B2B Content Marketing
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From blank sheet of paper to results, this content marketing model can be deployed for any B2B campaign. Here's how to get started.
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B2B Content Marketing
- 1. CONTENT MARKETING POWERED BY MI 3
- 2. THE SHIFT IN B2B MARKETING WHY CONTENT MATTERS MORE THAN EVER Sales dominated One-way, single channel, relationship driven Marketing plays critical role Internet driven, analytics driven
- 3. B2B BUYER DYNAMICS NEW CUSTOMER EXPERIENCE BUYER NOW IN CONTROL THEY ACT LIKE A DIGITAL NATIVE SHARE A GOOD OR BAD EXPERIENCE
- 5. AUDIENCE PROFILES TIMELINE PLAN Awareness Interest Learn Evaluate Justify ISSUE MESSAGE MATRIX Issue mapping by theme to ensure we understand the hot topics / key concerns For each audience and potential solutions to their challenges OFFERING MESSAGE MATRIX Detailing the features, competitive advantages, benefits and proof points for an offering to show how we can best address the issues of our target audiences SELECTION MESSAGE MATRIX Showcasing the credentials of the company at a brand level to justify selection against key customer criteria FUTURE IDENTITY & POSITION KEY MESSAGE PLAN (Final Output) Awareness Issues, triggers and solutions Interest Issues, triggers and solutions Learn Features, benefits, competitive comparison, proof points Evaluate Features, benefits, competitive comparison, proof points Justify Selection criteria, brand response DISCOVERY
- 7. MI INTERACTIONS OUR APPROACH REACH Build awareness of brand/campaigns and drive traffic to website to fill the funnel ENGAGE Encourage users to interact with content and functionality and capture data NURTURE Conversion of web traffic in the form of leads, sales, registrations, etc. KEEP Build relationship with customer and drive cross-sell/up-sell strategies
- 8. CONTENT MARKETING NURTURE STRATEGY AWARENESS INTEREST LEARN EVALUATE JUSTIFY PURCHASE (Lead gen) Dynamic content Campaign driven assets (Lead nurture) Static content Product category, product detail, company, sales driven assets Reviewed by campaign Reviewed annually 90% Issue focus 60% Issue focus 20% Issue focus Low awareness (Web site pages) High awareness (Landing pages/forms) Paid PPC, display ads, social ads, lead gen Owned E-mail , landing pages, Web site, blogs, social Earned Tweets, posts, updates, etc.
- 9. Buying stage: Awareness Interest Desire Action Sales goal: Distribution channels Buyer stages/goals: SEOvalue Slideshare Twitter Facebook LinkedIn Blogs/Web YouTube Not interested Begins to recognize a problem or desire Vague notion of possible solution Interested in solution Researching venders Evaluating products Narrowing field of options Social vetting Obtaining stakeholder buy-in Negotiation Purchase On- boarding Viral videos H Infographics H Articles H Curated lists H Presentations M Quizzes and widgets L Brochures/manuals M E-books and guides M E-newsletters L Podcasts M Webinars H Press releases H Trend reports M Demo videos M Whitepapers M Interactive demos M Feature guides L Case studies M Analyst reports M Customer testimonials L Reference checklists L Data sheets M ROI calculators L Pricing guides L Issues-based Entertaining Sharable Benefits-driven Advisory Educational Brand-based Credible Personable Offer-driven Incentives Transparent CONTENT AND TIMELINE ALIGNMENT Awareness Interest Learn Post-MQL
- 10. CONTENT MARKETING OUTBOUND AND INBOUND CONTENT MARKETING OUTBOUND INBOUND EMAIL / DIRECT MAIL / DISPLAY PUBLIC RELATIONS / SEARCH / PPC / SOCIAL MEDIA LEAD GENERATION LEAD NURTURING SALES ENABLEMENT MEDIA RELATIONS SEO COMMUNITY RELATIONS CONTENT FORMATS / TACTICS CONTENT FORMATS / TACTICS • Infographics • Viral videos • By-lined articles • 3D animations • Benchmarking tools • Slidekits • Webinars • Podcasts • Blogs • Reports • Technical brochures • Datasheets • Schematics • Presentations • News • Features • Case studies • Site visits • Events • Keyword optimisation • Keyword tagging • Back linking • Syndicated content • Status updates • Signposting • Discussions • Forums • Downloads MEASUREMENT / ANALYTICS MEASUREMENT / ANALYTICS • Opens • Click thrus • Form completions • Opt-outs • Bounce rate • Implicit lead score • Explicit lead score • Marketing qualified leads • Sales qualified leads • Appointments • Pipeline value • Conversion rate • Advertising equivalent value • Opportunities to see • Share of voice • Sentiment • SERP • Authority ranking • Clicks • Followers, friends, connections • Sentiment • Web referrals
- 11. Author: Paul Myerscough, Global Director of Content, Stein IAS Tel: +44(0)1625 578 575 Email: paul.myerscough@steinias.com Twitter: @myerscough www.SteinIAS.com
Editor's Notes
- First of all, I’d like to give you some background on how B2B buyer dynamics have changed over the last decade due to a substantial increase in Internet usage and availability – and how this impacts the way we communicate with our audience. The main impact this has had on brands is control. Brands used to be able to control conversation, where the buyer is now in control. They decide how and when they want to engage with your brand, and more often than not they’re doing this through digital channels. So that means the way we communicate needs to change to reflect that.
- Introduces messaging and persona approach, recognising different audiences and their specific needs.
- To help you choose the most appropriate content formats, this chart details which asset work best at each stage of the buyer timeline. Depending on objectives it also helps show how the content can integrate across other channels. Also the tone of the content needs to change at each stage.
- Out of the box frameworks and campaign canvases Focus on front end campaigns – how we fill the funnel Create multiple campaigns – Segmented by customer group