How to Create a Result-Oriented B2B LinkedIn Marketing Strat
Create Thoughtful B2B Marketing Content
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Transcript of Create Thoughtful B2B Marketing Content
Thoughtful Marketing Content or Rote Activity?
Ardath Albee
@ardath421
Time is not a B2B Marketer’s Friend
email campaigns, events, blog posts, lead generation, brand awareness, webinars, infographics, white papers, articles, eBooks, videos, graphics, sales collateral, websites, social media, Twitter, Facebook, Google+, PPC campaigns, display advertising, content syndication, media buys, lead scoring, sales enablement, content marketing, lead nurturing, customer retention, customer acquisition, ROI, analytics, big data, marketing automation, Pinterest, Instagram, podcasts, sponsorships, case studies, websites, microsites, user experience, web traffic, conversions, LinkedIn, mobile, customer experience…
Content Marketers need to find calm amidst the chaos…
…there’s a lot riding on it!
68% of buyers rely
on content MORE today than last year
DemandGen Report
But have less time to spend with it.
Buyers need content
WHERE’S THE VALUE?
58.7% of buyers value problem-solving info – not product info
DemandGen Report
BUYER’S CIRCLE OF
TRUST
Marketing Content
Content marketing can become
Just creating MORE content is …
It’s not the same marketing environment…
…so what will you shift?
Wait! Stop and Think…
Content Marketers need a map… a strategic approach
Who is Your Buyer?
What problem is she trying to solve?
What does she need to• Learn• Share• Changeto solve her problem?
Who (or What) could stop her?
What does she need to know at each stage?
Which • Channels • Media• Formatsengage her?
Now, You’re Ready
Create ThoughtfulContent!
Thanks for making it this far!
Ardath Albee, CEO & B2B Marketing Strategist
@ardath421
Get started with your personas:www.upcloseandpersona.com