Learn the 5 essential elements of a better B2B content strategy. Every marketer who is producing marketing content for their website and programs should watch this presentation.
Guide Complete Set of Residential Architectural Drawings PDF
The 5 key elements of a better B2B content marketing strategy
1. click here to download a copy of this presentation
The 5 Key Elements of a Better
B2B Content Marketing Strategy
A Better B2B Marketing Clinic
by Nolin LeChasseur
Brainrider
@Brainrider | @Nolin
2. click here to download a copy of this presentation
Better Content is…
• Driven by objectives
• Customer-focused
• Demonstrates subject
matter expertise
• Supports your programs
• Easy to publish & share
• Measurable performance
(Your Customer is here)
@Brainrider | @Nolin
3. click here to download a copy of this presentation
Better content
is not about
you.
4. click here to download a copy of this presentation
Customers Want Content That
Helps Them Solve Problems…
@Brainrider | @Nolin
5. click here to download a copy of this presentation
… Aligned To Their Buying Decision
If your
What’s my How do I fix Are you
customer
is asking: problem my problem right for me
Education Solutions Credentials &
They
want:
& Thought & Product Decision
Leadership Suitability Support
• Trends • What is the solution & • Pricing
how does it work
• Benchmarks • Bench strength
What to • Solution comparisons demonstration
• Analyst coverage
share • Pitfall analysis • Case studies
• 101 Education
with • Readiness & suitability
• How to guides • ROI/TCO
them: assessments
• How other people • How to buy
• How do I choose a
are solving this vendor • Working with us
@Brainrider | @Nolin
5
6. click here to download a copy of this presentation
… Aligned With Your Programs
If your
What’s my How do I fix Are you
customer
is asking: problem my problem right for me
ACQUIRE PROSPECTS
Program
Education Solutions Credentials &
They NURTURE& Product
PROSPECTS
Objective:
want:
& Thought Decision
Leadership Suitability Support
DETERMINE SALES-READINESS
• Trends • What is the solution & • Pricing
how does it work
• Benchmarks • Bench strength
What to • Solution comparisons demonstration
• Analyst coverage
share • Pitfall analysis • Case studies
• 101 Education
with • Readiness & suitability
• How to guides • ROI/TCO
them: assessments
• How other people • How to buy
• How do I choose a
are solving this vendor • Working with us
@Brainrider | @Nolin
7. click here to download a copy of this presentation
How to Build A Content Strategy
Prioritize measurable
objectives
Articulate the
business you’re in
using customer terms
Profile your target
customer segments
Identify content
that’s working now
Develop content
aligned with what
your customer wants
to know
@Brainrider | @Nolin
8. click here to download a copy of this presentation
Prioritize Measurable Objectives
How many qualified customers…
Generating VISITOR Find you & your expertise
Awareness
&
Acquiring PROSPECT
Identify themselves &
Prospects give permission for contact
Recently active, or re-activated
Nurturing Engage with your content
ACTIVE
Prospects PROSPECT Segment: Tell you what they want to know
Segment: Tell you more about themselves
Determining Meet MQL/SAL criteria
Sales MQL/SAL
Readiness Signal readiness to buy
@Brainrider | @Nolin
8
9. click here to download a copy of this presentation
We’re In The ____________ Business
@Brainrider | @Nolin
9
10. click here to download a copy of this presentation
Profile your target customer
• Who are you talking to?
• Are there specific groups or segments?
• Think beyond firmagraphics
Who are your 3 best customers?
Who is your perfect customer?
Who are the buyers, influencers, stakeholders?
What key events or initiatives are creating a need?
@Brainrider | @Nolin
10
11. click here to download a copy of this presentation
What content is working today?
• What content do you share today?
• What is it about?
• How do you choose it?
• How is it organized and merchandized?
• Which assets are most engaging?
• What does your audience like about it?
• How can it be further leveraged?
@Brainrider | @Nolin
11
12. click here to download a copy of this presentation
Now align with what
your customer wants to know
@Brainrider | @Nolin
13. click here to download a copy of this presentation
Identify customer needs & pains
• How to …
• How do I …
• Do I need more/less …
• Should we …
• Comparing …
• Choosing a …
@Brainrider | @Nolin
14. click here to download a copy of this presentation
How the process might look
14
15. click here to download a copy of this presentation
Organize by customer needs & pains
16. click here to download a copy of this presentation
How the end result should look
@Brainrider | @Nolin
17. click here to download a copy of this presentation
Resources For Better B2B Marketing
Evaluate your Content, Website, & Programs with our
Free Better B2B Marketing Checklist
&
Enter your company to win a
$2,000 Better B2B Content Audit
Go to Brainrider.com/Nolin
For more helpful B2B Marketing content, visit:
@Brainrider
www.linkedin.com/company/brainrider
Resources: brainrider.info
Articles: blog.brainrider.com
Notes de l'éditeur
Before I start I want to understand your needs in interests in the room. Who in the room is regularly creating content?Who has enough content to fuel your marketing programs?What are some of the content challenges you are facing?Today’s session takes what we do with clients over a 12 week engagement and distills it into some practical advice for you.To make the session even more practical we will take a look at some real life examples and with you help demonstrate how to get to better content.
Let’s define better
You are already very good at talking about yourself with credentials, product info, about us.To double check just look at your site navigation. It likely includes “our products”, “our services”, “about us”, “our news”.And customers appreciate it because you are a pretty cute guy.But it is about what your customers want.Think of the cocktail party guest who only talks about himself. He is never that interesting!
Practical content, described in their words, and useful information as they go through the stages in their decision making process.
Setup implicit qualificationGive you content for different CTA’sIdentify existing content gapsIt is all about your customer. Its about being findable, relevant, and using the value of what you know to connect with and convert them.No matter what business stage potential customers are at (i.e. acquire customers, build loyalty, or service customers), they will still be looking for content in different decision stages.
And that content should also implicitly support your marketing programs.
Let’s discuss the 5 key elements of a better B2B content strategy:Prioritize measurable objectivesArticulate the business you’re in using customer termsProfile your target customer segmentsIdentify content that’s working nowDevelop content aligned with what your customer wants to know
There are really 4 marketing objectives that matter at the end of the day.And don’t get confused - BANT is SQL/Sales Activity measurement, not marketing.
Practical content, described in their words, and useful information as they go through the stages in their decision making process.
Customers usually articulate needs & pains with questions and statements that start with phrases like these.
Brainstorm with your internal team of customer-facing roles: sales, marketing, customer service, etc. You might even want to invite a couple of customers who are keen to help.
Categorize those customer needs and pains into a manageable number of categories – usually between 3-6. Then use those categories to:Present your content to customersPlan and organize your content developmentMeasure content engagement to learn what categories are the most valuable to your target audience
Take a look at some examples of how this works in real life.