How to Customize Your Content Marketing to Match Your Unique B2B Objectives

How to Customize Your Content Marketing to Match Your Unique B2B Objectives

Overview of Content Marketing for B2B

Customizing Your Content

3 Case Study Examples with KPIs/Metrics

Q&A

AGENDA

@marc_engelsman

OLD SCHOOL B2B MARKETING

@marc_engelsman

BRIAN SOLIS’ WTF*

“Cluster

Funnel”*What’s The Future

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TODAY’S NEURAL NETWORK

Events

Media

TV

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INTEGRATED CONTENT MARKETING

@marc_engelsman

INTEGRATED CONTEXT MARKETING

X

@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

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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

AP IMAGES “CAPTION THIS” CONTEST

@marc_engelsman

AP IMAGES - SEO

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AP IMAGES – NEW USERS

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AP IMAGES – SOCIAL REFERRALS

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AP IMAGES – UNBRANDED SEARCH

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AP IMAGES – BEHAVIOR

Old Site

New Site

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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

SEMPO - BLOG

@marc_engelsman

SEMPO – SOCIAL MEDIA

@marc_engelsman

SEMPO - SURVEYS

@marc_engelsman

SEMPO - BLOG VISITS

@marc_engelsman

SEMPO - BLOG ENGAGEMENT

@marc_engelsman

SEMPO - BLOG ENGAGEMENT

SEMPO - SOCIAL & BLOG TRAFFIC

@marc_engelsman

SEMPO – SOCIAL & BLOG TRAFFIC

@marc_engelsman

SEMPO - SOCIAL FOLLOWERS

@marc_engelsman

SEMPO - SOCIAL FOLLOWERS

@marc_engelsman

SEMPO - SOCIAL ENGAGEMENT

@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

“Anchor” Content

“Derivative” or “Snackable” Content

CCA – CONTEXT STRATEGY

@marc_engelsman

CCA – EDITORIAL CALENDAR

@marc_engelsman

CCA – SOCIAL CALENDAR

@marc_engelsman

CCA – PAID SEARCH

@marc_engelsman

CCA – CONTEXT INTEGRATION

@marc_engelsman

Social

White Papers

Events

Blog

CCA – CONTACT METRICS

@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