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Going beyond the #statusupdate



 Content strategies for b2b marketers




Presentation @marketingB2B #MarketingSummit



        Thursday 14 June 2012

                                                              @renepower
A day of discovery and
enlightenment awaits
                         http://unrealitymag.com
Why are you here?
            I don’t know                             No one follows                                                                 I don’t have
                                                                                           People I follow talk
            what content                                me / us                                                                       resource
                                                                                            rubbish and offer
            marketing is
                                                                                              me no value


                             I don’t see the
                                                                   I need a big
                              connection to                                                                                             I don’t have
      I don’t                                                        audience
                                  b2b                                                                                                       time
    know what
      to say                                                                                             It’s not
                                                                                                       measurable

                      It’s just not                            I need to
                    relevant to my                             generate                                                      I don’t know
                        business                                 leads                                                      where to start?




I   N   T   E   R    N   A   T   I   O   N   A   L     M   A   R   K   E   T   I   N   G       T   H    A   T   C   O   M   M   U   N   I   C   A   T   E   S
What I promised to talk about
Why content

     Getting off the ground

              Identifying quick wins

                    Getting seen and getting shared

                           Never running out of content
Spoiler alert




I   N   T   E   R   N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Don’t think of content as social.

              Think of content as expertise.
              Social is one route to market.


    Presentation to:                                                                                                                   www.bdb.co.uk


I     N   T   E   R    N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Inside the mind of the buyer




I   N   T   E   R   N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Content fuels trust & transaction
Broadcast is
                great




                                                            Engagement is better
I   N   T   E   R   N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Why you should be talking
                content




                                                                                            You’re in the business of
                                                                                            selling expertise
                                                                                            People buy when they trust
                                                                                            Trust takes time, people need
                                                                                            to believe
                                                                                            You need to tell your story well
I   N   T   E   R   N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
It’s good enough for Coca Cola




            http://www.thecoca-colacompany.com/socialmedia/
Why companies suck at content?


  Not relevant to audience
Not engaging or exciting   Confused with social
 All broadcast Not easy to access / share
Spammed across multiple platforms
It’s good enough for BASF
Creating a content strategy

                                                                        1. Define needs / pain
                                                                        2. Visit watering holes
                                                                        3. Curate
                                                                        4. Audit what you have
                                                                        5. Plan
                                                                        6. Create
                                                                        7. Amplify
                                                                        8. Evaluate




I   N   T   E   R   N   A   T   I   O   N   A   L   M   A   R   K   E    T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Define audience pain




                                                                                                            Identifies topics
                                                                                                            Dictates relevance
                                                                                                            Establishes trends
                                                                                                            Sets parameters


I   N   T   E   R   N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Remember the green cross code?

           Stop, look and listen...



    Presentation to:                                                                                                                   www.bdb.co.uk


I     N   T   E   R    N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Visit watering holes


•       See what works
•       What doesn’t
•       What’s being said
•       What’s missing




    I   N   T   E   R   N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Entry level: Curate
 Some powerful
  influencers and
  connectors don’t
  create anything
Curating content in five steps
 Step 1: Get a Google account
   Set up Alerts and Reader
   Hit      this button to add websites you like




 Step 2: Visit namechk & secure profiles
Curation tools
 Step 3: Set up your big five
 Step 4: Set up free Hootsuite dashboard




 Step 5: Check Reader – schedule
  updates for half an hour each morning
Audit what you have already
Goal = Quick wins
Rules for creating killer content
 Relevance
 Useful
 Valuable
 Lead
  generative
 Social
Using the Content Matrix
                 Set objectives
                 Select different
                  content marketing
                  tools




                Courtesy of
                   www.smartinsights.com
Build a content hub
 The place that all
  links return to
 Interactive not static
 Go beyond the
  expected
Creating content




I   N   T   E   R   N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Remember: Content drives
              inbound inquiry so make every
              piece count



    Presentation to:                                                                                                                   www.bdb.co.uk


I     N   T   E   R    N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Plan – editorial calendars
 A calendar focuses minds and resource
Amplify




I   N   T   E   R   N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Amplification
    Access influencers and customers: 140m
 The biginfivesector, 1,000’ssearchusers worldwide. 8.6m UK,
   100,000s your deliver in your groups.    optimisation,
  brand amplification and audience
     Media, influencer and customer contacts. Build influence and distribute
    content.  Access influencers and customers: 140m users worldwide.
              8.6m UK, 100,000s in your sector, 1,000’s in your groups.
     Half of all search is video makes YouTube search engine a must.
                Media, influencer and customer contacts. Build influence and
     800m users; lines content.
               distribute of personal-professional ever blurring.

               Half of all search is video makes YouTube improve over
     Given priority in SERPS. Uptake and functionality willsearch engine a
    time.     must.

               800m users; lines of personal-professional ever blurring.

               Given priority in SERPS. Uptake and functionality will
              improve over time.
Relevant, targeted usable content
              is digital marketing rocket fuel.

              Valuable content gets shared.


    Presentation to:                                                                                                                   www.bdb.co.uk


I     N   T   E   R    N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Can content be measured?
 Buzz by no of posts buzz by impressions shift in buzz channel buzz
     buzz by time of day    seasonal buzz competitive buzz            category/topic buzz
 asset popularity buzz by customer type mainstream media mentions
  buzz by stage in DM process     mainstream media mentions            installs   downloads
    growth rate of fans follows friends contacts no of pass alongs
                  uploads    favourites likes comments          ratings
      recommends embeds bookmarks subscriptions page views
  increase in searches %of buzz with links     no of views/interactions polls     virtual gifts
     clickthroughs changes in search ranking type reach channel
                    tags popularity      contest entries leads generated
geography volume of posts impressions time spent clicks contributions
                     products sampled        store visits    trials
by bloggers chatrooms wikis online sales offline sales savings change
                             customer acquisition & retention
in share AEV event response event attendance satisfaction feedback
                                        complaint handling
Takeaways

                                                                                       1. Keep focused
                                                                                       on actions and
        Free your                                Use
                                                                                       outcomes
        single use                               actionable
        content from                             information
                                                                                       2. Map types of
        the archive                              to position
                                                                                       content to
                                                 expertise
                                                                                       audience and
                                                                                       stages of the
            Research where                                                             buying process
            your audience                    Refine,
            goes and what                    repurpose &                               3. Remember the
            they are                         repackage                                 eight steps
            looking for                       your existing
                                              material                                 4. Create a
                                                                                       calendar to map
                                                                                       resource


I   N   T    E   R   N   A   T   I   O   N   A    L    M   A   R   K   E   T   I   N   G   T   H   A   T   C   O   M   M   U   N   I   C   A   T   E   S
Recommended
Websites
 Smart Insights blog
 Content Marketing Institute blog
 Hubspot blog
 Problogger

Books
 Inbound Marketing: Get found using Google, social media an
   Dharmesh Shah / Brian Halligan
 Content Rules CC Chapman
More?
@   www.bdb.co.uk
    0161 925 4700
    @bdbmarketing
    BDBmarketing                       My first book Seven steps to
                                         BRILLIANT B2B digital
                                       marketing with Dave Chaffey
                                             due August 2012

                                       Email or follow to be kept up
    rene@bdb.co.uk                                to date
    http://twitter.com/renepower
    http://uk.linkedin.com/in/renefp
    http://marketingassassin.co.uk

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Going beyond the status update - Barrett Dixon Bell

  • 1. Going beyond the #statusupdate Content strategies for b2b marketers Presentation @marketingB2B #MarketingSummit Thursday 14 June 2012 @renepower
  • 2. A day of discovery and enlightenment awaits http://unrealitymag.com
  • 3. Why are you here? I don’t know No one follows I don’t have People I follow talk what content me / us resource rubbish and offer marketing is me no value I don’t see the I need a big connection to I don’t have I don’t audience b2b time know what to say It’s not measurable It’s just not I need to relevant to my generate I don’t know business leads where to start? I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 4. What I promised to talk about Why content Getting off the ground Identifying quick wins Getting seen and getting shared Never running out of content
  • 5. Spoiler alert I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 6. Don’t think of content as social. Think of content as expertise. Social is one route to market. Presentation to: www.bdb.co.uk I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 7. Inside the mind of the buyer I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 8. Content fuels trust & transaction
  • 9. Broadcast is great Engagement is better I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 10. Why you should be talking content You’re in the business of selling expertise People buy when they trust Trust takes time, people need to believe You need to tell your story well I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 11. It’s good enough for Coca Cola http://www.thecoca-colacompany.com/socialmedia/
  • 12. Why companies suck at content? Not relevant to audience Not engaging or exciting Confused with social All broadcast Not easy to access / share Spammed across multiple platforms
  • 13. It’s good enough for BASF
  • 14. Creating a content strategy 1. Define needs / pain 2. Visit watering holes 3. Curate 4. Audit what you have 5. Plan 6. Create 7. Amplify 8. Evaluate I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 15. Define audience pain Identifies topics Dictates relevance Establishes trends Sets parameters I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 16. Remember the green cross code? Stop, look and listen... Presentation to: www.bdb.co.uk I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 17. Visit watering holes • See what works • What doesn’t • What’s being said • What’s missing I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 18. Entry level: Curate  Some powerful influencers and connectors don’t create anything
  • 19. Curating content in five steps  Step 1: Get a Google account  Set up Alerts and Reader  Hit this button to add websites you like  Step 2: Visit namechk & secure profiles
  • 20. Curation tools  Step 3: Set up your big five  Step 4: Set up free Hootsuite dashboard  Step 5: Check Reader – schedule updates for half an hour each morning
  • 21. Audit what you have already Goal = Quick wins
  • 22. Rules for creating killer content  Relevance  Useful  Valuable  Lead generative  Social
  • 23. Using the Content Matrix  Set objectives  Select different content marketing tools Courtesy of www.smartinsights.com
  • 24. Build a content hub  The place that all links return to  Interactive not static  Go beyond the expected
  • 25. Creating content I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 26. Remember: Content drives inbound inquiry so make every piece count Presentation to: www.bdb.co.uk I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 27. Plan – editorial calendars  A calendar focuses minds and resource
  • 28. Amplify I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 29. Amplification  Access influencers and customers: 140m  The biginfivesector, 1,000’ssearchusers worldwide. 8.6m UK, 100,000s your deliver in your groups. optimisation, brand amplification and audience  Media, influencer and customer contacts. Build influence and distribute content.  Access influencers and customers: 140m users worldwide. 8.6m UK, 100,000s in your sector, 1,000’s in your groups.  Half of all search is video makes YouTube search engine a must.  Media, influencer and customer contacts. Build influence and  800m users; lines content. distribute of personal-professional ever blurring.  Half of all search is video makes YouTube improve over  Given priority in SERPS. Uptake and functionality willsearch engine a time. must.  800m users; lines of personal-professional ever blurring.  Given priority in SERPS. Uptake and functionality will improve over time.
  • 30. Relevant, targeted usable content is digital marketing rocket fuel. Valuable content gets shared. Presentation to: www.bdb.co.uk I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 31. Can content be measured? Buzz by no of posts buzz by impressions shift in buzz channel buzz buzz by time of day seasonal buzz competitive buzz category/topic buzz asset popularity buzz by customer type mainstream media mentions buzz by stage in DM process mainstream media mentions installs downloads growth rate of fans follows friends contacts no of pass alongs uploads favourites likes comments ratings recommends embeds bookmarks subscriptions page views increase in searches %of buzz with links no of views/interactions polls virtual gifts clickthroughs changes in search ranking type reach channel tags popularity contest entries leads generated geography volume of posts impressions time spent clicks contributions products sampled store visits trials by bloggers chatrooms wikis online sales offline sales savings change customer acquisition & retention in share AEV event response event attendance satisfaction feedback complaint handling
  • 32. Takeaways 1. Keep focused on actions and Free your Use outcomes single use actionable content from information 2. Map types of the archive to position content to expertise audience and stages of the Research where buying process your audience Refine, goes and what repurpose & 3. Remember the they are repackage eight steps looking for your existing material 4. Create a calendar to map resource I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
  • 33. Recommended Websites  Smart Insights blog  Content Marketing Institute blog  Hubspot blog  Problogger Books  Inbound Marketing: Get found using Google, social media an Dharmesh Shah / Brian Halligan  Content Rules CC Chapman
  • 34. More? @ www.bdb.co.uk 0161 925 4700 @bdbmarketing BDBmarketing My first book Seven steps to BRILLIANT B2B digital marketing with Dave Chaffey due August 2012 Email or follow to be kept up rene@bdb.co.uk to date http://twitter.com/renepower http://uk.linkedin.com/in/renefp http://marketingassassin.co.uk

Editor's Notes

  1. BDB digital credentials V1 Jan 2012
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