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Taking the Boring out of B2B Content Marketing

Luke Brynley-Jones, founder of Our Social Times explains how B2B organisations can overcome the challenges of B2B content marketing - and, crucially, avoid being boring.

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Taking the Boring out of B2B Content Marketing

  1. 1. @lbrynleyjones
  2. 2. 2 Clients Social + Content Measurement Team (hiring!)
  3. 3. Source: B2B Content Marketing 2015 – Content Marketing Institute 3 35% of B2B marketers have a documented content marketing strategy. 94% of B2B marketers use LinkedIn to share content, making it he most popular platform. 70% of B2B marketers are creating more content than they did a year ago. 58% of B2B marketers use search engine marketing (+ say it’s the most expensive). 32% say they are challenged with finding trained content marketing professionals. 62% of B2B marketers say they use infographics (up from 51%).
  4. 4. 4 “You get an instruction manual with your DVD player. You throw it in the trash, and you go to YouTube.” - Jason Miller, author of “Welcome to the funnel”
  5. 5. 5 http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
  6. 6. How to get it right! 6
  7. 7. 7 Idiots on ladders
  8. 8. 8
  9. 9. 9 RESULT: 1,000+ downloads
  10. 10. In the 9 months since launch, the campaign has generated measurable business results. It has changed the perception of Xerox with key prospects and generated over 1000 new sales appointments, with more than $1B in pipeline revenue. Nikki Fisher, Solutions Insights 10
  11. 11. 11 RESULT: 990 Tweets, 17,300 viewed their Sustainability report
  12. 12. 12
  13. 13. 13
  14. 14. 14 ①  Use the most compelling statistic or fact as the title – e.g. 7% of Twitter users aren’t human ②  Find an interesting angle – e.g. 10 inventions that shouldn’t work under water, but do ③  Make it accessible – e.g. 5 things you didn’t know about bluetooth ④  Make it topical – e.g. What today’s [insert news] means for your [insert industry] business ⑤  Focus on search engine optimisation – e.g. The beginner’s guide to smart thermostats
  15. 15. 15 © Our Social Times 2015
  16. 16. 16
  17. 17. Bright Bull Study: B2B Lead Generation Lessons from 4000 Businesses 17
  18. 18. 18 Image credit: RankManiac
  19. 19. 19 For a discussion about your B2B content marketing strategy, contact us @ oursocialtimes.com

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