What is content marketing and how is is revolutionizing the way B2B marketers communicate.

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Discover the power of
Content Marketing to
transform your B2B
marketing.

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Content marketing
…what is it

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Content marketing is the creation and
distribution of compelling, often
educational, content to attract or retain
customers and prospects.
Also known as… custom publishing
custom content
branded content
thought leadership

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At its core, content marketing…
…delivers your company’s knowledge,
expertise and advice…
…in a way that provides
genuine value to the customer
and incites them to action.

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Your content can deliver value to customers
in a variety of ways, by providing…
product information
market intelligence
technical advice
business skills
insider knowledge
fun and games industry gossip
expert opinion

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You can distribute your content in many
forms, especially on-line…
e-books
podcasts
research reports
microsites
videos webinars/webcasts
white papers
blogs
case studies
e-newsletters
in-person events
article posting
social media
print newsletters
content in
traditional media

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How is content marketing different from
what B2B marketers are already doing
with their websites and sales literature?

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product description
Traditional B2B
marketing is about
pushing what you
want to say to the
customer.
corporate information
sales promotion
brand advertising
…it usually broadcasts
messages to
targets

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Content marketing is
about attracting the
customer with content
he wants and seeks
out.
Just what I’ve
been looking for.
Thank you!
…it builds
relationships with
customers, one by one

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Content marketing
…why do it?

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By offering something that the customer
values, content marketing lets the
customer come to you…
…you don’t have to push

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Customers who come to you are much
more likely to be…
1. pre-qualified leads
2. disposed to trust you
3. open to further communication
interested in what you have to offer.
already accept you as an authority.
having received value, they owe you.

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In other words, they are poised at the
mouth of your purchase funnel…
contact
research
evaluate
negotiate
purchase

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And above all, because your content has
let them know you, trust you and like you,
they now have a positive motivation to
choose you…

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Doesn’t that make more sense
than traditional forms of
intrusion-based broadcast
marketing?

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As an added benefit, content marketing is
a great way to create links and traffic and
make your website search engine friendly.

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Content marketing
…how does it work?

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9 out of 10 B2B marketers* use content
marketing to grow their business
*North America data. IT, finance,
healthcare, and media industries are
especially heavy content marketing users.

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B2B marketers devote 26%* of their
budgets to content marketing initiatives.
* On average – the smaller the company, the higher the percentage.
Most plan to increase spending on content marketing.

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Most forms of content marketing take place
online…
eBook
Podcast
Research report
Print newsletter
Microsite
Content in trad. media
Video
Webinar/webcast
White paper
Blog
Case Study
eNewsletter
In-person event
Article posting
Social Media (excl. blog)
9%
16%
23%
25%
30%
31%
41%
42%
43%
51%
55%
61%
62%
78%
79%
% of B2B companies using (North America)

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In-person events 72%
Research reports 57%
Webinars/webcasts 56%
eNewsletters 55%
Case studies 53%
Podcasts 28%
Social media (excl. blogs) 31%
Content in trad. media 34%
Digital magazines 37%
eBooks 38%
Considered
most effective
Considered
least effective
% rated effective/very effective
Though not all forms are equally effective…

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But, whitepapers, videos, blogs and such
are just vehicles.
…let’s talk about the
ideas that go inside.

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According to content marketers, this is
their greatest challenge:
“How can I produce
the kind of content
that engages prospects
and customers?”

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Actually, that’s two questions:
“What kind of content
will engage my prospects
and customers?”
and…
“How can I produce it?”

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What kind of content will grab your
customers’ attention?

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First, let’s think about it from your
customers’ point of view. They have one
question about your content:
What’s in it for me?

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Customers will think your content is
worth having if you can educate them
or entertain them (or both).
product information
market intelligence
technical advice
business skills
insider knowledge
fun and games industry gossip
expert opinion

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content = value

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Now let’s consider your point of view.
Your first task is to answer the
question…
Who are you?

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What is your world view
What do you passionately believe
Why do you do what you do

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Answering these questions allows you to
re-frame the challenges and opportunities
your customers face in a way that leads
inevitably to your solution.

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Because customers don’t just buy
your product…
…they buy your story.

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Think about Apple…
or Muji…

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So how can you build content
that gives customers
something of value and
tells them who you are?

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Here are four steps to start
you on your way…

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Step 1.
Interrogate your organization mercilessly.
Ask everyone…
What are we
really good at?
What can we do
that others can’t?
Good people to
talk to:
- engineers
- salespeople
- high performers
- your customers

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Step 2.
Put your distilled expertise into a form
that is attractive, digestible and credible.
Look for…
clarity and brevity
visual appeal
…and make sure
your content has a
personality that is
consistent with
your brand
third-party
endorsement
factual support

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BlogResearch report
eNewsletter
eBook
Step 3.
Drive your content to your customer.
Remember the content marketing vehicles?
Podcast
Print newsletter
Microsite
Video
White paper
Case Study
Live event
Article posting
Social media
Webinar
Choose as many
vehicles as fit
the content and
reach your
customers.

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Step 4.
Start a conversation with your customer.
make an offer
invite feedback
request
contact info
ask for
advice
Nurture your leads
and keep track of
their progress
through your
purchase funnel

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Those are the basics of what to do.
But how do you get it done?
Creating high-quality,
engaging content
takes time and skills

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It’s a good idea to create as much of
your content as you can in-house…
…preferably with qualified
professionals who can be
dedicated to the task.
Look for the right skills
among trained writers,
journalists or bloggers.

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But many companies, especially smaller
ones, outsource much of their content
creation.
A good content
specialist agency
can make your
content shine.

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There’s lots more to say about
Content Marketing.
If you’d like to know more about
how it can revolutionize the way
you find, convert and keep
customers...

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…contact us
www.tactuspartners.com
info@tactuspartners.com