Jessica Levin presented on content marketing strategies for businesses. She discussed how B2B marketers allocate about 26% of their budgets to content marketing and the biggest challenge is producing engaging content. Popular content marketing tactics include social media, articles, events, newsletters and case studies. Content marketing involves creating and sharing valuable information to attract and convert prospects into customers and customers into repeat buyers. An effective content marketing strategy requires determining goals, evaluating appropriate channels, and measuring results.
Understanding how to efficiently leverage business content and resources to effectively meet the needs of globally diverse partners is the focus of this presentation. Topics covered include:
• Globalization 101 – The "Globalization Academy" ensures we are all speaking the same language when talking about globalization including terms such as: regions, locales, localization, transcription.
• Strategic Considerations – Our mission to explore strange new worlds; to seek out new content and new audiences; to boldly go where no content strategist has gone before. We'll discuss strategic considerations including the structural model and governance model.
• Tactical Considerations – How to "Make it so…".
This presentation was given at Information Development World on October 2, 2015.
This session is about using personalization and automation to give them exactly what they need, when they need It.
If you want to meet someone and build a relationship, you need to provide consistent value to that person over time. When it comes to content, the exact same thing applies to a business, but here is the kicker: very few companies actually do this right. Imagine if you tried to pitch someone your products at a cocktail party or asked someone to marry you on the third date. It wouldn’t work, right? And you wouldn’t even try it. But this is what so many companies do every single day.
The answer? You need to nurture it! By personalizing the experience, providing content that they actually want and then using the magic and ease of automation, you can completely change the way you connect with both prospects and customers… and the way they connect with you.
As the Founder of a content marketing software company, Jon Wuebben, has first hand knowledge of what it takes to nurture with content. In fact, the biggest surprise he had during the product’s beta process was finding out just how much content…and what types of content…were necessary in order to get someone to sign up and ultimately buy. If you want to learn how to do the same exact thing for your business, this is for you.
This presentation was given at Information Development World on October 2, 2015.
Understanding how to efficiently leverage business content and resources to effectively meet the needs of globally diverse partners is the focus of this presentation. Topics covered include:
• Globalization 101 – The "Globalization Academy" ensures we are all speaking the same language when talking about globalization including terms such as: regions, locales, localization, transcription.
• Strategic Considerations – Our mission to explore strange new worlds; to seek out new content and new audiences; to boldly go where no content strategist has gone before. We'll discuss strategic considerations including the structural model and governance model.
• Tactical Considerations – How to "Make it so…".
This presentation was given at Information Development World on October 2, 2015.
This session is about using personalization and automation to give them exactly what they need, when they need It.
If you want to meet someone and build a relationship, you need to provide consistent value to that person over time. When it comes to content, the exact same thing applies to a business, but here is the kicker: very few companies actually do this right. Imagine if you tried to pitch someone your products at a cocktail party or asked someone to marry you on the third date. It wouldn’t work, right? And you wouldn’t even try it. But this is what so many companies do every single day.
The answer? You need to nurture it! By personalizing the experience, providing content that they actually want and then using the magic and ease of automation, you can completely change the way you connect with both prospects and customers… and the way they connect with you.
As the Founder of a content marketing software company, Jon Wuebben, has first hand knowledge of what it takes to nurture with content. In fact, the biggest surprise he had during the product’s beta process was finding out just how much content…and what types of content…were necessary in order to get someone to sign up and ultimately buy. If you want to learn how to do the same exact thing for your business, this is for you.
This presentation was given at Information Development World on October 2, 2015.
Money Talks: Using Live Chat & Conversational Strategies to Increase Sales & ...Knoxville HUG
In our Q4 Knoxville HubSpot User Group (HUG) meetup, Holly Yalove (KnoxHUG Leader and VIEO Design Principal & Cheif Strategist) presented "Money Talks: Using Live Chat & Conversational Strategies to Increase Sales & Customer Delight." At this last meetup of 2018 our HUG members learned how to plan and execute conversational strategies using HubSpot's CRM and conversation tools.
B2B Marketers: How to Solve Your Top 4 Content HurdlesVisually
[Webinar Slides] Today’s buyers have a strong appetite for useful and relevant information, but at the same time, resistance to being 'sold to'. The buyer's journey is up to 70% complete by the time they're ready to speak to Sales. So what's happening within that 70% of the journey? The answer is content consumption.
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Chapter 15: Govern, Plan and Maintain Your ContentGatherContent
A sample chapter from the book The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right. Written by Meghan Casey, lead content strategist at Brain Traffic.
Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
The frameworks in this document are probably most helpful for those who are already familiar with or practice content strategy. They also represent the ones we particularly like and use the most here at KBS. We hope you find them useful.
Does Your Content Work for People? Essentials for Evaluating Your Client's Co...GatherContent
Does your content work? It's a simple question. But, getting the answers can be a complex chore. Learn the essentials of assessing whether your content, or your client's content, has impact from Colleen Jones.
You can watch the full video session at:
http://blog.gathercontent.com/colleen-jones-webinar-evaluating-content
Check out Colleen's website at:
http://www.content-science.com/
Her tool, ContentWRX
http://www.contentwrx.com
Content Strategy: The Key to Effective Web ContentRick Allen
Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
The CMO's Content Marketing Report Card: 5 Steps to Operationalize a Content ...Caitlin Roberson
How CMOs can spark profit-generating conversations with technology decision makersby operationalizing content marketing.
Includes a 5-step self assessment, report card, and 10-step action plan for creating, deploying, and optimizing a content marketing program at scale.
You can now download the full Content Strategy for UX Designers guide here:
https://gathercontent.com/resources/content-strategy-a-guide-for-ux-designers
Using Digital Content for Business development & Marketing: Embrace the Chang...VISHAL CHANDRA
#Clientengagemnt and new #leadgeneration is an essential KRA for Business Development professionals.
Marketing Trends at the end of 2020 — Are completely different than projected at the beginning of the year.
- In-person meetings are non-existent.
- Cold calling is out of the question.
- Companies are adhering to work-from-home directives,
meaning offices where customers and prospects should be,
stand empty.
- Phones go unanswered; voicemail messages unheard.
#DigitalTransformation had started few years ago but #covid has brought this change faster.
Senior business development people suddenly have found themselves being unskilled and unaware of basics of #digitalcontent management .
This short presentation discusses the problems faced by Senior Business development professionals and gives an overview of the gaps that need to be bridged. Essentials tips to upgrade and what to avoid have been highlighted.
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
Money Talks: Using Live Chat & Conversational Strategies to Increase Sales & ...Knoxville HUG
In our Q4 Knoxville HubSpot User Group (HUG) meetup, Holly Yalove (KnoxHUG Leader and VIEO Design Principal & Cheif Strategist) presented "Money Talks: Using Live Chat & Conversational Strategies to Increase Sales & Customer Delight." At this last meetup of 2018 our HUG members learned how to plan and execute conversational strategies using HubSpot's CRM and conversation tools.
B2B Marketers: How to Solve Your Top 4 Content HurdlesVisually
[Webinar Slides] Today’s buyers have a strong appetite for useful and relevant information, but at the same time, resistance to being 'sold to'. The buyer's journey is up to 70% complete by the time they're ready to speak to Sales. So what's happening within that 70% of the journey? The answer is content consumption.
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Chapter 15: Govern, Plan and Maintain Your ContentGatherContent
A sample chapter from the book The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right. Written by Meghan Casey, lead content strategist at Brain Traffic.
Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
The frameworks in this document are probably most helpful for those who are already familiar with or practice content strategy. They also represent the ones we particularly like and use the most here at KBS. We hope you find them useful.
Does Your Content Work for People? Essentials for Evaluating Your Client's Co...GatherContent
Does your content work? It's a simple question. But, getting the answers can be a complex chore. Learn the essentials of assessing whether your content, or your client's content, has impact from Colleen Jones.
You can watch the full video session at:
http://blog.gathercontent.com/colleen-jones-webinar-evaluating-content
Check out Colleen's website at:
http://www.content-science.com/
Her tool, ContentWRX
http://www.contentwrx.com
Content Strategy: The Key to Effective Web ContentRick Allen
Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
The CMO's Content Marketing Report Card: 5 Steps to Operationalize a Content ...Caitlin Roberson
How CMOs can spark profit-generating conversations with technology decision makersby operationalizing content marketing.
Includes a 5-step self assessment, report card, and 10-step action plan for creating, deploying, and optimizing a content marketing program at scale.
You can now download the full Content Strategy for UX Designers guide here:
https://gathercontent.com/resources/content-strategy-a-guide-for-ux-designers
Using Digital Content for Business development & Marketing: Embrace the Chang...VISHAL CHANDRA
#Clientengagemnt and new #leadgeneration is an essential KRA for Business Development professionals.
Marketing Trends at the end of 2020 — Are completely different than projected at the beginning of the year.
- In-person meetings are non-existent.
- Cold calling is out of the question.
- Companies are adhering to work-from-home directives,
meaning offices where customers and prospects should be,
stand empty.
- Phones go unanswered; voicemail messages unheard.
#DigitalTransformation had started few years ago but #covid has brought this change faster.
Senior business development people suddenly have found themselves being unskilled and unaware of basics of #digitalcontent management .
This short presentation discusses the problems faced by Senior Business development professionals and gives an overview of the gaps that need to be bridged. Essentials tips to upgrade and what to avoid have been highlighted.
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
Curso de Coaching de equipos de ventas desarrollado por mi persoona y basado en la película Karate Kid.
Solo se anotan los enunciados en las presentaciones para conocer mas por favor contactarme. (ffernandez3000@gmail.com)
Procesos de Coaching de Ventas para Mejorar los Resultados.pptxGilbert Aubert
El Gerente de Ventas está en la nómina para responsabilizarse de su principal objetivo: garantizar la consecución del objetivo de ventas de parte de cada uno de los miembros de su equipo de ventas.
Cuando el Gerente de Ventas entiende, comprende y acepta que las cifras son sólo la consecuencia, que son el resultado del desempeño de personas, de su equipo de vendedores, a lo largo de un proceso de venta. En ese momento ve con claridad que su función principal es desarrollar a sus vendedores continuamente.
Curso de Marketing Relacional II
"Fidelización y Desarrollo de Clientes Rentables".
Soporte para el desarrollo de un taller de mejora del rendimiento en las estrategias y tácticas de fidelización y desarrollo, de clientes rentables
El análisis transaccional es una teoría diagnóstica sobre la personalidad que se aplica en psicoterapia, vinculada a la psicología humanista.
Fundado en 1960 por el psiquiatra y psicoanalista Eric Berne, alumno de Freud que creo su propio sistema de pensamiento.
Lo más destacable del análisis transaccional está en la definición sencilla y simple que realiza sobre la personalidad en su función-vertiente social.
¿Ha pensado alguna vez cómo…
…Incrementar la Satisfacción y Fidelización de sus Clientes?
…Identificar oportunidades para incrementar sus Ventas?
…Identificar oportunidades de mejora del Servicio?
…Reducir costes gracias a la Optimización de Procesos?
…Definir una base de trabajo para diseñar nuevas acciones comerciales?
La Técnica de los Momentos de la Verdad le permitirá afrontar estos objetivos de una manera global y estructurada, a través de un análisis de toda la actividad comercial de la organización.
Los Momentos de la Verdad beben, en gran medida, de la ingeniería de procesos a partir de un enfoque “dentro-fuera”, en el que se cruzan las características de los procesos comerciales de la Empresa con las Expectativas de servicio de los Clientes. El análisis deriva en la identificación de desviaciones en dos sentidos: insatisfacción del nivel de servicio esperado y oportunidad de incremento del grado de relación cliente-empresa.
El Plan de Momentos de la Verdad es un proceso secuencial, que, paso a paso, va profundizando en el conocimiento de la actividad comercial de la Empresa.
El primer paso debe ser el análisis pormenorizado de los procesos comerciales. A partir de información interna proporcionada por su organización podrá desplegar todo el mapa de actividades comerciales básicas de la empresa; un análisis pormenorizado para, a continuación, detectar los Momentos en los que la Empresa entra en contacto con el cliente: los Momentos de la Verdad.
Llegamos al verdadero punto clave del Proceso: Conocer las expectativas de los clientes ante el servicio ofrecido. Entender qué necesitan y esperan los clientes es la pieza básica de este engranaje, para lo que no debe escatimarse recursos: Encuestas de satisfacción, Estudios de Mercado…. Múltiples fuentes con un objetivo: esclarecer los mecanismos mentales del cliente hacia la empresa, y compararlos con la información interna obtenida. Sólo así se descubrirán y corregirán posibles desviaciones, causa básica de la mayoría de los problemas de insatisfacción y falta de repetición de compra, utilizando herramientas como el Mystery Shopping.
Y ese es el siguiente paso del proceso: Conocer las desviaciones y establecer un Plan de Acción encaminado a corregirlas. Priorizando los llamados Break Points, esos Momentos de la Verdad donde la Empresa presenta un mayor potencial de mejora.
Finalmente, cuando el Plan de Acción haya sido redactado, las acciones de mejora deberán ser puestas en marcha implicando a toda la organización. Sólo así se conseguirá un verdadero cambio de paradigma que centre la atención en lo realmente importante: el Cliente. Un cambio que deberá revisarse de forma periódica, para responder a los cambios en el entorno y preferencias de los Clientes.
Sphenia puede ayudarle a explotar las posibilidades de los Momentos de la Verdad en su Empresa. No dude en contactar con nosotros.
La comunicación asertiva es la habilidad de expresar ideas positivas y negativas y los sentimientos de una manera abierta, honesta y directa. Que reconoce nuestros derechos al mismo tiempo sigue respetando los derechos de otros.
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“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
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Creating a Business-Driven Content Marketing StrategyCarla Johnson
Many brands have an interest in content marketing but flounder with successful planning and execution. In most cases it’s due to a lack of strategy. Marketers struggle to create content relevant to audiences and prioritize activities in order to consistently publish, yet only 35% of marketers take the time to create a content strategy.
This workshop takes attendees through the process of creating a content strategy that will be immediately actionable. By discovering what matters to your audience and how they make decisions, you’ll create a content strategy that enables you to create highly relevant content that builds awareness, engagement, conversion and loyalty.
How to Create Content that is Engaging, Shareable and Delivers ROIInfluence and Co.
Learn all the secrets regarding how to create shareable, engaging content, as well as some compelling stats from our report "The State of Digital Media 2018" and NetLine's 2018 "State of B2B Content Consumption & Demand Report."
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
Navigating Marketing Right Now: How to adapt your brand messaging, channels a...Bridgette Borst Ombres
Learn how to adapt your brand messaging and channels for effective B2B marketing in today's world. Bridgette Borst Ombres at A2U and Jenna Chouinard at Datasmith discuss best practices in navigating the new digital landscape by focusing on recent shifts and trends, audience-first mindsets and more.
This webcast covered covered the key areas to review when developing a digital strategy for B2B Marketing to support the *Brilliant B2B Marketing Guide*.
Discover the latest tools, technologies and trends shaping content strategy for forward-thinking marketers in 2023 and beyond! You'll find out which tools & technologies are right for your company...right now. You'll find out which influencers and thought leaders you need to connect with to expand your own influence. You'll see exactly what types of content you should be producing right now...and why.
SEO, Social, and More: Digital Marketing for your BusinessIntuit Inc.
Every business owner wants to attract more customers, convert prospects to sales, and get more referrals from customers. Attracting the right customers to "sell and wow" will help your business bring in more sales and better your bottom line.
Content Marketing Tactics & Strategies for Business 2 Business IndustriesPieter S Verasdonck
Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.
3. Just the Facts
• B2B Marketers allocate approximately
26% of their budgets to content marketing
• The biggest challenge facing content
marketers (36%) today: Producing
Engaging Content
• 51% of content marketers plan to increase
their budgets over the next 12 months
• Source: Marketo
4. Just the Facts
The most popular content marketing
tactics used by businesses today include:
• Social Media (79%)
• Article posting (78%)
• In-person events (67%)
• Enewsletters (61%)
• Case Studies (55%)
Source: Marketo
6. “Content
marke8ng
is
an
umbrella
term
encompassing
all
marke8ng
formats
that
involve
the
crea8on
and
sharing
of
content
in
order
to
a@ract,
acquire
and
engage
clearly
defined
and
understood
current
and
poten8al
consumer
bases
with
the
objec8ve
of
driving
profitable
customer
ac8on.
Content
marke8ng
subscribes
to
the
no8on
that
delivering
informa8on
to
prospects
and
customers
drives
profitable
consumer
ac8on.
Content
marke8ng
has
benefits
in
terms
of
retaining
reader
a@en8on
and
improving
brand
loyalty.”
7. “Content
Marke8ng
means
crea8ng
and
sharing
valuable
free
content
to
a@ract
and
convert
prospects
into
customers,
and
customers
into
repeat
buyers.
The
type
of
content
you
share
is
closely
related
to
what
you
sell;
in
other
words,
you’re
educa8ng
people
so
that
they
know,
like,
and
trust
you
enough
to
do
business
with
you.”
–
CopyBlogger.com
8. Social Media Community
Photos
Newsletters
Events
Video
Apps
Interviews Website
Blogs
Podcasts
White Papers Case Studies
Surveys
QR Codes
Infographics
9.
10. • What
do
you
want
to
accomplish?
Goals
and
Strategy
Objec8ves?
Strategy
• Based
on
your
goals
and
resources
which
channel(s)
Evalua8on
are
best
for
your
organiza8on?
Planning
• How
are
you
going
to
accomplish
your
goals?
Planning
Scheduling,
etc.
Access
Implementa8on
• Just
Do
it!
Measure
• What’s
working?
What’s
not?
11. Content Marketing Checklist
Factor
Things
to
Consider
Goal
A@rac8ng
new
clients?
Client
reten8on?
Time
Available
How
much
8me
does
the
channel
take
per
day/week/month?
Who
needs
to
do
the
work?
Audience
Where
does
your
market
get
it’s
content?
Time
Sensi8vity
How
quickly
does
you
message
need
to
get
out?
Technical
Is
programming
involved?
Will
training
be
needed?
Is
specialized
knowledge
needed?
Budget
Do
you
have
money
to
outsource
wri8ng,
etc.?
21. Newsletters
Format Audience
• Paper vs. Electronic • Clients
• Frequency • Prospects
• Contributors • COIs
• Canned or custom?
Have
you
considered
sending
abbreviated
versions
to
prospects?
39. Graphical Sharing
• Photo boards that express personal
interests.
• Can be used by people or brands.
• Great for visual products.
• Huge trend in graphical social networks.
56. Content Marketing Checklist
Factor
Things
to
Consider
Goal
A@rac8ng
new
clients?
Client
reten8on?
Time
Available
How
much
8me
does
the
channel
take
per
day/week/month?
Who
needs
to
do
the
work?
Audience
Where
does
your
market
get
it’s
content?
Time
Sensi8vity
How
quickly
does
you
message
need
to
get
out?
Technical
Is
programming
involved?
Will
training
be
needed?
Is
specialized
knowledge
needed?
Budget
Do
you
have
money
to
outsource
wri8ng,
etc.?
Remember This?
57. Sample Content Schedule:
National Pudding Manufacturers and Retailers
Conference
Date
Channel
(S)
Topic
Who
Week
1
February
20,
2012
Blog
Pudding
Sales
on
the
Rise
JL
February
21,
2012
Facebook/Twi@er
Organic
ingredients
MC
February
22,
2012
YouTube
Teaser
from
keynote
speaker
JL
February
23,
2012
Facebook
/Twi@er
Tips
about
mee8ng
des8na8on
MC
February
24,
2012
Facebook/Twi@er
Promote
a@endees
content
MC
Week
2
February
27,
2012
Blog
Green
Pudding
Manufacturing
JL
February
28,
2012
Facebook/Twi@er
Green
manufacturing
trends
MC
February
29,
2012
Facebook/Twi@er
Retail
marke8ng
trends
MC
March
1,
2012
Monthly
Podcast
Interview
with
pudding
retailer
MC
March
2,
2012
Facebook/Twi@er
Promote
a@endees
content
MC
58. Jessica
L.
Levin,
MBA,
CMP,
CAE
President
and
Chief
Connector
Seven
Degrees
Communica8ons
@jessicalevin
www.linkedin.com/in/jessicalevin
jlevin@sevendegreescommunica8ons.com
908-‐912-‐4418