Opportunity for selling content marketing strategy in 2014

www.contentmarketingblueprint.com

CMB Partner Office HoursToday’s Presentation: “The

Opportunity for Selling Content Marketing Strategy in 2014”

Every Tuesday & Thursday @3pm Easternwww.contentmarketingblueprint.com


What is the CMB Community?

A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint.

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or +ContentMarketersBlueprint


Today’s Schedule15 minutes: Slide Presentation

45 minutes: CMB Partner Open Q&A


After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article


Today’s QuestionShould we be selling content marketing strategy as a standalone

service?


Growth of Content Marketing

B2B Focus in 2014Data from:

Content Marketing Institute 2014 B2B Content Marketing 2014 Benchmarks, Budgets & Trends – North America

http://www.slideshare.net/CMI/b2b-content-marketing-2014-benchmarks-budgets-trends-north-america-by-content-marketing-institute-and-marketingprofs




Everyone does it.


Budgets are increasing.


Where will the budget go?


Do we sell strategy or service?







Strategy = Red / Service = Blue

Strategy

Service

Both

Aligning value with challenges

LargeStrategy = 24%Service =25%Both = 41%

SmallStrategy = 17%Service = 52%Both = 20%

What they need


How valuable is strategy?







Should be an easy sell…Strategy = Success

“B2B Marketers with a content marketing strategy are nearly 300 percent more likely to be effective”

-Joe Pulizzi, Founder CMI | 8 shocking content marketing research facts

http://contentmarketinginstitute.com/2013/10/8-shocking-content-marketing-research-facts/



Yet there is a gap.


Only 15% have a REAL strategy! That’s a big gap.

“The other scary part here is that this is likely an inflated number to begin with. Based on my experience in working with B2B businesses, I believe the real number is closer to being below 15 percent. The difference: Most marketers don’t know what a content marketing strategy looks like (yet), let alone how to document it for better use across the enterprise.” -Joe Pulizzi, Founder | Content Marketing Institute





The Opportunity for Agencies

Educate and deliver


Selling strategy: What is content marketing

strategy?

“Content helps achieve business objectives, not content objectives”

6 Key Elements of an Effective B2B Content Marketing Strategy | Kevin Cain, Director of Content Strategy at OpenView Venture Partners

http://contentmarketinginstitute.com/2013/10/effective-content-marketing-strategy/




Content Strategy = Sales Process

V.S.

Content Strategy Content Calendar


Competition is sleeping!


Difficult to find examples and difficult to obtain

Can’t find examples.

Most information is “how to create one”, leaving the heavy lifting to the marketer.

Those that do sell strategy can’t articulate what it will look like or how it can be implemented.

Agencies selling strategy (5k+ and 1-3 months to create)


Lead with strategy, fuel your agency services.

Strategy is valuable

Strategy has lower barrier to entry

Strategy is profitable

Strategy leads to a need for service


Experiment: Live Blueprint Workshops


Next Session: Tuesday February 4th @3pm

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