b2b content marketing
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base one group ©2009
sepTeMber 2009
Content marketing for b2bWhy it works, how you can make it work, and the two issues most likely to stop it working...
John Bottom, Base OneFriedrichshafen, Germany, Sep 2009
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Two sides of social media:
direct (product) influence (issues)
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Content marketingThe changing face of publishingWhat it means to B2B marketsInfluence and controlHow does an agency offer content marketing?Problems & solutions
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The traditional publishing model
• Money
• Machinery
• Mass economies
new
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The traditional publishing modelnew
new
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The traditional publishing model
• Ideas
new
new
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The traditional publishing model
• Ideas
• Popularity
new
new
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The traditional publishing model
• Ideas
• Popularity
• Individuals
new
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Welcome to the Buyersphere
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How it was in 1999
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How it is in 2009
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Welcome to the Buyersphere
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The Information Superhighway
Designed by the few for use by the many.Fixed, pre-determined.Extension of previous thinking.
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The Social Media Stream
Designed by the many.Flexible, ever-changing.New thinking.
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ScaleHow influential, how big is the Buyersphere?
How powerful is social media?
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Pew Report: "27% of bloggers are motivated by the idea of influencing other people's opinions"22.5m "influencing" bloggers in 2008
Add "influencing" users of other social networks...Add mobile content producers......Wiki contributors...commenters...reviewers... ...and, of course, Twitterers
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Welcome to Content Nation.
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Great.
But how can B2B brands harness this influence?
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Content is produced by organisations with the established editorial and logistical resources to distribute it. Companies advertise alongside it to establish links between that content, the target audience and the brand.the brand.
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Content is
the brand.
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Thought leadership
"Leveraging your natural expertise to provide valuable insight on the issues that your target market care about"
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Thought leadership
"Leveraging your natural expertise to provide valuable insight on the issues that your target market care about"
base one group ©2009
Thought leadership
"Leveraging your natural expertise to provide valuable insight on the issues that your target market care about"
base one group ©2009
Thought leadership
"Leveraging your natural expertise to provide valuable insight on the issues that your target market care about"
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Thought leadership
Product
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Where does your content come from?
Articles from in-house experts
Interview customers
Commission research
Online survey
Create how-to guide
Review other content (be honest)
Comment on feedback
Relate important news (and give your opinion)
Aggregate information
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What form does your content take?
Your own blog
Other blogs
Videos on YouTube, Vimeo, VideoJug
Discussions on LinkedIn
Presentations on Slideshare
Facebook/Hyves/Hi5/ Bebo/Habbo/Orkut etc
Specialist industry forums
Podcasts/ vodcasts
Bookmarking sites: Digg, Reddit, Delicious etc
Images on Flickr etc
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...but what's in it for you?
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What do you get out of thought leadership?
Earn respect: add value to your offering
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What do you get out of thought leadership?
Earn respect: add value to your offering
Generate leads; build your database
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What do you get out of thought leadership?
Earn respect: add value to your offering
Generate leads; build your database
Progress the sales cycle
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What do you get out of thought leadership?
Earn respect: add value to your offering
Generate leads; build your database
Progress the sales cycle
Give sales a reason to engage
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What do you get out of thought leadership?
Earn respect: add value to your offering
Generate leads; build your database
Progress the sales cycle
Give sales a reason to engage
Boost your SEO performance
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How should agencies approach content marketing?
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The 3 'must-haves' for successful content marketing• Something to say (expertise)
• Somewhere to say it (technology/planning)
• Someone to help (time/skills)
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The Base One approach
CLIENT EXPERTISE
CONTENT PRODUCTION TECH/PLANNING
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The Base One approach
CLIENT EXPERTISE
CONTENT PRODUCTION TECH/PLANNING
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The Base One approach
CLIENT EXPERTISE
CONTENT PRODUCTION TECH/PLANNING
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The Base One approach
CLIENT EXPERTISE
CONTENT PRODUCTION TECH/PLANNING
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Obstacles
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Obstacles• Identity crisis
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Obstacles• Identity crisis • Lack of expertise
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Social media = individual identity...but what if you are doing it for the client?
1) Use real client name2) Use your own name2) Create user name
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1) Use real client name
• ghostwriting with involvement • needs participation from client• significant investment in time• ego trip• best in long run but very difficult to maintain
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2) Use your own name
• you represent the client • serious learning curve• admin easier
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3) Create user name
• an alias to represent the brand • writes as an individual, or collective• allows third-party involvement• allows the brand name to be mentioned• eg: powwownow_green• admin needs to be carefully managed
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How expert are you?
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Complex market Simple market
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Complex marketDistinctive brand
Simple marketMe too brand
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Complex marketDistinctive brandAccess to experts
Simple marketMe too brandNo expertise
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Complex marketDistinctive brandAccess to experts
Quality
Simple marketMe too brandNo expertise
Quantity
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Complex marketDistinctive brandAccess to experts
QualityRecommendation
Simple marketMe too brandNo expertise
QuantityUbiquity
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Complex marketDistinctive brandAccess to experts
QualityRecommendation
Simple marketMe too brandNo expertise
QuantityUbiquity
Thought leadership
Presence marketing
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Thought leadership
Presence marketing
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Thought leadership
Traditional advertising
Presence marketing
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Thought leadership
Traditional advertising
Presence marketing
You create original content to represent your brand
You create and aggregate content which is linked to
your brand
Someone else creates the
content. Your brand uses the traffic.
base one group ©2009
Thought leadership
Traditional advertising
Presence marketing
You create original content to represent your brand
You create and aggregate content which is linked to
your brand
Someone else creates the
content. Your brand uses the traffic.
SOCIAL MEDIA
TRADITIONAL MEDIA
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Content marketing summarised...• Marketers are no longer in control• Buyers are social; brands need to socialise • Give people what they want• Enormous potential – for winning and losing• When are you going to start?
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