Breaking Down the Buy-In Barrier for B2B Content Marketing

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

KARI RIPPETOE,

CONTENT MARKETING MANAGER

SEARCH MOJO

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

SEARCH-MOJO.COM @searchmojo #mojowebinar

Kari Rippetoe

Content Marketing Manager,

Search Mojo

Follow on Twitter: @KariRippetoe


• Search engine marketing firm founded in 2005

– Search engine optimization (SEO)

– Pay-per-click advertising management (PPC)

– Social media advertising

– Online reputation management

• Headquartered in Charlottesville, VA

– Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more


@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938


• 9 out of 10 marketers are using

content marketing

• 58% are increasing content marketing

budgets

30% of budgets spent on content

marketing

2014 B2B Content Marketing Benchmarks, Budgets and Trends


• 39% have a part of their

marketing budget allocated

to content marketing

• 66% have a documented

content marketing strategy

• Use an average of 15 content

marketing tactics

• Use an average of 7 social

media platforms

2014 B2B Content Marketing Benchmarks, Budgets and Trends


2014 B2B Content Marketing

Benchmarks, Budgets and Trends


1. Getting marketing and sales aligned

2. Sticking to a strategy

3. Moving buyers down the sales funnel

4. Convincing the decision-makers

5. Proving ROI


Source: Ifbyphone

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938


• Establish a line of

communication

– What is the quality of the

leads?

– What does sales need to

sell?

– What questions are

customers asking?

Sales

Content

Insights from Sales


• Establish your overall business goals

before talking content marketing

• Tie it all together with an integrated

strategy for accomplishing goals


• Communicate with sales

• Map content to sales funnel and buying

stages

• Develop personas


• Know the roles of the decision-makers

and influencers

• Know what their pain points are

• Know what their top questions regarding

your solutions are


Step

How Many

Solutions

Evaluated

Key

Personas

Key Rings

of Insight

Resources

Consulted Content

Trigger Small biz

owner

Lightweight

option, warranty

expiring

WSJ article

LinkedIn group

PR: Story about

product weight

Research 5 Office Manager Battery life

Size/Weight

Online reviews

Blog posts

Website:

Comparisons of one

model vs.

competition

Assess 3 Office Manager Keyboard feel

Screen Resolution

Apple Store

Best Buy In store offers

Negotiate 2 Small biz

owner

Cost trade-offs

Extended

warranty

Supplier websites Offers

(coupon, rebate?)

Implement 1 Office Manager Start-up time

Tech Support

Customer

newsletter

User community

User community on

site

Help Tips


• Go back to your goals

• Determine Key Performance Indicators

(KPIs)

• Figure out how to measure KPIs

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938



• Goals

• Strategy

• Tactics

• Resources

• Metrics


SEO

Paid search/media

Social Media

Email

Mobile

PR

Print media

Events


Query: Who are the best cloud computing providers?


• Interviews

• Thought-leadership pieces

• Research and reports

• Event video

PR can CREATE and DISTRIBUTE content!


• Subject Matter Experts (SMEs) are on

board as creators and contributors

• Other departments are on board with

how content will be used by them

• They’ll help you make your case and

prove content marketing’s value

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938


• Increase awareness

• Increase leads

• Increase customers

Goals

• Traffic

• PR

• Lead gen

• Sales

KPIs

• Unique visitors

• Placements

• Leads to opportunities

• Sales

Metrics


• Don’t tie back to goals

• Aren’t actionable

• Aren’t accurate indicators of behavior

Vanity Metric Try this instead…

Search rankings Traffic from search

“Engagement” Traffic & conversions from social

Bounce rate Conversions


Planning and Budgeting for Digital

Marketing Success in the New Year

October 24, 2013

2:00 p.m. ET

Register today at

www.search-mojo.com/budget

Sean McCusty

Inside Sales Consultant

Search Mojo

Janet Driscoll Miller

President & CEO

Search Mojo


Contact Search Mojo:

Sean McCusty

800-939-5938 ext. 116

[email protected]


Google+: +Search Mojo

Twitter: @SearchMojo

Facebook:

facebook.com/searchmojo

Kari Rippetoe

Google+: +Kari Rippetoe

Twitter: @KariRippetoe

Breaking Down the Buy-In Barrier for B2B Content Marketing

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