1.
How to Budget and Plan
Your 2020 Content
Marketing Strategy

2.
Meet Your Presenters
Natalie Stezovsky
Vice President
Brittni Kinney Ratliff
Vice President

3.
Agenda
1. Content Marketing: Your No. 1 Priority for 2020
2. The Elephant in the Room: Budget
3. Start With a Documented Content Strategy
4. Your Content Marketing Team
5. Your Content Creation Process
6. Tech

4.
Content Marketing: Your No. 1
Priority for 2020
Source: CMI’s 2019 B2B Content Marketing Research:
https://contentmarketinginstitute.com/2018/10/research-b2b-audience/
96%of the most successful B2B
content marketers say
they’ve built credibility and
trust with their audiences.
68%of all B2B marketers say
they’ve used content
marketing successfully to
build credibility with their
audience.

5.
Content Marketing: Your No. 1
Priority for 2020
Top Content Marketing Methods B2B Marketers Use to Nurture Their Audiences
87% - Email marketing/campaigns
77% - Educational content
Areas Where B2B Content Marketers Increased Spending in the Last 12 Months
56% - Content creation
37% - Content marketing staff
36% - Paid content distribution
29% - Content marketing technology
21% - Content marketing outsourcing

6.
The Elephant in the Room:
Budget
You’re a small team. Your company is
investing money in
other marketing
efforts.
You’re busy with
client needs and
cannot justify
spending more time
and money on
marketing right now.
You need immediate
return.

7.
The Elephant in the Room:
Budget
You’re a small team.
Large teams do not automatically
equate to success.
Unique advantages of a small
team:
• Agility
• Collaboration
• Ownership

8.
The Elephant in the Room:
Budget
Your company is investing money in
other marketing efforts.
Investing in content is a win-win
for your entire company:
• HR
• Sales
• Recruitment
• Training
• Customer/account service

9.
The Elephant in the Room:
Budget
You’re busy with client needs and cannot justify spending
more time and money on marketing right now.
Retention and new business:
Do not prioritize one over the
other.
Content shows your clients and
potential clients you walk the
walk.

10.
The Elephant in the Room:
Budget
You need immediate return.
In 2019, Influence & Co.’s
marketing department generated
1.45M in revenue.

11.
Start With a Documented
Content Strategy
The benefits of having a documented content
strategy include:
1
Team
alignment
around a
common goal
2
Clarity around
what kinds of
content to
create
3
Focus on
documented
priorities
4
Easier
allocation of
resources and
optimization of
results
5
Clear target
audience
6
Accountability
7
The right
metrics to
measure
success

12.
Start With a Documented
Content Strategy
• Consumer analysis
Do any kind of market research needed to
get to know your consumers better. Figure
out who they are.
• Profile of key audience personas
1. Create personas of some of your key
audience members based on that analysis.
2. Identify needs, questions, concerns.
3. Know their job titles and requirements
and who they report to.
• Your marketing goals
Lead generation, thought leadership, SEO
• An editorial calendar and content
guidelines
• KPIs (key performance indicators)
Put together a content strategy that includes:

13.
Your Content Marketing Team
Possible team members to fuel your content:
SME/Thought
Leader
Editor Content
Strategist
Project
Manager
Social Media
Manager
Publication
Strategist
Designer Developer Freelance
Writer

14.
Your Content Creation Process
Ideation Knowledge
Sharing
Writing
EditingDistributingAnalyzing
Results

15.
Your Content Creation Process:
Ideation
Hold monthly
content brainstorms.
Keep up on
industry news and
reports.
Read industry
publications.

16.
Your Content Creation Process:
Knowledge Sharing
Interview your SME.
Have your SME fill
out a
questionnaire.
Use a knowledge bank
to store information and
use as needed.

17.
Your Content Creation Process:
Writing
Be mindful of publication
guidelines for
guest-contributed content.
Create and use tone
guidelines for your
SME.
Use stats and data to
back up claims.

18.
Your Content Creation Process:
Editing
Quality!
Quality!
Quality!

19.
Your Content Creation Process:
Distributing
Make sure the right
people see your
content.
Have your sales team use
content in their
conversations and
outreach.
Use content as fuel for
email marketing and
drip campaigns.

20.
Your Content Creation Process:
Analyzing Results
Check Against KPIs
Lead generation: Is your content
bringing new leads to your site
and converting them?
SEO: Is your content ranking in
search engines?
Thought leadership: Is your
content helping your SME/thought
leader land speaking opportunities?

21.
Tech
In order to see and track results and create
efficiencies, make sure you’re keeping tech in mind:
Project Management
Software
ICo Core
Editorial
Calendar
Marketing
Automation Software
HubSpot

22.
Resources
The Ultimate Guide to
Content Marketing
It doesn't matter whether content
marketing is a brand-new concept for
you or you're a seasoned content creator
— this guide is the only one you'll ever
need for content marketing.
Free Content Marketing
Consultation
Let us unburden you! Set up a
completely free call with us to further
discuss your content marketing needs
and questions. We’re here to help, NOT
sell, but if you decide you’d like to
partner with us, you could receive $500
off your first month of services!
https://offers.influenceandco.com/budget-webinar-promo

23.
Questions?