Content marketing plays a crucial role when it comes to digital marketing. Most B2B marketers are always on search to identify which content works with its target audience. But during this process they fail to identify the audience FUNNEL of path - to - purchase.

1. Content Marketing
With context to Indian Marketers – especially B2B

2. Define End
Results
 Need to engage with right target audience.
 Designation:VP, Director and above
 Industries: Pharmaceutical, Automobile, FMCG, Printing &
Packaging, Manufacturing, Oil & Gas and Chemical
 Geography: India, GCC, APAC and Africa
 Engage with the target audience
 Lead Generation
 Generating database

3. Types of
Content Mix
Need to plan blog calendar like a dinner menu. It needs to include all
the food groups like.
 A healthy serving of meaty posts (research and analysis)
 A side of vegetables (thought leadership articles)
 A serving of whole grains (how-to and influencer posts)
 A condiment or two to spice things up (bold statements)
 A sweet dessert (light-hearted, viral-worthy content)

5. Mapping
Content
Throughout
the Buyer’s
Journey
The goal of content is to reach, and then nurture prospects, to
ultimately drive them to become a customer. Buyers now control
the research process. It is critical to market across the buyer’s
journey, both in the early and later stages. CreatingTop of Funnel
and Bottom of Funnel content will help you do this in a way that is
relevant to buyers.
 Need to create content for each stage of funnel, as customers are
on different level of funnel and would appreciate different content

6. Big – Rock
content
This is a substantial content asset (think 15, 20, 30 or more pages).
We need to move from thinking like a publisher to actually
publishing like one by putting out a “book” on your topic.
 Reverse engineer the Big Rock by pulling from your blog. Identify
five or more blog posts that follow a theme, put them in a
sequence, write an intro, conclusion, 1 or 2 case study, add some
influencer interviews and quotes, design the cover and done
 Big Rock is perfect for chunking into smaller derivative content
assets. Elements from the Big Rock can be easily chiselled into
smaller pieces your audience may prefer such as a short blog post,
a colourful infographic or a how-to webinar

7. Insights on
buyers
research
process
Insight 1
 Buyers download an average
of seven informational assets
during the purchase process.
(Source: IDG Enterprise)
Insight 2
 The higher the price of the
solution being considered,
the more assets buyers
consume on the path to
purchase. (Source: 2015
TechTarget Media
Consumption Report)

8. Using LinkedIn
Across the
Buyer’s
Journey
 Marketers can create content hubs on LinkedIn through Company
Pages or Showcase Pages. Relevant content can easily be spread
through Sponsored Content, appearing directly in the newsfeed
and using unique member data to target the right audience.

9. TACTICAL PLAN FOR CONTENT MARKETING

10. Importance of
visual element
for B2B
 A picture being worth a thousand words continues to hold true in
the digital world.
 Even in a business context, articles containing images get 94%
more views.
 Posts with videos attract three times more inbound links and posts
with images are liked twice as often as text-only updates.
 Use infographics and colourful charts to call out important
statistics

11. What content
Indians
consume and
share?
 The top five types of content that Indians share on social networks
include themes such as
 Inspiration
 Humour
 Personal
 Updates
 News
 Instructions
 Sponsor two to four updates at any time to maximise your reach
to your target audience, run each campaign at least three weeks
and have clear CTAs stating what people will get when they click.

12. Here are three examples of how top brands are sharing content on LinkedIn

13. Conclusion
 Content marketing plays an important role for B2B marketing
 More than generic content, it has to be a mix of different content
buckets, as the target audience is in different phase of “Path – to –
Purchase” funnel and we need to influence them at each stage.
 Visual element plays a major role for engaging with B22B
customers

14. ThankYou
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