On-Demand Webinar - http://promotions.prnewswire.com/LP_B2BMarketing_OnDemandWebinar_20140409_DK.html Speakers: Erika Kash, Product Manager, Online Services, PR Newswire Rachel Foster, CEO, Fresh Perspective Copywriting Scott Armstrong, Partner, Brainrider

1. Powering B2B Marketing
Campaigns through
Multimedia
WEBINAR
#B2BMARKETING

2. Powering B2B Marketing Campaigns through Multimedia
April 9, 2014
SPEAKERS:
Rachel Foster
@CopywriterTO
CEO
Fresh Perspective
Copywriting
‎
Scott Armstrong
@Brainrider_SA
Partner
Brainrider
Erika Kash
@erikakash
Product Manager,
Online Services
PR Newswire
MODERATOR:

3. Powering B2B Marketing Campaigns through Multimedia
April 9, 2014

4. Powering B2B Marketing Campaigns through Multimedia
April 9, 2014
Source: Forrester Research Put Distribution At The Heart Of
Content Marketing– 10/3/12

5. Powering B2B Marketing Campaigns through Multimedia
April 9, 2014
Using multimedia in
your releases increases
journalist and public
engagement
According to internal sample research comparing press releases that contain multimedia with those that do not.

6. Powering B2B Marketing Campaigns through Multimedia
April 9, 2014
Clients tell us they DO
want to try – or use more – multimedia
Source:‎PR‎News‎&‎PR‎Newswire‎Survey,‎July‎2013,‎and‎Beyond‎PR‎“79%‎of‎PR‎Pros‎Believe‎Video‎is‎Underutilized”‎by‎Sarah‎Skerik, PR News/PR Newswire Survey – July 2013
10% 27% 30% 22.6% 8.6%
How often do you include multimedia in press releases?
Never Always
68%
is a big
opportunity
76%
plan to increase
multimedia
BUT
85%
of content
DOES NOT
include multimedia
1.1% 19.5% 76%
In planning for 2014, do you anticipate your use of visual
storytelling to increase or decrease?
Decrease IncreaseStay the Same

7. Powering B2B Marketing Campaigns through Multimedia
April 9, 2014
2009 – 7% 2013 – 15%
Total
Content
Syndicated
Over
PR
Newswire

8. Powering B2B Marketing Campaigns through Multimedia
April 9, 2014
Why? Access. Value. Complexity.
Please select the 3 top reasons that prevent your organization from using Multimedia
Price Availability of
suitable
pictures,
videos, etc.
Uncertainty of
results
Sees
limited/no
value
Just not
interested
Compliance Others% of
respondents
90%
80%
70%
60%
50%
40%
30%
20%
10%
81%
54% 49%
37%
21%
12% 9%
Customer Survey Results, October 25 2013
Actionable: Price could be a potential lever to pull; however, it
should‎be‎prioritized‎after‎fixing‎the‎“leakage”‎points
Actionable: Allow customers to
store and access multimedia
Actionable: Quantify
and communicate value
Less Actionable: Challenging to address

9. Powering B2B Marketing Campaigns through Multimedia
April 9, 2014
Client Lens: I Want…
…to understand and demonstrate ROI, on my
multimedia distributions.
…to maximize awareness and engagement, with
easy to use, competitively priced multimedia products.
…media pick-up with my multimedia showcased along
with my text.
…to‎be‎able‎to‎tell‎my own story.

10. Why
Multimedia
Matters
#B2Bmarketing

11. The Evolving B2B Buying Process
#B2Bmarketing

12. 65% of B2B buyers need at least
four pieces of content before they
make a shortlist of vendors.
TechTarget
#B2Bmarketing

13. 75% of senior business
executives watch videos on
business sites every week and
65% of them go on to visit the
vendor’s‎website.
Earnest Agency
#B2Bmarketing

14. Press releases that contain
multimedia files – such as photos,
videos and documents – receive
a 77% increase in engagement
compared with press releases
that contain text only.
PR Newswire
#B2Bmarketing

15. Agenda
• The golden rule for creating great content
• Best practices for creating multimedia content,
such as blog posts, videos, downloadable
assets, infographics, press releases and
presentations
• How to tell a consistent story across all of your
multimedia assets
• Q&A
#B2Bmarketing

16. The Golden Rule for Great Content
Make sure that your content aligns with what your
target audience wants to know and where they
are in your sales cycle.
#B2Bmarketing

17. Media is only effective if the
information that it features is
relevant to their research and is
helpful for them during the
process.
TechTarget
#B2Bmarketing

18. 61% of respondents agreed that
the winning vendor delivered a
better mix of content appropriate
for each stage of the purchasing
process.
DemandGen Report
#B2Bmarketing

19. Buyers Need Useful Content to
Make Sound Buying Decisions
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
#B2Bmarketing

20. Useful content is not
just about you.

21. Customers Want Content That
Helps Them Solve Their Problems
Übersuggest
#B2Bmarketing

22. ... Aligned to Their Buying Decision
If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:
Education &
Benchmarks
Solution Options &
Product Suitability
Proof Points &
Decision
Support
What to
share
with
them:
•Trends
•Benchmarks
•Analyst coverage
•101 Education
•How-to guides
•How other
people are
solving this
•What is the solution
and how does it work
•Solution comparisons
•Pitfall analysis
•Readiness and
suitability
assessments
•How to choose a
vendor
•Pricing
•Bench strength
demonstration
•Case studies
•ROI/TCO
•Working with us
•How to buy
#B2Bmarketing

23. Best Practices for Creating B2B
Multimedia
• Blog posts
• Videos
• Downloadable resources
• Infographics
• Press releases
• Presentations
#B2Bmarketing

24. Blog Posts
#B2Bmarketing

25. • Create a steady stream of fresh content
that engages buyers over time
• Bring more leads and customers to your
website
• Improve your SEO
• Display your thought leadership
• Stand out from your competition
• Increase brand awareness
Why Blog?
#B2Bmarketing

26. 78% of businesses that blog on a daily
basis have acquired a customer from it.
V2 Marketing Communications
When Should You Blog?
#B2Bmarketing

27. Publish on Mondays to get the most views
or Saturdays to get more comments.
KISSmetrics
When Should You Blog?
#B2Bmarketing

28. What Should You Blog About?
#B2Bmarketing

29. • Write strong headlines
• Include a summary sentence
• Keep it focused
• Format your posts for easy
reading
• Include calls to action
• Include social sharing buttons
Blog Writing Tips
#B2Bmarketing

30. Videos
#B2Bmarketing

31. 75% of senior business executives watch
videos on business sites every week and
65%‎of‎them‎go‎on‎to‎visit‎the‎vendor’s‎
website.
Earnest Agency
Why Should You Create
Videos?
#B2Bmarketing

32. • When you want to tell a story
• When you want to show something (i.e.
product demos or facility tours)
• When you want to convey a lot of
information in a short amount of time
When Should You Create
Videos?
#B2Bmarketing

33. • Identify the objective you want to achieve with your
video
• Keep it simple and short - less than 90 seconds
• Use video chapters to tell a longer story; host a
contents index and each chapter on a separate
page for better SEO value and engagement
tracking
• Include a text transcript below your video for better
SEO
• Try a tool like Wistia to integrate video into your
pipeline metrics
• Tell a story
Video Creation Tips
#B2Bmarketing

34. Downloadable Content
#B2Bmarketing

35. • Give leads a reason to opt in for your
content
• Qualify leads
• Display thought leadership
• Educate leads about your products or
services
• Move buyers through your sales funnel
• Give existing customers added value
Why Create Downloadable
Content?
#B2Bmarketing

36. • You have a product or service that is
lacking enough supporting materials to
educate buyers and move them along the
sales cycle
• Your current content is old and needs to
be updated
• Your objective is form completion
• You want to track content engagement
with marketing automation
When to Create Downloadable
Content
#B2Bmarketing

37.  Take existing blog posts and turn them into a white
paper or an eBook
 Stop selling, start helping
 Break it down into digestible bites
eBook and White Paper Writing Tips
#B2Bmarketing

38. Title Dos and Don’ts:‎‎Don’t‎be‎Generic
Before:
Technical White Paper: Cloud Security
#B2Bmarketing

39. Title Dos and Don’ts: Do Focus on Your Audience
After:
The IT Manager’s Guide to Enterprise Cloud Security
#B2Bmarketing

40. Title Dos and Don’ts:‎Don’t‎Make‎it‎All About
You
Before:
ABC Company’s Landing Page Optimization Software
#B2Bmarketing

41. Title Dos and Don’ts:‎Do‎Show‎the Benefits
After:
How to Optimize Your Landing Pages: 10 Easy Changes
for Greater Conversions
#B2Bmarketing

42. Title‎Dos‎and‎Don’ts:‎Don’t‎Forget‎a Subtitle
Before:
How to Reduce Global Shipping Costs
#B2Bmarketing

43. Title‎Dos‎and‎Don’ts:‎Don’t‎Forget‎a‎Subtitle‎
After:
How to Reduce Global Shipping Costs: 7 Ways to Get
Lower Rates Without Delaying Deliveries
#B2Bmarketing

44. Infographics
#B2Bmarketing

45. • People are visual
• Make complex information easy to
understand
Why Create Infographics?
#B2Bmarketing

46. • You want to make complex information
easy to understand
• You have a visual story to tell
• You want to create shareable content
• You want to add personality to your data
When to Create Infographics
#B2Bmarketing

47.  Start with the story and then build the graphics
 Don’t‎include‎too‎much‎text
 Keep it upbeat
 You‎don’t‎need‎to‎use‎your‎own‎research
 Add insights or tips to the data
 Resource: www.piktochart.com
Infographic Tips
#B2Bmarketing

48. Press Releases
#B2Bmarketing

49. • They help with your SEO
• They can get your content in front of
journalists in your industry
• You can send press releases to very
targeted journalists, bloggers and
industry leaders
• You can use them to drive brand
awareness
Why Create Press Releases?
#B2Bmarketing

50. • You have something newsworthy to
promote
When to Create Press
Releases
#B2Bmarketing

51.  Write a compelling header and sub-header
 Include the five Ws in the lead paragraph
 Include multimedia
 Link keywords back to your landing pages
 Include‎your‎media‎contact’s‎information
 Make it social
Press Release Tips
#B2Bmarketing

52. Presentations
#B2Bmarketing

53. • They can get your content in front of a
wider audience
• They are a good lead generation tool
• They help script the flow of your content
Why Develop Presentations?
#B2Bmarketing

54. • You want to provide in-depth education
or live training
• You want to interact with your audience
• You are testing the reception of a new
idea or concept
When to Develop Presentations
#B2Bmarketing

55.  Stick to one idea per slide
 Use lots of images
 Do a tech test
 Provide additional resources
 Make your presentation social
 Encourage live tweets
 Upload it to LinkedIn and SlideShare
 Use Guy Kawasaki’s‎30/20/10‎rule
 Provide what’s next links back to your content
Presentation Tips
#B2Bmarketing

56. Thank You
for
Joining Us!
#B2Bmarketing

57. For more helpful B2B Marketing content, visit:
Resources: brainrider.info
Articles: brainrider.com/blog
@Brainrider
www.linkedin.com/company/brainrider
Scott@Brainrider.com
Resources For Better B2B Marketing
Evaluate your content, website and programs with our
Free Better B2B Marketing Checklist
or a
Free 20-minute content consultation
Go to brainrider.com/b2b_cheatsheets
to‎download‎today’s‎presentation‎and‎content‎cheat‎sheet
#B2Bmarketing

58. Visit www.CopywriterToronto.com
to check the Fresh Marketing Blog,
download FREE resources or learn
more‎about‎Rachel’s‎B2B‎
copywriting services.
Find resources from this
presentation at
www.CopywriterToronto.com/multimedia.
You can also connect with Rachel on:
Twitter: @CopywriterTO
LinkedIn: http://www.linkedin.com/in/copywritertoronto
You Might Also Like ...
#B2Bmarketing

59. Powering B2B Marketing Campaigns through Multimedia
April 9, 2014
Rachel Foster
@CopywriterTO
CEO
Fresh Perspective
Copywriting
‎
Scott Armstrong
@Brainrider_SA
Partner
Brainrider
Erika Kash
@erikakash
Product Manager,
Online Services
PR Newswire
THANK YOU

60. FOR MORE INFORMATION:
US: (888) 776-0942
CANADA: (877) 269-7890