Rene Power's presentation to the B2B Marketing Summit held at The Brewery London, 14 June 2012. Rene opened up the content marketing stream with a content essentials presentation focusing on strategies that B2B companies can use to effectively drive awareness, engagement and lead generation through great content. Rene focused on curation, content repackaging and creation of new content, mapping it to different audiences, needs and buying cycle stages.

1. Going beyond the #statusupdate
Content strategies for b2b marketers
Presentation @marketingB2B #MarketingSummit
Thursday 14 June 2012
@renepower

2. A day of discovery and
enlightenment awaits
http://unrealitymag.com

3. Why are you here?
I don’t know No one follows I don’t have
People I follow talk
what content me / us resource
rubbish and offer
marketing is
me no value
I don’t see the
I need a big
connection to I don’t have
I don’t audience
b2b time
know what
to say It’s not
measurable
It’s just not I need to
relevant to my generate I don’t know
business leads where to start?
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

4. What I promised to talk about
Why content
Getting off the ground
Identifying quick wins
Getting seen and getting shared
Never running out of content

5. Spoiler alert
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

6. Don’t think of content as social.
Think of content as expertise.
Social is one route to market.
Presentation to: www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

7. Inside the mind of the buyer
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

8. Content fuels trust & transaction

9. Broadcast is
great
Engagement is better
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

10. Why you should be talking
content
You’re in the business of
selling expertise
People buy when they trust
Trust takes time, people need
to believe
You need to tell your story well
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

11. It’s good enough for Coca Cola
http://www.thecoca-colacompany.com/socialmedia/

12. Why companies suck at content?
Not relevant to audience
Not engaging or exciting Confused with social
All broadcast Not easy to access / share
Spammed across multiple platforms

13. It’s good enough for BASF

14. Creating a content strategy
1. Define needs / pain
2. Visit watering holes
3. Curate
4. Audit what you have
5. Plan
6. Create
7. Amplify
8. Evaluate
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

15. Define audience pain
Identifies topics
Dictates relevance
Establishes trends
Sets parameters
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

16. Remember the green cross code?
Stop, look and listen...
Presentation to: www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

17. Visit watering holes
• See what works
• What doesn’t
• What’s being said
• What’s missing
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

18. Entry level: Curate
 Some powerful
influencers and
connectors don’t
create anything

19. Curating content in five steps
 Step 1: Get a Google account
 Set up Alerts and Reader
 Hit this button to add websites you like
 Step 2: Visit namechk & secure profiles

20. Curation tools
 Step 3: Set up your big five
 Step 4: Set up free Hootsuite dashboard
 Step 5: Check Reader – schedule
updates for half an hour each morning

21. Audit what you have already
Goal = Quick wins

22. Rules for creating killer content
 Relevance
 Useful
 Valuable
 Lead
generative
 Social

23. Using the Content Matrix
 Set objectives
 Select different
content marketing
tools
Courtesy of
www.smartinsights.com

24. Build a content hub
 The place that all
links return to
 Interactive not static
 Go beyond the
expected

25. Creating content
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

26. Remember: Content drives
inbound inquiry so make every
piece count
Presentation to: www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

27. Plan – editorial calendars
 A calendar focuses minds and resource

28. Amplify
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

29. Amplification
 Access influencers and customers: 140m
 The biginfivesector, 1,000’ssearchusers worldwide. 8.6m UK,
100,000s your deliver in your groups. optimisation,
brand amplification and audience
 Media, influencer and customer contacts. Build influence and distribute
content.  Access influencers and customers: 140m users worldwide.
8.6m UK, 100,000s in your sector, 1,000’s in your groups.
 Half of all search is video makes YouTube search engine a must.
 Media, influencer and customer contacts. Build influence and
 800m users; lines content.
distribute of personal-professional ever blurring.
 Half of all search is video makes YouTube improve over
 Given priority in SERPS. Uptake and functionality willsearch engine a
time. must.
 800m users; lines of personal-professional ever blurring.
 Given priority in SERPS. Uptake and functionality will
improve over time.

30. Relevant, targeted usable content
is digital marketing rocket fuel.
Valuable content gets shared.
Presentation to: www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

31. Can content be measured?
Buzz by no of posts buzz by impressions shift in buzz channel buzz
buzz by time of day seasonal buzz competitive buzz category/topic buzz
asset popularity buzz by customer type mainstream media mentions
buzz by stage in DM process mainstream media mentions installs downloads
growth rate of fans follows friends contacts no of pass alongs
uploads favourites likes comments ratings
recommends embeds bookmarks subscriptions page views
increase in searches %of buzz with links no of views/interactions polls virtual gifts
clickthroughs changes in search ranking type reach channel
tags popularity contest entries leads generated
geography volume of posts impressions time spent clicks contributions
products sampled store visits trials
by bloggers chatrooms wikis online sales offline sales savings change
customer acquisition & retention
in share AEV event response event attendance satisfaction feedback
complaint handling

32. Takeaways
1. Keep focused
on actions and
Free your Use
outcomes
single use actionable
content from information
2. Map types of
the archive to position
content to
expertise
audience and
stages of the
Research where buying process
your audience Refine,
goes and what repurpose & 3. Remember the
they are repackage eight steps
looking for your existing
material 4. Create a
calendar to map
resource
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

33. Recommended
Websites
 Smart Insights blog
 Content Marketing Institute blog
 Hubspot blog
 Problogger
Books
 Inbound Marketing: Get found using Google, social media an
Dharmesh Shah / Brian Halligan
 Content Rules CC Chapman

34. More?
@ www.bdb.co.uk
0161 925 4700
@bdbmarketing
BDBmarketing My first book Seven steps to
BRILLIANT B2B digital
marketing with Dave Chaffey
due August 2012
Email or follow to be kept up
rene@bdb.co.uk to date
http://twitter.com/renepower
http://uk.linkedin.com/in/renefp
http://marketingassassin.co.uk