2. B2B CONTENT MARKETING
Content is the Fuel of the Web
“People Spend More than Half (53%) of Their Online
Time with Content. An Additional 30% of Time is
Spent in Places Where Content Can be Shared such
as Social Media & Email”
- AOL/Nielsen Content Sharing Study
3. B2B CONTENT MARKETING
Content Marketing
“Content marketing is the marketing and business process
for creating and distributing relevant and valuable content
to attract, acquire, and engage a clearly defined and
understood target audience – with the objective of driving
profitable customer action.”
- Content Marketing Institute
5. B2B CONTENT MARKETING
What type of B2B Content?
➔ Social media posts, tweets, pins
➔ Blogs, articles, interviews
➔ Web content - landing pages
➔ Email blasts, press releases, media advisories
➔ Downloads: whitepapers, case studies, customer
success stories, research reports, best practice
guides, product spec. sheets
➔ Webinars, slide presentations
➔ Infographics, videos, rich media
6. B2B CONTENT MARKETING
Converged Media? Paid, Owned, Earned Media...
Content marketing costs
62% less than traditional
marketing and generates
about 3 times as many leads.
- DemandMetric study
8. B2B CONTENT MARKETING
How do my customers find this content?
➔ Search Engines - Google & Bing
➔ Social Media - LinkedIn, Facebook, YouTube
➔ Email blasts - house list, media partners
➔ Your website - direct visit or links
➔ Your sales team & CSRs sharing
➔ Viral sharing from your customers
9. B2B CONTENT MARKETING
Who is using Content Marketing?
79% of marketers
report their organizations
are shifting to branded
content.
-Forrester research
10. B2B CONTENT MARKETING
How much content creation?
73% of Content Marketers
have increased their
content creation over the
last 12 months.
-Content Marketing Institute/
Marketing Profs study
15. B2B CONTENT MARKETING
How does this all work?
➔ Strategy & Planning
➔ Content Development & Publishing
➔ Landing Page Design & Optimization
➔ Responsive Email Design & Email Marketing
➔ SEO to optimize Content for Search Engines
➔ Social Media Publishing & Sharing
➔ Integrated campaigns to capture leads
16. B2B CONTENT MARKETING
A typical Content Marketing to Sale scenario?
Email blast -> Landing page -> Person visits -> Provides Contact Info -> Downloads Case Study ->
New Lead -> Marketing Automation -> Lead Nurturing -> Visits again -> Call to Follow Up -> Sale
17. B2B CONTENT MARKETING
What’s the Benefit?
➔ Brand Awareness - In new markets, vs. competitors
➔ Lead Generation - self sourced leads, less competition
➔ Customer Acquisition - swim upstream, get leads during
the research phase before customers seek bids
➔ Sales - know which leads are hot, ready & interested
➔ Web Traffic - provide the right type and kind of
information to buyers right when they’re looking
➔ Customer Engagement - connect with customers and
become their trusted resource
➔ Customer Loyalty - increase loyalty and referrals
18. B2B CONTENT MARKETING
Is this something completely new?
No, it’s an extension of what we’re already doing.
➔ Social Media Marketing
➔ Reputation Management
➔ Blogging
➔ Video production
With the addition of:
➔ Branded High Value Content
➔ Search Engine Optimization
➔ Mobile Responsive Email Marketing
➔ Lead Optimized Landing Pages
➔ Tracking, Measurement, Analytics & Reporting
19. What’s Next?
What else is on the Horizon?
➔ Inbound Web Analytics - Know who is visiting your website and
what they are doing?
➔ Customer Call Tracking - Know who’s calling and why (recordings)
➔ Conversion Optimization - A/B testing on your lead optimized
landing pages and forms
➔ Marketing Automation - Email on autopilot, lead nurturing
➔ CRM/Sales Force Automation - CRM and lead management
➔ Predictive Sales Analytics - know who’s your best prospect and
when to contact them
