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Introducing
b2b content marketing
b2b content marketing
You BOUGHTthe T-shirt
CONTENTMARKETING
You were FULL OF HOPE
and aspiration
PREDICTABLE LEAD FLOW
A BRAND PROFILE EARNED THE HARD WAY - THROUGH TRUST AND AUTHORITY.
TRANSPARENT ROI
Perhaps you discoveredthe small print?
So WHAT HAPPENEDalong the way?
B2B content marketing is Simple: 70% of b2b marketers are creating more content than a year ago*.
But not Easy:Only 21% of b2b marketers are successful at tracking ROI*.
*2015 Content Marketing: Benchmarks, Budgets and Trends: Content Marketing Institute.
WE’VE ALL SEEN THE HEADLINES. Survey after survey…
Q: What’s up?
“Creating engaging content.”
“Producing content consistently.”
“Measuring content effectiveness.”
Behind closed doors, the conversation gets even more interesting.
“I struggle to:”
Keep on top of… • constant ‘game changing’ on search and social. • shiny new tools. What’s actually relevant and effective?
Keep a grip of… • brand and editorial control. • internal stakeholders. Both the apathetic and the overzealous.
Keep it simple… • heavy handed over-engineering. Damn you marketing automation. • complexity. How many personas does the world actually need?
Keep it real… • long term investment in content assets vs visible quick wins. • meaningful ROI reports.
• OK, do we actually have any ‘brand stories’?
Is theCURRENT SOLUTIONpart of the problem?Everyone and their dog is reinventing themselvesto deal with the 2015 content marketing challenge.Current Road to Damascus conversions include:
From To
Search marketing agencies Link builders Brand journalists
PR agencies Media strategists Nitty gritty digital optimisers
Creative agencies It’s the Big Idea It’s the sum of all the parts
Digital agencies Technical whizzkids Creative storytellers
Maybe it’s just time to
STOP
And start again
Introducing
b2b content marketing
b2b content marketing
FONT : GEORGIA
B2B content marketing programmes.
Answers. Not questions.
A 100% focus on the shifting sands of b2b content marketing.
Call it ‘Purposeful Content’.
10,000 Twitter followers! But what can they do for you?
10 blogs a month! But who’s reading them?
A sales team ‘engaging’ on social media! But who with?
“Efforts and courage are not enough without purpose and direction.”John F Kennedy
Purposeful Content = why not what:
STRATEGYAdvisory Board
OPTIMISATIONR&D
FuelIgnition Engine
Programmes built upon simple frameworks:
Ignition Planning
Fuel Content creation
EnginePromotionConversionMeasurement
FuelIgnition Engine
FuelIgnition Engine
FuelIgnition Engine
Persona development
Goals, motivations and challenges. Not just what they like for breakfast. Digging deep to really understand the conversation in the head. To ensure your content reaches in and becomes part of that conversation.
Search, social, media preferences and offer profiling.
Platform review
Review and optimisation. Whether a marketing automation mother ship or an ecosystem of apps things move quickly in the content marketing world so are there’s always a chance there’s something better, faster and cheaper.
Process documentation
Checklists covering off the latest thinking, tools and opportunities.
Editorial calendar
New opportunities and repurposing with purpose.
Editorial guidelines
Ensuring consistency and productivity.
Ignition Engine Fuel A plan for practicality.
Commercial model
ROI reporting that means something.
Ignition Engine FuelDISCOVERY ASSETS
CONVERSION ASSETS
DEMONSTRATION ASSETS
blog • infographic • SlideShare • video
press release • article • podcast
whitepaper • ebook • webinar • guide
toolkit • report
case study • testimonial • use case • calculator
product guide • fact sheet
High value content designed to solve prospect problems and move them along the buying cycle.
Promotion
All the clever stuff. Paid, organic, even old skool DM and getting the sales teams generating leads on social.
Conversion
Test and learn. Where are the marginal gains on headlines and CTA language? What are the latest discoveries around landing page optimisation?
Measurement
To the nth degree. How are your content assets and discovery channels performing? Content marketing can’t escape 80/20 Pareto principles. Granular reporting paints a clear picture of the 20% to focus and build on.
Ignition Engine Fuel
The nitty gritty of marginal gains to improve performance.
AND IT WORKS...Professional services A 125:1 return on marketing investment in ‘quoted revenue’ within a three-month window. Number one Google rank for the industry’s premium keyword.
IT/ telecoms
Global content programme delivering an average of 300 MQLs and 10 SQLs a month on autopilot, following a nine-month investment.
Financial services
From zero inbound lead flow to 50 MQLs a month within nine months.
b2b content marketing
Ready to regain the love with your b2b content marketing in 2015?Learn more about our project services and
programme model today.
Stuart Crow
t: 0161 914 8579 m: 07584 689117 e: [email protected]
CONTENTMARKETING
