breaking down the buy-in barrier for b2b content marketing
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BREAKING DOWN THE BUY-IN BARRIER FOR B2B CONTENT MARKETING
Kari Rippetoe,Content marketing manager
@SEARCHMOJOSEARCH-MOJO.COM
800.939.5938
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TODAY’S PRESENTER
Kari RippetoeContent Marketing Manager,
Search MojoFollow on Twitter: @KariRippetoe
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ABOUT MARKETING MOJO• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)› Pay-per-click advertising management (PPC)› Social media advertising› Online reputation management
• Headquartered in Charlottesville, VA› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
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OUR CLIENTS
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WHY CONTENT MARKETING?
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STATE OF B2B CONTENT MARKETING
• 9 out of 10 marketers are using content marketing
• 58% are increasing content marketing budgets30% of budgets spent on content
marketing
2014 B2B Content Marketing Benchmarks, Budgets and Trends
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PROFILE OF AN EFFECTIVE B2B CONTENT MARKETER
• 39% have a part of their marketing budget allocated to content marketing
• 66% have a documented content marketing strategy
• Use an average of 15 content marketing tactics
• Use an average of 7 social media platforms2014 B2B Content Marketing Benchmarks, Budgets and Trends
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B2B CONTENT MARKETING CHALLENGES
2014 B2B Content Marketing Benchmarks, Budgets and Trends
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5 CHALLENGES B2B MARKETERS FACE
1. Getting marketing and sales aligned2. Sticking to a strategy3. Moving buyers down the sales
funnel4. Convincing the decision-makers5. Proving ROI
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WHAT CEOS THINK IS IMPORTANT
Source: Ifbyphone
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OVERCOMING B2B MARKETING CHALLENGES
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1. ALIGNING SALES & MARKETING• Establish a line of
communication› What is the quality of the
leads?› What does sales need to
sell?› What questions are
customers asking?
Sales
Content
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2. GETTING YOUR STRATEGY TOGETHER
• Establish your overall business goals before talking content marketing
• Tie it all together with an integrated strategy for accomplishing goals
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3. MOVING BUYERS DOWN THE FUNNEL
• Communicate with sales• Map content to sales funnel and
buying stages• Develop personas
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4. INFLUENCING THE DECISION-MAKERS
• Know the roles of the decision-makers and influencers
• Know what their pain points are• Know what their top questions
regarding your solutions are
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StepHow Many
Solutions Evaluated
Key Personas
Key Rings of Insight
Resources Consulted Content
Trigger Small biz owner
Lightweight option, warranty
expiringWSJ article
LinkedIn groupPR: Story about product weight
Research 5 Office Manager
Battery lifeSize/Weight
Online reviews Blog posts
Website: Comparisons of one model vs. competition
Assess 3 Office Manager
Keyboard feelScreen
ResolutionApple Store
Best Buy In store offers
Negotiate 2 Small biz owner
Cost trade-offsExtended warranty
Supplier websites Offers (coupon, rebate?)
Implement 1 Office Manager
Start-up timeTech Support
Customer newsletter
User community
User community on site
Help Tips
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5. PROVING ROI• Go back to your goals• Determine Key Performance
Indicators (KPIs)• Figure out how to measure KPIs
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MAKING YOUR CASE
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PUTTING TOGETHER YOUR PLAN• Goals• Strategy• Tactics• Resources• Metrics
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INTEGRATION IS KEY
SEO
Paid search/media
Social MediaEmail
Mobile
PR
Print mediaEvents
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Query: Who are the best cloud computing providers?
SEMANTIC SEARCH: ANSWER QUESTIONS
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PR AND CONTENT MARKETING• Interviews• Thought-leadership pieces• Research and reports• Event video
PR can CREATE and DISTRIBUTE content!
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GET SUPPORT FROM STAKEHOLDERS & CONTRIBUTORS
• Subject Matter Experts (SMEs) are on board as creators and contributors
• Other departments are on board with how content will be used by them
• They’ll help you make your case and prove content marketing’s value
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MEASURING CONTENT MARKETING SUCCESS
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WHAT METRICS MATTER?
• Increase awareness
• Increase leads• Increase
customers
Goals• Traffic• PR• Lead gen• Sales
KPIs• Unique visitors• Placements• Leads to
opportunities• Sales
Metrics
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BEWARE OF VANITY METRICS• Don’t tie back to goals• Aren’t actionable• Aren’t accurate indicators of
behaviorVanity Metric Try this instead…Search rankings Traffic from search“Engagement” Traffic & conversions
from socialBounce rate Conversions
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CONTACT
Kari RippetoeGoogle+: +Kari RippetoeTwitter: @KariRippetoe