creating a quality b2b content marketing strategy

Creating a quality content marketing

strategy in a large B2B enterprise Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric

Confidential Property of Schneider Electric

Digital Marketing Exchange – London, 27 September 2016

What is a story?

‘Story’, from latin Historia: recital of true events; narrative of fictitious events meant to entertain

@giusec

When is a story effective?

When told well and succeeds in convincing you of its point

@giusec

When we feel fulfilled

it becomes OUR experience

Confidential Property of Schneider Electric |

“Marketing is no longer about the stuff that you make,

but about the stories you tell” – Seth Godin

@giusec

The first Banner Ad (1994)


44% CTR

Today the average is 0.04%


Content Marketing is the process of developing & sharing

relevant, valuable and engaging content to target audience

with the goal of acquiring new customers or increasing

business for existing customers.

You get what you give

It’s the brand that gives away the most useful information that wins.

@giusec

B2B = still Boring to Boring? Content Marketing strategy in a large B2B enterprise

• Historically B2B required a more rational approach

• New technologies and new channels (social media) are

changing the way B2B companies approach clients

• Content Marketing has been adopted by B2B companies

at faster speed than B2C


The B2B Content Marketing paradox Content Marketing strategy in a large B2B enterprise


B2B Content Marketing Strategy in 10 Easy Steps


Define the case for change and gain organizational buy-in

Content Marketing strategy in a large B2B enterprise

• Make sure all stakeholders understand the case for

change:

• Increase Marketing Opportunities

• Simplify the content creation and management process;

redefine content production ecosystem

• Integrate Content, PR, Social Media

– The most innovative companies have merged social, content

and PR

• Improve geographical distribution and amplification


Business Alignment, Mission Statement


• Content Marketing is part of a wider Marketing

Plan and has to be aligned with Business

priorities and company’s brand strategy

• Content Marketing wants its own mission

statement

Help Small Businesses Do More Business. To

become the largest source of inbound leads.

The destination for Data Center Professional.

We want to provide relevant content to help

simplify the process of assessing, planning,

designing, building and operating data centers.

AMEX

SCHNEIDER ELECTRIC DATA CENTER

Your strategy has to be DOCUMENTED

Insight on a Transformation from a Traditional to a Modern Marketing Approach

ONE Content Editorial Board is the place where things happen. The editorial board manage planning, production and

distribution of all contents through all channels (Social Media, PR, SEO, Emailing, etc.)

Define Content Marketing Roles and Functions

• Content Marketer/Editor.

Strategizes, writes, and oversees

content projects to ensure brand

consistency and alignment with

business objectives.

• Channel Managers. Distributes

content across social channels,

engages online communities, and

contributes to content projects.

• Analytics. Defines best/ worst

performers, conversion optimization

and measurement communications


• Designer. Brings content to life

through the user experience and

rich visuals.

• Contributors. Any content creator -

blogger, photographer, designer -

who contributes to your project.

• SEO/Paid Specialist. Manages the

paid distribution of content online.

From Content Chaos to Content Strategy


Persona types Content Marketing strategy in a large B2B enterprise


IT Professional

C-level

Colocation

DC Professional

Plant / Facility Mgr

IT Reseller


Persona, Buyer Journey and Content Mapping are at the core

of your Content strategy

IT Professional

C-level Colo

DC Professional

Plant / Facility Mgr

IT Reseller

Purchase Awareness Consideration

Checklists

eGuides

eBooks

White Papers

Editorial Content

Analyst Reports

Bog Posts

Videos

Catalogs

Webinars

Case Studies

White Papers

Samples

Product Spec Sheets

Free Trials

Demos

Consultations

Estimates

Quoted

Coupons

SE Blog

APC.com

SE.com

APC Blog

Persona profiling

Buyer Journey and Content Mapping

Content Hubs

Purchase Awareness

Early stage Late stage

4 amazing examples of Content Mktg

@giusec

Content Loop, Cap Gemini Txchnologist, GE

StarWars microsite, LEGO Destinations, Lonely Planet

Blog is at the core of our Content Marketing strategy Content Marketing strategy in a large B2B enterprise

• WordPress

• Our most successful content hub since 2011

• Average blog generates +4,000 views and

+150 shares per post (LI, Twitter, FB)

• IT Division Data Center blog count as +50%

of overall traffic and content (22 active int

and ext bloggers)



“It’s not the best content that win:

its the best promoted content” - Andy Crestodina, Orbit Media


The YAY-BOO! Scale Content Dist Channels and Social Media Content Marketing strategy in a large B2B enterprise

YAY!

BOO!

(B2B version)

Content Distribution & Amplification


• Tweet • Tweet quotes from the content • Use Click to Tweet buttons • Pin it to the top of your Twitter feed • Post on Facebook • Post on LinkedIn • Post on Google+ • Share it in LinkedIn Groups • Post on Reddit • Pin it on Pinterest

• Email • Send an “In case you missed it” follow-up email

• Use the subscription box

• Optimise the content for SEO • Align the post with a keyphrase. • Use related phrases in the article • Link to the post from other posts

• Email signature • Podcasts, webinars, presentations • Guest blogging

• Facebook and Twitter Ads • Retargeting • Native advertising

@giusec

“Content Strategy comes first. Social Media and

Channel Strategy will follow.”

- me


POEM: Paid drives to Owned which drives to Earned Media Content Marketing strategy in a large B2B enterprise

Two Content Marketing analogies: Big Rocks and Turkey Slices Overview and Plans for 2H

Big Rocks

• “Big Rock” is Highly Valuable Content. It is a

substantial piece of content based on the idea of

becoming the definitive guide to a conversation that

we want to own

“Thanksgiving analogy” and Turkey Slices

• The idea is to look for opportunities to repurpose

content that you already have (as you’re repurposing

thanksgiving food for some time…)


Content Distribution &

Amplification Content

The Content Marketing “Power Law”


Uniq

ue P

age

Vie

ws

Pages

• More content doesn’t get more

results

• Top 10% of your posts are your

“big rocks”

• The concept of the

“Atomization” of content

• If your content calendar is

holding you to production goals,

you’re doing it wrong.

The top 10% of posts got more pageviews

than the next 90% combined

Examples of “Big Rock” content

Content Marketing Framework Content Marketing strategy in a large B2B enterprise

Blog Traffic

TWITTER SHARES FACEBOOK SHARES LINKEDIN SHARES

(Even More)

Blog Traffic

Ppt on Slide Share Customer

Testimonial Webinar

“Meet the Expert”

video

GATED CONTENT

(WPs, E-BOOKS, ETC.)

MARKETING OPPS $

eNEWSLETTER +

PAID MEDIA

Earned

Media

SE

O /

KE

YW

OR

D S

TR

AT

EG

Y

Paid Media

Owned

Media

Owned

Media

“Big Rock”

content


Content Marketing is NOT a Campaign A Campaign is a structured set of Programs enabled by Content

How to understand that you are doing things right…


“

”

I’m missing a couple of turkey slices and

then I’ll be ready to launch next big rock!

When you will hear conversations like

Page views


Content dashboard – Summary

Content contribution to pipeline for e-

DM and non-paid Social

Traffic

Content Marketing strategy in a large B2B enterprise

Unique Visitors

Backlinks

Sources of traffic

Engagement

Bounce rate

New vs. Returning visitors

Time spent on site

Shares by content type

Conversions

Opt-in rates

Click through rate

Number of leads

ROI

Listening

Share of Conversations (SoC)

Customer Sentiment

Branded Search

Our results after first months are encouraging! Overview and Plans for 2H

3-6% Conversion rate


3-6%

+6x • At least 6x higher than the traditional campaign

(1% average resp rate)

• Average response rate is 0.3/0.5% for DM and

less than 0.3% for adverts

2 2 Countries piloting Big Rocks: India and the UK


Content marketing success takes time. Set up a pilot program

as a test, and then, if it’s successful, roll ahead with the series

Let’s review:


All in One Page

Build a case for change and align your content marketing strategy

to business plan and company’s brand message; define your

audience and learn about your customers’ buyer journey; secure

proper distribution and amplification and identify the best

performing content to optimize your results. Always measure

results and set up a pilot program as a test, and then, if it’s

successful, roll ahead with the series.


“

”

If you want to know more…

@giusec