A presentation put together by myself and Tony Donnellan on helping SMB's with Content Management focused around B2B. It explains why content marketing is worth doing and how to go about doing it. @tonester & @brandjoe

1. Content
Marketing

2. 1. Why Content Marketing is so valuable (particularly for
smaller businesses)
2. Where Do I Start?
• Why people share
• Understanding the buying process and content needs
• Thinking like a publisher
• Your objectives
• Creating an editorial calendar
3. Creating – Platforms, Formats and Inspiration
4. Tracking and Measuring

3. WHY IS
CONTENT
BECOMING
SO
VALUABLE?

4. 1. Makes You Easier To Find
70% of B2B buyers use Search
engines at the start of their buying
process
(Marketing Sherpa 2012 SEO Benchmark Report)

5. It Delivers Traffic

6. It Costs Less

7. 2. Makes You Easier
to Recommend
More than
8 OUT OF 10
IT decision-makers said word of mouth
recommendations are the most
important source when making buying
decisions
Forrester Research, How to take B2B relationships from Indifferent to Engaged: Jan 2009
BETHEHURRICANE.COM | TWITTER.COM/SOCIALVATION

8. Sharing Adds Credibility

9. Word of Mouth is now Jet Powered!
Don’t just aim to be read – aim to be SHARED

10. Content Fuels B2B Social
Brands play a key role: 60% of all content-sharing messages specifically
mention a brand or product name

11. 3. People Remember What They Share
73% say they process
information more deeply, thoroughly
and thoughtfully when they share it
“Sharing information helps me do my job. I
remember products and information sources
better when I share them and am more likely
to use them.” Participant, male
“Psychology of sharing” New York Times 2011

12. 4. It Helps People to Buy
9 OUT OF 10
buyers say that when they’re ready to
buy, they’ll find you
Content marketing is your opportunity to shape their thinking (write the proposal)

13. 5.
• Smaller businesses often thrive
due to a particular expertise
• In the past it was enough to
claim this expertise…
• Content marketing gives you
the opportunity to demonstrate
it
The Result?
• You become the ‘go to’ person
or company within your
category

14. 6. Content Marketing builds trust and familiarity
70%+
of purchases are restricted to established
vendors or are heavily dependent on Word
of Mouth recommendations
Source: Buyersphere ebook, Enquiro

15. Content Drives
• Search Ranking
• Recommendation
• Understanding
• Buying (not selling)
• Experts
• Trust and Familiarity

16. But Where Do I Start?

17. 1. Understand Why People Share
49% say sharing 68% share to give 49% say sharing 78%share 84% share
allows them to people a better allows them to information because it is a
inform others of sense of who they inform others of online because it way to support
products they care are and what they products they care lets them stay causes or issues
about and care about about and connected to they care about
potentially change potentially change people they may
opinions or opinions or not otherwise
encourage action encourage action stay in touch with
“Psychology of sharing” New York Times 2011

18. There are different types of sharers

19. 2. Understand your customers buying
process
Strength

20. What content
are B2B
marketers
using?

21. 3. Be Clear About What YOU Want to Achieve
Phase Persona Objective Theme Subject Format
• Awareness • CxO • Awareness • Vision • Future trends • White Paper
• Consideration • Directors • Perception • Point of View • Thought • Video White
• Decision • LoB Manager • Trust • Proof Leadership Paper
• IT • Preference • Comparative • Market • Interview
• User • Recommenda • ROI analysis • Webinar
tion • How To • Data Sheets
• In Depth • Case Studies
• Top Reasons • Infographic
• Five Ways • Demo
To… •…

22. 4. Think Like A Publisher
• Information over promotion
• Help rather than sell
• Hold opinions / pick a fight!
• Invite debate

23. Create An Editorial Calendar
• Saves time by maximising all opportunities
• Keeps your messaging on track
• Aligns you with industry ‘events’
• Gives you the flexibility to respond
• Schedule writing / creating time, not just
dates

24. What have you done for me lately?
• Your audience don’t care about you or your brand
• What you’ve done in the past doesn’t matter
• Think how you can help them now!

26. The Problem
• We’re all busy
• No time to do more

27. To create
To publish
To measure

28. 3 Ways To Create Content
IN-HOUSE CO-CREATION CURATED
COMPANY CROWDSOURCED RECOMMEND
BLOG RESEARCH AND SHARE
OPINION COMMENTARY
PIECES
Content Spans Platforms

29. Your email newsletter could
blossom as a blog
• People to subscribe via RSS, which reduces inbox overwhelm.
• Prospects and customers can engage with you through
comments and questions.

30. Tips to Make Blogging Easier
• Guest bloggers • Create a schedule that
• Spread the task around you can live with
(find people already • Keep a list of blog topics
blogging!) • Write a couple at a time
• Find the stories in your • Interview experts
business – be creative
• Video Blog

31. Where to Blog
• A wide range of
Blogging tools
• Free and paid
• Hosted and Client
Side

32. Create a Video Channel
Interviews or Voxpops
Channels
Events you attend
Events you run
Interview clients
Interview employees

33. Just Audio?
• Podcasts
• Audio books

34. Webinars
Readymade Build your own
audience audience

35. Crowd Source Content
Create surveys quickly and for free with Google Docs

36. Crowd Source Content
1. Identify industry trends
2. Discover different strategies that customers are using
3. Discover peoples worries or concerns
4. Uncover success stories
5. Ask customers why the buy from you
Also uncover those customers that are most vocal

37. Create Animations / Viral Videos

42. IBM Many Eyes

43. Create Tools
• Step up your quality control and
ensure all aspects of your websites
are complete before exposing
• A legal checklist you can view them to the world at large. Create
online or print on paper is a your own checklist templates and
great tool for pointing out test your projects before launch.
potential legal concerns and
identifying needs for help.

44. Create presentations!!
• Prezzi
• Powerpoint&
Keynote

45. Co-Create content
Use your community
to co-create

46. Don’t Create Content, Curate it!
OLD SCHOOL NEW SCHOOL
• Coment • Scoop.it
• Google Reader / • Strawberryj.am
Blogs
• Twitter

49. Where Do I Find Inspiration?

55. Wordle

56. Results are Easier to
Measure

57. Allow you to track all Create campaign codes
links from one place and tracking links
Track Platforms – most have their own tracking capabilities

59. THANKYOU