In a practical presentation, René will outline why your business needs to look at employing a content strategy, how to get it off the ground, get people reading, engaging, sharing and acting on it and how to ensure you never run out of content. René will draw on his experience working in B2B marketing and as a prolific blogger and use some of the latest industry examples to show how it's done effectively.
Benefits
Understand the reasons why and the benefits gained from good customer focused content
Find out how to cost effectively get a content marketing strategy off the ground
Identify the best, quick win content options
Know what to do to ensure your beautiful content is seen by as many people as possible
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Going beyond the status update - Barrett Dixon Bell
1. Going beyond the #statusupdate
Content strategies for b2b marketers
Presentation @marketingB2B #MarketingSummit
Thursday 14 June 2012
@renepower
2. A day of discovery and
enlightenment awaits
http://unrealitymag.com
3. Why are you here?
I don’t know No one follows I don’t have
People I follow talk
what content me / us resource
rubbish and offer
marketing is
me no value
I don’t see the
I need a big
connection to I don’t have
I don’t audience
b2b time
know what
to say It’s not
measurable
It’s just not I need to
relevant to my generate I don’t know
business leads where to start?
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
4. What I promised to talk about
Why content
Getting off the ground
Identifying quick wins
Getting seen and getting shared
Never running out of content
5. Spoiler alert
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
6. Don’t think of content as social.
Think of content as expertise.
Social is one route to market.
Presentation to: www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
7. Inside the mind of the buyer
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
9. Broadcast is
great
Engagement is better
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
10. Why you should be talking
content
You’re in the business of
selling expertise
People buy when they trust
Trust takes time, people need
to believe
You need to tell your story well
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
11. It’s good enough for Coca Cola
http://www.thecoca-colacompany.com/socialmedia/
12. Why companies suck at content?
Not relevant to audience
Not engaging or exciting Confused with social
All broadcast Not easy to access / share
Spammed across multiple platforms
14. Creating a content strategy
1. Define needs / pain
2. Visit watering holes
3. Curate
4. Audit what you have
5. Plan
6. Create
7. Amplify
8. Evaluate
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
15. Define audience pain
Identifies topics
Dictates relevance
Establishes trends
Sets parameters
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
16. Remember the green cross code?
Stop, look and listen...
Presentation to: www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
17. Visit watering holes
• See what works
• What doesn’t
• What’s being said
• What’s missing
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
18. Entry level: Curate
Some powerful
influencers and
connectors don’t
create anything
19. Curating content in five steps
Step 1: Get a Google account
Set up Alerts and Reader
Hit this button to add websites you like
Step 2: Visit namechk & secure profiles
20. Curation tools
Step 3: Set up your big five
Step 4: Set up free Hootsuite dashboard
Step 5: Check Reader – schedule
updates for half an hour each morning
22. Rules for creating killer content
Relevance
Useful
Valuable
Lead
generative
Social
23. Using the Content Matrix
Set objectives
Select different
content marketing
tools
Courtesy of
www.smartinsights.com
24. Build a content hub
The place that all
links return to
Interactive not static
Go beyond the
expected
25. Creating content
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
26. Remember: Content drives
inbound inquiry so make every
piece count
Presentation to: www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
27. Plan – editorial calendars
A calendar focuses minds and resource
28. Amplify
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
29. Amplification
Access influencers and customers: 140m
The biginfivesector, 1,000’ssearchusers worldwide. 8.6m UK,
100,000s your deliver in your groups. optimisation,
brand amplification and audience
Media, influencer and customer contacts. Build influence and distribute
content. Access influencers and customers: 140m users worldwide.
8.6m UK, 100,000s in your sector, 1,000’s in your groups.
Half of all search is video makes YouTube search engine a must.
Media, influencer and customer contacts. Build influence and
800m users; lines content.
distribute of personal-professional ever blurring.
Half of all search is video makes YouTube improve over
Given priority in SERPS. Uptake and functionality willsearch engine a
time. must.
800m users; lines of personal-professional ever blurring.
Given priority in SERPS. Uptake and functionality will
improve over time.
30. Relevant, targeted usable content
is digital marketing rocket fuel.
Valuable content gets shared.
Presentation to: www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
31. Can content be measured?
Buzz by no of posts buzz by impressions shift in buzz channel buzz
buzz by time of day seasonal buzz competitive buzz category/topic buzz
asset popularity buzz by customer type mainstream media mentions
buzz by stage in DM process mainstream media mentions installs downloads
growth rate of fans follows friends contacts no of pass alongs
uploads favourites likes comments ratings
recommends embeds bookmarks subscriptions page views
increase in searches %of buzz with links no of views/interactions polls virtual gifts
clickthroughs changes in search ranking type reach channel
tags popularity contest entries leads generated
geography volume of posts impressions time spent clicks contributions
products sampled store visits trials
by bloggers chatrooms wikis online sales offline sales savings change
customer acquisition & retention
in share AEV event response event attendance satisfaction feedback
complaint handling
32. Takeaways
1. Keep focused
on actions and
Free your Use
outcomes
single use actionable
content from information
2. Map types of
the archive to position
content to
expertise
audience and
stages of the
Research where buying process
your audience Refine,
goes and what repurpose & 3. Remember the
they are repackage eight steps
looking for your existing
material 4. Create a
calendar to map
resource
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
33. Recommended
Websites
Smart Insights blog
Content Marketing Institute blog
Hubspot blog
Problogger
Books
Inbound Marketing: Get found using Google, social media an
Dharmesh Shah / Brian Halligan
Content Rules CC Chapman
34. More?
@ www.bdb.co.uk
0161 925 4700
@bdbmarketing
BDBmarketing My first book Seven steps to
BRILLIANT B2B digital
marketing with Dave Chaffey
due August 2012
Email or follow to be kept up
rene@bdb.co.uk to date
http://twitter.com/renepower
http://uk.linkedin.com/in/renefp
http://marketingassassin.co.uk