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WEBINAR 
B2B CONTENT 
MARKETING: 
Overcoming Challenges and 
Avoiding Common Pitfalls 
#CIRCLESWEBINAR
INTERACT WITH US 
@circleSstudio 
#circleSwebinar 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
PRESENTER 
TIM ASIMOS 
Vice President & 
Director of Digital Innovation 
@timasimos 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
AGENDA 
1 The Great Divide 
2 Setting a Strategy 
3 Overcoming the Time Issue 
4 Producing Enough Content 
5 Producing Content That Engages 
Q&A 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
RESEARCH 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 
THE GREAT 
DIVIDE 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
“93% of B2B marketers are 
using content marketing.” 
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
“73% of B2B marketers are 
producing more content than 
they did one year ago.” 
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
“58% of B2B marketers plan to 
increase their content marketing 
budget over the next year.” 
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
“BUT... only 42% consider their 
efforts effective.” 
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
Ongoing 
Challenges 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
Top Three B2B Content 
Marketing Challenges 
69% 
Lack of 
Time 
55% 
Producing 
Enough 
Content 
47% 
Producing 
Engaging 
Content 
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
“Only 44% of marketers have a 
documented content strategy.” 
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
2 
SETTING A 
STRATEGY 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
Strategy is Key 
to Effectiveness 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
“B2B marketers who have a 
documented content strategy 
are far more likely to consider 
themselves effective (66% vs. 11%)” 
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
2 SETTING A STRATEGY 
Define the Role 
of Content 
Marketing 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
2 SETTING A STRATEGY 
Assemble the 
Team 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
2 SETTING A STRATEGY 
Carve Your 
Niche 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
2 SETTING A STRATEGY 
Build Audience 
Profiles 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
2 SETTING A STRATEGY 
Persona Name 
✓ Background: Industry, segment, company type, 
relevant information, demographics 
✓ Position: Title, responsibilities, reporting 
structure, personal and business goals 
✓ Buying Process: Role, funnel stage, key drivers 
✓ Challenges: Frustrations, pain points, needs, information gaps 
✓ Common Objections: What objections persona might raise about 
buying your service or product 
✓ Media & Content Habits: Preferences, formats, media, social channels 
✓ Quote: Actual quote from an interview that represents persona 
✓ How You Can Help Them: How you can solve challenges, educate, 
address needs and help them achieve their goals 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
2 SETTING A STRATEGY 
Consider the 
Client Journey 
AWARENESS 
INTEREST / 
CONSIDERATION 
SATISFACTION / 
RETENTION 
UP-SELLING / 
CROSS-SELLING 
EVALUATION / 
SELECTION 
Prospect Client Evangelist 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
2 SETTING A STRATEGY 
Set Goals & 
Define KPIs 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
2 SETTING A STRATEGY 
Document the 
Strategy 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
3 
THE TIME 
ISSUE 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
“69% of B2B marketers said a 
lack of time was one of the 
biggest content marketing 
challenges they face.” 
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
3 THE TIME ISSUE 
Make it a Bigger 
Priority 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
3 THE TIME ISSUE 
Develop a 
Roadmap 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
3 THE TIME ISSUE 
Assign Tasks & 
Deadlines 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
3 THE TIME ISSUE 
Get Organized 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
4 
PRODUCING 
ENOUGH 
CONTENT 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
“55% of B2B marketers said 
producing enough content was 
one of the biggest content 
marketing challenges they face.” 
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
4 PRODUCING ENOUGH CONTENT 
Produce 
Evergreen 
Content 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
4 PRODUCING ENOUGH CONTENT 
Repurpose & 
Reinvent 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
4 PRODUCING ENOUGH CONTENT 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
4 PRODUCING ENOUGH CONTENT 
Audit & Renew 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
4 PRODUCING ENOUGH CONTENT 
Outsource 
Content 
Creation 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
4 PRODUCING ENOUGH CONTENT 
Don’t Sacrifice 
Quality for 
Quantity 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
5 
PRODUCING 
CONTENT THAT 
ENGAGES 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
1 THE GREAT DIVIDE 
“47% of B2B marketers said 
producing the kind of content 
that engages was one of the 
biggest content marketing 
challenges they face.” 
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
5 PRODUCING CONTENT THAT ENGAGES 
Focus on Your 
Audience 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
5 PRODUCING CONTENT THAT ENGAGES 
Share Don’t Sell 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
5 PRODUCING CONTENT THAT ENGAGES 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
5 PRODUCING CONTENT THAT ENGAGES 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
5 PRODUCING CONTENT THAT ENGAGES 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
5 PRODUCING CONTENT THAT ENGAGES 
Meet Them 
Where They Are 
AWARENESS 
INTEREST / 
CONSIDERATION 
SATISFACTION / 
RETENTION 
UP-SELLING / 
CROSS-SELLING 
EVALUATION / 
SELECTION 
Prospect Client Evangelist 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
5 PRODUCING CONTENT THAT ENGAGES 
Benefits 
of 
using 
design-­‐assist 
in 
healthcare 
construc4on 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
5 PRODUCING CONTENT THAT ENGAGES 
AWARENESS 
INTEREST / 
CONSIDERATION 
EVALUATION / 
SELECTION 
Blog Posts 
Whitepapers 
eBooks 
Guides 
Checklists 
How-to-Videos 
Blog Posts 
Webinars 
Case Studies 
Nuture Emails 
Assement 
Spec Sheets 
Consultation 
Demos 
Estimates 
Proposals 
Special Offers 
Trials 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
5 PRODUCING CONTENT THAT ENGAGES 
Make Copy & 
Design 
Outstanding 
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
IT’S A MARATHON, 
NOT A SPRINT
#CIRCLESWEBINAR 
LEARN MORE 
FREE eBOOK DOWNLOAD 
An Introductory Guide 
to Content Marketing 
Learn the basics of attracting prospects, converting 
leads and engaging customers using content. 
www.circlesstudio.com/ebook
LET’S CONNECT 
#CIRCLESWEBINAR 
TIM ASIMOS 
@TimAsimos 
linkedin.com/in/TimAsimos 
CIRCLE S STUDIO 
@circleSstudio 
linkedin.com/company/circle-s-studio 
/circleSstudio 
circleSstudio.com/blog 
circleSstudio.com

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B2B Content Marketing: Overcoming Challenges and Avoiding Common Pitfalls

  • 1. WEBINAR B2B CONTENT MARKETING: Overcoming Challenges and Avoiding Common Pitfalls #CIRCLESWEBINAR
  • 2. INTERACT WITH US @circleSstudio #circleSwebinar B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 3. PRESENTER TIM ASIMOS Vice President & Director of Digital Innovation @timasimos B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 4. AGENDA 1 The Great Divide 2 Setting a Strategy 3 Overcoming the Time Issue 4 Producing Enough Content 5 Producing Content That Engages Q&A B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 5. RESEARCH B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 6. 1 THE GREAT DIVIDE B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 7. 1 THE GREAT DIVIDE “93% of B2B marketers are using content marketing.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 8. 1 THE GREAT DIVIDE “73% of B2B marketers are producing more content than they did one year ago.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 9. 1 THE GREAT DIVIDE “58% of B2B marketers plan to increase their content marketing budget over the next year.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 10. 1 THE GREAT DIVIDE “BUT... only 42% consider their efforts effective.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 11. 1 THE GREAT DIVIDE Ongoing Challenges B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 12. 1 THE GREAT DIVIDE Top Three B2B Content Marketing Challenges 69% Lack of Time 55% Producing Enough Content 47% Producing Engaging Content - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 13. 1 THE GREAT DIVIDE “Only 44% of marketers have a documented content strategy.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 14. 1 THE GREAT DIVIDE B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 15. 2 SETTING A STRATEGY B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 16. 1 THE GREAT DIVIDE Strategy is Key to Effectiveness B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 17. 1 THE GREAT DIVIDE “B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66% vs. 11%)” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 18. 2 SETTING A STRATEGY Define the Role of Content Marketing B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 19. 2 SETTING A STRATEGY Assemble the Team B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 20. 2 SETTING A STRATEGY Carve Your Niche B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 21. 2 SETTING A STRATEGY Build Audience Profiles B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 22. 2 SETTING A STRATEGY Persona Name ✓ Background: Industry, segment, company type, relevant information, demographics ✓ Position: Title, responsibilities, reporting structure, personal and business goals ✓ Buying Process: Role, funnel stage, key drivers ✓ Challenges: Frustrations, pain points, needs, information gaps ✓ Common Objections: What objections persona might raise about buying your service or product ✓ Media & Content Habits: Preferences, formats, media, social channels ✓ Quote: Actual quote from an interview that represents persona ✓ How You Can Help Them: How you can solve challenges, educate, address needs and help them achieve their goals B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 23. 2 SETTING A STRATEGY Consider the Client Journey AWARENESS INTEREST / CONSIDERATION SATISFACTION / RETENTION UP-SELLING / CROSS-SELLING EVALUATION / SELECTION Prospect Client Evangelist B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 24. 2 SETTING A STRATEGY Set Goals & Define KPIs B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 25. 2 SETTING A STRATEGY Document the Strategy B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 26. 3 THE TIME ISSUE B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 27. 1 THE GREAT DIVIDE “69% of B2B marketers said a lack of time was one of the biggest content marketing challenges they face.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 28. 3 THE TIME ISSUE Make it a Bigger Priority B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 29. 3 THE TIME ISSUE Develop a Roadmap B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 30. 3 THE TIME ISSUE Assign Tasks & Deadlines B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 31. 3 THE TIME ISSUE Get Organized B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 32. 4 PRODUCING ENOUGH CONTENT B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 33. 1 THE GREAT DIVIDE “55% of B2B marketers said producing enough content was one of the biggest content marketing challenges they face.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 34. 4 PRODUCING ENOUGH CONTENT Produce Evergreen Content B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 35. 4 PRODUCING ENOUGH CONTENT Repurpose & Reinvent B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 36. 4 PRODUCING ENOUGH CONTENT B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 37. 4 PRODUCING ENOUGH CONTENT Audit & Renew B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 38. 4 PRODUCING ENOUGH CONTENT Outsource Content Creation B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 39. 4 PRODUCING ENOUGH CONTENT Don’t Sacrifice Quality for Quantity B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 40. 5 PRODUCING CONTENT THAT ENGAGES B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 41. 1 THE GREAT DIVIDE “47% of B2B marketers said producing the kind of content that engages was one of the biggest content marketing challenges they face.” - CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 42. 5 PRODUCING CONTENT THAT ENGAGES Focus on Your Audience B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 43. 5 PRODUCING CONTENT THAT ENGAGES Share Don’t Sell B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 44. 5 PRODUCING CONTENT THAT ENGAGES B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 45. 5 PRODUCING CONTENT THAT ENGAGES B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 46. 5 PRODUCING CONTENT THAT ENGAGES B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 47. 5 PRODUCING CONTENT THAT ENGAGES Meet Them Where They Are AWARENESS INTEREST / CONSIDERATION SATISFACTION / RETENTION UP-SELLING / CROSS-SELLING EVALUATION / SELECTION Prospect Client Evangelist B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 48. 5 PRODUCING CONTENT THAT ENGAGES Benefits of using design-­‐assist in healthcare construc4on B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 49. 5 PRODUCING CONTENT THAT ENGAGES AWARENESS INTEREST / CONSIDERATION EVALUATION / SELECTION Blog Posts Whitepapers eBooks Guides Checklists How-to-Videos Blog Posts Webinars Case Studies Nuture Emails Assement Spec Sheets Consultation Demos Estimates Proposals Special Offers Trials B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 50. 5 PRODUCING CONTENT THAT ENGAGES Make Copy & Design Outstanding B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
  • 51. IT’S A MARATHON, NOT A SPRINT
  • 52. #CIRCLESWEBINAR LEARN MORE FREE eBOOK DOWNLOAD An Introductory Guide to Content Marketing Learn the basics of attracting prospects, converting leads and engaging customers using content. www.circlesstudio.com/ebook
  • 53. LET’S CONNECT #CIRCLESWEBINAR TIM ASIMOS @TimAsimos linkedin.com/in/TimAsimos CIRCLE S STUDIO @circleSstudio linkedin.com/company/circle-s-studio /circleSstudio circleSstudio.com/blog circleSstudio.com