7 STEPS TO PLAN B2B CONTENT MARKETING STRATEGYgetitcomms.com/wp-content/uploads/2016/06/7-STEPS... · Why Do I Want a Content Marketing Strategy? Content marketing can be used to

Why Do I Want a Content Marketing Strategy?Content marketing can be used to solve several business challenges, including, but not limited to, engagement, demand generation, lead generation and nurturing.

Who is My Ideal Audience?Use audience persona to identify your ideal audience. Some unique features of B2B audiencepersona are �rmography (industry, revenue size, etc.) and behavioural and geographical data.

Lead Generation Sales

85% 84%

Lead Nurturing

ORGANIZATIONALGOALS FOR B2BCONTENT MARKETING

PERCENTAGE OF B2B MARKETERSWHO HAVE A CONTENT MARKETINGSTRATEGY

78%

Brand Awareness

77%Engagement Customer Retention / Loyalty

76% 74%

Customer Evangelism /Creating Brand Advocates

61%Up sell / Cross-sell

58%

Linkedln Twitter

66% 55%

YouTube

EFFECTIVE RATINGSFOR B2B SOCIAL MEDIAPLATFORMS

CONTENT FOCUS

51%

SlideShare

41%

FacebookInstagram

30% 22%

Pinterest

20%

Google

13%

1.

2.

Which Platform is Best For Me?Your content publication platform should be your own blog (the hub). Use appropriate social media channels (the spokes) to engage with your audience.

3.

What Should My Content Convey?What type of topics should you cover? Use keyword research tools from Google, Buzzsumo, websites like Quora, and actual interviews to discover your audience’s interests.

4.

Where are the Content Gaps?A content audit can map your existing content to your medium, persona, and buying stage to identify content gaps, and what content you can repurpose. Ensure content consistency and accuracy. 5.

How Can I Distribute Content?The visibility of content pieces on the internet is crucial. Without proper distribution or syndication, content--no matter how great--has little value.

6.

How Do I Know I’m Effective?Monitor, measure, and optimize your content marketing performance and strategy periodically.

7.

Not Documented

58% Documented

32%

Find out where your targetaudience’s watering

holes are: Where they get together and share ideas

e.g. LinkedIn, Twitter

Create and prioritizeyour audience

personas

Undertake a content audit

Producecontent

“Don’t build yourcontent house

on rented land.”

Identify audiencemedia consumption

patterns

Hub-and-Spoke model:Own the content,

syndicate indi�erent channels

STEPS TO PLANB2B CONTENTMARKETING STRATEGY

Prioritise goalsand set KPIs

What your audiencewant to hear

YOUR CONTENT FOCUS SHOULD BE THE CONFLUENCEOF WHAT YOUR AUDIENCE WANTS TO HEAR, WHAT

YOU WANT TO SAY, AND WHAT’S UNIQUEABOUT YOUR STORY.

What’s uniqueabout your story

What youwant to say

Create aneditorial calendar

TOFU

MOFU

BOFU

Search EngineMarketing (SEM)

Promoted Post(e.g. Promoted Tweets)

55% 48%

ContentDiscovery Tools

EFFECTIVENESS RATINGSFOR B2B PAID ADVERTISINGMETHODS

45%

Social Ads(e.g. Linkedln ads)

Native Advertising (long-formpaid content placement

on external sites)

45%Print or Other

Offline Promotion

40% 31%

Traditional OnlineBanner Ads

29%

OrganicSyndication

Monitor and measureyour content marketing

performance againstKPIs de�ned originally

Optimise your contentto align with yourcontent marketingmission statement

SalesLead Quality

SalesOther

HigherConversion Rates

SEO Ranking/Subscriber Growth

SalesLead Quantity

Brand Lift

WebsiteTra�c

Source: 2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

THE MOST IMPORTANT METRICSB2B CONTENT MARKETERS USE

PaidSyndication

SEO optimization

31%5%

6%

9%3%

13% 23%

7%

Zero down on‘Why Content Marketing’

and get buy-in fromall stakeholders

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Awareness

Interested

Named

Prospect

Lead

Opportunity

Sales

Customer Lifecycle – Content Matrix Channel - Content Matrix

Persona - Content Matrix

Document thecontent marketingmission statement

content marketing

CreateContent

CurateContent

RepurposeContent

A PROPER CONTENT AUDIT ENABLES BUSINESSESTO TARGET SPECIFIC BUYER PERSONAS ALONGTHE DIFFERENT STAGES OF A BUYING CYCLE.