The Business of B2B Content Marketing

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Or…

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1. Satisfied with what one is

or has; not wanting more or

anything else.

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Company – brand and what it ‘feels’ like to work with them

Customer – Meaningful, two way persona connections

Culture – Your people with passionate behaviours

Community – Attract, engage and convert

Commitment – Passion, dedication, time & effort

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“Strategy without tactics is the slowest

route to victory, tactics without

strategy is the nose to defeat”

SUN TZUThe Art of war

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We believe in challenging the status quo and doing things differently

Apple - WHY?

Our Products are beautifully designed and easy to use

Apple - HOW?

We make Great Computers etc

Apple - WHAT?

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…wants to evolve

the way the world

moves

…connect millions of

people in real life all

over the world, through

a community

marketplace – so that

you can Belong

Anywhere

…we save money for a

better everyday life

…inspire and nurture

the human spirit – one

person, one cup and

one neighborhood at a

time

@googledave

…wants to evolve

the way the world

moves

…connect millions of

people in real life all

over the world, through

a community

marketplace – so that

you can Belong

Anywhere

UBER

AIRBNB

…we save money for a

better everyday life

IKEA

…inspire and nurture

the human spirit – one

person, one cup and

one neighborhood at a

timeSTARBUCKS

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Ethos

Pathos

Credibility - Trust

LogosConsistency - Logic Emotions - Imagination

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Pathos

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Behaviour Influence Persuade

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“Personas are archetypes that describe

the various goals and observed

behavior patterns among your potential

users and customers ”

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PERSONA PAIN & PLEASUREExercise

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Think

WHAT DO THEY WORRY ABOUT AT NIGHT?

WHAT ARE THEIR FUTURE CHALLANGES?

WHAT DO THEY GET FRUSTRATED WITH?

HOW ARE THEY MEASURED?

WHAT MAKES THEM SUCCESSFUL?

WHAT WOULD MAKE THEIR LIFE EASIER?

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NETWORK

· Everyone connected; lack of content in the middle

· Easier to build so we play the numbers game

· Often about the get, rather than the give

· Never been so connected, but yet so disengaged?

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COMMUNIT

Y· Like jam, content in middle creates stickiness

· Holds it together, so we go back for more

· People feel urge to participate, help and support

· Create real-life relationships that add value

· Provides brand lift, amplification, online visibility

· The human touch, more authentic and sincere

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ACCELERATED AUDIENCES

What would a ,marketer do….

BUY THEM IN! and there ahs never been a better time….. Its only get to get more expensive

• Email data• LinkedIn followers on company page• Twitter – consider buying handles (footy accumlator story)• Facebook darkposts

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DARKPOSTS AND CUSTOM AUDIENCES

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GMAIL ADVERTISING

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· It’s a marriage, not a one night stand

· Humans are at the other end

· Tailor your approach to the influencer

· Listen and learn

· Make friends before you need them

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· Be a giver, not a taker – givers gain

· Share, comment and write reviews

· Invite to interview, guest posts

· Curate their content, include in Top lists

· Co-create – look for joint opportunities

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Your SUSPECTS

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BULLSHI

T!

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SHARE YOUR STORIESBreak

“ The customer isn’t a moron;

she’s your wife.“

David Ogilvy

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Persona has a problem but is not aware of the solution

SEE

Has a problem and is researching the solutions

THINK

Aware of your solution,

convince them!

DO

They’re a customer

encourage to buy and share more

DELIGHT

@googledave

RYAN

HANLEYContent WarfareTOP

100 QUESTIO

NS

Ryan Hanley

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#RecruitIn

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HAPPY FEARSAD ANGER ANTICIPATION

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1. Industry

Pain Points2. Common

Customer

Q’s

3. Trending

Industry Topics4. Brand

Stories

5. Research

& Analysis

6. Outside of

industry into

your world

7. Industry

News &

Trends

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Create

AHA!moments

· Switch on moments of realistation

· Share meaningful insights

· Offer help and provide value

· Show why working with you ad values

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@bryan_phc

#AskPh

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@bryan_phc

#AskPh

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COKE BOTTLES WITH NAMES

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FULL SCREEN “SHOT ON IPHONE 6” PHOTO

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• High quality and relevant over time

• Educational, how to posts…

• History and future of posts…

• Create multiple posts to cascade

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Crowdsourcing CONTENT

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CONTENT CASCADES… make life easier and provide scale

Webinar Youtube videoPodcastTranscribed contentBlogsSlideshare deckSpeaking at Events…Community response – feeds content evolution

Nationwide infographicgraduate and influencer interviews – turned into content)Series of blogs and visual assets about themKeeps the original content idea/concept ‘alive’

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· Employees advocates – they can reach an

audience 10x that of your brand

· Harness the power of the team

· Identify you most socially savvy

· Rules of the game – follow the content plan

· Measure, share and grow

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• Think like investigative journalists

• Ask the audience, spot trends

• Create links with you PR teams

• Hot topic ‘whats app’ group

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Ask the audience

Live Chat

Google Analytics ‘in site search’

Google suggestion tool

Google insights – spot upward trends

Keyword research – Persona topics through the funnel

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Events in your business

Events in your sectors

Seasonal trends in your personas world

Seasonal events

Films, TV shows

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CONTENT IDEASExercise

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GIVE VALUE & ALWAYS BE HELPING

MAGNIFICNANT 7 THEMES

DIFFFERENT CONTENT ASSETS

EMPATHY AND EMOTION

WHATS HOT AND ALSO THINK FUTURE

PERSONALISE CONTENT AND MESSAGE

EVERGREEN CONTENT

CREATIVE OUTREACH

CONTENT CASCADES

Think

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…Oh S%&t! How do we do it

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SEE

THINK

DO

DELIGHT

Type of content

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SEE

THINK

DO

DELIGHT

Length of strategy

Q1 Q2

SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH

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SEE

THINK

DO

DELIGHT

Determine Objective

Q1 Q2

SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH

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Be genuine, Be sincere, Be authentic

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Carl W. Buehner

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“People may not remember what you

did or said, but they will always

remember how you made them feel”

Thank you.

@googledave

googledave@ph-creative.com

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