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A to Z: Planning Your 
Content Library 
Ruth P. Stevens 
ruth@ruthstevens.com 
@RuthPStevens 
#CMWorld
#CMWorld 
B2B content marketing is 
big, and getting bigger 
2 
93% of B2B marketers use content 
marketing today. 
--CMI/...
#CMWorld 
But we have problems…. 
3 Source: http://adage.com/article/btob/marketers-struggling-content-marketing-results/2...
#CMWorld 
What are we missing? 
4 CMI/MarketingProfs/BrightCove study
#CMWorld 
“Marketers will no longer be able to push empty 
messages, because they will simply be ignored. 
“The only hope ...
How to plan your content library: 
#CMWorld 
In two steps 
1. Examine your 
customer’s buying 
process. 
2. Create a conte...
Step 1: Identify your customer’s 
#CMWorld 
buying process stages 
Typical large-enterprise buying process stages 
7 
Iden...
#CMWorld 
Next, identify the buying roles, 
and their objectives 
Specifiers How is this thing better than the 
competitio...
#CMWorld 
Other useful variables to add 
into the mix 
• Industry 
• Company size 
• Your objective at 
each stage 
• The ...
#CMWorld 
Step 2:Identify the content you 
have on hand, and fill gaps 
• Archived webinars 
• Articles 
• Blog entries 
•...
Categorize and sort your content assets 
#CMWorld 
• Medium/format, e.g., white 
paper, video, infographic 
• Objective, e...
Other useful columns for your audit 
#CMWorld 
• Owner. Who created 
or manages the asset? 
• Freshness indicator, 
like “...
13 #CMWorld 
Content inventory 
Title/name Author I.D. Medium Objective Application 
Market 
segment Buying process stage ...
14 #CMWorld
#CMWorld 
Organizing content by 
buying stage and role 
Stage in the specifier’s buying process 
Early Middle Late 
Specif...
Tip: Design content for repurposing 
#CMWorld 
• Pull 5-10 tweets out of each asset. 
• Convert blog posts to articles or ...
Tip: Balance effectiveness vs. difficulty 
#CMWorld 
17
#CMWorld 
Thank you 
ruth@ruthstevens.com 
@RuthPStevens 
Visit 
MaximizingLeadGeneration.com 
for a free sample chapter.
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Planning Your Content Library: A 2-Step Process for B2B Marketers

Only 14% of B2B marketers say their content marketing is delivering good business value. Not good. In this session delivered at the Content Marketing World conference, learn a 2-step process for planning a content library that makes sense for your market. The session begins with the 4 major applications of content marketing in B2B. The process starts with an analysis of your prospects' buying process, and who is involved in the buying circle, by job title and buying role. Then, perform a content audit, organizing your existing content in a spreadsheet by such categories as format, marketing objective, market segment, buying process stage, and other key variables. Finally, identify the gaps, and prioritize which new content assets to develop first.

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Planning Your Content Library: A 2-Step Process for B2B Marketers

  1. 1. A to Z: Planning Your Content Library Ruth P. Stevens ruth@ruthstevens.com @RuthPStevens #CMWorld
  2. 2. #CMWorld B2B content marketing is big, and getting bigger 2 93% of B2B marketers use content marketing today. --CMI/MarketingProfs study 2014 75% expect increased content-marketing CMI/MarketingProfs/BrightCove study Oct. 2013 budgets in 2014. AdAge Top B2B applications • Thought leadership • Lead generation offers • Search engine rankings • Lead nurturing touches
  3. 3. #CMWorld But we have problems…. 3 Source: http://adage.com/article/btob/marketers-struggling-content-marketing-results/294138/
  4. 4. #CMWorld What are we missing? 4 CMI/MarketingProfs/BrightCove study
  5. 5. #CMWorld “Marketers will no longer be able to push empty messages, because they will simply be ignored. “The only hope for marketing is to become a valued source of advice. “That doesn't mean publishing more promotional white papers. “It means listening to the market and helping customers make wiser decisions, even if that means recommending someone else's product.” --Paul Gillin, B@B columnist, www.paulgillin.com, 5www.paulgillin.com
  6. 6. How to plan your content library: #CMWorld In two steps 1. Examine your customer’s buying process. 2. Create a content audit: Assess your existing content, and fill in the gaps. 6
  7. 7. Step 1: Identify your customer’s #CMWorld buying process stages Typical large-enterprise buying process stages 7 Identify need Research solutions Develop short list Request proposals/quotes Review proposals/quotes Negotiate Select vendor Install and use Upgrade
  8. 8. #CMWorld Next, identify the buying roles, and their objectives Specifiers How is this thing better than the competition? Influencers Make my job easier Users Easy to install and use Decision makers Bottom line results Gatekeepers Protect the executive Purchasing agents Save money Job roles involved Finance VP IT manager CEO Engineer Plant manager Purchasing agent 8
  9. 9. #CMWorld Other useful variables to add into the mix • Industry • Company size • Your objective at each stage • The media they use to consume content 9
  10. 10. #CMWorld Step 2:Identify the content you have on hand, and fill gaps • Archived webinars • Articles • Blog entries • Case studies • Data sheets • eBooks • Executive interviews • Infographics 10 • Newsletters • Presentations • Press releases • Podcasts • Research reports • Tweets • Videos • White papers
  11. 11. Categorize and sort your content assets #CMWorld • Medium/format, e.g., white paper, video, infographic • Objective, e.g., how-to, use case, testimonial, comparison • Application, like lead generation, lead nurturing, thought leadership, awareness, retention • Market segment it is targeted to, like large enterprise or SMB 11 • Customer’s buying process stage, like awareness, needs identification, solution identification, vendor selection, purchase, usage • Industry target, if applicable • Target job function (IT, marketing, manufacturing) • Target job role, like decision-maker, technical buyer, end-user
  12. 12. Other useful columns for your audit #CMWorld • Owner. Who created or manages the asset? • Freshness indicator, like “ready,” or “needs updating” • Date when produced or last refreshed 12 • Length, is it short (blog post, Tweet) or long (white paper, research report) • The URL where the item is housed • Distribution channel • Notes and comments
  13. 13. 13 #CMWorld Content inventory Title/name Author I.D. Medium Objective Application Market segment Buying process stage Industry (if any) Target job function (if any) Date of last update Freshness indicator Owner Comments BT 2020: IT's Future in the Empowered Era Forrester pdf research report thought leadership, awareness, lead generation, retention LE awareness, need identification IT, exec 1/7/2011ready Joely 1-year rights to distribute expire April 2012 SF Giants -- Box, the File Sharing Slugger for the World Champion Giants pdf case study lead generation, lead nurturing MID solution identification, vendor selection entertainment ready San Diego Zoo --Before Box, File Sharing at The San Diego Zoo was a Bit Wild pdf case study lead generation, lead nurturing MID solution identification, vendor selection institutional ready Six Flags --For Six Flags, Managing Content with Email was Anything But Entertaining pdf case study lead generation, lead nurturing MID solution identification, vendor selection entertainment ready Leading Entertainment Brand pdf case study lead generation, lead nurturing MID solution identification, vendor selection entertainment needs editing Doesn't this need a more benefit oriented title? 9th Floor Radio pdf case study lead generation, lead nurturing MID solution identification, vendor selection media needs editing Suggest new title Six Flags --Customer Success Story video testimonial lead generation, lead nurturing MID solution identification, vendor selection entertainment marketing ready Pandora--Customer Success Story video testimonial lead generation, lead nurturing MID solution identification, vendor selection ready Empowering Your Mobile Worker pdf white paper lead generation, lead nurturing LE solution identification, vendor selection ready iPad app comparison doc comparison lead nurturing LE, MID, Cons vendor selection needs editing Suggest formatting Corporate Environments -- For This Cutting-Edge Office Designer, Email Just Didn't Cut It pdf case study lead generation, lead nurturing MID solution identification, vendor selection professional services needs editing Edit color font Balfour Beatty -- Hotels to Hospitals, Box Gives Balfour Beatty Construction… a Firm Foundation pdf case study lead generation, lead nurturing MID solution identification, vendor selection construction IT, Finance ready EllisDon pdf case study lead generation, lead nurturing MID solution identification, vendor selection construction needs editing Suggest new title HelioPower -- For This Solar Power Leader, Box Was the Smartest Choice Under the Sun pdf case study lead generation, lead nurturing MID solution identification, vendor selection energy ready Cardinal Capital Management pdf case study lead generation, lead nurturing MID solution identification, vendor selection financial services Finance needs editing Suggest new title
  14. 14. 14 #CMWorld
  15. 15. #CMWorld Organizing content by buying stage and role Stage in the specifier’s buying process Early Middle Late Specifier needs Education Specialized information Answers Type of content  Online demo  White paper  Case study  Webinar  Seminar  Live demo  Technical white paper  Technical comparison  Case study  Price comparison  How-to video 15
  16. 16. Tip: Design content for repurposing #CMWorld • Pull 5-10 tweets out of each asset. • Convert blog posts to articles or stand-alone documents. • Create webinars from your eBooks or white papers. • Convert videos into podcasts. • Film and edit video footage for multiple formats. • Plan product shots for many angles. • Look for the infographic opportunity (try Piktochart, or Tableau Software). 16 For more ideas, see “How to Produce 269 Content Assets From a Single eBook” [Eloqua blog].
  17. 17. Tip: Balance effectiveness vs. difficulty #CMWorld 17
  18. 18. #CMWorld Thank you ruth@ruthstevens.com @RuthPStevens Visit MaximizingLeadGeneration.com for a free sample chapter.

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