why content matters in b2b marketing + success stories

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Visit Lydia’s Marketing Consulting at www.lydiamarketingconsult ing.com Contact information: LYDIA VOGTNER lydia@lydiamarketingconsultin g.com 415-672-1870 Join the conversation - Follow & Connect:

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Presentation and video on why content marketing can be an important investment for B2B companies, with examples of brands that have been successful with it. It has become essential to consider content development (and storytelling) a primary lever within today’s marketing strategy. If you are not approaching content through a strategic lens, you might want to consider changing that. About: I help companies develop (and execute) effective marketing and communication strategies & plans. Affordable B2B marketing and communications consultation and support for startups, small and medium businesses, and marketing agencies across the globe. -Brand, marketing and messaging strategy -Marketing planning and implementation (inc. digital marketing and social media) -Content and communications -General advice and guidance

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Page 1: Why Content Matters in B2B Marketing + Success Stories

Visit Lydia’s Marketing Consulting at www.lydiamarketingconsulting.com

Contact information:LYDIA [email protected]

Join the conversation - Follow & Connect:

Page 2: Why Content Matters in B2B Marketing + Success Stories

The goal of delivering exceptional content and stories to engage audiences in a company’s brand and value proposition is not new...

but with the growing importance of online marketing and social media to deliver these messages...

it has become essential to consider content development (and storytelling) a primary lever within today’s marketing strategy.

.

©Lydia’s Marketing Consulting | www.lydiamarketingconsulting.com | Contact: [email protected] | Follow & Connect

Introduction

Did you know? On average, B2B marketers employ eight different content marketing tactics to achieve their goals.

On average, 60% of respondents in a recent survey indicate that they plan to increase their content marketing budgets over the next 12 months.

B2B marketers dedicate approximately 26% of their total budgets to content marketing initiatives.

Source: Content Marketing Institute 2012 B2B Content Marketing Benchmarks, Budgets and Trends

Page 3: Why Content Matters in B2B Marketing + Success Stories

Do You Have a Content Strategy?

©Lydia’s Marketing Consulting | www.lydiamarketingconsulting.com | Contact: [email protected] | Follow & Connect

Now more than ever it seems critical to place strategic emphasis on insights that establish clear messaging frameworks and content strategies...

which then are used to distribute relevant content throughout “the marketing system”.

Despite the growing promotion and advocacy of “content marketing’ — many companies continue to develop and deliver content in silos without a strategy that maps to a larger agreed-upon framework.

11 Case Studies Prove Content Marketing ROI (from BarnRaisers)

Page 4: Why Content Matters in B2B Marketing + Success Stories

Such as...Websites

Search engine marketing

Emails and sales communications

Videos (tutorials, demos, customer testimonials, brand stories, etc.)

Infographics, images

Blogs, tweets, Facebook posts, pins

Presentations, webinars, podcasts and live events

©Lydia’s Marketing Consulting | www.lydiamarketingconsulting.com | Contact: [email protected] | Follow & Connect

If you do not have a messaging/content framework or toolkit, it’s probably a smart idea to develop one...

as this sets the stage and tone for how ALL messaging and content will be considered and crafted.

It’s Probably a Good Idea

Page 5: Why Content Matters in B2B Marketing + Success Stories

©Lydia’s Marketing Consulting | www.lydiamarketingconsulting.com | Contact: [email protected] | Follow & Connect

It is also a good idea to evolve your content’s impact by testing various messaging components and “content recipes” on your website and social media channels.

Testing is Good Too

The world of online marketing gives marketers more opportunity than ever to...

Test

Gather data

Analyze

Refine

...allowing you to better align with customer/prospect behaviors and interests.

Page 6: Why Content Matters in B2B Marketing + Success Stories

The Point is...

©Lydia’s Marketing Consulting | www.lydiamarketingconsulting.com | Contact: [email protected] | Follow & Connect

Creating superb content experiences for your audience is not only vital, but very doable.

If you are not approaching this through a strategic lens, consider changing that...

Use your strategic planning process to obtain and/or refine insights about what’s on your audience’s mind, what motivates them and what they want to hear about.

Align it with your value proposition and use it to create a messaging and content structure that ties to your corporate brand.

Then, effectively build and integrate within your distribution channels.

Clearly there is more to a marketing strategy besides content, but...

it’s hard to argue that focusing on the strategic impact of relevant and engaging content, is not a smart idea.

Page 7: Why Content Matters in B2B Marketing + Success Stories

Let me know if I can help.

Visit www.lydiamarketingconsulting.com

Contact information:

LYDIA VOGTNER [email protected]