Creating a Quality B2B Content Marketing Strategy
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Creating a quality content marketing strategy in a large B2B enterprise involves defining roles like content marketers and channel managers. It also requires business alignment, developing persona types and mapping the buyer journey to content. An effective strategy distributes content across owned, earned and paid channels and focuses on highly valuable "big rock" content that becomes the definitive resource on a topic. Initial results for Schneider Electric showed conversion rates 3-6 times higher than traditional campaigns, encouraging further development of their content strategy.
Creating a Quality B2B Content Marketing Strategy
- 1. Creating a quality content marketing strategy in a large B2B enterprise Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric Confidential Property of Schneider Electric Digital Marketing Exchange – London, 27 September 2016
- 2. What is a story? ‘Story’, from latin Historia: recital of true events; narrative of fictitious events meant to entertain @giusec
- 3. When is a story effective? When told well and succeeds in convincing you of its point @giusec
- 4. When we feel fulfilled it becomes OUR experience
- 5. Page 5Confidential Property of Schneider Electric | “Marketing is no longer about the stuff that you make, but about the stories you tell” – Seth Godin @giusec
- 6. The first Banner Ad (1994) Page 6Confidential Property of Schneider Electric | 44% CTR Today the average is 0.04%
- 7. Page 7Confidential Property of Schneider Electric | Content Marketing is the process of developing & sharing relevant, valuable and engaging content to target audience with the goal of acquiring new customers or increasing business for existing customers.
- 8. You get what you give It’s the brand that gives away the most useful information that wins. @giusec
- 9. 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 9Confidential Property of Schneider Electric |
- 10. The B2B Content Marketing paradox Content Marketing strategy in a large B2B enterprise Page 10Confidential Property of Schneider Electric |
- 11. B2B Content Marketing Strategy in 10 Easy Steps Page 11Confidential Property of Schneider Electric |
- 12. B2B Content Marketing Strategy in 10 Easy Steps Page 12Confidential Property of Schneider Electric |
- 13. Define the case for change and gain organizational buy-in Content Marketing strategy in a large B2B enterprise • Make sure all stakeholders understand the case for change: • Increase Marketing Opportunities • Simplify the content creation and management process; redefine content production ecosystem • Integrate Content, PR, Social Media – The most innovative companies have merged social, content and PR • Improve geographical distribution and amplification Page 13Confidential Property of Schneider Electric |
- 14. B2B Content Marketing Strategy in 10 Easy Steps Page 14Confidential Property of Schneider Electric |
- 15. Business Alignment, Mission Statement Page 15Confidential Property of Schneider Electric | • Content Marketing is part of a wider Marketing Plan and has to be aligned with Business priorities and company’s brand strategy • Content Marketing wants its own mission statement Help Small Businesses Do More Business. To become the largest source of inbound leads. The destination for Data Center Professional. We want to provide relevant content to help simplify the process of assessing, planning, designing, building and operating data centers. AMEX SCHNEIDER ELECTRIC DATA CENTER Your strategy has to be DOCUMENTED
- 16. B2B Content Marketing Strategy in 10 Easy Steps Page 16Confidential Property of Schneider Electric |
- 17. Insight on a Transformation from a Traditional to a Modern Marketing Approach ONE Content Editorial Board is the place where things happen. The editorial board manage planning, production and distribution of all contents through all channels (Social Media, PR, SEO, Emailing, etc.) Define Content Marketing Roles and Functions • Content Marketer/Editor. Strategizes, writes, and oversees content projects to ensure brand consistency and alignment with business objectives. • Channel Managers. Distributes content across social channels, engages online communities, and contributes to content projects. • Analytics. Defines best/ worst performers, conversion optimization and measurement communications Page 17Confidential Property of Schneider Electric | • Designer. Brings content to life through the user experience and rich visuals. • Contributors. Any content creator - blogger, photographer, designer - who contributes to your project. • SEO/Paid Specialist. Manages the paid distribution of content online.
- 18. From Content Chaos to Content Strategy Page 18Confidential Property of Schneider Electric |
- 19. B2B Content Marketing Strategy in 10 Easy Steps Page 19Confidential Property of Schneider Electric |
- 20. Persona types Content Marketing strategy in a large B2B enterprise Page 20Confidential Property of Schneider Electric | IT Professional C-level Colocation DC Professional Plant / Facility Mgr IT Reseller
- 21. Page 21Confidential Property of Schneider Electric | Persona, Buyer Journey and Content Mapping are at the core of your Content strategy IT Professional C-level Colo DC Professional Plant / Facility Mgr IT Reseller PurchaseAwareness Consideration Checklists eGuides eBooks White Papers Editorial Content Analyst Reports Bog Posts Videos Catalogs Webinars Case Studies White Papers Samples Product Spec Sheets Free Trials Demos Consultations Estimates Quoted Coupons SE Blog APC.com SE.com APC Blog Persona profiling Buyer Journey and Content Mapping Content Hubs PurchaseAwareness Early stage Late stage
- 22. 4 amazing examples of Content Mktg Page 22@giusec Content Loop, Cap Gemini Txchnologist, GE StarWars microsite, LEGODestinations, Lonely Planet
- 23. Blog is at the core of our Content Marketing strategy Content Marketing strategy in a large B2B enterprise • WordPress • Our most successful content hub since 2011 • 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) Page 23Confidential Property of Schneider Electric |
- 24. B2B Content Marketing Strategy in 10 Easy Steps Page 24Confidential Property of Schneider Electric |
- 25. Page 25Confidential Property of Schneider Electric | “It’s not the best content that win: its the best promoted content” - Andy Crestodina, Orbit Media
- 26. Page 26Confidential Property of Schneider Electric | The YAY-BOO! Scale Content Dist Channels and Social Media Content Marketing strategy in a large B2B enterprise YAY! BOO! (B2B version)
- 27. Content Distribution & Amplification Page 27Confidential Property of Schneider Electric | • Tweet • Tweet quotes from the content • Use Click to Tweet buttons • Pin it to the top of your Twitter feed • Post on Facebook • Post on LinkedIn • Post on Google+ • Share it in LinkedIn Groups • Post on Reddit • Pin it on Pinterest • Email • Send an “In case you missed it” follow-up email • Use the subscription box • Optimise the content for SEO • Align the post with a keyphrase. • Use related phrases in the article • Link to the post from other posts • Email signature • Podcasts, webinars, presentations • Guest blogging • Facebook and Twitter Ads • Retargeting • Native advertising
- 28. @giusec “Content Strategy comes first. Social Media and Channel Strategy will follow.” - me
- 29. Page 29Confidential Property of Schneider Electric | POEM: Paid drives to Owned which drives to Earned Media Content Marketing strategy in a large B2B enterprise
- 30. B2B Content Marketing Strategy in 10 Easy Steps Page 30Confidential Property of Schneider Electric |
- 31. Two Content Marketing analogies: Big Rocks and Turkey Slices Overview and Plans for 2H Big Rocks • “Big Rock” is Highly Valuable Content. It is a substantial piece of content based on the idea of becoming the definitive guide to a conversation that we want to own “Thanksgiving analogy” and Turkey Slices • The idea is to look for opportunities to repurpose content that you already have (as you’re repurposing thanksgiving food for some time…) Page 31Confidential Property of Schneider Electric | Content Distribution & Amplification Content
- 32. The Content Marketing “Power Law” Page 32Confidential Property of Schneider Electric | UniquePageViews Pages • More content doesn’t get more results • Top 10% of your posts are your “big rocks” • The concept of the “Atomization” of content • If your content calendar is holding you to production goals, you’re doing it wrong. The top 10% of posts got more pageviews than the next 90% combined
- 33. Examples of “Big Rock” content
- 34. Content Marketing 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
- 35. Page 35Confidential Property of Schneider Electric | Content Marketing is NOT a Campaign A Campaign is a structured set of Programs enabled by Content
- 36. How to understand that you are doing things right… Page 36Confidential Property of Schneider Electric | “ ” I’m missing a couple of turkey slices and then I’ll be ready to launch next big rock! When you will hear conversations like
- 37. B2B Content Marketing Strategy in 10 Easy Steps Page 37Confidential Property of Schneider Electric |
- 38. Page views Page 38Confidential Property of Schneider Electric | Content dashboard – Summary Content contribution to pipeline for e- DM and non-paid Social Traffic Content Marketing strategy in a large B2B enterprise Unique Visitors Backlinks Sources of traffic Engagement Bounce rate New vs. Returning visitors Time spent on site Shares by content type Conversions Opt-in rates Click through rate Number of leads ROI Listening Share of Conversations (SoC) Customer Sentiment Branded Search
- 39. Our results after first months are encouraging! Overview and Plans for 2H 3-6% Conversion rate Page 39Confidential Property of Schneider Electric | 3-6% +6x • At least 6x higher than the traditional campaign (1% average resp rate) • Average response rate is 0.3/0.5% for DM and less than 0.3% for adverts 2 2 Countries piloting Big Rocks: India and the UK
- 40. B2B Content Marketing Strategy in 10 Easy Steps Page 40Confidential Property of Schneider Electric |
- 41. Page 41Confidential Property of Schneider Electric | Content marketing success takes time. Set up a pilot program as a test, and then, if it’s successful, roll ahead with the series
- 42. Let’s review: Page 42Confidential Property of Schneider Electric |
- 43. All in One Page Build a case for change and align your content marketing strategy to business plan and company’s brand message; define your audience and learn about your customers’ buyer journey; secure proper distribution and amplification and identify the best performing content to optimize your results. Always measure results and set up a pilot program as a test, and then, if it’s successful, roll ahead with the series. Page 43Confidential Property of Schneider Electric | “ ”
- 44. If you want to know more… Page 44@giusec