The document discusses B2B digital marketing trends from November 2012, highlighting the importance of content marketing and the effectiveness of various formats like social media, articles, and videos. It notes that 64% of B2B content marketers struggle to produce enough content and emphasizes the need for a content strategy that includes an editorial calendar. Other tips include making content shareable, using visual storytelling, and adapting to new technologies like augmented reality.

1. b2b digital marketing trends
November 2012
www.tenfouragency.com

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Built for business.
Compatible with life.

5. SOCIAL MEDIA—OTHER THAN BLOGS
87 %
ARTICLES ON YOUR WEBSITE
82%
E-NEWS LETTERS
BLOGS 78%
77%
CASE STUDIES 71%
70%
VIDEOS
ARTICLES ON OTHER WEBSITES
70%
IN-PERSON EVENTS
69%
WHITE PAPERS
61%
WEBINARS/WEBCASTS
59%
RESEARCH REPORTS
44%
MICROSITES
40%
INFOGRAPHICS
38%
BRANDED CONTENT TOOLS
38%
MOBILE CONTENT
33%
EBOOKS
32%
PRINT MAGAZINES
31%
BOOKS
29%
VIRTUAL CONFERENCES
28%
PODCASTS
content
LICENSED SYNDICATED CONTENT
MOBILE APPS
27% 26% 26%
conferences
DIGITAL MAGAZINES
25%
PRINT NEWLETTERS
24%
is (still) • Content is marketing
ANNUAL REPORTS
20%
GAMES/GAMIFICATION
11%
videos, mobile content, virtual
5
king (87% use it—up 13% over 2011)
• Biggest rise in research reports,
• Social media most popular outlet
Source: CMI/MarketingProfs

6. good
very effective
content
CONTENT
CREATION
KEYWORD
is a
TITLE TAGS AND KEYPHASE
RESEARCH SEO
LANDING PAGES EXTERNAL
royal pain
LINK
BUILDING
META URL
STRUCTURE BLOGGING
to produce
DESCRIPTION
TAGS DIGITAL
ASSET SOCIAL
INTERNAL OPTIMIZATION MEDIA
LINKING INTEGRATION
“64% of B2B content marketers say COMPETITOR
BENCHMARKING
they are challenged with producing
enough content”
2013 B2B Content Marketing Benchmarks, not effective
Budgets, and Trends not difficult very difficult
Source: MarketingProfs Sphere size indicates level of usage.

7. content
strategy
• A strategy is not a bundle of tactics
• Incorporate a content
strategy • Ask:
“Content Strategy plans for creation “Why does this content
delivery and governance of content.” exist today?”
- HalvOrson “Who owns the content today?”
“When was the last time this content was updated?”
“Who are/were your key audiences?” 7

8. TIP: Start with an editorial calendar
plan to
improvise
“The first step is to have an editorial
calendar which rallies the different teams...
it’s very similar to publishing a magazine.
You have the theme for that edition, then
you build stories around it.”
Pam Didner, Intel
8

9. TENFOUR WORK: thebigreboot.biz
remember to
add value
Organic social referrals produced over 90%
of total engagement and 1.5x dwell time
compared to paid media (with 3x traffic)
9

10. TIP: Post content daily for 18% higher CTR (over weekly)
create
curate
• 82% of marketers use curation strategies
• It’s OK to share content that is not always
authored by you or directly connected to
what you’re selling.
“...instead of just investing in their blog • 87:13 (found:new) average content ratio
and blogging strategies, they’re investing
in content people will actually want to • Curated sites that have between
share. Even if it is not directly related to 16–30% original content generate the
selling something, it’s still branding.”
most page views.
- TechCrunch 10
Source: curata.com

11. TENFOUR WORK: tenfour.mobi
make it
shareworthy
Outlandish mobile factoids for marketers
11

12. TIP: Add sharing buttons directly next to your content to promote distribution
distill
complexity
• Summarize research
- Trim videos to 30-90 seconds
- Provide longer-format media in podcasts for
background and commute consumption
• Recognize patterns
- LaunchTicker.com
• Visualize with infographics
- Grok at a glance
- Educational, shareable, great for future reference 12

13. TENFOUR WORK: Uncommon knowlege infographic series

14. TIP: Curate snap hashtag engage repeat
show
then tell
• Articles with images see 47% more
CTRs than those without them 1
• Visual storytelling is gaining popularity
on social networks
- Over 25% of all B2B marketers using
Pinterest 2
- Instagram on the rise following $1B
acquisition
14
1. commpro.biz
2. MarketingProfs

15. TIP: Wrap tracking codes in a bit.ly for manageability
and quick, independent access to metrics
S
IMPRESSION
194 COMMUNITY
know what
20 1 PAGE LIKE
MMENT 12 215 VIMEO
CONTENT CO ( R E AC H )
CONTENT LIK
E 15 2 38 VIDEO UPLOAD
works
ENTRY
RE-TWEET 16
31 5 DAILY DRAWING
Y
T LIKE 54
418 PARTIAL ENTR CH
PAGE CONTE
N MMENT (REA
509 CONTENT CO
EACH) 65
RE-TWEET (R
E ( R E AC H )
661 CONTENT LIK
• Add referral link strings to all
G
DAILY DRAWIN )
ENTRY (REACH
OA D
6,825 1,320 VIDEO UPL
AC H )
1,405 TWEET
E
PAGE LIKE (R
collateral 8,688
F U LC R U M 5 W
EB IMPRESSION 1,455 VIDEO VOT
E
VIDEO VOTE
109,222 ( R E AC H )
• Add Google Event Tracking to every12,610
( R E AC H ) 2,264 PA RTIAL ENTRY
E (REAC
key action/button ADMOB
PANDORA AU
180,218
DIO ADS 2,351 PAGE CONT
ENT LIK
IMPRESSION ISITS
• Use “time spent with brand” metric 19,397
V
2,949 PAGE TAB
to quantify and equalize FACEBOOK IM
PRES SION
4,920 PROMOTE
D TWIT TER
APP PAGE VIS
ITS 42,209
24,329
15

16. TIP: Scan back side of $20 bill with the Aurasma Lite app
action and
activation activation
• Top B2B AR uses*
1. 19%: Replacing literature
2. 18%: Extending sales pitches
3. 16%: Events and conferences
• Augmented Reality comes of age
- QR Code adoption up with late adopters
- Visual/audio recognition now trigger
interactive experiences
- NFC emerging 16
*Source: hiddenltd.com

17. Strategy jason ridge
Web Design director, account development
jridge@tenfouragency.com
Social Media
Mobile Marketing kelly rose
App Development director, client services
krose@tenfouragency.com
Social Games
Sweepstakes daniel t wood
Advertising director, digital strategy
Video dwood@tenfouragency.com
get the latest mobile facts and figures at tenfour.mobi