The 5 Key Elements of a Better B2B Content Marketing Strategy
A Better B2B Marketing Clinic
@Brainrider | @Nolin
Nolin&LeChasseur&is&your&presenter&today.&&&&&He&is&a&founding&partner&at&Brainrider&where&he&specializes&in&customer<focused&thinking,&marke?ng&strategy,&and&marke?ng&technology.&&&
Better Content is…
• Driven by objectives • Customer-focused • Demonstrates subject
matter expertise • Supports your programs • Easy to publish & share • Measurable performance
YOU
ARE
HERE
(Your Customer is here) @Brainrider | @Nolin
Better content !is not about !
you.
Customers Want Content That Helps Them Solve Problems…
@Brainrider | @Nolin
… Aligned To Their Buying Decision
5"
If your customer is asking:
What’s my problem
How do I fix my problem
Are you right for me
They want:
Education & Thought Leadership
Solutions & Product Suitability
Credentials & Decision Support
What to share
with them:
• Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this
• What is the solution & how does it work
• Solution comparisons • Pitfall analysis • Readiness & suitability assessments
• How do I choose a vendor
• Pricing • Bench strength demonstration
• Case studies • ROI/TCO • How to buy • Working with us
@Brainrider | @Nolin
… Aligned With Your Programs
If your customer is asking:
What’s my problem
How do I fix my problem
Are you right for me
They want:
Education & Thought Leadership
Solutions & Product Suitability
Credentials & Decision Support
What to share
with them:
• Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this
• What is the solution & how does it work
• Solution comparisons • Pitfall analysis • Readiness & suitability assessments
• How do I choose a vendor
• Pricing • Bench strength demonstration
• Case studies • ROI/TCO • How to buy • Working with us
Program Objective:
ACQUIRE&PROSPECTS&
NURTURE&PROSPECTS&
DETERMINE&SALES<READINESS&
@Brainrider | @Nolin
How to Build A Content Strategy
! Prioritize measurable objectives
! Articulate the business you’re in using customer terms
! Profile your target customer segments
! Identify content that’s working now
! Develop content aligned with what your customer wants to know
@Brainrider | @Nolin
Prioritize Measurable Objectives
8"
Acquiring"Prospects"
! Identify themselves & give permission for contact
Nurturing"Prospects"
! Recently active, or re-activated
! Engage with your content
! Segment: Tell you what they want to know
! Segment: Tell you more about themselves
Determining"Sales"
Readiness"
! Meet MQL/SAL criteria
! Signal readiness to buy
Genera;ng"Awareness"
! Find you & your expertise
How"many"qualified"customers…"
PROSPECT&
MQL/SAL&
ACTIVE&PROSPECT&
VISITOR&
&&
@Brainrider | @Nolin
We’re In The ____________ Business
9"@Brainrider | @Nolin
Profile your target customer • Who are you talking to?
• Are there specific groups or segments? • Think beyond firmagraphics
Who&are&your&3&best&customers?&Who&is&your&perfect&customer?&
Who&are&the&buyers,&influencers,&stakeholders?&What&key&events&or&ini?a?ves&are&crea?ng&a&need?&
10"@Brainrider | @Nolin
What content is working today?
• What content do you share today? • What is it about? • How do you choose it? • How is it organized and merchandized? • Which assets are most engaging? • What does your audience like about it? • How can it be further leveraged?
11"@Brainrider | @Nolin
Now align with what your customer wants to know
@Brainrider | @Nolin
Identify customer needs & pains
• How to … • How do I … • Do I need more/less … • Should we … • Comparing … • Choosing a …
@Brainrider | @Nolin
How the process might look
14"
Organize by customer needs & pains
How the end result should look
@Brainrider | @Nolin
Resources For Better B2B Marketing
For more helpful B2B Marketing content, visit: @Brainrider
www.linkedin.com/company/brainrider
Resources: brainrider.info
Articles: brainrider.com/blog
Go to Brainrider.com/Nolin
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