10 ways european b2b companies are winning with content
Post on 21-Oct-2014
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DESCRIPTION
The slides from my BrightTalk Summit webinar in August 2014 where I looked at ten current examples of b2b companies doing brilliant things in the area of content marketing in Europe. Case studies include Flowcrete, Thermo Fisher, PPG, Dow Chemical, Atlas Copco, Mobil, Bosch and Trelleborg.TRANSCRIPT
Trading in Expertise
Ten ways European b2b brands are #winning with content
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Content marketing is about being helpful
Tip: Rethink
how you push
material out to
customers and
start to consider
it from their
perspective
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Content is a big deal in b2b
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Source http://contentm
arketinginstitute.com/w
p-content/uploads/2013/03/UK
_Research_C
MI_2013_F
inal-3.pdf
Content is a big deal in b2b
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Source http://contentm
arketinginstitute.com/w
p-content/uploads/2013/03/UK
_Research_C
MI_2013_F
inal-3.pdf
Content is a big deal in b2b
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Source http://contentm
arketinginstitute.com/w
p-content/uploads/2013/03/UK
_Research_C
MI_2013_F
inal-3.pdf
Winning with content marketing
1. Winning with websites
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
http://www.tss.trelleborg.com/global/en/homepage/homepage.html
Content rich
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Tip: Integrate
all off site platforms with
your website to
ensure your
content works
in harmony
2. Winning with apps
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Tip: What simple tasks
could you create tailored
apps for?
Fit for purpose industrial apps
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
3. Winning with blogging
Tip: Package
up your expertise into
skimmable
highly optimised content
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
http://blog.flowcrete.com/
4. Moving to thought leadership
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
What works on a b2b blog?
1. Solve an industry problem
2. Provide data and commentary on a trend
3. Comment on breaking industry news
4. Take a provocative stance
5. Provide an industry resource list
6. Repurpose existing material
7. Write a round up on your industry
8. Write up an event
9. Provide a customer case study
10. Offer guest blogging opportunities
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
5. Winning with images
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Image based campaigns
Tip: Using photos is a
great way to
create engagement
irrespective of
the platform
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
6. Winning with video
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Specific, relevant, usable
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Tip: Build video
content and
tutorials around
known issues
and challenges
7. Winning with whitepapers
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
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Useful and usable whitepapers
Tip: Keep them
light. Promote
them in a variety of places – not
just your website
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
8. Winning with case studies
Tip: Think about the composition of
case studies to
ensure they
are relevant
and easily found
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Winning with case studies
Tip: Tell a story
about a problem and
how your expertise helped solve
the problem
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
9. Winning with newsletters
Tip: Newsletters
come in many
formats and
should contain
information
customers
want to read
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
10. Winning with social media
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Tip: Be consistent in
what you talk
about and want
to seek engagement
on
Unconventional posts
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Going further
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
More great b2b content
1. Go tell anyone who’ll listen about this webinar – it will be on demand by the time you do!
2. Buy v1 of Brilliant B2B Digital Marketing from Amazon
3. Head to Smart Insights Expert members and access the book for free (and hundres of other guides and resources).
4. Request a free copy strictly for review purposes. Twitter works best for speed.
5. Look me up on Linkedin, connect and talk to me one-to-one about your content marketing challenges
6. Start receiving my Marketing Assassin blog and event updates.
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
More b2b content coming soon
BDB is launching it’s all new B2B marketing BrightTalk channel on 4th September, 2014
We hope you can join us!
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14
Thank you
@renepower @bdbmarketing www.bdb.co.uk #b2bcontent 13 Aug ‘14