An overview of content marketing and the 6 Steps to content marketing success.

1. content marketing
winning the B2B marketing
game on a new field of play.
© Copyright 2012 Tactus Associates. All rights
reserved.

2. The new field of play
customers don't buy the same way they used to
salesmen don't sell the same way they used to
competitors don't compete the same way they used to

3. Content marketing:
what is it
…and how can it help

4. Content marketing is the
creation and distribution of
compelling, often educational,
content to attract or retain
customers and prospects.

5. Content marketing goes by other names
custom publishing custom content
branded content corporate media
thought leadership inbound marketing
…but probably not for long

6. Content marketing:
owning media, not renting it.

7. Traditional B2B marketing:
telling the world you’re
a rock star.
Content marketing:
being a rock star.

8. Your customers don’t care about you.
They care about themselves.
Content marketing creates
information your customers
are passionate about

9. Your content can deliver value to
customers by providing…
market intelligence
product information
business skills technical advice
expert opinion industry gossip
insider knowledge fun and games

10. You can distribute your content in many
forms, especially on-line…
videos microsites
article posting
social media blogs
e-books
case studies podcasts
research reports
white papers
e-newsletters webinars/webcasts
content in
traditional media in-person events
print newsletters

11. How is content marketing different from
traditional B2B marketing?

12. …instead of pushing
brand advertising
product description
sales promotion
corporate information

13. you can pull customers in...
1. pre-qualified leads: interested in your offer
2. disposed to trust you: accept you as an authority
3. open to further communication: they owe you one

14. Bonus benefit: content marketing is
an SEO turbo-booster.

15. Let’s sum it up…
traditional marketing vs content marketing
advertise publish
buy media own media
push pull
tell show
seller advisor

16. Content marketing
…making it

17. 6 steps to content marketing success…
1. the big picture
2. the team
3. ideas
4. planning and production
5. audience development
6. conversion and analysis

18. Step 1: the big picture – strategy
3 things to consider:
2 whos and a what…

19. 1 who you are
What is your world view
Why do you do what you do
How do you answer WIIFM

20. in other words…
your story
aka
your
brand

21. 2 who your customer is
the target individual
not just in for each piece of
general… content you
create…
…and what he/she wants

22. 3 what you want your
customer to do (or think)
not just in the desired response
general… for each piece of
content you create
provide email address
buy your product
download content

23. Step 2:
the content team

24. Step 2: the content team
executive buy-in resources
CCO
Chief Content Officer
in-house external
content pros content pros
content sources production

25. Step 3:
content ideas

26. Step 3: content ideas
interrogate
your organization
mercilessly. What are we good at?
How are we special?
What do customers need?

27. Step 3: content ideas
looking outside the
organization for
Social listening
content
ideas. Industry sources
(press, associations, events…)
Customer interviews

28. content mix
entertain games, satire
inspire awards, futurism
provoke controversy, edgy comment
teach how-to
inform news, research, tools

29. Step 4:
planning & production

30. Step 4: planning and production
thinking like a
publisher Forward planning
(editorial calendar)
Work assignment
(in-house or external)
Presentation
(professional design)
Editing
(style, consistency)

31. re-use, recycle, re-purpose
start with a big re-deploy chunks
content idea
blog post
video
slide show
seminar/webinar
e.g. e-book
infographic

32. Step 5:
audience development

33. Step 5: audience development
Existing contacts
build it and (customers, prospects)
hope they will
come? Influencers
(engage, respond, motivate)
SEO
(target keywords, links)
Paid media
(advertise content)
Syndication
(e.g. guest posting)

34. Step 6:
conversion & analysis

35. Step 6: conversion and analysis
conversation and repetition
make an
offer invite
feedback rinse and repeat
ask for
advice request
contact info
mini conversions

36. content marketing funnel
non-selling awareness
friend
known name
non-gated
prospect (in dB)
soft-sell lead
gated
hard-sell opportunity
non-gated
customer

37. Get content into hands of salespeople
Reasons to contact
Door openers
Leave-behinds
Sales talk guides

38. Metrics
email open rates
email conversions
content views/downloads
social downloads/shares
webinar registrants
blog comments
leads

39. Tools
Google Analytics
HubSpot
Adobe Sitecatalyst
Radian6 (Salesforce)

40. Top content marketing challenges
Producing enough content 64
Producing engaging content 52
Producing a variety of content 45
Budget constraints 39
Inability to measure results 33
Lack of knowledge/training 26
Lack of buy-in 22
Source: Holger Schulze, B2B Content Marketing Trends 2012

41. Coming soon…
Content marketing
in the real world

42. Want to know more about
Content Marketing?
Contact Tactus.
contact@tactus.co.jp
© Copyright 2013 Tactus Associates. All rights reserved.