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White Horse Digital @whdigital www.whitehorsedigital.co.uk

B2B Content Marketing Guide

Inbound Leads

Creating a content strategy that connects with your customers, positions you as the experts in your field and gets found and shared is called inbound marketing.

We help our clients:

•  Create content that stimulates interest & generates need.

INTR

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know a bit about content marketing already.

Try our 10 easy steps to getting inbound leads.

The digital landscape evolves fast. Right now, content is a currency in the B2B world.

The perfect convergence of:

SEO, online PR, brand, paid media, blogging.  

If you are a B2B business, creating great branded content can generate you a healthy supply of inbound leads.

Let’s get started.

1.  HAVE A CLEAR GOAL AND PROPOSITION 2.  FOLLOW A PROCESS, USE A FRAMEWORK 3.  THINK SEARCH (GOOGLE & SOCIAL) 4.  MAKE SURE YOUR SITE CONVERTS 5.  START BLOGGING 6.  CONTENT CREATION 7.  BUILD ONLINE PR 8.  GET CONTENT FOUND & SHARED 9.  NURTURE THROUGH THE FUNNEL 10. MIX UP YOUR TOOLS

OUR TOP TEN

LOO

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S 1. HAVE CLEAR GOALS & PROPOSITION

Ebooks and video might be right to attract & get found, but email campaigns can be better to nurture a prospect. Think where the social as well as content elements sits.

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Content  for  the  customer  lifecycle  

2.  USE A FRAMEWORK

Ebook  • How-to-guide • Useful tips

Slideshare  • Visual • Integrate into

Linkedin

Blog  posts  

• How to write a really good blog post

• Specialist

Campaign #1

4. THINK SEARCH (GOOGLE & SOCIAL)

Campaign #1

Research popular longtail phrases that will help your prospects, for example we use “b2b content marketing guide”.

Google is NOT the only search point! People increasingly search on Twitter, Linkedin, Facebook, Google +.

You Tube is the second biggest search engine in the world.

Both tactical, short and long-term, make sure your website can convert the visitors you will attract.

5. MAKE SURE YOUR SITE CONVERTS

Campaign #1

•  Use landing pages for each campaign

•  Create visual content to attract

•  Clear forms throughout your site, on each landing page and for a blog registration.

•  De-clutter lengthy content. Remove the brochure-ware speak.

•  Repurpose what you have to make sure your visitors click through.

6. START BLOGGING

Campaign #1

Start blogging regularly, stay focused on your niche and build a community in no time. Promote your blog everywhere you can to get it found and shared.

As long as you follow those rules, we promise the more you blog the more leads you will get to nurture down your sales funnel.

We have created our own blog to do this www.contentmarketingdaily.co.uk

This is the fun part, start creating your content in all sorts of content. Be as visual as you can (this works!).

7. CONTENT CREATION

Campaign #1

Infographics – highlight key stats you curate from around your industry. (see an example we created, right)

Ebooks – useful guides and how-to’s

Whitepaper – show you are a leader in your industry with in-depth analysis.

Video – short 60 second intros telling a story are very powerful for your homepage. Testimonials, interviews and case studies can be brought alive in video.

Surveys – a powerful way to bring fresh stats into your niche area, offing good PR potential and thought leadership.

Slideshare – show in-depth stats, survey results and more.

Blogs & articles – on your own blog, and guest blogs to bring valuable links and a new audience.

Connecting and reaching out with online influencers will build your traffic and create a buzz.

8. BUILD ONLINE PR

Campaign #1

Who are the leaders in your industry, or those who can influence your prospects? Reach out to them on social, offer to guest blog for them (be ready to pitch an idea or two for content).

We blog for •  Content Marketing Institute •  eConsultancy •  The Guardian Media Network

This helps us reach out to digital marketers around the world.

Creating content is just the beginning, you need to get your content found and shared across digital media.

9. GET CONTENT FOUND & SHARED

Campaign #1

Using tools like Buffer, schedule out your content efforts, share other people’s content as well as your own, and start conversations, join groups on Linkedin.

Linkedin is becoming the B2B marketers dream.

Make your content play a part in lead nurturing.

10. NURTURE THROUGH THE FUNNEL

Campaign #1

Use your existing contacts and database to bring them through your funnel. Keep in regular touch by email (helpful information only please!), invite them to workshops, meetings, webinars. Send them ebooks and other fresh content that you have produced.

Whitepapers and video testimonials, reviews and reports can work really well at this stage to create a latent demand for your product or service.

We share just a few of the awesome tools that we use to create end-to-end content marketing and measure the ROI of our work.

11. MIX UP YOUR TOOLS

Campaign #1

There are lots of expensive systems out there, but with a bit of know how you can create custom tools at a fraction of the cost.

•  Sprout Social (all in one social action) •  Salesforce (CRM) •  Mailchimp (email marketing) •  Wordpress (powerful websites &

blogs) •  Unbounce (lead gen landing pages) •  Buffer (social sharing) •  Relaborate (content calendar) •  PipeDrive (new business tracker) •  Google Analytics

We’)) +ee$ '# !-o&#! A LITTLE BIT ABOUT WHITE HORSE DIGITAL

WHY WHITE HORSE DIGITAL?

As a content marketing agency our real point of difference is that we have a blend of journalism and digital expertise that positions us perfectly to help client’s take advantage of the current and future digital media landscape.

We create content and then socialise it to get it found and shared, generating leads and engagement for our happy clients.

Our offices are in York, London and Singapore.

Ruth@whitehorsedigital.co.uk @whdigital

www.whitehorsedigital.co.uk/contentmarketingforB2B www.whitehorsedigital.co.uk/blog

White Horse Singapore White Horse United Kingdom

White Horse Digital was set up in the UK by Ruth Hoskins & Tony Drant, both of whom are experienced digital consultants with a broad experience across the IT, Travel, Financial Services and Consumer sectors. Juliet Stott joined as a partner in 2012 – she is an experienced journalist and PR, having formerly written for The Guardian and been PR for HBOS.

In 2012 we opened an o!ce in Singapore, where we are working with luxury travel and hospitality brands. Rachel Everett is an ex-journalist for CNNGo, Mr & Mrs Smith hotel reviewer and Time Out Guides.  

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