content distribution: reaching the people that matter
DESCRIPTION
B2B Marketing is changing. Fundamentally. A shift in content marketing and how it is being used is part of this change. Are you keeping up?TRANSCRIPT
Content Distribution:
Reaching the people that matter
B2B Marketing is changing. Fundamentally.
9 out of 10 buyers say when they’re ready to buy – they’ll find you
Source: DemandGen Report
In? Out? In? Out?
AdvertisingDirect mailE-mail campaignsEventsTelemarketing
Outbound
SearchBloggingTweetingViral videosRSS feedsInfographics
Inbound
Content goes Social
Source: CMI
The justification
Source: Hubspot
Has outbound had it’s day?
AdvertisingDirect mailE-mail campaignsEventsTelemarketing
Outbound
SearchBloggingTweetingViral videosRSS feedsInfographics
Inbound
+
Not yet
So how can you plan your Content Distribution Strategy to best effect?
What are their content needs?
What formats do they prefer?
Where do they look for content?
How can we make them content distributors?
YOUR AUDIENCE. YOUR STARTING POINT.
Think Value Exchange
“Deliver consistent, ongoing valuable information to buyers, and they will ultimately reward us with their business and loyalty.”
A whole host of channel options
INBOUND
Search
Blogs
YouTube
Vimeo
SlideShare
RSS feedsXing AppseBooks
...plus many more
The importance of Search
93% of B2B buyers use search to begin the buying process
More links pointing to your content = better page ranking
Always optimise your content to reflect keywords & phrases
Video assets 56x more likely to be ranked on the first page of Google than standard text
Source: Marketo
Source: Marketing Munch
Social Media: Made for content sharing
85% of b2b buyers believe companies should
present information via social networks
Source: Cone, Inc
4 good reasons to distribute content via Social Networks
1) To increase opportunities to see and engage2) To promote and encourage sharing of your content –
extending your digital footprint3) To improve your search performance4) To influence the influencers
Channel Objective Focus Desired outcome
Twitter[Owned Media]
›Position company as thought-leader›Build audience engagement & dialogue›Show we are credible›Keep us front-of-mind
›Share content we generate (blog / YouTube)›Share our news / promote events / case studies›Share valuable third-party content (wider blogosphere / media)
›Increase in click throughs to blog / YouTube / our website›Increase in Mentions and Retweets›Increase in followers
Blog[Owned Media]
›Position company as thought-leader›Build audience engagement & dialogue›Help shape and guide buyer strategies
›Provide analysis, opinion and guidance on key issues, industry and new developments›Deliver a rich and engaging experience wherever possible
›Increase in page views›Increase in inbound & outbound links›Increase in comments›Increase in sharing of our content›Increase in search performance on keywords
Blogosphere[Earned Media]
›Position company as thought-leader›Create and participate in conversations online›Show we are credible
›Listening online to identify where we should be commenting or stimulating discussion – across established online media and influential blogs
›Increase in share of voice online›Increased participation in online discussions
LinkedIn [Owned/Earned Media]
›Leverage professional networks of our key execs to open up new conversations›Keep us front-of-mind
›Integrating blog and Twitter feeds›Participating in the right online groups – and stimulating discussion
›Increase in click throughs to blog / our website›Increased participation in online discussions
YouTube [Owned Media]
›Position company as thought-leader›Show we are credible›Help shape and guide buyer strategies
›Provide analysis, opinion and guidance on key issues, industry and technology developments›Share our story›Share client case studies
›Increase in channel views›Increase in channel subscribers›Increase in comments
Build a clear strategy for each distribution channel
Facebook: the verdict’s still out
4 reasons Facebook stinks, according to commentator Chris Koch
Engagement is temporary Conversation is banal or non-existent The like button is a blunt instrument The perception of Facebook as a consumer
platform persists
Facebook for B2B stinks:It’s official, apparently
Source: Chris Koch
The rise of the Professional Network
51% of marketers use it to distribute content
Source: Digital Buzz
Video sharing
75% of senior executives say they watch work related videos on business-related websites at least weekly
65% have visited a vendor’s website after watching a videoSource: Forbes
Source: Google
Try it, test it, learn which channels work for you...
Source: Hubspot
Make it easy to share
Use industry standard platforms –
YouTube, Vimeo, Slideshare, Flickr
Always include sharing buttons onlineand in PDFs
But make it interesting and compelling enough that they want to share it!
Case example:
30,000 page views
200+ blogs
Time to go mobile?
Nearly 50% of people access the internet through a mobile device
1 in 4 employees use personal smartphones at work
Source: BBC
Source: ITPro
Where to start?
Google Analytics – tells you the mobile devices and platforms being used
Make your content mobile friendly – from PDF to App
Get smart about your use of mobile... Location-based search? AR apps?
And another important channel...
Your sales force
90% of marketing deliverables are not used by sales
Only 7% of IT services companies are seen by their customers as ‘strategic partners’
• Need to show industry knowledge
• ‘Think for me’, not just ‘do for me’: guidance not plumbing
• Need an opinion, an angle, a point of view, a vision of what’s next....
Source: New Rules of Sales Enablement
Our very own content distribution experiment
Vital Statistics for B2B Marketing
It started with a blog post...
Then we decided it could be so much bigger...
Our objectives: Raise Earnest’s profile and put our agency firmly on
the map Use the video as a potential showreel to demonstrate
both our strategic and creative prowess Optimise our online presence and increase our search
performance And optimistically, generate new business opportunities
Vital Statistics for B2B Marketing
The video... [Click to launch]
Spreading the word
YouTube branded channel Twitter Targeted approaches to key commentators and
influencers LinkedIn – embedding the video into our profiles Facebook PR – free online news wires Blog comments
Beyond all expectations...
Targets:
1,000 video views in 6 weeks
30% increase in Twitter followers
20% increase in average site visits
20% increase in inbound links
2 new business opportunities
Results (6 weeks later):
6,500 video views 42% increase in Twitter
followers 30% increase in average
site visits 87% increase in inbound
links 2 new business
opportunities
PlusOver 90 mentions on Twitter,
extensive media coverage and improvements in natural search
What we learnt...
Video wins out over text based content any day CIOs do block YouTube – so distribute your
videos across a number of platforms Influencing the influencer amplifies your reach We’re still not sure about Facebook Joining the dots adds a whole lot of momentum
to your activity
If there are only 5 things you remember today...
The big 5
Never lose sight of your audience Inbound AND outbound Build your digital footprint Measure, make mistakes, learn, refine Great content will win the day!
Earnest online
Web:www.earnest-agency.com
Twitter:www.twitter.com/earnestagency
YouTube:www.youtube.com/earnestagency
Facebook:www.facebook.com/pages/Earnest-Agency/118169524864093
LinkedIn:www.linkedin.com/companies/earnest
Thank you