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B2B Marketers: How to Solve Your Top 4 Content Hurdles

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[Webinar Slides] Today’s buyers have a strong appetite for useful and relevant information, but at the same time, resistance to being 'sold to'. The buyer's journey is up to 70% complete by the time they're ready to speak to Sales. So what's happening within that 70% of the journey? The answer is content consumption.

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B2B Marketers: How to Solve Your Top 4 Content Hurdles

  1. 1. How to Solve Your Top Content Hurdles
  2. 2. Before we begin… Today’s presenters: Allyson Resh, Content Partner Lead @LinkedIn Becca Colbaugh, VP Client Services @Visually FAQs: • The presentation will be made available after the webinar • A recording will be available on the Visually website • There will be a short Q&A period after the presentation
  3. 3. If you feel like your content marketing leaves a lot to be desired, you’re not alone You need to promote the right content at the right stage Never stop testing
  4. 4. 22% Only 22% of B2B Marketers claim to be extremely or very successful with their content marketing Source:Content Marketing Institute, 2017
  5. 5. The world’s professionals come to LinkedIn for knowledge Industry News Expert Advice Professional Learning Peer Insights Peer Recommendations 500+ Influencers
  6. 6. Gaps in your content Content topics and themes Ways to scale your content Testing opportunities Content Audits Make Your Content Marketing More Effective by Identifying:
  7. 7. “The buyer’s journey is nothing more than a series of questions that must be answered.” − IDC
  8. 8. Trending Content What content is your audience engaging with on LinkedIn?
  9. 9. Create a “Big Rock”
  10. 10. whitepaper infographic Then Create Derivative to Scale
  11. 11. Images • Test 3-4 images • Feature a person vs. object Copy • Include a stat • Keep it short Test. Test. Test!
  12. 12. Amazing creativity is within arms reach Quality talent Full creative service A better way to work Why Visually?
  13. 13. We can start with strategyQuality Talent Full creative service A better way to work
  14. 14. Visually Services: strategy offerings • Content / Messaging Audits • Messaging • Personas • User Journeys • Editorial Calendars • On-Demand Ideation • Content Creation
  15. 15. Discovery Personas Messaging / Content Audit User Journey Editorial Calendar Ideation Discovery starts the process through identifying: • Business Goals & Objectives • User Goals • Historical Work • Gap Analysis • Success Metrics
  16. 16. Have you defined and mapped your audience(s)? Do you know for whom you’re creating content? Discovery Personas Messaging / Content Audit User Journey Editorial Calendar Ideation
  17. 17. Do you have a clear sense of what content you’ve produced and how well it’s performing? Do you know what you’re saying and why? Discovery Personas Messaging / Content Audit User Journey Editorial Calendar Ideation
  18. 18. Have you clearly mapped the user journey(s) and organized content around each stage? Discovery Personas Messaging / Content Audit User Journey Editorial Calendar Ideation
  19. 19. Is your content plan organized with an outlined publishing schedule in place? Discovery Personas Messaging / Content Audit User Journey Editorial Calendar Ideation
  20. 20. Do you have content topics and themes defined? Are the topics aligned with your overall strategic goals, messaging, user journey and channels? Discovery Personas Messaging / Content Audit User Journey Editorial Calendar Ideation
  21. 21. Quality talent Full creative service A better way to work Why Visually?
  22. 22. Over one thousand specialized creative professionals Quality Talent Full creative service A better way to work
  23. 23. We hand-pick & vet your team for you Quality Talent Full creative service A better way to work
  24. 24. We deliver on the entire customer journey Quality Talent Full creative service A better way to work
  25. 25. We’re an extension of your team Quality Talent Full creative service A better way to work
  26. 26. We can get started quickly Creative Brief Talent Match Project Starts 1 2 3 Quality Talent Full creative service A better way to work
  27. 27. We’re flexible to grow with your needs Quality Talent Full creative service A better way to work
  28. 28. Collaboration platformQuality Talent Full creative service A better way to work
  29. 29. Visually’s platform offers an efficient, personal and a streamlined content audit and development process, leveraging the best talent from around the world. Product Demo
  30. 30. Q&A
  31. 31. Thanks for joining! To learn more, connect with us here… Web: www.visual.ly Email: hello@visual.ly Twitter: @Visually

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