2. Content Marketing Key to B2B Sales Funnel
Blog posts 39%
37%
Webinars and virtual events 38%
34%
Industry white papers 31%
14%
Emarketer.com - October 18, 2011
Videos 23% Content Types that are
20% most valuable for directly
supporting marketing
Data-driven research reports 20% objectives according to
29% B2B and B2C marketing
professionals worldwide.
User/peer-created content 17%
23% May 2011 % of respondents
Vendor-sponsored 10% B2B B2C
white papers
Note: 86% of respondents were from North America
Podcasts 6% Source: Focus Research, ―Marketers‖ Benchmarks
9% 2011: A Survey of Marketers’ Priorities & Challenges,
June 8, 2011
3. Content
Ten Practical Tips:
Process, compliance
and controlling your
brand are key pieces
to your product plan
from the beginning.
4. Process
#1 Content should be part of #3 Building Buzz
the conversation early on: -Building a case
-Creating anticipation
- Building buzz- align marketing efforts
- Controlling brand- from the beginning
- SEO/market segment planning #4 Community: Preview opps for VIPs
#2 Compliance and governance #5 Allows word to spread- influencers
for those who care
5. Opportunities to Control your
Brand/Product
In product design process
Answering the call
Be the first out there
Innovate
Wright Goode Inc. | November 8, 2011 5
6. #6 Measurement
―Build in content and marketing efforts
along the way and benchmark every
dollar so at the end you can see
what paid off and how it directly
impacted your market.‖
— Eduardo Conado, Motorola Solutions
7. Ways to prepare
#7 Launch
-Brainstorm
-Ownership
-Collaborate/Align
-Invest
#8 Build infrastructure
-Prioritize
Wright Goode Inc. | November 8, 2011 7
8. Industries
• Find your audience
• Take a look at your competitors - go
where they are where they are NOT!
• Maybe your thinking I don’t need this for
my product/service/industry/organization
• Look internally (is there a community?)
• Take the stage - control your messaging
before it is taken out of you hands
9. Making your case
#9 Value
-Collaboration
–Workshop
#10 ROI
Wright Goode Inc. | November 8, 2011 9
10. #11 What is content?
Wright Goode Inc. | November 8, 2011 10
11. Typical Strategic Content Marketing
Initiatives
Internal External Social and Automation
• Training • Lead generation- • Marketing
• E-learning webinars, white papers, automation content
• Newsletters article syndication strategies
• Sales • Articles • Facebook
• Editorial • Newsletters • Twitter
governance • E-books • LinkedIn campaigns
• Approval processes • Integrated content • PPC campaigns
and workflow strategy • Advertising
• Brand monitoring
• Re-Use SEO/SEM
Wright Goode Inc. | November 8, 2011 11
13. What We Do
Wright Goode is a content studio serving
educational publishers, publishers, B2B and
B2C organizations.
We specialize in the full content lifecycle:
both offline and online, local and global.
We customize teams of staff editors and
writers from a network of more than 800
content professionals with extensive digital
experience
We believe in providing best practices and
efficient processes for consistent results.
Wright Goode Inc. | November 8, 2011 13
14. Best Practices
Wright Goode is dedicated to providing our clients
with editorial best standards.
We specialize in governance, compliance, and
publishing’s standards for content .
We send status reports, schedules and project
manage all projects with strong communication
and exceeding expectations.
We believe all companies should have the ability
to copyright, control and have the flexibility with all
content developed for future use.
Wright Goode Inc. | November 8, 2011 14
15. 20,000 pieces of content
SEO and
Scalability
Wright Goode Inc. | November 8, 2011 15
16. Best fit clients are…
• Re-engineering their current content development
• Front loading a big content project (launch)
• Brand a voice and curate over the entire content lifecycle
• Or outsource some content development execution
Best fit projects include…
• Strategy and consulting for content development workflow
• Creation of high volume, high quality content
• Scaling content development that mimics an existing brand voice
• Build an integrated content plan across media types
• Build, staff and supervise an outsourced content development organization
Typical pilot projects…
• Three month duration, $2500 per month
• Rapid turn-around, understand culture
Wright Goode Inc. | November 8, 2011 16
17. Ben Bradley Kim Kleeman
20 years experience in B2B marketing, 10 years experience in publishing,
sales and content development. education and content development
Serial entrepreneur, founder of Macon Founder of Shakespeare Squared, #5
Raine, a B2B marketing agency. in Education on the Inc 500 in 2007.
Editor at large for CDW’s BizTech Comitted to quality content and best
Magazine, contributor Talent Management, practices on the web. Passionate about
CIO, IDGA and other publications. social media and content marketing.
Former member of the Iowa Writers’ 40 Under 40 Crain’s Chicago and
Workshops in both fiction and active member of BMA Chicago.
screenwriting.
Wright Goode Inc. | November 8, 2011 17
18. Questions?
Kim Kleeman
Senior Consultant
kim@wrightgoode.com
847-212-1064
Notas do Editor
With the average cost per lead increasing and marketers competing for buyer attention, traditional lead generation tactics are no longer enough. Business-to-business (B2B) companies are looking to content marketing to boost their lead generation efforts.“Informative, nonpromotional content in the form of webinars, white papers, videos, blogs and peer recommendations on social networks and forums can attract prospects,” said eMarketer’s Lauren Fisher, author of the new report, “B2B Lead Generation: Using Content to Acquire Customers.” “It can also be used to build and maintain ongoing relationships with potential buyers—a must for remaining top of mind throughout the purchase process.”Customer acquisition—including both lead generation and lead nurture—are top priorities for B2Bs, according to several surveys, including a June 2011 poll from MarketingSherpa.Content, especially different types like white papers, fact sheets, case studies, webinars and email newsletter campaigns, can help serve these purposes throughout the B2B sales funnel—and according to data from Focus Research, the usefulness of these types of content is different for B2Bs than for business-to-consumer oriented companies.“Online content is the fuel for the new B2B marketing lead generation engine,” said Fisher. “In creating informational, educational and actionable content in the form of white papers and webinars, marketers can effectively lure early-stage buyers into their sales pipeline.“By mixing this content with comparative, company-specific and interactive content—and regularly sharing it via email or e-newsletters—marketers can build relationships designed to nurture prospects throughout the sales funnel,” she continued.