A presentation from London marketing consultancy Pink Mingo: 1. Why content still reigns supreme 2. What works in terms of content tactics and delivery 3. 2017 content trends 4. Examples of good content Enjoy!

1. B2B CONTENT STRATEGY
ELIZABETH LICHTEN
PINK MINGO

2. I won’t teach you to suck eggs.
I’ll show you:
1. Why content still reigns supreme
2. What works in terms of content
tactics and delivery
3. 2017 trends, some disruptive, some
merely evolving
4. Fantastic examples of good content
I’ll give you ideas about what you want
to implement tomorrow, to really light a
fire in the belly of your content.

3. Content is to B2B what
packaging is to FMCG.
It’s the wrapper,
The differentiator
and the delivery vehicle.

4. We all have a preference
between Coke and Pepsi.
Even though without their packaging,
most people can't really tell the
difference taste wise.
What they do is the same:
“we make syrup flavouring for soda
water.”

5. Or in the case of B2B…
We are a one stop shop
We are specialists
We have global coverage
We have local expertise
We care
We are innovative
We aren’t like the others

6. So 88% of B2B marketers use content
marketing in their marketing strategies,
because:
CONTENT creates standout on the
shelf
We can’t just say we are innovative, or
global or the best.
We have to demonstrate it.

7. Content still
reigns supreme

8. People find you
People remember you
You get more for less

9. People find you
People remember you
You get more for less

10. People find you
People remember you
You get more for less

11. What works
best?

12. “Content marketing is the marketing and business process
for creating and distributing relevant and valuable content to
attract, acquire, and engage a clearly defined and
understood target audience – with the objective of driving
profitable customer action.

13. Identify
and
segment
audience
Identify
content
themes
Expertise
Interest
Opinion
Identify
channels
Share

14. Identify
and
segment
audience
Identify
content
themes
Expertise
Interest
Opinion
Identify
channels
Share

15. TIP
Your segmentation may be as complex as “female decision makers
under 40” – or as simple as “those accessing the site using mobile”.
Consider what insights the information you have and what it tells you
about what content theme and delivery might be appropriate

16. Identify
and
segment
audience
Identify
content
themes
Expertise
Interest
Opinion
Identify
channels
Share

17. QUESTION
Where are you expert?
What are you interested in?
Where do you have a credible point of view?

18. CASE STUDY
American Express did a fantastic campaign around expense
management and technology.
They developed a content hub featuring original research, blog posts,
listicles, infographics and event presentations, and achieved
impressive results:
 1,500+ page visits
 100% higher engagement rate on LinkedIn than Financial Services
benchmark

20. Identify
and
segment
audience
Identify
content
themes
Expertise
Interest
Opinion
Identify
channels
Share

22. CREATE ONCE PUBLISH EVERYWHERE
 Identify and segment audiences
 Identify and flesh out themes
 Commission or leverage existing
research
Curate into white paper(s)
Develop white papers into HTML e-flyers
Develop further into invites
Run events
Commission into advertising
Push through social media
Support in digital media
Develop
compelling
report
* With thanks to Frank, Bright & Abel

23. 2017 trends

24. 2017 trends
:brand experiences.

25. CASE STUDY
Dior’s flagship store on New Bond Street aims to give an ‘offline’ brand
experience…
“Face-to-face, the seduction is different”.
There are luxuriously comfortable sofas, artwork and excellent
customer service – they are distilling the essence of Dior.

27. CASE STUDY
The idea behind the LIVE launch of the Future of Work edition of
Capital Watch, was to unpack the thought leadership themes.
The event gave readers the chance to question the contributors, get
hands on with the technology discussed in magazine and recieve their
exclusive early copy of the magazine.
To complete the brand experience, the event took place in an
exhibition space focused on the future of work…

29. CASE STUDY
Silvertown in London’s Royal Docks will be the culmination of the brand
experience trend.
A regeneration project creating spaces for organisations to showcase
and share, a place to test and try out.

31. 2017 trends
:moving image.

32. According to Forbes “Brands that fail to
incorporate visuals and videos will be left by
the wayside.”
Think video,
Think Livestream
Think virtual and augmented reality

33. TIP
Stuck for ideas?
• Consider an explainer video, how does your product solve a
problem?
• Or a quick video on your services that can sit on your email
signature or in a follow-up to a client meeting
As the second largest search engine YouTube is the obvious place to
publish your video, but consider where else, for example you can add
video to your LinkedIn Profile Page.

34. 2017 trends
:embrace automation
and disruption.

35. Dive in to creating fantastic content
Automate everything else

36. TIP
Free up time chasing senior people to share content, use Amplify.
Amplify is a Hootsuite employee advocacy tool allowing curated
content can be shared at the touch of a button.
Considering your content gets 24 x more re-shares when employees
share content over when the company does, Amplify can quickly and
dramatically expand your reach.

37. 2017 trends
:people first.

38. Something that hasn’t changed in the
face of all this automation:
People buy from people.
Marketing should connect humans to
brands, and ideally humans to humans.
Think thought leadership
Personalisation
Bespoke reports
Interactivity

39. Key take aways

40. Good content helps people find and remember you
It gives you more bang for your buck
Use automation to free up time to create great content
Make your content visual and engaging
Deliver that great content through a range of channels
Consider how you might deliver a brand experience
How can that brand experience be personal?

41. Simple steps.
But it this noisy world, they’ll
ensure you stand out on the
shelf.