#CMWorld Twitter Chat on B2B Content Marketing with Ardath Albee

Download #CMWorld Twitter Chat on B2B Content Marketing with Ardath Albee

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1. #CMWorld B2B CONTENT MARKETING TWITTER CHAT Featuring Marketing Interactions, Inc.s Ardath Albee @Ardath421 and Content Marketing Institutes Joe Pulizzi @JoePulizzi #CMWorld contentmarketingworld.com 2. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Q1: What do you think the biggest difference is between #B2B and #B2C content marketing? #CMWorld 3. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat A1: Biggest difference is complexity of the buying process > time, people, knowledge, consensus #cmworld @ardath421 A1: I think also - more people involved in the buying process... sometimes up to 7 or more #b2bcontentmarketing #cmworld @JoePulizzi @michelelinn agree and lead nurturing is huge so you have to lead your prospect down the right path #cmworld @SusynEliseDuris A1: There is often higher risk with B2B buying decisions not just financial but career and reputation as well #cmworld @tracibrowne 4. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Q2: What are your first steps in creating a #B2B #contentmarketing strategy? #CMWorld 5. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat A2: Creating buyer personas always comes first for #contentmarketing strategy #cmworld @ardath421 A2: create objectives & goals, then create your strategy, identify platforms, groups. Use CRM to gather data #CMWorld @Lttlewys Q2 Understanding not just who but why - why would personas care what you have to say? Why will they engage with your brand? #CMWorld @webber_karen A2: You have to know who youre trying to influence/motivate before creating a #B2B #content strategy #cmworld @ardath421 6. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Q3: Should #B2B marketers tie content marketing to revenue? If so, how? #CMWorld 7. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat A3: Yes. Every-touch attribution should be applied to quantify contribution to downstream revenues #cmworld @ardath421 A3: Need to tie #contentmarketing to sales, lowering expenses or customer retention. What else is there? #cmworld @JoePulizzi @JoePulizzi agree, its not always for the purpose of a sale but should always be attached to a $ value #cmworld @tracibrowne A3: Also need to track what content sales uses to influence purchase decisions #salesenablement #cmworld @ardath421 8. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Q4: How often should #B2B companies audit/refresh their content? #CMWorld 9. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat A4: Establish a content governance process create, publish, refresh, chunks, archive, retire #cmworld @ardath421 A4: Once have complete audit, update it with new inventory as you go makes life easier #cmworld @ardath421 @michelelinn @ardath421 We update quarterly. But like restaurant menu, we keep some old and introduce some new. #CMWorld. @HiPhaedra A4 content with cited sources should be checked annually for freshness and currency of facts #cmworld @SFerika 10. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Q5: How are #B2B companies organizing their teams around content? Is one person/group responsible? #CMWorld 11. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat A5: I see it differently depending on org > one group or by product or industry teams #cmworld @ardath421 A5: Someone in the division or product group needs to be accountable for #contentmarketing - ala Chief Content Officer #cmworld @JoePulizzi @JoePulizzi A5 Person in this role MUST take great pain to communicate w/ every dept. Best content is informed by entire org. #cmworld @njh287 A5: Set up content ambassadors in each group (search, social, email, pr) and meet on a regular basis like @SAS does. #cmworld @JoePulizzi 12. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Q6: It seems like the focus is on content marketing before the sale. What about content for retention? #CMWorld 13. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat A6 email newsletters are a great client content marketing opportunity, as are communities #cmworld @SFerika A6 - Weve done well with content post-sale, make them feel valued part of team after sale. Thats how we create evangelists. #cmworld @SusynEliseDuris For retention - In-Person events are rated most effective by B2B marketers. Heres the research. http://t.co/c1PfEPHw2h #cmworld @JoePulizzi Customer retention content is about helping customers find even more value than they originally purchased #cmworld @ardath421 14. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Q7: Sales channels want leads, content marketers want info to be shared. How can they work together? #CMWorld 15. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat A7: Schedule monthly interviews over the phone. Key is to make content a sales activity and part of the sales teams routine #CMWorld @SamBrennand A7: Creating content cliff notes also engages sales - theyre not going to plow through all your content #cmworld @ardath421 @consected You can also use @slideshare popups - that way, you can keep it ungat- ed but still work to get subscribers. #cmworld @JoePulizzi @CMIContent by creating engaging content demonstrating clear benefits and a strong call to action, info should generate the leads #CMWorld @aresocontent 16. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Q8: How can #B2B marketers develop personas that are based in fact instead of theory? How often should they be updated? #CMWorld 17. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat A8: Uh...talk to customers more? Youd be surprised how many B2B #contentmarketing strategies skip this step. #cmworld @JoePulizzi A8: Personas will never be fact. Theyre an interpretation based on human input, backed up by research #cmworld @ardath421 Must. work. with. sales. to. develop. personas. Repeat phrase. Consider it a mantra. #cmworld @SusynEliseDuris A8 #CMWorld I hope #b2b marketers base personas on real customers. Many products are roadmapped based on marketings personas. @consected 18. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Q9: What kinds of Qs should a B2B org ask when choosing a mktg automation solution? How do you know when youre ready? #CMWorld 19. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat A9: What kind of data do we need to get started? Do we have it? #cmworld @ardath421 A9: Can my team run the MAP or do we need IT to do it? #cmworld @ardath421 A9: Do we have a content marketing strategy? Do we know what the end goal will look like? - before buying technology #cmworld @JoePulizzi A9: Do we have the content that would make a marketing automation solution worth the time, cost and effort? #CMWorld @SamBrennand 20. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Q10: What do you feel is the biggest social opportunity for #B2B companies? #CMWorld 21. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Q10: For social tech - @slideshare and @linkedin. Both major publishing platforms where B2B customers hang out in some way. #cmworld @JoePulizzi A10: Tell a story that connects all stages of buying process and casts their customers as the hero - should traverse channels #cmworld @ardath421 A10: I think the opportunity is not so much where but how well U do it. So many cos more concerned w/quantity over quality #cmworld @tracibrowne A10: #B2B Content Marketers need to always be in pursuit of contextual relevance in social #cmworld @ardath421 22. #CMWorld contentmarketingworld.com B2B Content Marketing #CMWorld Twitter Chat Want to learn more? Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits. Simply follow #cmworld on twitter to join the conversation. July 2: Content Strategy with Michael Brenner @brennermichael July 9: Search and Social with Lee Odden @leeodden July 16: Financial Content Marketing with Mitch Joel @mitchjoel July 23: Social Media Marketing with Joe Chernov @jchernov July 30: B2B Content Marketing with Ardath Albee @ardath421 August 6: Small Business Content Marketing with Brian Clark @copyblogger August 13: Multi-Channel Marketing with Andrew Davis @tpldrew August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava Get transcripts from all #CMWorld Twitter chats and see the upcoming schedule: http://bit.ly/CMW_TwitterChats