case study on shareable content and social media for B2B - 1200% return on marketing investment

1. Content Marketing for Leads, Revenue & Fame Jennifer Evans & Ross Nepean

2. 1. Overview and intros 2. Content power! 3. The secret sauce. 4. How do we do this? 5. TAB case study. 6. Conclusion & queries

3. Hello, I’m Ross.

4. Hi, I’m Jen.

5. What is content marketing?

7. The TAB & Sequentia story

8. The power of content

9. The power of shared content

10. The power of strategic , value-added content

11. ROI Focused marketing priorities

12. Social media development/integration Developing emerging or Web 2.0 content Identifying new audiences and quality lists Retention marketing plan/tactics Marketing analysis Mapping content to sales funnel Developing traditional content Source: MarketingSherpa and Babcock & Jenkins. Year-end Surveys, January 2009 Methodology: Surveys of 247 B2B Marketing Organizations with over $250MM in revenues. Priority Level >>> Resource/Expertise Challenge >>>

13. Review: TAB in 2005

15. What Sequentia did:

18. The Law of Content Attraction

19. Search Get intimate with customer pains Plan and develop valuable content that targets those pains Deploy as shareable content in multiple media Listen, analyze and adjust Search Website & SM Sponsorship marketing Sales collateral CRM

20. Turning expertise& knowledge into relevant content

21. How do we do this without blowing the budget?

22. Step 1: Are you using the data you have?

23. What do content trends on your site, in your email programs, in your search programs, reveal about customer needs?

24. Step 2: Plan the content around key factors

26. 3. Develop a long term editorial calendar, review 1/Q

27. 4. Use a multi-platform approach

29. 5.Measure, learn, iterate.

30. The Formula Customer needs Organizational opportunities and needs Planning Platforms + + +

31. TAB case study

33. Best Practices

34. Shareable content formats

35. Email Best Practices

36. Proprietary Branded content takes on a life beyond the website

37. Long Tail content results

38. Content Engagement 37 % 18 % 13 % 32 %

39. Traffic Source

41. Lightbulb Moments:

44. www.sequentiaenvironics.com