1. Content Marketing
for Business
Kieran Wilson | @kieranwils

2. We bring marketing to life via social media for the
world’s largest brands.

3. The number of web searches on the term “content
marketing” is up 500% since January 2011.
Source: Google Trends

4. Marketing or Content?

5. Once upon a time…

6. 93% of B2B marketers use content
marketing…
…But only 42% of marketers say they are
effective at content marketing
Source: Content Marketing Institute 2014 B2B Content Marketing Report.

7. WHY?

8. Success in Strategy
Percentage of B2B Marketers Who Have a
Documented Content Strategy
49%
No44%
Yes
6%
Unsure 66% of marketers who
have a documented
content strategy
consider their content
marketing effective.
Stats from Content Marketing Institute: 2014 B2B Content Marketing Report.

9. Content Marketing Strategy = The Intersection
of Brand and Customer Communications.
What your
brand must
effectively
communicate
What your
customer
wants to learn
and share

10. Focus on People first:
EOPLE
P BJECTIVES
O TRATEGY
S ACTICS
T
POST methodology developed by Forrester Research. View more on this methodology here:
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
1. What PROBLEMS are your target customers trying to solve?
2. What do they NEED the most?
3. What types of information are they SEARCHING for?

11. Buyer Journey and Content Roadmap
BUYING
AWARENESS RESEARCH COMPARISON PURCHASE
Blog Posts
Social Media
Whitepapers
Ebooks
Webinars
Industry
Reports
Case
Studies
Demos
Customer
Testimonials
Detailed
Product Info
Analyst
Reports

12. B2B content
marketers use an
average of 13 tactics:
• Social Media (87%)
• eNewsletters (80%)
• Blogs (76%)
• In-person Events
(76%)
• Case Studies (73%)
• Videos (73%)
• Whitepapers (64%)
• Webinars (62%)
• Infographics (51%)
Statistics from: CMI 2014 Benchmark Report Chart from eMarketer

13. Content Marketing Matrix (
Awareness Purchase

14. Create Content, Not Clutter.

15. Ann Handley’s Formula for Innovative
Content:
Useful x Enjoyable x Inspired =
Innovative Content

16. Source: Moz “Whiteboard Friday”

17. Content Marketing Challenges for Marketers
Source: Eloqua Community State of Content Marketing 2014

18. Test tools & develop
processes to make
content marketing
scalable &
repeatable.

19. Marketing without Measuring:

20. Measuring Content Marketing
Awareness:
• SERPs
• Increase in first-time website visitors
• Improved social metrics
Consideration:
• Website metrics (Time spent on site, Page views, Lower bounce rate)
• Social interaction/engagement
Conversion:
• Increased conversion rates as measured by sales of leads
• Tracking content sources that contribute to sales funnel
• Referrals
• Subscriber vs. non-subscriber behavior

21. Thank you.
Kieran Wilson | @kieranwils
Marketing Manager, Ignite Social Media
“The best marketing doesn’t feel like marketing.”
-- Tom Fishburne
Marketoonist.com