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
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
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
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
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
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
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)
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