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

#CMWorldB2B CONTENT MARKETINGTWITTER CHATFeaturing Marketing Interactions, Inc.’s Ardath Albee @Ardath421and Content Marketing Institute’s Joe Pulizzi @JoePulizzi

#CMWorld • contentmarketingworld.com

https://twitter.com/ardath421

https://twitter.com/joepulizzi

http://contentmarketingworld.com


B2B Content Marketing #CMWorld • Twitter Chat

Q1: What do you think the biggest difference is between #B2B and #B2C

content marketing? #CMWorld




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




https://twitter.com/SusynEliseDuris

https://twitter.com/tracibrowne



Q2: What are your first steps in creating a #B2B #contentmarketing

strategy? #CMWorld




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 you’re trying to influence/motivate before creating

a #B2B #content strategy #cmworld

@ardath421



https://twitter.com/webber_karen




Q3: Should #B2B marketers tie content marketing to revenue?

If so, how? #CMWorld




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, it’s 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








Q4: How often should #B2B companiesaudit/refresh their content? #CMWorld




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




https://twitter.com/HiPhaedra

https://twitter.com/SFerika



Q5: How are #B2B companiesorganizing their teams around content?

Is one person/group responsible?#CMWorld




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




https://twitter.com/njh287




Q6: It seems like the focus is on content marketing before the sale. What about

content for retention? #CMWorld




A6 email newsletters are a great client content marketing opportunity,

as are communities #cmworld

@SFerika

A6 - We’ve done well with content post-sale, make them feel valued part

of team after sale. That’s how we create evangelists. #cmworld

@SusynEliseDuris

For retention - In-Person events are rated most effective by B2B marketers.

Here’s 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


https://twitter.com/SFerika




x



Q7: Sales channels want leads,content marketers want info to be shared. How can they work together? #CMWorld




A7: Schedule monthly interviews over the phone. Key is to make content a sales activity

and part of the sales team’s routine #CMWorld

@SamBrennand

A7: Creating content “cliff notes” also engages sales - they’re 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


https://twitter.com/SamBrennand



https://twitter.com/aresocontent



Q8: How can #B2B marketers developpersonas that are based in fact instead

of theory? How often should they beupdated? #CMWorld




A8: Uh...talk to customers more? You’d be surprised how many

B2B #contentmarketing strategies skip this step. #cmworld

@JoePulizzi

A8: Personas will never be fact. They’re 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 marketing’s personas.

@consected





https://twitter.com/consected



Q9: What kinds of Q’s should a B2Borg ask when choosing a mktg automation

solution? How do you know whenyou’re ready? #CMWorld




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





https://twitter.com/SamBrennand



Q10: What do you feel is the biggest social opportunity for

#B2B companies? #CMWorld




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 co’s 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








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



http://twitter.com/MitchJoel

http://twitter.com/leeodden

http://twitter.com/mitchjoel

http://twitter.com/jchernov

http://twitter.com/ardath421

http://twitter.com/copyblogger

http://twitter.com/tpldrew

http://twitter.com/rohitbhargava

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

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