How to Take the Boring out of B2B Content - slides 04/29/14

#123webinar | @webmarketing123
How to Take the
BORING
out of B2B Content.
Tuesday, 4/29
1PM ET/10AM PT

1. Who’s the presenter?
2. Can I ask questions?
3. Can I have a copy of the slides?
Tweet @webmarketing123 or use #123webinar.
Yes! Email results@webmarketing123.com.
4. How do I get a live site analysis?
Chat us your website and top 2 keywords.

#123webinar | @webmarketing123 3
Our agency builds cutting-edge
digital demand gen strategies.
Search Engine Optimization
Website Redesign
Paid Search & Display
Content Creation
Top 500 Fastest
Growing Private
US Companies.

1 The Science of Share Worthy Content
Why Epic Content is Worth Your Time & Budget
2 Smart Content Distribution Strategy
How to Ethically Build Links & Boost Rankings
3 Drive Revenue with Content
How to Finally Close the Loop on Content ROI
4 Live Site Analyses
Get a 2nd Opinion on Your Digital Marketing
On the Agenda

Source: “Cold, Hard Content Marketing Stats,” Kapost
Fact: Great content delivers awesome
results.
62%
Costs 62% less than
traditional marketing.
3x
Generates 3x as many leads
as traditional marketing.
6x
Website CVR is 6x higher for
content marketing adopters.
47%
Nurtured leads make
47% larger purchases.
/ Science of Shareworthy Content

93% of
marketers use
content, yet
only 42%
consider
themselves
effective.
Source: “2014 B2B Content Marketing Trends”,
Content Marketing Institute/MarketingProfs
However…

Source: “Digital Evolution in B2B Marketing”, CEB & Google; Feb. 2013
1 2 3
Boring,
ineffective
content.
Incomplete
digital
integration.
Poorly-
optimized
channel mix.
Most fumble at implementation.
Companies struggle with 3 content marketing pain points.
1

The average prospect
sees 3,500+ marketing
messages per day.
Source: Yankevich Consumer Research
Content shock is a big problem.
Competition is fierce and time is of the essence.
2

Content shock is a big problem.
Competition is fierce and time is of the essence.
2
“[Create incredible content] so that you can
earn and own an audience soon,
before the world of content goes from the
wild west to an overcrowded, hyper-
competitive field…”
Rand Fishkin
Moz Co-founder
Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014

Beat the crowd.
Create content for people.

It’s a simple formula.
2
3
Evokes emotion – Don’t be afraid to be funny!
Looks pretty- Graphic design matters!
Solves a problem – Make their jobs easier.
1
People like content that:

- Out of the box thinking
- Intended for awareness – Top of
the funnel
- 300% higher download rate vs
other collateral
B2B Examples: Cloud Managed IT

- Highlights the business impact
- Intended for consideration stage –
Top/Middle of the funnel
- Accompanied a white paper
- $1M in pipeline revenue with
several closed deals in the first 3
months of launch
B2B Examples: Payroll Services

- Intended to highlight the data
management implications
- Top of the funnel content piece
- Accompanied a white paper
- $1M in pipeline revenue with
several closed deals in the first 3
months of launch
- 800 contacts were engaged
- $250k in revenue generated
B2B Examples: Public Accounting Firm

Make sure your content can be found.

Calculate your SEO content gap.
How much content do you need to create?
1
/ Smart Content Distribution
Strategy
# of Buyer
Personas
# of Funnel
Stages
Covered
Topics
Possible
Topics[ ]( )
Pieces of content you need to cover your bases.

Choose keywords carefully.
Use Google tools to measure demand and competition.2
Strategy

Prioritize content creation.
Map your keywords & stay organized with a content calendar.3
Strategy

Get Links!
Ensure you get credit for your content4
Strategy
Hyperlink your collateral with strategic keyword usage:

Get Links!
Ensure you get credit for your content4
Strategy
What if they don’t link to me?!?!:
http://moz.com/ugc/guide-to-using-unlinked-brand-mentions-for-link-acquisition-
20981
OR

Build a strategic content distribution plan.

Build distribution into your calendar.
Map content to the funnel and distribute based on lead behavior.
1
Funnel Stage Content Piece
Awareness
Evaluation
Purchase
Educate prospects on the
value of digital marketing
& foster thought
leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
“The Definitive Guide to
Display Advertising”
“How to Close More Deals
via Digital Demand Gen”
“Why the Webmarketing123
Lead Gen Strategy is the
Best”
Strategy

Advertorials
Display Ads (Plus Retargeting)
Email
SEO
Direct Mailer
Campaign Microsite
Infographic
Webinar & Slideshare
Blog Post
Don’t forget your social share buttons!!!
Sample distribution channels
Here are some common channels to start with

Amplify reach with smart advertising.
Invest in top performing content to maximize leads.
2
Test content performance across
channels.
1
Evaluate best content type: eBook,
webinar, video, etc.
2
3
3 paid content campaign factors:
A/B test landing page
& ad copy.
Strategy

Can you evaluate content on revenue?
Webmarketing123, 2014 State of Digital Marketing Report
1 in 4 marketers don’t know which channel
delivers the highest quality leads.
1 in 3 marketers don’t know which
channel generates the most
revenue.
/ Drive Revenue with Content

Tie landing page conversions to revenue in CRM & attribute to mapped
keywords.
You MUST map
keywords!
Focus on content that drives revenue.
/ Drive Revenue with Content

Email results@webmarketing123.com or call 800.619.1570
THANK YOU
Mike Turner
Director of Business Development
Reach out for a copy of our
content analysis framework.
Sign up for a
complimentary
consultation!

1 Is Link Building Dead?
Inside the Link Building Debate
2 The New SEO Blueprint
Actionable Tips to Secure Your Search Rankings
3 Bounce Back from a Google Penalty
Essential Steps to Recovery
4 Live Site Analyses
Get a 2nd Opinion on Digital Marketing Strategy
On the Agenda

LIVE SITE ANALYSES

How to Take the Boring out of B2B Content - slides 04/29/14

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How to Take the Boring out of B2B Content - slides 04/29/14