The C2C Power Panel: Crafting A Killer B2B Content Strategy

•

1 like•550 views

What's better than hearing from one content marketing superstar? Hearing from three of them – all in a single, information-packed panel discussion, featuring: • Joe Pulizzi, Founder of the Content Marketing Institute • Ann Handley, Author of Content Rules • Ardath Albee, CEO of Marketing Interactions, Inc. In this session, this all-star team will cover: • Planning Your Content Strategy • Deploying Your Content in the Right Formats • Amplifying Your Content Across All Channels This is a rare opportunity to hear from three of the industry's most respected leaders as they tackle questions every B2B marketer should be focused on answering.

Technology Business

#B2BContentEvent#B2BContentEvent
Ann Handley
!   Chief Content Officer
MarketingProfs
!   Co-author
Content Rules
!   @marketingprofs

#B2BContentEvent
2
Why Are We Here?
Just 36% believe their
content marketing is effective

#B2BContentEvent
3
“The best marketing
doesn’t feel like
marketing.”
-- Tom Fishburne
Marketoonist.com

#B2BContentEvent
4
Your story
isn’t about
YOU …

#B2BContentEvent
"

This new model is
not a task or channel.
It’s a mindset.

#B2BContentEvent#B2BContentEvent

Strategy before tactics.

#B2BContentEvent
It doesn’t have to be
complicated:
!  
WHY?
WHAT?
WHEN?
WHERE?
HOW?

#B2BContentEvent#B2BContentEvent
Unique visitors up 304%
Page views up 172%
Time on site up 50%
Earned media coverage.

#B2BContentEvent
14
The best content is:
- Packed with UTILITY
- Seeded with INSPIRATION
- Honestly EMPATHETIC

#B2BContentEvent
17
Would your network
THANK YOU
for your content?

#B2BContentEvent
18
Would your network
THANK YOU
for your content?
&….would your network’s
network?

#B2BContentEvent
20
Honest empathy:
Resource for people who
work at home.

#B2BContentEvent
21
Honest empathy, redux:
Even if you are a tech company, your
story is about people.

#B2BContentEvent
Two-minute
case study:
Kinvey

#B2BContentEvent
24
Content as a service:
Ultimate in utility.

#B2BContentEvent
25
“Your top-of-funnel
content should be
intellectually
divorced from your
product, but
emotionally wed to
it.”
– Joe Chernov, Kinvey

#B2BContentEvent
26
“Your top-of-funnel
content should be
intellectually divorced
from your product, but
emotionally wed to it.”
– Joe Chernov, Kinvey
25% of all leads in
Q4 2012

#B2BContentEvent#B2BContentEvent
If your customer signed your
paycheck, what would your
marketing look like?

#B2BContentEvent
29
ann@marketingprofs.com
@marketingprofs
annhandley.com
Thank you,
#B2BContent Event!

With over 150 million visitors viewing over 6 billion pages a month, Reddit is simply one of the best opportunities to connect directly with your brand’s target audience. As a Redditor for over 8 years who has run thousands of successful campaigns, Brent will break down recent examples of big brand successes on this hyper-engaged social platform, and run through ideas for your own brand's Reddit strategy.

How to Skip the Algorithms Creating Time Relevant Content

We Are Marketing

Brittan Bright - Interactivity is Interpersonal - Real Work Requires #RealTalk

Seattle Interactive Conference

Brittan Bright, iAcquire Interactivity is Interpersonal - Real Work Requires #RealTalk Presented at Seattle Interactive Conference 2013 How often do we discuss what it requires to get the incredible work presented at conferences to happen? Presentations don’t often include details of the sleepless nights, politics, dropped balls, creative differences, differing work styles and obstacles certain to pop up in even the most amicable of collaborations. Let’s get real about navigating the red tape, red lights and red faces and talk about what it really takes to overcome what is holding back our work.

9 inbound marketing insights revealed 2014

HubSpot

Recently, HubSpot launched our first edition of the State of Inbound UK report: Inbound Insights UK – 2014. We surveyed marketing professionals across the UK, both leaders and practitioners, to find out what the current trends in marketing are. This extensive research aims to specifically help marketers in the UK set realistic benchmarks as well as focus on issues where they may be lagging behind on. For example, the relationship between sales and marketing is ever-increasing and the data indicates strongly that businesses that align these two departments outperform those that don’t by a significant margin. We came up with many fascinating facts on the state of inbound marketing in the UK. The nine most remarkable discoveries were rolled into this SlideShare

50 Essential Content Marketing Hacks (Content Marketing World)

Heinz Marketing Inc

Going Beyond Digital Marketing to Make Your Business Grow

We Are Marketing

Content Marketing World 2014 Social Selling with LinkedIn

Koka Sexton 💼

How the world's most successful marketers decide what to create, where to distribute it, and how to measure it. Facebook or Snapchat? Email or Youtube? Marketing automation or direct mail? Instagram stories or LinkedIn? It's never been easier to be overwhelmed with opportunities to market our products and services to ever growing audiences. But even the most resource-rich brands in the world have to make tough choices. How do we decide what's going to make the biggest impact on our business? It turns out some of the most successful marketers don't see these as choices. In fact, they think the answers are obvious. But how? In this opening keynote presentation, bestselling author and keynote speaker, Michael Brenner will uncover the simple framework you too can use to decide what activities will have the biggest impact on your bottom line. He'll show you how brands, big and small, have re-invigorated their marketing (and increased sales) by using one simple question that turns you into a champion marketer. You'll embrace the three easy approaches that turn complicated marketing decisions into obvious choices. And, most importantly, Michael will show you how to find the time and resources to do the things that have the greatest impact. Are you ready to rethink your 2017?

How to Build Transformational Organization Wide Marketing

Bernie Borges

The modern marketing department has an overwhelming responsibility. In many ways, the deck is stacked against marketers. Demands from the c-suite to demonstrate ROI on marketing spend is at an all time high. The tools and technology are changing at lightning speed. Resources are limited. Additionally, most of a brand’s expertise rests in the employee ranks across various departments where these employees engage directly with customers and consequently have a deeper knowledge of the customer’s buying journey. The modern marketing department is undergoing a transformation whereby the marketing function can no longer be considered the sole responsibility of one department called marketing. Enterprise-wide marketing is not an option. The modern marketer must build consensus with other departments to willingly participate in strategies and tactics that help to humanize the brand and to communicate the promise of the brand. Bernie Borges, a Futurist and Social Business Strategist offers a framework for any business to implement an organization-wide marketing plan.

Making Sense of Analytics

Dana DiTomaso

5 Keys to Unlocking Engagement - Marketing Slam Proposal

Lindsey Dunn

NTC 2017 Growth Hack Your Marketing Plan

Kimbia, Inc

You’re working on a marketing plan for the coming fiscal year and trying to determine where to focus. You may be thinking to yourself, “How can I communicate the critical needs of my mission on such a scrappy marketing budget? How do I prioritize and know that I’m focusing in the right areas?” Join online fundraising and marketing nerd Taylor Shanklin as she walks you through the steps to build out an effective marketing and communications plan. Having worked with nonprofits large and small, Taylor has built online fundraising and marketing plans on a variety of scales and budgets.

Enterprise toronto june 11Marketing CoPilot - Marie Wiese

Finding and Creating Budget-Friendly Images

Catherine Whitlock, M.S.

From the 2017 Nonprofit Technology Conference Learn how to create or choose appropriate images, find free or affordable quality images, understand image permission types, and organize media libraries. Imagery is an important part of engaging your constituents through storytelling. But from ensuring appropriate representation, to following the law, there’s much more to finding the right image than many realize. This session will discuss: - The Resourceful: How can you create beautiful graphics without a background in graphic design and without special design software? What tools and strategies can help you create or find the perfect photos or graphics for your campaign? - The Organizational: Once you have built a comprehensive photo library, how on earth can you keep track of it and find the image you want quickly? - The Fun: How do you choose the right image? How can organizations with small photo libraries find affordable (free!) stock photos? How can your organization build up a library of original imagery? - The Legal: What kind of release form do you need from people you take photos of at your organization’s events? What is a royalty-free photo versus a rights-managed photo? If you use a free photo or purchase a stock photo, are you allowed to change it? Can you use it without attribution? We’ll discuss what these terms mean and how you can make sure you and your organization are free of liability. You’ll leave this session with ideas for your website, print publications, social media, and much more—and what’s better, you can put these ideas into action right when you’re back in the office!

Don't be a Fat, Lazy Marketer. Or How to Market for Startups.

Craig Baldwin

Creating a Profitable PPC Agency; How to Price Your Services

Internet Marketing Software - WordStream

MKGO - Using Data, Automation & Predictive Analytics to Stay Ahead of Your Co...

Matthew Kay

Artificial intelligence, machine learning and automation are buzzwords right now. You can barely go a day without hearing at least one of them mentioned in the news. But how can businesses best take advantage of these concepts? Are they actually affordable to all businesses - not just the enterprise companies?During this talk, I broke down the evolution of big data, how machine learning and artificial intelligence are affecting us today, and what people can do to capitalise on this opportunity.

Larry Kim's Top 10 Facebook Hacks of all time!

GrowthHackers

"These days content marketing feels like a suicide mission,” Says Larry Kim. That’s in part because marketing demand generation has changed and has become so incredibly competitive. So how can brands and marketers get more leads and sales without spending an arm and a leg? Two words: Social ads. Facebook and Twitter Ads are governed by complex ad algorithms which govern how often your ads are shown and how much you pay per click. The good news is: any algorithm has loopholes and can be cracked. Join Larry for a presentation of unusual-yet-proven social media advertising strategies designed to generate millions of page views at a tiny fraction of a penny per click, then how to convert those visitors into valuable leads and sales for your business. In this webinar, Larry Kim will cover: The algorithms of social ads: Relevancy Score and Quality Adjusted Bid - How much you should bid, which ads you should run, which ad objectives you should choose Advanced ad targeting strategies, including how to use social ads to make content go 'viral' on social media outlets like Reddit, LinkedIn Pulse, Medium, Hacket News and more Social re-marketing: strategies for turning clicks into leads and sales on the cheap

Kirsty hulse advanced keyword research

Edge Global Media Group

Topic: Advanced Keyword Research – understand your consumers and their purchase motivations - Delivering an effective strategy which wins search results and consumers - How to define, discover and explore an entire industry of keywords - Ways to take your keyword research wider, deeper and more granular than you ever thought possible - Actionable approaches to apply the learnings to your websites, brands, content and consumers Joining all of this up to tell a compelling story, to get signoff on budgets and strategies, and to win big

7 Deadly Sins in Your PPC Account & How to Fix Them

Internet Marketing Software - WordStream

Are you guilty of letting your keywords accumulate dust, as you flicked the auto-pilot switch on? Perhaps, you’re new to the world of pay per click or getting back in the game after a long hiatus? Either way, it’s the perfect time for a PPC confessional. Two of our PPC experts reveal the sinful ways that you’re harming your PPC account. From greed to envy, you may be shocked to learn that your PPC strategy is far from angelic.

[Dominate19] SERP Analysis

Exposure Ninja

Marketing 201: Marketing in a Down Economy

Gilmore Marketing Concepts Inc.

Armagedon is over, the strong are surviving, and green shoots of recovery are sprouting. But how do you take your business from surviving to thriving? Kim Gilmore, President of Gilmore Marketing Concepts, Inc. is back, by popular demand, for a second seminar. Marketing 201: How to Market in a Down Economy will give you tips tricks and insider information on how to put your business name on the tips of everyone's tongues and get them to buy.

Making the Most of your Demand Generation Content

Pajama Program

Art & Science of Digital Connections | Talent Connect London 2014

LinkedIn Talent Solutions

Monetizing Social Media: Social Media as the Vehicle... not the Destination

Chase Sagum

Veepee eng

Franco De Angelis

Creating Operational Efficiencies And Digital Transformation At Shoes Of Prey

The C2C Power Panel: Crafting A Killer B2B Content Strategy

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (6)

Similar to The C2C Power Panel: Crafting A Killer B2B Content Strategy

Similar to The C2C Power Panel: Crafting A Killer B2B Content Strategy (20)

More from G3 Communications

More from G3 Communications (20)

Recently uploaded

Recently uploaded (20)

The C2C Power Panel: Crafting A Killer B2B Content Strategy