#cnx14 - social content marketing in a b2b world

Track: Social Marketing

#CNX14

#CNX14

Social Content Marketing in a B2B World

Jeffrey L. Cohen, Distinguished Lecturer

Ball State University

@JeffreyLCohen

Track: Social Marketing

#CNX14

Presentation Overview

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Content marketing starts with business

goal alignment.

B2B companies use content marketing to

build trust with prospects.

Throwdown:

gated vs. non-gated content

Track: Social Marketing

#CNX14

Track: Social Marketing

#CNX14

74% of B2B content marketers cite lead generation as their goal for content marketing.

- Content Marketing Institute, 2014

Track: Social Marketing

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Align with Business Goals

Content marketing efforts should not be siloed.

What are executives tracking on a daily, weekly or monthly basis?

What metrics are other departments tracking?

Track: Social Marketing

#CNX14

Track: Social Marketing

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66% of the most effective B2B content marketers have a documented content strategy.

- Content Marketing Institute, 2014

Track: Social Marketing

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Content Builds Trust

People do business with people that they Know, Like and Trust.

Providing information of value builds trust – the key to a relationship.

Marketing is responsible for prospect education more than ever before.

Track: Social Marketing

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Educational content is a great way to build trust with prospects.

Track: Social Marketing

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Track: Social Marketing

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58% of B2B content marketers say their content marketing efforts are not effective.

- Content Marketing Institute, 2014

Track: Social Marketing

#CNX14

Throwdown: Gated vs Non-Gated

Gated: ebooks, webinars, tools and templates

Non-gated: infographics, videos, ebooks, slide decks

A non-gated ebook gets 20 to 50 times the downloads, according to @DMScott.

Leads versus reach

Track: Social Marketing

#CNX14

Track: Social Marketing

#CNX14

Align your content marketing goals to

business goals.

Use content to build trust with prospects.

Know the difference between gated and

un-gated content and when to use each.

Takeaways

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Track: Social Marketing

#CNX14

Track: Social Marketing

#CNX14

Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

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$50StarbucksGift Card

Track: Social Marketing

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Track: Social Marketing

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Questions?

Track: Social Marketing

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CUSTOMER JOURNEY SHOWCASE

MARKETING THOUGHT LEADERS

EMAIL MARKETING PRODUCT STRATEGY& ROADMAP

PERSONAL TRANSFORMATION

& GROWTH

SOCIAL MARKETING MOBILE & WEB MARKETING

DEVELOPERS HANDS-ON TRAINING

INDUSTRY TRENDSETTERS

CREATIVITY & INNOVATION

SALESFORCE FOR MARKETERS

ROUNDTABLES

Track: Social Marketing

#CNX14