Nell Norman-Nott, Head of Marketing at LinkedIn Marketing Solutions ANZ, presented a masterclass on How to Create Great B2B Digital Content at Mumbrella360.

1. How to create B2B Digital Content
Nell Norman-Nott, LinkedIn
#M360 linkedin.com/in/nellnormannott @NellNormanNott

2. +5000 Media messages
per day

3. Nobody Remembers Much
Especially Ads
14% people remember the
last ad they saw
8% recall the product or
company
2.8% thought the ad was
relevant

4. 68% of marketers in Australia
are going to create more content and
27% are going to create the
same amount as in 2016.
“
“

5. …believe it builds trust in our
organisation among potential clients
49%
B2B Marketers don’t
value their own content
Among Creators of Thought Leadership… Among Decision Makers…
#M360 @NellNormanNott
…believe it increased trust
in the organization
82%
Business
Decision Makers
81%
C-Suite
Executives

6. B2B Marketers don’t
value their own content
…believe it gets them more RFPs
17%
…believe it invites the organisation
to propose on a project
37%
Business
Decision Makers
41%
C-Suite
Executives
Among Creators of Thought Leadership… Among Decision Makers…
#M360 @NellNormanNott

7. Audiences are blind to much of our
campaign advertising because it
mostly lacks relevance, but
thought leadership is
valuable to drive business

8. Building the
B2B Digital Content Strategy
Australia

9. Understand what Content People want
Top Types of Content Shared on Social Media

10. INFORMENTERTAIN
The B2b Content Formula
CONSISTENT
VALUE

11. Reach and Engage
The Buying Committee
TARGETED
BUYER
​Junior Decision
Makers
​Extended Buying
Committee

13. Big Rock Content

14. The Australian Marketer’s Guide To
Content Marketing
Creating The LinkedIn Australia Big Rock

16. Answer the #1 question
What is the conversation you
Want to own?
on your prospects’minds.

18. Content Pieces
Marketing Guide
Original Guide
50%
Physical Book
15%
Slideshare
5%
Sales Collateral
5%
Blog Posts
7%
Infographic
8%
Webinars
10%
Budget &
Resourcing for
content creation

19. Plan your Distribution using the 9:1 rule

20. Distribution
Marketing Guide
Search
11%
Email
5%
3rd Party Edm
11%
LinkedIn InMail
17%LinkedIn
Sponsored
Content
29%
Facebook
9%
Twitter
9%
Instagram
9%
Budget split for
distribution
channels

21. Optimisation
Marketing Guide
a b c

22. Optimisation
Marketing Guide
“Guide” saw a
100% increase
in click through
rate (CTR).

23. Optimisation
Marketing Guide
Image with a
face saw
+160% CTR,
+290% CVR
vs. image
without face.

24. Optimisation
Marketing Guide
Person looking
at the CTA
+89% CTR

25. downloads
leads
feedback
Measuring Results

26. ARE DRIVEN BY CONTENT.
OF ALL MARKETING QUALIFIED LEADS AT LINKEDIN
1/3 OF THOSE MQLS
73%
COME FROM BIG ROCK CONTENT LIKE THIS ONE.

27. If you take nothing else away today:
• Start small if you don’t have resources and budget to do a full
guide
• Begin by understanding your audience and ask what is the
conversation you can own
• What’s your budget and apply the 9:1 rule
• Test and measure to optimise
• Finally…believe in the value of your content and use data to
prove its value

28. NELL
NORMAN-­‐NOTT
linkedin.com/in/nellnormannott
Connect
on
LinkedIn
if
you
want
a
copy
of
The
Australian
Marketer’s
Guide
to
Content
Marketing.