Presented as a Keynote to the B2B Marketing Content Avalanche Conference in London on 7th November 2013.
In this Keynote, I highlight some of the latest research in Content Marketing practices pulling out 10 trends needed to make the most of content marketing in 2014.
Examples show how leading companies are prioritising, managing and optimising their B2B content marketing including examples of new applications and new interactive B2B content marketing tools.
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Managing The Content Marketing Avalanche! B2B Content Marketing in 2014
1. Plan, Manage, Optimise:
Preparing for Content
Marketing in 2014
B2B Marketing Annual Conference
November 7th 2013
Dr Dave Chaffey
www.smartinsights.com/b2bconf
@DaveChaffey
#b2bconf
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2. About Dave Chaffey
•
•
•
•
@DaveChaffey
About Dave Chaffey
A professional trainer
in E-marketing since
1997
Author of 5 bestselling
marketing books now
in their 4th and 5th
edition
Manages
SmartInsights.com a
marketing advice site
with paid members in
over 50 countries
Insights Director at
agency ClickThrough
Marketing
#b2bconf
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3. Trend 1: A planned, strategic approach
Questions
Plan?
Strategy?
Objectives?
Control
through
analytics?
@DaveChaffey
www.PRSmith.org
Details: Smart Insights
#b2bconf
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10. Not just campaigns….
Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
Inc Social Media
OVP = Online Value Proposition
= Brand Adding Value to Audience
= Brand Positioning
Help me do my job / live my life
Help me develop / learn
Help Make me look good
Help Entertain Me!
Help me Select and Use Products
MAKE YOUR SITES A DESTINATION
Trend 2. Integrating content into the brand experience
http://bit.ly/smartovp
@DaveChaffey
#b2bconf
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19. The need for more evaluation
Source: B2B Marketing report
@DaveChaffey
#b2bconf
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20. Trend 5. Smarter Evaluation
Q. Do we have the right performance criteria?
V
Volume:
Desktop/Tablet/Smartphone
Quality:
Desktop/Tablet/Smartphone
Value
Desktop/Tablet/Smartphone
Cost
Desktop/Tablet/Smartphone
@DaveChaffey
Q
V
C
Unique visitors
Visits
Page views
40% bounce rate
5% conversion rate
Number of sales or leads
Average order value or selling price
Goal value per visit > Page value
Revenue per visit (E-commerce) > Page value
Cost
Cost
Cost
Cost
per
per
per
per
thousand (CPM)
click (CPC)
acquisition (CPA)
sale (CPS)
#b2bconf
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32. Trend 9. Scaling influencer and
partner outreach – tools and process
http://bit.ly/smartoutreach
@DaveChaffey
#b2bconf
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33. Influencer outreach – key
questions…
Do we invest enough time in this?
Who is responsible for this?
What is our process for influencer marketing?
How do we segment influencers?
How do contact priority influencers?
How do we measure success?
How do we scale this?
Tools to manage?
@DaveChaffey
#b2bconf
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36. Example: Discover – Consume - Act
Social Networks
PDF
Direct social messages
Slideshare
Email
Long form interviews
Blog
Single images
Search
All Content & Promotions Consider:
@DaveChaffey
Contribute
Download
Subscribe
Share
Attend Conference
“Findability”
“Engagement”
“Shareability”
#b2bconf
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37. 1. Created Demand
2. Dominated SERPs
3. Event Awareness
4. Registrations, Sessions
43k ebook views - 6 days
1k+ PDF downloads
5k views interviews
500+ social shares
100+ inbound links
@DaveChaffey
#b2bconf
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38. One Clever Question
You're a secret agent on a mission and you're
having a rendezvous with your agency contact after
pulling a dangerous undercover operation.
You now have a coveted secret. A content
marketing secret.
What secret for achieving success with content
marketing will you share? The content marketing
world depends on it!
@DaveChaffey
#b2bconf
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Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).
Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).