1. What Is Content
Marketing?
Napier Partnership Limited
www.napier.co.uk
@NapierPR

2. Content Marketing
• Generation and sharing of information with
potential customers.
• Valuable, informative content that presents the company’s
products in the best light, and positions it as a thought
leader.
• Increasingly important element of lead generation.
• White papers, case studies, analyst reports & videos.
• Content marketing should use materials that add value to
the company’s products or services.

3. Why Is Content Marketing So Popular?
• Increased customer engagement
when they provide valuable content.
• Company websites also offer the
opportunity to place content behind a
“registration wall”.
• Now cheaper and easier than ever to
distribute content.
• Social media amplifies the message
and distribution to a wider audience.

4. What is the difference between content
marketing and inbound marketing?
• There is a big overlap between
content marketing and inbound
marketing.
• Content marketing doesn’t have
to generate inbound enquiries. .
• Inbound marketing can use other
approaches to engage potential
customers.

5. How Do You Make Content Marketing Effective?
• Only effective if the content has value.
• The more useful the information, the more likely customers are
to engage and offer up their contact details in exchange.
• Give away information that previously was proprietary.
• Collect data about the customer in exchange for information.
• Combine with email marketing, to target prospects at different
stages of the sales process.
• Tier the content: give away some, and put exclusive content is
behind a registration wall to act as a lead generator.

6. How Do You Start A Content Marketing Campaign?
• Identify information, expertise and industry insight
• Consider the needs of customers at each stage in the
sales funnel, and create content that will help them move
from one stage to the next.
• Decide which content will be freely available and which
will be hidden behind a registration wall.
• Distribute and promote the content.

7. Need Help?
• With so many B2B technology
companies running content
marketing campaigns, it can
be difficult to rise above the
noise.
• For help in making your
content marketing campaign
deliver outstanding results
contact Napier -
info@napier.co.uk

8. About the Author
Mike Maynard
Managing Director of Napier Partnership Limited
Mike has directed major PR and marketing programmes fo
wide range of technology clients throughout UK and Europ
ranging from technology start-ups to global market leading
companies.
www.napier.co.uk
@NapierPR