Creating a B2B Content Strategy that Drives Revenue

Tamar WeissKickOff AgencyOctober 16, 2015

.tamar@kickoff agency

About MeWorked for large companies and startups in high-growth phasesOne company currently on NASDAQ and another that exitedData science, personalization/customizationContent marketing

What is a Content Strategy ?

Part 1• What is content marketing?• The Digital Funnel• Content Marketing at all Stages of the Funnel

Part 2• 4 Steps to Generating Revenue

What is a Content Strategy ?

The creation, publication, and governance of useful, useable content .

What is a Content Marketing Strategy ?Developing the larger story that an organization tells by focusing on ways to engage an audience, using content to drive profitable behaviors.

What is a Content Marketing ?

The Content Marketing Funnel

The Marketing Funnel

** more familiar with these methods, many can be measured and they drive revenue more quickly

BRANDING vs. LEAD GEN/REVENUE

free whitepapers, guides, marketing videos, social media, PR/awareness, influencer relations

TOFU

case studies, free samples, catalogs, FAQ sheets, spec sheets, brochures

MOFU

free trials, demos, estimates, coupons, consultations

BOFU

Generating Revenue

Step 1 - Pinpointing the right audience

• Who can afford to buy your product?

• More than just buyer personas• What kind of job title does this lead have? • Do they work in a specific industry?• Has sales pinpointed a specific account to target this year?

• B2B software startups in Israel who just had round 2 of funding• HP, Target or Panaya

Generating Revenue

Step 2 – Researching Trends/Spending Habits of Your Target Audience

• What are the issues your target audience members face? • What are the trends in the field?• Where are they spending their budgets on solutions?

• Learn the lingo for your target’s field • If everyone in that industry is talking about a certain topic, you should too! • Show the target audience you know what you are talking about

Generating Revenue

Step 3 – Discovering Your Product’s UVP

• Why should customers choose your product?• How do they tell their brand story through their content?• Visuals? Texts? A company blog? Or do they publish on 3rd-party sites?

• How well are they serving your audience’s industry?• Do they focus on key customer needs, or provide info. on products and

services? • Are there gaps in the content they produce? Or are there issues they

are failing to discuss?

Generating Revenue

Step 4 – Developing Your Content Marketing Strategy

• Research the competition

• Is it easier to use?• Faster to implement?• Offer features that cater to needs the market doesn’t currently have a

solution for?

• FIND A GAP THAT YOUR CONTENT CAN FILL

Case Study from Synthesis

Case Study from Synthesis• Web hosting is a very saturated market, UVP is SEO and content

marketing tools• Great CTA tells you exactly why you need to choose Synthesis• Good LP example, links to whatever content they’ve chose (TOFU, MOFU,

BOFU)• Can be easily measured

Case Study from Uber

Case Study from Uber• Launches “Momentum”, for its 150,000 drivers• Expanded to 210 cities last year and is adding 50,000 new drivers per

month, drivers can learn about Uber’s new markets and read stories about Uber’s new drivers

• Creates a community and engages them • Will it drive revenue? Too soon to tell – Launched in March 2015

• Joe Pulizzi says it takes 12- 18 months to establish an audience

Case Study from Crowe Horwath

Case Study from Crowe Horwath

• Public account and consulting firm• Targeted C-level prospects in financial institutions with over 1 billion

in assets across the buying cycle• The company’s content marketing plan included 48 pieces of

content in 4 different topic areas, with tactics that included: executive briefs, case studies, infographics, checklists, Q&A’s, and a video

Case Study from Crowe Horwath

• Infographic shows compliance with latest financial regulations

• Result: According to TopRankBlog, it had a 70% open rate, 778 engaged contacts, two of which brought in $250,000 in revenue

• Company moved up in ranks to 8th place in revenue growth in accounting industry

Sources

1. https://howshost.com/synthesis-review/2. http://linkis.com/oT8yW3. http://www.thekingdom.com.au

/knowledge/how-long-does-it-take-to-get-content-marketing-to-work4. http://contentmarketinginstitute.com/2014/07/b2b

-content-marketing-strategy-drives-revenue/

Thank you for watching