How to create a content strategy for B2B marketing success

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HOW TO CREATE A CONTENT STRATEGY FOR B2B MARKETING SUCCESS

description

The world is awash in content. Blog posts, eBooks, webinars, white papers–you name it, marketers are producing it to connect with prospects. But how do you create content that differentiates your business? What is needed to develop a content strategy that resonates with potential business customers? And how do you streamline the process so you’re not overwhelmed? This session from Social Media Week 2013 (Toronto) will answer these questions by showing you how to create buyer personas, helping you understand the questions prospects ask at different stages of the sales cycle and explaining the type of content needed to convert leads into customers.

Transcript of How to create a content strategy for B2B marketing success

Page 1: How to create a content strategy for B2B marketing success

HOW TO CREATE A CONTENT STRATEGYFOR B2B MARKETING SUCCESS

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DOWNLOAD THE DECK:

http://bit.ly/1dBjLUu

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#SMWcontent

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SHELLEY PRINGLE@shelleypringle

www.polarisprinc.com/blog

Linkedin.com/ShelleyPringle

[email protected]

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1. Buyer Personas

2. How People Buy

3. The Content Road Map

4. How to save time

AGENDA

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The world is awash in content

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1. Create buyer personas

2. Understand the sales cycle

3. Develop relevant content

HOW CAN YOU STAND OUT?

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WHAT ARE BUYER PERSONAS?

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“We help small businesses

collect outstanding accounts

and assist with small claims

court when customers don’t

pay.”

PIPER PARALEGAL SERVICES

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INTRODUCING: FRANK, MARY & BILL

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WHY ARE BUYER PERSONAS

IMPORTANT?

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“When a customer doesn’t

pay, that’s money right

out of my pocket.”

SMALL BUSINESSES

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“I want to help my clients

collect the money that’s

owing to them.”

BOOK KEEPERS

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“You can’t run a profitable

business if customers

don’t pay on time or

don’t pay at all.”

ACCOUNTANTS

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HOW ARE BUYER PERSONAS CREATED?

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CONTACT TRAITS

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COMPANY SIZE

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MARKET OR

INDUSTRY

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GEOGRAPHY

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PRODUCT OR

SERVICE

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DECISION MAKER

STATUS

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Ask yourself these

questions:

What problems are they

trying to solve?

What kind of content do

they prefer?

Who else influences their

decision?

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CREATE PERSONAS FROM THEMES

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Where do you get this

information?

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Your leads are at different

stages of the sales cycle

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HOW PEOPLE BUY

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The same message

will NOT work for every

every contact

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Top of the Funnel

Questions they have:

How do I…?

What’s the best…?

Should I…?

How do I address this

problem?

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Top of the Funnel

Content:

How to Guides

Best Practice Examples

Templates

Idea Posts

Instructional Videos

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Top of the Funnel

Indicators they’re

ready to move on:

Sign up for a demo

Visit your pricing page

Download multiple offers

Request more info

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Middle of the Funnel

Questions they have:

How can YOU help?

Do I need this?

What can I expect?

Am I making the right

choice?

What do I need to consider?

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Middle of the Funnel

Content:

Case studies

Results & analysis

Decision tools

Demo/Trial

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Middle of the Funnel

Indicators they’re

ready to move on:

Several discussions with

sales

Decision-makers

brought in

Final proposal

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Bottom of the Funnel

They’re a customer!

Repeat purchase

Up sell

Support

Customer feedback

Evangelists

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DEVELOP A CONTENT ROAD MAP

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“We help small businesses

collect outstanding accounts

from their customers and

assist with small claims

court when customers don’t

pay.”

PIPER PARALEGAL SERVICES

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RELEVANT CONTENT

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DOWNLOAD OUR FREE TEMPLATE:

How to

Create Customer Personas

http://bit.ly/YIznx2

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ON SPECIAL UNTIL FRIDAY, SEPT 27:

• Buyer persona workshop

• Persona summary

• Content road map

Regular price: $2,499

Buy the package for $1,999 until Friday, Sept. 27

Email: [email protected]

SOCIAL MEDIA WEEK SPECIAL

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MAKE CONTENT CREATION

LESS TIME-CONSUMING

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ENLIST OTHERS

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HIRE A WRITER

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REPACKAGE

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GUEST BLOGGERS

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CURATION

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DOWNLOAD OUR FREE TEMPLATE:

How to

Create Customer Personas

http://bit.ly/YIznx2

Page 47: How to create a content strategy for B2B marketing success

ON SPECIAL UNTIL FRIDAY, SEPT 27:

• Buyer persona workshop

• Persona summary

• Content road map

Regular price: $2,499

Buy the package for $1,999 until Friday, Sept. 27

Email: [email protected]

SOCIAL MEDIA WEEK SPECIAL

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DOWNLOAD THE DECK:

http://bit.ly/1dBjLUu