![Page 1: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/1.jpg)
Unsexy, compliant and boring? 5 missed opportunities of b2b content marketing
@StickyContent
#b2bsummit
@catherinetoole
![Page 2: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/2.jpg)
![Page 3: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/3.jpg)
![Page 4: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/4.jpg)
![Page 5: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/5.jpg)
![Page 6: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/6.jpg)
![Page 7: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/7.jpg)
![Page 8: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/8.jpg)
![Page 9: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/9.jpg)
![Page 10: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/10.jpg)
![Page 11: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/11.jpg)
![Page 12: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/12.jpg)
![Page 13: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/13.jpg)
What makes content engaging?
1. RELEVANCE
![Page 14: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/14.jpg)
Image from xkcd.com
![Page 15: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/15.jpg)
![Page 16: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/16.jpg)
Your domain of expertise
Your users’ information
needs
![Page 17: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/17.jpg)
Based on seomoz research
![Page 18: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/18.jpg)
![Page 19: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/19.jpg)
Answer a question, grow your content ‘One of our clients that develops an enterprise software
solution has been developing “technology tips” based on
customer service queries for the past two years.
When reviewing analytics last quarter, we realized these
content marketing assets contributed to 5% of the overall
content viewed and 20% of the search queries received.’
Derek Edmond, KoMarketing Associates
![Page 20: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/20.jpg)
![Page 21: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/21.jpg)
![Page 22: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/22.jpg)
![Page 23: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/23.jpg)
![Page 24: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/24.jpg)
![Page 25: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/25.jpg)
What makes content engaging?
1. RELEVANCE
2. EXPERTISE
![Page 26: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/26.jpg)
• Would you trust the information presented in this article?• Is this article written by an expert, or is it more shallow in nature?• Does the site have duplicate, overlapping, or redundant articles? • Does this article have spelling, stylistic, or factual errors?• Are the topics driven by genuine interests of readers of the site? • Does the article provide original content or information?• Does the page provide value compared to other pages in search results?• Would you recognise this site as an authoritative source when mentioned by name?• Does this article provide a complete or comprehensive description of the topic?• Does this article contain insightful analysis or information that is
beyond the obvious?• Is this the sort of page you’d want to bookmark, share with a friend, or recommend?• Would you expect to see this article in a printed magazine, encyclopedia or book?
![Page 27: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/27.jpg)
Customers are looking for "the real scoop" when they check out a corporate blog, says Debbie Weil, author of The Corporate Blogging Book.
"The first thing you want to see is something you won't get on the regular corporate site. The built-in expectation is something more insider, something more direct, more revealing about the product or about the issue…”
![Page 28: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/28.jpg)
Blog and video• 211,000 page views • 2500 inbound links from top 8 articles • $2m sales
![Page 29: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/29.jpg)
© Sticky Content Limited
The fence post blog • 850% increase in sales leads since launch
![Page 30: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/30.jpg)
What makes content engaging?
1. RELEVANCE
2. EXPERTISE
3. EXECUTION
![Page 31: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/31.jpg)
Click icon to add picture
![Page 32: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/32.jpg)
![Page 33: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/33.jpg)
![Page 34: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/34.jpg)
![Page 35: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/35.jpg)
What financial information do investors want from websites?
Individual investors are intimidated by overly complex IR sites
and need simple summaries of financial data.
Although users like the idea of webcasts, they rarely find the
time. But users like shorter videos to get a sense of who the
executives are through tone of voice, body language etc.
And users often prefer the much derided PowerPoint
slides.
Jakob Nielsen, useit.com
![Page 36: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/36.jpg)
How do you create ‘enough’ engaging content?
![Page 37: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/37.jpg)
We’re all publishers now...
![Page 38: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/38.jpg)
4. Publishing structure Have a hierarchy
Manage stakeholders
Don’t let people create content without a ‘who?’ and a ‘why?’
Have a plan and stick to it
![Page 39: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/39.jpg)
![Page 40: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/40.jpg)
![Page 41: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/41.jpg)
41
An extract from the foreword to Content Strategy for the Web (2nd Edition) by Kristina Halvorson & Melissa Rach by Sarah Cancilla, Facebook’s first content strategist.
![Page 42: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/42.jpg)
42Extract from the foreword of Content Strategy for the Web (2nd Edition)
![Page 43: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/43.jpg)
![Page 44: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/44.jpg)
© Sticky Content Limited
![Page 45: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/45.jpg)
5.
![Page 46: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/46.jpg)
Here’s one I made earlier...
![Page 47: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/47.jpg)
![Page 48: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/48.jpg)
© Sticky Content Limited
![Page 49: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/49.jpg)
© Sticky Content Limited
![Page 50: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/50.jpg)
© Sticky Content Limited
![Page 51: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/51.jpg)
![Page 52: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/52.jpg)
![Page 53: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/53.jpg)
![Page 54: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/54.jpg)
Talk
Blog post
Article
Comments
3rd party site republish
User generated content
Retweets
Bookmarks
Further thought pieces
Bookmarks
Trending on twitter
New ideas for talks, blog posts
![Page 55: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/55.jpg)
![Page 56: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/56.jpg)
• Email subject line
![Page 57: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/57.jpg)
• Homepage teaser
• Tweet
• Related products link
• Meta description
![Page 58: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/58.jpg)
• Landing page snippet / A-Z entry
![Page 59: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/59.jpg)
• Mobile site
![Page 60: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/60.jpg)
• Tablet site
“We have a really hard time separating content from form. We have a really hard time imagining what something says, what its words are, might be disconnected from how it looks — or more important that if you are thinking about multi-channel publishing, how it looks might need to be different for every platform.” Karen McGrane
![Page 61: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/61.jpg)
![Page 62: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/62.jpg)
![Page 63: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/63.jpg)
Senior management says no
![Page 64: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/64.jpg)
Inspire a culture of content idea generation
![Page 65: Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…](https://reader037.vdocument.in/reader037/viewer/2022110118/554dd1c7b4c905d10e8b488b/html5/thumbnails/65.jpg)
Thank you for listeningwww.stickycontent.com/survey
@catherinetoole
@StickyContent; #b2bsummit