@Vanessa _Bright

How These Content Marketing Resources Will Save You Time in 2014s

Vanessa BrightOnline Marketing Manager, Emerson Process Management – Rosemount

February 2014

@Vanessa _Bright2

Interest to Content Marketing is increasing

http://www.widerfunnel.com/best-practices/14-resolutions-for-digital-marketing-success-in-2014

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Interest to Content Marketing is increasing

http://www.google.com/trends/explore#q=Content%20Marketing&geo=US&date=1%2F2010%2049m&cmpt=q

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Content Marketing searches increase

http://www.google.com/trends/explore#q=Content%20Marketing%2C%20Search%20engine%20optimization&geo=US&date=1%2F2010%2049m&cmpt=q

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Marketers expect to invest more into content

http://adage.com/article/btob/mobile-content-focus-b-b-2014/290904/

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Content Marketing resources

• Content Maps• Examples of great content for inspiration• Content platforms

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Content Maps based on Sales Cycle

Typical issue: Content format v. content topic

Content:• Industry white paper• Case study• ROI calculator

Format:• Video• Webinar• Blog post

Persona Stage 1 Stage 2 Stage 3

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Content Maps based on Sales Cycle

http://www.contentrulesbook.com/ http://manufacturingdemand.com/

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User

Buyer

Tech

Recognize problem

Understand possibilities

Compare solutions

CustomerPurchase

Is this an industry trend?

How are others dealing with this?

What can I get?What do others have?

Are other customers happy?

Industry issues overview

Analyst reportsBest practicesCase studiesHow-to guides

Solutions overviewsCase studies

Testimonials

User guidesBest practice guidesRenew remindersNew productsNew features

Worth the investment?

How it will integrate into infrastructure?

ROI measurement

Installation manualsImplementation tipsRenew remindersNew productsNew features

Price listROI studies/calculatorsCase studiesCompany facts

Tech white paperCase studiesDemoDatasheet

Buyer’s Journey (adopted from book Content Rules)

http://www.contentrulesbook.com/

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What prospect is doing

Awareness Education Evaluation Post-purchaseJustification

Beginning solutions search

• What is the scope of potential?

• Who are the suppliers for my need?

Buyer’s Journey (adopted from book Manufacturing Demand)

Purchase

What prospect is asking

Best content types

Has identified key solutions and is examining each

Evaluating solutions against needs

Assembling short list

Has made selection and is ready to buy

Using, updating, upgrading/ expanding

• What do they offer?

• Are their customers successful?

• Do they fit my needs?

• Can I easily see a demo?

• Do they meet my expectations?

• Is the company viable?

• What is the cost?

• Is this a leading, solid product?

• Does it meet or exceed my needs?

• Can I afford to buy and implement?

• Why buy now?

• Do they have a partner in my area?

• How can I easily purchase?

• How to get training?

• What resources are available?

• How / why should I upgrade?

• Industry white papers

• Customer stories

• Press releases

• Company and product white papers

• Produce spec sheets

• Recorded demo

• Educational tips

• Features / benefits

• Competitive and cost comparison

• Free trial• Live demo• Company

awards

• Product / customer reference site

• ROI tools• Customer

stories• Product

awards

• Partner locator

• Promotions or deals

• Service and support information

• Training and user information

• Service and support information

• Cross sell / up-sell

• User community

http://manufacturingdemand.com/

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Buyer’s Journey messaging example

@Vanessa _Bright12

Content Strategy

• Content Strategy supports Marketing Strategy through content• Content Strategy can not exist independently• Common issue: concentration on the channel rather than objective

http://contentmarketinginstitute.com/2014/01/discuss-content-marketing-strategy-before-tactics/

@Vanessa _Bright13

Great Content Marketing examples

Wonderful examples of content materialshttps://library.hubspot.com/

Marketers created many excellent assets; HubSpot examples are good from many perspectives and company’s product is easily understandable for a marketer

• Content asset beneficial for the target audience• Content asset beneficial for the marketing objectives

of the company

@Vanessa _Bright14

Content Marketing campaign example

LandingPage

Thank YouPage

Thank YouEmail

ContentAsset

General

LandingPage

Thank YouPage

Thank YouEmail

ContentAsset

Specific

LandingPage

Talk to us!

Buyer’s Journey

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Great Content Asset features

• Irresistible for the target audience– Unrelated incentives can attract different audience

• Useable in the medium of distribution• Clear calls to action for the next step

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http://offers.hubspot.com/marketing-predictions-2014

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Easy to read on a computer screen

Desktop computers are still the most widely used method of accessing content

• 68% - desktop• 41% - smartphone• 30% - tablet

B-to-B Magazine – June 10, 2013

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http://offers.hubspot.com/template-how-to-determine-your-2014-marketing-goals

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Very clear calls to action (and clickable buttons) at the end of the content asset

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Content Example – personalized content

Irresistible content:

Shows information about company’s competitors

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Content Example – prospect’s data

Evaluation of the current state of the company’s “business”

Identification of what is missing

Showing potential

Excellent call to action, which is easy to read

@Vanessa _Bright28

Content Example - info to keep

file:///C:/Users/Vanessa/Downloads/Worldata%202014%20B2B%20Email%20Marketing%20Calendar.pdf

Content is useful to keep for the entire year

Additional information on the same page with the calls to action

Several calls to action leading to more useful tools

@Vanessa _Bright29

Content Example - automated follow up

Very attractive email with links to videos and calls to action

Based on the recipient's behavior automated follow up email is sent asking for a meeting

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Content Marketing Platforms

http://kapost.com/ http://www.compendium.com/

• Organization and distribution of content• Coordination within the organization• Wonderful source of resources related to content marketing

@Vanessa _Bright31

Content Platforms

Excellent e-book The Blueprint of a Modern Marketing Campaign http://content.kapost.com/Blueprint-eBook

Excellent presentation: 6 Steps to Create a Content Marketing Factoryhttp://www.slideshare.net/kapostcontentmarketing/exploding-the-whitepaper-ee-presentation

@Vanessa _Bright32

Content is King!

Content

Social Media

SEO

@Vanessa _Bright

Vanessa BrightVanessa.l.bright@gmail.com

Questions