![▪ ANNUAL REPORT: The State of [your
sector] in [your region] 2017
▪ Detailed analyis: industry trends,
challenges, unique strengths you have to
offer, potential impact of international
developments e.g. Brexit, Trump
Administration
▪ Strong mix of quantiative data and
qualitative insight
Developing content from scratch](https://image.slidesharecdn.com/b2bdigitalcontentstrategy-170427130332/85/B2B-digital-content-strategy-3-320.jpg)
B2B digital content strategy
- 1. Creating a B2B Digital Content Strategy Katie Harrington
- 2. Developing content from scratch Quality over quantity – no fluff or ‘infotainment’ Focus should be on developing a handful of pieces of ‘pillar content’ each year, providing industry executives with immediately actionable insight. Focus should be on exceptional quality, becoming go-to reference points for your sector.2
- 3. ▪ ANNUAL REPORT: The State of [your sector] in [your region] 2017 ▪ Detailed analyis: industry trends, challenges, unique strengths you have to offer, potential impact of international developments e.g. Brexit, Trump Administration ▪ Strong mix of quantiative data and qualitative insight Developing content from scratch
- 4. Developing content from scratch These focused, actionable high quality pieces of pillar content will be repurposed through the year in different formats including visuals, infographics, video, podcasts, PDF downloads etc. 4
- 5. ▪ Social promotion via LinkedIn, Facebook, Twitter as appropriate ▪ Paid amplification – extent and channel to be decided through A/B testing ▪ SEO optimization of blog posts to boost search engine traffic, internal and external linking ▪ B2B influencer campaigns (more on that later) ▪ ‘Lazy links’ to encourage visitors to engage on social ▪ Email marketing to select, targeted clients Promoting content and driving traffic
- 6. 6 • Podcasts and videos to be uploaded to YouTube, embedded on site and shared on social media • Infographics and visuals to be used on LinkedIn to grab attention and direct traffic back to the original report OR blog post on Irish response • Blog post to be shared with 15-20 relevant LinkedIn groups (which each have tens of thousands of members – major growth hack for traffic) Promoting content and driving traffic
- 7. Promoting content and driving traffic 7 What are the secrets of high engagement? • Deliver the right message to the right audience at the right time through the right channel • Develop an engaging tone of voice that is both professional and conversational • Don’t ‘set it and forget it’ – drive the conversation by responding to comments
- 8. B2B Influencer Marketing campaigns • Invite other thought leaders from other organisations that align with yours but don’t compete with it to participate • Include relevant politicians, economists, celebrities, regulators, journalists and other commentators who have strong followings within your target market • Create a podcast or video series hosted by your organisation featuring your senior leaders interviewing these guests • Arrange that your guests will share widely on their social channels8
- 9. How to get senior leaders buy-in 9 Evidence of impact Early engagement Enhanced personal profiles
- 10. Turning employees into active brand ambassadors 10 Content Champions on relevant teams Involvement in content creation and idea generation Private groups on Facebook, LinkedIn or Whatsapp
- 11. Measuring impact and ROI 11
- 12. Analytics 12 Traffic Bounce rate Time spent on site Comments Social engagement PLUS: Regular qualitative feedback from senior leaders and clients Measuring impact and ROI
- 13. 13 Measuring impact and ROI
- 14. 14 Thanks! Any questions? Follow me @wildewords_PR
Editor's Notes
- #3: Unlike the B2C world where much emphasis is placed on churning out a huge volume of content, for the B2B sector and in particular Aviation Finance, a smaller quantity of pieces based on sound research and insights can be more valuable. The information compiled can then be repurposed as infographics, other visuals, podcasts or video.