Content Marketing for B2B: Understanding the paradigm shift in thinking for marketers, Marina Lumley, Course Director, the Chartered Institute of Marketing (CIM)
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Content Marketing for B2B: Understanding the paradigm shift in thinking for marketers, Marina Lumley, Course Director, the Chartered Institute of Marketing (CIM)
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7. Marina Lumley
@marinalumley
uk.linkedin.com/in/marinalumley
• Practitioner and trainer in Marketing Communication
strategy
Formerly integrated agency Board Director
• 18 years Marketing Experience
• CIM Faculty Member and Trainer
• Teaching in the digital & marketing space
8. Thoughts you might be having that bought
you to this seminar today
What is How can you
Content marketing benefit?
Why is it such a
all about? hot topic?
Does it require
Does a a paradigm
Marketing Can it really shift in thinking?
Manager require impact your
new skills? bottom line?
9. Content marketing
“How a brand creates, delivers and governs
original or curated content to attract and retain
customers, positioning the brand as a credible
expert and, ultimately motivating a change in
behaviour”
Joe Pulizzi
“Get content, get customers”
10. Hot topic! - 3-5 years old and powered by social media
• Its got traction
• Thought leadership/
credibility
• Lead quality and cost
• “X factor” peer generated
brand referrals
• Gets you found!
• Competitor advantage
• “Me too”
12. Search queries for
Content Marketing
The Future?
Econsultancy & Outbrain Content Marketing Survey Report
2012. 1300 respondents: Clients, agencies and publishers
B2b Content marketing Trends – 2012 Survey Results. By
Holger Schulze, author of the blog “everything technology
marketing”. Sponsored by IDG Enterprise. 740 responders
from a LinkedIn community
19. Persona led marketing
Senior Marketing Manager IT Director
Do they have the same criteria for evaluation?
Do they search for the same thing?
20. Map content to the prospect journey
What your persona is
Reasons to want
interested in.
to give data
Education, case
studies vs. a hard sell
ACQUIRE PARTICIPATE
Price and
Product
Reviews and SHARE features.
forums. Content ENGAGE Compelling
disseminated from argument
acquire and
participation phase
21. 3 Key Pillars of Content Marketing
• Content Optimization & SEO
• Keyword Research
22. Social site for social
content
700,000 Fans on Facebook
Over 30 blogs
1.5m views on YouTube
18 Twitter accounts
Exec – 1.5m followers
25. Blog
Blog
Create a calendar
What’s daily? – Three new blog posts
Monthly? – webinar
Quarterly? - ebook
26. Make the most of online resources e.g.
http://www.contentmarketinginstitute.com/wp-content/uploads/2012/02/Ultimate_Ebook-1.pdf
E.g. Econsultancy; Mashable; Social Media Examiner, Hubspot; Marketing Week
When I was asked to present today, there was quite a lot of discussion around what to say in the 30 minutes. I’ve been creating marketing communication strategies for 18 years… before I had a computer, an email address and the internet was something that might take off… BA – World Wide Win 27% response rate
Prospects distancing themselves from sales for longer Hubspot – Marketing director was speaking recently has he quoted consumer stats US stats 86% skip tv ads 91% unsubscribe 44% never open DM 200m people say don’t call
Hubspot are leaders in content marketing. And they coined the phrase “inbound marketing”. They built a business on it. They say that now 75% of their leads are inbound – I.e. their content marketing ecosystem bought in prospects that they had not directly communicated with
Hubspot stated at the recent econsultancy funnel event that it cost them $346 to get an outbound (paid) lead into the business And $135 for an inbound lead
And they were better leads – 3 times more likely to be convertible opportunities – it’ s a strong argument if you can get it right
You need to be there when a prospect becomes – just that – and enters the buying cyle – albeit anonymously and discretely To do that you have to aim high -you have to aim to be the best at the niche that you create for yourself And have to get the balance right – so all content shouldn’t be behind a form fill And not all tweets should go to lead forms – balance between content and form fill Mustn’t kill the engagement
And don’t forget – if you have a marketing automation solution in place – you can score your prospects based on the content that they interact with…. Someone who watches a webinar and has downloaded a whitepaper is more engaged than someone who has just visited a product page on your website… I know who sales would be more interested in…
Topic 10 must have’s in your digital acquisition strategy ; What GPs predict in 2013 as health issues ; Caffeine Intake on the up – a bad thing? ; Audit of 15 marketing automation systems Author Event content , 3 rd party content , Customer content , Industry experts , Guest bloggers , Internal content Format On page text/copy, Social feeds, Blog, Event, Articles and documents, FAQ & glossaries, White papers , Discussion , Webinars Video, Infographics , Competitions , Surveys , Games Distribution PPC, SEO , Email Marketing , Affiliate Marketing , Twitter , FaceBook , Youtube LinkedIn , Blog, Influencers , Slide Share , RSS syndication , Article Marketing Content optimisation and seo Competitor analysis Link building Keyword research On-page optimisation SMO Technical performance Keyword research Critical importance to getting your content found and engaged with Not easy Challenged by the popularity of the key words, the global volume of search, and how competitive the environment is Need to focus attention on this Balance between the reader and visibility in SERPs
Cisco – The “Less is more” product launch – launched only on social media Reached 90 times more people and cost 100k less Won an award
Amazon example of content marketing
Your content hub Could be an online magazine or a resource centre section of your website, or your news room/section
“ Businesses that blog at least 20x per month generate over 5x more traffic than those that blog fewer than 4x per month ” “ Businesses that blog at least 20x per month generate nearly 4x more lead s than those who don ’ t blog ” Source : Hubspot