SlideShare a Scribd company logo
Five Beyonds
The Future of B2B Content Marketing
Doug Kessler
Velocity Partners
I gave a shorter version of this
presentation at a recent #B2BHuddle.
Instead of just dumping the slides here, I thought I‟d
summarise the „talk track‟ for you in these clunky grey
boxes.
Cool event!
Do NOT tell Jim and Joel, who
designed the slides before I did
this terrible thing to them.
And these annoying
little red side notes.
Wherever you are on this crazy, mixed-up B2B
content marketing learning curve, it‟s a great
time to pause and think about where the whole
thing is headed.
Why? Wayne Gretzky, said it best…
Skate where
the puck is
going to be.
In content marketing, it‟s good to know where things are
headed so you can meet them there.
In short, don‟t be that guy running down the hall in 18
months saying “Eureka! I‟ve invented the white paper!”
White Papers died
(of abuse) in 2007
The mother trend
The Elephant-in-the-Room trend that all the
other trends cower below is that content
marketing itself has become a juggernaut.
Google searches:
“Content Marketing”
It‟s a juggernaut because EVERYONE
is getting into it in a big way.
We wrote about this Content Marketing
Deluge (and what you can do about it)
in a recent Slideshare called Crap.
Embarrassingly
brazen plug.
Sorry.
When that puppy went „B2B viral‟ on
us, we thought about what works in
content marketing….
Not real, “Charlie Bit My
Finger” viral but still…
A timely issue
Some attitude & energy
A naughty word in the title
A story created
for the medium
A huge dollop of luck
Really strong design that
serves the content
—
ONE
—
What
you say
—
TWO
—
How you
say it
Timely insights about your
market‟s killer issues. Style, yes, but also the
medium you use when
you tell your stories.
And that made us think there are
two main ways to stand out:
Useful x Entertaining = Effective
The key to this formula is
the multiplication sign.
It says that if either of these
two values is zero… so is
your impact.
Which can be translated
into a simple formula…
So how you tell your stories can be
as important as what stories you
choose to tell…
That‟s why it pays to think about
where content marketing
storytelling is going…
And that brings us to the trends…
About bloody time, right?
Five Beyonds
1. Beyond Gutenberg
Our world is digital but we‟re still
stuck in the print paradigm.
We make „eBooks‟ and
„white papers‟ and PDFs…
We need to start making dynamic
screen experiences not just digitized
pamphlets.
Like ‟Every Last Drop‟,
a wonderful scrolling site
from WaterWise
Or this
engaging, immersive tablet
app from the World
Wildlife Fund
2. Beyond Search
We can‟t rely on Google to
deliver our audiences.
(Soon, even some great content will only
make it to page three).
We need to build communities
around our brands.
Like SEOmoz has done.
A typical moz post
gets thousands of
shares in days.
Rand Fishkin and
his team earned that
the hard way.
And it has nothing to
do with Google.
Building a community around your
brand will make your content fly
even when Google drops you.
We need to be self-
sufficient marketers
not Search Lackeys
3. Beyond One-Size-Fits-All Content
We know lots about each prospect.
But we still serve up the same
content to everyone.
The B2C marketers
are getting on to
personalization in a
big way. Don‟t let
them embarrass us.
What manufacturers
should know about
vehicle leasing.
Manufacturers
Big Pharma
Energy companies
vehicle
car
Can our content be dynamically
assembled on demand for each visitor?
The better ad servers do
this for web banner
campaigns. Why not for
your next video or
microsite?
4. Beyond Teaching
Today, our content tells people stuff.
What if it helped them actually do things?
Get ready for the rise of Content Tools.
Like Project Accelerator
from Citrix.
It helps IT people
plan, design, size and
deliver their desktop
virtualization environments.
(Will this guy ever
stop pimping?)
We tried this kind of thing with our own
Big Fat Content Marketing Strategy Checklist.
5. Beyond the Faceless Brand
No one ever knew the people
behind the brands.
Social media is here.
Now we do. And it‟s cool.
The rise of the B2B rock star
If you‟re interested in marketing
automation, you probably know at
least one of these handsome dudes*.
That would never have been
true four years ago.
*Miller, Marketo;
Volpe, Hubspot;
Chernov, ex-Eloqua;
Watton, Silverpop
Smart guy.
The Google Gods reward you
when you expose the people
behind your brand.
This is part of a bigger trend,
away from bullshit and towards...
Doing great things for customers
not just saying great things to them.
These trends and many others are
adding up to a major challenge for B2B
companies.
Drum roll….
Cymbal crash!
Uhh.. Turn page.
Beyond
yesterday‟s
culture
Beyond
yesterday‟s
culture
Here‟s the big one, boys & girls.
All this is about change.
And change needs catalysts.
And marketers are ideally placed to be the
catalysts our companies need right now.
But to do that you need to stand up.
You need to get out of your cubicle, march
down to the cafeteria, climb up on to a table
and shout,
“Hey! There‟s a huge opportunity out there
and it‟s called content marketing and we
need to be great at it and I can take us there.
Who‟s with me?”
Or you could do it in
a memo, I guess.
So there you go.
Five trends in content marketing that you
probably should be planning for.
Better still, instead of waiting for them to
happen, you could be one of the content
marketers that makes them happen…
Which brings us to an
even greater role
model than Wayne
Gretzky…
“The best
way to predict
the future is
to create it.”
Abraham Lincoln
Those are the slides I covered at the
#B2BHuddle.
But wait. Here‟s a BONUS for web viewers who were
deprived the delight, nay ecstasy, of my personal presence
on the day…
Thanks for the
invitation, Abigail
Five bonus trends for
B2B masochists…
Beyond one-offs
We‟re moving from „fire & forget‟ content
marketing to sustained, continuous library
marketing.
Resource Library
We‟ve got some great content for every stage of your journey:
We‟ll help you ask the
right questions and identify
the key issues.
More advanced thinking,
„How To‟ content and insights
on the finer points.
The essential information
and checklists to consider
before you make a decision.
I‟m digging deeperI‟m exploring
I‟m getting ready
to buy
Like finding new ways to let prospects declare their
own stage in the purchase journey so we can
serve up the right content for them…
Beyond Inbound
It‟s not good enough any more to create
content and let it get discovered.
Outbound is back:
email, advertising, shouting from
rooftops…
But this time we‟ll be marketing content
not products.
Think about this:
Who sends out more
emails than
Hubspot, the pioneer of
Inbound Marketing?.
Beyond Content Islands
Content teams are springing up all over big
companies. That means
duplication, confusion, waste and
inconsistency.
Here comes the Center of Content
Excellence to help all those teams get it right
(and coordinate their efforts).
Blog post about this on
VelocityPartners.com
CMS
CRM
Lead
Nurturing
Analytics Marketing
Automation
Beyond Platform Silos
It sucks to have so many different tools and
platforms for content marketing
CMS
CRM
Marketing Automation/Email
Analytics
Social Monitoring Search
The Mother of All Platforms
The Consolidation is on its way…
Who will do this for us?
Salesforce?
Adobe?
Oracle?
We‟re waiting!
Beyond Plumbing
With the drive to lead nurturing, content is
often seen as that colorless, flavorless liquid
that we pump into our persona/buying stage
matrix.
And that leads to crap.
Time
Goodies
Time
Great content marketing is powered by great content.
The breakthrough
pieces that deliver all
the goodies.
1. Beyond Print >>>>>>>>> to screen experiences
2. Beyond Search >>>>>>>>>> to community
3. Beyond One-Size-Fits-All >>>>>>>>> to personalized content
4. Beyond Teaching >>>>>>>>>>>>> to content tools
5. Beyond Faceless Brands >>>>>>>>> to rock stars & authenticity
6. Beyond One-Offs >>>>>>>>>>> to sustained library marketing
7. Beyond Inbound >>>>>>> to intelligent, content-led outbound too
8. Beyond Content Islands >>>>> to the Center of Content Excellence
9. Beyond Platform Silos >>>>>>>>>> to the Daddy of all Platforms
10. Beyond Plumbing >>>>>>> to great content
Go beyond
We’re Velocity Partners.
We help B2B companies discover their most
compelling stories and take them to market in
cool new ways.
So it’s all ‘take, take, take’ is it?.
We slave all day over a hot Powerpoint to
make great content for you.
The very least you could do is visit our
website and check some of it out.
That way, you‟ll grow as a person and our
metrics will spike like a punk‟s Mohican.
Win-Win.

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The Future of Content Marketing: 5 Beyonds

  • 1. Five Beyonds The Future of B2B Content Marketing Doug Kessler Velocity Partners
  • 2. I gave a shorter version of this presentation at a recent #B2BHuddle. Instead of just dumping the slides here, I thought I‟d summarise the „talk track‟ for you in these clunky grey boxes. Cool event! Do NOT tell Jim and Joel, who designed the slides before I did this terrible thing to them. And these annoying little red side notes.
  • 3. Wherever you are on this crazy, mixed-up B2B content marketing learning curve, it‟s a great time to pause and think about where the whole thing is headed. Why? Wayne Gretzky, said it best…
  • 4. Skate where the puck is going to be. In content marketing, it‟s good to know where things are headed so you can meet them there. In short, don‟t be that guy running down the hall in 18 months saying “Eureka! I‟ve invented the white paper!” White Papers died (of abuse) in 2007
  • 5. The mother trend The Elephant-in-the-Room trend that all the other trends cower below is that content marketing itself has become a juggernaut. Google searches: “Content Marketing”
  • 6. It‟s a juggernaut because EVERYONE is getting into it in a big way.
  • 7. We wrote about this Content Marketing Deluge (and what you can do about it) in a recent Slideshare called Crap. Embarrassingly brazen plug. Sorry.
  • 8. When that puppy went „B2B viral‟ on us, we thought about what works in content marketing…. Not real, “Charlie Bit My Finger” viral but still… A timely issue Some attitude & energy A naughty word in the title A story created for the medium A huge dollop of luck Really strong design that serves the content
  • 9. — ONE — What you say — TWO — How you say it Timely insights about your market‟s killer issues. Style, yes, but also the medium you use when you tell your stories. And that made us think there are two main ways to stand out:
  • 10. Useful x Entertaining = Effective The key to this formula is the multiplication sign. It says that if either of these two values is zero… so is your impact. Which can be translated into a simple formula…
  • 11. So how you tell your stories can be as important as what stories you choose to tell… That‟s why it pays to think about where content marketing storytelling is going…
  • 12. And that brings us to the trends… About bloody time, right?
  • 14. 1. Beyond Gutenberg Our world is digital but we‟re still stuck in the print paradigm. We make „eBooks‟ and „white papers‟ and PDFs…
  • 15. We need to start making dynamic screen experiences not just digitized pamphlets. Like ‟Every Last Drop‟, a wonderful scrolling site from WaterWise
  • 16. Or this engaging, immersive tablet app from the World Wildlife Fund
  • 17. 2. Beyond Search We can‟t rely on Google to deliver our audiences. (Soon, even some great content will only make it to page three).
  • 18. We need to build communities around our brands. Like SEOmoz has done. A typical moz post gets thousands of shares in days. Rand Fishkin and his team earned that the hard way. And it has nothing to do with Google.
  • 19. Building a community around your brand will make your content fly even when Google drops you. We need to be self- sufficient marketers not Search Lackeys
  • 20. 3. Beyond One-Size-Fits-All Content We know lots about each prospect. But we still serve up the same content to everyone. The B2C marketers are getting on to personalization in a big way. Don‟t let them embarrass us.
  • 21. What manufacturers should know about vehicle leasing. Manufacturers Big Pharma Energy companies vehicle car Can our content be dynamically assembled on demand for each visitor? The better ad servers do this for web banner campaigns. Why not for your next video or microsite?
  • 22. 4. Beyond Teaching Today, our content tells people stuff. What if it helped them actually do things?
  • 23. Get ready for the rise of Content Tools. Like Project Accelerator from Citrix. It helps IT people plan, design, size and deliver their desktop virtualization environments.
  • 24. (Will this guy ever stop pimping?) We tried this kind of thing with our own Big Fat Content Marketing Strategy Checklist.
  • 25. 5. Beyond the Faceless Brand No one ever knew the people behind the brands. Social media is here. Now we do. And it‟s cool.
  • 26. The rise of the B2B rock star If you‟re interested in marketing automation, you probably know at least one of these handsome dudes*. That would never have been true four years ago. *Miller, Marketo; Volpe, Hubspot; Chernov, ex-Eloqua; Watton, Silverpop
  • 27. Smart guy. The Google Gods reward you when you expose the people behind your brand.
  • 28. This is part of a bigger trend, away from bullshit and towards... Doing great things for customers not just saying great things to them.
  • 29. These trends and many others are adding up to a major challenge for B2B companies. Drum roll…. Cymbal crash! Uhh.. Turn page.
  • 31. Beyond yesterday‟s culture Here‟s the big one, boys & girls. All this is about change. And change needs catalysts. And marketers are ideally placed to be the catalysts our companies need right now.
  • 32. But to do that you need to stand up. You need to get out of your cubicle, march down to the cafeteria, climb up on to a table and shout, “Hey! There‟s a huge opportunity out there and it‟s called content marketing and we need to be great at it and I can take us there. Who‟s with me?” Or you could do it in a memo, I guess.
  • 33. So there you go. Five trends in content marketing that you probably should be planning for. Better still, instead of waiting for them to happen, you could be one of the content marketers that makes them happen… Which brings us to an even greater role model than Wayne Gretzky…
  • 34. “The best way to predict the future is to create it.” Abraham Lincoln
  • 35. Those are the slides I covered at the #B2BHuddle. But wait. Here‟s a BONUS for web viewers who were deprived the delight, nay ecstasy, of my personal presence on the day… Thanks for the invitation, Abigail
  • 36. Five bonus trends for B2B masochists…
  • 37. Beyond one-offs We‟re moving from „fire & forget‟ content marketing to sustained, continuous library marketing.
  • 38. Resource Library We‟ve got some great content for every stage of your journey: We‟ll help you ask the right questions and identify the key issues. More advanced thinking, „How To‟ content and insights on the finer points. The essential information and checklists to consider before you make a decision. I‟m digging deeperI‟m exploring I‟m getting ready to buy Like finding new ways to let prospects declare their own stage in the purchase journey so we can serve up the right content for them…
  • 39. Beyond Inbound It‟s not good enough any more to create content and let it get discovered. Outbound is back: email, advertising, shouting from rooftops… But this time we‟ll be marketing content not products. Think about this: Who sends out more emails than Hubspot, the pioneer of Inbound Marketing?.
  • 40. Beyond Content Islands Content teams are springing up all over big companies. That means duplication, confusion, waste and inconsistency.
  • 41. Here comes the Center of Content Excellence to help all those teams get it right (and coordinate their efforts). Blog post about this on VelocityPartners.com
  • 42. CMS CRM Lead Nurturing Analytics Marketing Automation Beyond Platform Silos It sucks to have so many different tools and platforms for content marketing
  • 43. CMS CRM Marketing Automation/Email Analytics Social Monitoring Search The Mother of All Platforms The Consolidation is on its way… Who will do this for us? Salesforce? Adobe? Oracle? We‟re waiting!
  • 44. Beyond Plumbing With the drive to lead nurturing, content is often seen as that colorless, flavorless liquid that we pump into our persona/buying stage matrix. And that leads to crap.
  • 45. Time Goodies Time Great content marketing is powered by great content. The breakthrough pieces that deliver all the goodies.
  • 46. 1. Beyond Print >>>>>>>>> to screen experiences 2. Beyond Search >>>>>>>>>> to community 3. Beyond One-Size-Fits-All >>>>>>>>> to personalized content 4. Beyond Teaching >>>>>>>>>>>>> to content tools 5. Beyond Faceless Brands >>>>>>>>> to rock stars & authenticity 6. Beyond One-Offs >>>>>>>>>>> to sustained library marketing 7. Beyond Inbound >>>>>>> to intelligent, content-led outbound too 8. Beyond Content Islands >>>>> to the Center of Content Excellence 9. Beyond Platform Silos >>>>>>>>>> to the Daddy of all Platforms 10. Beyond Plumbing >>>>>>> to great content Go beyond
  • 47. We’re Velocity Partners. We help B2B companies discover their most compelling stories and take them to market in cool new ways.
  • 48. So it’s all ‘take, take, take’ is it?. We slave all day over a hot Powerpoint to make great content for you. The very least you could do is visit our website and check some of it out. That way, you‟ll grow as a person and our metrics will spike like a punk‟s Mohican. Win-Win.

Editor's Notes

  1. Start with definition – everyone has their own, so didn’t want to confuse…
  2. Viral… Hit a nerve: what all content marketers are and SHOULD BE worried about Naughty word… attitude & energy… Used Slideshare as a NEW MEDIUM
  3. Most important trends: those shaping your marketI’ll focus on 2: how the discipline of CM is changing; how content itself and the context it lives in and the processes behind it are changing
  4. Most important trends: those shaping your marketI’ll focus on 2: how the discipline of CM is changing; how content itself and the context it lives in and the processes behind it are changing
  5. Looking at trends – not the ones that will happen to you, the ones you can MAKE HAPPEN
  6. From static, print paradigm to dynamic screen experiences
  7. Every Last Drop – Nice & Serious for Waterwise
  8. AKQA for World Wildlife Fund
  9. Search changed everything.But as content ocean grows, search is starting to fail us – as consumers of information and as marketers.As marketers: great stuff pushed off first page Like Oxford applicants.Next = COMMUNITY; an average piece of content with a great community can fly. A great piece with none can die.
  10. From make it/Promote it/RepeatTo Library marketing
  11. From one-size-fits-all content to PERSONALIZATION – The content reflects what the marketer knows about you:
  12. Content teaches.Stops at imparting knowledge. Great – harvest your expertise to help your prospectsFuture: content that DOES stuff
  13. The rise of TOOLS
  14. The rise of TOOLS
  15. Lived with SM long enough now to see: Social media is about PEOPLE not brands. People get followed, earn reputations as thought leaders, build communities
  16. Jon Miller,Mike VolpeJohn WattonJoe Chernov and not just Marketers; Stars have Egos. Learn from Hollywood studios, sports teams: attract and keep stars.
  17. Jon Miller,Mike VolpeJohn WattonJoe Chernov and not just Marketers; Stars have Egos. Learn from Hollywood studios, sports teams: attract and keep stars.
  18. People‘Why’ not just ‘what’ – Simon Sinek, TEDDoing the right things not just saying the right things
  19. People‘Why’ not just ‘what’ – Simon Sinek, TEDDoing the right things not just saying the right things
  20. All this beyond adds up to the biggest challenge of them all CULTURE CHANGE Culture is How We Do Things Around Here Content Culture is a new way of doing things: Marketing, Sales, Customer Service, Product Dev…Marketers perfectly placed to lead this change. Beyond mere stewards of marketing budgets to LEADERS OF CULTURE CHANGE
  21. All this beyond adds up to the biggest challenge of them all CULTURE CHANGE Culture is How We Do Things Around Here Content Culture is a new way of doing things: Marketing, Sales, Customer Service, Product Dev…Marketers perfectly placed to lead this change. Beyond mere stewards of marketing budgets to LEADERS OF CULTURE CHANGE
  22. From make it/Promote it/RepeatTo Library marketing
  23. Everybody turning to content. Teams everywhere. Issues with quality, consistency, cost effectiveness, duplication…
  24. With Content Hub
  25. Platforms or technologies arise to solve specific problems: CMS – to manage website content creation & presentation CRM – to manage customer data and interaction histories Marketing Automation – to scale up communications Lead Nurturing – to progress the purchase journey Email Service Providers – to manage all that outbound Analytics – to measure everything
  26. To the Mother Platform
  27. Rise of lead nurturing, marketing automation, revenue waterfall models and content mapped to purchase cyclesFrom content as fill in the matrix [MOFU for Persona B12]To quality…
  28. T-pole pieces