Festival of marketing content marketing b2 b_giuseppe caltabiano v2

Content Marketing Strategy for B2B
Businesses: A Guide in 10 Easy Steps
Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric
Confidential Property of Schneider Electric
Festival of Marketing, London

What is a story?
@giusec
‘Story’, from latin Historia: recital of true events;
narrative of fictitious events meant to entertain

When is a story effective?
@giusec
When told well and succeeds
in convincing you of its point

When we feel fulfilled and
it becomes OUR experience

Confidential Property of Schneider Electric |
“Marketing is no longer about the stuff that you make,
but about the stories you tell” – Seth Godin
@giusec

The first Banner Ad (1994)
Content Marketing Strategy for B2B: a guide in 10 steps
Page 6Confidential Property of Schneider Electric |
44% CTR
Today the average is 0.04%

Content Marketing is the process of developing & sharing
relevant, valuable and engaging content to target audience
with the goal of acquiring new customers or increasing
business for existing customers.

You get what you give
@giusec
“It’s the brand that gives away the most useful
information that wins.”
- Andy Crestodina, Orbit Media

B2B = still Boring to Boring?
• Historically B2B required a more rational approach
• New technologies and new channels (social media)
are changing the way B2B companies approach
clients
• Content Marketing discipline is facilitating a visible
convergence between B2B and B2C
• Content Marketing has been adopted by B2B
companies at faster speed than B2C

Starting a Content Marketing Journey

My Content Marketing spiritual guides…
Jason Miller, LinkedIn Joe Pulizzi, CMI Pam Didner

My Social Media spiritual guides…
Asia (11 yrs) Maya (8 yrs)

(B2B) Content Marketing Strategy in 10 Steps

1. The case for change

Define the case for change and gain organizational buy-in
Content Marketing strategy in a large B2B enterprise
• Make sure all stakeholders understand the case for
change:
• Increase Marketing Opportunities
• Simplify the content creation and management process;
redefine content production ecosystem
• Integrate Content, PR, Social Media
– The most innovative companies have merged social, content
and PR
• Improve geographical distribution and amplification

2. Content Marketing
Business Plan & Mission
3. Alignment with
Company’s brand

The destination for Data Center
Professional.
We want to provide relevant content to
help simplify the process of assessing,
planning, designing, building and
operating data centers.
Business Alignment, Mission Statement
• Content Marketing is part of a wider Marketing Plan
and has to be aligned with Business priorities and
company’s brand strategy
• Content Marketing wants its own mission statement
Insights, Inspiration and Connections
to grow your business.
Content Loop is a brand content
partnership, developed by Capgemini and
Linkedin providing the latest news and
insights to help business and IT decision
makers stay up to date with the latest
news.
AMEX
SCHNEIDER ELECTRIC DATA CENTERCAPGEMINI CONTENTLOOP
Your Content Strategy has to be documented

4. Editorial Process

From Content Chaos to Content Strategy

ONE Content Editorial Board is the place where all things happen.
The editorial board manage planning, production and distribution of all contents through all channels.
Define Content Marketing Roles and Functions
• Content Marketer/Editor.
Strategizes, writes, and oversees
content projects to ensure brand
consistency and alignment with
business objectives.
• Channel Managers. Distributes
content across social channels,
engages online communities, and
contributes to content projects.
• Analytics. Defines best/ worst
performers, conversion optimization
and measurement communications
• Designer. Brings content to life
through the user experience and
rich visuals.
• Contributors. Any content creator -
blogger, photographer, designer -
who contributes to your project.
• SEO/Paid Specialist. Manages the
paid distribution of content online.

Involving major stakeholders and SMEs is a critical win
• You need to put in place a
“content production
ecosystem”
• An internal content factory is
a competitive advantage
• A good balance between
internal and external content
creator
Inside our Content Factory: the
“Data Center Science Center”

5. Define audience,
personas, buyer journey

Persona Definition is the foundation of Content Marketing

Persona types
IT Professional
C-level
Colocation
DC Professional
Plant / Facility Mgr
IT Reseller

Persona, Buyer Journey and Content Mapping are the core of
our Campaign & Content strategy
IT Professional
C-level Colo
DC Professional
Plant / Facility Mgr
IT Reseller
PurchaseAwareness Consideration
Checklists
eGuides
eBooks
White Papers
Editorial Content
Analyst Reports
Bog Posts
Videos
Catalogs
Webinars
Case Studies
White Papers
Samples
Product Spec Sheets
Free Trials
Demos
Consultations
Estimates
Quoted
Coupons
SE Blog
APC.com
SE.com
APC Blog
Persona profiling
Buyer Journey and Content Mapping
Content Hubs
PurchaseAwareness
Early stage Late stage

4 amazing examples of Content Mktg
Page 26@giusec
Content Loop, Cap Gemini Txchnologist, GE
StarWars microsite, LEGODestinations, Lonely Planet

Blog is at the core of our Content Marketing strategy
• WordPress
• Our most successful content hub since 2011
• Average blog generates +4,000 views and
+150 shares per post (LI, Twitter, FB)
• IT Division Data Center blog count as +50%
of overall traffic and content (22 active int
and ext bloggers)

6. Content distribution &
amplification

The YAY-BOO! Scale Content Dist Channels and Social Media
YAY!
BOO!
(B2B version)

@giusec
“Content Strategy comes first. Social Media and
Channel Strategy will follow.”
- me

“It’s not the best content that win:
its the best promoted content”
- Andy Crestodina, Orbit Media

POEM: Paid drives to Owned which drives to Earned Media

8. Big Rocks and Turkey
Slices (“The Content
Marketing Power Law)

Two Content Marketing analogies: Big Rocks and Turkey Slices
Big Rocks
• “Big Rock” is Highly Valuable Content. It is a
substantial piece of content based on the idea of
becoming the definitive guide to a conversation that
we want to own
“Thanksgiving analogy” and Turkey Slices
• The idea is to look for opportunities to repurpose
content that you already have (as you’re repurposing
thanksgiving food for some time…)
Content Distribution &
Amplification
Content

The Content Marketing “Power Law”
UniquePageViews
Pages
• More content doesn’t get more
results
• Top 10% of your posts are your
“big rocks”
• The concept of the
“Atomization” of content
• If your content calendar is
holding you to production goals,
you’re doing it wrong.
The top 10% of posts (content) got more
pageviews than the next 90% combined

Examples of “Big Rock” content

Content Marketing Framework
Blog Traffic
TWITTER SHARES FACEBOOK SHARESLINKEDIN SHARES
(Even More)
Blog Traffic
Ppt on Slide Share
Customer
Testimonial
Webinar
“Meet the Expert”
video
GATED CONTENT
(WPs, E-BOOKS, ETC.)
MARKETING OPPS $
eNEWSLETTER +
PAID MEDIA
Earned
Media
SEO/KEYWORDSTRATEGY
Paid Media
Owned
Media
Owned
Media
“Big Rock”
content

Content Marketing is NOT a Campaign
A Campaign is a structured set of Programs enabled by Content

How to understand that you are doing things right…
When conversations like:
will be replaced by:
“I’m missing a few assets and then I’ll launch our
next campaign”
“I’m missing a couple of turkey slices and then I’ll
launch the next big rock”

9. Metrics

Page views
Content dashboard – Summary
Content contribution to pipeline for e-
DM and non-paid Social
Traffic
Unique Visitors
Backlinks
Sources of traffic
Engagement
Bounce rate
New vs. Returning visitors
Time spent on site
Shares by content type
Conversions
Opt-in rates
Click through rate
Number of leads
ROI
Listening
Share of Conversations (SoC)
Customer Sentiment
Branded Search

After one year our engagement/conversion figures are growing
2015
2016
29.22%
Sessions
29.22%
Users
17.39%
Pageviews
1.00%
New Sessions
Source: Google Analytics – Time period Jan 1- Sept 17, 2016 compared with same period in 2015
“Data Center” is the single largest page view category on the site representing 20% of all pageviews

Results are encouraging!
6% Average Conversion Rate
6%
6x
• 6x higher (average) than the traditional campaign
• 1% average response rate with WP downloads
• Average response rate is 0.3/0.5% for DM and less
than 0.3% for adverts
2 2 Countries piloting Big Rocks: India and the UK

10. Pilots

Content marketing success takes time. Set up a pilot program
as a test, and then, if it’s successful, roll ahead with the series

1. The case for
change
2. Content
Marketing
Business Plan &
Mission
3. Alignment
with Company’s
brand
4. Editorial
Process
5. Define
personas and
buyer journey
6. Content
distribution &
amplification
8. Big Rocks
and Turkey
Slices
9. Metrics
10. Pilots

All in One Page
Build a case for change, document your strategy and align your
content marketing strategy to business plan & company’s brand
message; define your audience and learn about your customers’
buyer journey; secure proper distribution & amplification and
identify the best performing content to optimize your results.
Repurpose and refresh existing content. Always measure results.
Set up a pilot program as a test, and then, if it’s successful, roll
ahead with the series.
“
”

And this is just the beginning…
Page 48
@giusec

Festival of marketing content marketing b2 b_giuseppe caltabiano v2

Festival of marketing content marketing b2 b_giuseppe caltabiano v2

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