Content Distribution Strategy for Annual Content Strategy Summit

Confidential Property of Schneider Electric

How To Build An Effective B2B Content Distribution Strategy

Annual Content Strategy Summit, 16-17 February, Berlin

Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric

Meet Giuseppe Caltabiano@giusec, giusec.org

Confidential Property of Schneider Electric |

Vice President, Marketing Integration - Content, Social Media, PR strategyIT Division, Schneider Electric

Schneider Electric: a global specialist in Energy Management and Efficiency technology

Balanced geographies – FY 2015 revenues

€26.6 billionFY 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

Schneider Electric – Investor RelationsExtract from Full Year 2015 Results presentation

Let’s start our journey

Build the Strategy Content amplification Geographical distribution


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.


The essence of Content Marketing is to help your Customers find the information they need (in relationships to the products

and services you offer).

Pam DidnerContent Marketing Strategist and Author

• Historically B2B has required a more rational approach

• New technologies and content distribution channels are changing the way B2B companies approach clients

• Content Marketing has been adopted by B2B companies at faster speed than B2C

• Content Marketing is facilitating the convergence between B2B and B2C

B2B = still Boring to Boring?B2B Content Distribution Strategy


“Content Strategy comes first. Social Media and Distribution Strategy will follow.”

- me


Content Marketing is ALWAYS ON

Buyer Journey and Content MappingB2B Content Distribution Strategy


4 amazing examples of Content Mktg

@giusec

Content Loop, Cap Gemini Txchnologist, GE

StarWars microsite, LEGODestinations, Lonely Planet

Blogs are at the core of our Content Marketing strategyB2B Content Distribution Strategy

• WordPress technology• Our most successful content hub since 2011• IT Division Data Center blog count as 20% of overall

traffic and content (22 active int and ext bloggers)


Data Center blog

Certainty in a Connected World blog


“It’s not the best content that win: its the best promoted content”

- Andy Crestodina, Orbit Media

JEFF ROHRS CHANNELS SLIDE EXAMPLE

Keywords & SEO StrategyB2B Content Distribution Strategy



The YAY-BOO! Scale Content Dist Channels and Social MediaB2B Content Distribution Strategy

YAY!

BOO!

(B2B version)


POEM: Paid drives to Owned which drives to Earned MediaB2B Content Distribution Strategy

Content Distribution & AmplificationB2B Content Distribution Strategy


• 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

The Content Marketing “Power Law”B2B Content Distribution Strategy


Uni

que

Pag

e V

iew

s

Pages

• More content doesn’t get more results

• Top 10% of your posts are your “big rocks” content

• 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 (content) got more pageviews than the next 90% combined

Your “Big Rock” Content


Download

Introducing the “Big Rock” content frameworkContent Marketing Strategy for B2B


Snackbytes

eDM

Blog posts

Big Rock

Social Media - Twitter

Byline pitch

Banners

Social Media - Sprinklr

Customised for each country

Central vs. Local

• x


Find the optimal balance between Global and Local


Creating content centrally and allowing the countries to fill the gaps might represent a good solution.

Pam Didner defines it as the “servant leadership” relation


Sample from the Country Guidelines“A Practical Guide to Data Center Planning & Design”

Overview: This guide takes the data center professional through step-by-step processes for planning and designing data centers. This guide illustrates clear

methodologies on best practices, incorporates at-a-glance calculators and tradeoff tools, and includes an ample library of verified reference designs to simplify and

shorten the process while improving the quality of the plan.

Audience Definition:Primary Audience: Data Center Professional

The message of this guide trends toward large enterprise sized data centers, but is applicable for

all areas of data center planning and design.

Availability:

The big rock and available turkey slices can be found here:

https://schneider-electric.box.com/s/r0hls4a25doue12mtlipedigbhy2f8mj

Turkey slice availability – see slide 5

Content Owner for Q’s:Heather Palmer

SEO/SEM Keywords:Data center planning, data center

design, data center lifecycle

Sprinkl’r Board Link:https://app.sprinklr.com/ui/v3/content/sam#board/57b5bb4ce4b005b1147bdcfb

Sample



https://app.sprinklr.com/ui/v3/content/sam#board/57b5bb4ce4b005b1147bdcfb

https://app.sprinklr.com/ui/v3/content/sam#board/57b5bb4ce4b005b1147bdcfb


Turkey Slice

Week 1-3 Week 3-6 Week 6-9 Week 9-12

Global Blog - A Practical Guide to Data Center Planning & Design

eDM

Social Content

Social SnackBytes

PR Byline Pitch

Digital/Social Promotion Assets

Timeline and SequencingB2B Content Distribution Strategy

** Remember, Big Rock content is designed to be evergreen and can be used and re-used multiple times. Deploying all turkey slice content at the same time is not recommended and defeats this strategy. **

Sample

We reuse same big rocks but with local content and promotionB2B Content Distribution Strategy


Blog post (central)Big Rock

Blog post (India) Blog post (UK)

Big Rock (Spain)

How we communicate our Content StrategyB2B Content Distribution Strategy


The CONTENT STRATEGIST biweekly internal Newsletter

Content page on Intranet


Content Marketing success takes time. We have completed pilot programs, collected inputs and now we are ready to deploy globally

HVC launch

Central6We have successfully completed 6 Pilot Programs

to test Content Marketing before going global

HVC launch

UK

HVC launch

India

HVC + Marketo integration

UK

SEM (Paid Search)

UK

SEM (Paid Search)

Australia & New Zealand

5.4xConversion Rate vs. traditional

content(downloads/pageviews)

2,600responses (downloads) in 5

months with 1 piece of content

$ 100,000First marketing opportunities

from 1 piece of content

First figures from Pilot Programs are encouraging!

1.3Mreach via social media

(Planning and Design Guide)

.27%Social Engagement Rate

(Planning and Design Guide)

Measure ROI of Content Marketing by ObjectiveB2B Content Distribution Strategy


Reach Engage RetainConvert

All numbers YoY

Share of Conversation

Organic Search

Un-branded Search

Page views

Engagement

Time on Site

Downloads

Leads

Conversion rate

Marketing Gen Opportunities

Subscriptions

Upsells

Some references

@giusec

Thank you! Questions?


Content Distribution Strategy for Annual Content Strategy Summit

Marketing

Transcript of Content Distribution Strategy for Annual Content Strategy Summit