Perfect Your B2B Content Marketing Strategy & Boost Effectiveness…Instantly DE FINE YO UR CO NT E NT MA R K E T ING ST R AT E GY WIT H T R A DE SHOWS
Content is King…but Strategy Rules
• Creating a content marketing strategy doesn't have to be mysterious
• Let’s shine some light on this murky topic
• What do B2C marketers work towards all year?
• Black Friday – when retailers go in the black!
• Let’s apply this concept to B2B…
• What do/should B2B marketers work towards all year?
• The annual Trade Show – because it generates a majority of annual B2B sales!
• Simple enough… now, let’s look at some facts…
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5 Facts & Stats… You Should Know
• B2B marketers w/ documented strategy are more effective and less challenged w/ every aspect of content marketing. 1
• Only 44 % of B2B marketers have a documented content strategy.2
• Were 39.2% of marketing budgets (2011) - more than any other channel. 3
• 4 out of 5 of trade show attendees have buying authority.4
• Trade show ROI can run into 7 figures -- achieving majority of annual sales. 5
1 - 2 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
3 - 4 Source: CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget
5 Trade Show Selling: How to Close Year’s Worth of Business in Few Days, by Carl Henry
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DocumentedContent Marketing Strategy = ImprovedEffectiveness
B2B marketers with a strategy are more effective up to..
B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
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Percentage of Marketers with a Documented Strategy1
1 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
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Opportunity for Savvy Marketers
Joe Pulizzi says the real number is 15%!
B2B Copywriting & Consulting
Align Content Marketing Strategy withTrade Show Goals
• Trade Show Prep
• Identify Marketing Content
• Benefit-focused content
1st 6-month Cycle
• Engage with Prospects/Customers…
• Inform Marketing Content
Conduct Trade Show • Trade Show Follow-up
• Refine/update Marketing Content
2nd 6-month Cycle
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Trade Show Prep & Content Strategy Alignment
T R A DE SHO W PR E P
• Announcement
• Generate Buzz
• Build & Expand Interest
• Engage New & Existing Customers
CO NT E NT ST R AT E GY
• Press Release/Newsletter/Flyer
• Trade Publication Articles
• Website/Email/Social Media
• Case Studies/White Papers
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Announcement• Get the word out!
• Publish in print and digitally
• 3 – 4 months prior
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Generate Buzz• Special Trade Pub Literature
• Feature New Products/Services
• Highlight Key Company Attendees
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Build & Expand Interest• Website Promotion – Focused Content
• Email tailored to existing customers w/appointment reservations
• Social Media messages to wider audience
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Engagement• Provide In-depth, compelling content
• Uncover needs and wants
• Document desires
• Get the Appointment
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Close the Loop• Refine & customize marketing
content to prospects' needs
• Contact qualified leads
• Qualify other leads
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Strategy Rules…• Trade shows represent HUGE opportunity to close sales
• A Documented content marketing strategy guides you
• Ensures timely, relevant, & compelling marketing content
• Smart marketers plan, prepare & align content marketing with
trade show prep… because it works
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This presentation was created by:
Alex MiloB2B Copywriter & Consultant“Helping generate leads for transportation & logistics companies”
Alex is a professional B2B copywriter and certified SEO copywriter. He consults and writes B2B marketing content
helping transportation and logistics companies develop and implement their lead generation strategies.
He's also a certified professional logistician. He has over 25 years of transportation and logistics experience in
operational, customer service, and business development positions.
Connect with Alex on:
Google+
www.b2bcopywriting-alexmilo.com
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