B2B Marketers: How to Solve Your Top 4 Content Hurdles
Transcript of B2B Marketers: How to Solve Your Top 4 Content Hurdles
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How to Solve
Your Top
Content
Hurdles
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Before we begin…
Today’s presenters:
Allyson Resh,Content Partner Lead@LinkedIn
Becca
Colbaugh,VP Client Services@Visually
FAQs:
• The presentation will be made available
after the webinar
• A recording will be available on the
Visually website
• There will be a short Q&A period after the
presentation
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If you feel like your content
marketing leaves a lot to be
desired, you’re not alone
You need to promote the right
content at the right stage
Never stop testing
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22%
Only 22% of B2B Marketers claim to be extremely or very successful with their
content marketing
Source:Content Marketing Institute, 2017
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The world’s professionals come to LinkedIn for knowledge
Industry News Expert Advice Professional Learning
Peer Insights Peer Recommendations 500+ Influencers
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Gaps in your content
Contenttopics and
themes
Ways to scale your
content
Testing opportunities
Content Audits Make Your Content Marketing More Effective by Identifying:
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“The buyer’s journey is nothing more
than a series of questions that must be
answered.” − IDC
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Trending ContentWhat content is your audience engaging with on LinkedIn?
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Create a “Big Rock”
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whitepaperinfographic
Then Create Derivative to Scale
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Images• Test 3-4 images
• Feature a person vs. object
Copy• Include a stat
• Keep it short
Test. Test. Test!
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Amazing creativity
is within arms reach
Quality talent Full creative service A better way to work
Why Visually?
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We can start with strategyQuality Talent
Full creative service
A better way to work
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Visually Services: strategy offerings
• Content / Messaging Audits
• Messaging
• Personas
• User Journeys
• Editorial Calendars
• On-Demand Ideation
• Content Creation
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Discovery
Personas
Messaging / Content Audit
User Journey
Editorial Calendar
Ideation
Discovery starts the process
through identifying:
• Business Goals & Objectives
• User Goals
• Historical Work
• Gap Analysis
• Success Metrics
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Have you defined and mapped
your audience(s)? Do you
know for whom you’re
creating content?
Discovery
Personas
Messaging / Content Audit
User Journey
Editorial Calendar
Ideation
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Do you have a clear sense of
what content you’ve produced
and how well it’s performing?
Do you know what you’re
saying and why?
Discovery
Personas
Messaging / Content Audit
User Journey
Editorial Calendar
Ideation
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Have you clearly mapped the
user journey(s) and organized
content around each stage?
Discovery
Personas
Messaging / Content Audit
User Journey
Editorial Calendar
Ideation
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Is your content plan organized
with an outlined publishing
schedule in place?
Discovery
Personas
Messaging / Content Audit
User Journey
Editorial Calendar
Ideation
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Do you have content topics
and themes defined? Are the
topics aligned with your
overall strategic goals,
messaging, user journey and
channels?
Discovery
Personas
Messaging / Content Audit
User Journey
Editorial Calendar
Ideation
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Quality talent Full creative service A better way to work
Why Visually?
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Over one thousand
specialized creative
professionals
Quality Talent
Full creative service
A better way to work
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We hand-pick & vet
your team for you
Quality Talent
Full creative service
A better way to work
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We deliver on the
entire customer journey
Quality Talent
Full creative service
A better way to work
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We’re an extension
of your team
Quality Talent
Full creative service
A better way to work
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We can get started quickly
Creative Brief Talent Match Project Starts
1 2 3
Quality Talent
Full creative service
A better way to work
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We’re flexible to grow
with your needs
Quality Talent
Full creative service
A better way to work
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Collaboration platformQuality Talent
Full creative service
A better way to work
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Visually’s platform offers an
efficient, personal and a
streamlined content audit and
development process, leveraging
the best talent from around the
world.
Product Demo
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Q&A
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Thanks for joining!
To learn more, connect with us
here…
Web: www.visual.ly
Email: [email protected]
Twitter: @Visually