MARKETING AND SALES LEARNING AND DEVELOPMENT

WELCOME

We are here to represent

and develop the marketing and sales professions and enhance the careers of practitioners

Where do you want to go?We will help you get there

Each year we support over 50,000 people at every stage of their career.

We do this through providing training,

internationally recognised qualifications and

membership resources.

130 training courses in key areas of marketing, sales and business.

Flexible marketing and sales qualifications through CIM Academy.

Tailored programmes to improve the performance of marketing and sales teams.

#What skills do you need?We will help you develop

How far can you go?That’s up to you

Members can register for the Chartered CPD Programme which provides a framework for your development and the means to achieve Chartered Marketer status.

Joining as a professional

member brings you a number of

options to boost your career and gain access to

resources.

Marina LumleyCourse Director CIM

@marinalumleyLinkedIn: marinalumley

B2B Content Marketing Planning TFM&A

Marina Lumley

@marinalumley

uk.linkedin.com/in/marinalumley

• Practitioner and trainer in Marketing Communication

strategy

Formerly integrated agency Board Director• 18 years Marketing Experience• CIM Faculty Member and Trainer • Teaching in the digital & marketing space

Thoughts you might be having that bought you to this seminar today

What is Content marketing

all about?

How can youbenefit?

Does it require a paradigm

shift in thinking?Does a

MarketingManager require

new skills?

Can it really impact your bottom line?

Why is it such ahot topic?

Content marketing

“How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and, ultimately motivating a change in

behaviour”Joe Pulizzi“Get content, get customers”

Hot topic! - 3-5 years old and powered by social media

• Its got traction

• Thought leadership/ credibility

• Lead quality and cost

• “X factor” peer generated brand referrals

• Gets you found!

• Competitor advantage

• “Me too”

Content is

Could it also be the future of SEO strategies?

Econsultancy & Outbrain Content Marketing Survey Report 2012. 1300 respondents: Clients, agencies and publishers

B2b Content marketing Trends – 2012 Survey Results. By Holger Schulze, author of the blog “everything technology marketing”. Sponsored by IDG Enterprise. 740 responders from a LinkedIn community

Search queries for Content Marketing

The Future?

B2B vs. B2C

70% of the customer buying cycle is completed before a prospect is willing

to engage with an actual person

Engage with more of your prospects and convert more sales

Can cost less than an outbound lead

Inbound marketing leads = X3 conversion rate. Hubspot

Beat the competition to the prospect

Persona led marketing

Senior Marketing Manager IT Director

Do they have the same criteria for evaluation? Do they search for the same thing?

ACQUIRE PARTICIPATE

SHAREENGAGE

Map content to the prospect journey

Price and Product features.

Compelling argument

Reasons to want to give data

What your persona is interested in.

Education, case studies vs. a hard sell

Reviews and forums. Content

disseminated from acquire and

participation phase

3 Key Pillars of Content Marketing

• Content Optimization & SEO• Keyword Research

700,000 Fans on FacebookOver 30 blogs1.5m views on YouTube18 Twitter accountsExec – 1.5m followers

Social site for social content

Content ecosystem

BlogBlog

Content Hub

BlogBlog

Create a calendarWhat’s daily? – Three new blog postsMonthly? – webinarQuarterly? - ebook

Make the most of online resources e.g. http://www.contentmarketinginstitute.com/wp-content/uploads/2012/02/Ultimate_Ebook-1.pdf

E.g. Econsultancy; Mashable; Social Media Examiner, Hubspot; Marketing Week

Intellectual Property

All training materials provided by CIM Learning and Development remain the intellectual property of The Chartered Institute of Marketing and its partners, who assert their right to worldwide copyright unless specifically agreed otherwise in writing.

© Marina Lumley and The Chartered Institute of Marketing 2013

Any questions?

Marina LumleyCourse Director CIM

@marinalumleyLinkedIn: marinalumley