Taking the 'boring' out of B2B content marketing

Post on 10-May-2015

323 views 4 download

description

Luke Brynley-Jones gives an introduction to B2B content marketing and the workarounds for creating exciting content in the business sphere.

Transcript of Taking the 'boring' out of B2B content marketing

B2B Content MarketingLuke Brynley-Jones – Founder & CEO

OUR SOCIAL TIMES - SERVICES

© Our Social Times

Social Media

Strategy

Social Media

Training

Social Media

Insights

Social Media Marketing

StrategyPlanningReviewsAudits

TrainingMentoring

Community Building

CampaignsLead generation

MonitoringMeasurement

AnalysisReporting

© Our Social Times

OUR SOCIAL TIMES - CLIENTS

© Our Social Times

B2B CONTENT MARKETING

Why content marketing?

© Our Social Times

5 REASONS WHY WE’RE HERE TODAY:

1. B2B companies with blogs generate (on average) 67% more leads than those without blogs.

2. 87% of B2B marketeers use social media to distribute content.

3. Marketeers now spend an average of 25% of their budget on content marketing.

4. Companies with <10 staff spend an average of 42% of their budget on content marketing.

5. 62% of companies outsource their content marketing.

© Our Social Times

B2B CONTENT MARKETING

How does B2B Content Marketing work?

Stronger relationship

Customer lifetime value

ViewsEngagement

New leads

Direct sales

LEAD GENERATION

CUSTOMER RETENTION

AWARENESS

CONTENT ENGAGEMENT

New fans/followers

New contacts

REACH

© Our Social Times

TYPES OF CONTENT

1. Blog posts2. Videos3. Presentations4. Infographics5. White papers/reports6. Webinars7. Microsites8. e-books9. Others?

© Our Social Times

DESTINATIONS & DISTRIBUTION

Channel Destination Distribution mechanism

Website For downloads and services (e.g. step-by-step guides).

To website visitors and browsers (via SEO)

Blog For any type of content, incl. infographics, news and videos.

To RSS and email subscribers and Googlers (via SEO)

Twitter (+Vine) For instant content, e.g. photos /videos of events.

To followers, and wider using #hashtags

Facebook For photos, videos, news, competitions etc.

To fans and wider audience using ads and Groups.

Google+ For photos, videos, news etc. To followers and wider audience via Communities.

YouTube For videos To subscribers and wider web via social sharing

LinkedIn For any type of content, including docs (PDF/Word).

To contacts or Groups and wider via social sharing.

Slideshare For PPT, PDF, video To subscribers and wider web via social sharing

B2B CONTENT MARKETING: PROCESS

© Our Social Times

© Our Social Times

NO MORE ‘ME TOO’ POSTS…

Taking out the ‘Boring’

© Our Social Times

FINDING A COMPELLING CAMPAIGN CONCEPT

Image credit: RankManiac

© Our Social Times

ANYTHING CAN BE INTERESTING…

© Our Social Times

IN A ‘BORING’ INDUSTRY – FUN STANDS OUT

© Our Social Times

‘USEFUL’ WORKS JUST AS WELL

© Our Social Times

TIME TO CHANGE YOUR PRODUCT NAMES?

© Our Social Times

TITLES ARE CONTENT

1. Use the most compelling statistic or fact in the post – e.g. 7% of Twitter users aren’t human

2. Make it interesting – e.g. 10 inventions that shouldn’t work under water, but do

3. Make it easy – e.g. 5 things you didn’t know about blue-tooth

4. Make it topical – e.g. What today’s product launch means for you

5. Optimise it – e.g. The beginner’s guide to smart thermostats

© Our Social Times

SOME PEOPLE CAN TWIST ANYTHING TO BE INTERESTING

© Our Social Times

VIDEOS SPEAK LOUDEST

© Our Social Times

INFOGRAPHICS FOR… EVERYTHING

© Our Social Times

A LITTLE HUMOUR GOES A LONG WAY

© Our Social Times

EXPERIMENT WITH INTERACTIVITY

© Our Social Times

EXPERIMENT WITH FORMATS

© Our Social Times

NEW FORMATS: ONLINE PRESENTATIONS

© Our Social Times

COULD YOU BECOME MEDIA?

© Our Social Times

BUT IT’S NOT ALL FUN…

The real challenge of B2B content marketing…

© Our Social Times

OH…

http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

© Our Social Times

BE INSPIRED…

Some quotes to leave you with…

© Our Social Times

CONTENT MARKETING - KEYS TO SUCCESS

“People need stories more than bread itself. They tell us how to live, and why." – Arabian Nights

© Our Social Times

CONTENT MARKETING - KEYS TO SUCCESS

© Our Social Times

CONTENT MARKETING - KEYS TO SUCCESS

“You have to understand that nothing appeals to everybody.” Gene Simmons of KISS

luke@oursocialtimes.com@oursocialtimes

+44 (0)845 463 1435

oursocialtimes.com

Can we help you?