How to Customize Your Content Marketing to Match Your Unique B2B Objectives
Post on 18-Feb-2017
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Overview of Content Marketing for B2B
Customizing Your Content
3 Case Study Examples with KPIs/Metrics
Q&A
AGENDA
@marc_engelsman
CONTEXT = INTENT MESSAGING
Find/Explore/Research
Buy/Act Now
Welcome/Welcome Back
Relevant Info
(Other)
Latest News/Promotion
Share
@marc_engelsman
Launching upgraded ecommerce platform to increase usage/revenues
Objective: Sales
Target audiences:Current customersNew customers
Everyday Breaking News CustomersRegular Customers who are Project OrientedWalk Up Ecommerce Customers
AP IMAGES
@marc_engelsman
Intent Message: New and Improved = easy to use and expanded opportunities
Context vehicles:EmailNew Features Instructional Video Library
AP IMAGES – CURRENT CUSTOMERS
@marc_engelsman
Intent Message: New AP Images = world-renowned library at competitive pricing
Context vehicles:InfographicCreative ContestSocialSEO
AP IMAGES – NEW CUSTOMERS
@marc_engelsman
AP IMAGES – INFOGRAPHIC
Raised awareness of Olympics photo collections via infographicwhich earned 30,000 impressions
@marc_engelsman
Non-Profit membership organization promoting search marketing as part of integrated digital content marketing
Objective: Thought Leadership/Engagement
Target audiences:Current members – agencies /advertisersProspective membersSponsorsIndustry Leaders/Press
SEMPO
@marc_engelsman
Intent Message: Leverage your SEMPO membership
Context vehicles:EmailSocialBlogWebinars
SEMPO – CURRENT MEMBERS
@marc_engelsman
Intent Message: You are missing opportunities to grow your business
Context vehicles:SocialBlogWebinarsSurveys
SEMPO – NEW MEMBERS
@marc_engelsman
Intent Message: Leverage SEMPO’s membership to grow your business
Context vehicles:EmailSocialBlogWebinars
SEMPO – SPONSORS
@marc_engelsman
Intent Message: Rely on SEMPO for industry thought leadership
Context vehicles:SocialBlogWebinarsSurveys
SEMPO – INDUSTRY
@marc_engelsman
CONTENT STRATEGY - PLANNEDMonthly theme
Editorial calendarSocial media postsBlog posts
Channel integration
State of Search Surveys
@marc_engelsman
Promoting via social media:WebinarsPartner eventsMember job postings
Participation in tradeshows/Live tweeting
Community engagementMonitoringReal-time responses
CONTENT STRATEGY – REAL-TIME
@marc_engelsman
HR consulting firm specializing in “human capital resource management” (EAP, Learning & Development, Crisis)
Objective: Lead Generation/Lead Nurturing
Target audiences:Current clients (cross-sell)New clients
CCA
@marc_engelsman
Intent Message: We can be doing more for you
Context vehicles:EmailSocialBlogPeer Events
CCA – CURRENT CLIENTS
@marc_engelsman
Intent Message: You are at risk and may not know it
Context vehicles:Paid Search (lead generation)SEO (lead generation)Social (lead generation/lead nurturing)Blog (lead generation/lead nurturing)White Papers (lead nurturing)Email (lead nurturing)Remarketing (lead nurturing)
CCA – NEW CLIENTS
@marc_engelsman
Think “context” marketing
Customize to channel and intent of target audience
Customize KPI metrics
Take continuous improvement approach
SUMMARY
@marc_engelsman
Marc EngelsmanDirector, Strategy & Analytics
Digital Brand Expressions609-462-3925
MEngelsman@DigitalBrandExpressions.comwww.DigitalBrandExpressions.com
THANK YOU
@marc_engelsman
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