b2b digital content marketing
Post on 09-May-2015
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B2B DIGITAL CONTENT MARKETING STRATEGIES
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TRADITIONAL MEDIA
Owned Paid Earned
Newsletters Radio TV
Billboards
Word of Mouth News Coverage
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DIGITAL MEDIA
Owned
Paid
EarnedeDM Social Media
Website Blog
Social Media Display Advertising
Search Engine Marketing
Social Media Branded Content
Video Viral Marketing
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BASIC STRATEGY
Owned
Paid
EarnedHow can we use Owned and Paid Media to increase Earned Media coverage? !How do we ensure all Earned Media is capitalised on?
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QUESTIONS
1.What’s the problem, what’s the goal?
2.What is the most useful or entertaining thing the brand can say?
3.Who is the audience and what digital touch
points do they use?
4. How can we measure success?
THE PROBLEM
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PROBLEM
‘We do great work, we want to ensure current and future clients know about it.’
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SOLUTIONS
Focus on the ‘why’, put it front and centre of all communications, not the ‘what’. Give your brand’s values prominence in the digital space.
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SOLUTIONS
Take the audience on a journey: give them an insider view on how you do what you do.
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SOLUTIONS
Display your expertise: • Create ‘hero content’ such as detailed case studies or
information driven blog posts and distribute across multiple platforms.
• Present at respected industry events where possible. • Don’t preach. Find respected influencers to do it for you.
CONTENT
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CONTENT DISTRIBUTION
eDM
WEBSITE
SOCIAL INDUSTRY
SOCIAL MEDIA
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SOCIAL MEDIA MYTH
Myth: You need to be everywhere all the time. Pinterest, Instagram, Facebook, Twitter. !Fact: Do one or two things and do them well.
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• Appeals to a wide market from teens to retirees.
• Features detailed audience analytics.
• Can add images and video easily. • It’s a crowded platform with a lot
of advertising. • Good for: content publishing, targeting
an audience with advertising.
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• Appeals to professionals. • Can add images and video easily. • Is a less competitive platform,
currently under utilised by marketeers. • Advertising can be targeted to
industry sector and job title. • Good for: companies distributing
expert information, HR recruiting and networking.
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• Large audience potential when using the right hashtags.
• The ability to align the brand with trending social topics.
• Can be very time consuming. • Limited visual communication
options. • $15k min advertising budget. • Good for: individuals media
personalities, using at industry events and joining a conversation.
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• Rapidly growing platform. • Becoming widely used by luxury
brands. • Advertising to begin within the next
year. • Good for: capturing ‘moments’
such as behind the scenes content.
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GOOGLE+
• Highly influences a website’s placement in search.
• Google Hangouts provide an interesting online/offline crossover space for brands, such as live event broadcasting.
• Content publishing is very similar to Facebook.
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PLATFORM USEAGE
TWITTER GOOGLE+
REG
ULARLY
ADHOC
MEASURE
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GOOGLE ANALYTICS
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SOCIAL MEDIA INSIGHTS
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RECOMMENDATIONS: CONTENT
• Define the Brand Values and develop content around them. • Research other B2B communications to ensure you are
exceeding benchmark standards. • Publish at least one piece of high quality ‘hero content’ on
your website per a month, such as a case study or expert insights. • Focus on increasing your presence on LinkedIn. • Use Instagram for exclusive ‘behind the scenes’ content
where possible. • Use Social Media and Google Analytics to measure activity
and monitor leads.
www.artisandigitalcommunications.com
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