This document discusses Schneider Electric's implementation of a content marketing strategy across its large B2B enterprise. It outlines the challenges of transforming from traditional to modern content marketing in a large company. The strategy involved creating an editorial board, integrating content, social media, and PR, and using pilots to test the approach. Key aspects included focusing on "Big Rock" content, repurposing existing content, and using a framework of owned, paid and earned media to amplify the content. The goal is to position Schneider Electric as a thought leader and demonstrate its technical capabilities to customers through educational content.

1. Implementing Content Marketing strategy in a
large B2B enterprise
The Case of Schneider Electric content marketing approach
Confidential Property of Schneider Electric
Presented by:
Giuseppe Caltabiano, VP Marketing Integration – Content, Social Media, PR Strategy, Schneider Electric
@giusec, www.giusec.org

2. Meet Giuseppe Caltabiano
@giusec
giusec.org
Confidential Property of Schneider Electric |
Vice President, Marketing Integration - Content, Social Media, PR strategy
IT Division, Schneider Electric

3. • 3 Takeaways
• The challenge for large B2B enterprises
• The first steps, the process, the editorial board
• Integrating Content, Social Media, PR
• “Big Rocks” and “Turkey Slices”
• The role of pilots
• Internal Comms and the challenge with
distribution
• Mar-tech
• Next steps
Outline
Page 3Confidential Property of Schneider Electric |

4. Today’s Topics and takeaways
Content Marketing strategy in a large B2B enterprise
• Insight on a transformation from a
traditional marketing to a modern
content marketing strategy in a large
B2B firm
• Case history on a seamless
integration of content, social media
and PR with a complex martech
infrastructure behind
• The challenge of going with pilots.
Highlights, lowlights and lesson
learned.
Page 4Confidential Property of Schneider Electric |

5. Schneider Electric: a global specialist in Energy Management
and Efficiency technology
Balanced geographies – FY 2015 revenues
€26.6 billion
FY 2015 revenues
43%
of FY revenues as
Solutions
5%
of FY revenues
devoted to R&D
43%
of FY revenues in
new economies
Four integrated and synergetic businesses
– FY 2015 revenues
27%
North
America
18%
Rest of
the World
26%
Western
Europe
29%
Asia-
Pacific
45% 21% 20% 14%
IndustryBuildings & Partner Infrastructure IT
Page 5Schneider Electric – Investor Relations
Extract from Full Year 2015 Results presentation

6. Page 6Schneider Electric – Investor Relations

7. B2B = still Boring to Boring?
Content Marketing strategy in a large B2B enterprise
• Historically B2B required a more rational approach
• New technologies and new channels (social media) are
changing the way B2B companies approach clients
• Content Marketing has been adopted by B2B companies at
faster speed than B2C
Page 7Confidential Property of Schneider Electric |

8. B2B vs B2C - Content Marketing tactics
Content Marketing strategy in a large B2B enterprise
Page 8Confidential Property of Schneider Electric |

9. The case for change (in a large enterprise)
Content Marketing strategy in a large B2B enterprise
• Increase Marketing Opportunities
• Simplify the content creation and management
process
• Integrate Content, PR, Social Media
• The most innovative companies have merged social, content and PR
• Redefine content production ecosystem
• Improve geographical distribution and amplification
• Focus global on content creation and local on activity/content
amplification
• Measure our success
Page 9Confidential Property of Schneider Electric |

10. Project Timeline for Schneider Electric Content Marketing (IT Division)
Page 10Confidential Property of Schneider Electric |
2017
Today
Aug Oct Dec 2016 Apr Jun Aug Oct Dec
Project starts, Assessment
Aug 31
New documented Content Mktg
Process/Strategy in place
Oct 15
New unified Ed Board starts its
journey
Nov 16
Content Marketing Pilots start
Jan 1
Big Rock launch
Sep 1
New Content Hub live?
Oct 1
CMP?
Nov 1
Aug 1 Dec 31Content Marketing Journey
Aug 1 Phase 1: Process & Change Mgmnt Dec 31
Jan 1 Sep 1Phase 2: Pilots
Sep 1 Dec 31Phase 3: Big Rocks launch

11. Persona types
Content Marketing strategy in a large B2B enterprise
Page 11Confidential Property of Schneider Electric |
IT Professional
C-level Colo
DC Professional
Plant / Facility Mgr
IT Reseller

12. (Multi) Content Hub Strategy
Content Marketing strategy in a large B2B enterprise
Listen Explore
Inquire and
consult
Purchase Get delivered
Operate &
Maintain
Get connected
and optimize
Page 12Confidential Property of Schneider Electric |
Awareness Consideration
Purchase/Accelerate
Business
Retain Customers
Customer
Journey
Cycle
Be seen as thought leader in
the industry
Demonstrate benefits of our
value prop
Objectives Proof our technical
capabilities and solutions
Transform customers in
ambassadors
Content purpose Attract Educate Build Trust Engage
Content Mktg Hub for professionals in
early phase of buyer journey
SE BlogNew Hub
SE.com

13. Confidential Property of Schneider Electric |
Martech and Our Content Strategy
Content Marketing strategy in a large B2B enterprise
ONE
Content
Editorial
Board
Publish ONE
Content Calendar
Content creation
PARTNER ECOSYSTEM
INTERNAL RESOURCES
DC SCIENCE CENTER Owned Media
Paid Media
Earned Media
Input, Strategy & Planning Creation Amplification
Geographical
distribution
Distribution MeasurementConversion/Nurturing
Content Marketing Platform

14. Blog at the core of our Content Marketing strategy
Content Marketing strategy in a large B2B enterprise
• WordPress
• Our most successful content hub since 2011
• 4,019,659 all time blog views
• Average blog generates +4,000 views and
+150 shares per post (LI, Twitter, FB)
• IT Division Data Center blog count as +50%
of overall traffic and content
• 22 active int and ext bloggers
• 0.24% to 0.6% response conv rate
Page 14Confidential Property of Schneider Electric |

15. “Big Rocks” & “Turkey Slices”: 2 Content Marketing analogies
Content Marketing strategy in a large B2B enterprise
“Big Rock” is Highly valuable content. Big Rock is a
substantial piece of content based on the idea of
becoming the definitive guide to a conversation
that you want to own
“Thanksgiving analogy”: the idea is to look for
opportunities to repurpose content that you
already have (as you’re repurposing thanksgiving
food for some time…)
Page 15Confidential Property of Schneider Electric |

16. Page 16Confidential Property of Schneider Electric |
“Even the best content won’t promote itself”
Jason Miller, LinkedIn

17. Page 17Confidential Property of Schneider Electric |
POEM: Paid drives to Owned which drives to Earned Media
Content Marketing strategy in a large B2B enterprise

18. Our Content Framework
Content Marketing strategy in a large B2B enterprise
Blog Traffic
TWITTER SHARES FACEBOOK SHARESLINKEDIN SHARES
(Even More)
Blog Traffic
Ppt on Slide Share
Customer
Testimonial
Webinar
“Meet the Expert”
video
GATED CONTENT
(WPs, E-BOOKS, ETC.)
MARKETING OPPS $
eNEWSLETTER +
PAID MEDIA
Earned
Media
SEO/KEYWORDSTRATEGY
Paid Media
Owned
Media
Owned
Media
“Big Rock”
content

19. • Content marketing success takes time. It’s not a
campaign with a start and stop date
• Budget, processes and approvals might bring your
content marketing initiative to failure
• Set up the pilot as a test, and then, if it’s
successful, roll ahead with the series
• If your sales cycle is typically nine months,
deploying a content marketing pilot across one
quarter will not demonstrate the results the program
can achieve
Page 19Confidential Property of Schneider Electric |
The Role of Pilots in Large Enterprises
Content Marketing strategy in a large B2B enterprise

20. “IT Division Content Strategist” Internal Newsletter
Content Marketing strategy in a large B2B enterprise
Page 20Confidential Property of Schneider Electric |
• Result of cooperation with Internal
Comms
• Every 2-3 weeks
• Target SMMs and ITB Field Mktg
• Link to calendar
• Includes links to content: blog
posts, visuals, PR, launch content,
etc.
Editorial
Documented
Strategy and Tools
Highlighted
Content list

21. Conclusions and Next Steps
Content Marketing strategy in a large B2B enterprise
• 2015 was a year of listening and change management;
2016 is a baseline and execution year
• We do have business case for change
• Our content strategy is clear and documented
• Pilots are a must in large enterprises
• Content doesn’t promote itself – distribution and
amplification are critical to the success
• A new set of tool will improve distribution and enable
countries with local content planning
Page 21Confidential Property of Schneider Electric |

22. Page 22Confidential Property of Schneider Electric |

23. Questions? Thank you!
Content Marketing strategy in a large B2B enterprise
Page 23Confidential Property of Schneider Electric |