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WHY
CONTENT
MARKETING?
S U C C E S S F U L C O N T E N T M A R K E T I N G I S
A B O U T B E I N G K N O W N F O R
C O N S I S T E N T LY P R O D U C I N G H I G H
Q U A L I T Y W O R K T H A T H I T S T H E T A R G E T.
WHY
A STRATEGY?
A C C O R D I N G T O T H E C O N T E N T
M A R K E T I N G I N S T I T U T E ,
P H Y S I C A L LY D O C U M E N T I N G
Y O U R S T R A T E G Y W I L L I N C R E A S E
I T S E F F I C I E N C Y B Y 4 8 % .
are you doing it?
are you aiming it at?
will you offer unique value?
W H Y
H O W
W H O
W H Y
“YOUR WHY IS CRITICAL TO
THE SUCCESS OF
YOUR CONTENT MARKETING.”
Joe Pulizi
build awareness. educate
buyers. move buyers along the
purchase path. serve existing
customers. establishing your
expertise. cross or up selling.
generating new leads.
Using buyer personas to
make educated predictions
about your target market
and their challenges, goals
and traits means that we
can create a tailored strategy
aimed at attracing the most
valuable leads.
W H O
• 	R E L E V A N T
• 	T A R G E T E D
• 	U S E F U L
• 	E D U C A T I O N A L
H O W
1
2
3
4
THE FUNDAMENTALS OF A SUCCESSFUL
CONTENT MARKETING STRATEGY
Have clearly defined goals.
Be lazer focussed on a specific audience.
Bring genuine value to the reader.
Do all of the above consistently.
HOW WILL
A CONTENT
MARKETING
STRATEGY
HELP YOU?
C O N T E N T M A R K E T I N G C O S T S
6 2 % L E S S T H A N T R A D I T I O N A L
M A R K E T I N G A N D G E N E R A T E S
A B O U T T H R E E T I M E S A S M A N Y
L E A D S ” 	
“
D E M A N D M E T R I C
P E R S O N A L I S AT I O N
A C C E N T U R E S T A T E S T H A T
5 0 % O F B 2 B B U Y E R S
R A T E D P E R S O N A L I S A T I O N A S
A N I M P O R T A N T F A C T O R W H E N
C O N S I D E R I N G S U P P L I E R S .
AW A R E N E S S
C O N S I D E R AT I O N
D E C I S I O N
AW A R E N E S S
C O N S I D E R AT I O N
D E C I S I O N
METRICS MATTER
B E I N G P E R C E I V E D A S A L E A D I N G S O U R C E F O R
P R O F F E S S I O N A L S I N Y O U R I N D U S T R Y S H O U L D B E A T O P
P R I O R I T Y.
A W I D E VA R I E T Y O F C O N T E N T O F F E R I N G I N S I G H T A N D G U I D A N C E
AT A L L S TA G E S O F T H E S A L E S F U N N E L .
B2B Content Marketing Pitch
I N C R E A S E B R A N D A W A R E N E S S
B E C O M E A T R U S T E D M A R K E T L E A D E R
CONVERT
M
ORE
SALES

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B2B Content Marketing Pitch

  • 2. S U C C E S S F U L C O N T E N T M A R K E T I N G I S A B O U T B E I N G K N O W N F O R C O N S I S T E N T LY P R O D U C I N G H I G H Q U A L I T Y W O R K T H A T H I T S T H E T A R G E T.
  • 4. A C C O R D I N G T O T H E C O N T E N T M A R K E T I N G I N S T I T U T E , P H Y S I C A L LY D O C U M E N T I N G Y O U R S T R A T E G Y W I L L I N C R E A S E I T S E F F I C I E N C Y B Y 4 8 % .
  • 5. are you doing it? are you aiming it at? will you offer unique value? W H Y H O W W H O
  • 6. W H Y “YOUR WHY IS CRITICAL TO THE SUCCESS OF YOUR CONTENT MARKETING.” Joe Pulizi build awareness. educate buyers. move buyers along the purchase path. serve existing customers. establishing your expertise. cross or up selling. generating new leads.
  • 7. Using buyer personas to make educated predictions about your target market and their challenges, goals and traits means that we can create a tailored strategy aimed at attracing the most valuable leads. W H O
  • 8. • R E L E V A N T • T A R G E T E D • U S E F U L • E D U C A T I O N A L H O W
  • 9. 1 2 3 4 THE FUNDAMENTALS OF A SUCCESSFUL CONTENT MARKETING STRATEGY Have clearly defined goals. Be lazer focussed on a specific audience. Bring genuine value to the reader. Do all of the above consistently.
  • 11. C O N T E N T M A R K E T I N G C O S T S 6 2 % L E S S T H A N T R A D I T I O N A L M A R K E T I N G A N D G E N E R A T E S A B O U T T H R E E T I M E S A S M A N Y L E A D S ” “ D E M A N D M E T R I C
  • 12. P E R S O N A L I S AT I O N
  • 13. A C C E N T U R E S T A T E S T H A T 5 0 % O F B 2 B B U Y E R S R A T E D P E R S O N A L I S A T I O N A S A N I M P O R T A N T F A C T O R W H E N C O N S I D E R I N G S U P P L I E R S .
  • 14. AW A R E N E S S C O N S I D E R AT I O N D E C I S I O N
  • 15. AW A R E N E S S C O N S I D E R AT I O N D E C I S I O N
  • 17. B E I N G P E R C E I V E D A S A L E A D I N G S O U R C E F O R P R O F F E S S I O N A L S I N Y O U R I N D U S T R Y S H O U L D B E A T O P P R I O R I T Y.
  • 18. A W I D E VA R I E T Y O F C O N T E N T O F F E R I N G I N S I G H T A N D G U I D A N C E AT A L L S TA G E S O F T H E S A L E S F U N N E L .
  • 20. I N C R E A S E B R A N D A W A R E N E S S B E C O M E A T R U S T E D M A R K E T L E A D E R CONVERT M ORE SALES