opportunity for selling content marketing strategy in 2014
Post on 09-May-2015
330 Views
Preview:
DESCRIPTION
TRANSCRIPT
www.contentmarketingblueprint.com
CMB Partner Office HoursToday’s Presentation: “The
Opportunity for Selling Content Marketing Strategy in 2014”
Every Tuesday & Thursday @3pm Easternwww.contentmarketingblueprint.com
www.contentmarketingblueprint.com
What is the CMB Community?
A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint.
Join the Conversation@CMBlueprint
or +ContentMarketersBlueprint
www.contentmarketingblueprint.com
Today’s Schedule15 minutes: Slide Presentation
45 minutes: CMB Partner Open Q&A
www.contentmarketingblueprint.com
After the Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article
www.contentmarketingblueprint.com
Today’s QuestionShould we be selling content marketing strategy as a standalone
service?
www.contentmarketingblueprint.com
Growth of Content Marketing
B2B Focus in 2014Data from:
Content Marketing Institute 2014 B2B Content Marketing 2014 Benchmarks, Budgets & Trends – North America
www.contentmarketingblueprint.com
Everyone does it.
www.contentmarketingblueprint.com
Budgets are increasing.
www.contentmarketingblueprint.com
Where will the budget go?
www.contentmarketingblueprint.com
Do we sell strategy or service?
B2B Focus in 2014Data from:
Content Marketing Institute 2014 B2B Content Marketing 2014 Benchmarks, Budgets & Trends – North America
www.contentmarketingblueprint.com
Strategy = Red / Service = Blue
Strategy
Service
Both
Aligning value with challenges
LargeStrategy = 24%Service =25%Both = 41%
SmallStrategy = 17%Service = 52%Both = 20%
What they need
www.contentmarketingblueprint.com
How valuable is strategy?
B2B Focus in 2014Data from:
Content Marketing Institute 2014 B2B Content Marketing 2014 Benchmarks, Budgets & Trends – North America
www.contentmarketingblueprint.com
Should be an easy sell…Strategy = Success
“B2B Marketers with a content marketing strategy are nearly 300 percent more likely to be effective”
-Joe Pulizzi, Founder CMI | 8 shocking content marketing research facts
www.contentmarketingblueprint.com
Yet there is a gap.
www.contentmarketingblueprint.com
Only 15% have a REAL strategy! That’s a big gap.
“The other scary part here is that this is likely an inflated number to begin with. Based on my experience in working with B2B businesses, I believe the real number is closer to being below 15 percent. The difference: Most marketers don’t know what a content marketing strategy looks like (yet), let alone how to document it for better use across the enterprise.” -Joe Pulizzi, Founder | Content Marketing Institute
www.contentmarketingblueprint.com
The Opportunity for Agencies
Educate and deliver
www.contentmarketingblueprint.com
Selling strategy: What is content marketing
strategy?
“Content helps achieve business objectives, not content objectives”
6 Key Elements of an Effective B2B Content Marketing Strategy | Kevin Cain, Director of Content Strategy at OpenView Venture Partners
www.contentmarketingblueprint.com
Content Strategy = Sales Process
V.S.
Content Strategy Content Calendar
www.contentmarketingblueprint.com
Competition is sleeping!
www.contentmarketingblueprint.com
Difficult to find examples and difficult to obtain
Can’t find examples.
Most information is “how to create one”, leaving the heavy lifting to the marketer.
Those that do sell strategy can’t articulate what it will look like or how it can be implemented.
Agencies selling strategy (5k+ and 1-3 months to create)
www.contentmarketingblueprint.com
Lead with strategy, fuel your agency services.
Strategy is valuable
Strategy has lower barrier to entry
Strategy is profitable
Strategy leads to a need for service
www.contentmarketingblueprint.com
Experiment: Live Blueprint Workshops
www.contentmarketingblueprint.com
Next Session: Tuesday February 4th @3pm
“When your clients ask: where is my keyword research?”Signup at: www.contentmarketingblueprint.com/webinars
top related