The importance of content marketing continues to grow in the battle for the attention of B2B buyers. Traditional invasive campaign models are faltering, whereas content marketing uses relevant, discoverable material and places it within reach of the target audience to help drive inbound leads. However, creating random content without a unified strategy won’t get you anywhere. Planning, developing, creating and distributing content demands a measured approach. Good news – help is at hand! This SlideShare presentation takes extracts from our Content Marketing Handbook to share some insights. For the full story download the paper - http://www.origindesign.uk.com/resources/integrated-agency-content-marketing-handbook

1. content
marketing
HANDBOOK
An holistic overview of the key dimensions to
consider when planning, developing, creating,
and distributing your content.

2. content
marketing
01
Content marketing is a technique that produces
content in a variety of media which has genuine
value to a defined audience.
Now we have established what content marketing is,
let’s look at the key elements required to do it effectively.
What is
Energising and engaging B2B brands

3. Energising and engaging B2B brands
1.
planning
02
• A content matrix that plots existing content
and the channels suitable for distributing it
• An audience planner that plots content against
different members of the decision-making unit
• A buyer journey plan that identifies the typical
phases your audience goes through and the
content you will offer them at each stage
• A calendar of activity
PPPPPP Proper Planning Prevents P@!!
Poor Performance. True in most things
but especially in content marketing. Random
content will get you nowhere; everything needs
a reason and purpose. The planning does not
have to be complicated, just create some basic
tools that you can use as a template:

4. The creation of personas for a typical buyer or
audience is considered the most effective way of
targeting. Remember, we are all information rich;
time poor - causing us to be single minded in
our outlook, based on our own needs.
2.
Target ng
Click to download the Content Marketing Handbook
03
Top 3 approaches to targeting
• Industry trend
• Profile/Persona
• Company characteristic
Content Marketing Institute UK 2014
Content Marketing Benchmark report

5. rele ancy
3.
Engage based on your audience’s agenda not the brand’s.
What are their challenges, needs and opportunities?
What is it that is keeping them awake at night?
Energising and engaging B2B brands
04
90% of people find custom content more
useful with 78% believing organisations who
provide it are committed to developing a good
relationship with them.
Customer Content Council

6. Click to download the Content Marketing Handbook
value
4.
Brands that produce content which adds
value and provides insight in relation to the
audiences’ own business goals immediately
get greater traction and engagement.
05
Customers who believe a brand will provide
business value are 4x more likely to consider
that brand. However, personal value has twice
the effect of business value across a broad
range of commercial outcomes.*
CEB Promotion to emotion research 2014

7. T
T hur
5.
Let’s be honest about content – it has an
agenda, but people have more respect
for brands that are open and truthful.
Energising and engaging B2B brands
06
Honesty is the no1 priority
when telling a brand’s story.
forbes.com

8. Click to download the Content Marketing Handbook
B2B buying isn’t instant or impulsive. Decision-
making and purchasing takes time, with customers
on a journey from the point that triggers the need to
the point at which they become a brand advocate.
Create content that follows their journey.
journey
6.
07
Up to 70% of the buyer’s journey is
complete prior to engaging a vendor.
Forrester

9. Energising and engaging B2B brands
Miller’s law states that the average human
can hold 7 ± 2 ideas in working memory.
simplicity
Valuable insight can become
diluted, confusing and even get lost
altogether when your content tries to
communicate too much. Ensure you
consider its narrative, and communicate
with clarity using creativity and structure
to help its navigation.
7.
08

10. Click to download the Content Marketing Handbook
Your business communicates the brand
through everything it says and does.
With your brand and its personality defined,
the content you produce must support it by
reflecting it in every aspect of its style and tone.
8.
consistency
09
Getting an audience is hard. Sustaining an
audience is hard. It demands a consistency
of thought, of purpose, and of action over a
long period of time.
Bruce Springsteen

11. Energising and engaging B2B brands
Many high value pieces of content fail to
achieve their potential simply because they
are hard to consume and badly presented.
9.
presentation
10
90% of information that enters the brain is visual.
Eric Jensen - Brain-Based Learning

12. Click to download the Content Marketing Handbook
There is a big difference between brand
awareness and brand fatigue. Don’t overwhelm
the audience; consider the frequency, type and
channel in which you share it.
volume
10.
11
People engage with 11.4 pieces of
content prior to making a purchase.
Forrester

13. Energising and engaging B2B brands
Trying to campaign too many ideas to a
single audience at one time can be confusing.
It’s fine to offer different perspectives of the same
story, but stick to a single overall theme – focus on
less to achieve more.
focus
11.
12
Nike has campaigned the idea “Just do it” for
over 16 years. In the same timespan Reebok have
had 14 slogans. In this period Nike’s share of the
sports footwear market has risen to over 50%
whereas Reebok has dropped to under 10%.

14. Click to download the Content Marketing Handbook
Where do your audience hang out, where
do they go for information, whose opinion
do they value? Don’t rely on them
finding you – create a plan in your
selected channels and stick to it.
distribution
12.
13
On average B2B marketers use 12 content marketing tactics.

15. Energising and engaging B2B brands
Effective content takes investment of both
time and budget. You can realise a good return
on your investment by repurposing all or parts
of your content in different ways, in different
channels and by targeting different audiences.
13.
14
o
o
o
repurpose
Almost 60% of marketers repurpose content up to five times.
Eloqua: State of content marketing 2014

16. Click to download the Content Marketing Handbook
What was the objective of the content and did it
achieve it? Did it generate leads? Did you get more
followers on your blog, LinkedIn group or Twitter? What
gets shared? Measure, refine, improve and repeat –
every time, to produce more effective content.
14.
measure
15
Top three metrics used for measuring content marketing
success: Web traffic, Sales lead quality, Social media sharing.
Somewhat bizarrely direct sales was ranked 7th! *
*B2B Content Marketing Benchmarks 2014 – Content
Marketing Institute

17. Content Marketing Companion
Every purchase is a journey. Your brand needs to join
the customer on this journey and your content should
be aligned every step of the way. Our Content Marketing
Companion Guide shares the common stages from
prospect to advocate with tips on how and what content
will steer them in your direction.
Integrated Campaign Guide
We have moved beyond thinking of marketing as online or
off, inbound or out, digital or analog. Now it’s everything –
connected and integrated. Our integrated campaign guide
explores the basic model that will see improved results
from your next campaign.
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engaging B2B brands
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