Content And The Future Of B2B Marketing

Michael Brenner NewsCred – Head of Strategy B2B Marketing Insider @BrennerMichael CONTENT AND THE FUTURE OF B2B MARKETING

JUST 3 THINGS THE WORLD HAS CHANGED. MOST CONTENT STINKS. ATTRACT PEOPLE THROUGH STORIES THEY LOVE. @BrennerMichael

THE FIRST TV AD - 1941 @BrennerMichael

@BrennerMichael CAMEL AD - 1950

Content Marketing is all the marketing that’s left! Seth Godin, 2008 ” “

@BrennerMichael APPLE “1984”

P&G “Thank You Mom” - 2014

Me, 20 pounds years ago @BrennerMichael

Today we are all connected @BrennerMichael

@BrennerMichael

4.75 billion PIECE OF CONTENT ARE SHARED 1.8 billion PHOTOS ARE UPLOADED AND SHARED 500 million TWEETS ARE POSTED 700 million SNAPCHATS ARE SENT THOUSANDS OF MARKETING MESSAGES @BrennerMichael

WHAT IS GOING ON? @BrennerMichael

WE TUNE OUT THE NOISE. @BrennerMichael

Less likely to click on a banner than… @BrennerMichael

@BrennerMichael

60-70% OF MARKETING CONTENT GOES COMPLETELY UNUSED @BrennerMichael

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BEHIND EVERY PIECE OF BAD CONTENT IS AN EXECUTIVE WHO ASKED FOR IT. TWEET THIS! @BrennerMichael

73% OF PEOPLE SURVEYED WOULDN’T CARE IF THE BRANDS THEY USE DISAPPEARED FROM THEIR LIFE. @BrennerMichael

Content today must compete with pictures of babies and kittens.

OF MILLENNIALS SAID THAT A COMPELLING ADVERTISEMENT WOULD MAKE THEM TRUST A BRAND MORE. 1% @BrennerMichael

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BEHIND EVERY TWEET, SHARE, AND PURCHASE IS A PERSON, LIKE YOU AND ME. @BrennerMichael

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“THE BUYER JOURNEY IS NOTHING MORE THAN A SERIES OF QUESTIONS THAT MUST BE ANSWERED. ”

REACH AND ENGAGE THE RIGHT PEOPLE EARLY-STAGE SEARCHES MIDDLE-STAGE BRAND SEARCHES SEARCH/SOCIALVOLUME WHAT IS CONTENT MARKETING? (10-3000 X) HOW TO BE EFFECTIVE WITH CONTENT MARKETING? (2-10 X) WHO IS THE BEST CONTENT MARKETING PROVIDER? @BrennerMichael

AWARENESS CONSIDERATION PREFERENCE ONLINE COMMUNITIES SEARCH ENGINES EBOOKS EMAIL NEWSLETTERS EDITORIAL ARTICLES WHITE PAPERS PODCASTS CASE STUDIES ONLINE VIDEOS WEBCASTS VIRTUAL TRADE SHOWS PRODUCT LITERATURE TRIAL SOFTWARE ONLINE VENDOR DEMOS Begin decision process Make decision Identify business problem Establish requirements/ build RFP Align IT with business objectives Explore technology options Research solutions Determine solution strategy Assess ROI Research products/ vendors Build short list @BrennerMichael

“TAKE YOUR BRAND OUT OF THE STORY. . . . . .MAKE YOUR CUSTOMERS THE HERO.” ANN HANDLEY BUSINESS INSTINCT CONTENT MARKETING WHAT BUSINESSES PRODUCE WHAT CUSTOMERS WANT CHARITYEMPATHY @BrennerMichael

“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 • Not advertising or PR • It is continuous, not campaign-based • Customer, not brand-focused • Owned media = An Asset for your business with LTV and ROI CONTENT MARKETING DEFINED @BrennerMichael

PUBLISH ON YOUR OWN CONTENT HUB. @BrennerMichael “DON’T BUILD YOUR HOUSE ON RENTED LAND. ”

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THE PROMISE OF CONTENT MARKETING: @BrennerMichael TO EARN YOUR AUDIENCE VERSUS BUYING IT!

“WE NEED TO STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN AND BE WHAT PEOPLE ARE INTERESTED IN. CRAIG DAVIS” @BrennerMichael

HOW BRANDS CAN BECOME CONSUMED WITH THEIR STORY, NOT THEIR CUSTOMERS. UNIQUE POINT OF VIEW TRAP @BrennerMichael

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IF YOU GIVE A GOOD IDEA TO A MEDIOCRE TEAM, THEY WILL SCREW IT UP. IF YOU GIVE A MEDIOCRE IDEA TO A BRILLIANT TEAM, THEY WILL EITHER FIX IT OR THROW IT AWAY AND COME UP WITH SOMETHING BETTER. ” “ @BrennerMichael

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BRANDS NEED TO TAKE THE PHRASE ‘ACTING LIKE A PUBLISHER’ LITERALLY. ” “ Dietrich Mateschitz Founder + CEO, Red Bull @BrennerMichael

Old way Brand-led Ad campaigns Demographics New way CUSTOMER-DRIVEN CONTINUOUS CONTENT PEOPLE B2B MARKETERS ARE TAKING A NEW APPROACH. @BrennerMichael

THE FUTURE OF CONTENT MARKETING IS INFORMATIVE @BrennerMichael

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@BrennerMichael CLUSTER BRAND? TOTAL MONTHLY SEARCHES (EST.) Analytics Brand 458 3000x Analytics Non-Brand 1,520,761 Cloud Brand 398 1000x Cloud Non-Brand 578,460 Data Brand 28,884 17x Data Non-Brand 470,967 Mobility Brand 12,488 28x Mobility Non-Brand 345,598 BI Brand 532,486 -2x BI Non-Brand 277,156 CRM/Sales Brand 156,028 40x CRM/Sales Non-Brand 6,313,329 ERP Brand 777,092 -2x ERP Non-Brand 324,595 HCM Brand 55,536 7x HCM Non-Brand 379,954 Accounting. Finance Brand 30,497 24x Accounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 13x TOTAL Non-Brand 13,616,715

Were any of these “early-stage” prospects finding us?

Business Innovation (launched March 27, 2012) A“Content Hub” to earn traffic instead of buying it To help business pros see how technology drives innovation. To reach and convert leads we would have never seen!http://blogs.sap.com/innovation

THE FUTURE OF CONTENT MARKETING IS PROVEN ROI @BrennerMichael

CONTENT MARKETING ROI IS 4X OUR TRADITIONAL MARKETING SPEND. ” “ Julie Fleischer Sr. Director, Kraft Foods @BrennerMichael

WE SHIFTED INVESTMENT FROM ADVERTISING TO CONTENT MARKETING SO WE COULD SHOUT LOUDER THAN WE SPEND. Beth Comstock CMO, GE ” “ @BrennerMichael

CapGemini Content-Loop.com • Licensed content on Linked Sponsored updates • Drives to branded Content Loop • Offers to deeper content • Recommendations to connect with experts Results: ~1M visitors / year + 3K new LinkedIn followers / week + High Quality Leads + Sales / ROI

AMEX OpenForum Mission: Help Small Businesses Do More Business. Approach: Publish every day, influencers and community. Outcome: The largest source of inbound leads.

THE FUTURE OF CONTENT MARKETING IS VISUAL @BrennerMichael

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THE FUTURE OF CONTENT MARKETING IS FUN @BrennerMichael

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THE FUTURE OF CONTENT MARKETING IS FUNNY @BrennerMichael

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Woo Woo? How Is Your Marketing Performing?

THE FUTURE OF CONTENT MARKETING IS ENTERTAINING @BrennerMichael

EXAMPLES OF BRAND ENTERTAINMENT @BrennerMichael

@BrennerMichael 20 AMAZING EXAMPLES OF BRAND CONTENT MARKETING HUBS

“We Try To Win The Internet Everyday” Bryan Rhoades ~ Head of Content, Intel

HOW TO RANK FOR SEO? VOLUME Number of posts on the topic VALUE The best answer on the internet VARIETY Text, images, video, slides @BrennerMichael

Content Atomization Starts With An Idea

• Turn Exec Presentations Into Slideshare • Summarise the best parts of [bad?] videos • Email experts • Profile customers • Ask influencers • Create “What is, Why You Should, and How To,” “8 Steps To Success In . . .” [Topic] • What [Hot Topic] Means for [Your Issue]: • “What the Scottish Referendum Can Teach Us About Risk” My Favorite Content Hacks

3 Tips For Killer B2B Content: 1. Stop Promoting. Create for real people. 2. Be the best answer on the internet. 3. Act like a human. Maybe even funny.

Your audience wants stories. Willyou give it to them? @BrennerMichael