7 steps to plan b2b content marketing...
TRANSCRIPT
Why Do I Want a Content Marketing Strategy?Content marketing can be used to solve several business challenges, including, but not limited to, engagement, demand generation, lead generation and nurturing.
Who is My Ideal Audience?Use audience persona to identify your ideal audience. Some unique features of B2B audiencepersona are �rmography (industry, revenue size, etc.) and behavioural and geographical data.
Lead Generation Sales
85% 84%
Lead Nurturing
ORGANIZATIONALGOALS FOR B2BCONTENT MARKETING
PERCENTAGE OF B2B MARKETERSWHO HAVE A CONTENT MARKETINGSTRATEGY
78%
Brand Awareness
77%Engagement Customer Retention / Loyalty
76% 74%
Customer Evangelism /Creating Brand Advocates
61%Up sell / Cross-sell
58%
Linkedln Twitter
66% 55%
YouTube
EFFECTIVE RATINGSFOR B2B SOCIAL MEDIAPLATFORMS
CONTENT FOCUS
51%
SlideShare
41%
FacebookInstagram
30% 22%
20%
13%
1.
2.
Which Platform is Best For Me?Your content publication platform should be your own blog (the hub). Use appropriate social media channels (the spokes) to engage with your audience.
3.
What Should My Content Convey?What type of topics should you cover? Use keyword research tools from Google, Buzzsumo, websites like Quora, and actual interviews to discover your audience’s interests.
4.
Where are the Content Gaps?A content audit can map your existing content to your medium, persona, and buying stage to identify content gaps, and what content you can repurpose. Ensure content consistency and accuracy. 5.
How Can I Distribute Content?The visibility of content pieces on the internet is crucial. Without proper distribution or syndication, content--no matter how great--has little value.
6.
How Do I Know I’m Effective?Monitor, measure, and optimize your content marketing performance and strategy periodically.
7.
Not Documented
58% Documented
32%
Find out where your targetaudience’s watering
holes are: Where they get together and share ideas
e.g. LinkedIn, Twitter
Create and prioritizeyour audience
personas
Undertake a content audit
Producecontent
“Don’t build yourcontent house
on rented land.”
Identify audiencemedia consumption
patterns
Hub-and-Spoke model:Own the content,
syndicate indi�erent channels
STEPS TO PLANB2B CONTENTMARKETING STRATEGY
Prioritise goalsand set KPIs
What your audiencewant to hear
YOUR CONTENT FOCUS SHOULD BE THE CONFLUENCEOF WHAT YOUR AUDIENCE WANTS TO HEAR, WHAT
YOU WANT TO SAY, AND WHAT’S UNIQUEABOUT YOUR STORY.
What’s uniqueabout your story
What youwant to say
Create aneditorial calendar
TOFU
MOFU
BOFU
Search EngineMarketing (SEM)
Promoted Post(e.g. Promoted Tweets)
55% 48%
ContentDiscovery Tools
EFFECTIVENESS RATINGSFOR B2B PAID ADVERTISINGMETHODS
45%
Social Ads(e.g. Linkedln ads)
Native Advertising (long-formpaid content placement
on external sites)
45%Print or Other
Offline Promotion
40% 31%
Traditional OnlineBanner Ads
29%
OrganicSyndication
Monitor and measureyour content marketing
performance againstKPIs de�ned originally
Optimise your contentto align with yourcontent marketingmission statement
SalesLead Quality
SalesOther
HigherConversion Rates
SEO Ranking/Subscriber Growth
SalesLead Quantity
Brand Lift
WebsiteTra�c
Source: 2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
THE MOST IMPORTANT METRICSB2B CONTENT MARKETERS USE
PaidSyndication
SEO optimization
31%5%
6%
9%3%
13% 23%
7%
Zero down on‘Why Content Marketing’
and get buy-in fromall stakeholders
+
GETIT COMMSShared under a Creative CommonsAttribution-NonCommercial-ShareAlike License
Awareness
Interested
Named
Prospect
Lead
Opportunity
Sales
Customer Lifecycle – Content Matrix Channel - Content Matrix
Persona - Content Matrix
Document thecontent marketingmission statement
content marketing
CreateContent
CurateContent
RepurposeContent
A PROPER CONTENT AUDIT ENABLES BUSINESSESTO TARGET SPECIFIC BUYER PERSONAS ALONGTHE DIFFERENT STAGES OF A BUYING CYCLE.