The document discusses best practices for content marketing in B2B industries. It presents results from a survey that found most firms' content marketing is not very effective. Common obstacles included lack of senior management buy-in, budget, and skilled internal resources. It then profiles the content marketing strategy of Resilience, an award-winning publication by Willis Towers Watson, as an exemplar. Resilience demonstrates thought leadership, client focus, and forward thinking. Both internal and external stakeholders highly value its content and find it enhances Willis Towers Watson's credibility.

1. BEST-PRACTICE
THOUGHT LEADERSHIP
B2B INPROF, 25 FEBRUARY, 2016
ANDREW ROGERSON / GRIST
NATHAN HAMBROOK-SKINNER / WILLIS TOWERS WATSON

2. 02Grist / Content with purpose gristonline.com
Today’s agenda
• A framework for best practice
• Results of Grist’s snap survey
• A look at an award-winning example, Resilience
• What success looks like

3. 03Grist / Best-practice thought leadership B2B InProf
How effective is your firm’s content
marketing programme?
Source: Grist PM Forum snap survey February 2016
Very effective 5Not at all effective 1
Rating of 2
Rating of 3 Rating of 4
13%
37%
8%
6%
37%

4. 04Grist / Best-practice thought leadership B2B InProf
0 10 20 30 40 50
What are the main obstacles to content
marketing success?
Buy-in from senior management
Budget
Availability of skilled Internal resource / expertise
Undefined processes
Lack of proof of concept
Source: Grist PM Forum snap survey February 2016
19%
50%
38%
21%
13%

5. 05Grist / Best-practice thought leadership B2B InProf
Do you create content that clients really
want to engage with?
Source: Grist PM Forum snap survey February 2016
We know clients’ issues and produce
engaging content that addresses their pains
Don’t know
We struggle with the right topics to cover
We tend to write what the partners want to write
about rather than what clients want to read
We probably cover the right issues but our
content is not particularly engaging
2%
15%
33%
31%
19%

6. 06Grist / Best-practice thought leadership B2B InProf
The content marketing sweet spot
CONTENT MARKETING SWEET SPOT...
INTELLIGENT CONTENT WITH PURPOSE
YOUR CLIENTS’
ISSUES,
OPPORTUNITIES
AND
CHALLENGES
YOUR
EXPERTISE,
CAPABILITIES
ANDCREDIBILITY
75%93%
93% of B2B marketers connect their content to SERVICES
while 75% of B2B clients turn to content for IDEAS
Source: Economist Intelligence Unit Survey, What do B2B
marketers do vs What do senior executives want

7. 07Grist / Best-practice thought leadership B2B InProf
We have a fully documented
content marketing strategy
Don’t know
We don’t have a content
marketing strategy at all
We have a content marketing
strategy but it is not documented
Which of the following best describes your
organisation’s content marketing strategy?
Source: Grist PM Forum snap survey February 2016
37%
44%
13%
6%

8. 08Grist / Best-practice thought leadership B2B InProf
Setting the agenda – leading the debate
PROSPECTSYOUR
ORGANISATION
INFLUENCERSMARKET
RESEARCH
CLIENTSEXTERNAL
EXPERTS
ENGAGEUNDERSTAND
INFORMCHALLENGE
INFLUENCEVALIDATE
Your goals,
expertise,
competitive
differentiation
Insightful
analysis of
your target
market
CONTENT
MARKETING
PROGRAMME

9. 09Grist / Best-practice thought leadership B2B InProf
Which of the following editorial tools do you
use?
0 10 20 30 40 50
Client personas
A detailed plan/template for each content type
Content calendar
Article briefs
Editorial style guide
Analytics
None
Source: Grist PM Forum snap survey February 2016
38%
44%
46%
44%
37%
42%
17%

10. 10Grist / Best-practice thought leadership B2B InProf
Editorial process
DESIGN,
SUB AND
PROOF
FINAL
DRAFT
7 8 9
CONTENT
MARKETING
PLAN
EDITORIAL
MEETING
ARTICLE
BRIEF
BRIEF
WRITER
INTERVIEW
CLIENTS
AND
PARTNERS
FIRST
DRAFT
1 2 3 4 5 6
DOES IT MEET
THE BRIEF?
NONO
PUBLISH

11. 11Grist / Best-practice thought leadership B2B InProf
We know the channels our clients
frequent and use them systematically
We typically use the same
channels as we always have
We have a rough idea of the channels
our clients use but tend not to test
We don’t know which channels our
clients use but test frequently
Our understanding of media consumption
Source: Grist PM Forum snap survey February 2016
17%
27%
19%
37%

12. 12Grist / Best-practice thought leadership B2B InProf
Widespread distribution
OWNED
• Corporate websites
• Social media company pages
• Email marketing
• Print publications
• Events
PAID
• Search engine advertising
• Social media paid promotion
• Content recommendation engines
• Native advertising / advertorials
• Sponsorship / advertising
EARNED
• Media relations
• Stakeholder relations
• Influencer relations
• Blogger outreach
• Partnerships
SHARED
• Social media activity
• Referral programmes
• Client meetings
• Conferences
SHARED EARNED
OWNED
Microsites
Magazines Tweets
Reports
Infographics
Webcasts
Videos
Blogs Apps
ASSETS
Presentations
PAID
CONTENT
Original, insightful, authoritative
content that differentiates
your brand and helps
your clients

13. 13Grist / Best-practice thought leadership B2B InProf
We have a defined strategy for all of
our content and measure accordingly
We have no measurement in place
We have no clear strategy for our
content but are strong on analytics
We have a defined strategy for all of our content
but are not so strong on measurement
Obvious areas for improvement
Source: Grist PM Forum snap survey February 2016
44%
31%
12%
13%

14. 14Grist / Best-practice thought leadership B2B InProf
Measurement
• Audience doesn’t
recognise (or
acknowledge) that
there is a problem
or opportunity
• A need is
recognised and the
prospect is actively
researching
potential solutions
• A solution has
been identified
and the user is
now comparing
potential suppliers
• The user has
contacted a
shortlist of
potential suppliers
and has committed
to take action
• Following a
successful
engagement, the
client is happy to
recommend you
to others
• Blogs / News
• Articles /
Viewpoints
• Reports /
Whitepapers
• Case studies
• Service
descriptions
• Staff biographies
• Bid documents
• Corporate
brochures
• Newsletters
• Alumni groups
• Is it effective?
Do users take
the desired
action after?
• Is it good?
Topical?
Frequent?
Authentic?
Interactive?
• Is it effective?
Do users take
the desired
action after?
• Is it good?
Rigorous?
Practical?
Insightful?
Visual?
• Is it effective?
Do users take
the desired
action after?
• Is it good?
Client-focused?
Benefit-led?
Real?
Approachable?
• Is it effective?
Do users take
the desired
action after?
• Is it good?
Personal?
Compelling?
Honest?
Inspirational?
• Is it effective?
Do users take
the desired
action after?
• Is it good?
Inclusive?
Genuine?
Value-adding?
AWARENESS RESEARCH COMPARISON ACTION ADVOCACY
CLIENTPROBLEM/
OPPORTUNITY
CONTENTMEASUREMENT

15. 15Grist / Best-practice thought leadership B2B InProf
Resilience

16. 16Grist / Best-practice thought leadership B2B InProf
Demonstrating forward thinking
• Explores an emerging and critical area for clients
• Forward-looking predictions
• Demonstrates expertise on more intangible/
systemic risk
• Digital unbundling
• Single print article is 3 online articles

17. 17Grist / Best-practice thought leadership B2B InProf
Demonstrating thought leadership
• Visionary QA with a senior stakeholder
• Topical content
• Bold thought provoking opinions
• Demonstrates Willis knowledge of broad
industry trends
• Strong professional photography

18. 18Grist / Best-practice thought leadership B2B InProf
Demonstrating client focus
• Put the client first
• Use of infographics
• Analysis of audience challenges aligned with
product-based solutions
• Digital amplification

19. 19Grist / Best-practice thought leadership B2B InProf
Reader research highlights
35,000
12,000
UNIQUE USERS
HAVE VISITED
RESILIENCE
WEBSITE SINCE
LAUNCH
COPIES OF EACH
ISSUE OF THE
MAGAZINE ARE
DISTRIBUTED
WORLDWIDE
THREE YEARS AGO WE WERE
NOT KNOWN FOR THOUGHT
LEADERSHIP AND IT WAS
DIFFICULT TO SAY WHAT WILLIS
STOOD FOR – RESILIENCE HAS
BEGUN TO CHANGE THAT. IT
SHOWS WILLIS AS A TRULY
CONNECTED GLOBAL COMPANY,
WITH A PERSPECTIVE AND
VIEW OF THE FUTURE.”
JIM BLANEY,
CEO, WILLIS HUMAN CAPITAL PRACTICE
124%
MORE TRAFFIC FOR
OCTOBER ISSUE,
COMPARED WITH
PREVIOUS
SESSIONS/
MONTH
5400
RESILIENCE ACTIVITY
ON TWITTER AND
LINKEDIN HAS
RESULTED IN
535 LIKES AND
SIGNIFICANT
GROWTH IN
IN-COMING TRAFFIC
FROM SOCIAL
SAY RESILIENCE ADDRESSES
IMPORTANT ISSUES
AFFECTING THEIR BUSINESS
AND DEMONSTRATES HOW
WILLIS CAN HELP
79%
CLIENTS
SAY RESILIENCE ENHANCES
WILLIS’S CREDIBILITY AS A
GLOBAL RISK ADVISORY, RE/
INSURANCE BROKING, AND HUMAN
CAPITAL AND BENEFITS FIRM
91%
INTERNAL STAKEHOLDERS

20. 20Grist / Best-practice thought leadership B2B InProf
What do external stakeholders think?
SUPER ADVOCATES
Almost two thirds of external stakeholders are Resilience
‘super advocates’: they highly value the content and act upon it
A substantial segment (60%) ‘agree strongly’ with the key brand
statements:
• ResiliencedemonstratesthatWTWunderstandsawiderangeofrisks
andhowtoeffectivelymanagethem
• ResilienceenhancesWTW’scredibilityasaglobalriskadvisory,
re/insurancebroking,andhumancapitalandbenefitsfirm
They are also more likely to take action…
100% saytheyuseinformationtodotheirjobbetter(average=67%)
71% saytheysharearticleswithcolleaguesorfriends(average=50%)
29% saytheycontactWTWforfurtherinformation(average=17%)
The ‘super advocates’ are from a broad cross section of sectors and regions.
ACTION AFTER READING AN ARTICLE ON THE WEBSITE
Click throughto otherarticles
Sharethearticlewithacolleagueorfriend
Subscribeto theResiliencee-newsletter
Contact inany otherway
0 10% 20% 30% 40% 50% 60% 70%
69%
46%
36%
8%
ACTION AFTER READING RESILIENCE MAGAZINE
Useinformationcontainedinit
Shareanarticlewithacolleagueorfriend
Visit theResiliencewebsite
Conduct follow upresearch
Contact for furtherinformation
Signupto attendanevent
0 10% 20% 30% 40% 50% 60% 70%
67%
50%
44%
33%
17%
6%
I RECENTLY READ THE AUTUMN ISSUE OF
RESILIENCE WHICH I FOUND REFRESHINGLY
INTERESTING AS AN INSURANCE PUBLICATION
AND ONE THAT REALLY OFFERS NEW IDEAS
AND FRESH PERSPECTIVE.”
CORPORATE CLIENT, NEW ZEALAND

21. 21Grist / Best-practice thought leadership B2B InProf
What do internal stakeholders think?
GREAT THOUGHT LEADERSHIP AND POINT
OF VIEW FOR WTW. IT HELPS MOVE
WILLIS UP THE FOOD CHAIN.”
JULIAN ROBERTS,
MANAGING DIRECTOR, ALTERNATIVE RISK TRANSFER SOLUTIONS (RISK ANALYTICS), WTW
IT’S NOT EASY TO TURN SCIENTIFIC AND
TECHNICAL INFORMATION INTO ACCESSIBLE
MATERIAL, BUT IT’S VERY IMPORTANT. RESILIENCE
ACHIEVES THIS TRANSLATION, WITH ITS STYLISH
DELIVERY OF A BROAD RANGE OF CONTENT.”
GEOFF SAVILLE,
WILLIS RESEARCH NETWORK NATURAL HAZARDS HUB LEADER, ANALYTICS TECHNOLOGY, WILLIS
THE JOURNALIST DID AN EXCELLENT
JOB. HE WAS VERY PROACTIVE AND
CREATED A PAIN-FREE,
COLLABORATIVE PROCESS.”
JAGDEV KENTH,
DIRECTOR OF RISK REGULATORY STRATEGY, FINANCIAL INSTITUTIONS GROUP, WTW
AT AON THEY USED TO SPEND A LOT OF MONEY
ON CREATING GOOD THOUGHT LEADERSHIP, BUT
RESILIENCE IS BETTER. WTW IS RAISING THE BAR
AND CLIENTS DO NOTICE THESE THINGS.”
CIARÁN HEALY,
DIRECTOR OF CONSULTING, WTW GLOBAL CAPTIVE PRACTICE
THE MARS INCORPORATED RISK MANAGEMENT TEAM BELIEVED
THE DONNY QUESENBERRY INTERVIEW WAS ONE OF THE
BETTER ARTICLES THEY HAVE RECENTLY SEEN. SUBSEQUENTLY,
WE SHOWED THE ARTICLE TO BTG PLC (PHARMACEUTICAL) AND
THE RISK MANAGER ASKED HOW HE COULD GET INTERVIEWED
FOR WTW PUBLICATIONS IN THE FUTURE.”
PAUL MERLINO,
MANAGING DIRECTOR, GLOBAL SOLUTIONS (INTERNATIONAL), WTW
IT’S GREAT FOR KNOWLEDGE-
SHARING WITHIN WTW.”
ALICE UNDERWOOD,
HEAD OF ANALYTICS, WILLIS RE NORTH AMERICA

22. 22Grist / Best-practice thought leadership B2B InProf
Website reach, influence and results
Sessions/month
USER
SESSIONS
UP 129%
SINCE LAST
ISSUE
I SEND ARTICLES TO CLIENTS/
PROSPECTS IN ADVANCE OF
MEETINGS OR TENDERS TO
DEMONSTRATE CREDIBILITY AND
DIFFERENTIATE WILLIS FROM OUR
COMPETITORS.”
CIARÁN HEALY,
DIRECTOROFCONSULTING,WILLISGLOBALCAPTIVEPRACTICE
All channels are
generating more traffic,
but especially referred
which has
increased by over 270%
due to greater integration
with willis.com
WEBSITE PERFORMANCE SINCE LAUNCH
0
500
1000
1500
2000
2500
3000
LAUNCH
2012
OCT
2013
APRIL
2014
JAN
2015
MAY
2015
OCT
2015
APRIL
2013
Social media
Direct / email
Direct
Referred
Search
32%
14%
24%
30%
OCTOBER 2015
Socialmedia
Direct / email
Referred
Search
39%
15%
14%
32%
MAY 2015

23. Headline
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Contact
Andrew Rogerson
andrewrogerson@gristonline.com
M: 020 7434 1445
www.gristonline.com
23Grist / Best practice content marketing PM Forum