Content marketing continues to grow in popularity and play a bigger role in B2B marketing strategies. But while adoption of content marketing is on the rise and confidence in its effectiveness is growing, B2B marketers still face ongoing challenges and common pitfalls.
B2B Content Marketing: Overcoming Challenges and Avoiding Common Pitfalls
1. WEBINAR
B2B CONTENT
MARKETING:
Overcoming Challenges and
Avoiding Common Pitfalls
#CIRCLESWEBINAR
2. INTERACT WITH US
@circleSstudio
#circleSwebinar
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
3. PRESENTER
TIM ASIMOS
Vice President &
Director of Digital Innovation
@timasimos
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
4. AGENDA
1 The Great Divide
2 Setting a Strategy
3 Overcoming the Time Issue
4 Producing Enough Content
5 Producing Content That Engages
Q&A
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
6. 1
THE GREAT
DIVIDE
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
7. 1 THE GREAT DIVIDE
“93% of B2B marketers are
using content marketing.”
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
8. 1 THE GREAT DIVIDE
“73% of B2B marketers are
producing more content than
they did one year ago.”
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
9. 1 THE GREAT DIVIDE
“58% of B2B marketers plan to
increase their content marketing
budget over the next year.”
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
10. 1 THE GREAT DIVIDE
“BUT... only 42% consider their
efforts effective.”
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
11. 1 THE GREAT DIVIDE
Ongoing
Challenges
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
12. 1 THE GREAT DIVIDE
Top Three B2B Content
Marketing Challenges
69%
Lack of
Time
55%
Producing
Enough
Content
47%
Producing
Engaging
Content
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
13. 1 THE GREAT DIVIDE
“Only 44% of marketers have a
documented content strategy.”
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
14. 1 THE GREAT DIVIDE
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
15. 2
SETTING A
STRATEGY
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
16. 1 THE GREAT DIVIDE
Strategy is Key
to Effectiveness
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
17. 1 THE GREAT DIVIDE
“B2B marketers who have a
documented content strategy
are far more likely to consider
themselves effective (66% vs. 11%)”
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
18. 2 SETTING A STRATEGY
Define the Role
of Content
Marketing
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
19. 2 SETTING A STRATEGY
Assemble the
Team
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
20. 2 SETTING A STRATEGY
Carve Your
Niche
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
22. 2 SETTING A STRATEGY
Persona Name
✓ Background: Industry, segment, company type,
relevant information, demographics
✓ Position: Title, responsibilities, reporting
structure, personal and business goals
✓ Buying Process: Role, funnel stage, key drivers
✓ Challenges: Frustrations, pain points, needs, information gaps
✓ Common Objections: What objections persona might raise about
buying your service or product
✓ Media & Content Habits: Preferences, formats, media, social channels
✓ Quote: Actual quote from an interview that represents persona
✓ How You Can Help Them: How you can solve challenges, educate,
address needs and help them achieve their goals
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
24. 2 SETTING A STRATEGY
Set Goals &
Define KPIs
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
25. 2 SETTING A STRATEGY
Document the
Strategy
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
26. 3
THE TIME
ISSUE
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
27. 1 THE GREAT DIVIDE
“69% of B2B marketers said a
lack of time was one of the
biggest content marketing
challenges they face.”
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
28. 3 THE TIME ISSUE
Make it a Bigger
Priority
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
29. 3 THE TIME ISSUE
Develop a
Roadmap
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
30. 3 THE TIME ISSUE
Assign Tasks &
Deadlines
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
31. 3 THE TIME ISSUE
Get Organized
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
33. 1 THE GREAT DIVIDE
“55% of B2B marketers said
producing enough content was
one of the biggest content
marketing challenges they face.”
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
41. 1 THE GREAT DIVIDE
“47% of B2B marketers said
producing the kind of content
that engages was one of the
biggest content marketing
challenges they face.”
- CMI B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
42. 5 PRODUCING CONTENT THAT ENGAGES
Focus on Your
Audience
B2B CONTENT MARKETING @circlesstudio #CIRCLESWEBINAR
52. #CIRCLESWEBINAR
LEARN MORE
FREE eBOOK DOWNLOAD
An Introductory Guide
to Content Marketing
Learn the basics of attracting prospects, converting
leads and engaging customers using content.
www.circlesstudio.com/ebook
53. LET’S CONNECT
#CIRCLESWEBINAR
TIM ASIMOS
@TimAsimos
linkedin.com/in/TimAsimos
CIRCLE S STUDIO
@circleSstudio
linkedin.com/company/circle-s-studio
/circleSstudio
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