The document provides guidance on creating a successful content marketing strategy for large B2B enterprises. It discusses defining the strategy and case for change, aligning content with business goals, creating personas, mapping the buyer journey, developing "big rock" flagship content, measuring ROI, and piloting the strategy before global rollout. The key aspects are developing a content ecosystem and editorial board, focusing on high-quality content that engages the top 10% of audiences, and promoting this content across distribution channels.

1. How to create a successful content marketing strategy in a
(large) B2B enterprise
Confidential Property of Schneider Electric
Integrated Live, 16-17 November, London
Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric

2. 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 2Schneider Electric – Investor Relations
Extract from Full Year 2015 Results presentation

3. A story is successful when we feel fulfilled and
it becomes OUR experience

4. Page 4Confidential Property of Schneider Electric |
Content Marketing is the process of developing & sharing
relevant, valuable and engaging content to target audience
with the goal of acquiring new customers or increasing
business for existing customers.

5. Page 5Confidential Property of Schneider Electric |
The essence of Content Marketing is to help your Customers
find the information they need (in relationships to the products
and services you offer).
Pam Didner
Content Marketing Strategist and Author

6. • Historically B2B has required a more rational
approach
• New technologies and content distribution channels
are changing the way B2B companies approach
clients
• Content Marketing is facilitating the convergence
between B2B and B2C
• Content Marketing has been adopted by B2B
companies at faster speed than B2C
B2B = still Boring to Boring?
Content Marketing Strategy for B2B
Page 6Confidential Property of Schneider Electric |

7. Start the Content Marketing Journey
Build the Strategy Execute Go Global

8. Page 8Confidential Property of Schneider Electric |
Define the Case for Change
(and gain management buy-in)

9. Content Marketing Strategy for B2B
Business Alignment and Mission Statement
• Content Marketing is part of a wider
Marketing Plan and has to be aligned
with Business priorities and
company’s brand strategy
• Content Marketing wants its own
mission statement
• Your Content Strategy has to be
documented
Page 9Confidential Property of Schneider Electric |
We provide relevant content to help Data
Center Professionals simplify the process of
assessing, planning, designing, building and
operating data centers.
Insights, Inspiration and Connections to
grow your business.
Content Loop is providing the latest news and
insights to help business and IT decision
makers stay up to date with the latest news.
AMEX OPEN FORUM
SCHNEIDER ELECTRIC DATA CENTER
CAPGEMINI CONTENTLOOP

10. The Editorial Board and the Content Ecosystem
Content Marketing Strategy for B2B
• ONE Content Editorial Board
is the place where all things
happen.
• You need to put in place a
“content production ecosystem”
• A good balance between
internal and external content
creator
Page 10Confidential Property of Schneider Electric |

11. Page 11Confidential Property of Schneider Electric |
Persona Definition is the foundation of Content Marketing

12. Buyer Journey and Content Mapping
Page 12Confidential Property of Schneider Electric |

13. 4 amazing examples of Content Mktg
Page 13@giusec
Content Loop, Cap Gemini Txchnologist, GE
StarWars microsite, LEGODestinations, Lonely Planet

14. Blogs are at the core of our Content Marketing strategy
Content Marketing Strategy for B2B
• WordPress technology
• Our most successful content hub since 2011
• IT Division Data Center blog count as 20% of overall
traffic and content (22 active int and ext bloggers)
Page 14Confidential Property of Schneider Electric |
Data Center blog
Certainty in a Connected World blog

15. Build the Strategy Execute Go Global

16. “Content Strategy comes first. Social Media and
Distribution Strategy will follow.”
- me

17. Page 17Confidential Property of Schneider Electric |
The YAY-BOO! Scale Content Dist Channels and Social Media
Content Marketing Strategy for B2B
YAY!
BOO!
(B2B version)
“It’s not the best content that win:
its the best promoted content”
- Andy Crestodina, Orbit Media

18. Page 18Confidential Property of Schneider Electric |

19. The Content Marketing “Power Law”
Content Marketing Strategy for B2B
Page 19Confidential Property of Schneider Electric |
UniquePageViews
Pages
• More content doesn’t get more
results
• Top 10% of your posts are your
“big rocks” content
• The concept of the
“Atomization” of content
• If your content calendar is
holding you to production goals,
you’re doing it wrong.
The top 10% of posts (content) got more
pageviews than the next 90% combined
Our “Big Rock” Content

20. Page 20Confidential Property of Schneider Electric |
Download

21. Introducing the “Big Rock” content framework
Content Marketing Strategy for B2B
Page 21Confidential Property of Schneider Electric |
Snackbytes
eDM
Blog posts
Big Rock
Social Media - Twitter
Byline pitch
Banners
Social Media - Sprinklr
Customised for each country

22. Big Rock content release plan
IT Division Content Marketing: Overview
Page 22Confidential Property of Schneider Electric |
Now- Released End of 2016-2017
Planning & Design
IoT Business Report
Colocation Report
Data Center Consolidation
Managed Services
Healthcare Business Continuity

23. Page 23Confidential Property of Schneider Electric |
Content Marketing is ALWAYS ON

24. How our figures are changing – 11 months later
Content Marketing Strategy for B2B
Page 24Confidential Property of Schneider Electric |
1st
DC 1st category of SE
blog with 20% of traffic
+15.62%
Blog Page Views
+9.69%
Average Time on Page
3-5%
Conversion Rate
(downloads/pageviews)
+18.57%
Blog Unique Visitors
5
Country pilot programs
All numbers YoY
3
New blog sites in 2017
(APC, Australia, Spain-LAM)
+15%
Twitter Followers
(it was 10% in 2015)
~900
Downloads in 6 months
51%
Int’l Audience for SE blog
(outside US)

25. 0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
Big Rock 1 Big Rock 2 Big Rock 3 Big Rock 4 Average White Paper Average eDM Average Advert
Big Rock - Conversion Rate
Page 25Confidential Property of Schneider Electric |
“Big Rock” content performance (chart)
Content Marketing Strategy for B2B
5.1%
2.9%
4%
1.2% 1.0% 0.4-5% 0.2-3%
Industry Average

26. Measure ROI of Content Marketing by Objective
Content Marketing Strategy for B2B
Page 26Confidential Property of Schneider Electric |
Reach Engage RetainConvert
All numbers YoY
Share of Conversation
Organic Search
Un-branded Search
Page views
Engagement
Time on Site
Downloads
Leads
Conversion rate
Marketing Gen Opportunities
Subscriptions
Upsells

27. Build the Strategy Execute Go Global

28. Page 28Confidential Property of Schneider Electric |
Content marketing success takes time. Set up a pilot program
as a test, and then, if it’s successful, roll ahead with the series

29. Introducing: the Big Rock guidelines!
Page 29Confidential Property of Schneider Electric |
Audience
It’s the Ultimate Big Rock
Overview
Turkey Slices and where to
find them
Where to find content
Suggestions on timeline and
sequencing
How to gate content
SEO/SEM keywords

30. Conclusions
Content Marketing Strategy for B2B
• This is the death of the “One Dimensional Marketer”
• There are no hidden secrets in Content Marketing. You just
need to make things happen.
• Content Marketing takes time
• The “Content Marketing Power Law” is always valid
• Content Marketing & “Big Rock” content works
• Define strategy and process, execute, pilot, go global
Page 30Confidential Property of Schneider Electric |

31. Some references
Page 31
@giusec