How to Create Engaging B2B Content
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Every B2B marketer knows the struggle is real. It’s not easy to create engaging content. Engaging your audience isn’t about trying to shock them through gimmicks and off-brand quips. It’s about truly understanding who’s at the receiving end of your content: Real people. Unless you understand what keeps them up at night and what gets them excited, your content marketing simply won’t cut through the clutter and generate results.
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How to Create Engaging B2B Content
- 1. @uberflip#uberwebinar Kristi Mason Brand & Content Director, Dyn @KristiSpeaks Hana Abaza VP Marketing, Uberflip @hanaabaza HOW TO CREATE ENGAGING B2B CONTENT! Kelly O’Hara Content Marketing, Dyn @KellOHara
- 2. @uberflip#uberwebinar HOW TO CREATE ENGAGING B2B CONTENT! Kristi Mason Brand & Content Director, Dyn @KristiSpeaks Hana Abaza VP Marketing, Uberflip @hanaabaza Kelly O’Hara Content Marketing, Dyn @KellOHara
- 3. @uberflip#uberwebinar Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
- 4. @uberflip#uberwebinar Prelude; B-to-B Content Challenge For most of us we are not selling a sexy product. !
- 5. @uberflip#uberwebinar Prelude; B-to-B Content Challenge For most of use we are selling a utilitarian solution. !
- 6. @uberflip#uberwebinar Prelude; B-to-B Content Challenge
- 7. @uberflip#uberwebinar Prelude; B-to-B Content Challenge So, how do people like us create engaging content in a solutions world?! ! • Sans emotion! • Sans impulse! • Value! • Stakeholders! • Cluttered! • Motivation to take action!
- 8. @uberflip#uberwebinar Topics We’ll Cover ü Personas! ü Stages of the buyers’ journey! ü Personality for engagement ! ü Distribution strategy! !
- 9. @uberflip#uberwebinar Who is your target buyer?
- 10. @uberflip#uberwebinar Challenges?! Initiatives?! Buyer role?! Watering holes?! Interaction preferences?! ! Do you know who your buyer is?
- 11. @uberflip#uberwebinar Develop Buyer Personas 1.) Quantitative Data! • Net new wins over 1-year period! • Titles and departments! • Cross referenced with LI titles! • Top recurring titles and departments!
- 12. @uberflip#uberwebinar Develop Buyer Personas 1.) Quantitative Data! • Net new wins over 1-year period! • Titles and departments! • Cross referenced with LI titles! • Top recurring titles and departments! 2.) Qualitative Data! • Conduct 5-10 interviews within each title! • Interview set is representative of regions,! segmentations and verticals. Verify! • Aggregate information to create personas!
- 13. @uberflip#uberwebinar Develop Buyer Personas 1.) Quantitative Data! • Net new wins over 1-year period! • Titles and departments! • Cross referenced with LI titles! • Top recurring titles and departments! 2.) Qualitative Data! • Conduct 5-10 interviews within each title! • Interview set is representative of regions,! segmentations and verticals. Verify! • Aggregate information to create personas! 3.) Operationalize! • Insights must flow through GTM areas within the org (ex: marketing ops)! • Present the personas in a way that is ! meaningful to each department, their ! drivers and challenges!
- 14. @uberflip#uberwebinar Develop Buyer Personas 1.) Quantitative Data! • Net new wins over 1-year period! • Titles and departments! • Cross referenced with LI titles! • Top recurring titles and departments! 2.) Qualitative Data! • Conduct 5-10 interviews within each title! • Interview set is representative of regions,! segmentations and verticals. Verify! • Aggregate information to create personas! 3.) Operationalize! • Insights must flow through GTM areas within the org (ex: marketing ops)! • Present the personas in a way that is ! meaningful to each department, their ! drivers and challenges! 4.) Content Architecture! • Once you know who your buyer is, create a buyers’ journey content roadmap ! • Create a messaging map for each ! persona that addresses their challenges,! initiatives, and gives value !
- 15. Develop Buyer Personas Nurture Stream 37% increase in opens! 478% increase in CTR! PROOF
- 16. @uberflip#uberwebinar Stages of the buyers’ journey
- 17. @uberflip#uberwebinar Stages of the buyers’ journey Awareness! Consideration! Purchase!
- 18. @uberflip#uberwebinar Stages of the buyers’ journey Awareness! Consideration! Purchase! Blogs! Whitepapers! Earned media! Infographics! Slideshares! Videos! Curated content! Trend reports! ! ! “I know there is a ! solution that exists to my problem.”!
- 19. @uberflip#uberwebinar Stages of the buyers’ journey Awareness! Consideration! Purchase! Blogs! Whitepapers! Earned media! Infographics! Slideshares! Videos! Curated content! Trend reports! ! ! Whitepapers! E-Books! Website/landing pages! Industry reports! Demos / trials! Customer case studies! Product video! “I know there is a ! solution that exists to my problem.”! “I see value in your ! solution & why I should ! add you to our short list.”!
- 20. @uberflip#uberwebinar Stages of the buyers’ journey Awareness! Consideration! Purchase! Blogs! Whitepapers! Earned media! Infographics! Slideshares! Videos! Curated content! Trend reports! ! ! Whitepapers! E-Books! Website/landing pages! Industry reports! Demos / trials! Customer case studies! Product video! Analyst research! Product/solution Literature! Demos! ROI tools! Customer case studies! Customer references! “I know there is a ! solution that exists to my problem.”! “I see how ! you’re different from other ! solutions & why you’re the right choice.” ! “I see value in your ! solution & why I should ! add you to our short list.”!
- 21. @uberflip#uberwebinar Stages of the buyers’ journey Content can also be helpful in other areas…! Solutions ! messaging à tie! to the product ! messaging! ! Internal ! Education! Advocacy! Empower the ! market to market your message!
- 22. @uberflip#uberwebinar Persona Based Content Roadmap AwarenessConsideration Sys/Network Admin Informative tech blogs! Social media! Tech case whitepapers! Edu videos! Infographics! Business case whitepapers! Case studies! Reports & Guides!
- 23. @uberflip#uberwebinar Persona Based Content Roadmap AwarenessConsideration Sys/Network Admin Mid Managers Informative tech blogs! Social media! Tech case whitepapers! Edu videos! Infographics! Business case whitepapers! Case studies! Reports & Guides! Business case blogs! Slideshares! Infographics! Reports! Business case whitepapers! Case studies! eBooks! Solution overviews!
- 24. @uberflip#uberwebinar Persona Based Content Roadmap AwarenessConsideration Sys/Network Admin Mid Managers Founders/C-Level Informative tech blogs! Social media! Tech case whitepapers! Edu videos! Infographics! Business case whitepapers! Case studies! Reports & Guides! Trials/Demos! Business case blogs! Slideshares! Infographics! Reports! Business case whitepapers! Case studies! eBooks! Solution overviews! Thought leadership blogs! Social Media! Videos! Curated content! Case studies! ROI tool! Product overviews!
- 26. @uberflip#uberwebinar Engagement & Personality Humanize your content! Make it engaging! Visuals ! Easy to consume! Connect the dots! !
- 28. @uberflip#uberwebinar Engagement & Personality Buffer has humanized just about every ! customer touch point. ! !
- 29. @uberflip#uberwebinar Engagement & Personality Slack has cracked the code on engagement through humor. ! !
- 30. @uberflip#uberwebinar Engagement & Personality Wistia, a video hosting platform, uses actual people in almost all of their content. ! !
- 31. @uberflip#uberwebinar Tracking Engagement Social shares! Time on page! Pages per session! Heat maps! Video drop offs! Exits/Bounces! !
- 33. @uberflip#uberwebinar Most zoomed! Most viewed! Longest time-on-page! Engagement & Personality
- 37. @uberflip#uberwebinar Content Distribution Hub and spoke model ! HUB blog socialwebsite email video slideshare
- 38. @uberflip#uberwebinar Content Distribution Hub and spoke model ! Website Outages of the Century blog socialwebsite email video slideshare Business Continuity ! on a Budget! The Importance of Having a Business Continuity Plan! 3-part video series!Use in first touch nurture! Content hub with CTA promotions!
- 39. @uberflip#uberwebinar Create content for your content webinar
- 40. @uberflip#uberwebinar “Useful + Enjoyable + Inspired = Innovative Content.” ~ Ann Handley, MarketingProfs !
- 41. @uberflip#uberwebinar QUESTION TIME! Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberflip.com Kristi Mason Brand & Content Director, Dyn @KristiSpeaks Kelly O’Hara Content Marketing, Dyn @KellOHara