content distribution strategy for annual content strategy summit
TRANSCRIPT
Confidential Property of Schneider Electric
How To Build An Effective B2B Content Distribution Strategy
Annual Content Strategy Summit, 16-17 February, Berlin
Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric
Meet Giuseppe Caltabiano@giusec, giusec.org
Confidential Property of Schneider Electric |
Vice President, Marketing Integration - Content, Social Media, PR strategyIT Division, 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 3Schneider Electric – Investor RelationsExtract from Full Year 2015 Results presentation
Let’s start our journey
Build the Strategy Content amplification Geographical distribution
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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 has been adopted by B2B companies at faster speed than B2C
• Content Marketing is facilitating the convergence between B2B and B2C
B2B = still Boring to Boring?B2B Content Distribution Strategy
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“Content Strategy comes first. Social Media and Distribution Strategy will follow.”
- me
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Content Marketing is ALWAYS ON
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Buyer Journey and Content MappingB2B Content Distribution Strategy
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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 strategyB2B Content Distribution Strategy
• 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 Content amplification Geographical distribution
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“It’s not the best content that win: its the best promoted content”
- Andy Crestodina, Orbit Media
JEFF ROHRS CHANNELS SLIDE EXAMPLE
Keywords & SEO StrategyB2B Content Distribution Strategy
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The YAY-BOO! Scale Content Dist Channels and Social MediaB2B Content Distribution Strategy
YAY!
BOO!
(B2B version)
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POEM: Paid drives to Owned which drives to Earned MediaB2B Content Distribution Strategy
Content Distribution & AmplificationB2B Content Distribution Strategy
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• Tweet• Tweet quotes from the content• Use Click to Tweet buttons• Pin it to the top of your Twitter feed• Post on Facebook• Post on LinkedIn• Post on Google+• Share it in LinkedIn Groups• Post on Reddit• Pin it on Pinterest
• Email• Send an “In case you missed it” follow-up email
• Use the subscription box
• Optimise the content for SEO• Align the post with a keyphrase.• Use related phrases in the article• Link to the post from other posts
• Email signature• Podcasts, webinars, presentations• Guest blogging
• Facebook and Twitter Ads• Retargeting• Native advertising
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The Content Marketing “Power Law”B2B Content Distribution Strategy
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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
Your “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
Build the Strategy Content amplification Geographical distribution
Central vs. Local
• x
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Find the optimal balance between Global and Local
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Creating content centrally and allowing the countries to fill the gaps might represent a good solution.
Pam Didner defines it as the “servant leadership” relation
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Sample from the Country Guidelines“A Practical Guide to Data Center Planning & Design”
Overview: This guide takes the data center professional through step-by-step processes for planning and designing data centers. This guide illustrates clear
methodologies on best practices, incorporates at-a-glance calculators and tradeoff tools, and includes an ample library of verified reference designs to simplify and
shorten the process while improving the quality of the plan.
Audience Definition:Primary Audience: Data Center Professional
The message of this guide trends toward large enterprise sized data centers, but is applicable for
all areas of data center planning and design.
Availability:
The big rock and available turkey slices can be found here:
https://schneider-electric.box.com/s/r0hls4a25doue12mtlipedigbhy2f8mj
Turkey slice availability – see slide 5
Content Owner for Q’s:Heather Palmer
SEO/SEM Keywords:Data center planning, data center
design, data center lifecycle
Sprinkl’r Board Link:https://app.sprinklr.com/ui/v3/content/sam#board/57b5bb4ce4b005b1147bdcfb
Sample
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Turkey Slice
Week 1-3 Week 3-6 Week 6-9 Week 9-12
Global Blog - A Practical Guide to Data Center Planning & Design
eDM
Social Content
Social SnackBytes
PR Byline Pitch
Digital/Social Promotion Assets
Timeline and SequencingB2B Content Distribution Strategy
** Remember, Big Rock content is designed to be evergreen and can be used and re-used multiple times. Deploying all turkey slice content at the same time is not recommended and defeats this strategy. **
Sample
We reuse same big rocks but with local content and promotionB2B Content Distribution Strategy
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Blog post (central)Big Rock
Blog post (India) Blog post (UK)
Big Rock (Spain)
How we communicate our Content StrategyB2B Content Distribution Strategy
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The CONTENT STRATEGIST biweekly internal Newsletter
Content page on Intranet
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Confidential Property of Schneider Electric |
Content Marketing success takes time. We have completed pilot programs, collected inputs and now we are ready to deploy globally
HVC launch
Central6We have successfully completed 6 Pilot Programs
to test Content Marketing before going global
HVC launch
UK
HVC launch
India
HVC + Marketo integration
UK
SEM (Paid Search)
UK
SEM (Paid Search)
Australia & New Zealand
5.4xConversion Rate vs. traditional
content(downloads/pageviews)
2,600responses (downloads) in 5
months with 1 piece of content
$ 100,000First marketing opportunities
from 1 piece of content
First figures from Pilot Programs are encouraging!
1.3Mreach via social media
(Planning and Design Guide)
.27%Social Engagement Rate
(Planning and Design Guide)
Measure ROI of Content Marketing by ObjectiveB2B Content Distribution Strategy
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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
Some references
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Thank you! Questions?
Build the Strategy Content amplification Geographical distribution