During this session Richard will discuss the various advantages of and challenges facing the B2B marketer when delivering content marketing to their sales funnel. The session will investigate: How bringing sales and marketing together allows you to put marketing in the driving seat. With so much content out there, things are becoming cloudy and saturated – so how do you stand out? The importance of understanding the psychographic (needs and mentality of buyers) rather than demographic (size of company, job title and so on). Mapping content to the buying cycle – how does this affect the sales funnel? Finding your audience online – where are they and what do they want to consume? What types of content work well, when and where? How to distribute your content? – email, social, etc

1. Content marketing to your sales funnel
Wednesday, 9th November 2011
With Richard Brenkley - Managing Director, Coast Digital
@rbrenkley @coastdigital #b2bconf11
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2. Sales and Marketing integration
Marketing Sales
Lead generation process
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3. The needs of buyers
Demographic +
Psychographic
• Job title • Needs
• Company size • Wants
• Geographic area • Channels utilised
• Turnover • Interactions
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4. What is content marketing?
“Content marketing is marketers becoming
publishers; owning the media instead of
renting it. Attracting and retaining customers
by creating / curating valuable, compelling
and relevant content to maintain or change
behaviour.”
- Joe Pulizzi, The Content Marketing Institute
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5. Some key stats
70% of B2B buyers use search engines at the start of their
buying process
Nine in ten B2B organisations market with content
51% of B2B marketers plan to increase their content
marketing budgets within the next year
On average marketers spend more than 25% of their
budget on content marketing
- Marketing Sherpa 2012 SEO Benchmark report
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6. Content is at the heart of every great campaign!
Results
Distribution
Understanding the issues and pull
from your target market will drive Content
the messaging of the campaign.
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7. Content centric thinking
Internal Marketing
Website
mindset strategy
Content Content Content
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8. Map content to the buying cycle
“Content marketing is the process of identifying the
needs of stakeholders, mapping the content
requirements to satisfy these needs, creating and
distributing the necessary content across relevant
marketing channels at the appropriate time and
measuring the impact this content is having on
KPIs.” - Econsultancy
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9. What are we trying to achieve with content marketing?
1. To move your recipients behaviour in a particular direction.
2. Understand their mindset.
What are buyers asking about you? Answer all these convincingly!
“ What does your service do for me?
Is it right for me and my company?
Do I really understand how it works?
Do I trust this organisation?
”
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10. Mapping content on to the prospect journey
Discover Explore Research Compare Decide
Differentiate
What Show where
and show
challenge do you are Tell a story! Reassurance
why you are
you solve? strong!
best!
Data – Tracking - CRM
Thought Thought Evidence. Evidence. Evidence.
leadership. leadership.
Infographics. Webcasts. Case studies. Calculators. Pricing guides.
Videos. Guest blogs. Demos. References. Social vetting.
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11. B marketers have embraced (among other formats) rich media, social media, webinars and
obile. The ubiquitous printed corporate brochure is no longer the pièce de résistance, though
a
o
There are even ways to measure the impact of your content once it has been shared by your
at’s nt to st y i d oesn’t have its place. visitors across their networks, though this is by no means a perfect science. The fact is that with
the right thinking, planning and execution, you can prove the impact that content has on
commercial KPIs.
ble of content formats used by B2B marketers5 B2B marketers have embraced (among other formats) rich media, social media, webinars and
mobile. The ubiquitous printed corporate brochure is no longer the pièce de résistance, though
a
o
that’s nt to st y i d oesn’t have its place.
Table of content formats used by B2B marketers5
What types of content work well
Survey of types of content by usage Customer needs can be complicated and B2B buying cycles convoluted; we all want to receive
information in our own way and each company will have its own process for accessing and
- Econsultancy digesting this information. B2B marketers need to understand the full range of content formats at
their disposal and how to deliver their content to get maximum impact.
Content marketing is more than the basic publication of content; it demands a multi-disciplined
approach to ensure that content is accessible to the people who want it, when they want it, to help
them make intelligent decisions. Content marketing is an important commercial tool.
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5 Content Marketing Institute blog (September 15th, 2010):

12. What types of content work well – the Five Pillars
1. Editorial-based (or long-form) content. It must tell a relevant, valuable
story. Must be informative, educational or entertaining.
2. Marketing-backed. The content has underlying marketing and sales
objectives that a corporation is trying to accomplish.
3. Behaviour-driven. Seeks out to maintain or alter the recipient’s
behaviour.
4. Multi-platform (print, digital, audio, video, events). It can be, does not
have to be, integrated.
5. Targeted toward a specific audience. If you can’t name the audience,
it’s not content marketing.
- Joe Pulizzi, The Content Marketing Institute
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13. How would it work in practice?
Potential campaign outline
Content format Distribution channels Measures
•Infographic/video • Email • Traffic
• Publications/stats • Search (SEO/PPC) • Conversions
• Webcasts • Social media • Comments
• Case studies • YouTube • Re-tweets
• Events • Display • Downloads
• Blog series • Industry publications • Plays
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14. Creating that content – getting the messaging right
Let’s ask your target market
Develop personas, talk to your suspects/prospects, understand their issues and
make sure you speak their language!
Utilise your key people
You are the experts in your field – your technical consultants, the sales team –
you have done this over and over again!
Social media is a hidden gem
What is the market saying, what questions are being asked, what phrases are
being searched – use that data!
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15. What is in it for marketers?
A better user journey & experience
Develop brand advocates, willing to recommend you
More consistent marketing with personalisation &
targeting
Additional Benefits with SEO, PPC Quality Scores & Social interaction
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16. Where would we start?
Run a workshop and establish the campaign goals
Get the messaging for creating great content
Create at least five content formats
Distribute the content to our target market
Analyse and understand the results
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17. Marketing you can measure™
• Measure traffic generated by individual pieces of
content
• Measure calls, enquiries, leads, orders and revenue
generated by visits from individual pieces of content
• Measure conversion rates for visits from specific
content
• Measure customer engagement with content on
your website (bounce rate, time on site, pages per
visit)
• Measure the number of times specific content is
shared with other people – Social Media
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18. Some considerations...
Customer pull replaces vendor push
Listening not just talking
Think needs and wants not just job titles and geography
Don’t rent data, build it, own it, love it!
The quality bar has been raised
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19. Steps to success
• Develop a new relationship between sales and marketing
• Start with curation if you aren't quite ready
• Listen to your audience - talk with them, not at them
• Think about personas before content
• Map out your funnel
• Segment to 1:1; build data, own it and love it
• Analytics is central
• Don’t forget your website – start there! Keyword research is key!
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20. Engage with us
www.coastdigital.co.uk
Blog
coastdigital.co.uk/blog @coastdigital /digitalmarketingagency
Email
Coast Digital richard.brenkley@coastdigital.co.uk
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