B2B thought leadership content is a very particular beast. Not only is the content unique, but it has very specific goals during a buying journey that is long, winding and complex compared to its B2C cousin.
Speaking at the Online Influence Conference (OI Conf) in Cardiff in March 2017, Axonn Media's head of social, Catherine Cooke, discussed the topic of thought leadership content for B2B organisations.
These are the slides from the presentation, but you can also read a summary of her presentation on our site, as well as watch a video of her talk.
http://bit.ly/b2bthoughtleadershipcontent
2. Introduction
● Over 7 years in digital marketing
● Social & content strategies for B2B businesses of all sizes
● LinkedIn trainings for B2B companies
catherine.cooke@axonn.co.uk
@catherine1090
@axonnmedia
3. ● Why content is important
for B2B companies
● What is thought leadership
content, & why is it relevant
for B2B?
● Linking B2B content to
revenue generation
● Practical advice for creating
& distributing thought
leadership content
MASTERCLASS
WILL COVER:
7. Content
The B2B journey to purchase is
long and winding
Awareness:
via press &
social
media
Consult
with
peers/
network
Contact
chosen
supplier
Identify
need for a
service
Search
online for
specific
provider
Dialogue
with sales
team
SALE
Social
media/
press
Website
/ search
engines
Company
website
Email/
newsletter
Months/Years
8. JEFF ERNST
FORRESTER RESEARCH
“Business buyers don’t ‘buy’ your
product or service, they ‘buy into’
your perspective and approach to
solving their problems.”
9. of B2B buyers bought from
the brand that first
demonstrated an
understanding of and
solution to their problems.
RESEARCH
72%
*LinkedIn: “The Sophisticated Marketer’s
guide to thought leadership”
36. KEY
TAKEAWAYS
❏ Get senior buy-in to
your thought
leadership content
strategy
❏ Don’t ignore the
expertise of your
team mates
❏ It’s not about form -
it’s about quality &
expertise
38. Slides are now on our site:
where you can sign up to be
notified of the video of this
Masterclass.
bit.ly/oiconfb2b
Find us at Stand 18
@AxonnMedia