integrated live how to create a successful content marketing strategy in a (large) b2b enterprise
TRANSCRIPT
Confidential Property of Schneider Electric
How to create a successful content marketing strategy in a (large) B2B enterprise
Integrated Live, 16-17 November, London
Giuseppe Caltabiano, VP Marketing Integration, 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 2Schneider Electric – Investor RelationsExtract from Full Year 2015 Results presentation
A story is successful when we feel fulfilled andit becomes OUR experience
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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 is facilitating the convergence between B2B and B2C
• Content Marketing has been adopted by B2B companies at faster speed than B2C
B2B = still Boring to Boring?Content Marketing Strategy for B2B
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Start the Content Marketing Journey
Build the Strategy Execute Go Global
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Define the Case for Change (and gain management buy-in)
Content Marketing Strategy for B2B
Business Alignment and Mission Statement
• Content Marketing is part of a wider Marketing Plan and has to be aligned with Business priorities and company’s brand strategy
• Content Marketing wants its own mission statement
• Your Content Strategy has to be documented
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We provide relevant content to help Data Center Professionals simplify the process of assessing, planning, designing, building and
operating data centers.
Insights, Inspiration and Connections to grow your business.
Content Loop is providing the latest news and insights to help business and IT decision
makers stay up to date with the latest news.
AMEX OPEN FORUMSCHNEIDER ELECTRIC DATA CENTER
CAPGEMINI CONTENTLOOP
The Editorial Board and the Content EcosystemContent Marketing Strategy for B2B
• ONE Content Editorial Board is the place where all things happen.
• You need to put in place a “content production ecosystem”
• A good balance between internal and external content creator
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Persona Definition is the foundation of Content Marketing
Buyer Journey and Content Mapping
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4 amazing examples of Content Mktg
Page 13@giusec
Content Loop, Cap Gemini Txchnologist, GE
StarWars microsite, LEGODestinations, Lonely Planet
Blogs are at the core of our Content Marketing strategyContent Marketing Strategy for B2B
• 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 Execute Go Global
“Content Strategy comes first. Social Media and Distribution Strategy will follow.”
- me
Confidential Property of Schneider Electric | Page 17
The YAY-BOO! Scale Content Dist Channels and Social MediaContent Marketing Strategy for B2B
YAY!
BOO!
(B2B version)
“It’s not the best content that win: its the best promoted content”
- Andy Crestodina, Orbit Media
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The Content Marketing “Power Law”Content Marketing Strategy for B2B
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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
Our “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
Big Rock content release planIT Division Content Marketing: Overview
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Now- Released End of 2016-2017
Planning & Design
IoT Business Report
Colocation ReportData Center Consolidation
Managed Services
Healthcare Business Continuity
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Content Marketing is ALWAYS ON
How our figures are changing – 11 months laterContent Marketing Strategy for B2B
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1stDC 1st category of SE blog with 20% of traffic
+15.62%Blog Page Views
+9.69%Average Time on Page
3-5%Conversion Rate(downloads/pageviews)
+18.57%Blog Unique Visitors
5Country pilot programs
All numbers YoY
3New blog sites in 2017(APC, Australia, Spain-LAM)
+15%Twitter Followers(it was 10% in 2015)
~900Downloads in 6 months
51%Int’l Audience for SE blog
(outside US)
Big Rock 1 Big Rock 2 Big Rock 3 Big Rock 4 Average White Paper Average eDM Average Advert0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
Big Rock - Conversion Rate
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“Big Rock” content performance (chart)Content Marketing Strategy for B2B
5.1%
2.9%4%
1.2% 1.0% 0.4-5% 0.2-3%
Industry Average
Measure ROI of Content Marketing by ObjectiveContent Marketing Strategy for B2B
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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
Build the Strategy Execute Go Global
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Content marketing success takes time. Set up a pilot program as a test, and then, if it’s successful, roll ahead with the series
Introducing: the Big Rock guidelines!
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Audience
It’s the Ultimate Big Rock Overview
Turkey Slices and where to find them Where to find content
Suggestions on timeline and sequencing
How to gate content
SEO/SEM keywords
ConclusionsContent Marketing Strategy for B2B
• This is the death of the “One Dimensional Marketer”
• There are no hidden secrets in Content Marketing. You just need to make things happen.
• Content Marketing takes time
• The “Content Marketing Power Law” is always valid
• Content Marketing & “Big Rock” content works
• Define strategy and process, execute, pilot, go global
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Some references
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@giusec