how to create an effective b2b content marketing strategy

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How to Create an Effective B2B Online Content Marketing Strategy ©2014 Heidi Willbanks

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How do you develop an effective B2B content marketing strategy? You have to look at it from the customer's point of view and determine how to best deliver the most useful, relevant content through the channels that will reach your target audience.

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Page 1: How to Create an Effective B2B Content Marketing Strategy

How to Create an Effective B2BOnline Content Marketing Strategy

©2014 Heidi Willbanks

Page 2: How to Create an Effective B2B Content Marketing Strategy

To make your business the leading information provider for your customers about solutions to their business challenges.

What is the goal of your B2B content marketing strategy?

©2014 Heidi Willbanks

Page 3: How to Create an Effective B2B Content Marketing Strategy

What pieces of online content can you provide to deliver this information?

• Blog posts

• Podcasts

• SlideShares

• Hangouts

• Videos

• Webinars

• White papers

• Infographics

• eBooks

©2014 Heidi Willbanks

Page 4: How to Create an Effective B2B Content Marketing Strategy

What will those pieces contain?

• Interviews with industry leaders

• Customer use stories

• Industry statistics and analyst reports, with actionable advice and insights

• Product tutorials, how-tos

• Guide to measuring ROI on products

• Product roadmap, features, developments

• Anything else your customers tell you they want to learn from you...but you have to LISTEN.

©2014 Heidi Willbanks

Page 5: How to Create an Effective B2B Content Marketing Strategy

How do you discover what content will be most useful? Ask your customers!

• Surveys• Advocate marketing programs

• Social media polls

• Online survey tools

• Listening• Sales team communications

• Comments on social, blogs, communities

• Any customer conversation

• Research where they spend time online

• Who do they follow on social channels?

• What communities and forums do they belong to and participate in?

• What do they share with their social networks?

• What blogs do they read and comment on?

• Where do they go to waste time?

©2014 Heidi Willbanks

Page 6: How to Create an Effective B2B Content Marketing Strategy

TacticsWhat tools are in your content arsenal?

©2014 Heidi Willbanks

Page 7: How to Create an Effective B2B Content Marketing Strategy

Google Hangouts, webinars and interview videos provide content that can be repurposed in multiple ways.

• Create short clips for YouTube with annotations linking to the full version

• Strip audio to create podcasts(put on iTunes)

• Transcribe to create blog posts(What about developing a series?)

Audio & Video

©2014 Heidi Willbanks

Page 8: How to Create an Effective B2B Content Marketing Strategy

• Compile blog posts, webinar slides into eBooks

• Ask industry leaders to contribute articles

• Repurpose eBooks for SlideShare

• Create an email newsletter

Words & Pictures

©2014 Heidi Willbanks

Page 9: How to Create an Effective B2B Content Marketing Strategy

Social• Optimize content for individual channels

• Regularly recycle evergreen content

SEO• Develop keyword strategy and optimize

all content for organic search

Lead Generation• Resist the urge to gate all the things

• Add CTA to ungated content (soft ask)

• Use email opt-in landing pages for gated content

Additional layers

©2014 Heidi Willbanks