Perfect Your B2B Content Marketing Strategy & Boost Effectiveness…Instantly DE FINE YO UR CO NT E NT MA R K E T ING ST R AT E GY WIT H T R A DE SHOWS

Content is King…but Strategy Rules

• Creating a content marketing strategy doesn't have to be mysterious

• Let’s shine some light on this murky topic

• What do B2C marketers work towards all year?

• Black Friday – when retailers go in the black!

• Let’s apply this concept to B2B…

• What do/should B2B marketers work towards all year?

• The annual Trade Show – because it generates a majority of annual B2B sales!

• Simple enough… now, let’s look at some facts…

11/25/2014B2B Copywriting & Consulting 2

5 Facts & Stats… You Should Know

• B2B marketers w/ documented strategy are more effective and less challenged w/ every aspect of content marketing. 1

• Only 44 % of B2B marketers have a documented content strategy.2

• Were 39.2% of marketing budgets (2011) - more than any other channel. 3

• 4 out of 5 of trade show attendees have buying authority.4

• Trade show ROI can run into 7 figures -- achieving majority of annual sales. 5

1 - 2 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America

3 - 4 Source: CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget

5 Trade Show Selling: How to Close Year’s Worth of Business in Few Days, by Carl Henry

11/25/2014 3B2B Copywriting & Consulting

DocumentedContent Marketing Strategy = ImprovedEffectiveness

B2B marketers with a strategy are more effective up to..

B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America

11/25/2014 4B2B Copywriting & Consulting

Percentage of Marketers with a Documented Strategy1

1 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America

11/25/2014 5

Opportunity for Savvy Marketers

Joe Pulizzi says the real number is 15%!

B2B Copywriting & Consulting

Align Content Marketing Strategy withTrade Show Goals

• Trade Show Prep

• Identify Marketing Content

• Benefit-focused content

1st 6-month Cycle

• Engage with Prospects/Customers…

• Inform Marketing Content

Conduct Trade Show • Trade Show Follow-up

• Refine/update Marketing Content

2nd 6-month Cycle

11/25/2014 6B2B Copywriting & Consulting

Trade Show Prep & Content Strategy Alignment

T R A DE SHO W PR E P

• Announcement

• Generate Buzz

• Build & Expand Interest

• Engage New & Existing Customers

CO NT E NT ST R AT E GY

• Press Release/Newsletter/Flyer

• Trade Publication Articles

• Website/Email/Social Media

• Case Studies/White Papers

11/25/2014 7B2B Copywriting & Consulting

Announcement• Get the word out!

• Publish in print and digitally

• 3 – 4 months prior

11/25/2014 8B2B Copywriting & Consulting

Generate Buzz• Special Trade Pub Literature

• Feature New Products/Services

• Highlight Key Company Attendees

11/25/2014 9B2B Copywriting & Consulting

Build & Expand Interest• Website Promotion – Focused Content

• Email tailored to existing customers w/appointment reservations

• Social Media messages to wider audience

11/25/2014 10B2B Copywriting & Consulting

Engagement• Provide In-depth, compelling content

• Uncover needs and wants

• Document desires

• Get the Appointment

11/25/2014 11B2B Copywriting & Consulting

Close the Loop• Refine & customize marketing

content to prospects' needs

• Contact qualified leads

• Qualify other leads

11/25/2014 12B2B Copywriting & Consulting

Strategy Rules…• Trade shows represent HUGE opportunity to close sales

• A Documented content marketing strategy guides you

• Ensures timely, relevant, & compelling marketing content

• Smart marketers plan, prepare & align content marketing with

trade show prep… because it works

11/25/2014 13B2B Copywriting & Consulting

B2B Copywriting & Consulting 11/25/2014 14

11/25/2014 15B2B Copywriting & Consulting

This presentation was created by:

Alex MiloB2B Copywriter & Consultant“Helping generate leads for transportation & logistics companies”

Alex is a professional B2B copywriter and certified SEO copywriter. He consults and writes B2B marketing content

helping transportation and logistics companies develop and implement their lead generation strategies.

He's also a certified professional logistician. He has over 25 years of transportation and logistics experience in

operational, customer service, and business development positions.

Connect with Alex on:

LinkedIn

Google+

www.b2bcopywriting-alexmilo.com

ABOUT