Revamp Your B2B Content Strategy - Dreamforce 2017
Transcript of Revamp Your B2B Content Strategy - Dreamforce 2017
Working titles:Revamp your content marketing strategy
Revamp your content creation strategy
Revamp your content experience strategy
Revamp your content strategy
About Randy
Husband
Dad of 3
Hockey/Dance Dad
Co-Founder @ Uberflip
CMO/Marketer at Heart
Culture-focused
Randy Jenny
Orange is the New Black
The Standups
Sarah Silverman
What the Health
Riverdale
‘The Breakfast Club’ Genre
Documentaries
Grease and any Musical
Bloodline
House of Cards
Stranger Things
Anything Marvel
Breaking Bad
Homeland
24
Black Mirror
Anything with"The Rock"
All of historyuntil 2003
Current Next year
2 Days 10 Minutes
Amount of time to generate5 billion gigabytes of information
1.8+ billion photos are uploaded per day
80m 500m 300m
Source: KPCB (Kleiner Perkins Caufield Byers)
of North American B2B marketers indicate they will increase their content spending through 2017.39%
— 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute
MANY FORMATS OF B2B CONTENT
Quizzes
Competitions GamesWidgets
CelebrityEndorsements
Community Forums
Reviews
Ratings
Case Studies
Price List
Calculations
Source: Hubspot
Reports withWhitepapers
Trends
Demo Videos InteractiveDemo
Checklist
Checklist
Events
PressReleases
EnewsEbooksVideos
Articles
Infographics
Guides
NEW SOLUTIONS, NEW PROBLEMSAtoms, turkeys and lifetime body of work
JASON MILLERLINKEDIN
TODD DEFRENSHIFT COMMUNICATIONS
ANDY CRESTODINAORBIT MEDIA
There’s a better way(and it’s not rocket science)
# of placements
Ave
rag
e #
of
vie
ws
1000
100
1-5 6-10 11-16 26-20 >20
Source: Uberflip Customer Data
ThoughtLeadership
Campaigns,Microsites andLanding Pages
Tailored Content,Drip Campaigns
KnowledgeBase
Resource Center
OnboardingMaterials
Prospecting, ABM/ABS
Education and Evaluation
Material
OWN THEJOURNEY
What does contentlook like at scale?
CAMPAIGN 1DCAMPAIGN 1B CAMPAIGN 1C
Outcome: CTR of 6-13% with target accounts!
TARGET ACCOUNTPa
id A
dve
rtisin
g
A
Rosilyn RaybornDirector of Content Marketing@ Associa
CREATING ENGAGING CONTENT HUBS
Uberflip is one of the best
investments my team has made.
We’ve been using Uberflip for a few
months now and our CEO
complimented our content, but the
funny thing is, the content hasn’t
changed that much, Uberflip has just
created a more immersive
experience that keeps our clients’ —
and CEO’s —attention.
“
ThoughtLeadership
Campaigns,Microsites andLanding Pages
Tailored Content,Drip Campaigns
KnowledgeBase
Resource Center
OnboardingMaterials
Prospecting, ABM/ABS
Education and Evaluation
Material
OWN THEJOURNEY
Experience will win