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B2B Marketing Success With Content Marketing

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B2B Marketing Success With Content Marketing

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Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.

In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!

I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.

Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.

In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!

I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.

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B2B Marketing Success With Content Marketing

  1. How To Achieve Success In B2B With Content Marketing Michael Brenner NewsCred – Head of Strategy @BrennerMichael Slides: slideshare.net/michaelbrenner
  2. Agenda • The key factors for content marketing success • The core components of a content marketing strategy • How to utilize content across the buyer journey • Companies doing it right
  3. Just 3 Things . . . The world has changed. Most content stinks. Attract people through stories they love.
  4. Content marketing trends
  5. 9
  6. Me, 20 pounds years ago @BrennerMichael
  7. Today we are all connected @BrennerMichael
  8. @BrennerMichael
  9. Content today must compete with pictures of babies and kittens.
  10. 1 I have no patience for useless things.
  11. We tune out the noise.
  12. WHAT IS GOING ON? @BrennerMichael
  13. “We need to stop interrupting what people are interested in and give people what they are interested in. ”
  14. The Promise of Content Marketing: To earn your audience . . . . . . versus buying it!
  15. Content Marketing is all the marketing that’s left! Seth Godin, 2008 ” “
  16. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  17. 2
  18. “The buyer journey is nothing more than a series of questions that must be answered. - IDC - ”
  19. Awareness Consideration Preference Online Communities Search Engines eBooks Email Newsletters Editorial Articles White Papers Podcasts Case Studies Online Videos Webcasts Virtual Trade Shows Product Literature Trial Software Online Vendor Demos Begin decision process Make decision Identify business problem Establish requirements/ build RFP Align IT with business objectives Explore technology options Research solutions Determine solution strategy Assess ROI Research products/ vendors Build short list
  20. Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.” Our Natural Instinct Content Marketing Brand Purpose What Customers Want Charity
  21. Joe Pulizzi: “Don’t build your house on rented land.” - Publish on your own content hub -
  22. How brands can become consumed with their story, not their customers. Unique Point of View Trap
  23. Key Factors To Content Marketing Success: 1. Documented content strategy and mission statement 2. Have someone accountable for content 3. Consistently publish quality content 4. Map content to consumer journey 5. Balance Paid, Owned, and Earned Media 6. Focus on Content Subscribers 7. Track Content Marketing ROI
  24. Give Yourself a Grade . . Best Practice R Y G Have a documented content strategy? Have someone managing content Content hub maps to the consumer journey Publishing quality, volume and variety Social activation of content Paid distribution Focus on Content Subscriptions Measurement template / ROI defined Overall: D
  25. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  26. SAP Case Study
  27. Understand the Buyer Journey IDC: “The buyer journey is nothing more than a series of questions that must be answered.” Cluster Brand? Total Monthly Searches (est.) Analytics Brand 458 3000xAnalytics Non-Brand 1,520,761 Cloud Brand 398 1000xCloud Non-Brand 578,460 Data Brand 28,884 17xData Non-Brand 470,967 Mobility Brand 12,488 28xMobility Non-Brand 345,598 BI Brand 532,486 -2xBI Non-Brand 277,156 CRM/Sales Brand 156,028 40xCRM/Sales Non-Brand 6,313,329 ERP Brand 777,092 -2xERP Non-Brand 324,595 HCM Brand 55,536 7xHCM Non-Brand 379,954 Accounting. Finance Brand 30,497 24xAccounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 13xTOTAL Non-Brand 13,616,715
  28. Were Any of These “Early-stage” Prospects Finding Us?
  29. Late-Stage Content 66% Early-Stage Content 6% Middle-Stage Content 28% Content Audit By Buyer Stage
  30. Business Innovation (launched March 27, 2012) A“Content Hub” to earn traffic instead of buying it To help businesses leaders grow through technology and innovation. To reach and convert leads we would have never seen! http://blogs.sap.com/innovation
  31. Organic and Social: Up and to the Right 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 UniqueVisitors Traffic from Organic, Social & Referrals
  32. • Thinking and acting like a publisher • Delivering content your audience wants • Managing content as an asset (with an ROI) What is a Content Marketing Strategy?
  33. Why is it Important to Have a Documented Content Marketing Strategy? Source: CMI
  34. Content Marketing Mission Statement AmEx Open Forum Mission: “Help Small Businesses Do More Business.” Outcome: The largest source of inbound leads.
  35. What Is Your Content Marketing Mission Statement? Become a (premier?) destination for [target audience] interested in [topics] to help them [customer value].
  36. Steps To Crafting a Content Strategy Discovery Destination + Branding Roles + Resp. Editorial Strategy Distribution Measure + Optimize • Current State • Audience • Objective • Mission • Budget • Branding • Destination • Structure • Partners • Agency • You • Topics • Types • Sources • SEO • Organic • Paid • Owned • Earned • Email • KPIs • Template • Cadence • Optimize
  37. Show me the money!
  38. 3 Components of Content Marketing ROI 1. Cost 2. Utilization 3. Performance
  39. Building the Content Marketing Business Case 1. Reach early stage buyers 2. Engage new buyers with your brand 3. Conversions you would have never reached
  40. Building The Business Case 1. Reach early stage buyers • Fair “Share of Conversation” • % Unbranded Search traffic on your website • Banner effectiveness at driving brand visits • Cost of advertising / search landing pages with low organic and social traffic • Cost of organic and social website traffic vs. paid 2. Engage new buyers with your brand • Time spent, Bounce rate on content vs. advertising landing pages • Cost / Repeat visits, Time engaged with your brand • Subscribers, value per subscriber 3. Conversions you would have never reached • Cost per lead, Pipeline touched, Cost per registration (content or events), Cost per sale • Content % source of leads • ROI vs. Avg. Marketing ROI
  41. Building The Business Case 1. Reach early stage buyers • % Unbranded Search traffic on your website • Banner effectiveness at driving brand visits • Cost of advertising / search landing pages 2. Engage new buyers with your brand • Subscribers, value per subscriber 3. Conversions you would have never reached • Cost per lead, Cost per registration (content or events), Revenue
  42. Destination and Branding 1. On Domain vs. Off? 2. Heavily Branded vs. Lightly Branded?
  43. Even Great Content Needs a Push The average Hollywood movie spends 50-60% of production budget on distribution.
  44. Define Key Measures and Targets Download this template now!
  45. Casper’s Van Winkles • Effortlessly combines national housing news with articles on inspirational interior design, celebrity homes and company updates. • Up to 6 new posts per day • Distribution and large audiences across Facebook, Pinterest, Instagram, Twitter and Google+
  46. Casper’s Van Winkles
  47. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  48. 60-70% of Marketing Content Goes Completely Unused. *Sirius Decisions
  49. Behind every piece of bad content is an executive who asked for it. TWEET THIS!
  50. Conduct A Content Audit • Content Type • Audience / Target • Buyer Stage • Primary Destination • Performance
  51. Reach, Engage and Convert the Right People. Early-stage Searches What? And Why? Middle-stage How? And How Much? Brand Searches Who? Search/SocialVolume What is Content Marketing? Why is content marketing important? (10-3000 X) How Do I Create Great Content (2-10 X) Who’s the best Content Marketing Tech Co.?
  52. What Are We Going to Write About?
  53. Publishers Publish Everyday on Each Topic • Traffic AND Conversion goes up with volume • Diminishing return? (see below) A few times a year 1-2X per month < monthly 1-2X per week 1 per day More than 1 per day
  54. Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Stage Stage Research Keywords, Then Filter By Personas
  55. Utilize the Right Mix of Content Custom Content Share on-brand stories and recipes which are created specifically for your brand. Community Content Leverage content from customers, employees, influencers that grows and engages your community. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.
  56. Content Mix (Monthly Average) Licensed Custom Social Custom Content 20% User / Employee 50% Licensed Content 30%
  57. How To Rank For SEO? The 3 Vs (Content Mix) Volume Number of posts on the topic Value The best answer on the internet Variety Text, images, video, slides
  58. Turn Your Best Text Content Into Visuals
  59. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  60. Brands need to take the phrase ‘acting like a publisher’ literally. ” “ Dietrich Mateschitz Founder + CEO, Red Bull
  61. BufferApp Blog Lesson for Brands: Think bigger than yourself and what you sell. Help people with their biggest problems and you will earn their attention.
  62. CapGemini Content-Loop.com • Licensed content on Linked Sponsored updates • Drives to branded Content Loop • Offers to deeper content • Recommendations to connect with experts Results: ~1M visitors / year + 3K new LinkedIn followers per week + High Quality Leads + Sales / ROI
  63. Maersk • Amazing photos that appeal to their audience • Thousands of likes per post • Massive Brand Engagement, Loyalty
  64. GE: Science Vines Focused on Brand Mission: Delivering Innovation to the world
  65. Wistia Videos • Engaging How To Videos • Strong Call To Action • Content = New Subscribers
  66. 3 Tips For Content That Converts: 1. Stop promoting. Create for real people. 2. Answer your customer questions. 3. Focus on subscriptions and CTA.
  67. Youraudiencewantsstories. Createdjustforthem. Willyougiveittothem? Michael.Brenner@NewsCred.com @BrennerMichael

Notas do Editor

  • The #1 questions we seeing from our customers
  • This is me 20 pounds, I mean 20 years ago, at College Graduation. I went to school to study business but then changed my major to English Lit because I was fascinated by the art of storytelling. I still wanted to follow my career ambitions by working in the business field but felt even then that communications was the key to business success. It’s 1994 and a company named Mosaic changed it’s name to Netscape and released the first web browser. At this time, there were 1,000 connected computers in the early world wide web. In just a few short years, that number went from millions to the billions of connected devices we have today.
  • Fast forward to today. And it’s content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…we have each become our own network hubs.
  • These are my children. The oldest there in the middle is Linkedin, to the left is my other daughter Facebook. To the right is my son Twitter and my youngest is G+. Aren’t they cute. I’m so proud of them. They have literally and drastically changed my world in just a few short years.
  • Ant that can be your brand
  • We’ve all asked the question, why content marketing?

    To set the stage, there’s been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?
  • Not only are we going to give you tips and tricks but also make it very practical
  • Ant that can be your brand
  • Core components the way we need to think. We need to think different.
  • The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.
  • The secret, content marketing is relatively simple. The buyer journey is just a series of question to be answered and we as brands have a role to play. Its simply to answer the customer questions.
  • A more complex view, content marketing explained on a page. What types of different content we consume at different parts of the buyer journey.

    Awareness, we’re wanting to learn, get our questions answered and read thought leadership.

    Consideration, we want more types of content.

    By Preference, there’s less thought leadership and learning, and more about what makes your brand different.
  • As a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we can’t just do that because that’s just charity.

    So the way we balance is make your customers the hero of the story.

    Take your brand out. How do you do that? You solve their problems at every stage of the journey.
  • So we started with research. We looked at the differences in search engine traffic between thought leadership search terms like “Big Data” versus SAP product terms like “HANA.” Not surpirisingly, we found that there were many magnitudes more search queries across nearly every one of our categories. The only exception being in ERP and Business Intelligence, wehere SAP and Business Objects have strong brand affinity for those solutions.
    ----- Meeting Notes (10/13/14 15:01) -----
    This would be a really useful exercise for Content Loop.
  • Then we looked at how much traffic SAP.com received from these non-branded searches. What we found was shocking! 99.9% of our traffic came from branded search terms. Or those prospects who are alreasy very late in the buying process. These are visitors who already know who we are and what we sell. But our portfolio had changed drastically. We needed to reach early-stage buyers in our newer solution categories.
  • Organizationally, content is a complex problem to solve. So we teamed up with the SAP.com team, the SAP Newsroom (Global Communications) and the advertising and branding team who had been spending money every year or so building advertising landing pages that had no organic or social sharing and were discarded as each campaign ended. We built Business Innovation. Our mission was to deliver on the promise of Pull Marketing, to become a destination of business insights for early-stage buyers. We wanted to earn traffic instead of buying it. And for those visitors who came from paid advertising, we wanted to provide a learning experience that was consistent with our brand image. The hope was that they would like and share the content with their connections, thus achieving the benefits of an integrated paid, owned and earned media strategy.
  • Are we gaining traffic from organic and social. Up and to the right.
  • Effective content marketers are 5 times more likely to have a DOCUMENTED content strategy.

  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


  • Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there

  • Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there

  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


  • Is it an on brand or off-brand strategy? Depends on your brand and goals.

    Timeline – totally unbranded. Off-branded domain. Branding that’s almost invisible.

    Monster – you can see its completely in line with their corporate website. Logo, typography, similar structure.

    Pepsi pulse – completely reinvented their website. Seeking to be a destination about anything about pop culture.
  • Tracking over the course of a year.
  • A content audit is important because it helps you understand the level of the content issues you have. Help you determine where you have performance issues.
  • No matter where you are in your content marketing strategy, NewsCred's Strategy Services team can help ensure you're successful.

    Not only do we provide 24/7 global product support, but we also offer daily editorial curation and can help set your long-term strategy with customized consultations, workshops and brainstorms.
  • A lot of people jump to topics. Google trends, competitors, online properties serving needs. Thinking about topics and architecture is an important step.
  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


  • Key words appropriate
  • Finding the right combination of licensed content, original content and social content is key to executing a well-rounded content strategy.

    Licensed content gives you an easy way to access a high-volume of content from credible sources, allowing you to boost publishing cadence.

    Original content gives you the ability to share hyper-targeted stories which resonate with your audience and are optimized for SEO.

    Social content allows you to always stay topical and publish content that is buzzworthy and trending. Co-created content.

    We call this combination The Rule Of Thirds – a starting point. AS you’re publishgin you can optimize.. Diversifying your content strategy allows you to scale in a way
  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


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