Very interesting book full of practical advice and inspiring stories.
The first example (and a significant challenge for B-to-B companies) is described in foreword:
SAP had content for people who needed product information, but not the people who did not know that the type of technology that SAP sold even existed. It was a significant gap.
Difference between Social Media Marketing and Content Marketing:
- Social media marketing uses the channels and places the content suitable for the channel into that channel.
- Content marketing creates content that lives on the company’s site (or blog, or microsite, etc.) and social media is used as a channel to promote the content.
The goal of marketing is not to find customers, but to create passionate subscribers to our brand.
General Electric hired Forbs editor for their content marketing needs.
Content marketing existed in a variety of forms for… centuries 🙂 One of the first examples of content marketing of a B-to-B company in the US agriculture would be John Deere Furrow magazine, which appeared in 1895.
Companies marketing to us, marketers, have similar approach. http://www.cmo.com/ – content approach from Adobe (does not work on Chrome)
Epic content marketing process (similar to a publisher):
- Goal or objective
- Defining the audience
- Understanding how the audience buys
- Choosing your content niche
- Developing content marketing mission statement
Quite interesting – print might becoming a novelty as less marketers use it… and novelty could get attention. Another benefit of print – people are searching for an opportunity to “unplug” – and printed magazine is a very welcome option to do it.
To start content marketing program (content marketing is not a campaign with a defined start and an end, it is a program), a pilot is recommended. The pilot needs to be at least 6 months and the KPI for the pilot need to be aligned with business objectives and accepted by the management who will evaluate pilot’s success.
Marketers often use irrelevant data for the content persona (for B-to-B demographics are not relevant).
- Priority initiatives – what are top 3-5 top problems to which he/she dedicates time, budget, and political capital?
- Success factors – what are tangible or intangible metrics of success?
- Perceived barriers – what can encourage the persona to question if your solution can help (competing interests, politics, previous negative experience with similar products)?
- Buying process
- Decision criteria – includes information from a prospect who bought, a prospect who chose competition and why, and a prospect who decided not to buy at all
Up Close and Persona – free persona-generating tool.
WordPress has a free Editorial calendar plugin.
Very interesting point about SEO: it is not as effective (in the traditional form) post Panda, Penguin, and Hummingbird, so many SEO agencies are making transition to content marketing. Top Rank is considered one of these organizations with a successful transition.
Writing a book for marketing purpose – spend 40% on writing the book and 100% on the promotion of the book.
Hilarious: Analytics could become WMD (Weapons of Mass Delusion)
Book has excellent section of examples for inspiration (starting page 299).
The blog provides useful information to engineers on the use of the company’s products and industry topics.
The topics are immediately useful to the target audience and written by the experts in the area.
Interesting: quite a few engineers are participating in the effort – it is clear that the organization is managing (and investigng) significant effort into the blog.
600% jump in leads after starting the blog. I guess, repeating a call to action at the end of each post could increase this number further (per HubSpot data).