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High-Stakes Content Marketing
#HITMC 2015
Sovita ChanderVP Strategy
lesaint.ca/healthcare
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My content marketing story
Source: http://fawkes-winchester.deviantart.com/art/No-money-no-problem-208313211
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The content explosion
• Content marketing: table stakes• 70% of B2B marketers released more content in
2014 than 2013*• Harder and harder to get your buyers’ attention:
4 million Google searches per MINUTE
*Read more here: http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/
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Thought leadership…
Just another marketing cliché?
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Done right, thought leadership…
…cuts through the noise and ignites your message.
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5 key steps1. Choose a topic
2. Engage a writer
3. Create core & CTA content
4. Publish and promote
5. Track and measure
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Choosing a topic
• Start with buyers• Does it resonate?• Address pain points – and aspirations
It’s not about your product. It’s about your buyer.
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Engaging a writer
• Do they understand how to educate, not sell?• Can they tell stories? Show some personality?• Check out… http
://www.sovitachander.com/stephanie-tilton-content-marketing-interview/
for a writer who gets it
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Creating the content
• Base content: blog, article, ebook.…• Just make it a series, not a one-off thing. • The real key: your download goodies. Are they
making a difference?
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Publish and promote
• Sell your content (not your product). “Why should I spend time reading this, when so many other things are calling my name?”• Pay attention to the details:• Meta description, title – the snippet that shows up in
Google, LinkedIn, etc
• Plan your promo strategy – and set a budget
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Track and measure
• Must do: content marketing dashboard in Google (ask me – [email protected])• Tie it back to your CRM• The buyer’s journey is complex. Thought leadership
will be one of the first touchpoints.
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Lead generation: campaign architecture
Core content
Gating for lead gen
CTA/bonus content Opt-in and
email nurturing
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You need the right ingredients
Leadership & culture buy-in, a real value proposition, burning issue
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Final thoughts: scaling thought leadership
Claudia Russell, Alaris, and the Center for Medication Safety
“Don’t try to make the wave. Find the wave and ride it.”
