* Trends that drive the change - why content marketing critical 2014? * Consequences for the CSO + CMO? * 8 Basic principles for content marketing * Case Wenell - from 35 to 5062 visitors from Linkedin in one year, traffic increase with 140%... * The content factory - how should B2B content optimally be produced - content economics and organization * Solve the distribution issue once and for all - cross-chanell targeting via pipeline marketing (vendemore.com)

1. Succeeding
with content
marketing
2014?
Workshop held at Vendemore HQ Stockholm 2013-12-17
Niklas Lohmann – CEO feverpitch B2B

2. Agenda:
THE PLAYINGFIELD
What is content marketing?
Why is it happening?
The basic 8 principles?
THE CONTENT FACTORY
What is ”good” content?
Content without distribution?
How organize to produce?
My case! Group discussion

3. THE
PLAYINGFIELD

4. Björn Borg

5. Marketing and
sales are starting
to feel some
serious pain. Let’s
look at some
symtoms…

6. ”Decision groups
bigger!”
”Media landscape
fragmenting!”
”Sales cycles
longer!”
”Search-beforebuy has doubled!”
”Margins are
pressured!”
”More search
options!”
”We are not
getting in early..!”
”Search declines
as traffic driver!”
”We are not
getting in. Period!”
”People don’t trust
companies!”
”Awesome as a
tactic is broken!”
> CSO
> CMO

7. 2013 Birth of
the ’blind
pipeline’

8. Blind pipeline
THE BAD NEWS ”We are almost flying blind in the first
60 % - 70 % of the pipeline. And that’s the pipeline
leading up what make up our revenue today!”
60 -70 % of buyers journey without contact
Unaware
Problem
noticed…
MARKETiNG
Define
problem…
Seek
advice
Define
needs
Identify
providers
Evaluate
providers
Nego&ate
deal
SALES
THE GOOD NEWS ”This is a tremendous opportunity to
meet the buyers need for good content early. Everytime
we provide good content we build trust and they are
listening to us, not to our competitors...”

9. If content
marketing is
our bet…

10. …what basic principles will improve our game?

11. 8 basic principles of content marketing
1
Not reaching them early - will kill our business
2 Find ways to earn their trust – in an era where trust is scarce
3 Top of mind – marketing by ”awesome and interuption” is expensive (if not
using targeting) and at the same time fails as a trustbuilder (if traditional image
advertising)
4 Helping out by truly useful content works. It positions us as a
social and competent helper early in the process. Customer empathy – the
keyword to remember.
5 Content as branding. If a brand is a promise – then content is a way to
deliver before the promise is even made
6 We need to have a powerful distribution tactic. We have to
maximise the reach of our content. Via outbound, pipeline marketing,
searchability, social, social selling
7 One key victory is the ”waterhole–victory”. They see us as an
important information resource and return to drink…
8 Do not drown in beautiful concepts and systems – build
’1-2-3s loops’ that are repeatable

12. What door leads to
good content
marketing?
☐
Marketing automation? ♥ Social business? ♠ Black-hat practices?

13. KPI:s. Key performance
indicators.
What makes sense to measure?
1. Consumtion – Why? - The more time they spend with us
they spend on us…
2. Advocacy & Sharing – Why? - This is a quality and reach
metric…
3. Leadgeneration – Why? - Indicates marketings ability to
fulfil mission to generate leads
4. Sales – Why? - Since it focuses of the ”end-game”of the
process
5. Content production cadence – Why? – There is a
niche opportunity out there…

14. 3 keys
Three keys to success
– all equally important
1.Strategy
2. Content
3.Distribution

15.
THE
CONTENT
FACTORY

16. The important HOW’s of
content marketing

17. Resultat

18. Case – hur?
Wenell
• Video
• Short situational how-to’s from Wenell’s
experts
• Customer Interviews
• Event interviews with thoughtleaders
• Soundcloud (audio + podcasts)
• Blogposts (2 per week at minimum)
• Self-assesment test (exempel på pdf)
• Infographics
• Linkedin company page + groups
• Guides
• (Facebook page)
• (Twitter)
• (g+)
• Updating images
• Mobile site

19. Exempel

20. Exempel

21. Who are they
Questions:
1
Defining the decision table
2 Business Modell Canvas –
What do they - Think/Feel +
See + Hear + Say/Do
3
Business pains & Personal
pains
4 Focus for our company short
term and long term?
The imperfect first iteration made in 40 minutes on a white board, always beats the
perfect exercise that
is
not
completed…

22. Empathy
1
What is empathy? The
intent to really
understand another
human and then let
that understanding
guide our actions…
2 What bearing does
empathy have on our
content marketing? It
helps us choose what
to produce, in what
formats…
We humans feel when someone shows us
empathy. Content is an action where we
disclose that intent early. Should we – or
can we even - fake it?

23. Question list
First iteration
1 10-20 key questions
2 Verify against –
hypothesis of who they
are and what drives them
A list accessible to the both sales &
marketing with the key questions from
customers – then we simply need to
answer…

24. Formats
Decide on 1-3 main
formats. Think of
them as “buckets”.
Pour your answers
into these
“buckets”…
• Video
• Podcast
• White-paper or
guides
• Infographic
• Instructographics
• Blogposts
• Client cases
• eBook pdf:s

25. Distribution
Have a robust distribution strategy in place
• Think “buckets” again – this time for
distribution
• The “search bucket”. Optimize for search (e.g.
video title matches google search term, have
transcripts under video to catch traffic)
• The “pipeline marketing bucket” – targeting
selected companies with your content on
hundred thousands websites with Vendemore;
video ads, article ads, survey ads
• The “social sharing bucket” – share on multiple
social networks via tools such as buffer™. Then
have a process for “de luxe posts” on your 1-2
main networks
• The “marketing automation bucket” - have a
landing page/form on webpage logic set up to
distribute content to identified leads
• The “website bucket” – a good website that
makes finding your content easy is critical

26. Distribution

27. Distribution
Inbound/Web - Content
Podcast
Twitter
Pipeline
Marketing
Slideshare
Marketing
automation
S
E
A
R
C
H
LinkedIn
Without a the right tools for distribution all
investments are wasted

28. Publishing
Your company’s
experts and their
knowledge are
the new
rockstars. Not the
advertising
agency. Fast
cadence
publishing.
Reusable formats.
Evergreen
content. Always
on. Not campaigns
once in a while.
Much like a
newsdesk, but
other content…
Helping out - making sense of the stuff – educating - inspiring…

29. Versioning
A video interview can be
versioned and re-used
as a:
• podcast (sound)
• transcript (unedited text
from video for reading
and SEO)
• shorter versions of
longer interview (for
convenience and more
social posts)
• Used as editorial piece
(edited text for pdf)
• checklist with tips (text
on website or pdf)

30. Curation
“Online curating is very much like
the curating done in a museum,
etc. The curator picks and
chooses what he/she thinks
would be best for the website and
its audience. More specifically,
choosing content for your
visitors.”
- Faisal Khan, Payments Ninja! On
Quora
Your content
30 %
Others
content
Your total
content offer
70 %
100 %

31. Measuring
The purpose of
measuring is to verify
why things work and
eliminate waste. And
then deploy more
resources towards
stuff that actually
works.
This requires simple
short experiments that
deliver outcomes.
This is what we call
1-2-3’s
Simple tools like Google Analytics, Linkedin Pages Analytics, YouTube Analytics…And as you proceed stats from
your marketing automation provider, email-provider, landing page provider…

32. Hej!
Add me on Linkedin
or simply email me:
niklas.lohmann@feverpitchb2b.com