#CMWorld Twitter Chat on B2B Content Marketing with Ardath Albee

#CMWorld
B2B CONTENT
MARKETING
TWITTER CHAT
Featuring Marketing Interactions, Inc.’s Ardath Albee @Ardath421
and Content Marketing Institute’s Joe Pulizzi @JoePulizzi
#CMWorld • contentmarketingworld.com

B2B Content Marketing #CMWorld • Twitter Chat
Q1: What do you think the biggest
difference is between #B2B and #B2C
content marketing? #CMWorld

A1: Biggest difference is complexity of the buying process > time, people,
knowledge, consensus #cmworld
@ardath421
A1: I think also - more people involved in the buying process... sometimes up
to 7 or more #b2bcontentmarketing #cmworld
@JoePulizzi
@michelelinn agree and lead nurturing is huge so you have to lead your
prospect down the right path #cmworld
@SusynEliseDuris
A1: There is often higher risk with B2B buying decisions not just financial
but career and reputation as well #cmworld
@tracibrowne

Q2: What are your first steps in
creating a #B2B #contentmarketing
strategy? #CMWorld

A2: Creating buyer personas always comes first for #contentmarketing strategy
#cmworld
@ardath421
A2: create objectives & goals, then create your strategy, identify platforms,
groups. Use CRM to gather data #CMWorld
@Lttlewys
Q2 Understanding not just who but why - why would personas care what you
have to say? Why will they engage with your brand? #CMWorld
@webber_karen
A2: You have to know who you’re trying to influence/motivate before creating
a #B2B #content strategy #cmworld
@ardath421

Q3: Should #B2B marketers tie
content marketing to revenue?
If so, how? #CMWorld

A3: Yes. Every-touch attribution should be applied to quantify contribution
to downstream revenues #cmworld
@ardath421
A3: Need to tie #contentmarketing to sales, lowering expenses or customer
retention. What else is there? #cmworld
@JoePulizzi
@JoePulizzi agree, it’s not always for the purpose of a sale but should
always be attached to a $ value #cmworld
@tracibrowne
A3: Also need to track what content sales uses to influence purchase
decisions #salesenablement #cmworld
@ardath421

Q4: How often should #B2B companies
audit/refresh their content? #CMWorld

A4: Establish a content governance process create, publish, refresh, chunks,
archive, retire #cmworld
@ardath421
A4: Once have complete audit, update it with new inventory as you go makes
life easier #cmworld
@ardath421
@michelelinn @ardath421 We update quarterly. But like restaurant menu,
we keep some old and introduce some new. #CMWorld.
@HiPhaedra
A4 content with cited sources should be checked annually for freshness and
currency of facts #cmworld
@SFerika

Q5: How are #B2B companies
organizing their teams around content?
Is one person/group responsible?
#CMWorld

A5: I see it differently depending on org > one group or by product or industry teams
#cmworld
@ardath421
A5: Someone in the division or product group needs to be accountable for
#contentmarketing - ala Chief Content Officer #cmworld
@JoePulizzi
@JoePulizzi A5 Person in this role MUST take great pain to communicate
w/ every dept. Best content is informed by entire org. #cmworld
@njh287
A5: Set up content ambassadors in each group (search, social, email, pr)
and meet on a regular basis like @SAS does. #cmworld
@JoePulizzi

Q6: It seems like the focus is on content
marketing before the sale. What about
content for retention? #CMWorld

A6 email newsletters are a great client content marketing opportunity,
as are communities #cmworld
@SFerika
A6 - We’ve done well with content post-sale, make them feel valued part
of team after sale. That’s how we create evangelists. #cmworld
@SusynEliseDuris
For retention - In-Person events are rated most effective by B2B marketers.
Here’s the research. http://t.co/c1PfEPHw2h #cmworld
@JoePulizzi
Customer retention content is about helping customers find even more
value than they originally purchased #cmworld
@ardath421

Q7: Sales channels want leads,
content marketers want info to be shared.
How can they work together? #CMWorld

A7: Schedule monthly interviews over the phone. Key is to make content a sales activity
and part of the sales team’s routine #CMWorld
@SamBrennand
A7: Creating content “cliff notes” also engages sales - they’re not going to plow
through all your content #cmworld
@ardath421
@consected You can also use @slideshare popups - that way, you can keep it ungat-
ed but still work to get subscribers. #cmworld
@JoePulizzi
@CMIContent by creating engaging content demonstrating clear benefits and a strong
call to action, info should generate the leads #CMWorld
@aresocontent

Q8: How can #B2B marketers develop
personas that are based in fact instead
of theory? How often should they be
updated? #CMWorld

A8: Uh...talk to customers more? You’d be surprised how many
B2B #contentmarketing strategies skip this step. #cmworld
@JoePulizzi
A8: Personas will never be fact. They’re an interpretation based on human input,
backed up by research #cmworld
@ardath421
Must. work. with. sales. to. develop. personas. Repeat phrase.
Consider it a mantra. #cmworld
@SusynEliseDuris
A8 #CMWorld I hope #b2b marketers base personas on real customers.
Many products are roadmapped based on marketing’s personas.
@consected

Q9: What kinds of Q’s should a B2B
org ask when choosing a mktg automation
solution? How do you know when
you’re ready? #CMWorld

A9: What kind of data do we need to get started?
Do we have it? #cmworld
@ardath421
A9: Can my team run the MAP or do we need IT to do it? #cmworld
@ardath421
A9: Do we have a content marketing strategy? Do we know what the
end goal will look like? - before buying technology #cmworld
@JoePulizzi
A9: Do we have the content that would make a marketing automation
solution worth the time, cost and effort? #CMWorld
@SamBrennand

Q10: What do you feel is the
biggest social opportunity for
#B2B companies? #CMWorld

Q10: For social tech - @slideshare and @linkedin. Both major publishing
platforms where B2B customers hang out in some way. #cmworld
@JoePulizzi
A10: Tell a story that connects all stages of buying process and casts their
customers as the hero - should traverse channels #cmworld
@ardath421
A10: I think the opportunity is not so much where but how well U do it.
So many co’s more concerned w/quantity over quality #cmworld
@tracibrowne
A10: #B2B Content Marketers need to always be in pursuit of contextual
relevance in social #cmworld
@ardath421

Want to learn more?
Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at
Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key
content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits.
Simply follow #cmworld on twitter to join the conversation.
• July 2: Content Strategy with Michael Brenner @brennermichael
• July 9: Search and Social with Lee Odden @leeodden
• July 16: Financial Content Marketing with Mitch Joel @mitchjoel
• July 23: Social Media Marketing with Joe Chernov @jchernov
• July 30: B2B Content Marketing with Ardath Albee @ardath421
• August 6: Small Business Content Marketing with Brian Clark @copyblogger
• August 13: Multi-Channel Marketing with Andrew Davis @tpldrew
• August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava
Get transcripts from all #CMWorld Twitter chats and
see the upcoming schedule: http://bit.ly/CMW_TwitterChats

#CMWorld Twitter Chat on B2B Content Marketing with Ardath Albee

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#CMWorld Twitter Chat on B2B Content Marketing with Ardath Albee