Internet Summit presentation. How to make B2B content creation a company-wide initiative. This 12 step guide to getting more authentic and resonate content from the experts in your organization. There's few more powerful sales enablement tactics than content marketing built by experts.

1. Everyone’s a Star
Making B2B Content Creation a Company Initiative

2. Peter Mollins
VP Marketing, SAVO Group
Formerly VP Marketing, KnowledgeTree
@petermollins

3. 2/3
Of buyers said
seller content
influenced their
decision

4. 93% 94%
83%
Early
Stage
Middle
Stage
Late
Stage
Importance of Digital Sources
through Buyer’s Journey
Source: CEB

5. 65%
of content is never
used
Source: Sirius Decisions

6. Experts have
low tolerance
for fluff

7. Who’s Producing Your Content?

8. Use Your Internal Experts

9. Research Your Content Needs
1

10. Learn who is open to contribute
2

11. Don’t worry about the writing
3

12. It’s not just about writing
4

13. Turkey Dinner your content
5

14. Make it part of their job
6

15. Have a forgiving calendar
7

16. You don’t need 20 years to be an expert
8

17. Build a community
9

18. Don’t dry up the well
10

19. Celebrate success
11

20. Measure what’s working
12

21. Recap!
1. Research Your Content Needs
2. Learn Who is Open to It
3. Don’t Worry About the Writing
4. It’s Not Just About Writing
5. Turkey Dinner Your Content
6. Make it Part of their Job
7. Have a Forgiving Calendar
8. You Don’t Need 20 Years
9. Build a Community
10. Don’t Dry Up the Well
11. Celebrate Success
12. Measure what’s working

22. Everyone’s a Star
Making B2B Content Creation a Company Initiative