what works in b2b technology content

WHAT WORKS IN B2B TECHNOLOGY CONTENT

WEBINAR: 29TH SEPTEMBER, 2PM GMT

THANK YOU!

YOU WALK AWAY WITH DATA THAT PINPOINTS WHAT CONTENT WORKS (AND WHAT DOESN’T)

BASED ON 100,000+ DOWNLOADS

YOU WALK AWAY WITH INSIGHTS FROM INSIDE ONE OF THE WORLD’S

BIGGEST TECHNOLOGY PLAYERS

YOU WALK AWAY WITH 5 TAKEAWAYS BASED ON WORK WITH CLIENTS SUCH

AS IBM, BOX, THOMSON REUTERS

DON’T MISS… TECHNOLOGY CONTENT STRATEGY MASTERCLASS

OCTOBER 2016MORE DETAILS AT THE END OF THIS WEBINAR.

YOUR PANEL TODAYBRENT BOSWELL

EMEA Director, TechTarget

SARAH DUNNEMEA Marketing Director,

Symantec

ADAM LEWISHead of Social and Content,

Bright Blue Day

BRENT BOSWELL, VICE PRESIDENT, EMEA

TECHTARGET – A GLOBAL TECHNOLOGY PUBLISHER

WHY CONTENT IS IMPORTANT

LAST BUDGETED IT PURCHASE – STUDY OF 500 EUROPEAN ITDMS IN 2015

IT TAKES A TEAM TO PURCHASE TECHNOLOGY: IT BUYING TEAMS OFTEN INCLUDE 4+ STAKEHOLDERS

MAKE SURE CONTENT CATERS TO EACH BUYING TEAM MEMBER

BUYER SHORT LISTING DOESN’T COME FROM ONE ASSET DOWNLOAD

SPECIFIC ASSETS ARE MORE RELEVANT TO IT BUYERS AT SPECIFIC TIMES DURING THE BUYING PROCESS

CONTENT CREATED SHOULD BE SPECIFIC TO EACH BUY CYCLE STAGE

IDENTIFY IN ALL AREAS OF THE PURCHASE CYCLE OR YOU’LL MISS OUT ON SHORT LISTS

AT TECHTARGET, 45% OF CONTENT DOWNLOADS ARE FROM OUR INDEPENDENT EDITORIAL CONTENT

RELEVANCY IS THE KEY CHARACTERISTIC FOR BUYERS WHEN EVALUATING CONTENT

RELEVANCY DRASTICALLY IMPROVES PERFORMANCE

EUROPEAN BUYERS ARE 50% MORE LIKELY TO DOWNLOAD NATIVE LANGUAGE CONTENT, BUT ABOVE ALL ELSE, RELEVANCY OF CONTENT IS IMPORTANT

TOP PERFORMING VENDOR CONTENT ACROSS EMEA

THE GREATEST MARKETING CRIME IS NEGLECTING TO PROVIDE THE ‘NEXT STEP’

ENABLE BUYERS TO COMMUNICATE WITH EACH OTHER, AND MORE IMPORTANTLY, WITH YOU

QUALIFIED ECM PROJECT

BUILDING A COMPREHENSIVE CONTENT PLAN

BEST PRACTICES TAKEAWAY

Q&A SARAH DUNNEMEA MARKETING DIRECTOR,

SYMANTEC

HOW DOES SYMANTEC APPROACH CONTENT?

WHAT WORKS AND WHAT DOESN’T?!

HOW DO YOU MANAGE THE CONTENT PROCESS INTERNALLY?

HOW IS YOUR CONTENT STRATEGY EVOLVING INTO 2017?

FIVE TAKEAWAYS ADAM LEWIS

HEAD OF SOCIAL AND CONTENT, BRIGHT BLUE DAY @ADAMLEWIS10

TURN YOUR SALES TEAMS IN CONTENT MARKETERS

Staff Publish corporate content

Corporate Profiles share content

Sales Team Targeted content for prospects

Influencers Engage in conversation

Internal SME Amplify their knowledge

MAKE YOUR CONTENT WORK BETTER

Low effort & often

High effort & infrequent

Primary research and thought leadership

Books, ebooks & white papers

Infographics, webinars & presentations

Blog posts & contributed content

Curated content & social media posts

BE DISRUPTIVE TO CUT THROUGH

DON’T JUST FOCUS ON THE C-SUITE

AUDIENCE

C-Suite

Budget Holder

Change Maker

Responsibilities & Goals

Pain Points

Trusted Online Sources

Identified Content Needs

Product User

Procurement

CONTENT IS KINGS BUY RELEVANCE RULES

SHOUT IF WE CAN HELP

GET TOP CLASS STRATEGIC CONTENT:[email protected] @ADAMLEWIS10

GET YOUR CONTENT IN FRONT OF IT BUYERS: [email protected]

SIGN-UP FOR CONTENT STRATEGY MASTERCLASSEXCLUSIVE EVENT AIMED AT SENIOR MARKETERS IN B2B TECHNOLOGY

SHARPEN YOUR PLANNING SKILLS TO MAKE YOUR CONTENT MARKETING MORE IMPACTFUL AND COST-EFFECTIVE.

How content drives revenueTactics for new content ideas

Cut costs without cutting qualityGet more eyeballs on your content

Every attendee gets a free Content Audit.

THANK YOU!