B2B Content Marketing Guide
10 easy steps to generating
Inbound Leads
White Horse Digital
@whdigital
www.whitehorsedigital.co.uk

Creating a content strategy that connects with your
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customers, positions you as the experts your
and gets found and shared is called inbound to
easy steps
marketing. getting
You probably inbound leads.
INTRODUCTION
know a bit about our clients:
We help
content • Create content that stimulates interest & generates need.
marketing
already.

The digital landscape evolves fast.
Right now, content is a currency in
the B2B world.

The perfect
convergence of:
SEO,
online
PR,
brand,
paid
media,
blogging.

If you are a B2B business,
creating great branded
content can generate you a
healthy supply of inbound
leads.
Let’s get started.

OUR TOP TEN
1. HAVE A CLEAR GOAL AND PROPOSITION
2. FOLLOW A PROCESS, USE A FRAMEWORK
3. THINK SEARCH (GOOGLE & SOCIAL)
4. MAKE SURE YOUR SITE CONVERTS
5. START BLOGGING
6. CONTENT CREATION
7. BUILD ONLINE PR
8. GET CONTENT FOUND & SHARED
9. NURTURE THROUGH THE FUNNEL
10. MIX UP YOUR TOOLS

1. HAVE CLEAR GOALS & PROPOSITION
LOOK AT YOUR CUSTOMERS
Content
for
the
customer
lifecycle
Ebooks and video might be right to
attract & get found, but email
campaigns can be better to nurture a Case study
prospect. Think where the social as
well as content elements sits.
slideshare
email social
blog video
ebook

2. USE A FRAMEWORK
• How-to-guide
Ebook
• Useful tips
• Visual
Campaign #1 Slideshare
• Integrate into
Linkedin
• How to write a
really good blog
Blog
posts
post
• Specialist

4. THINK SEARCH (GOOGLE & SOCIAL)
Research popular longtail phrases
that will help your prospects, for
example we use “b2b content
marketing guide”.
Campaign
Google is NOT the only search point!
#1
People increasingly search on Twitter,
Linkedin, Facebook, Google +.
You Tube is the second biggest
search engine in the world.

5. MAKE SURE YOUR SITE CONVERTS
Both tactical, short and long-term, make sure your website can
convert the visitors you will attract.
• Use landing pages for each campaign
• Create visual content to attract
• Clear forms throughout your site, on
Campaign
each landing page and for a blog
#1
registration.
• De-clutter lengthy content. Remove
the brochure-ware speak.
• Repurpose what you have to make
sure your visitors click through.

6. START BLOGGING
Start blogging regularly, stay
focused on your niche and build a
community in no time. Promote
your blog everywhere you can to
get it found and shared.
Campaign
#1 As long as you follow those rules,
we promise the more you blog the
more leads you will get to nurture
down your sales funnel.
We have created our own blog to
do this
www.contentmarketingdaily.co.uk

7. CONTENT CREATION
This is the fun part, start creating your content in all sorts of
content. Be as visual as you can (this works!).
Infographics – highlight key stats you curate from around
your industry. (see an example we created, right)
Ebooks – useful guides and how-to’s
Whitepaper – show you are a leader in your industry with
in-depth analysis.
Video – short 60 second intros telling a story are very
Campaign
powerful for your homepage. Testimonials, interviews
#1
and case studies can be brought alive in video.
Surveys – a powerful way to bring fresh stats into your
niche area, offing good PR potential and thought
leadership.
Slideshare – show in-depth stats, survey results and
more.
Blogs & articles – on your own blog, and guest blogs to
bring valuable links and a new audience.

8. BUILD ONLINE PR
Connecting and reaching out with online influencers will build your
traffic and create a buzz.
Who are the leaders in your industry, or
those who can influence your prospects?
Reach out to them on social, offer to
guest blog for them (be ready to pitch an
idea or two for content).
We blog for
Campaign • Content Marketing Institute
#1 • eConsultancy
• The Guardian Media Network
This helps us reach out to digital
marketers around the world.

9. GET CONTENT FOUND & SHARED
Creating content is just the beginning, you need to get your content
found and shared across digital media.
Using tools like Buffer, schedule out your
content efforts, share other people’s content
as well as your own, and start conversations,
join groups on Linkedin.
Campaign
Linkedin is becoming the B2B marketers
#1
dream.

10. NURTURE THROUGH THE FUNNEL
Make your content play a part in lead nurturing.
Use your existing contacts and database to
bring them through your funnel. Keep in
regular touch by email (helpful information only
please!), invite them to workshops, meetings,
webinars. Send them ebooks and other fresh
content that you have produced.
Campaign
Whitepapers and video testimonials, reviews
and reports#1 work really well at this stage to
can
create a latent demand for your product or
service.

11. MIX UP YOUR TOOLS
We share just a few of the awesome tools that we use to create end-
to-end content marketing and measure the ROI of our work.
There are lots of expensive systems out
there, but with a bit of know how you can
create custom tools at a fraction of the
cost.
Campaign • Sprout Social (all in one social action)
#1 • Salesforce (CRM)
• Mailchimp (email marketing)
• Wordpress (powerful websites &
blogs)
• Unbounce (lead gen landing pages)
• Buffer (social sharing)
• Relaborate (content calendar)
• PipeDrive (new business tracker)
• Google Analytics

A LITTLE BIT ABOUT WHITE HORSE DIGITAL
We’ll keep it short!

WHY WHITE HORSE DIGITAL?
As a content marketing agency our real point of difference is that we have a blend of
journalism and digital expertise that positions us perfectly to help client’s take
advantage of the current and future digital media landscape.
We create content and then socialise it to get it found and shared, generating leads
and engagement for our happy clients.
Our offices are in York, London and Singapore.
Ruth@whitehorsedigital.co.uk @whdigital
www.whitehorsedigital.co.uk/contentmarketingforB2B
www.whitehorsedigital.co.uk/blog

MEET THE TEAM
White Horse United Kingdom White Horse Singapore
White Horse Digital was set up in the UK by Ruth Hoskins & Tony Drant, both of whom are
experienced digital consultants with a broad experience across the IT, Travel, Financial
Services and Consumer sectors. Juliet Stott joined as a partner in 2012 – she is an experienced
journalist and PR, having formerly written for The Guardian and been PR for HBOS.
In 2012 we opened an office in Singapore, where we are working with luxury travel and
hospitality brands. Rachel Everett is an ex-journalist for CNNGo, Mr & Mrs Smith hotel reviewer
and Time Out Guides.

CLIENTS & EXPERIENCE
OUR CLIENTS