going beyond the status update - b2b marketing summit 14june12
Post on 21-Oct-2014
3.297 Views
Preview:
DESCRIPTION
TRANSCRIPT
Going beyond the #statusupdate
Content strategies for b2b marketers
Presentation @marketingB2B #MarketingSummit
Thursday 14 June 2012
@renepower
A day of discovery and enlightenment awaits
http://unrealitymag.com
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
I don’t know what
to say
I don’t know where to start?
No one follows me / us
People I follow talk rubbish and offer
me no value
I don’t see the connection to
b2b
I need to generate
leads
I don’t have resource
It’s not measurable
It’s just not relevant to my
business
I don’t have time
I need a big audience
Why are you here?
I don’t know what content marketing is
What I promised to talk about
Why content
Getting off the ground
Identifying quick wins
Getting seen and getting shared
Never running out of content
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Spoiler alert
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Presentation to: www.bdb.co.uk
Don’t think of content as social.
Think of content as expertise. Social is one route to market.
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Inside the mind of the buyer
Content fuels trust & transaction
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Engagement is better
Broadcast is great
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Why you should be talking content
You’re in the business of selling expertise
People buy when they trust
Trust takes time, people need to believe
You need to tell your story well
It’s good enough for Coca Cola
http://www.thecoca-colacompany.com/socialmedia/
Why companies suck at content?
Not relevant to audienceNot engaging or exciting Confused with social
All broadcastNot easy to access / share
Spammed across multiple platforms
It’s good enough for BASF
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Creating a content strategy
1. Define needs / pain2. Visit watering holes3. Curate4. Audit what you
have5. Plan6. Create7. Amplify8. Evaluate
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Define audience pain
Identifies topics
Dictates relevance
Establishes trends
Sets parameters
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Presentation to: www.bdb.co.uk
Remember the green cross code?
Stop, look and listen...
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Visit watering holes
• See what works
• What doesn’t
• What’s being said
• What’s missing
Entry level: Curate Some powerful
influencers and connectors don’t create anything
Curating content in five steps
Step 1: Get a Google account Set up Alerts and Reader Hit this button to add websites you like
Step 2: Visit namechk & secure profiles
Curation tools Step 3: Set up your big five Step 4: Set up free Hootsuite dashboard
Step 5: Check Reader – schedule updates for half an hour each morning
Audit what you have already
Goal = Quick wins
Rules for creating killer content
Relevance Useful Valuable Lead
generative Social
Using the Content Matrix Set objectives Select different
content marketing tools
Courtesy of www.smartinsights.com
Build a content hub The place that all
links return to Interactive not static Go beyond the
expected
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Creating content
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Presentation to: www.bdb.co.uk
Remember: Content drives inbound inquiry so make every piece count
Plan – editorial calendars A calendar focuses minds and resource
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Amplify
Amplification Access influencers and customers: 140m users worldwide. 8.6m UK, 100,000s in your sector, 1,000’s in your groups.
Media, influencer and customer contacts. Build influence and distribute content.
Half of all search is video makes YouTube search engine a must.
800m users; lines of personal-professional ever blurring.
Given priority in SERPS. Uptake and functionality will improve over time.
The big five deliver search optimisation, brand amplification and audience
Access influencers and customers: 140m users worldwide. 8.6m UK, 100,000s in your sector, 1,000’s in your groups.
Media, influencer and customer contacts. Build influence and distribute content.
Half of all search is video makes YouTube search engine a must.
800m users; lines of personal-professional ever blurring.
Given priority in SERPS. Uptake and functionality will improve over time.
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Presentation to: www.bdb.co.uk
Relevant, targeted usable content is digital marketing rocket fuel.
Valuable content gets shared.
Can content be measured?
Buzz by no of posts buzz by impressions shift in buzz channel buzz
asset popularity buzz by customer type mainstream media mentions
growth rate of fans follows friends contacts no of pass alongs
recommends embeds bookmarks subscriptions page views
clickthroughs changes in search ranking type reach channel
geography volume of posts impressions time spent clicks contributions
by bloggers chatrooms wikis online sales offline sales savings change
in share AEV event response event attendance satisfaction feedback
buzz by time of day seasonal buzz competitive buzz category/topic buzz
buzz by stage in DM process mainstream media mentions installs downloads
uploads favourites likes comments ratings
increase in searches %of buzz with links no of views/interactions polls virtual gifts
tags popularity contest entries leads generated
products sampled store visits trials
customer acquisition & retention
complaint handling
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
Free your
single use
content from the archive
Refine,
repurpose
& repackage
your existing
material
1. Keep focused on actions and outcomes
2. Map types of content to audience and stages of the buying process
3. Remember the eight steps
4. Create a calendar to map resource
Use actionable information to position expertise
Research where your audience goes and what they are looking for
Takeaways
RecommendedWebsites Smart Insights blog Content Marketing Institute blog Hubspot blog Problogger
Books Inbound Marketing: Get found using Google, social
media and blogs Dharmesh Shah / Brian Halligan Content Rules CC Chapman
More?www.bdb.co.uk
0161 925 4700
@bdbmarketing
BDBmarketing
rene@bdb.co.uk
http://twitter.com/renepower
http://uk.linkedin.com/in/renefp
http://marketingassassin.co.uk
@
My first book Seven steps to BRILLIANT B2B digital
marketing with Dave Chaffey due August 2012
Email or follow to be kept up to date
My first book Seven steps to BRILLIANT B2B digital
marketing with Dave Chaffey due August 2012
Email or follow to be kept up to date
top related