Creating a Quality B2B Content Marketing Strategy

Creating a quality content marketing
strategy in a large B2B enterprise
Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric
Confidential Property of Schneider Electric
Digital Marketing Exchange – London, 27 September 2016

What is a story?
‘Story’, from latin Historia: recital of true events;
narrative of fictitious events meant to entertain
@giusec

When is a story effective?
When told well and succeeds in
convincing you of its point
@giusec

When we feel fulfilled
it becomes OUR experience

Confidential Property of Schneider Electric |
“Marketing is no longer about the stuff that you make,
but about the stories you tell” – Seth Godin
@giusec

The first Banner Ad (1994)
Page 6Confidential Property of Schneider Electric |
44% CTR
Today the average is 0.04%

Content Marketing is the process of developing & sharing
relevant, valuable and engaging content to target audience
with the goal of acquiring new customers or increasing
business for existing customers.

You get what you give
It’s the brand that gives away the most
useful information that wins.
@giusec

B2B = still Boring to Boring?
Content Marketing strategy in a large B2B enterprise
• Historically B2B required a more rational approach
• New technologies and new channels (social media) are
changing the way B2B companies approach clients
• Content Marketing has been adopted by B2B companies
at faster speed than B2C

The B2B Content Marketing paradox

B2B Content Marketing Strategy in 10 Easy Steps

Define the case for change and gain organizational buy-in
• Make sure all stakeholders understand the case for
change:
• Increase Marketing Opportunities
• Simplify the content creation and management process;
redefine content production ecosystem
• Integrate Content, PR, Social Media
– The most innovative companies have merged social, content
and PR
• Improve geographical distribution and amplification

Business Alignment, Mission Statement
• Content Marketing is part of a wider Marketing
Plan and has to be aligned with Business
priorities and company’s brand strategy
• Content Marketing wants its own mission
statement
Help Small Businesses Do More Business. To
become the largest source of inbound leads.
The destination for Data Center Professional.
We want to provide relevant content to help
simplify the process of assessing, planning,
designing, building and operating data centers.
AMEX
SCHNEIDER ELECTRIC DATA CENTER
Your strategy has to be DOCUMENTED

Insight on a Transformation from a Traditional to a Modern Marketing Approach
ONE Content Editorial Board is the place where things happen. The editorial board manage planning, production and
distribution of all contents through all channels (Social Media, PR, SEO, Emailing, etc.)
Define Content Marketing Roles and Functions
• Content Marketer/Editor.
Strategizes, writes, and oversees
content projects to ensure brand
consistency and alignment with
business objectives.
• Channel Managers. Distributes
content across social channels,
engages online communities, and
contributes to content projects.
• Analytics. Defines best/ worst
performers, conversion optimization
and measurement communications
• Designer. Brings content to life
through the user experience and
rich visuals.
• Contributors. Any content creator -
blogger, photographer, designer -
who contributes to your project.
• SEO/Paid Specialist. Manages the
paid distribution of content online.

From Content Chaos to Content Strategy

Persona types
IT Professional
C-level
Colocation
DC Professional
Plant / Facility Mgr
IT Reseller

Persona, Buyer Journey and Content Mapping are at the core
of your Content strategy
IT Professional
C-level Colo
DC Professional
Plant / Facility Mgr
IT Reseller
PurchaseAwareness Consideration
Checklists
eGuides
eBooks
White Papers
Editorial Content
Analyst Reports
Bog Posts
Videos
Catalogs
Webinars
Case Studies
White Papers
Samples
Product Spec Sheets
Free Trials
Demos
Consultations
Estimates
Quoted
Coupons
SE Blog
APC.com
SE.com
APC Blog
Persona profiling
Buyer Journey and Content Mapping
Content Hubs
PurchaseAwareness
Early stage Late stage

4 amazing examples of Content Mktg
Page 22@giusec
Content Loop, Cap Gemini Txchnologist, GE
StarWars microsite, LEGODestinations, Lonely Planet

Blog is at the core of our Content Marketing strategy
• WordPress
• Our most successful content hub since 2011
• Average blog generates +4,000 views and
+150 shares per post (LI, Twitter, FB)
• IT Division Data Center blog count as +50%
of overall traffic and content (22 active int
and ext bloggers)

“It’s not the best content that win:
its the best promoted content”
- Andy Crestodina, Orbit Media

The YAY-BOO! Scale Content Dist Channels and Social Media
YAY!
BOO!
(B2B version)

Content Distribution & Amplification
• Tweet
• Tweet quotes from the content
• Use Click to Tweet buttons
• Pin it to the top of your Twitter feed
• Post on Facebook
• Post on LinkedIn
• Post on Google+
• Share it in LinkedIn Groups
• Post on Reddit
• Pin it on Pinterest
• Email
• Send an “In case you missed it”
follow-up email
• Use the subscription box
• Optimise the content for SEO
• Align the post with a keyphrase.
• Use related phrases in the article
• Link to the post from other posts
• Email signature
• Podcasts, webinars, presentations
• Guest blogging
• Facebook and Twitter Ads
• Retargeting
• Native advertising

@giusec
“Content Strategy comes first. Social Media and
Channel Strategy will follow.”
- me

POEM: Paid drives to Owned which drives to Earned Media

Two Content Marketing analogies: Big Rocks and Turkey Slices
Overview and Plans for 2H
Big Rocks
• “Big Rock” is Highly Valuable Content. It is a
substantial piece of content based on the idea of
becoming the definitive guide to a conversation that
we want to own
“Thanksgiving analogy” and Turkey Slices
• The idea is to look for opportunities to repurpose
content that you already have (as you’re repurposing
thanksgiving food for some time…)
Content Distribution &
Amplification
Content

The Content Marketing “Power Law”
UniquePageViews
Pages
• More content doesn’t get more
results
• Top 10% of your posts are your
“big rocks”
• The concept of the
“Atomization” of content
• If your content calendar is
holding you to production goals,
you’re doing it wrong.
The top 10% of posts got more pageviews
than the next 90% combined

Examples of “Big Rock” content

Content Marketing Framework
Blog Traffic
TWITTER SHARES FACEBOOK SHARESLINKEDIN SHARES
(Even More)
Blog Traffic
Ppt on Slide Share
Customer
Testimonial
Webinar
“Meet the Expert”
video
GATED CONTENT
(WPs, E-BOOKS, ETC.)
MARKETING OPPS $
eNEWSLETTER +
PAID MEDIA
Earned
Media
SEO/KEYWORDSTRATEGY
Paid Media
Owned
Media
Owned
Media
“Big Rock”
content

Content Marketing is NOT a Campaign
A Campaign is a structured set of Programs enabled by Content

How to understand that you are doing things right…
“
”
I’m missing a couple of turkey slices and
then I’ll be ready to launch next big rock!
When you will hear conversations like

Page views
Content dashboard – Summary
Content contribution to pipeline for e-
DM and non-paid Social
Traffic
Unique Visitors
Backlinks
Sources of traffic
Engagement
Bounce rate
New vs. Returning visitors
Time spent on site
Shares by content type
Conversions
Opt-in rates
Click through rate
Number of leads
ROI
Listening
Share of Conversations (SoC)
Customer Sentiment
Branded Search

Our results after first months are encouraging!
Overview and Plans for 2H
3-6% Conversion rate
3-6%
+6x
• At least 6x higher than the traditional campaign
(1% average resp rate)
• Average response rate is 0.3/0.5% for DM and
less than 0.3% for adverts
2 2 Countries piloting Big Rocks: India and the UK

Content marketing success takes time. Set up a pilot program
as a test, and then, if it’s successful, roll ahead with the series

Let’s review:

All in One Page
Build a case for change and align your content marketing strategy
to business plan and company’s brand message; define your
audience and learn about your customers’ buyer journey; secure
proper distribution and amplification and identify the best
performing content to optimize your results. Always measure
results and set up a pilot program as a test, and then, if it’s
successful, roll ahead with the series.
“
”

If you want to know more…
Page 44@giusec

Creating a Quality B2B Content Marketing Strategy

Creating a Quality B2B Content Marketing Strategy

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