how to implement content marketing strategy in a large b2b enterprise

Implementing Content Marketing strategy in a

large B2B enterprise The Case of Schneider Electric content marketing approach

Confidential Property of Schneider Electric

Presented by:

Giuseppe Caltabiano, VP Marketing Integration – Content, Social Media, PR Strategy, Schneider Electric

@giusec, www.giusec.org

Meet Giuseppe Caltabiano

@giusec

giusec.org

Confidential Property of Schneider Electric |

Vice President, Marketing Integration - Content, Social Media, PR strategy

IT Division, Schneider Electric

• 3 Takeaways

• The challenge for large B2B enterprises

• The first steps, the process, the editorial board

• Integrating Content, Social Media, PR

• “Big Rocks” and “Turkey Slices”

• The role of pilots

• Internal Comms and the challenge with

distribution

• Mar-tech

• Next steps

Outline


Today’s Topics and takeaways Content Marketing strategy in a large B2B enterprise

• Insight on a transformation from a

traditional marketing to a modern

content marketing strategy in a large

B2B firm

• Case history on a seamless

integration of content, social media

and PR with a complex martech

infrastructure behind

• The challenge of going with pilots.

Highlights, lowlights and lesson

learned.


Schneider Electric: a global specialist in Energy Management

and Efficiency technology

Balanced geographies – FY 2015 revenues

€26.6 billion FY 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%

Industry Buildings & Partner Infrastructure IT

Schneider Electric – Investor Relations Extract from Full Year 2015 Results presentation

Schneider Electric – Investor Relations

https://youtu.be/ngH-5BBjWPw

B2B = still Boring to Boring? Content Marketing strategy in a large B2B enterprise

• Historically B2B required a more rational approach

• New technologies and new channels (social media) are

changing the way B2B companies approach clients

• Content Marketing has been adopted by B2B companies at

faster speed than B2C


B2B vs B2C - Content Marketing tactics Content Marketing strategy in a large B2B enterprise


The case for change (in a large enterprise) Content Marketing strategy in a large B2B enterprise

• Increase Marketing Opportunities

• Simplify the content creation and management

process

• Integrate Content, PR, Social Media

• The most innovative companies have merged social, content and PR

• Redefine content production ecosystem

• Improve geographical distribution and amplification

• Focus global on content creation and local on activity/content

amplification

• Measure our success


Project Timeline for Schneider Electric Content Marketing (IT Division)


2017

Today

Aug Oct Dec 2016 Apr Jun Aug Oct Dec

Project starts, Assessment

Aug 31

New documented Content Mktg

Process/Strategy in place

Oct 15

New unified Ed Board starts its

journey

Nov 16

Content Marketing Pilots start

Jan 1

Big Rock launch

Sep 1

New Content Hub live?

Oct 1

CMP?

Nov 1

Aug 1 Dec 31 Content Marketing Journey

Aug 1 Phase 1: Process & Change Mgmnt Dec 31

Jan 1 Sep 1 Phase 2: Pilots

Sep 1 Dec 31 Phase 3: Big Rocks launch

Persona types Content Marketing strategy in a large B2B enterprise


IT Professional

C-level Colo

DC Professional

Plant / Facility Mgr

IT Reseller

(Multi) Content Hub Strategy Content Marketing strategy in a large B2B enterprise

Listen Explore Inquire and

consult Purchase Get delivered

Operate & Maintain

Get connected and optimize


Awareness Consideration Purchase/Accelerate

Business Retain Customers

Customer

Journey

Cycle

Be seen as thought leader in

the industry

Demonstrate benefits of our

value prop Objectives Proof our technical

capabilities and solutions

Transform customers in

ambassadors

Content purpose Attract Educate Build Trust Engage

Content Mktg Hub for professionals in

early phase of buyer journey

SE Blog New Hub

SE.com


Martech and Our Content Strategy Content Marketing strategy in a large B2B enterprise

ONE

Content

Editorial

Board

Publish ONE Content Calendar

Content creation

PARTNER ECOSYSTEM INTERNAL RESOURCES

DC SCIENCE CENTER Owned Media

Paid Media

Earned Media

Input, Strategy & Planning Creation Amplification

Geographical distribution

Distribution Measurement Conversion/Nurturing

Content Marketing Platform

Blog at the core of our Content Marketing strategy Content Marketing strategy in a large B2B enterprise

• WordPress

• Our most successful content hub since 2011

• 4,019,659 all time blog views

• Average blog generates +4,000 views and

+150 shares per post (LI, Twitter, FB)

• IT Division Data Center blog count as +50%

of overall traffic and content

• 22 active int and ext bloggers

• 0.24% to 0.6% response conv rate


“Big Rocks” & “Turkey Slices”: 2 Content Marketing analogies Content Marketing strategy in a large B2B enterprise

“Big Rock” is Highly valuable content. Big Rock is a

substantial piece of content based on the idea of

becoming the definitive guide to a conversation

that you want to own

“Thanksgiving analogy”: the idea is to look for

opportunities to repurpose content that you

already have (as you’re repurposing thanksgiving

food for some time…)



“Even the best content won’t promote itself”

Jason Miller, LinkedIn


POEM: Paid drives to Owned which drives to Earned Media Content Marketing strategy in a large B2B enterprise

Our Content Framework Content Marketing strategy in a large B2B enterprise

Blog Traffic

TWITTER SHARES FACEBOOK SHARES LINKEDIN SHARES

(Even More)

Blog Traffic

Ppt on Slide Share Customer

Testimonial Webinar

“Meet the Expert”

video

GATED CONTENT

(WPs, E-BOOKS, ETC.)

MARKETING OPPS $

eNEWSLETTER +

PAID MEDIA

Earned

Media

SE

O /

KE

YW

OR

D S

TR

AT

EG

Y

Paid Media

Owned

Media

Owned

Media

“Big Rock”

content

• Content marketing success takes time. It’s not a

campaign with a start and stop date

• Budget, processes and approvals might bring your

content marketing initiative to failure

• Set up the pilot as a test, and then, if it’s

successful, roll ahead with the series

• If your sales cycle is typically nine months,

deploying a content marketing pilot across one

quarter will not demonstrate the results the program

can achieve


The Role of Pilots in Large Enterprises Content Marketing strategy in a large B2B enterprise

“IT Division Content Strategist” Internal Newsletter Content Marketing strategy in a large B2B enterprise


• Result of cooperation with Internal

Comms

• Every 2-3 weeks

• Target SMMs and ITB Field Mktg

• Link to calendar

• Includes links to content: blog

posts, visuals, PR, launch content,

etc.

Editorial

Documented

Strategy and Tools

Highlighted

Content list

Conclusions and Next Steps Content Marketing strategy in a large B2B enterprise

• 2015 was a year of listening and change management;

2016 is a baseline and execution year

• We do have business case for change

• Our content strategy is clear and documented

• Pilots are a must in large enterprises

• Content doesn’t promote itself – distribution and

amplification are critical to the success

• A new set of tool will improve distribution and enable

countries with local content planning


Questions? Thank you!

Content Marketing strategy in a large B2B enterprise
