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
REVE
NUE
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GEM
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CON
TENT
FEE
DBAC
K LO
OP
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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
NUE
<
ENGA
GEM
ENT
<
AWAR
ENES
S
>
>
>
CON
TENT
FEE
DBAC
K LO
OP
>
>
>
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’
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