This document provides an introduction to content marketing for B2B businesses, explaining its significance, strategies, and benefits. It outlines the content marketing model that transforms strangers into promoters through a series of well-defined steps and emphasizes that content marketing is particularly effective for B2B markets with complex products. The conclusion highlights the shift from interruption marketing to permission marketing, indicating that B2B companies have much to gain by adopting content marketing strategies.

1. introduction to
CONTENT MARKETINGfor B2B

2. Overview
Content marketing is the new buzzword
in digital strategies. But few of us really
know what content marketing means, or
what it can do for B2B businesses.
In this presentation, we introduce
content, its strategies and its principles
in a B2B context.
Ready? Let's make content!
Anabelle Bernard Fournier
Content Strategist
Stikky Media

3. Content
The concept of "web content" includes a wide
range of things:
Website copy (blog, static pages)
eBooks
Social media updates
Graphics and pictures
Videos
Music
Presentations
Webinars
Etc.
Anything that is
delivered through
the web is
content!

4. Content
The purpose of web content is to:
Attract
Inform
Entertain
Influence
Teach
Connect
Share
Your business, sales and
marketing strategies will
determine the purpose of
your content.

5. "I have my website. Our team tweets a little.
We have a Facebook page. Why focus on
producing content?"
That's a question we often get, especially
from our B2B clients. Seeing the ROI of
content can be difficult when managers are
used to traditional sales-driven metrics.
"There is no single metric you can show your boss that will categorically give the
ROI of the content you produce" -Kieran Flanagan, Hubspot
Content production

6. Content marketing
Content marketing has tangible benefits:
Increases leads
Increase sales
Attracts more visitors
Raises your prices
Improves your search results position
Decreasesmarketingandadvertisingcosts
Planned and executed by marketing professionals, your
content marketing efforts will drive traffic to your site and
increase leads. It’s capable of playing a role in helping you
better qualify leads, too. -Barry Feldman, Convince and
Convert.
"

7. Content marketing
Content marketing also has intangible
benefits:
Proves your expertise
Builds trust
Spreads awareness
Educates prospects, clients and employees
Influences purchasing decisions
Improves customer service
Attracts the right clients
Connects you to other experts

8. Content marketing
model
The most consistently usedcontent marketing
model, in both B2B and B2C, has 4 steps:
Turning strangers into visitors
Turning visitors into leads
Turning leads into customers
Turning customers into promoters
Models from different companies will use
different words, but the steps are always
essentially the same.
Strangers
Visitors
Leads
Customers
Promoters

9. Attracting strangers
Each step of the model uses a different set of
tools.
To attract strangers, content marketers use:
Search engine optimization
Blogs
Social media

10. Catching leads
Once strangers are on your website, they
become visitors. To turn them into leads,
provide them with:
Calls to action to click
Forms to fill
Landing pages to visit
The point of these tools is to gather email
addresses (always with the consent of the
person) by offering "gated" free content.

11. Making customers
Once you've captured visitors' emails and
turned them into leads, you must convince
them to buy your product or service by:
Identifying and classifying them
Sending them emails
Listening to their buying signals
Of course, giving them more content in the
form of blog posts, ebooks and webinars is
going to strengthen their trust in your
company.

12. Motivating promoters
The last step of the process is to motivate
your satisfied customers to promote your
product or service. You can:
Organize events
Launch contests
Invite their contribution to your content
Motivated promoters are going to spread the
word to even more strangers, starting the
cycle all over again.

13. Content for B2B
markets
The beautiful thing about content marketing
(also known as inbound marketing) is that it
works for every market--yes, even the most
obscure B2B field. In fact, it's especially
effective for B2B.
B2B customers have a long buying cycle that
can be supported by publishing content and
using email campaigns.

14. Content for B2B
markets
B2B marketers constantly face the challenge
of explaining complex products, but longer
content forms like ebooks, webinars and
presentations make it much easier.
Inbound marketing is also a great way to
segment your leads and provide personalized
information that responds to specific needs.

15. Conclusion
Content marketing has completely changed
the way people do business. Permission
marketing has supplanted interruption
marketing. Coldcallsare no longernecessary,
as leads now warm themselves.
B2B marketing has yet to completely adopt
content marketing, yet these are the
companies that have the most to gain by this
model.

16. All Digital. Real Sweet.
Our website: www.stikkymedia.com
Our blog: www.stikkymedia.com/blog
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Email us
info@stikkymedia.com
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1-888-819-3756