B2B marketers have finally realized that merely throwing content into the ether is both expensive and wasteful. In this e-seminar, Paul Gillin of Profitecture shares practical advice and examples of creating content that builds trust and attracts customers. To listen to the replay go here: http://bit.ly/contentbyprofitecture

1. Content Marketing on a Budget
What You Must Know
Paul Gillin
Senior Consultant
Profitecture
@Profitecture  @Pgillin
#content4b2b
Welcome to
Follow @Profitecture Tweet #content4b2b

2. The Content Marketing Cycle
88% of B2B marketers in North
America use content marketing
according to the Content
Marketing Institute.
Content marketing
demands a strategy
• Research by the Content Marketing
Institute and Marketing Profs found
that only 30% of B2B marketers
who use content marketing believe
they are effective at it.
• Asked about their opinion of the
content that vendors provide them,
65 percent of business decision
makers told Forrester, “much of it
is useless.”

3. Evaluate the sales cycle for maximum impact
Sales Cycle
Funnel Source: David Rogers, “The network is your
Customer”

4. Consider the content cube
Sales Cycle
Big Data
Security
Cloud
Analytics
SalesCycleStages
Platforms

5. Target customer questions/objections
1. Ask your sales people
2. Survey customers
3. Check competitors’ websites
4. Check analysts’ reports
5. Read reviews/media analysis

6. Content must be…
Findable
Useful
Scannable
Shareable
Actionable

7. What is content?
1. Blog posts
2. Press releases
3. Management white papers
4. Technical explainers
5. Lists
6. How-tos
7. Q&As
8. Case studies
9. Your own expert insights
10. Outside expert insights
11. Demos
12. Comparisons
13. Calculators
14. Book & movie reviews
15. Product reviews
16. Research
17. Facts & figures
18. Decision worksheets
19. Templates
20. E-books
21. Infographics
22. Diagrams
23. Posters
24. Photo essays
25. Videos
26. Cartoons
27. Courses
28. Newsletters
29. Polls
30. Quizzes
31. Apps
32. Contests
33. Webinars
34. Podcasts
35. Slide presentations
36. Great list here

8. Low-cost content sources
1. Help desk
Frequently asked questions from
customers yields talking points.
Answers from your support staff
are ready-made content
Repurpose as FAQ, blog posts,
top-10 lists, video clips
Bonus customer research and
satisfaction value

9. FAQs
•Easy content to
assemble
•High relevance
•Excellent SEO
•Persistent
•Grows over time

10. Low-cost content sources
2. Thought leaders
Ask 20 experts for an opinion –
then create an e-book
Make it easy for experts to share
the content, tapping into their
social networks in the process.
Promote to media and influencers
Builds relationships while
generating free visibility via
respected sources

11. Top Marketing Experts Share Tips on Achieving
Individualized Marketing - Teradata

12. 17 Inspirational Quotes To Drive Your Marketing
Strategy – Long Tail Pro

13. The Big Marketing Activity Coloring Book – Marketo

14. Low-cost content sources
3. Curation
Choose topics that are relevant
to your products and provide
aggregated information
Archive on a dedicated webpage
and distribute as a newsletter

15. Curate
B2B Marketing Zone
Adobe’s CMO.com

16. Game of Clouds – CloudEndure

17. The Bento Grid – Bento

18. Low-cost content sources
4. Your own experts
Showcase their expertise in
formats that demand a minimum
of their time
Using freelance talent can save
time and reduce overall costs

19. MapR’s Whiteboard Walkthroughs
34 (and counting) short videos feature tech experts
explaining big data concepts and tools

20. © Profitecture 2016© Profitecture 2015
Cloud Computing explained in less than 60 seconds –
Neomobile

21. Download link

22. High-efficiency testimonials

23. Low-cost content sources
5. Your community
Showcase their expertise in
formats that demand a minimum
of their time

24. Best of your community
Tableau’s Community Highlights Intuit’s Small Business Contest

25. Low-cost content sources
6. Re-use
Update and repackage existing
content as new
Vary media and packaging
Anniversaries and product
updates add news value
Look for “then and now” images

26. A few re-use ideas
• Update older blog posts with new information, graphics
• Create SlideShares
• Republish to Medium
• Republish to LinkedIn Pulse or a LinkedIn group
• Republish to Quora
• Create video content from blog posts
• Create audio content from blog posts
• Create ebooks based on multiple blog posts
• Create new email drip campaigns based on blog posts
• Create infographics
• Create Pinterest collections
• Bundle posts into thematic collections
• Aggregate into “best of” newsletters
Source: Buffer Blog

27. Low-cost content sources
7. Syndicate
Free sources of bonus visibility
• LinkedIn publishing platform
• Medium
• Huffington Post
• Forbes
• Business2Community
• SlideShare

28. Extend Content Life
• Content designed for modular
presentation and social sharing
• Repurpose across sales cycle and
asset type
• Recommend opportunities to reuse
Funnel Source: David Rogers, “The network is your Customer”,

29. Low-cost content sources
7. Syndicate
Free sources of bonus visibility
• LinkedIn publishing platform
• Medium
• Huffington Post
• Forbes
• Business2Community
• SlideShare

30. Takeaways
• Know the customer, the stage in the
buying cycle and key messages
• Think first, “How can I help?”
• Create content modularly for later
reassembly
• Think in terms of use across multiple
platforms
• When possible, use content you’ve
already got

31. How content professionals save money
Little things matter

32. Your tech people probably aren’t writers

33. Some skills are cheaper than you think

34. Skilled communicators are available
Daily newspaper readership by age group

35. Professionals can
provide:
• Unique, custom content
• Streamlined review and approval
cycles
• Professional production values
• Crisp, readable writing
• Optimized with keywords for SEO
• Long- and short- form assets
• Multi-platform deployment

36. Thank you!
Editor In Your
Pocket
 Team of writers with expertise in
technology, journalism, multimedia
and B2B digital marketing.
 Tiered offerings for all size budgets
 Social is baked in for optimal reach
Profitecture can satisfy all your
content needs:
• Individual or serialized blog posts
• Market overviews
• Thought-leading white papers
• E-books
• Practical guides
• Customer case studies
• Infographics
• Video interviews
• Video case studies
• Podcasts
• Webcasts
Content Marketing from Profitecture
http://profitecture.com/ @profitecture #Content4B2B

37. Content Marketing on a Budget
What You Must Know
Paul Gillin
Senior Consultant
Profitecture
@Profitecture  @Pgillin
#content4b2b
Thank You
Follow @Profitecture Tweet #content4b2b
The experts in B2B Employee Advocacy & Channel Activation