84% of respondents to the recent CMI B2B Content Marketing survey, who say they are ineffective at content marketing, had no documented strategy. In this session, Caspian Woods, Chief Content Strategist at Editions Financial demonstrates why you need a strategy for content marketing to be effective in selling relationship-based services in complex B2B markets. He’ll illustrate how an effective content strategy makes content work harder by defining a clear proposition for different audiences, mapping this across the customer journey, focusing on the most effective channels and offering a clear audit trail for ROI. He’ll outline the rules B2B brands should follow in devising a successful content marketing strategy. He’ll introduce one of the key tools in strategy planning- the Content Engagement Funnel – and show how it’s a strategic way of approaching content that takes an integrated approach across all channels and media to deepen engagement at each touch-point.

1. B2B CONTENT
MARKETING:
BRIDGE THE
STRATEGY
GAP

3. CONTENT WORKSHOP
3
‘The Strategy Gap’
LESS THAN 50%
DOES IT MATTER?
EDITIONS FINANCIAL

4. CONTENT WORKSHOP
4
Channel Overload
EDITIONS FINANCIAL

5. CONTENT WORKSHOP
5
5 Heresies:
1. TAME THE CONTENT BEAST
2. DON’T THINK DIGITAL
3. IT’S NOT CONTENT STRATEGY
4. AVOID SHINY KIT SYNDROME
5. IT CAN’T BE TRULY
MEASURED
EDITIONS FINANCIAL

6. CONTENT WORKSHOP
6
It’s not about CONTENT
..it’s about MARKETING!
PRODUCE LESS
CONTENT
MAKE BETTER
CHANNEL CHOICES
FOCUS ON ROI
EDITIONS FINANCIAL

8. >
>
ENGAGE:
4. Qualify: Website
5. Relationship sustain: Magazine/ezine
6. Convert: Video/case-studies
INTERACT:
7. Community/forums
8. Events
9. One to one and F2F
> CONTENT FEEDBACK LOOP >
1. Content Proposition
2. Thought leadership
3. Lead Generation
>
HOOK:
>
AWARENESS
<
ENGAGEMENT
<
REVENUE
Content Engagement Funnel

9. CONTENT AUDIT
24 COMPETING ‘CONTENT BRANDS’

10. CONTENT MARKETING
10
Audit & Refine
Proposition
1. CLARITY
2. CUT-THROUGH
3. CONSIDERATION
4. CO-ORDINATED
5. CHANNEL APPROPRIATE
6. CONSISTENT
CLIENT: XXX
DATE: 1 / 10 / 13
EDITIONS FINANCIAL

11. >
>
ENGAGE:
4. Qualify: Website
5. Relationship sustain: Magazine/ezine
6. Convert: Video/case-studies
INTERACT:
7. Community/forums
8. Events
9. Face to face - Relationship Manager
> CONTENT FEEDBACK LOOP >
1. Content Proposition
2. Thought leadership
3. Lead Generation
>
HOOK:
>
AWARENESS
<
ENGAGEMENT
<
REVENUE
Content Engagement Funnel

12. CONTENT
PROPOSITION
MEDIA PARTNERS
DM
PR
ATL
OWNED CHANNELS
WEBSITE
VIDEO
CASE-STUDY
CUSTOMER MAGAZINE
EZINES
EVENTS PROGRAMME
SALES COLLATERAL
ADVOCACY PROGAMMES
B2B CONSULTANCY
CONTENT STRATEGY

13. 13

14. CONTENT MARKETING
14
Resources &
Questions
ECONSULTANCY
THE US CONTENT
MARKETING INSTITUTE (CMI)
LINKEDIN ‘CONTENT
STRATEGY’
Caspian@editionsfinancial.co.uk
EDITIONS FINANCIAL