How to implement Content Marketing Strategy in a large B2B enterprise
5 likes999 views
This document discusses Schneider Electric's implementation of a content marketing strategy across its large B2B enterprise. It outlines the challenges of transforming from traditional to modern content marketing in a large company. The strategy involved creating an editorial board, integrating content, social media, and PR, and using pilots to test the approach. Key aspects included focusing on "Big Rock" content, repurposing existing content, and using a framework of owned, paid and earned media to amplify the content. The goal is to position Schneider Electric as a thought leader and demonstrate its technical capabilities to customers through educational content.
How to implement Content Marketing Strategy in a large B2B enterprise
- 1. Implementing Content Marketing strategy in a large B2B enterprise The Case of Schneider Electric content marketing approach Confidential Property of Schneider Electric Presented by: Giuseppe Caltabiano, VP Marketing Integration – Content, Social Media, PR Strategy, Schneider Electric @giusec, www.giusec.org
- 2. Meet Giuseppe Caltabiano @giusec giusec.org Confidential Property of Schneider Electric | Vice President, Marketing Integration - Content, Social Media, PR strategy IT Division, Schneider Electric
- 3. • 3 Takeaways • The challenge for large B2B enterprises • The first steps, the process, the editorial board • Integrating Content, Social Media, PR • “Big Rocks” and “Turkey Slices” • The role of pilots • Internal Comms and the challenge with distribution • Mar-tech • Next steps Outline Page 3Confidential Property of Schneider Electric |
- 4. Today’s Topics and takeaways Content Marketing strategy in a large B2B enterprise • Insight on a transformation from a traditional marketing to a modern content marketing strategy in a large B2B firm • Case history on a seamless integration of content, social media and PR with a complex martech infrastructure behind • The challenge of going with pilots. Highlights, lowlights and lesson learned. Page 4Confidential Property of Schneider Electric |
- 5. Schneider Electric: a global specialist in Energy Management and Efficiency technology Balanced geographies – FY 2015 revenues €26.6 billion FY 2015 revenues 43% of FY revenues as Solutions 5% of FY revenues devoted to R&D 43% of FY revenues in new economies Four integrated and synergetic businesses – FY 2015 revenues 27% North America 18% Rest of the World 26% Western Europe 29% Asia- Pacific 45% 21% 20% 14% IndustryBuildings & Partner Infrastructure IT Page 5Schneider Electric – Investor Relations Extract from Full Year 2015 Results presentation
- 6. Page 6Schneider Electric – Investor Relations
- 7. B2B = still Boring to Boring? Content Marketing strategy in a large B2B enterprise • Historically B2B required a more rational approach • New technologies and new channels (social media) are changing the way B2B companies approach clients • Content Marketing has been adopted by B2B companies at faster speed than B2C Page 7Confidential Property of Schneider Electric |
- 8. B2B vs B2C - Content Marketing tactics Content Marketing strategy in a large B2B enterprise Page 8Confidential Property of Schneider Electric |
- 9. The case for change (in a large enterprise) Content Marketing strategy in a large B2B enterprise • Increase Marketing Opportunities • Simplify the content creation and management process • Integrate Content, PR, Social Media • The most innovative companies have merged social, content and PR • Redefine content production ecosystem • Improve geographical distribution and amplification • Focus global on content creation and local on activity/content amplification • Measure our success Page 9Confidential Property of Schneider Electric |
- 10. Project Timeline for Schneider Electric Content Marketing (IT Division) Page 10Confidential Property of Schneider Electric | 2017 Today Aug Oct Dec 2016 Apr Jun Aug Oct Dec Project starts, Assessment Aug 31 New documented Content Mktg Process/Strategy in place Oct 15 New unified Ed Board starts its journey Nov 16 Content Marketing Pilots start Jan 1 Big Rock launch Sep 1 New Content Hub live? Oct 1 CMP? Nov 1 Aug 1 Dec 31Content Marketing Journey Aug 1 Phase 1: Process & Change Mgmnt Dec 31 Jan 1 Sep 1Phase 2: Pilots Sep 1 Dec 31Phase 3: Big Rocks launch
- 11. Persona types Content Marketing strategy in a large B2B enterprise Page 11Confidential Property of Schneider Electric | IT Professional C-level Colo DC Professional Plant / Facility Mgr IT Reseller
- 12. (Multi) Content Hub Strategy Content Marketing strategy in a large B2B enterprise Listen Explore Inquire and consult Purchase Get delivered Operate & Maintain Get connected and optimize Page 12Confidential Property of Schneider Electric | Awareness Consideration Purchase/Accelerate Business Retain Customers Customer Journey Cycle Be seen as thought leader in the industry Demonstrate benefits of our value prop Objectives Proof our technical capabilities and solutions Transform customers in ambassadors Content purpose Attract Educate Build Trust Engage Content Mktg Hub for professionals in early phase of buyer journey SE BlogNew Hub SE.com
- 13. Confidential Property of Schneider Electric | Martech and Our Content Strategy Content Marketing strategy in a large B2B enterprise ONE Content Editorial Board Publish ONE Content Calendar Content creation PARTNER ECOSYSTEM INTERNAL RESOURCES DC SCIENCE CENTER Owned Media Paid Media Earned Media Input, Strategy & Planning Creation Amplification Geographical distribution Distribution MeasurementConversion/Nurturing Content Marketing Platform
- 14. Blog at the core of our Content Marketing strategy Content Marketing strategy in a large B2B enterprise • WordPress • Our most successful content hub since 2011 • 4,019,659 all time blog views • Average blog generates +4,000 views and +150 shares per post (LI, Twitter, FB) • IT Division Data Center blog count as +50% of overall traffic and content • 22 active int and ext bloggers • 0.24% to 0.6% response conv rate Page 14Confidential Property of Schneider Electric |
- 15. “Big Rocks” & “Turkey Slices”: 2 Content Marketing analogies Content Marketing strategy in a large B2B enterprise “Big Rock” is Highly valuable content. Big Rock is a substantial piece of content based on the idea of becoming the definitive guide to a conversation that you want to own “Thanksgiving analogy”: the idea is to look for opportunities to repurpose content that you already have (as you’re repurposing thanksgiving food for some time…) Page 15Confidential Property of Schneider Electric |
- 16. Page 16Confidential Property of Schneider Electric | “Even the best content won’t promote itself” Jason Miller, LinkedIn
- 17. Page 17Confidential Property of Schneider Electric | POEM: Paid drives to Owned which drives to Earned Media Content Marketing strategy in a large B2B enterprise
- 18. Our Content Framework Content Marketing strategy in a large B2B enterprise Blog Traffic TWITTER SHARES FACEBOOK SHARESLINKEDIN SHARES (Even More) Blog Traffic Ppt on Slide Share Customer Testimonial Webinar “Meet the Expert” video GATED CONTENT (WPs, E-BOOKS, ETC.) MARKETING OPPS $ eNEWSLETTER + PAID MEDIA Earned Media SEO/KEYWORDSTRATEGY Paid Media Owned Media Owned Media “Big Rock” content
- 19. • Content marketing success takes time. It’s not a campaign with a start and stop date • Budget, processes and approvals might bring your content marketing initiative to failure • Set up the pilot as a test, and then, if it’s successful, roll ahead with the series • If your sales cycle is typically nine months, deploying a content marketing pilot across one quarter will not demonstrate the results the program can achieve Page 19Confidential Property of Schneider Electric | The Role of Pilots in Large Enterprises Content Marketing strategy in a large B2B enterprise
- 20. “IT Division Content Strategist” Internal Newsletter Content Marketing strategy in a large B2B enterprise Page 20Confidential Property of Schneider Electric | • Result of cooperation with Internal Comms • Every 2-3 weeks • Target SMMs and ITB Field Mktg • Link to calendar • Includes links to content: blog posts, visuals, PR, launch content, etc. Editorial Documented Strategy and Tools Highlighted Content list
- 21. Conclusions and Next Steps Content Marketing strategy in a large B2B enterprise • 2015 was a year of listening and change management; 2016 is a baseline and execution year • We do have business case for change • Our content strategy is clear and documented • Pilots are a must in large enterprises • Content doesn’t promote itself – distribution and amplification are critical to the success • A new set of tool will improve distribution and enable countries with local content planning Page 21Confidential Property of Schneider Electric |
- 22. Page 22Confidential Property of Schneider Electric |
- 23. Questions? Thank you! Content Marketing strategy in a large B2B enterprise Page 23Confidential Property of Schneider Electric |