1.Content marketing to your sales funnelWednesday, 9th November 2011With Richard Brenkley - Managing Director, Coast Digital@rbrenkley@coastdigital #b2bconf11Marketing you can measureTM

2. Sales and Marketing integration MarketingSalesLead generation processMarketing you can measureTM 3. The needs of buyers Demographic + PsychographicJob title NeedsCompany size WantsGeographic area Channels utilisedTurnover InteractionsMarketing you can measureTM 4. What is content marketing? Content marketing is marketers becoming publishers; owning the media instead of renting it. Attracting and retaining customers by creating / curating valuable, compelling and relevant content to maintain or change behaviour. - Joe Pulizzi, The Content Marketing InstituteMarketing you can measureTM 5. Some key stats 70% of B2B buyers use search engines at the start of their buying process Nine in ten B2B organisations market with content 51% of B2B marketers plan to increase their content marketing budgets within the next year On average marketers spend more than 25% of their budget on content marketing - Marketing Sherpa 2012 SEO Benchmark reportMarketing you can measureTM 6. Content is at the heart of every great campaign! Results DistributionUnderstanding the issues and pullfrom your target market will driveContentthe messaging of the campaign.Marketing you can measureTM 7. Content centric thinking InternalMarketing Website mindsetstrategyContent ContentContentMarketing you can measureTM 8. Map content to the buying cycle Content marketing is the process of identifying the needs of stakeholders, mapping the content requirements to satisfy these needs, creating and distributing the necessary content across relevant marketing channels at the appropriate time and measuring the impact this content is having on KPIs. - EconsultancyMarketing you can measureTM 9. What are we trying to achieve with content marketing?1. To move your recipients behaviour in a particular direction.2. Understand their mindset.What are buyers asking about you? Answer all these convincingly! What does your service do for me?Is it right for me and my company?Do I really understand how it works?Do I trust this organisation?Marketing you can measureTM 10. Mapping content on to the prospect journey Discover ExploreResearch CompareDecide Differentiate WhatShow whereand show challenge doyou are Tell a story!Reassurance why you areyou solve? strong! best! Data Tracking - CRM ThoughtThoughtEvidence.Evidence. Evidence. leadership.leadership.Infographics.Webcasts.Case studies.Calculators. Pricing guides. Videos.Guest blogs.Demos. References.Social vetting.Marketing you can measureTM 11. B marketers have embraced (among other formats) rich media, social media, webinars andobile. The ubiquitous printed corporate brochure is no longer the pice de rsistance, though a o There are even ways to measure the impact of your content once it has been shared by yourats nt to st y i d oesnt have its place. visitors across their networks, though this is by no means a perfect science. The fact is that withthe right thinking, planning and execution, you can prove the impact that content has oncommercial KPIs. ble of content formats used by B2B marketers5B2B marketers have embraced (among other formats) rich media, social media, webinars andmobile. The ubiquitous printed corporate brochure is no longer the pice de rsistance, thoughaothats nt to st y i d oesnt have its place.Table of content formats used by B2B marketers5 What types of content work well Survey of types of content by usageCustomer needs can be complicated and B2B buying cycles convoluted; we all want to receiveinformation in our own way and each company will have its own process for accessing and- Econsultancydigesting this information. B2B marketers need to understand the full range of content formats attheir disposal and how to deliver their content to get maximum impact.Content marketing is more than the basic publication of content; it demands a multi-disciplinedapproach to ensure that content is accessible to the people who want it, when they want it, to helpthem make intelligent decisions. Content marketing is an important commercial tool. Marketing you can measureTM5 Content Marketing Institute blog (September 15th, 2010): 12. What types of content work well the Five Pillars1. Editorial-based (or long-form) content. It must tell a relevant, valuable story. Must be informative, educational or entertaining.2. Marketing-backed. The content has underlying marketing and sales objectives that a corporation is trying to accomplish.3. Behaviour-driven. Seeks out to maintain or alter the recipients behaviour.4. Multi-platform (print, digital, audio, video, events). It can be, does not have to be, integrated.5. Targeted toward a specific audience. If you cant name the audience, its not content marketing. - Joe Pulizzi, The Content Marketing InstituteMarketing you can measureTM 13. How would it work in practice?Potential campaign outlineContent format Distribution channels MeasuresInfographic/video Email Traffic Publications/stats Search (SEO/PPC) Conversions Webcasts Social media Comments Case studies YouTube Re-tweets Events Display Downloads Blog series Industry publications PlaysMarketing you can measureTM 14. Creating that content getting the messaging rightLets ask your target marketDevelop personas, talk to your suspects/prospects, understand their issues andmake sure you speak their language!Utilise your key peopleYou are the experts in your field your technical consultants, the sales team you have done this over and over again!Social media is a hidden gemWhat is the market saying, what questions are being asked, what phrases arebeing searched use that data!Marketing you can measureTM 15. What is in it for marketers?A better user journey & experienceDevelop brand advocates, willing to recommend youMore consistent marketing with personalisation &targetingAdditional Benefits with SEO, PPC Quality Scores & Social interactionMarketing you can measureTM 16. Where would we start?Run a workshop and establish the campaign goalsGet the messaging for creating great contentCreate at least five content formatsDistribute the content to our target marketAnalyse and understand the resultsMarketing you can measureTM 17. Marketing you can measure Measure traffic generated by individual pieces ofcontent Measure calls, enquiries, leads, orders and revenuegenerated by visits from individual pieces of content Measure conversion rates for visits from specificcontent Measure customer engagement with content onyour website (bounce rate, time on site, pages pervisit) Measure the number of times specific content isshared with other people Social MediaMarketing you can measureTM 18. Some considerations...Customer pull replaces vendor pushListening not just talkingThink needs and wants not just job titles and geographyDont rent data, build it, own it, love it!The quality bar has been raisedMarketing you can measureTM 19. Steps to success Develop a new relationship between sales and marketing Start with curation if you arent quite ready Listen to your audience - talk with them, not at them Think about personas before content Map out your funnel Segment to 1:1; build data, own it and love it Analytics is central Dont forget your website start there! Keyword research is key!Marketing you can measureTM 20. Engage with us www.coastdigital.co.uk Blogcoastdigital.co.uk/blog@coastdigital/digitalmarketingagencyEmail Coast Digitalrichard.brenkley@coastdigital.co.uk Marketing you can measure TM