Content Marketing Evolution: How to Align Content Marketing to the B2B Marketing Process. It's not a Social Media Dance Party it's a Lead Dance Party.
Presented at Social Media Strategies Summit Dallas #SMSsummit
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A Few Key Data Points
“
33%
5
Marketing budgets allocated to
content marketing
44%
Social media distribution channels
Outsource B2B content creation
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Customers choose you
Leads contact you
Customers book & buy
Time to Align Content to Buying Journey
Prospects discover you
when they search, surf & socialize [then they click to visit]
when your website makes a good impression
when you stand out with good, timely follow-up
when you provide a great customer experience
9. In Reality
Leads leak out
At each stage
Ideally
All visitors become
leads and all leads
Become customers
10. 7%
of visitors contact you
[call, email, form]
30%
of contacts become
active leads
interested in buying
30%
of leads convert
into customers
1,000 Visitors
70 Contacts
21Leads
6 Customers
66,000 Prospects 1.5%
of prospects click to
visit your Website
DiscoverContactChoose
Simple Marketing Math
Small changes
make a BIG
impact on your
customers
and profits
Source: Marketing Sherpa
11. 7%
of visitors contact you
[call, email, form]
30%
of contacts become
active leads
interested in buying
30%
of leads convert
into customers
1,700 Visitors
119 Contacts
36Leads
11 Customers
66,000 Prospects 2.5%
of prospects click to
visit your Website
DiscoverContactChoose
Understanding Marketing Math
1% increase in
visitors to your
website results in
almost 100%
increase in
customers and
profits
Source: Marketing Sherpa
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Buyer Needs at Each Stage
• Recognize problem or issue
• Want to change status quo
• Gain confidence in right
product/service selection
• Understand ROI of each to build
business case
DISCOVER
Surfing, Searching
and Socializing
CONSIDER
Researching and
Evaluating
BOOK/BUY
Getting Estimates
and Purchasing
REPEAT
Sharing Experiences
And Buying Again
• Explore possible solutions
• Define short list of providers
• Commit to change
14. • Ebooks & guides
• Quizzes & widgets
• Newsletters
• Demo videos
• Webinars
• Industry analyst reports
• Testimonials
• Case studies
• Live or in-person events
RESEARCHING AND EVALUATING
Key leading indicators:
• Click-throughs, open rates
• Downloads
• Inquiries, form submits
• Database growth
Contact & Choose Phase: Recommended Content
15. Book/Buy Phase: Recommended Content
• Live or in-person
events
• ROI Calculators
• Pricing guides
• Total cost of
ownership tools
GETTING ESTIMATES AND PURCHASING
Key leading indicators:
• Qualified Leads
• Booked Appointments
• Opportunities
• Pipeline size
• Closed Deals
16. #SMSSummit @MikeDMerrill
Recommended Content Summary
REPEAT
Sharing Experiences
And Buying Again
BOOK/BUY
Getting Estimates
and Purchasing
Buying
Stage
Buyer Needs Recommended
Content
KPIs
Discover
• Recognize problem or issue
• Want to change status quo
• Blog Articles
• Infographics
• Ebooks & Guides
• Assessments & Quizzes
• Meme Marketing
• Videos
• Webinars
• Traffic, page views, time
onsite
• Downloads
• Inbound links, page rank
• Fans, followers
• Mentions, comments, shares
Consider
• Explore possible solutions
• Define short list of providers
• Commit to change
• Ebooks & Guides
• Quizzes & Widgets
• Newsletters
• Demo Videos
• Webinars
• Industry analyst reports
• Testimonials
• Case studies
• Click-throughs, open rates
• Downloads
• Inquiries, form submits
• Database growth
Book/Bu
y
• Gain confidence in right
product/service selection
• Understand ROI of each to
build business case
• Live or in-person events
• ROI Calculators
• Pricing guides
• Total cost of ownership tools
• Qualified Leads
• Booked Appointments
• Opportunities
• Pipeline size
• Closed Deals
17. #SMSSummit @MikeDMerrill
Build Buyer Personas to Tailor Content Needs
1. Title: Dentist
2. Role: Owner
3. Age: 38
4. Sex: Female
5. Education: Doctorate
6. Experience: 10 Years
7. Ad experience: YP, Valpak, Local pubs, Direct Mail
8. Goals: Lower cost to acquire more patients,
spend less time worrying about marketing
9. Challenges: Determining the ideal
marketing strategy, understanding the
latest in online marketing
10. Needs: Transparent ROI, fewer vendors to
manage (single source), face to face sales
rep to educate/inform
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Best Practices for Content Promotion
5 Consider Promoted Posts / Sponsored posts / FB
Custom Audiences / FB Lookalike Audiences
1 Use perfectly formatted images on Facebook,
LinkedIn and G+
2 Make sure the first 100 characters are the most
crucial
3 Shorten URLs
4 Use UTM Strings for Google Analytics
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Recommended Reading
1. B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America
http://bakn.me/Ug6CWH
2. 4 Questions Answered about Buyer Personas
http://bakn.me/Wzg0Ew
3. 7 Ways to Research Your Buyer for Content Marketing
http://bakn.me/11rQ4PA
4. The Content Grid v2
http://bakn.me/VjYo4k
5. The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle
http://bakn.me/YfSFhP
6. Optimize Content Marketing by Facilitating the Buyer’s Journey
http://bakn.me/Ug6s1k
7. Step-by-Step Templates for Mapping your B2B Content
http://bakn.me/11c220A
8. The Content To Consumer: Aligning & Automating the Delivery of Content according to
the Buyer Stage
http://bakn.me/TwTsDS
9. Content Mapping for a Buyer-Centric Content Strategy
http://bakn.me/TvSozG
10. Optimize B2B Content Across the Sales Cycle
http://bakn.me/11CpKSQ
Hinweis der Redaktion
Could entrepreneurs stop creating new platforms please. We were just starting to master Facebook and learn how to drive engagement
The proliferation of platforms have lead to memes like this. To help explain how one would use each platform whether it be a consumer or a business
Every year the Content Marketing Institute and MarketingProfs collaborate on a report that talks about Benchmarks, Budgets and Trends in Content Marketing. Let’s just look at a few of these telling stats
- B2B Marketers are spending 33% of their marketing budgets on content marketing up 7% from last year. 54% plan on increasing content marketing spending next yearB2B marketers are using 5 social distribution channels, with the most popular being LinkedInAll Content tactics are being used more frequently with research reports, videos, and mobile content sing the largest increases44% outsource B2B content creation
Let’s look at Content Marketing Usage by Tactic, a graph out of the CMI/Marketing Profs report:- All Content tactics are being used more frequently with research reports, videos, and mobile content sing the largest increases
With the help of Penguin and Panda, authentic content became paramount. Not only are we trying to support all this tactics and platform but we also need to drive engagement to drive Edge Rank and SEOMany are struggling to measure social media effectiveness
But it’s not about publishing more content it about publishing the right content at the right time for the right person. It’s time to apply a growth hackers mentality to the value of the content you create.Let’s consider a simple buying funnel for a buyer onlineDescribes the marketing and sales process of turning prospects into customers.
Include slide not on how to articulate the percentages
Include slide not on how to articulate the percentages
So let’s look at the recommended formats
So let’s look at the recommended formats
So let’s look at the recommended formats
Definition: an in depth profile representation of the buyer audience that influences/makes the purchasing decision for the product and services that you are trying to market. Hubspot Definition: Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.This is just one persona. For complex solutions you could have numerous personas that impact the sales: initiator, influencer, end-user, buyer, decision-maker, gatekeeperEach Persona will have different questions at each stage of the buying cycle. So you can see there is plenty of work to be done
Here we could have persona’s for each person’s role in an enterprise sale
Definition: an in depth profile representation of the buyer audience that influences/makes the purchasing decision for the product and services that you are trying to market. Hubspot Definition: Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.This is just one persona. For complex solutions you could have numerous personas that impact the sales: initiator, influencer, end-user, buyer, decision-maker, gatekeeperEach Persona will have different questions at each stage of the buying cycle. So you can see there is plenty of work to be done
Definition: an in depth profile representation of the buyer audience that influences/makes the purchasing decision for the product and services that you are trying to market. Hubspot Definition: Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.This is just one persona. For complex solutions you could have numerous personas that impact the sales: initiator, influencer, end-user, buyer, decision-maker, gatekeeperEach Persona will have different questions at each stage of the buying cycle. So you can see there is plenty of work to be done
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