What works in B2B technology content
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Transcript of What works in B2B technology content
WHAT WORKS IN B2B TECHNOLOGY CONTENT
WEBINAR: 29TH SEPTEMBER, 2PM GMT
THANK YOU!
YOU WALK AWAY WITH DATA THAT PINPOINTS WHAT CONTENT WORKS (AND WHAT DOESN’T)
BASED ON 100,000+ DOWNLOADS
YOU WALK AWAY WITH INSIGHTS FROM INSIDE ONE OF THE WORLD’S
BIGGEST TECHNOLOGY PLAYERS
YOU WALK AWAY WITH 5 TAKEAWAYS BASED ON WORK WITH CLIENTS SUCH
AS IBM, BOX, THOMSON REUTERS
DON’T MISS… TECHNOLOGY CONTENT STRATEGY MASTERCLASS
OCTOBER 2016MORE DETAILS AT THE END OF THIS WEBINAR.
YOUR PANEL TODAYBRENT BOSWELL
EMEA Director, TechTarget
SARAH DUNNEMEA Marketing Director,
Symantec
ADAM LEWISHead of Social and Content,
Bright Blue Day
BRENT BOSWELL, VICE PRESIDENT, EMEA
TECHTARGET – A GLOBAL TECHNOLOGY PUBLISHER
WHY CONTENT IS IMPORTANT
LAST BUDGETED IT PURCHASE – STUDY OF 500 EUROPEAN ITDMS IN 2015
IT TAKES A TEAM TO PURCHASE TECHNOLOGY: IT BUYING TEAMS OFTEN INCLUDE 4+ STAKEHOLDERS
MAKE SURE CONTENT CATERS TO EACH BUYING TEAM MEMBER
BUYER SHORT LISTING DOESN’T COME FROM ONE ASSET DOWNLOAD
SPECIFIC ASSETS ARE MORE RELEVANT TO IT BUYERS AT SPECIFIC TIMES DURING THE BUYING PROCESS
CONTENT CREATED SHOULD BE SPECIFIC TO EACH BUY CYCLE STAGE
IDENTIFY IN ALL AREAS OF THE PURCHASE CYCLE OR YOU’LL MISS OUT ON SHORT LISTS
AT TECHTARGET, 45% OF CONTENT DOWNLOADS ARE FROM OUR INDEPENDENT EDITORIAL CONTENT
RELEVANCY IS THE KEY CHARACTERISTIC FOR BUYERS WHEN EVALUATING CONTENT
RELEVANCY DRASTICALLY IMPROVES PERFORMANCE
RELEVANCY DRASTICALLY IMPROVES PERFORMANCE
EUROPEAN BUYERS ARE 50% MORE LIKELY TO DOWNLOAD NATIVE LANGUAGE CONTENT, BUT ABOVE ALL ELSE, RELEVANCY OF CONTENT IS IMPORTANT
TOP PERFORMING VENDOR CONTENT ACROSS EMEA
THE GREATEST MARKETING CRIME IS NEGLECTING TO PROVIDE THE ‘NEXT STEP’
ENABLE BUYERS TO COMMUNICATE WITH EACH OTHER, AND MORE IMPORTANTLY, WITH YOU
QUALIFIED ECM PROJECT
QUALIFIED ECM PROJECT
BUILDING A COMPREHENSIVE CONTENT PLAN
BUILDING A COMPREHENSIVE CONTENT PLAN
BEST PRACTICES TAKEAWAY
Q&A SARAH DUNNEMEA MARKETING DIRECTOR,
SYMANTEC
HOW DOES SYMANTEC APPROACH CONTENT?
WHAT WORKS AND WHAT DOESN’T?!
HOW DO YOU MANAGE THE CONTENT PROCESS INTERNALLY?
HOW IS YOUR CONTENT STRATEGY EVOLVING INTO 2017?
FIVE TAKEAWAYS ADAM LEWIS
HEAD OF SOCIAL AND CONTENT, BRIGHT BLUE DAY @ADAMLEWIS10
TURN YOUR SALES TEAMS IN CONTENT MARKETERS
Staff Publish corporate content
Corporate Profiles share content
Sales Team Targeted content for prospects
Influencers Engage in conversation
Internal SME Amplify their knowledge
MAKE YOUR CONTENT WORK BETTER
Low effort & often
High effort & infrequent
Primary research and thought leadership
Books, ebooks & white papers
Infographics, webinars & presentations
Blog posts & contributed content
Curated content & social media posts
BE DISRUPTIVE TO CUT THROUGH
DON’T JUST FOCUS ON THE C-SUITE
AUDIENCE
C-Suite
Budget Holder
Change Maker
Responsibilities & Goals
Pain Points
Trusted Online Sources
Identified Content Needs
Product User
Procurement
CONTENT IS KINGS BUY RELEVANCE RULES
SHOUT IF WE CAN HELP
GET TOP CLASS STRATEGIC CONTENT:[email protected] @ADAMLEWIS10
GET YOUR CONTENT IN FRONT OF IT BUYERS: [email protected]
SIGN-UP FOR CONTENT STRATEGY MASTERCLASSEXCLUSIVE EVENT AIMED AT SENIOR MARKETERS IN B2B TECHNOLOGY
SHARPEN YOUR PLANNING SKILLS TO MAKE YOUR CONTENT MARKETING MORE IMPACTFUL AND COST-EFFECTIVE.
How content drives revenueTactics for new content ideas
Cut costs without cutting qualityGet more eyeballs on your content
Every attendee gets a free Content Audit.
THANK YOU!