integrated live how to create a successful content marketing strategy in a (large) b2b enterprise

Confidential Property of Schneider Electric

How to create a successful content marketing strategy in a (large) B2B enterprise

Integrated Live, 16-17 November, London

Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric

Schneider Electric: a global specialist in Energy Management and Efficiency technology

Balanced geographies – FY 2015 revenues

€26.6 billionFY 2015 revenues

43%of FY revenues as Solutions

5%of FY revenues devoted to R&D

43%of FY revenues in new economies

Four integrated and synergetic businesses – FY 2015 revenues

27%North

America

18%Rest of

the World

26%Western Europe

29%Asia-

Pacific

45% 21% 20% 14%

IndustryBuildings & Partner Infrastructure IT

Page 2Schneider Electric – Investor RelationsExtract from Full Year 2015 Results presentation

A story is successful when we feel fulfilled andit becomes OUR experience

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Content Marketing is the process of developing & sharing relevant, valuable and engaging content to target audience

with the goal of acquiring new customers or increasing business for existing customers.

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The essence of Content Marketing is to help your Customers find the information they need (in relationships to the products

and services you offer).

Pam DidnerContent Marketing Strategist and Author

• Historically B2B has required a more rational approach

• New technologies and content distribution channels are changing the way B2B companies approach clients

• Content Marketing is facilitating the convergence between B2B and B2C

• Content Marketing has been adopted by B2B companies at faster speed than B2C

B2B = still Boring to Boring?Content Marketing Strategy for B2B

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Start the Content Marketing Journey

Build the Strategy Execute Go Global

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Define the Case for Change (and gain management buy-in)

Content Marketing Strategy for B2B

Business Alignment and Mission Statement

• Content Marketing is part of a wider Marketing Plan and has to be aligned with Business priorities and company’s brand strategy

• Content Marketing wants its own mission statement

• Your Content Strategy has to be documented

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We provide relevant content to help Data Center Professionals simplify the process of assessing, planning, designing, building and

operating data centers.

Insights, Inspiration and Connections to grow your business.

Content Loop is providing the latest news and insights to help business and IT decision

makers stay up to date with the latest news.

AMEX OPEN FORUMSCHNEIDER ELECTRIC DATA CENTER

CAPGEMINI CONTENTLOOP

The Editorial Board and the Content EcosystemContent Marketing Strategy for B2B

• ONE Content Editorial Board is the place where all things happen.

• You need to put in place a “content production ecosystem”

• A good balance between internal and external content creator

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Persona Definition is the foundation of Content Marketing

Buyer Journey and Content Mapping

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4 amazing examples of Content Mktg

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Content Loop, Cap Gemini Txchnologist, GE

StarWars microsite, LEGODestinations, Lonely Planet

Blogs are at the core of our Content Marketing strategyContent Marketing Strategy for B2B

• WordPress technology• Our most successful content hub since 2011• IT Division Data Center blog count as 20% of overall

traffic and content (22 active int and ext bloggers)

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Data Center blog

Certainty in a Connected World blog

Build the Strategy Execute Go Global

“Content Strategy comes first. Social Media and Distribution Strategy will follow.”

- me

Confidential Property of Schneider Electric | Page 17

The YAY-BOO! Scale Content Dist Channels and Social MediaContent Marketing Strategy for B2B

YAY!

BOO!

(B2B version)

“It’s not the best content that win: its the best promoted content”

- Andy Crestodina, Orbit Media

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The Content Marketing “Power Law”Content Marketing Strategy for B2B

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Uni

que

Pag

e V

iew

s

Pages

• More content doesn’t get more results

• Top 10% of your posts are your “big rocks” content

• The concept of the “Atomization” of content

• If your content calendar is holding you to production goals, you’re doing it wrong.

The top 10% of posts (content) got more pageviews than the next 90% combined

Our “Big Rock” Content

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Download

Introducing the “Big Rock” content frameworkContent Marketing Strategy for B2B

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Snackbytes

eDM

Blog posts

Big Rock

Social Media - Twitter

Byline pitch

Banners

Social Media - Sprinklr

Customised for each country

Big Rock content release planIT Division Content Marketing: Overview

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Now- Released End of 2016-2017

Planning & Design

IoT Business Report

Colocation ReportData Center Consolidation

Managed Services

Healthcare Business Continuity

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Content Marketing is ALWAYS ON

How our figures are changing – 11 months laterContent Marketing Strategy for B2B

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1stDC 1st category of SE blog with 20% of traffic

+15.62%Blog Page Views

+9.69%Average Time on Page

3-5%Conversion Rate(downloads/pageviews)

+18.57%Blog Unique Visitors

5Country pilot programs

All numbers YoY

3New blog sites in 2017(APC, Australia, Spain-LAM)

+15%Twitter Followers(it was 10% in 2015)

~900Downloads in 6 months

51%Int’l Audience for SE blog

(outside US)

Big Rock 1 Big Rock 2 Big Rock 3 Big Rock 4 Average White Paper Average eDM Average Advert0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

Big Rock - Conversion Rate

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“Big Rock” content performance (chart)Content Marketing Strategy for B2B

5.1%

2.9%4%

1.2% 1.0% 0.4-5% 0.2-3%

Industry Average

Measure ROI of Content Marketing by ObjectiveContent Marketing Strategy for B2B

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Reach Engage RetainConvert

All numbers YoY

Share of Conversation

Organic Search

Un-branded Search

Page views

Engagement

Time on Site

Downloads

Leads

Conversion rate

Marketing Gen Opportunities

Subscriptions

Upsells

Build the Strategy Execute Go Global

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Content marketing success takes time. Set up a pilot program as a test, and then, if it’s successful, roll ahead with the series

Introducing: the Big Rock guidelines!

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Audience

It’s the Ultimate Big Rock Overview

Turkey Slices and where to find them Where to find content

Suggestions on timeline and sequencing

How to gate content

SEO/SEM keywords

ConclusionsContent Marketing Strategy for B2B

• This is the death of the “One Dimensional Marketer”

• There are no hidden secrets in Content Marketing. You just need to make things happen.

• Content Marketing takes time

• The “Content Marketing Power Law” is always valid

• Content Marketing & “Big Rock” content works

• Define strategy and process, execute, pilot, go global

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Some references

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@giusec