This document provides a 7-step guide to content marketing. It begins by stating that 80% of marketing materials are not used and outlines reasons to create content. The 7 steps are: 1) listen to your audience; 2) get help from others; 3) change your mindset; 4) create different types of content; 5) promote your content; 6) measure success through various metrics; and 7) recycle high-performing content. An example campaign for Elsevier increased awareness and leads in their target market through content and resulted in new conversations and downloads.

1. Content: Success Factor #1in B2B Marketing HOW TO – in 7 steps Ingrid Archer, spotONvision

2. Jumpstart your content marketing Content Marketing Some insights and numbers How to – in 7 steps

3. Content Marketing 80% of your marketing materials is not used (source: IDC)

5. Why do we create content? 2010 B2B Content Marketing Benchmark – MarketingProfs/Junta42

6. B2B content - The Netherlands Source: 2011 B2B Marketing Barometer – spotONvision//TNS NIPO

7. B2B content - NL Source: 2011 B2B Marketing Barometer – spotONvision//TNS NIPO

8. B2B content - US 2010 B2B Content Marketing Benchmark – MarketingProfs/Junta42

9. How to – in 7 steps Listen Who can help Change your mindset Create Promote Measure Recycle

10. Step 1: Listen

11. Step 2: who can help

12. Step 3: Change your Mindset

13. Step 4: Create Whitepapers Articles Blog posts How-To-Guide Video Webinars Multimedia

14. Step 4: Buying Cycle

15. Be different

16. From Content to Lead

17. Step 5: Promotion

18. Step 6: Measuring success Targets Monitoring tools Technology No. Leads No. Downloads No. Subscribers Buzz

19. Step 7: Recycle

20. Example

21. Results Challenge: Awareness and leads for Elsevier eBooks in target group of Oil & Gas Industry Solution: Use of content; Positioning Elsevier as a content partner and thought leader in the Industry Result: Campaign Elsevier Oil & Gas Expert Talks: a series of video interviews and articles on hot topics in the industry 7 mailshots to 22246 people, promotion via email and social media, open rates 14,6 %, click rates 5,5%, new conversations with clients , 3138 downloads, 2390 unique new email addresses, 160 attendees at 1st ever webinar

22. Investment versus Return The right people The right mind set Technology

23. B2B Marketing Options

24. Ingrid Archer Email: ingrid@spotonvision.com Twitter: @ingridarcher