The Social Media Way of Life for B2B Experts and Content Marketers

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Content marketing is an essential way we do business within Web 2.0. Replacing spam, advertisement and self-promotion, is useful (entertaining) and high quality content. Companies that embrace a content marketing strategy focus on how to present their existing knowledge in a way that both captivates and helps their target group grow professionally. In this white paper, we give you the essentials to understand the foundation of content marketing and what it means to create strong content. Here, you will find examples of stellar content, tips for content creation, and where to utilize your best stuff. Key elements include: Differentiating B2B and B2C content marketing Establishing expertise Stellar content examples Tips for creating high-quality text Where to publish/push content B2B Rockstars (people who get it right)


<ul><li>1.The Social Media Way of Lifefor B2B Experts and Content MarketersThis White Paper can also be downloaded from: Susanna GebauerJonathan GebauerErin C. Nelson</li></ul><p>2. Chapter 1: What is Content Marketing? Content marketing is as simple as it sounds: provide high quality content for users, partners, followers, consumersand you will increase participation, sales, and loyalty.The objective behind content marketing isexploreB2B is a socialnot to spam potential clients/platform for business-to-collaborators or to bombard them withbusiness communicationpitches and useless brand ideology.where users focus on theContent marketing is the means by whichproduction of content. Onyou provide substance your target groupexploreB2B, high-qualitycan utilize. When executed effectively, ?material is key. Your content,you will gain brand awareness, customerin the form of written articles,acquisition, lead generation, andbecomes the tool by whichcustomer are discovered andrecognized as an expert inEspecially in B2B content marketing,your industry.establishing oneself as an expert -through knowledgeable, creative and The strategies introduced inthoughtful content is the best way to this paper are put to action on Who isassert leadership in an industry, generateexploreB2B.lasting professional connections, enhancecompany exposure and ultimately ( real revenue growth.1.1 What type of content is good business as a reliable source for the typecontent? of knowledge your target group seeks.The beauty (and often challenge) behindYou must educate and entertain thosecontent marketing is that there is noyou wish to come back for moreright content to create. Content shouldinformation (over your competitors),be original and provide value in a way because you have convinced them youthat situates you (and your company) inare a valued expert. Provide useful anda leadership position. Your goal shouldtrustworthy content on consistent andbe to give business afliates and/or relevant topics to establish yourself as aclients within your niche, content that canthought leader and inspire lastinggive them an edge in what they are relationships with those who ultimatelytrying to achieve. Showcase your determine the success of your business.3The Social Media Way of Life for B2B Experts and Content Marketers 3. Chapter 1: What is Content Marketing?1.2 Stellar Content Ideas your understanding of the subject Compile a list of thought leadersThe type of content you are able create is who have motivated you; provide(quite literally) endless, as the nature oflinks to posts they have composedsuccessful content marketing rests in the Review a product, service orability to produce something original. company that relates to your industryStrong content comes in many, diverseforms: text, picture, video, graphic, etc. Recount your biggest failures andHowever, sometimes putting the pen to what you have learned frompaper can be particularly challenging.overcoming such difcultyHere is a compiled list of some of Refurbish former lectures,poignant tips we have encountered alongpresentations, guest conferencethe way: speeches into written pieces that are relevant to current industry Share your success stories in ways developmentsthat help bring light to relevantbusiness topics Stir the pot and give your opinion on a controversial topic Create how-to lists and lessons toestablish yourself as an expert on Design an infographic (and contacta particular topic someone who has the skills to help you communicate your ideas) Invent ways to apply a newperspective to something your Allow guestposts that present anaudience might take for grantedangle you may have never considered; stay selective, but Give your perspective on pressingopenindustry news Inltrate characters/celebrities Detail recent ndings or caseinto your storyline/theme/title tostudies that inuence your spice up an informative piececompany/industry (name recognition) Discuss company news from the Share demonstrations or examplesperspective of someone of how to enhance a specicunexpected (ex. developer, ofce aspect of a companymanager or intern) Provide links recount a description Publish white papers on topics onof tips you have encountered fromrelating to your businessanother thought leader or trusted Concoct a narrative that explainssource; communicate the reasonhow you overcame something thatwhy this information is valuablerelates to your company; this canand give credit to your sourcealso come from an employee, Reuse content, for example - turncustomer, partner, etc.your video into an image; create a Interview someone whose ideasgraphic combining an article andwill inspire your readership; asking picturesintelligent questions will also assert4The Social Media Way of Life for B2B Experts and Content Marketers 4. Chapter 1: What is Content Marketing?Examples of Stellar Content (specic blogby Inside View and presented via Socialarticles, etc.): Media B2B**, effectively educates the B2B audience on Social Media B2B. By I. Social Media Strategist, Britton pairing data with images, the graphicEdwards, wrote the following about how depicts just how inuential social media iscelebrity chefs use social media*. Here, for B2B professionals. Included are factsBritton demonstrates her knowledge ofon which networks are most frequented,related industry news, while using where leads are generated, and howcontemporary and engaging examples todeals can be accelerated. The graphic issite the difculty in attaining what her clean, simple, informative and inspiresclients are looking to achieve. She then the true target audience for Social Mediapresents success stories illustrating ways B2B to return to their site to gainto overcome these issues. Britton doesntvaluable information. They alsospecically state that she has the answers effectively plug a leader in digital designto address the entirety of social media(Inside View), again illustrating B2Bchallenges, but her awareness, analysis, ability.and willingness to present solutions (in anentertaining way) create an environment* her readership is eager to ask formore. *** Animation Mentor * is an online school that teaches professionalII. Technology and Communicationsanimation skill and technique. WhileAdvisor, April Dunford, runs a popular headquarters are based in the Sanand innovative blog that focuses onFrancisco Bay Area, the schoolsproduct marketing for startups. In her educational content reaches youngpost, 6 Skills That Will Get You A Startup animators around the globe. A companyMarketing Job *, she lists in a matter-of- that is entirely based on the inuence offact way the six most necessary skills their content and expertise, Animationrequired for marketing in the startupMentors Youtube Channel** is anworld and how to attain these skills.excellent example of how to organizeDunfords article balances being and present video content. The featurethoughtful and concise, giving her video (among many others) presents themarketing-oriented audience (who are work of their global students, illustratinginterested in the startup scene present on they are indeed experts in teaching howher blog) the key information they need -to acquire the skills exemplied in theand establishing herself an an expert, advisor. ** ** Great content is not limited to article animationmentortext; often times the most useful businesstidbits are represented through visualsand graphs. The Infographic*, created5The Social Media Way of Life for B2B Experts and Content Marketers 5. Chapter 1: What is Content Marketing?1.3 B2B vs B2C Content Marketing An Overview of B2B vs B2C Content Marketing:B2C marketing is often perceived asB2Bmore glamorous than marketing in B2B.B2C focuses on outreach in a way that is Who they target: other professionals,meant to spark immediate interest with a businesses, organizationsconsumer base. The consumers, What they seek: to display expertise,accustomed to an onslaught of material network, make lasting professionalfrom competing B2C companies, inspire relationships, gather information fromattention-worthy marketing tactics in B2C other thought leadersmarketers. Social media, then, appearsto many as a tool used for B2C How content marketing plays a role:organizations to reach and engage this valuable and well-researched contentconsumer audience. Content marketing allows B2B professionals to presenthas thus been included in this analysisthemselves as experts and acquire similarand deemed a necessary component for high-level information from other B2BB2C marketing success. experts in relevant industries; with the exchange of content and recurring desireToday, however, it is regarded as a myth to obtain information from trusted and missed opportunity for B2B professionals strong networkcompanies to ignore the benets of connections are madecontent marketing within social media.While B2B and B2C companies engage How social media reinforces the benetslargely different audiences, both canof CM: strong content deemed valuableexcel by utilizing the same processby other professionals can spreadinvolved in content marketing. throughout multiple social media channels accessing more businessMany B2B organizations working withpartners/collaborators/clients; virilityother professionals have, in fact, already within your industry will establishinltrated social media channels. Theseleadership, exposure, recognition andprofessionals wish to communicate theircompany trust.expertise and utilize information from B2Cother thought leaders that will give thema professional edge. Key elements of B2B Who they target: consumersbusiness interaction already mirror thechief components of content marketing. What they seek: to generate customer participation, sales and brand loyaltyWhile it is true many people within social How content marketing plays a role:networks focus on personal or private meaningful, useful content resonates withcommunication, they are still interested in consumers; reoccurring quality contenthigh-quality information. Within your own establishes a loyal followingnetwork, interests overlap andrecommendations from friends orHow social media reinforces the benetscolleagues are a trusted source forof CM: strong content deemed valuableinformation; this remains in social mediaby consumers has the ability to go viral,for business.reaching more consumers.6The Social Media Way of Life for B2B Experts and Content Marketers 6. Chapter 2: Expertise - Why its importantto establish in B2B One of the more difcult2.1 Why be deemed an expert?questions to ask yourself is, The more useful insight you provide, theWhat kind of contentbetter response you will have from other thought leaders in your industry and your makes sense? target audience. The goal is toTo nd out what content best serves your differentiate, inspire trust, connect,purpose, you must rst decide what you exchange and prot.are trying to achieve. Most often wemarket to expand and create newAs professionals, we strive to work in anbusiness, but "new business" can meanenvironment where employees skills aremany different things. Do you wish toutilized to the best of their ability. Theattain new clients, collaborators, more vital a task to a company, the morepartners, employees, or something else attention is warranted in acquiring theentirely?most qualied and trustworthy people (or company) to get it done. Who is mostThese different goals are important to trustworthy outside an internal network?establish, yet they have one thing inThese people are widely recognized ascommon: you must make people aware experts. This is reason for us to both seekof who you are, communicate the wayand provide veriable expertise both onyou will enhance their lives, and inspireand ofine.them seek what you have to offer. Establishing yourself as an expert hasWhy should people want to work withanother advantage in B2B Social Media:you? The answer to this question isIn the massively impacted socialundoubtedly diverse, but ultimately we networks, you stand apart from thecan agree it is because they trust in your crowd. With over 60% of companiesability to make their lives easier, more involving social media in their businessefcient, protable, and enjoyable.strategy, setting your professional self apart from the crowd becomes evenFirst, they must recognize you as an more important. Being recognized as, or better - the expert in your eld, is what differentiates you from your competitors.7The Social Media Way of Life for B2B Experts and Content Marketers 7. Chapter 2: Expertise2.2 Who is considered an expert? What is the upside to culminating material from your prior expertiseYou might already be showing expertise in (ndings, interviews, demonstrations, content creation, without even knowing it. graphics) and turning it into marketing - Dr. Susanna Gebauer content? You, most likely, have already done a fair amount of content creation, without calling it by its name. If youThe Oxford English dictionary denes an have gone to conferences/business fairs,expert as: A person who has special skill given interviews for local papers,or knowledge in a particular eld; organised an event, recorded advice, orspecialist; authority. To expand this participated in a short radio piece - youdenition, an expert must have relevant are already on your way to producingexperience, background information and a the heart of what it means tolearned familiarity with complex theories incorporate content marketing into yourand/ or processes. An expert can business strategy.demonstrate - and explain in laymansterms - why something occurs, addressunanswered questions and present solutionsto problems arising in their area ofexpertise.True experts have the ability to take theknowledge they have and apply it tosituations that remain debated or unsolved.As the beneciaries of experts, we expectthem to have strong reputations, comehighly recommended (ideally, from peoplewe trust), express innovative ways ofthinking, and the ability to handlechallenging obstacles. When striving torepresent yourself as an expert, these keyqualities must be apparent. 2.3 How does content marketingpromote expertise?Content marketing allows you (the expert)the ability to present material thatestablishes you as a thought leader. The listfor what can be considered contentmarketing material is vast, though theconcept basic: share content that positionsyou as an expert in your eld. Yourknowledge should appear extensive toestablish yourself as a trustworthy source.8The Social Media Way of Life for B2B Experts and Content Marketers 8. Chapter 3: TheDifference BetweenOnline and Ofine ExpertiseThe difference between online and ofineAs content should bedirected at yourexperti...</p>