This slide deck will provide an overview of content marketing, concepts of content creation, content strategy and will explain how to pull them all together

1. B2B Content
Marketing 101
How to Develop a Content
Marketing Strategy

2. The Problem
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Many people have heard of ‘Content
Marketing’
Few people truly understand what content
marketing is
Even less understand how to implement a
content marketing program

3. The Solution
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This session will provide a brief overview of:
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What is content marketing
What is content creation
How to develop content
What is a content marketing strategy
What that strategy should include
How to develop a content marketing strategy
Summary

4. What Is Content Marketing
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In its simplest form, content marketing is
nothing more than developing content used in
some form of marketing activity
BUT … the content needs to be worthwhile to
the intended recipient
In other words, the content must provide
value and be worth reading/hearing/viewing;
it should not be just a sales pitch

5. What Is Content Creation
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The process of developing content to be used
in a marketing activity
Content creation requires a thorough
understanding of your potential customer or
target audience
Without this knowledge, your content will not
function effectively

6. How to Develop Content
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Understand your target audience  you need
customer intelligence (helps you understand
their business concerns, goals and objectives)
Gather/analyze qualitative and quantitative
data to understand the drivers behind
potential purchase decisions
Understand their motivation; know what type
of information they require to make a decision
and where they look for that information

7. How to Develop Content
(cont.)
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How your product or service addresses their
concerns or needs, coupled with the customer
intelligence, provides you with insight into the
type of content that needs to be created to
clearly articulate your value proposition
Understand other factors, such as which industry
conferences/trade shows/events they attend,
who the industry thought leaders/influencers are,
what the market dynamics, conditions and
competitive situations are that impact their
business

8. What Is a Content Marketing
Strategy
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The detailed plan that outlines the manner in
which you use the content
Helps ensure the content use is coordinated,
effective and efficiently leveraged/utilized to
the fullest extent

9. What Should a Content
Marketing Strategy Include
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Include goals to be accomplished, who the
target audience is, the logistical elements
(the ‘where/when/how’ across the marketing
activities and tactics), touch points, calls-toaction and the response/follow-up elements
Ensure targets are established, relevant
metrics are defined, track the activity to
determine success/failure, appropriate followup processes are in place, etc.

10. How to Develop a Content
Marketing Strategy
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Start with a SWOT analysis
Expand the basic information you previously
collected using the 5 W’s to provide a basic
framework for questions
Determine/finalize your strategy, select the
appropriate channel(s) and type of marketing
activities to ensure maximum exposure and
effective use of your content
Implement your plan

11. Summary
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Content marketing is the process of doing
the necessary customer research, gathering
customer intelligence, developing relevant
content based on that research/intelligence,
developing a marketing strategy and then
deploying/implementing the plan
Follow these steps to make your content
marketing more effective, deliver more
value, help reach more of your intended
target audience and be more successful

12. Tools
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4-D Method
 Due diligence to gather customer
intelligence
 Develop the content
 Develop the strategy
 Deploy the marketing

13. Questions?

14. © Richard Hatheway – 2013
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Email: r_hatheway@juno.com
LinkedIn: www.linkedin.com/in/richardhatheway
Twitter: www.twitter.com/rhatheway
SlideShare: www.slideshare.net/RichardHatheway