Learn how to master B2B content marketing, identify the 5 content marketing traps that can catch you out and what you can do to avoid them.
We look at how you can amplify your content and also what you should do to maximise the SEO of your content marketing activities.
3. Introduction to your presenter
Lead Digital Marketing Consultant at LexisClick, 2007 – present.
Stephen started working in online marketing, designing and
building websites in 1997 – when he worked on British Steel’s
first website from their Scunthorpe office.
This was followed by 10 years working in London in digital
marketing across a variety of B2B and B2C industry sectors
working in-house, agency-side and as an independent
consultant – with 6 years spent at PricewaterhouseCoopers
(PWC) as a digital marketing consultant.
Connect with Stephen on LinkedIn
http://uk.linkedin.com/pub/stephen-bavister/4/767/130
Stephen Bavister
Managing Director
LexisClick
4. Introduction to LexisClick
Easy
to find
A pleasure
to use
The first to
A growing
business
needs to be...
Regularly return to
recommended
We help our clients’ marketing
succeed through the power of
online technologies and communities
through services including:
• SEO Services
• Online Advertising
• Email Marketing Services
• Social Media Marketing
• Web Design
• Marketing Services
To make them...
7. Trap 1: You believed it is simple
We think it works like this
• You create content
• Your audience engages
• They buy from you
8. It’s more like this
1 We create content 2 Potential customers read it 3 If they like it they
remember it
4 They see more content we create 5 We build a trust relationship 6 They return when
they need us
13. Now you know the traps
What can you do to
avoid them?
14. Avoid Trap 1: Buyers’ journey
Discover Explore
& compare Consider Commit Retain Advocate
• Who do other companies
like me use?
• Who is doing it best?
• Who comes up in search?
• Do they have experience of
handling this type of job?
• Are they reliable?
• What do other
customers say?
• What accreditations
do they have?
• What’s their
company history?
• Where are they based?
• Do they have the latest
technology equipment?
• What are their prices?
• Have I found all the
information I need?
• How easy it is to get set up
& running?
• Can this company grow with
our business / support our
future business needs?
• Do they offer any
guarantees / insurance?
• Can I easily get a price or
contact someone?
• Do I have all the information
I need to get approval?
• Do I clearly know the next
steps to get started?
• What are the
business terms?
• What if something
goes wrong?
• How flexible is the contract
based on future needs?
• Are their prices competitive?
• Are they able to do the job
in the timeframe?
• Did the job go as planned
on time?
• Do I feel ongoing expertise?
• Are they addressing my
business needs?
• Am I delighted with their
work and would happily
recommend their services
to others?
GOAL: To find the best /
most experienced company
to meet my specific service
GOAL: Exhaustively
compare the options /
competitors and select
a few front runners
GOAL: Identify the best
solution and request a
quote / enquire to get prices
/ more information about
their ability to do the job
GOAL: To choose the
best company to meet my
needs and have peace of
mind in that decision
GOAL: To find a company
who do a great job, that
I can trust and work with
again
GOAL: Share my
experience and recommend
the good service to others
15. Mapping and using your buyers’ journeys
• Understand your buyers
• Understand your buyers’ journeys
• Map content to the journey
• Produce and promote content at
each stage to build trust
23. I strongly
disagree
I strongly
agree
1 2 3 4 5
Worksheet 1
How are you doing?
1. I have identified my buyers and mapped their buyer journeys.
2. I have created a set of marketing personas to represent my target audiences.
3. I have built an email database that I communicate with weekly.
4. I have built a social media following who regularly share my content.
5. I have identified the influencers in my market.
6. I create content that the influencers in my market share at least monthly.
7. I plan my content marketing activities mapped to my marketing personas.
8. I track how effective my content is in reaching my target audience.
9. I have a timeline and objectives set for my content marketing activities.
10. I measure the success of my content marketing activities on a weekly basis.
Name:
Company:
32. Step 5: Copy what is working for them
https://followerwonk.com/
33. Step 6: Build relationships with helpers
Understand their drivers
1 2 3 4 5
To bring
value or
entertainment
to others
To define
ourselves
to others
To grow and
nurture our
relationships
Self-fulfillment
To get the
word out about
our brands or
causes
43. 8 steps of mastery
1. Value learning over earning
2. Observe
3. Embrace failure
4. Feel the pain
5. Find the right mentors
6. Build on your skills
7. Focus
8. Trust the process
44. It will take time
10,000
hours to master something
7 years
(250 working days, 4 hours a day)
45. Work smart
Most of your competitors aren’t
doing this well. By following the
steps we’ve outlined here you will
be working smarter than most.
If this can’t be a significant part of your
job find an expert to help you.
47. I strongly
disagree
I strongly
agree
1 2 3 4 5
Worksheet 2
How are you doing?
1. I have a process for amplifying my content.
2. I contact potential amplifying contacts on a 1:1 basis to request that they promote my content.
3. At least monthly I reach out to strategic content partners to co-create or guest-create content.
4. I use paid advertising channels to promote my content to reach new contacts.
5. I have identified the keywords that are used by my target audience when looking for the
services I provide / when they are looking for solutions to the problems my company solves.
6. I have a content plan with mapped keywords.
7. I make sure that all of my content is optimised for SEO.
8. My content is linked to the key landing pages on my website.
9. I track how effective my content is in contributing to my company’s revenue targets.
10. I have a system in-place for continual improvement of my content marketing activities.
Name:
Company:
48. Action plan
Name: Company:
Date: Total Score:
Action Priority By When Assigned To
49. Download
Click here to download the slide deck
or visit
http://bit.ly/lcmasterb2b
50. Thank You
Presentation credits:
Rand Fishkin
http://www.slideshare.net/randfish/why-content-marketing-fails
Brian Brett
http://www.slideshare.net/RickTRamos1/why-do-peopleshareonline
51. Please remember to leave
us a review on LinkedIn
and Google+ if you enjoyed
today’s seminar!
Easy to find
A pleasure to work with
The first to return to
Regularly recommended
www.lexisclick.com • marketing@lexisclick.com • 01202 788333
