taking the 'boring' out of b2b content marketing
DESCRIPTION
Luke Brynley-Jones gives an introduction to B2B content marketing and the workarounds for creating exciting content in the business sphere.TRANSCRIPT
B2B Content MarketingLuke Brynley-Jones – Founder & CEO
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B2B CONTENT MARKETING
Why content marketing?
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5 REASONS WHY WE’RE HERE TODAY:
1. B2B companies with blogs generate (on average) 67% more leads than those without blogs.
2. 87% of B2B marketeers use social media to distribute content.
3. Marketeers now spend an average of 25% of their budget on content marketing.
4. Companies with <10 staff spend an average of 42% of their budget on content marketing.
5. 62% of companies outsource their content marketing.
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B2B CONTENT MARKETING
How does B2B Content Marketing work?
Stronger relationship
Customer lifetime value
ViewsEngagement
New leads
Direct sales
LEAD GENERATION
CUSTOMER RETENTION
AWARENESS
CONTENT ENGAGEMENT
New fans/followers
New contacts
REACH
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TYPES OF CONTENT
1. Blog posts2. Videos3. Presentations4. Infographics5. White papers/reports6. Webinars7. Microsites8. e-books9. Others?
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DESTINATIONS & DISTRIBUTION
Channel Destination Distribution mechanism
Website For downloads and services (e.g. step-by-step guides).
To website visitors and browsers (via SEO)
Blog For any type of content, incl. infographics, news and videos.
To RSS and email subscribers and Googlers (via SEO)
Twitter (+Vine) For instant content, e.g. photos /videos of events.
To followers, and wider using #hashtags
Facebook For photos, videos, news, competitions etc.
To fans and wider audience using ads and Groups.
Google+ For photos, videos, news etc. To followers and wider audience via Communities.
YouTube For videos To subscribers and wider web via social sharing
LinkedIn For any type of content, including docs (PDF/Word).
To contacts or Groups and wider via social sharing.
Slideshare For PPT, PDF, video To subscribers and wider web via social sharing
B2B CONTENT MARKETING: PROCESS
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NO MORE ‘ME TOO’ POSTS…
Taking out the ‘Boring’
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FINDING A COMPELLING CAMPAIGN CONCEPT
Image credit: RankManiac
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ANYTHING CAN BE INTERESTING…
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IN A ‘BORING’ INDUSTRY – FUN STANDS OUT
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‘USEFUL’ WORKS JUST AS WELL
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TIME TO CHANGE YOUR PRODUCT NAMES?
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TITLES ARE CONTENT
1. Use the most compelling statistic or fact in the post – e.g. 7% of Twitter users aren’t human
2. Make it interesting – e.g. 10 inventions that shouldn’t work under water, but do
3. Make it easy – e.g. 5 things you didn’t know about blue-tooth
4. Make it topical – e.g. What today’s product launch means for you
5. Optimise it – e.g. The beginner’s guide to smart thermostats
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SOME PEOPLE CAN TWIST ANYTHING TO BE INTERESTING
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VIDEOS SPEAK LOUDEST
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INFOGRAPHICS FOR… EVERYTHING
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A LITTLE HUMOUR GOES A LONG WAY
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EXPERIMENT WITH INTERACTIVITY
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EXPERIMENT WITH FORMATS
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NEW FORMATS: ONLINE PRESENTATIONS
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COULD YOU BECOME MEDIA?
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BUT IT’S NOT ALL FUN…
The real challenge of B2B content marketing…
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OH…
http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
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BE INSPIRED…
Some quotes to leave you with…
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CONTENT MARKETING - KEYS TO SUCCESS
“People need stories more than bread itself. They tell us how to live, and why." – Arabian Nights
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CONTENT MARKETING - KEYS TO SUCCESS
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CONTENT MARKETING - KEYS TO SUCCESS
“You have to understand that nothing appeals to everybody.” Gene Simmons of KISS
