centerline digital - content marketing - what why how

Content

MarketingWhat, Why and How.

The buyer’s journey has changed.

of the60%B2B buying processis over before thefirst sales touch.

Corporate Executive Board Marketing Leadership Study, 2011

The average shopper uses sources before buying, twice as much as in years past.

5.27

10.4

2010 2011http://www.zeromomentoftruth.com/

So...what is content marketing?

It’s the creation, sharing and governance of high-quality, relevant information.

It’s providing knowledge to educate and persuade rather than a “hook” to entice.

It’s about delivering value before the sale.

60%

It’s about winning the first

Content marketing is custom publishing...

...aggregation of expertise...

...thought leadership in public forums...

...insight-driven video content...

...arming influencers with evidence...

...deeper sales tools, usable for free...

...curation, in content-driven social mediums...

...context-centric customization...

Social aggregationbased on followers and subject matter.

Social integration topush this info to newsocial networks.

...search driven via social graphs.

Content Marketing Tactics being used by B2B Sellers

Content Marketing Tactics seen as influential by B2B Buyers

BaseOne B2B Marketing Buyersphere Annual Survey 2011

BaseOne B2B Marketing Buyersphere Annual Survey 2011

Paid, Owned, Earned, Shared Media

Focus On Purpose, Not Technology

Flickr Photo by stevecadman

Thank you!

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