13. Know where youâre going
13
If you donât know where youâre going, any strategy will
get you there
Goals Objectives
Strategies
Tactics
What are your marketing
goals? Increase sales,
improve credibility and
visibility in the market,
raise brand recognition?
What are the specific
objectives? E.g. grow
LinkedIn connections,
engage in conversations
on Facebook, increase
site traffic
What is your core
strategy? Create thought
leadership content, build
and engage a niche
following, etc.
What are the tactics that
will help you reach those?
E.g. choosing social
media channels,
responding to comments
within 6 hours, forming a
22. Research relevant content
22
If you donât know what is relevant, you canât create it
Competition
SEM
Keywords
Channels Metrics
What is your competition
doing that is working?
Why?
Brainstorm and research
your industryâs relevant
keywords to determine
the most popular to target
Look through all
marketing channels to
see which content is the
most popular: email,
social, traditional
Use existing metrics to
evaluate relevance of
existing content
25. Your goals dictate your
channels and tools
25
CM for
awareness
⣠Identify user generated
content
⣠Identify market
characteristics
⣠Define campaign success
⣠Research and engage
influencers
CM for
lead
generation
⣠Research prospects
⣠Deliver prospect lists
⣠Identify engagement
opportunities
CM for
loyalty
⣠Service feedback
⣠Cost impact analysis
⣠Measuring customer
service process
27. 27
Focus on THEM
⣠Target key
influencers
⣠Share their posts
⣠Like their photos
⣠Leave comments on
their posts
⣠Respond to their
comments
⣠Treat them like rock
stars
Rock
star!
29. Know where youâre going
29
If you donât know where youâre going, any strategy will
get you there
Goals Objectives
Strategies
Tactics
What are your marketing
goals? Increase sales,
improve credibility and
visibility in the market,
raise brand recognition?
What are the specific
objectives? E.g. grow
LinkedIn connections,
engage in conversations
on Facebook, increase
site traffic
What is your core
strategy? Create thought
leadership content, build
and engage a niche
following, etc.
What are the tactics that
will help you reach those?
E.g. choosing social
media channels,
responding to comments
within 6 hours, forming a
According to a recent IDG Connect B2B study, 89% of IT buyers want educational content. This same study notes that, "IT buyers will soon look to social media as the single most important content source to inform their buying decisions.â
Goal is to educate buyers
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience â with the objective of driving profitable customer action.
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience â with the objective of driving profitable customer action.
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience â with the objective of driving profitable customer action.
Provides value, educates, creates reciprocity, attracts different public through multimedia formats
We offer this free white paper on remote agents on our site.
Which has the highest conversion rate of any landing page on our site.
2,943 pageviews (only post 3x/month!) which add 50% to our siteâs 7,000 pageviews and is a primary referrer to our site
Free webinar with Forrester analyst gave us a mailing list of 200 for monthly emails with rich content
83% of B2B marketers use a content marketing strategy, but only 35% have documented it
60% of marketers with a documented CM strategy said it was effective; only 32% of those with a verbal strategy did
60% of marketers with a documented CM strategy said it was effective; only 32% of those with a verbal strategy did
42% said daily or weekly; those with documented strategies, 23% said daily
Only 21 percent said they are successful; however, the number goes up to 35 percent for marketers who have a documented strategy.
Similarly, when looking at challenges, almost half of B2B marketers cited measuring content marketing effectiveness as a challenge â a number that has gone up from 33 percent last year.
B2B marketers use an average of 13 content marketing tactics â same as what was reported last year. Of these tactics, 92 percent cite social media content (other than blogs) as the most used, followed by eNewsletters (83 percent), and articles on their website (81 percent). Infographics as a tactic saw the biggest rise in usage (from 51 percent last year to 62 percent this year). Illustrations/photos was a new option this year.
New for this year, we presented marketers with a list of 28 content marketing initiatives and asked them to indicate which ones they are âworking on now,â âplan to begin working on in 12 months,â or are currently ânot a priority.â Marketers reported that they are working on an average of 13 initiatives now â and are planning to begin work on an average of eight more initiatives. Sixty-nine percent of marketers said they are working on âcreating more engaging contentâ now, and 36 percent will begin working on âmeasuring content ROIâ within the next 12 months, making these two areas the most often cited in those two categories.