BRIDGE THE STRATEGY GAP

B2B CONTENT MARKETING:

EDITIONS FINANCIAL

CONTENT WORKSHOP

‘The Strategy Gap’3

LESS THAN 50%

DOES IT MATTER?

EDITIONS FINANCIAL

CONTENT WORKSHOP

Channel Overload4

EDITIONS FINANCIAL

CONTENT WORKSHOP

5 Heresies:5

1. TAME THE CONTENT BEAST

2. DON’T THINK DIGITAL

3. IT’S NOT CONTENT STRATEGY

4. AVOID SHINY KIT SYNDROME

5. IT CAN’T BE TRULY MEASURED

EDITIONS FINANCIAL

CONTENT WORKSHOP

It’s not about CONTENT..it’s about MARKETING!

6

PRODUCE LESS CONTENT

MAKE BETTER CHANNEL CHOICES

FOCUS ON ROI

INTERACT:

7. Community/forums8. Events9. One to one and F2F

HOOK:

1. Content Proposition2. Thought leadership3. Lead Generation

Content Engagement Funnel

ENGAGE:

4. Qualify: Website5. Relationship sustain: Magazine/ezine6. Convert: Video/case-studies

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CONTENT AUDIT24 COMPETING ‘CONTENT BRANDS’

EDITIONS FINANCIAL

CONTENT MARKETING

10

1. CLARITY

2. CUT-THROUGH

3. CONSIDERATION

4. CO-ORDINATED

5. CHANNEL APPROPRIATE

6. CONSISTENT

Audit & Refine Proposition

CLIENT: XXXDATE: 1 / 10 / 13

INTERACT:

7. Community/forums8. Events9. Face to face - Relationship Manager

HOOK:

1. Content Proposition2. Thought leadership3. Lead Generation

Content Engagement Funnel

ENGAGE:

4. Qualify: Website5. Relationship sustain: Magazine/ezine6. Convert: Video/case-studies

REVE

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B2B CONSULTANCYCONTENT STRATEGY

MEDIA PARTNERSDMPRATLOWNED CHANNELS

WEBSITEVIDEOCASE-STUDY

CUSTOMER MAGAZINEEZINES

EVENTS PROGRAMME

SALES COLLATERALADVOCACY PROGAMMES

CONTENT PROPOSITION

13

EDITIONS FINANCIAL

CONTENT MARKETING

Resources & Questions

14

ECONSULTANCY

THE US CONTENT MARKETING INSTITUTE (CMI)

LINKEDIN ‘CONTENT STRATEGY’

Caspian@editionsfinancial.co.uk