Vote: Does the head of your organisation ‘believe’

in content marketing?

Assumption #1: We all want to believe in

content marketing

Social media undoubtedly growing 1 in 10 buyers use blogs to assess potential suppliers 16% identify business needs from online community interaction 43% said use of podcasts, videos and webcasts had increased in last 12 months 75% of blog readers said they were “very influential”

Quality v quantity

We need good content We needs lots of it

Quality v quantity

We need good content We needs lots of it

But there aren’t enough hours in the day for what we’re doing already!

1. Sell more by not selling anything

Recognition of Need

Requirement Specification

Request for Information / Long List

Selection of Short List

Evaluation of Short List

Presentations

Final Selection

Post Purchase / Repeat Purchase

Content marketing more effective

Content marketing less effective

The social web has freed the masses

2. Listen & Learn

Listen & Learn Topics linked with your brand

Opinion of your brand

Guide content Interact directly

Google Alerts Social Mention Ice Rocket Backtype …or a paid solution

3. The Value of Exclusivity

Exclusivity

Better/more comprehensive/detailed

More focused

More topical

More original

4. Get the right format

Text v video v audio

It’s your audience’s preference, not yours

Age Literacy

Geography Mobility Devices

Time

The eBook technique

No columns Use links Use pages instead of paragraphs Vary text size Images

Lots of white space

Quality matters

High-quality writing is “highly influential” on perception of a brand.

Poor-quality writing was the most frequently cited reason for content having less influence.

5. Repurposing

Can you convert into another format?

Audience?

Content?

Technology?

Time?

2010: The Year Of Video

2010: The Year Of Video

53x more likely than text to appear on front page of search results.

2010: The Year Of Video

53x more likely than text to appear on front page of search results.

3% of US companies plan to increase overall marketing spend: 52% will increase spend on video.

2010: The Year Of Video

53x more likely than text to appear on front page of search results.

3% of US companies plan to increase overall marketing spend: 52% will increase spend on video.

In 2008, 28% of technology buyers rated video as “influential collateral”. Last year, it was 50%.

Source: Eccolo, B2B Magazine [US]

Repurposing content

Divide and conquer: split it down

Combined opinion piece

Pick of the Week

Refocus

6. Sourcing and planning

Sourcing & planning

The goose that lays the golden egg. Keep the talent happy.

Sourcing & planning

The goose that lays the golden egg. Keep the talent happy.

Measure and motivate

Sourcing & planning

The goose that lays the golden egg. Keep the talent happy.

Measure and motivate

Get the content habit. A little often; store it up.

Sourcing & planning

The goose that lays the golden egg. Keep the talent happy.

Measure and motivate

Get the content habit. A little often; store it up.

Write a schedule. See gaps and opportunities coming.

7. Attractiveness

Content so good you just have to share it

Content so good you just have to share it

Content so attractive you just have to click it

Which one would you choose?

7 tips, 6 ways, the 10 biggest… Proof of success: how I did it

Are you the kind of person who is influenced by a headline?

You must read this! Break from the norm

Puns, quotes, wordplays

BUT…

Think about context

Restrict length

Don’t forget <H1> tags

And lastly…

Don’t lose the momentum

Don’t lose the momentum

Don’t lose the momentum

IDM Annual B2B Conference www.theidm.com/b2bconference

£50 off – email marketing@theidm.com

Buyersphere Research Report www.baseonegroup.co.uk

@basebot .

Thank you for listening