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CONTENT MARKETINGPOWERED BY MI 3
THE SHIFT IN B2B MARKETING WHY CONTENT MATTERS MORE THAN EVER
Sales dominatedOne-way, single channel, relationship driven
Marketing plays critical roleInternet driven, analytics driven
B2B BUYER DYNAMICS
NEW CUSTOMER EXPERIENCEBUYER NOW IN CONTROL
THEY ACT LIKE A DIGITAL NATIVE
SHARE A GOOD OR BAD EXPERIENCE
AUDIENCE PROFILES
TIMELINE PLAN
Awareness Interest Learn Evaluate Justify
ISSUE MESSAGE MATRIXIssue mapping by theme to ensure we understand the hot topics /
key concerns For each audience and potential solutions to their challenges
OFFERING MESSAGE MATRIXDetailing the features, competitive advantages, benefits and proof points
for an offering to show how we can best address the issues of our target audiences
SELECTION MESSAGE MATRIXShowcasing the credentials of the company at a brand level to justify
selection against key customer criteria
FUTURE IDENTITY & POSITION
KEY MESSAGE PLAN (Final Output)
AwarenessIssues, triggers and solutions
InterestIssues, triggers and solutions
LearnFeatures, benefits, competitive
comparison, proof points
EvaluateFeatures, benefits, competitive
comparison, proof points
JustifySelection criteria, brand response
DISCOVERY
MI INTERACTIONSOUR APPROACH
REACHBuild awareness of
brand/campaigns and drive traffic to website
to fill the funnel
ENGAGEEncourage users to
interact with content and functionality and
capture data
NURTUREConversion of web
traffic in the form of leads, sales,
registrations, etc.
KEEPBuild relationship with
customer and drive cross-sell/up-sell
strategies
CONTENT MARKETING NURTURE STRATEGY
AWARENESS INTEREST LEARN EVALUATE JUSTIFY PURCHASE
(Lead gen)Dynamic contentCampaign driven assets
(Lead nurture)Static content
Product category, product detail, company, sales driven assets
Reviewed by campaign Reviewed annually
90%Issue focus
60%Issue focus
20%Issue focus
Low awareness(Web site pages)
High awareness (Landing pages/forms)
PaidPPC, display ads, social
ads, lead gen
OwnedE-mail , landing pages, Web site, blogs, social
EarnedTweets, posts, updates, etc.
Buying stage: Awareness Interest Desire ActionSales goal: Distribution channelsBuyer stages/goals: S
EO value
Slideshare
Blogs/Web
YouTube
Not interested
Begins to recognize a problem or desire
Vague notion of possible solution
Interested in solution
Researching venders
Evaluating products
Narrowing field of options
Social vetting
Obtaining stakeholder buy-in
Negotiation Purchase On-boarding
Viral videos HInfographics HArticles HCurated lists HPresentations MQuizzes and widgets LBrochures/manuals ME-books and guides ME-newsletters LPodcasts MWebinars HPress releases HTrend reports MDemo videos MWhitepapers MInteractive demos MFeature guides LCase studies MAnalyst reports MCustomer testimonials LReference checklists LData sheets MROI calculators LPricing guides L
Issues-based
Entertaining
Sharable
Benefits-driven
Advisory
Educational
Brand-based
Credible
Personable
Offer-driven
Incentives
Transparent
CONTENT AND TIMELINE ALIGNMENT
Awareness Interest Learn Post-MQL
CONTENT MARKETINGOUTBOUND AND INBOUND
CONTENT MARKETING
OUTBOUND INBOUND
EMAIL / DIRECT MAIL / DISPLAY PUBLIC RELATIONS / SEARCH / PPC / SOCIAL MEDIA
LEAD GENERATION LEAD NURTURING SALES ENABLEMENT MEDIA RELATIONS SEO COMMUNITY RELATIONS
CONTENT FORMATS / TACTICS CONTENT FORMATS / TACTICS
• Infographics• Viral videos• By-lined articles • 3D animations• Benchmarking
tools
• Slidekits• Webinars• Podcasts• Blogs• Reports
• Technical brochures
• Datasheets• Schematics• Presentations
• News• Features• Case studies• Site visits • Events
• Keyword optimisation
• Keyword tagging• Back linking • Syndicated
content
• Status updates• Signposting• Discussions• Forums• Downloads
MEASUREMENT / ANALYTICS MEASUREMENT / ANALYTICS
• Opens• Click thrus• Form completions• Opt-outs• Bounce rate
• Implicit lead score• Explicit lead score• Marketing
qualified leads
• Sales qualified leads
• Appointments• Pipeline value• Conversion rate
• Advertising equivalent value
• Opportunities to see
• Share of voice• Sentiment
• SERP • Authority ranking• Clicks• Followers, friends,
connections• Sentiment• Web referrals
Author: Paul Myerscough, Global Director of Content, Stein IASTel: +44(0)1625 578 575Email: [email protected]: @myerscough
www.SteinIAS.com
