#cnx14 - social content marketing in a b2b world
DESCRIPTION
We often hear that there are extreme differences between B2B and B2C content marketing. Join this B2B session with Jeffrey L. Cohen a Distinguished Lecturer in Marketing Analytics and Social Media in the Miller College of Business at Ball State University and the co-author of The B2B Social Media Book to understand how companies in the B2B space achieve liftoff and success in the Social Media world.TRANSCRIPT
Track: Social Marketing
#CNX14
#CNX14
Social Content Marketing in a B2B World
Jeffrey L. Cohen, Distinguished Lecturer
Ball State University
@JeffreyLCohen
Track: Social Marketing
#CNX14
Presentation Overview
1 2 3
Content marketing starts with business
goal alignment.
B2B companies use content marketing to
build trust with prospects.
Throwdown:
gated vs. non-gated content
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
74% of B2B content marketers cite lead generation as their goal for content marketing.
- Content Marketing Institute, 2014
Track: Social Marketing
#CNX14
Align with Business Goals
Content marketing efforts should not be siloed.
What are executives tracking on a daily, weekly or monthly basis?
What metrics are other departments tracking?
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
66% of the most effective B2B content marketers have a documented content strategy.
- Content Marketing Institute, 2014
Track: Social Marketing
#CNX14
Content Builds Trust
People do business with people that they Know, Like and Trust.
Providing information of value builds trust – the key to a relationship.
Marketing is responsible for prospect education more than ever before.
Track: Social Marketing
#CNX14
Educational content is a great way to build trust with prospects.
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
58% of B2B content marketers say their content marketing efforts are not effective.
- Content Marketing Institute, 2014
Track: Social Marketing
#CNX14
Throwdown: Gated vs Non-Gated
Gated: ebooks, webinars, tools and templates
Non-gated: infographics, videos, ebooks, slide decks
A non-gated ebook gets 20 to 50 times the downloads, according to @DMScott.
Leads versus reach
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
Align your content marketing goals to
business goals.
Use content to build trust with prospects.
Know the difference between gated and
un-gated content and when to use each.
Takeaways
1 2 3
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
$50StarbucksGift Card
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
Questions?
Track: Social Marketing
#CNX14
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
Track: Social Marketing
#CNX14