@Vanessa _Bright
How These Content Marketing Resources Will Save You Time in 2014s
Vanessa BrightOnline Marketing Manager, Emerson Process Management – Rosemount
February 2014
@Vanessa _Bright2
Interest to Content Marketing is increasing
http://www.widerfunnel.com/best-practices/14-resolutions-for-digital-marketing-success-in-2014
@Vanessa _Bright3
Interest to Content Marketing is increasing
http://www.google.com/trends/explore#q=Content%20Marketing&geo=US&date=1%2F2010%2049m&cmpt=q
@Vanessa _Bright4
Content Marketing searches increase
http://www.google.com/trends/explore#q=Content%20Marketing%2C%20Search%20engine%20optimization&geo=US&date=1%2F2010%2049m&cmpt=q
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Marketers expect to invest more into content
http://adage.com/article/btob/mobile-content-focus-b-b-2014/290904/
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Content Marketing resources
• Content Maps• Examples of great content for inspiration• Content platforms
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Content Maps based on Sales Cycle
Typical issue: Content format v. content topic
Content:• Industry white paper• Case study• ROI calculator
Format:• Video• Webinar• Blog post
Persona Stage 1 Stage 2 Stage 3
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Content Maps based on Sales Cycle
http://www.contentrulesbook.com/ http://manufacturingdemand.com/
@Vanessa _Bright9
User
Buyer
Tech
Recognize problem
Understand possibilities
Compare solutions
CustomerPurchase
Is this an industry trend?
How are others dealing with this?
What can I get?What do others have?
Are other customers happy?
Industry issues overview
Analyst reportsBest practicesCase studiesHow-to guides
Solutions overviewsCase studies
Testimonials
User guidesBest practice guidesRenew remindersNew productsNew features
Worth the investment?
How it will integrate into infrastructure?
ROI measurement
Installation manualsImplementation tipsRenew remindersNew productsNew features
Price listROI studies/calculatorsCase studiesCompany facts
Tech white paperCase studiesDemoDatasheet
Buyer’s Journey (adopted from book Content Rules)
http://www.contentrulesbook.com/
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What prospect is doing
Awareness Education Evaluation Post-purchaseJustification
Beginning solutions search
• What is the scope of potential?
• Who are the suppliers for my need?
Buyer’s Journey (adopted from book Manufacturing Demand)
Purchase
What prospect is asking
Best content types
Has identified key solutions and is examining each
Evaluating solutions against needs
Assembling short list
Has made selection and is ready to buy
Using, updating, upgrading/ expanding
• What do they offer?
• Are their customers successful?
• Do they fit my needs?
• Can I easily see a demo?
• Do they meet my expectations?
• Is the company viable?
• What is the cost?
• Is this a leading, solid product?
• Does it meet or exceed my needs?
• Can I afford to buy and implement?
• Why buy now?
• Do they have a partner in my area?
• How can I easily purchase?
• How to get training?
• What resources are available?
• How / why should I upgrade?
• Industry white papers
• Customer stories
• Press releases
• Company and product white papers
• Produce spec sheets
• Recorded demo
• Educational tips
• Features / benefits
• Competitive and cost comparison
• Free trial• Live demo• Company
awards
• Product / customer reference site
• ROI tools• Customer
stories• Product
awards
• Partner locator
• Promotions or deals
• Service and support information
• Training and user information
• Service and support information
• Cross sell / up-sell
• User community
http://manufacturingdemand.com/
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Buyer’s Journey messaging example
@Vanessa _Bright12
Content Strategy
• Content Strategy supports Marketing Strategy through content• Content Strategy can not exist independently• Common issue: concentration on the channel rather than objective
http://contentmarketinginstitute.com/2014/01/discuss-content-marketing-strategy-before-tactics/
@Vanessa _Bright13
Great Content Marketing examples
Wonderful examples of content materialshttps://library.hubspot.com/
Marketers created many excellent assets; HubSpot examples are good from many perspectives and company’s product is easily understandable for a marketer
• Content asset beneficial for the target audience• Content asset beneficial for the marketing objectives
of the company
@Vanessa _Bright14
Content Marketing campaign example
LandingPage
Thank YouPage
Thank YouEmail
ContentAsset
General
LandingPage
Thank YouPage
Thank YouEmail
ContentAsset
Specific
LandingPage
Talk to us!
Buyer’s Journey
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Great Content Asset features
• Irresistible for the target audience– Unrelated incentives can attract different audience
• Useable in the medium of distribution• Clear calls to action for the next step
@Vanessa _Bright16
@Vanessa _Bright17
http://offers.hubspot.com/marketing-predictions-2014
@Vanessa _Bright18
@Vanessa _Bright19
Easy to read on a computer screen
Desktop computers are still the most widely used method of accessing content
• 68% - desktop• 41% - smartphone• 30% - tablet
B-to-B Magazine – June 10, 2013
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@Vanessa _Bright22
http://offers.hubspot.com/template-how-to-determine-your-2014-marketing-goals
@Vanessa _Bright23
Very clear calls to action (and clickable buttons) at the end of the content asset
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Content Example – personalized content
Irresistible content:
Shows information about company’s competitors
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Content Example – prospect’s data
Evaluation of the current state of the company’s “business”
Identification of what is missing
Showing potential
Excellent call to action, which is easy to read
@Vanessa _Bright28
Content Example - info to keep
file:///C:/Users/Vanessa/Downloads/Worldata%202014%20B2B%20Email%20Marketing%20Calendar.pdf
Content is useful to keep for the entire year
Additional information on the same page with the calls to action
Several calls to action leading to more useful tools
@Vanessa _Bright29
Content Example - automated follow up
Very attractive email with links to videos and calls to action
Based on the recipient's behavior automated follow up email is sent asking for a meeting
@Vanessa _Bright30
Content Marketing Platforms
http://kapost.com/ http://www.compendium.com/
• Organization and distribution of content• Coordination within the organization• Wonderful source of resources related to content marketing
@Vanessa _Bright31
Content Platforms
Excellent e-book The Blueprint of a Modern Marketing Campaign http://content.kapost.com/Blueprint-eBook
Excellent presentation: 6 Steps to Create a Content Marketing Factoryhttp://www.slideshare.net/kapostcontentmarketing/exploding-the-whitepaper-ee-presentation
@Vanessa _Bright32
Content is King!
Content
Social Media
SEO
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