1. TOP 14 MUST-DO
CONTENT STRATEGIES
FOR 2012

2. 1 BLOG
64% B2B MARKETERS REGARD BLOGGING ON
COMPANY BRANDED OR MANAGED BLOGS AS A
HIGHLY EFFECTIVE TACTIC
Tip: Post often. More
importantly, post high quality
blog posts. A well thought-out
social optimisation strategy
for your blog is also a high
priority.
*MarketingSherpa 2011 B2B Marketing Benchmark Report

3. 2 WHITE PAPER
65% RATE WHITE PAPERS AS BEING “VERY”
OR “EXTREMELY INFLUENTIAL” OVER
PURCHASE DECISIONS
Tip: Experiment with your
white paper format. Make
them more visual. Try out
radical approaches like
embedding audio & video
content.
*Eccolo Media 2011 B2B Technology Collateral Survey Report

4. 3 INFOGRAPHIC
“...THE BASIC PREMISE IS VERY SIMPLE: CREATE
SOMETHING ENGAGING AND RELEVANT THAT
COMMUNICATES WITH YOUR AUDIENCE”
Tip: Infographics can be
excellent linkbaits. Make
sure your information is
accurate. Use attractive
layouts, styles and visuals to
build an attention grabbing
and persuasive infographic.

5. 4 E-NEWSLETTER
IMPACT QUOTIENT: NEWSLETTER’S "ABILITY TO
PERSUADE PEOPLE TO SAVE IT, TALK ABOUT IT, REFER
TO IT AND FORWARD IT TO THEIR SPHERE OF
INFLUENCE”
Tip: Focus on Professionalism (in
newsletter production and
management), Value (through the
content you provide subscribers)
& Personality (of your content and
presentation).
* Bryan Eisenberg of Future Now Inc, Mark Brownlow of Email
Marketing Reports

6. 5 CASE STUDY / TESTIMONIAL
“VERY” OR “EXTREMELY INFLUENTIAL” OVER
PURCHASE DECISIONS: ROSE FROM
38%(2010) TO 68%(2011)
Tip: Size and formats matter.
Preferably restrict the length
to four pages. Given a
choice, the preference is for
written case studies rather
than video testimonials or
audio stories.
*Eccolo Media 2011 B2B Technology Collateral Survey Report

7. 6 SEO LANDING PAGES
97% ADVANCED MARKETERS ARE USING KEYWORD/KEYPHRASE
RESEARCH. YET ONLY 69% ARE
LEVERAGING SEO LANDING PAGES
Tip: Make SEO and LPO work
together. While Search Engine
Optimization will get visitors to
your page, you need Landing Page
Optimization for conversions.
Don’t forget the CTAs in your
Landing Pages.
* MarketingSherpa 2012 Search Marketing Benchmark Report
- SEO Edition

8. 7 VIDEO
OVER 65% CONSIDER VIDEOS TO BE MOST EFFECTIVE
IN ENGAGING PROSPECTS AND DELIVERING MESSAGE
Tip: Two 3 minute videos are
better than one 6 min video. Vary
your video content and look
beyond YouTube for wider
distribution.
*2011 B2B Marketing Trends - Holger Schulze

9. 8 RESEARCH REPORT
64% PROSPECTIVE BUYERS ARE LIKELY TO CLICK
ON A FREE RESEARCH REPORT LINK
FOR MORE INFORMATION
Tip: Add the option to share
content. The simple addition
of a “Share This” button
significantly enhances
the influence of your
collateral.
*IDG Connect and Marketing Sherpa 2010

10. 9 WEBINARS & VIRTUAL EVENTS
38% B2B MARKETING PROFESSIONALS FEEL
WEBINARS & VIRTUAL EVENTS ARE VALUABLE FOR
DIRECTLY SUPPORTING MARKETING OBJECTIVES
Tip: Post webinar, utilize
content arising out of your
webinar - recording, Q&A,
presentation - for inbound
lead generation purposes.
*Focus Research: Marketers’ Benchmarks 2011

11. 10 PODCAST
PODCASTS ARE MORE LIKELY TO BE CONSUMED IN
THE FIRST TWO PHASES OF THE SALES CYCLE:
PRE-SALE & INITIAL SALE
Tip: Include RSS Feeds to
syndicate your Podcasts. Make it
easy for your audience to listen
with automatic delivery to their
portable media devices or
personal computers.

12. 11 ONLINE ARTICLE
AROUND 64% CONSIDER THE ONLINE ARTICLE
AN EFFECTIVE CONTENT FORMAT
IN ENGAGING PROSPECTS
Tip: Pick your distribution
channels carefully. Mass
article submission sites will
only fetch short term results.
*2011 B2B Marketing Trends - Holger Schulze

13. 12 E-BOOKS
E-BOOKS ARE SEEING AN INCREASED ADOPTION RATE:
9% (2010) TO 16% (2011)
Tip: Use the e-book as a
lead-in to build trust and set
the stage for the offers that
you will subsequently make
via email.
* B2B Content Marketing: 2012 Budgets, Benchmarks and Trends -
Content Marketing Institute (CMI) and MarketingProfs

14. 13 PRESENTATION / SLIDESHOW
AROUND 38% CONSIDER SLIDESHOWS TO BE AN
EFFECTIVE CONTENT FORMAT
Tip: Leverage
SlideShare, which offers the
unique feature of lead
capture by allowing you to
insert form into your content.
*2011 B2B Marketing Trends - Holger Schulze

15. 14 CARTOON / COMIC STRIP BLOG
LAUGHTER IS A SERIOUS BUSINESS

16. FOR MORE TIPS &
TACTICS VISIT
LEADFORMIX BLOG