MarketingProfs B2B Forum 2010 - Content Marketing

58
UNLEASH THE POWER OF CONTENT TO ENGAGE YOUR PROSPECTS May 5, 2010

description

MarketingProfs B2B Forum 2010 - Unleash the Power of Content to Engage Your Prospects. Presented by Amy Black, Michele Linn, Pam O'Neal and Stephanie Tilton.

Transcript of MarketingProfs B2B Forum 2010 - Content Marketing

Page 1: MarketingProfs B2B Forum 2010 - Content Marketing

UNLEASH THE POWER OF CONTENT TO ENGAGE YOUR PROSPECTS

May 5, 2010

Page 2: MarketingProfs B2B Forum 2010 - Content Marketing

Agenda

• Content Marketing The Drive to Deliver Relevant Content 8 Steps to a Solid Content Strategy Stephanie Tilton and Michele Linn

• How BreakingPoint Used Content to Increase New Customer Acquisition by 240%Pam O’Neal, VP Marketing, BreakingPoint

• How Kadient Built a Content Library that Maps to the Sales CycleAmy Black, Senior Marketing Communications Manager, Kadient

Page 3: MarketingProfs B2B Forum 2010 - Content Marketing

It’s the End of the (B2B) World As We Know It

Photo credit: zachwass2000 on flickr

Page 4: MarketingProfs B2B Forum 2010 - Content Marketing

The Disconnect…and the Implication

Buyers only find relevant content 42% of the time.

Source: IDG Communications

The lack of relevant content as perceived by buyers is responsible for reducing the vendor's chance of closing the sale by 45%.

Page 5: MarketingProfs B2B Forum 2010 - Content Marketing

Almost 95% of recent purchasers said the solution provider they chose “provided them with ample content to help navigate through each stage of the buying process.”

The Opportunity…

Source: DemandGen and Genius.com - Inside the Mind of the B2B Buyer

66% of respondents indicated the “consistent and relevant communication provided by both the sales and marketing organizations” was a key influence in choosing that company as their solution provider.

Source: DemandGen Report and Genius.com

Page 6: MarketingProfs B2B Forum 2010 - Content Marketing

What Does that Mean to You?

Photo credit: HansKristian on flickr

Page 7: MarketingProfs B2B Forum 2010 - Content Marketing

Deliver Valuable, Relevant Content

“Create the kind of online content that your buyers naturally gravitate to.”

- David Meerman Scott Author of The New Rules of

Marketing & PR

Page 8: MarketingProfs B2B Forum 2010 - Content Marketing

Content Marketing is the Secret

"Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.”- Joe Pulizzi and Newt Barrett, Authors of Get Content. Get Customers.

Page 9: MarketingProfs B2B Forum 2010 - Content Marketing

Creating a Content Strategy

Listen Develop buyer personas Map content to the buying cycle Think like a publisher Commit to remarkable content Extract maximum value from every asset Make your content easy to find, access, and shareMeasure

3

6

8

7

5

4

1

2

Page 10: MarketingProfs B2B Forum 2010 - Content Marketing

Google Alerts

3 6 87541 2

Page 11: MarketingProfs B2B Forum 2010 - Content Marketing

Twitter

3 6 87541 2

Page 12: MarketingProfs B2B Forum 2010 - Content Marketing

Google Blog Search

3 6 87541 2

Page 13: MarketingProfs B2B Forum 2010 - Content Marketing

Understand Your Audience

Forrester: For B2B Tech Companies, Demographics Shape Adoption

Top 5 influences, application developer Top 5 influences, enterprise architect

Peers and colleagues (word of mouth) Peers and colleagues (word of mouth)

Vendor, industry trade, or professional Web sites

Your direct vendor salesperson

Technology or business publications, magazines

Consultants, value-added resellers, or systems integrators

Consultants, value-added resellers, systems integrators

Vendor, industry trade, or professional Web sites

Your direct vendor sales person Technology or business publications, magazines

Base: North American and European technology decision-makers at firms with 100 or more employees

3 6 87541 2

Page 14: MarketingProfs B2B Forum 2010 - Content Marketing

Understand Your Audience

CIO Archetypes and Focus1. Function head – Achieving IT operational excellence2. Transformational leader – Creating enterprise-wide

change3. Business strategist – Driving business strategy

CIO Magazine: State of the CIO 2009 3 6 87541 2

Page 15: MarketingProfs B2B Forum 2010 - Content Marketing

"a short biography of the typical customer, not just a job description but a person description.”

Develop Buyer Personas

“The buyer persona profile gives you a chance to truly empathize with target buyers, to step out of your role as someone who wants to promote a product and see, through your buyers' eyes, the circumstances that drive their decision process.”

3 6 87541 2

Page 16: MarketingProfs B2B Forum 2010 - Content Marketing

Bring Your Prospects to Life

CIO Joe, CIOTransformational Leader

3 6 87541 2

Page 17: MarketingProfs B2B Forum 2010 - Content Marketing

Sample Persona

3 6 87541 2

Page 18: MarketingProfs B2B Forum 2010 - Content Marketing

Map to the Buying Process

3 6 87541 2

Page 19: MarketingProfs B2B Forum 2010 - Content Marketing

Understand Content Preferences

3 6 87541 2

Page 20: MarketingProfs B2B Forum 2010 - Content Marketing

Understand Content Preferences

Source: Aberdeen Source: TechTarget 2009 Media Consumption Report:Mindset of the IT Pro During the Recession 3 6 87541 2

Page 21: MarketingProfs B2B Forum 2010 - Content Marketing

Map to the Buying Cycle

3 6 87541 2

Page 22: MarketingProfs B2B Forum 2010 - Content Marketing

Map Content

3 6 87541 2

Page 23: MarketingProfs B2B Forum 2010 - Content Marketing

“We tend to think of intimacy as being personal—something for the salespeople. But we can do it by reliably delivering valuable content. Magazines have been doing it for years. Consistency, relevance, and quality create a very intimate relationship with readers.”- Chris Koch, ITSMA

Think Like a Publisher

3 6 87541 2

Page 24: MarketingProfs B2B Forum 2010 - Content Marketing

Create an Editorial Calendar

3 6 87541 2

Page 25: MarketingProfs B2B Forum 2010 - Content Marketing

Keys for the Editorial Calendar

• Be consistent DO: Deliver content on a regular basis DON’T: Publish only when you have something new

• Commit to your content DO: Think about the content your audience prefers DON’T: Try a lot of things but don’t do anything

well• Map out content

DO: Move people through the buying cycle DON’T: String random pieces of content together

3 6 87541 2

Page 26: MarketingProfs B2B Forum 2010 - Content Marketing

Craft Valuable, Relevant Content

Variables ConsiderationsTarget buyer Who is this for? Stage in buying cycle

Where are they in the cycle?

Topic What are the buyer’s concerns?Key message How can we address these concerns?Content source Who can provide information –

employees, partners, customers, analysts?

Call to action What do we want the prospect to do next?

Remarkable traits What will make this worth sharing?3 6 87541 2

Page 27: MarketingProfs B2B Forum 2010 - Content Marketing

Example: Competitive Comparisons

3 6 87541 2

Page 28: MarketingProfs B2B Forum 2010 - Content Marketing

Example: Shake Up Your Case Studies

3 6 87541 2

Page 29: MarketingProfs B2B Forum 2010 - Content Marketing

Extract Maximum Value from Every Asset

3 6 87541 2

Page 30: MarketingProfs B2B Forum 2010 - Content Marketing

Click to edit Master title style

Don’t . . .• Customize content based on

the channel (e.g. mobile)• Ask “How can give my

readers a new way of understanding a key issue?“

• Include a plan to reuse content from the start

• Customize your content for a certain audience, vertical or place in the buying cycle

Do . . .• Simply put the same

content in different channels

• Ask “What more can I create?”

• Consider content reuse as an afterthought

• Recycle the same content again and again

Repurposing Content

3 6 87541 2

Page 31: MarketingProfs B2B Forum 2010 - Content Marketing

Make Content Easy to Find, Access, and Share

3 6 87541 2

Page 32: MarketingProfs B2B Forum 2010 - Content Marketing

Make Content Easy to Find

3 6 87541 2

Page 33: MarketingProfs B2B Forum 2010 - Content Marketing

Make Content Easy to Access

3 6 87541 2

Page 34: MarketingProfs B2B Forum 2010 - Content Marketing

Source: Ecollo Media 2009 B2B Technology Collateral Survey Report 3 6 87541 2

Make Content Easy to Share

Page 35: MarketingProfs B2B Forum 2010 - Content Marketing

Make Content Easy to Share

3 6 87541 2

Page 36: MarketingProfs B2B Forum 2010 - Content Marketing

Measure the Impact

Photo credit: Tyrone Shum on flickr 3 6 87541 2

Page 37: MarketingProfs B2B Forum 2010 - Content Marketing

How BreakingPoint Leveraged Technical Content to Increase New Customer Acquisition by 240%

Case Study

Pam O’NealVice President of MarketingBreakingPoint Systems, Inc.

Page 38: MarketingProfs B2B Forum 2010 - Content Marketing

“Do not interrupt what people are interested in;

be what people are interested in.”

Jeff LanctotAvenue A | razorfish

Page 39: MarketingProfs B2B Forum 2010 - Content Marketing

Becoming Interesting

Page 40: MarketingProfs B2B Forum 2010 - Content Marketing

Developing Buyer Personae

Page 41: MarketingProfs B2B Forum 2010 - Content Marketing

Monitoring, Engaging, Prioritizing

• Mine for topics and opportunities (key influencers)

• Capture the conversation• Analyze SEO keyword

volume• Monitor analytics to ID

popular topics• Identify and create content

for buyer needs, issues• Prioritize content by effort• Identify opportunities

Page 42: MarketingProfs B2B Forum 2010 - Content Marketing

Speak to Your Buyers

• Create blog, forum, community• Deliver role-based content• Optimize for search• Build community of interest

• Pull with “conversation” • Pull with SEO, viral content • Push with SEM, email

• Monitor popular content• Maintain with fresh valuable

information

Page 43: MarketingProfs B2B Forum 2010 - Content Marketing

Content Aggregation

Content Distribution

“Forget about your home page. Google is the new home page.”

Seek to be Found - SEO

Page 44: MarketingProfs B2B Forum 2010 - Content Marketing

Spread the Word

Use Case Targeted Sales

PresentationsMembership in BreakingPont

Group and Other Key Groups

Monthly Webcast Promotions

Key Messages and Thought Leadership Content

Page 45: MarketingProfs B2B Forum 2010 - Content Marketing

. . .

.

Integrate with Drip Marketing

Page 46: MarketingProfs B2B Forum 2010 - Content Marketing

LAUNCH PHASE LEADERSHIP PHASE

Return Visitor Growth

Sustained Growth in

Inbound LeadsContent Testing

*

Measure and Optimize Results

Page 47: MarketingProfs B2B Forum 2010 - Content Marketing

Building a Content Library that Maps to the Sales Cycle

Case Study

Amy BlackSenior Marketing Communications ManagerKadient

Page 48: MarketingProfs B2B Forum 2010 - Content Marketing

A Little Background48

1997 2007

2009

Page 49: MarketingProfs B2B Forum 2010 - Content Marketing

Cha-cha-cha-changes49

Page 50: MarketingProfs B2B Forum 2010 - Content Marketing

Mapping Content to the Sales Cycle

50

• What’s your key objective for the piece?

• How else can you use it?

Page 51: MarketingProfs B2B Forum 2010 - Content Marketing

Kadient’s Content Library – A Sampling

51

Page 52: MarketingProfs B2B Forum 2010 - Content Marketing

Content Library: Top of Funnel /Lead Gen

• “How to” – Impart practical knowledge• Provocative – Challenge and introduce a new way to

think• Fresh format – eBook, conversation style, images,

video

52

Page 53: MarketingProfs B2B Forum 2010 - Content Marketing

Content Library: Nurturing

Entertain with relevant, attention-grabbing humor(also great for viral program)

53

Page 54: MarketingProfs B2B Forum 2010 - Content Marketing

• Harness customer voices• Highlight third party validation

Content Library: Nurturing

Page 55: MarketingProfs B2B Forum 2010 - Content Marketing

Content Library: Lead to Opportunity

55

• Connect prospects with internal expertise

Page 56: MarketingProfs B2B Forum 2010 - Content Marketing

Content Library: Sales – Opportunity to Close• Making the iron clad case• Showing how Kadient is different and better • Getting over the hurdles

56

Page 57: MarketingProfs B2B Forum 2010 - Content Marketing

A Few Parting Thoughts

• Remember who you are “talking” to• Keep your key objective front and

center• Break through the clutter – stand out!

Entertainment Provocative POVs Video – short, sweet and interesting

• Create content you can repurpose• Listen to your sales team• Pay attention to what is & isn’t

working

57

Page 58: MarketingProfs B2B Forum 2010 - Content Marketing

Staying ConnectedMichele Linn, B2B Content Strategist, Linn

CommunicationsConnect: www.linkedin.com/in/michelelinnFollow: @MicheleLinnContact: [email protected]

Stephanie Tilton, Content Marketing Consultant, Ten Ton Marketing

Connect: www.linkedin.com/in/tentonmarketingFollow: @StephanieTiltonContact: [email protected]

Pam O’Neal, Vice President of Marketing, BreakingPoint

Connect: www.linkedin.com/in/breakingpointFollow: @ponealContact: [email protected]

Amy Black, Senior Marketing Communications Manager, Kadient

Connect: http://www.linkedin.com/in/amyjblackFollow: @amyblackContact: [email protected]