Content Marketing for B2B: Understanding the paradigm shift in thinking for marketers, Marina...
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MARKETING AND SALES LEARNING AND DEVELOPMENT
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Marina LumleyCourse Director CIM
@marinalumleyLinkedIn: marinalumley
B2B Content Marketing Planning TFM&A
Marina Lumley
@marinalumley
uk.linkedin.com/in/marinalumley
• Practitioner and trainer in Marketing Communication
strategy
Formerly integrated agency Board Director• 18 years Marketing Experience• CIM Faculty Member and Trainer • Teaching in the digital & marketing space
Thoughts you might be having that bought you to this seminar today
What is Content marketing
all about?
How can youbenefit?
Does it require a paradigm
shift in thinking?Does a
MarketingManager require
new skills?
Can it really impact your bottom line?
Why is it such ahot topic?
Content marketing
“How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and, ultimately motivating a change in
behaviour”Joe Pulizzi“Get content, get customers”
Hot topic! - 3-5 years old and powered by social media
• Its got traction
• Thought leadership/ credibility
• Lead quality and cost
• “X factor” peer generated brand referrals
• Gets you found!
• Competitor advantage
• “Me too”
Content is
Could it also be the future of SEO strategies?
Econsultancy & Outbrain Content Marketing Survey Report 2012. 1300 respondents: Clients, agencies and publishers
B2b Content marketing Trends – 2012 Survey Results. By Holger Schulze, author of the blog “everything technology marketing”. Sponsored by IDG Enterprise. 740 responders from a LinkedIn community
Search queries for Content Marketing
The Future?
B2B vs. B2C
70% of the customer buying cycle is completed before a prospect is willing
to engage with an actual person
Engage with more of your prospects and convert more sales
Can cost less than an outbound lead
Inbound marketing leads = X3 conversion rate. Hubspot
Beat the competition to the prospect
Persona led marketing
Senior Marketing Manager IT Director
Do they have the same criteria for evaluation? Do they search for the same thing?
ACQUIRE PARTICIPATE
SHAREENGAGE
Map content to the prospect journey
Price and Product features.
Compelling argument
Reasons to want to give data
What your persona is interested in.
Education, case studies vs. a hard sell
Reviews and forums. Content
disseminated from acquire and
participation phase
3 Key Pillars of Content Marketing
• Content Optimization & SEO• Keyword Research
700,000 Fans on FacebookOver 30 blogs1.5m views on YouTube18 Twitter accountsExec – 1.5m followers
Social site for social content
Content ecosystem
BlogBlog
Content Hub
BlogBlog
Create a calendarWhat’s daily? – Three new blog postsMonthly? – webinarQuarterly? - ebook
Make the most of online resources e.g. http://www.contentmarketinginstitute.com/wp-content/uploads/2012/02/Ultimate_Ebook-1.pdf
E.g. Econsultancy; Mashable; Social Media Examiner, Hubspot; Marketing Week
Intellectual Property
All training materials provided by CIM Learning and Development remain the intellectual property of The Chartered Institute of Marketing and its partners, who assert their right to worldwide copyright unless specifically agreed otherwise in writing.
© Marina Lumley and The Chartered Institute of Marketing 2013
Any questions?
Marina LumleyCourse Director CIM
@marinalumleyLinkedIn: marinalumley