Summarization of core marketing concepts and the marketing strategy framework. This includes elements that should be applied when devising and developing a marketing strategy for a company.
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
Own The Room is a training company like no other. We bring a uniquely experiential approach to learning and development. Using our highly interactive and innovative methodology, our expert Coaches keep you so energized and entertained that you may not even realize you’re at a training. No matter which of our programs you experience, you’ll be armed with real-life knowledge and long-lasting skills you can apply immediately.
Since our founding in 2003, we’ve partnered with more than 200 companies to deliver trainings in 46 countries and in 7 different languages. We empower individuals and teams with breakthrough skills they need to drive progress, increase efficiency, and improve collaboration -- all while boosting the bottom line.
Summarization of core marketing concepts and the marketing strategy framework. This includes elements that should be applied when devising and developing a marketing strategy for a company.
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
Own The Room is a training company like no other. We bring a uniquely experiential approach to learning and development. Using our highly interactive and innovative methodology, our expert Coaches keep you so energized and entertained that you may not even realize you’re at a training. No matter which of our programs you experience, you’ll be armed with real-life knowledge and long-lasting skills you can apply immediately.
Since our founding in 2003, we’ve partnered with more than 200 companies to deliver trainings in 46 countries and in 7 different languages. We empower individuals and teams with breakthrough skills they need to drive progress, increase efficiency, and improve collaboration -- all while boosting the bottom line.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
SCA Promotions - Your Source For Promotions That MotivateJulie Davis
SCA partners with advertising agencies, big brands, and other ROI-minded clients to implement the most effective, high-return promotions, sweepstakes, games, and contests in the industry. SCA offers an entire suite of classic promotions and cutting-edge digital promotions from which to choose, each proven through years of successful implementation to meet or exceed client marketing objectives.
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Content marketing is a marketing strategy. It is focused on the creation and distribution of valuable content with the purpose of attracting and retaining a specific, targeted audience. It builds interest in your brand and develops relationships and trust with your audience. But understanding what content marketing is doesn’t necessarily help you launch a content marketing effort. In our latest presentation, we map out the six steps you can take to launch a content marketing initiative.
Having good years of experience in Marketing Communication, Brand Management, Digital Marketing, Events and exhibitions, Marketing budget and strategy, Vendor management. Altogether 10 years of vast work experience in creative agencies and brand side helped me to gain more knowledge and skill set to my domain. Though this period have planned, designed and executed many campaigns which helped brand to put a strong identity in the market.
My work portfolio will give you a glimpse of my capabilities & potentials and dedication towards my work.
Presentation from Joe Pulizzi from the Content Marketing Institute on 10 ways to fix your content and 10 tactical tips to implement within your content marketing strategy.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Leading Edge Magazine | Summer 2012 | SikichSikich LLP
The summer 2012 issue of Sikich's Leading Edge Magazine focuses on making better business decisions--specifically, through business functions, operations and financials.
Is Your Brand Creating Valuable Content? Mat Zucker
Many organizations struggle with content. Prophet and Altimeter believe in setting a content strategy first. Here are five questions to jumpstart a strategy towards valuable content.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
SCA Promotions - Your Source For Promotions That MotivateJulie Davis
SCA partners with advertising agencies, big brands, and other ROI-minded clients to implement the most effective, high-return promotions, sweepstakes, games, and contests in the industry. SCA offers an entire suite of classic promotions and cutting-edge digital promotions from which to choose, each proven through years of successful implementation to meet or exceed client marketing objectives.
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Content marketing is a marketing strategy. It is focused on the creation and distribution of valuable content with the purpose of attracting and retaining a specific, targeted audience. It builds interest in your brand and develops relationships and trust with your audience. But understanding what content marketing is doesn’t necessarily help you launch a content marketing effort. In our latest presentation, we map out the six steps you can take to launch a content marketing initiative.
Having good years of experience in Marketing Communication, Brand Management, Digital Marketing, Events and exhibitions, Marketing budget and strategy, Vendor management. Altogether 10 years of vast work experience in creative agencies and brand side helped me to gain more knowledge and skill set to my domain. Though this period have planned, designed and executed many campaigns which helped brand to put a strong identity in the market.
My work portfolio will give you a glimpse of my capabilities & potentials and dedication towards my work.
Presentation from Joe Pulizzi from the Content Marketing Institute on 10 ways to fix your content and 10 tactical tips to implement within your content marketing strategy.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Leading Edge Magazine | Summer 2012 | SikichSikich LLP
The summer 2012 issue of Sikich's Leading Edge Magazine focuses on making better business decisions--specifically, through business functions, operations and financials.
Is Your Brand Creating Valuable Content? Mat Zucker
Many organizations struggle with content. Prophet and Altimeter believe in setting a content strategy first. Here are five questions to jumpstart a strategy towards valuable content.
Start in Gent: verschillende steunmaatregelen die een starter in Gent kan aanvragen, worden toegelicht. Naast het ‘gratis starten in Gent’ kan de beginnende Gentse ondernemer een gevelpremie en een starterscontract aanvragen. Deze 2 specifieke steunmaatregelen worden uitgebreid toegelicht. Deze subsidies worden gekaderd binnen het algemeen ondersteunend starterbeleid van de Stad Gent. De presentatie richt zich hoofdzakelijk naar starters met een vestigingsplaats in Gent.
We asked business leaders to give their thoughts on the number of potential disrupters on the horizon for UK businesses when George Osborne addresses the nation on 16 March.
More Budget commentary is available at grantthornton.co.uk/budget
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
Content Marketing: A definitive guide for 2022steeve jonsons
By using content marketing, you can win the hearts of your audience.
Create an immersive experience for potential customers so they can see
how your product or service solves their problems or fulfills their desires.
Do this, and you'll get more sales.
Content marketing is the process of planning, creating, sharing, and publishing the content through channels such as social media, blogs, websites, podcasts, apps, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
The shifting healthcare landscape shows providers are less interested in the retail/detail approach to sales. Instead, they are looking to industry partners to provide high-quality content that helps them solve problems, provides them with professional education and training, or offers them best-practice consulting.
In the rapidly evolving landscape of content marketing, concise and impactful messaging is key. Successful strategies in 2024 focus on creating compelling, valuable content tailored to the specific needs and preferences of target audiences. Here are some key points that how you can maximize your content marketing strategy.
1. Define Your Audience
2. Set Clear Goals and Objectives
3. Create High-Quality, Valuable Content
4. Implement SEO Best Practices
5. Leverage Content Distribution Channels
6. Analyze
Measuring Success Key Metrics for Evaluating Your Content Marketing Efforts.pdfSEOHabibi
This guide explores the essential metrics and performance indicators you need to track in order to assess the effectiveness of your content marketing endeavors. From engagement rates to conversion metrics, discover how to gauge the impact of your content and make data-driven decisions for improved results.
Content Marketing for the Life SciencesChris Conner
Manage your content marketing like a product. Why start from scratch on every campaign? You'll save a lot of effort by creating a collection of content that serves your customers and then adding functionality (new content) on a regular basis.
This SlideShare shows you why it's a good idea and what you need to get started.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
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➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
2. Table of Contents
Introduction | 1
STEP 1 Figure out where you want to go | 3
STEP 2 Decide who’s on your content marketing team | 5
STEP 3 Focus your content marketing strategy | 8
STEP 4 Build your editorial calendar | 10
STEP 5 Create awesome content | 12
STEP 6 Share your work | 14
STEP 7 Track and optimize your efforts | 17
3. |1
Content marketing is, more than ever, a crucial tactic for
B2B companies to engage with prospects: 86% of B2B
organizations now use content marketing as a key strategy
for building a pipeline of leads and engaging with their
prospects, according to a recent Content Marketing
Institute report.
EDUCATING PROSPECTS
You’ve got cutting-edge technology and an amazing team who can solve a myriad of
problems for your clients or customers. The challenge? Educating more prospects about
what you do and how you can help them.
Challenges facing B2B Marketers
54% | Producing Engaging Content
50% | Producing Content Consistently
49% | Measuring Content Effectiveness
42% | Producing a Variety of Content
But many marketers are struggling: 54% said that producing
engaging content was a challenge, and half said that it was
tough to publish content on a consistent basis.
[1] Data from: http://contentmarketinginstitute.com/wp-
content/uploads/2014/10/2015_B2B_Research.pdf
4. |2
or inclination to explain their work in clear, concise terms
that new prospects can relate to. They became software
engineers, or architects, or attorneys, or whatever they are,
because that’s what they’re best at—not writing content.
SO HOW CAN YOU GET YOUR SUBJECT MATTER
EXPERTS ON THE SAME PAGE AS YOUR CONTENT
MARKETING TEAM OR AGENCY?
This guide will help you build a collaborative process to
transform complex B2B topics into clear content marketing
assets.
Sloppy or inaccurate work could cost you valuable leads, or worse, destroy your
credibility within your industry. It’s important to have a strong team of content
marketing experts behind you.
You know content marketing is an important strategy for
developing a pipeline of new leads, and when you’re
closing deals worth tens or hundreds of thousands of
dollars, it’s important to get it right. Sloppy or inaccurate
work could cost you valuable leads, or worse, destroy
your credibility within your industry. It’s important to have
a strong team of content marketing experts behind you,
whether they’re in-house or at an outside agency.
That’s probably something you’ve found in your own
organization: Even though your team knows the technology
backwards and forwards, they don’t always have the time
5. | 3
When it comes to developing a B2B content marketing
strategy, the first step is to look at what you’ve already
got before deciding where to go next. In internal
meetings with key stakeholders, focus on finding the
answers to these questions:
WHAT ARE YOUR BRAND VALUES?
Do you have a clear sense of the value proposition you
offer and the points that you want to get across?
HOW MATURE IS YOUR CONTENT STRATEGY?
Have you mapped out detailed buyer personas who
you can target with customized content offerings? Have
you developed an editorial style guide that showcases
your brand’s voice (fun and irreverent, or strictly
serious)? If not, you’ll need to either work on building
out your strategy plan internally or with an outside
consultant before you begin developing content.
STEP ONE
Figure out where
you want to go
6. |4
Focus your messaging around the value that you can offer
your prospects, with tailored messaging for each type of
buyer persona and each stage of the marketing funnel, from
people who are just starting to explore options to those
who are ready to make a purchase.
Focus your messaging around the value that you can offer your prospects, with tailored
messaging for each type of buyer persona and each stage of the marketing funnel, from
people who are just starting to explore options to those who are ready to make a purchase.
WHAT ARE YOUR MARKETING GOALS?
Before going any further with content marketing, it’s
important to internally decide on your objectives (are we
looking to raise awareness of our solution, explain our
value more clearly to existing prospects, or focus on driving
leads?), and to ensure that you have a solid understanding
of what your solution offers that’s unique to your market.
7. | 5
EVALUATE YOUR CONTENT CAPABILITIES.
Next, look at what content marketing resources you
have, both internally and externally. Don’t overestimate
your internal capacity, or nothing will ever get done:
As CEO, you may be a good writer and have a great
understanding of the product—
but between internal meetings and VC pitches, do you
have the time to allocate to crafting blog and thought
leadership content?
The same goes for your internal subject-matter
experts: They may have incredible insights to share,
but they’re often too busy solving problems for
customers to clearly explain their process for solving
those problems.
STEP TWO
Decide who’s on
your content
marketing team
8. |6
Your subject-matter experts may have
incredible insights to share, but they’re
often too busy solving problems for
customers to clearly explain their process
for solving those problems.
PLAN YOUR BUDGET AND RESOURCES.
If you realize you don’t have the time to do this all yourself,
it’s important to allocate a budget towards content
marketing, and decide what resources you’ll need to make
everything happen. It may make sense to have an internal
stakeholder coordinate efforts and approve all content,
while leaving the writing and editing to an external agency;
if you want to make a long-term commitment, you can even
consider hiring an in-house content marketing manager to
play a leading role in the content marketing process, while
commissioning an agency or a group of freelance writers to
assist with the content development.
Percentage of Total
Marketing Budget Spent on
B2B Content Marketing
100% | 2%
75-99% | 4%
50-74% | 10%
25-49% | 14%
10-24% | 19%
1-9% | 25%
0% | 3%
Unsure | 23%
[1] Data from: http://contentmarketinginstitute.com/wp-
content/uploads/2014/10/2015_B2B_Research.pdf
9. |7
make sure you know who’ll actually be working on your
account, however: Some agencies will bring on new and
untested writers for complex projects, while others rely
only on an established group of staff and freelance writers,
so you’ll be in better hands with an agency in the latter
category.
Consider what resources you have or will need for additional services including graphic
design or video production, as well. In many cases, you can use a mix of in-house and
external resources to put together a comprehensive content marketing plan.
VET YOUR TALENT CAREFULLY.
When selecting your content creation team, it’s essential
to find a person or organization with experience focused
around B2B technology topics, but it’s not always crucial
to make sure they’ve worked within your exact space:
Typically, writers who have been able to quickly grasp
B2B terminology in the past will be able to translate these
abilities to new industries. When working with an agency,
10. |8
BUILD A GAME PLAN.
Once you’ve honed in on your messaging and goals,
and know what resources you have to work with, it’s
time to focus on developing a clear strategy. Your plan
may involve a mix of internal and external resources
for keeping things on track—it takes a village to craft a
winning content marketing strategy. Evaluate which key
performance indicators (KPIs) you’re most interested
in tracking to evaluate the success of your content
marketing efforts.
Do you want to see specific keyword phrases gain
more traction in search engines? Do you want to build
traffic to your website? Are you focusing on building
up the subscribers to your email list, or are you more
interested in offering product demos or free trials?
STEP THREE
Focus your content
marketing strategy
11. |9
include a CTA to download a white paper about evaluating
gift card vendors. It’s important to plan out sequences for
your content so that prospects can easily learn about your
company without pressure to buy, but will be prompted to
continually move deeper into your marketing funnel.
Once you’ve honed in on your messaging and goals, and know what resources
you have to work with, it’s time to focus on developing a clear strategy.
CREATE YOUR GOAL FUNNELS.
As you determine the types of content you’ll create, come
up with a clear objective for each (i.e., drive social traffic,
email signups, free trials, etc.), and incorporate CTAs into the
content to help them meet your goals.
For instance, if you develop a series of blog posts around the
topic of launching a gift card program, each article could then
What makes content effective?
58% | Audience Relevance
57% | Engaging & Compelling Storytelling
54% | Triggers a Response or Action
37% | Effectively Delivers Message
[1] Data from: http://www.slideshare.net/hschulze/b2b-
content-marketing-report-40688285/9
12. | 10
Now it’s time to work with your content marketing team
to put together an editorial calendar, which can involve
a mix of content assets including:
BLOG CONTENT
which can boost traffic through organic SEO and social
media (as well as paid promotion).
VIDEO CONTENT
such as animated films and customer videos.
CUSTOMER SUCCESS STORIES
(i.e., case studies).
EBOOKS, WHITE PAPERS, & INFOGRAPHICS
which should be “gated” behind a contact form.
SOLUTION BRIEFS
showcasing how your product or services can benefit
specific industry verticals.
STEP FOUR
Build your
editorial calendar
Make sure to tie your upcoming
editorial calendar to specific events
or important industry themes:
For instance, if you’re a point of sale solution
that targets retail businesses, you’ll want to focus
November and December’s content calendar
around topics such as seasonal shopping trends,
gift cards, and how to handle the holiday rush.
If you’re spotlighting your technology platform at
a trade show for university marketers, make sure
that you’ve developed case studies and white
papers that showcase best practices in gathering
leads from prospective students, incorporating your
solution as part of a comprehensive strategy.
TIP
13. |11
No matter what the breakdown, it’s important to include
some content geared towards new visitors, which can
provide more of an industry overview to a broad audience;
and other assets focused towards high-level executives
who are preparing to make a buying decision, with content
focused on strategic advice and examples of how your
solution can demonstrate ROI.
There’s no one formula that works: A successful editorial calendar will be based
around your content goals, your target audiences, and your promotional strategy.
If you have a heavily visual brand that’s engaged in social
media, video content and infographics should be a high
priority for your content marketing initiatives. On the other
hand, if you have a B2B brand that uses targeted ads to
reach prospects, focus on lead-generating pieces such as
white papers and solution briefs.
How Often B2B Markets
Publish New Content
26% | Multiple times per week
16% | Daily
8% | Less than once per month
2% | Unsure
Monthly | 12%
Multiple time per month | 19%
Weekly | 17%
[1] Data from: http://contentmarketinginstitute.
com/2014/10/2015-b2b-content-marketing-research/
14. |12
BRIEF YOUR CONTENT TEAM.
Once you’ve developed a rough guide on which topics
you want to touch on at each time, you’ll need to make
sure that your content creators have the subject-matter
knowledge they need to develop the content.
First, ensure that they have an in-depth tutorial on what
your company actually does, including a product demo
if possible, so that they can easily weave your value
proposition into the content organically.
APPOINT AN OWNER.
For each content topic, they may also need additional
insights from people on your team, so appoint one of
your subject-matter experts as the “owner” of each
piece of content. The content creator can coordinate
with this individual, including phone interviews or
written notes to go over key messaging and technical
information to include in each piece.
STEP FIVE
Create awesome
content
15. |13
DEFINE A CONTENT APPROVAL PROCESS.
Build a clear collaboration process to ensure that your
internal stakeholders have the opportunity to easily review
and approve each piece. At Eucalypt, we use Google
Docs as a simple way to share content with our clients and
incorporate their feedback to develop a final version that
everyone is happy with (without the hassle of keeping track
of 17 different file versions).
Nearly everything you’ve already done, so long as it’s still relevant to what you’re
doing now, can be repurposed towards your content marketing efforts.
REPURPOSE EXISTING ASSETS.
To help your content creators with research, give them
access to any existing content assets that may be helpful to
them, including slide deks, webinar recordings, VC pitches,
and presentation notes. Nearly everything you’ve already
done, so long as it’s still relevant to what you’re doing now,
can be repurposed towards your content marketing efforts.
16. |14
While readers are more inclined to share high-quality
content, you can’t expect a niche B2B post to go viral.
(Yes, semiconductor nanowires may be fascinating to
you, but to your average Facebook friend? Not
so much.)
In order to reach the right people, you’ll need to put
more effort into promoting your content after it’s been
published. Here are a few strategies:
PROMOTE YOUR CONTENT ON SOCIAL MEDIA.
Organic social media promotion on platforms including
Twitter, Facebook, and LinkedIn can be valuable—if
you already have a decent audience or are willing to
invest the time into creating one. While access to the
platforms is free, it can often be difficult to get attention
when so many other brands and individuals are
competing for your audience. While we recommend
investing some time into establishing an organic social
media presence in order to increase engagement with
existing customers, there are often better ways for B2B
brands to bring in new prospects.
STEP SIX
Share your work
17. |15
GUEST POST ON POPULAR SITES IN YOUR NICHE.
It’s also smart to invest some time into looking for
opportunities for content placement on niche sites that
reach people in your industry. Alongside your on-site
editorial calendar, designate several posts for exclusive
guest blog placements on sites that target people in your
industry, and involve your marketing team or agency
in outreach efforts for placement. Guest blogging can
help expose you to a larger audience, provide excellent
backlinks to boost your site’s organic SEO value, and drive
new visitors to your site.
A solid content marketing strategy doesn’t begin and end with content creation; it’s
essential to make sure that your content marketing materials are reaching the right people..
INVEST IN TARGETED SOCIAL MEDIA ADS.
In order to make sure your content reaches its target
audiences, it’s often wise to invest in targeted social ads
through platforms like LinkedIn, Twitter, and Facebook.
(Disclosure: LinkedIn is a Eucalypt Media client.) These
ads can be highly targeted to reach specific industries,
job titles, and even companies, ensuring that your content
will be seen by people who fit your exact client wishlist
characteristics.
18. |16
SYNDICATE YOUR CONTENT ON
LARGER PLATFORMS.
Content syndication is also a good option: We recommend
that our clients syndicate many of their blog posts through
LinkedIn’s publishing platform, which can help them reach a
huge and highly targeted network of peers and influencers
in their own industry. Other large sites like Huffington Post
or Medium can also serve as great outlets to spotlight your
thought leadership.
SEND A REGULAR NEWSLETTER
TO YOUR MAILING LIST.
Your content can help you generate leads to build a mailing
list, and it can also help you keep your list engaged and
active. Use your newsletter to send your prospects links
to the topical advice that you’re sharing on your website,
and send it out on a regular schedule—whether weekly,
monthly, or somewhere in between. Make sure to assess
the performance of each mailing to see what types of
content and which subject lines get the best open and click
through rates.
To boost your chances of generating leads, it can
sometimes be wise to advertise directly to a white paper
or ebook landing page, but in order to raise awareness
and build your audience, it can also be helpful to boost
individual blog posts (ensuring that you have a clear CTA to
capture that prospect’s info if she’s inclined to learn more).
A solid content marketing strategy doesn’t begin and end
with content creation; it’s essential to make sure that your
content marketing materials are reaching the right people.
NEED NEW IMAGE
19. |17
Remember those KPIs you put together earlier? Once
you’ve spent a few months actively executing your
content marketing plan, it’s time to revisit those and
see where things are. It can take a while to build
traction, so don’t be discouraged if results aren’t as
great as you’d hoped, especially if you’ve only been
publishing a moderate amount of content and haven’t
built up a solid cadence yet.
And when it comes to leads, remember that quality is
far more important than quantity, so even a few well
qualified leads can make a content marketing program
well worth the investment.
STEP SEVEN
Track and optimize
your efforts
20. |18
through clear, compelling content. Become a trusted
resource, and prospects will turn into customers effortlessly.
Need help building or refining your content marketing plan?
Contact us for a free consultation to help you hit the ground
running.
Take the time to look at your stats with your marketing team or agency,
and regroup on strategies that could be improved or changed.
A good internal team or agency can be agile in
collaborating with you in the way that makes the most
sense for your business, and can often offer valuable
recommendations for future initiatives. Keep honing in
on who your target audience is, what content they’re
most interested in, and focus on delivering genuine value
21. Eucalypt is a small agency that specializes in developing,
executing, and optimizing successful content marketing
strategies for clients including LinkedIn, Intel, Cray, and many
other B2B technology companies. Our writing team has
extensive journalism experience, bringing clients the same
in-depth, engaging, and accurate reporting that we bring to
national publications.
We take a personal and agile approach to each client
engagement, partnering to understand their brands and to
collaborate with internal teams to help scale their businesses
sustainably.