8. So how can you plan your Content
Distribution Strategy to best effect?
What are their content
needs?
What formats do they
prefer?
Where do they look for
content?
How can we make them
content distributors?
YOUR AUDIENCE.
YOUR STARTING POINT.
9. Think Value Exchange
“Deliver consistent, ongoing
valuable information to
buyers, and they will
ultimately reward us with
their business and loyalty.”
10. A whole host of channel options
INBOUND
Search
Blogs
Twitter
LinkedIn
Facebook
YouTube
Vimeo
SlideShare
RSS feedsXing AppseBooks
...plus many more
11. The importance of Search
93% of B2B buyers use search to begin the buying process
More links pointing to
your content = better
page ranking
Always optimise your
content to reflect
keywords & phrases
Video assets 56x more
likely to be ranked on the
first page of Google than
standard text
Source: Marketo
Source: Marketing Munch
12. Social Media: Made for content sharing
85% of b2b buyers believe companies should
present information via social networks
Source: Cone, Inc
13. 4 good reasons to distribute content via
Social Networks
1) To increase opportunities to see and engage
2) To promote and encourage sharing of your content –
extending your digital footprint
3) To improve your search performance
4) To influence the influencers
15. Channel Objective Focus Desired outcome
Twitter
[Owned Media]
›Position company as thought-
leader
›Build audience engagement &
dialogue
›Show we are credible
›Keep us front-of-mind
›Share content we generate (blog /
YouTube)
›Share our news / promote events /
case studies
›Share valuable third-party content
(wider blogosphere / media)
›Increase in click throughs to blog /
YouTube / our website
›Increase in Mentions and Retweets
›Increase in followers
Blog
[Owned Media]
›Position company as thought-
leader
›Build audience engagement &
dialogue
›Help shape and guide buyer
strategies
›Provide analysis, opinion and
guidance on key issues, industry and
new developments
›Deliver a rich and engaging
experience wherever possible
›Increase in page views
›Increase in inbound & outbound
links
›Increase in comments
›Increase in sharing of our content
›Increase in search performance on
keywords
Blogosphere
[Earned Media]
›Position company as thought-
leader
›Create and participate in
conversations online
›Show we are credible
›Listening online to identify where we
should be commenting or stimulating
discussion – across established
online media and influential blogs
›Increase in share of voice online
›Increased participation in online
discussions
LinkedIn
[Owned/Earned
Media]
›Leverage professional
networks of our key execs to
open up new conversations
›Keep us front-of-mind
›Integrating blog and Twitter feeds
›Participating in the right online
groups – and stimulating discussion
›Increase in click throughs to blog /
our website
›Increased participation in online
discussions
YouTube [Owned
Media]
›Position company as thought-
leader
›Show we are credible
›Help shape and guide buyer
strategies
›Provide analysis, opinion and
guidance on key issues, industry and
technology developments
›Share our story
›Share client case studies
›Increase in channel views
›Increase in channel subscribers
›Increase in comments
Build a clear strategy for each distribution
channel
17. Facebook: the verdict’s still out
4 reasons Facebook stinks, according to commentator
Chris Koch
Engagement is temporary
Conversation is banal or non-existent
The like button is a blunt instrument
The perception of Facebook as a consumer platform
persists
Facebook for B2B stinks:
It’s official, apparently
Source: Chris Koch
18. The rise of the Professional Network
51% of marketers use it
to distribute content
Source: Digital Buzz
19. Video sharing
75% of senior executives say they
watch work related videos on business-
related websites at least weekly
65% have visited a vendor’s website
after watching a video
Source: Forbes
Source: Google
20. Try it, test it, learn which channels work
for you...
Source: Hubspot
22. Make it easy to share
Use industry standard platforms –
YouTube, Vimeo, Slideshare, Flickr
Always include sharing buttons online
and in PDFs
But make it interesting and compelling
enough that they want to share it!
Case example:
30,000 page views
200+ blogs
23. Time to go mobile?
Nearly 50% of
people access the
internet through a
mobile device
1 in 4 employees
use personal
smartphones at
work
Source: BBC
Source: ITPro
24. Where to start?
Google Analytics – tells
you the mobile devices
and platforms being used
Make your content
mobile friendly – from
PDF to App
Get smart about your use
of mobile... Location-
based search? AR apps?
25. And another important channel...
Your sales force
90% of marketing
deliverables are
not used by sales
Only 7% of IT services
companies are seen by their
customers as ‘strategic
partners’
•Need to show industry
knowledge
•‘Think for me’, not just ‘do for
me’: guidance not plumbing
•Need an opinion, an angle, a
point of view, a vision of what’s
next....
Source: New Rules of Sales Enablement
28. Then we decided it could be so much
bigger...
Our objectives:
Raise Earnest’s profile and put our agency firmly on the map
Use the video as a potential showreel to demonstrate both our
strategic and creative prowess
Optimise our online presence and increase our search
performance
And optimistically, generate new business opportunities
30. Spreading the word
YouTube branded channel
Twitter
Targeted approaches to key commentators and influencers
LinkedIn – embedding the video into our profiles
Facebook
PR – free online news wires
Blog comments
31. Beyond all expectations...
Targets:
1,000 video views in 6 weeks
30% increase in Twitter
followers
20% increase in average site
visits
20% increase in inbound links
2 new business opportunities
Results (6 weeks later):
6,500 video views
42% increase in Twitter
followers
30% increase in average site
visits
87% increase in inbound links
2 new business opportunities
Plus
Over 90 mentions on Twitter,
extensive media coverage and
improvements in natural search
32. What we learnt...
Video wins out over text based content any day
CIOs do block YouTube – so distribute your videos
across a number of platforms
Influencing the influencer amplifies your reach
We’re still not sure about Facebook
Joining the dots adds a whole lot of momentum to your
activity
33. If there are only 5 things
you remember today...
34. The big 5
Never lose sight of your audience
Inbound AND outbound
Build your digital footprint
Measure, make mistakes, learn, refine
Great content will win the day!