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Simplify & Perfect Your B2B Content Marketing Strategy...

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Content is King… but Strategy Rules

B2B content marketing is growing quickly. Your competitors have jumped on the content bandwagon. But most B2B marketers believe their content marketing is ineffective.

Translation: More content does not mean better content. And content without direction and focus falls short of expected results.

But… with a content strategy, you can boost effectiveness by up to 600%!

How do you achieve that?

Develop a B2B Content Strategy Around Christmas…Take a Chapter Out of the B2C Playbook

What do B2C marketers work toward all year? Black Friday, shopping’s’ biggest day of the year.

Now, what do B2B marketers work towards all year? The annual trade show.

Think about it. Trade shows result in more revenues than any other sales event. Many companies earn the majority of their sales in the course of a week.

To maximize this opportunity, you’ll need professional, persuasive and potent marketing content.

But… combine content strategy with trade show planning and you have a winner.

See the slide show below how to simplify and perfect your content marketing strategy… while creating more effective content.

Publicada em: Marketing
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Simplify & Perfect Your B2B Content Marketing Strategy...

  1. 1. Perfect Your B2B Content Marketing Strategy & Boost Effectiveness… Instantly DEFINE YOUR CONTENT MARKETING STRATEGY WITH TRADE SHOWS
  2. 2. Content is King…but Strategy Rules • Creating a content marketing strategy doesn't have to be mysterious • Let’s shine some light on this murky topic • What do B2C marketers work towards all year? • Black Friday – when retailers go in the black! • Let’s apply this concept to B2B… • What do/should B2B marketers work towards all year? • The annual Trade Show – because it generates a majority of annual B2B sales! • Simple enough… now, let’s look at some facts… B2B Copywriting & Consulting 11/25/2014 2
  3. 3. 5 Facts & Stats… You Should Know • B2B marketers w/ documented strategy are more effective and less challenged w/ every aspect of content marketing. 1 • Only 44 %of B2B marketers have a documented content strategy.2 • Were 39.2%of marketing budgets (2011) - more than any other channel. 3 • 4 out of 5 of trade show attendees have buying authority.4 • Trade show ROI can run into 7 figures -- achieving majority of annual sales. 5 1 - 2 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 3 - 4 Source: CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget 5 Trade Show Selling: How to Close Year’s Worth of Business in Few Days, by Carl Henry B2B Copywriting & Consulting 11/25/2014 3
  4. 4. Documented Content Marketing Strategy = Improved Effectiveness B2B marketers with a strategy are more effective up to.. B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America B2B Copywriting & Consulting 11/25/2014 4
  5. 5. Percentage of Marketers with a Documented Strategy1 1 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America 11/25/2014 5 Opportunity for Savvy Marketers Joe Pulizzi says the real number is 15%! B2B Copywriting & Consulting
  6. 6. Align Content Marketing Strategy with Trade Show Goals • Trade Show Prep • Identify Marketing Content • Benefit-focused content 1st 6-month Cycle Conduct Trade Show • Trade Show Follow-up • Engage with Prospects/Customers… • Inform Marketing Content • Refine/update Marketing Content 2nd 6-month Cycle B2B Copywriting & Consulting 11/25/2014 6
  7. 7. Trade Show Prep & Content Strategy Alignment TRADE SHOW PREP • Announcement • Generate Buzz • Build & Expand Interest • Engage New & Existing Customers CONTENT STRATEGY • Press Release/Newsletter/Flyer • Trade Publication Articles • Website/Email/Social Media • Case Studies/White Papers B2B Copywriting & Consulting 11/25/2014 7
  8. 8. Announcement • Get the word out! • Publish in print and digitally • 3 – 4 months prior B2B Copywriting & Consulting 11/25/2014 8
  9. 9. Generate Buzz • Special Trade Pub Literature • Feature New Products/Services • Highlight Key Company Attendees B2B Copywriting & Consulting 11/25/2014 9
  10. 10. Build & Expand Interest • Website Promotion – Focused Content • Email tailored to existing customers w/appointment reservations • Social Media messages to wider audience B2B Copywriting & Consulting 11/25/2014 10
  11. 11. Engagement • Provide In-depth, compelling content • Uncover needs and wants • Document desires • Get the Appointment B2B Copywriting & Consulting 11/25/2014 11
  12. 12. Close the Loop • Refine & customize marketing content to prospects' needs • Contact qualified leads • Qualify other leads B2B Copywriting & Consulting 11/25/2014 12
  13. 13. Strategy Rules… • Trade shows represent HUGE opportunity to close sales • A Documented content marketing strategy guides you • Ensures timely, relevant, & compelling marketing content • Smart marketers plan, prepare & align content marketing with trade show prep… because it works B2B Copywriting & Consulting 11/25/2014 13
  14. 14.  B2B Copywriting & Consulting 11/25/2014 14
  15. 15. ABOUT This presentation was created by: Alex Milo B2B Copywriter & Consultant “Helping generate leads for transportation & logistics companies” Alex is a professional B2B copywriter and certified SEO copywriter. He consults and writes B2B marketing content helping transportation and logistics companies develop and implement their lead generation strategies. He's also a certified professional logistician. He has over 25 years of transportation and logistics experience in operational, customer service, and business development positions. Connect with Alex on: LinkedIn Google+ www.b2bcopywriting-alexmilo.com B2B Copywriting & Consulting 11/25/2014 15

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