5 steps to developing a b2b content marketing strategy for sme's
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Content
Marketing for
B2B SME’s Philip McGuin
Head of Insight and Consultancy
@Stickyeyes
#Contentmarketingwebinar
27 August 2014
A 5 Step Process
TODAY’S PRESENTATIONKEY OBJECTIVES
UNDERSTANDING OF KEY CHALLENGES
DEPLOYMENT FRAMEWORK
PRACTICAL & COST EFFECTIVE GUIDANCE
5 STEP FRAMEWORKKEY COMPONENTS
Content Marketing Framework
Context
Connection
CategorisationGrafting
Conversion
CONTENT MARKETINGDEFINITION
“Content marketing is the process of developing and sharing relevant, valuable, and engaging content to a targeted audience with the goal of acquiring new customers or increasing business from existing customers.”
Put simply…..
Content is the life blood of the marketing & buying process
PRACTICAL CHALLENGESTYPICAL BARRIERS
Level of marketing within the business
Limited resource & budget
Limited skills & expertise
Understanding the role of content marketing!
MATURITY MODEL KEY PHASES
Novice
Weak buy-in
Siloed/Ad hoc
Reactive
Ad Hoc Resource
Practitioner
Emerging Processes
Experimental
Reactive
Dedicated Resource
Intermediate
Process & Outputs
Calls to Action
Dedicated Team
Measurement
Advanced
Optimisation
Business Aligned
Cross Channel
Cross Functional
Be realistic with where you are & build over time
STEP 1: CONTEXT KEY QUESTIONS
WHAT IS THE STATE OF THE UNION?
WHAT IS IT GOING TO SUPPORT& WHY?
WHAT GAPS / ISSUES IS IT GOING TO FIX?
GAP ANALYSISKEY AREAS
CONTENTMAPPING /
MATRIX
BUYING CYCLE
CONTENT PERSONAS
KEY COMPONENTS: Help you understand how
your audience consume content at different stage of
buying
SETTING CONTENT INTO CONTEXTMAKING IT BUSINESS RELEVANT
Sale
s an
d M
arke
tin
g
Awareness StageBlogs, Social Media, eBooks, Webinars, Industry Reports
Consideration Stage Case Studies, Demos, Customer Testimonials
Decision Stage Analyst Reports, Details Product Information
Buying Stages Types of Content
BUILDING PERSONAS KEY ATTRIBUTES
Competitor
Benchmarking
Priority Needs
Success Measures
Purchase Barriers
Buying Process
Decision Criteria
STEP 2: CONNECTIONKEY QUESTIONS
HOW TO INTEGRATE INTO EXISTING MARKETING ACTIVATES?
HOW TO INTEGRATE INTO EXISTING OPERATIONAL STRUCTURES?
WHAT DO CONTENT DO WE HAVE & WHAT CONTENT DO WE NEED TO CREATE?
CONNECTING CONTENTBUSINESS RELEVANT
BUYING CYCLE
AUDIENCE
MARKETING
CONTENT OPTIMISATIONEARNED MEDIA
CREATIVE
MESSAGING
PAID MEDIA
OWNED MEDIA
INTEGRATED CONTENT STRATEGY
PRODUCT INFORMATION
TESTIMONIALS
AD COPY & CREATIVE
ARTICLES / BLOG COPY
THOUGHT LEADERSHIP
CASE STUDIES
WEBSITE / SOCIAL ASSETS
EVENTS / EXHIBITIONS
NEWS / PR
TRADE PRESS / EMAIL
BRANDING / ADVERTS
SEARCH MARKETING
ADVERTORIAL / OPT-EDS MARKETING COLLATERAL
Auditing & Connecting
Content
AUDITING & CONNECTINGDEVELOPING AN INVENTORY
TYPE & THEME OF CONTENT
MARKETING CHANNELS& ASSETS
CONNECTING OPERATIONSSTRATEGY, OPERATIONS & INSIGHTS
Audience InsightsAnalytics Insights
Content OptimisationConversation Analysis
Competitive Analysis &Client Inputs
Objective SettingStrategy DevelopmentProgram Definition
STRATEGY PLANNING
INSIGHT & MEASUREMENT
OPERATIONAL DELIVERY
Ongoing Editorial PlanningReviews: content, platform& engagement refinement
STEP 3: CATEGORISATIONKEY QUESTIONS
22
WHAT DO WE PRIORITISE & WHY?
WHAT TYPE OF SKILLS WILL BE REQUIRED?
WHAT CONTENT GAPS DO WE NEED TO FILL?
AREAS FOR PRIORITISATIONWHERE TO FOCUS?
ASSET SPECIFIC RESOURCE SPECIFIC PROCESS SPECIFIC
• This looks at everything
from website content,
brochures, blogs, case
studies, white papers as
well as social media
platforms & other
external communications
• This looks at the skills
and resources needed to
create and implemented
a content strategy
structure. A key
consideration is external
outsourcing
• This looks at everything
from how content is
managed internal to the
business as well as
deployment & publishing
workflows
TIME BASED PRIORITISATIONLONG, MEDIUM & SHORT TERM
Long
Short
Medium
LONG TERM:Areas that
realistically require significantly more
investment
MEDIUM TERM:Areas where investment is required but can be achieved within a reasonable time frame
SHORT TERM:Quick wins that can be fixed with immediate effect & have most direct impact
ORDER OF PRIORITISATIONKEY COMPONENTS
Assets / Content
Areas
Resource / Skills Allocation
Content
SchedulePublishing Workflow
Measurement
& Report
Ensure you align with your marking channels & activity
STEP 4: CRAFTINGKEY QUESTIONS
WHAT SKILLS & SUBJECT MATTER EXPERTISE IS NEEDED?
WHAT PROCESSES & PUBLISHING WORKFLOWS ARE REQUIRED?
HOW DO WE ENSURE THAT OUR CONTENT IS ENGAGING?
RESOURCE CONSIDERATIONSKEY ROLES & SKILLS
Subject Matter Expert
Content Strategy & Planning
Content Management &
Scheduling
Content Publishing
Content Editor & Copy Writing
Technical Support
Creative Design
CONTENT PROCESSESKEY COMPONENTS
Goals & Objectives
Audience & Destination Point
Content Type & Format
Content Triggers & CTA’s
Creating a Content Schedule/Calendar
CONTENT TECHNIQUESGOALS, QUESTIONS & MEDIUMS
Content Goals
Traffic, Sales & Leads
Search Marketing
Branding /Awareness
Engagement / Conversation
Question Format
Open-ended Questions
Closed Format Questions
Leading Questions
Important Questions
Content Mediums
Website / Blogs
Sales Collateral
Social Platforms
3rd Party Platforms
CONTENT TECHNIQUESFORMAT, TYPE & TRIGGERS
Content Format
Infographic / Video
Press Release / Slideshow
Articles / White Paper
Event / Webinar
Content Type
Review / How to Guide
Update / News
Trends / Checklists
Update / News
Content Triggers / CTAs
Downloads / Subscription
Meetings
Events / Webinars
Research Polls
MEASUREMENT OBJECTIVESBUSINESS ALIGNMENT
3
DRIVE BUSINESS GOALS
DRIVE PERFORMANCE
DRIVE EXPOSURE
DRIVE ACQUISITION
MEASUREMENT STRATEGYKEY ATTRIBUTES
MARKET REACH:
Volume & quality of potential audience who
saw the mention
DISCUSSION:
The volume of brand & campaign mentions
INFLUENCERS
ACQUISITION:
Traffic, leads and monetary acquisition
ENGAGEMENT:
The number of shares, retweets, comments & posts
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