Content
MarketingWhat, Why and How.
The buyer’s journey has changed.
of the60%B2B buying processis over before thefirst sales touch.
Corporate Executive Board Marketing Leadership Study, 2011
The average shopper uses sources before buying, twice as much as in years past.
5.27
10.4
2010 2011http://www.zeromomentoftruth.com/
So...what is content marketing?
It’s the creation, sharing and governance of high-quality, relevant information.
It’s providing knowledge to educate and persuade rather than a “hook” to entice.
It’s about delivering value before the sale.
60%
It’s about winning the first
Content marketing is custom publishing...
...aggregation of expertise...
...thought leadership in public forums...
...insight-driven video content...
...arming influencers with evidence...
...deeper sales tools, usable for free...
...curation, in content-driven social mediums...
...context-centric customization...
Social aggregationbased on followers and subject matter.
Social integration topush this info to newsocial networks.
...search driven via social graphs.
Content Marketing Tactics being used by B2B Sellers
Content Marketing Tactics seen as influential by B2B Buyers
BaseOne B2B Marketing Buyersphere Annual Survey 2011
BaseOne B2B Marketing Buyersphere Annual Survey 2011
Paid, Owned, Earned, Shared Media
Focus On Purpose, Not Technology
Flickr Photo by stevecadman
Thank you!
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