Part 1 of 4: Championing Content Marketing in a B2B OrganizationPART 1 OF 4: Developing a B2B Content Strategy

Championing Content Marketing in a B2B Organization

I'm a Content Marketing Consultant and CEO of Honigman Media.

HI!I’m Brian Honigman

HUGEYOU KNOW THAT CONTENT MARKETING IS

FOR B2B ORGANIZATIONS ESPECIALLY…

….BUT THE PROBLEM IS

HE DOESNT AGREEpictured: your boss

HOW DO YOU

CONTENT MARKETING EFFECTIVELY?CHAMPION

PRESENT THE FACTS

STEP 1

There are plenty of facts to back you up.

THE FACTS ARE ON YOUR SIDE

7%

93%

PERCENTAGE OF B2B MARKETERS USING CONTENT MARKETING

Last year, 91% of B2B marketers said they used content marketing.

Source: Content Marketing Institute

42%OF B2B COMPANIES THAT USE CONTENT MARKETING

RATE THEIR EFFORTS “VERY SUCCESSFUL”up 16% from the previous year.

Source: Content Marketing Institute

ARGUE FOR SUSTAINED EFFORT

STEP 2

Content marketing is an uphill climb.

“QUICK TEST”CONTENT MARKETING NEVER WORKS AS A

80%OF CORPORATE BLOGS HAVE

ONLY FIVE POSTS OR LESS

Source: IBM BUSINESS INTELLIGENCE

“QUICK”MOST LIKELY BECAUSE THE RETURNS WEREN’T

LONG-TERM COMMITMENT WILL GET YOU OVER THE CONTENT EFFORT GAP

Source: MOZ

ROI /

EFF

ORT

The Gap of Disappointment

Investment Required

Returns Generated

Month 1 Month 6 Month 12

Effo

rt

ILLUSTRATE THE BENEFITS

STEP 3

Paint a happy picture of content marketing.

CONTENT MARKETING IS FAIRLY

WORTH ITDIFFICULTBUT IT IS ALSO TOTALLY

CONTENT MARKETING IS FAIRLY

WORTH ITDIFFICULTBUT IT IS ALSO TOTALLY

WORTH IT

Focus on this pa

rt

and you’ll do fin

e!

BENEFITSHERE ARE SOME CONTENT MARKETING

SEO PR BIZDEV

SOCIALMEDIA

NET-WORKING

BENEFIT 1: CONTENT MARKETING CAN ENCOMPASS MANY EXISTING MARKETING FUNCTIONS

SALES

BENEFIT 2: CONTENT MARKETING CAN PROVIDE DIRECTION AND COMMON

PURPOSE TO ALL THESE AREAS

POINT OUT OTHER GREAT CONTENT

STEP 4

Show how your competition is doing well.

COMPETITIONCONTENT MARKETING IS PROBABLY ALREADY WORKING FOR YOUR

AFTER ALL 93% OF B2Bs USE IT AND 42% REPORT GREAT SUCCESS

COMPETITIONSO, TO CONVINCE YOUR BOSS IT’S WORTH IT, POINT TO YOUR

AS AN EXAMPLE OF WHAT CONTENT SUCCESS WILL LOOK LIKE

IT WILL BE A LOT EASIER TO IMAGINE THE BENEFITS WHEN THEY CAN SEE WHAT

THEY MIGHT LOOK LIKE.

COME IN WITH A GAME-PLAN

STEP 5

Get your game face on.

PLANIT WILL BE MUCH HARDER TO MAKE A CASE WITHOUT A

CHECK OUT THE OTHER INSTALLMENTS IN THIS SERIES!

LIKE THIS DECK?

PART 2 PART 3 PART 4

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