What works in B2B technology content
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WHAT WORKS IN B2B TECHNOLOGY CONTENT
WEBINAR: 29TH SEPTEMBER, 2PM GMT
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THANK YOU!
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YOU WALK AWAY WITH DATA THAT PINPOINTS WHAT CONTENT WORKS (AND WHAT DOESN’T)
BASED ON 100,000+ DOWNLOADS
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YOU WALK AWAY WITH INSIGHTS FROM INSIDE ONE OF THE WORLD’S
BIGGEST TECHNOLOGY PLAYERS
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YOU WALK AWAY WITH 5 TAKEAWAYS BASED ON WORK WITH CLIENTS SUCH
AS IBM, BOX, THOMSON REUTERS
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DON’T MISS… TECHNOLOGY CONTENT STRATEGY MASTERCLASS
OCTOBER 2016MORE DETAILS AT THE END OF THIS WEBINAR.
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YOUR PANEL TODAYBRENT BOSWELL
EMEA Director, TechTarget
SARAH DUNNEMEA Marketing Director,
Symantec
ADAM LEWISHead of Social and Content,
Bright Blue Day
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BRENT BOSWELL, VICE PRESIDENT, EMEA
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TECHTARGET – A GLOBAL TECHNOLOGY PUBLISHER
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WHY CONTENT IS IMPORTANT
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LAST BUDGETED IT PURCHASE – STUDY OF 500 EUROPEAN ITDMS IN 2015
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IT TAKES A TEAM TO PURCHASE TECHNOLOGY: IT BUYING TEAMS OFTEN INCLUDE 4+ STAKEHOLDERS
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MAKE SURE CONTENT CATERS TO EACH BUYING TEAM MEMBER
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BUYER SHORT LISTING DOESN’T COME FROM ONE ASSET DOWNLOAD
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SPECIFIC ASSETS ARE MORE RELEVANT TO IT BUYERS AT SPECIFIC TIMES DURING THE BUYING PROCESS
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CONTENT CREATED SHOULD BE SPECIFIC TO EACH BUY CYCLE STAGE
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IDENTIFY IN ALL AREAS OF THE PURCHASE CYCLE OR YOU’LL MISS OUT ON SHORT LISTS
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AT TECHTARGET, 45% OF CONTENT DOWNLOADS ARE FROM OUR INDEPENDENT EDITORIAL CONTENT
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RELEVANCY IS THE KEY CHARACTERISTIC FOR BUYERS WHEN EVALUATING CONTENT
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RELEVANCY DRASTICALLY IMPROVES PERFORMANCE
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RELEVANCY DRASTICALLY IMPROVES PERFORMANCE
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EUROPEAN BUYERS ARE 50% MORE LIKELY TO DOWNLOAD NATIVE LANGUAGE CONTENT, BUT ABOVE ALL ELSE, RELEVANCY OF CONTENT IS IMPORTANT
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TOP PERFORMING VENDOR CONTENT ACROSS EMEA
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THE GREATEST MARKETING CRIME IS NEGLECTING TO PROVIDE THE ‘NEXT STEP’
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ENABLE BUYERS TO COMMUNICATE WITH EACH OTHER, AND MORE IMPORTANTLY, WITH YOU
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QUALIFIED ECM PROJECT
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QUALIFIED ECM PROJECT
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BUILDING A COMPREHENSIVE CONTENT PLAN
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BUILDING A COMPREHENSIVE CONTENT PLAN
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BEST PRACTICES TAKEAWAY
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Q&A SARAH DUNNEMEA MARKETING DIRECTOR,
SYMANTEC
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HOW DOES SYMANTEC APPROACH CONTENT?
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WHAT WORKS AND WHAT DOESN’T?!
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HOW DO YOU MANAGE THE CONTENT PROCESS INTERNALLY?
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HOW IS YOUR CONTENT STRATEGY EVOLVING INTO 2017?
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FIVE TAKEAWAYS ADAM LEWIS
HEAD OF SOCIAL AND CONTENT, BRIGHT BLUE DAY @ADAMLEWIS10
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TURN YOUR SALES TEAMS IN CONTENT MARKETERS
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Staff Publish corporate content
Corporate Profiles share content
Sales Team Targeted content for prospects
Influencers Engage in conversation
Internal SME Amplify their knowledge
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MAKE YOUR CONTENT WORK BETTER
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Low effort & often
High effort & infrequent
Primary research and thought leadership
Books, ebooks & white papers
Infographics, webinars & presentations
Blog posts & contributed content
Curated content & social media posts
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BE DISRUPTIVE TO CUT THROUGH
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DON’T JUST FOCUS ON THE C-SUITE
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AUDIENCE
C-Suite
Budget Holder
Change Maker
Responsibilities & Goals
Pain Points
Trusted Online Sources
Identified Content Needs
Product User
Procurement
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CONTENT IS KINGS BUY RELEVANCE RULES
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SHOUT IF WE CAN HELP
GET TOP CLASS STRATEGIC CONTENT:[email protected] @ADAMLEWIS10
GET YOUR CONTENT IN FRONT OF IT BUYERS: [email protected]
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SIGN-UP FOR CONTENT STRATEGY MASTERCLASSEXCLUSIVE EVENT AIMED AT SENIOR MARKETERS IN B2B TECHNOLOGY
SHARPEN YOUR PLANNING SKILLS TO MAKE YOUR CONTENT MARKETING MORE IMPACTFUL AND COST-EFFECTIVE.
How content drives revenueTactics for new content ideas
Cut costs without cutting qualityGet more eyeballs on your content
Every attendee gets a free Content Audit.
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THANK YOU!