Sharable Video
Online Articles
Podcasts
Webinars
SHOWING NURTURING
BUSINESS DRIVEN PEER DRIVEN
TALKING TO TALKING WITH

7. Align Your Content Engine
Blogs
Infographics
Landing pages
Podcasts/video
Social media posts
Website homepage
Customer profiles
Emails
Interactive content
Video
Webinars
Competitive analysis
Case studies
Email
One sheet
Pitch deck/Proposal
Website FAQ page
ALL the above
Tutorials
Help center articles
eNewsletters

8. Developing Your Content Engine involves:
1. Audit to understand customer decision journey and
pain points
2. Evaluate internal/partner/member resources
3. Integrate relevant software tools
4. Build content and management infrastructure
5. Align all external channels, recruit opportunities
3WD
Methodology
6. Amplify – rev the engine
through networks

9. ▪ Mapping customer decision
journey
▪ Matching your solutions to
customer pain points
▪ Conceiving high-impact
content engine
▪ Setting-up
tools/processes/trainings
for content ops
▪ Hiring/aligning internal
team
▪ Documenting processes
▪ Programs equipping
stakeholders (C-suite, BOD,
sales, SMEs, partners) to
leverage their networks on
your behalf
▪ Designing programs
highlighting individual
thought leaders
3 Ways to Engage
1. Content Strategy 2. Operations Set-up 3. Amplification

10. User Behavior
▪ Page views, time on page, unique visitors, traffic sources,
bounce rates
Engagement
▪ Likes, shares, mentions, comments, incoming requests,
republication of content
SEO Outcomes
▪ Keyword rankings, organic traffic, backlinks
Revenue
▪ Existing leads touched, new leads generated, conversion
rates, ROI
Key Metrics
of Success

11. Our
Clients

12. Testimonials
“ [Trish] is familiar with high growth situations, startup projects/ventures, major
partnerships and mergers. Trish has been a successful strategic leader with developed
expertise in all aspects of the online space.”
Ted Leonsis, founder Monumental Sports & Entertainment; co-founder, Revolution Growth, Former CEO AOL
“Trish was an early online adopter and pioneered local content and advertising sales. She
has an innate ability to quickly grasp complex business concepts. Most importantly, she
could craft these into distinct business initiatives; then successfully implement them.”
Rick Blair, board member, investor, former CEO, Examiner.com, and executive vice president, AOL/Digital City

13. Testimonials
“Trish began working with our organization when there was tremendous growth and
change—which she helped us navigate. She instituted new processes and programs that
clarified and amplified our messaging."
Seth Moore, CEO, T-Rex Solutions LLC
[Trish] worked with our association . . . during a time of great transition. Trish helps
organizations pivot to meet the needs of the market. She excels at directing strategic as
well as day-to-day interactions with customers, partners, board members and staff.
Tom Kennedy, former executive director, American Society of Media Photographers

14. ▪ Hitting a tipping point for growth?
▪ Launching a new product or service?
▪ Reaching a new audience?
▪ Working to become a thought leader in your
industry?
▪ Discoverable by prospects in search?
▪ Leveraging software tools to nurture your
prospects/customers?
▪ Attracting seasoned, top talent?
▪ Hoping to influence partners and investors?
Contact tbarber@3waysdigital.com for a consultation
Do You Need
Content
Marketing?