Festival of marketing content marketing b2 b_giuseppe caltabiano v2

Confidential Property of Schneider Electric

Content Marketing Strategy for B2B Businesses: A Guide in 10 Easy Steps Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric

Festival of Marketing, London

What is a story?

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‘Story’, from latin Historia: recital of true events; narrative of fictitious events meant to entertain

When is a story effective?

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When told well and succeeds in convincing you of its point

When we feel fulfilled andit becomes OUR experience

Page 5Confidential Property of Schneider Electric |

“Marketing is no longer about the stuff that you make, but about the stories you tell” – Seth Godin

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The first Banner Ad (1994)Content Marketing Strategy for B2B: a guide in 10 steps


44% CTR

Today the average is 0.04%


Content Marketing is the process of developing & sharing relevant, valuable and engaging content to target audience

with the goal of acquiring new customers or increasing business for existing customers.

You get what you give

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“It’s the brand that gives away the most useful information that wins.”- Andy Crestodina, Orbit Media

B2B = still Boring to Boring?Content Marketing Strategy for B2B: a guide in 10 steps

• Historically B2B required a more rational approach

• New technologies and new channels (social media) are changing the way B2B companies approach clients

• Content Marketing discipline is facilitating a visible convergence between B2B and B2C

• Content Marketing has been adopted by B2B companies at faster speed than B2C


Starting a Content Marketing Journey

My Content Marketing spiritual guides…Content Marketing Strategy for B2B: a guide in 10 steps


Jason Miller, LinkedIn Joe Pulizzi, CMI Pam Didner

My Social Media spiritual guides…


Asia (11 yrs) Maya (8 yrs)


(B2B) Content Marketing Strategy in 10 Steps


1. The case for change

Define the case for change and gain organizational buy-inContent Marketing strategy in a large B2B enterprise

• Make sure all stakeholders understand the case for

change:

• Increase Marketing Opportunities• Simplify the content creation and management process;

redefine content production ecosystem • Integrate Content, PR, Social Media

– The most innovative companies have merged social, content and PR

• Improve geographical distribution and amplification



2. Content Marketing Business Plan & Mission

3. Alignment with Company’s brand

The destination for Data Center Professional.

We want to provide relevant content to help simplify the process of assessing,

planning, designing, building and operating data centers.

Business Alignment, Mission Statement


• Content Marketing is part of a wider Marketing Plan and has to be aligned with Business priorities and company’s brand strategy

• Content Marketing wants its own mission statement

Insights, Inspiration and Connections to grow your business.

Content Loop is a brand content partnership, developed by Capgemini and

Linkedin providing the latest news and insights to help business and IT decision

makers stay up to date with the latest news.

AMEX

SCHNEIDER ELECTRIC DATA CENTERCAPGEMINI CONTENTLOOP

Your Content Strategy has to be documented


4. Editorial Process

From Content Chaos to Content StrategyContent Marketing Strategy for B2B: a guide in 10 steps


Content Marketing Strategy for B2B: a guide in 10 steps

ONE Content Editorial Board is the place where all things happen.

The editorial board manage planning, production and distribution of all contents through all channels.

Define Content Marketing Roles and Functions

• Content Marketer/Editor. Strategizes, writes, and oversees content projects to ensure brand consistency and alignment with business objectives.

• Channel Managers. Distributes content across social channels, engages online communities, and contributes to content projects.

• Analytics. Defines best/ worst performers, conversion optimization and measurement communications


• Designer. Brings content to life through the user experience and rich visuals.

• Contributors. Any content creator - blogger, photographer, designer - who contributes to your project.

• SEO/Paid Specialist. Manages the paid distribution of content online.

Involving major stakeholders and SMEs is a critical winContent Marketing Strategy for B2B: a guide in 10 steps

• You need to put in place a “content production ecosystem”

• An internal content factory is a competitive advantage

• A good balance between internal and external content creator


Inside our Content Factory: the “Data Center Science Center”


5. Define audience, personas, buyer journey


Persona Definition is the foundation of Content Marketing

Persona typesContent Marketing Strategy for B2B: a guide in 10 steps


IT Professional

C-level Colocation

DC Professional

Plant / Facility Mgr

IT Reseller

Confidential Property of Schneider Electric | Page 25

Persona, Buyer Journey and Content Mapping are the core of our Campaign & Content strategy

IT Professional

C-level Colo

DC Professional

Plant / Facility Mgr

IT Reseller

PurchaseAwareness Consideration

ChecklistseGuideseBooks

White PapersEditorial ContentAnalyst Reports

Bog PostsVideos

CatalogsWebinars

Case StudiesWhite Papers

SamplesProduct Spec Sheets

Free TrialsDemos

ConsultationsEstimates

QuotedCoupons

SE Blog

APC.com

SE.com

APC Blog

Persona profiling

Buyer Journey and Content Mapping

Content Hubs

PurchaseAwareness

Early stage Late stage

4 amazing examples of Content Mktg

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Content Loop, Cap Gemini Txchnologist, GE

StarWars microsite, LEGODestinations, Lonely Planet

Blog is at the core of our Content Marketing strategyContent Marketing Strategy for B2B: a guide in 10 steps

• WordPress

• Our most successful content hub since 2011

• Average blog generates +4,000 views and +150 shares per post (LI, Twitter, FB)

• IT Division Data Center blog count as +50% of overall traffic and content (22 active int and ext bloggers)



6. Content distribution & amplification


The YAY-BOO! Scale Content Dist Channels and Social MediaContent Marketing Strategy for B2B: a guide in 10 steps

YAY!

BOO!

(B2B version)

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“Content Strategy comes first. Social Media and Channel Strategy will follow.”

- me


“It’s not the best content that win: its the best promoted content”

- Andy Crestodina, Orbit Media


POEM: Paid drives to Owned which drives to Earned MediaContent Marketing Strategy for B2B: a guide in 10 steps


8. Big Rocks and Turkey Slices (“The Content Marketing Power Law)

Two Content Marketing analogies: Big Rocks and Turkey SlicesContent Marketing Strategy for B2B: a guide in 10 steps

Big Rocks• “Big Rock” is Highly Valuable Content. It is a

substantial piece of content based on the idea of becoming the definitive guide to a conversation that we want to own

“Thanksgiving analogy” and Turkey Slices• The idea is to look for opportunities to repurpose

content that you already have (as you’re repurposing thanksgiving food for some time…)


Content Distribution & Amplification

Content

The Content Marketing “Power Law”Content Marketing Strategy for B2B: a guide in 10 steps


Uni

que

Pag

e V

iew

s

Pages

• More content doesn’t get more results

• Top 10% of your posts are your “big rocks”

• The concept of the “Atomization” of content

• If your content calendar is holding you to production goals, you’re doing it wrong.

The top 10% of posts (content) got more pageviews than the next 90% combined

Examples of “Big Rock” content

Content Marketing FrameworkContent Marketing Strategy for B2B: a guide in 10 steps

Blog Traffic

TWITTER SHARES FACEBOOK SHARESLINKEDIN SHARES

(Even More) Blog Traffic

Ppt on Slide Share Customer Testimonial Webinar “Meet the Expert”

video

GATED CONTENT(WPs, E-BOOKS, ETC.)

MARKETING OPPS $

eNEWSLETTER + PAID MEDIA

Earned Media

SEO

/ K

EYW

OR

D S

TRAT

EGY

Paid Media

Owned Media

Owned Media

“Big Rock” content


Content Marketing is NOT a CampaignA Campaign is a structured set of Programs enabled by Content

How to understand that you are doing things right…


When conversations like:

will be replaced by:

“I’m missing a few assets and then I’ll launch our next campaign”

“I’m missing a couple of turkey slices and then I’ll launch the next big rock”


9. Metrics

Page views


Content dashboard – Summary

Content contribution to pipeline for e-DM and non-paid Social

Traffic

Content Marketing Strategy for B2B: a guide in 10 steps

Unique Visitors

Backlinks

Sources of traffic

Engagement

Bounce rate

New vs. Returning visitors

Time spent on site

Shares by content type

Conversions

Opt-in rates

Click through rate

Number of leads

ROI

Listening

Share of Conversations (SoC)

Customer Sentiment

Branded Search

After one year our engagement/conversion figures are growing

20152016

29.22%Sessions

29.22%Users

17.39%Pageviews

1.00%New Sessions

Source: Google Analytics – Time period Jan 1- Sept 17, 2016 compared with same period in 2015

“Data Center” is the single largest page view category on the site representing 20% of all pageviews

Results are encouraging! Content Marketing Strategy for B2B: a guide in 10 steps

6% Average Conversion Rate


6%6x • 6x higher (average) than the traditional campaign

• 1% average response rate with WP downloads• Average response rate is 0.3/0.5% for DM and less

than 0.3% for adverts

2 2 Countries piloting Big Rocks: India and the UK


10. Pilots


Content marketing success takes time. Set up a pilot program as a test, and then, if it’s successful, roll ahead with the series


1. The case for change

2. Content Marketing Business Plan & Mission

3. Alignment with Company’s brand

4. Editorial Process

5. Define personas and buyer journey

6. Content distribution & amplification

8. Big Rocks and Turkey Slices

9. Metrics

10. Pilots

All in One PageContent Marketing Strategy for B2B: a guide in 10 steps

Build a case for change, document your strategy and align your content marketing strategy to business plan & company’s brand message; define your audience and learn about your customers’ buyer journey; secure proper distribution & amplification and identify the best performing content to optimize your results. Repurpose and refresh existing content. Always measure results. Set up a pilot program as a test, and then, if it’s successful, roll ahead with the series.


“

”

And this is just the beginning…

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