Measurement of Marketing Communication Performance in B2B Organisations Final
Thought leadership content marketing for B2B organisations
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Transcript of Thought leadership content marketing for B2B organisations
THOUGHT LEADERSHIP CONTENT MARKETING FOR B2B ORGANISATIONS
#OIConf 30 March 2017
Catherine Cooke Head of Social Media
Introduction
● Over 7 years in digital marketing ● Social & content strategies for B2B businesses of all sizes ● LinkedIn trainings for B2B companies
@catherine1090 @axonnmedia
● Why content is important for B2B companies
● What is thought leadership content, & why is it relevant for B2B?
● Linking B2B content to revenue generation
● Practical advice for creating & distributing thought leadership content
MASTERCLASS WILL COVER:
10pieces of content are consumed along the B2B buyer journey.
*LinkedIn: “The Sophisticated Marketer’s guide to thought leadership”
Content
The B2B journey to purchase is long and winding
Awareness: via press &
social media
Consult with
peers/network
Contact chosen supplier
Identify need for a
service
Search online for specific provider
Dialogue with sales
teamSALE
Social media/ press
Website/ search engines
Company website
Email/ newsletter
Months/Years
JEFF ERNST FORRESTER RESEARCH
“Business buyers don’t ‘buy’ your product or service, they ‘buy into’ your perspective and approach to solving their problems.”
of B2B buyers bought from the brand that first demonstrated an understanding of and solution to their problems.
RESEARCH
72%
*LinkedIn: “The Sophisticated Marketer’s guide to thought leadership”
JON MILLER VP MARKETO
“Ideas that require attention, that offer guidance or clarity … [or are] educational and ideally provocative.”
Opinion pieces
authored by senior
people
Press/TV
appearancesTristan Watkins, UK CEO BNP Paribas Leasing Solutions
CHECKLIST
✓ Relevant to industry & target audience?
✓ Unique perspective?✓ Backed up by
evidence?✓ Well-argued & clear?
KEY TAKEAWAYS
❏ Get senior buy-in to your thought leadership content strategy
❏ Don’t ignore the expertise of your team mates
❏ It’s not about form - it’s about quality & expertise