Content Marketing is the most commercially important digital marketing trend for the year 2015. This presentation walks you through different types of content for B2B companies - the objectives, the creation process and some examples.

1. B2B Content
Marketing
Branding >>
Buzz >>
Business Outcomes
Text Content ●
Visual Content ●
Multimedia Content ●

3. Source: http://bit.ly/17lHbQf

4.  Textual
 Blogs, In-depth Articles
 Social Media Updates
 Whitepapers, eBooks
 Visual
 Infographics
 Multimedia
 Webinars and Podcasts

5. Share information, tell stories, drive
conversations

7.  Share knowledge and expertise
 Establish thought leadership through
educational content
 Provide answers to questions
 Get found on search engines

8. Identify
• Identify themes/ topics and keywords (social listening)
Prepare
• Prepare a list of questions
Talk
• Have an in-depth conversion with Subject Matter
Experts
Write
• Create Content in publishable and promotable format
(research oriented, length, use of images etc.)

11.  Be active on relevant social channels
with the right information
 Be in the eyeline of the target audience
when they are looking for the
information

12.  Create content relevant for each platform
 For example:
▪ Twitter – Short, quick, current updates, ongoing
conversations
▪ Facebook – HighlyVisual
▪ LinkedIn – More professional and formal
 Define the right frequency
 Define the right tonality inline with your
brand image
 Maintain consistency

13. Source: http://bit.ly/1MUG9L1
http://bit.ly/14Rq9Ih
http://bit.ly/1MENdtI
Maersk Facebook Campaign
GE LinkedIn Update

15. - Authoritative reports, more in-depth
than blog
- Address specific business issues in detail
- Demonstrate technical knowledge or
business information
- Generally available on request
- Good weapons to use for specific
targeted campaigns

16.  Through Industry Leader
 With the help of customers
 Researched -Take a specific
problem and write content
around it
 Crowdsource the content

17. Attract attention, add interest

19.  EstablishThought Leadership
 Create Awareness
 DriveTraffic
 Start Conversations

20. Story
• Build story around objectives
Date
• Gather data and information (Public Data,
Research Reports)
Sketch
• Sketch the idea (Gliffy, Creatly)
Create
• Build the infographic (Infogr.am, Piktochart,
Canva or graphic designer)

22. Who says humour doesn’t work in B2B?

23. Superior storytelling through audio/ video

25.  Generate awareness
 Get qualified leads
 Move the prospects up in the interest ladder
Options -
 Interviews with industry leaders on a specific topic
 Product training
 Quick tips
 Panel Discussions

26. • Invite your customers to share their
story & learningCustomer
• Invite an industry leader to speak on a
latest topic relevant to your industryIndustry Leader
• Get one of your in-house subject matter
experts to speak on an industry topicIn-House Expert
• Regular interactive webinars/podcasts
about the product featuresProduct

30. radha.giri@i-midastouch.com
@radhagiri
)