B2B marketers have finally realized that merely throwing content into the ether is both expensive and wasteful. In this e-seminar, Paul Gillin of Profitecture shares practical advice and examples of creating content that builds trust and attracts customers. To listen to the replay go here: http://bit.ly/contentbyprofitecture
1. Content Marketing on a Budget
What You Must Know
Paul Gillin
Senior Consultant
Profitecture
@Profitecture @Pgillin
#content4b2b
Welcome to
Follow @Profitecture Tweet #content4b2b
2. The Content Marketing Cycle
88% of B2B marketers in North
America use content marketing
according to the Content
Marketing Institute.
Content marketing
demands a strategy
• Research by the Content Marketing
Institute and Marketing Profs found
that only 30% of B2B marketers
who use content marketing believe
they are effective at it.
• Asked about their opinion of the
content that vendors provide them,
65 percent of business decision
makers told Forrester, “much of it
is useless.”
3. Evaluate the sales cycle for maximum impact
Sales Cycle
Funnel Source: David Rogers, “The network is your
Customer”
4. Consider the content cube
Sales Cycle
Big Data
Security
Cloud
Analytics
SalesCycleStages
Platforms
7. What is content?
1. Blog posts
2. Press releases
3. Management white papers
4. Technical explainers
5. Lists
6. How-tos
7. Q&As
8. Case studies
9. Your own expert insights
10. Outside expert insights
11. Demos
12. Comparisons
13. Calculators
14. Book & movie reviews
15. Product reviews
16. Research
17. Facts & figures
18. Decision worksheets
19. Templates
20. E-books
21. Infographics
22. Diagrams
23. Posters
24. Photo essays
25. Videos
26. Cartoons
27. Courses
28. Newsletters
29. Polls
30. Quizzes
31. Apps
32. Contests
33. Webinars
34. Podcasts
35. Slide presentations
36. Great list here
8. Low-cost content sources
1. Help desk
Frequently asked questions from
customers yields talking points.
Answers from your support staff
are ready-made content
Repurpose as FAQ, blog posts,
top-10 lists, video clips
Bonus customer research and
satisfaction value
10. Low-cost content sources
2. Thought leaders
Ask 20 experts for an opinion –
then create an e-book
Make it easy for experts to share
the content, tapping into their
social networks in the process.
Promote to media and influencers
Builds relationships while
generating free visibility via
respected sources
14. Low-cost content sources
3. Curation
Choose topics that are relevant
to your products and provide
aggregated information
Archive on a dedicated webpage
and distribute as a newsletter
18. Low-cost content sources
4. Your own experts
Showcase their expertise in
formats that demand a minimum
of their time
Using freelance talent can save
time and reduce overall costs
23. Low-cost content sources
5. Your community
Showcase their expertise in
formats that demand a minimum
of their time
24. Best of your community
Tableau’s Community Highlights Intuit’s Small Business Contest
25. Low-cost content sources
6. Re-use
Update and repackage existing
content as new
Vary media and packaging
Anniversaries and product
updates add news value
Look for “then and now” images
26. A few re-use ideas
• Update older blog posts with new information, graphics
• Create SlideShares
• Republish to Medium
• Republish to LinkedIn Pulse or a LinkedIn group
• Republish to Quora
• Create video content from blog posts
• Create audio content from blog posts
• Create ebooks based on multiple blog posts
• Create new email drip campaigns based on blog posts
• Create infographics
• Create Pinterest collections
• Bundle posts into thematic collections
• Aggregate into “best of” newsletters
Source: Buffer Blog
27. Low-cost content sources
7. Syndicate
Free sources of bonus visibility
• LinkedIn publishing platform
• Medium
• Huffington Post
• Forbes
• Business2Community
• SlideShare
28. Extend Content Life
• Content designed for modular
presentation and social sharing
• Repurpose across sales cycle and
asset type
• Recommend opportunities to reuse
Funnel Source: David Rogers, “The network is your Customer”,
29. Low-cost content sources
7. Syndicate
Free sources of bonus visibility
• LinkedIn publishing platform
• Medium
• Huffington Post
• Forbes
• Business2Community
• SlideShare
30. Takeaways
• Know the customer, the stage in the
buying cycle and key messages
• Think first, “How can I help?”
• Create content modularly for later
reassembly
• Think in terms of use across multiple
platforms
• When possible, use content you’ve
already got
35. Professionals can
provide:
• Unique, custom content
• Streamlined review and approval
cycles
• Professional production values
• Crisp, readable writing
• Optimized with keywords for SEO
• Long- and short- form assets
• Multi-platform deployment
36. Thank you!
Editor In Your
Pocket
Team of writers with expertise in
technology, journalism, multimedia
and B2B digital marketing.
Tiered offerings for all size budgets
Social is baked in for optimal reach
Profitecture can satisfy all your
content needs:
• Individual or serialized blog posts
• Market overviews
• Thought-leading white papers
• E-books
• Practical guides
• Customer case studies
• Infographics
• Video interviews
• Video case studies
• Podcasts
• Webcasts
Content Marketing from Profitecture
http://profitecture.com/ @profitecture #Content4B2B
37. Content Marketing on a Budget
What You Must Know
Paul Gillin
Senior Consultant
Profitecture
@Profitecture @Pgillin
#content4b2b
Thank You
Follow @Profitecture Tweet #content4b2b
The experts in B2B Employee Advocacy & Channel Activation