Thought leadership content marketing for B2B organisations
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THOUGHT LEADERSHIP CONTENT MARKETING FOR B2B ORGANISATIONS #OIConf 30 March 2017 Catherine Cooke Head of Social Media
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Transcript of Thought leadership content marketing for B2B organisations
THOUGHT LEADERSHIP CONTENT MARKETING FOR B2B ORGANISATIONS
#OIConf 30 March 2017
Catherine Cooke Head of Social Media
Introduction
● Over 7 years in digital marketing ● Social & content strategies for B2B businesses of all sizes ● LinkedIn trainings for B2B companies
@catherine1090 @axonnmedia
● Why content is important for B2B companies
● What is thought leadership content, & why is it relevant for B2B?
● Linking B2B content to revenue generation
● Practical advice for creating & distributing thought leadership content
MASTERCLASS WILL COVER:
The importance of content for B2B businesses
SECTION 1
10pieces of content are consumed along the B2B buyer journey.
*LinkedIn: “The Sophisticated Marketer’s guide to thought leadership”
Content
Facebook Advertising
View product on website SALE
Content
The B2B journey to purchase is long and winding
Awareness: via press &
social media
Consult with
peers/network
Contact chosen supplier
Identify need for a
service
Search online for specific provider
Dialogue with sales
teamSALE
Social media/ press
Website/ search engines
Company website
Email/ newsletter
Months/Years
JEFF ERNST FORRESTER RESEARCH
“Business buyers don’t ‘buy’ your product or service, they ‘buy into’ your perspective and approach to solving their problems.”
of B2B buyers bought from the brand that first demonstrated an understanding of and solution to their problems.
RESEARCH
72%
*LinkedIn: “The Sophisticated Marketer’s guide to thought leadership”
What is thought leadership content?
SECTION 2
Content
Thought Leadership Content
JON MILLER VP MARKETO
“Ideas that require attention, that offer guidance or clarity … [or are] educational and ideally provocative.”
INDUSTRY● News
● Trends
● The future of the industry
PRODUCT/SERVICE
● How-to guides
● Best practice techniques
ORGANISATION● Company culture
● Working practices that drive innovation
● Talent development
Brand vs Individual
Opinion pieces
authored by senior
people
Press/TV
appearancesTristan Watkins, UK CEO BNP Paribas Leasing Solutions
BARCLAY SIMPSON
Third-party endorsement
CHECKLIST
✓ Relevant to industry & target audience?
✓ Unique perspective?✓ Backed up by
evidence?✓ Well-argued & clear?
Linking B2B content marketing to revenue generation
SECTION 3
The possible...
...and the wise
THE POSSIBLE...
AND THE WISE...
Some practical advice for creating and distributing thought leadership
SECTION 4
WHAT TO TALK ABOUT?
● Relevant to target audience?
● Authority
● No conflict of interest
● Aligned
Make it easy for senior stakeholders to contribute and/or approve
Don’t forget about everyone else...
Make the most of events...
3 x video images
Think different mediums...
5 images
5 images
Think different mediums...
Create a distribution plan
5 images
KEY TAKEAWAYS
❏ Get senior buy-in to your thought leadership content strategy
❏ Don’t ignore the expertise of your team mates
❏ It’s not about form - it’s about quality & expertise
THANK YOU! ANY QUESTIONS?
Slides are now on our site:
where you can sign up to be notified of the video of this
Masterclass.
bit.ly/oiconfb2b
Find us at Stand 18
@AxonnMedia
