We often hear that there are extreme differences between B2B and B2C content marketing. Join this B2B session with Jeffrey L. Cohen a Distinguished Lecturer in Marketing Analytics and Social Media in the Miller College of Business at Ball State University and the co-author of The B2B Social Media Book to understand how companies in the B2B space achieve liftoff and success in the Social Media world.

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Social Content Marketing
in a B2B World
Jeffrey L. Cohen, Distinguished Lecturer
Ball State University
@JeffreyLCohen

2. Track: Social Marketing
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Presentation Overview
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Content marketing
starts with business
goal alignment.
B2B companies use
content marketing to
build trust with
prospects.
Throwdown:
gated vs. non-gated
content

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74% of B2B content marketers
cite lead generation as their
goal for content marketing.
- Content Marketing Institute, 2014

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Align with Business Goals
Content marketing efforts should not
be siloed.
What are executives tracking on a
daily, weekly or monthly basis?
What metrics are other departments
tracking?

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66% of the most effective B2B
content marketers have a
documented content strategy.
- Content Marketing Institute, 2014

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Content Builds Trust
People do business with people that
they Know, Like and Trust.
Providing information of value builds
trust – the key to a relationship.
Marketing is responsible for prospect
education more than ever before.

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Educational content is a great way
to build trust with prospects.

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58% of B2B content marketers
say their content marketing
efforts are not effective.
- Content Marketing Institute, 2014

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Throwdown: Gated vs Non-Gated
Gated: ebooks, webinars, tools and
templates
Non-gated: infographics, videos,
ebooks, slide decks
A non-gated ebook gets 20 to 50 times
the downloads, according to
@DMScott.
Leads versus reach

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Align your content
marketing goals to
business goals.
Use content to build
trust with prospects.
Know the difference
between gated and
un-gated content and
when to use each.
Takeaways
1 2 3

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Take the Survey in
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$50
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Questions?

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CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES

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