7 “Rs” for B2B Marketing Content Planning

[This is a guest post by Ardath Albee and is a great follow up to my earlier post, Focus on Content in B2B Marketing and my own 5Rs for creating content]

Content is the fuel for eMarketing. With a majority of marketing efforts going digital, that means even more content is needed. The instant gratification mindset of B2B content consumers means they’re demanding more content, faster. Not just any content, but ideas, information and expertise they find relevant and helpful for answering questions they have about problems they’re trying to solve.

Designing content for 1X use is wasteful. Marketers need to create a process for content planning that helps them maximize the return from their investments in developing the content resources that fuel their online marketing programs.

To get the most from your content, embrace the 7 “R”s of B2B Marketing Content Planning:

  1. Re-use – ideas for content development must be expanded to create multiple assets. See my post Rule of 5 for B2B content development. Additionally, when marketers create a nurturing program across the buying process, each new lead should start at the beginning of the program with touch 1. By feeding new leads into the beginning of a program (instead of just adding them to the list for the next send) you’ll get much more use out of your nurturing program content and tell your leads a consistent story at the same time. Read more

Focus on Content in B2B Marketing

Lately all the talk in B2B marketing has centered on social media. However, to be successful with social media, you have to provide real value and that usually comes from great content.

Paul Dunay in his blog post, “4 C’s of B2B Marketing” has defined this very nicely. His 4C’s are:

  • Content – the creation of a steady stream of engaging content
  • Connection – connecting with the audience you wish to attract
  • Communication – communicating with them in an ongoing conversation
  • Conversion – and then converting them at the illusive moment of need

What is content marketing?

Wikipedia defines content marketing as “an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases.”

The old ways of pushing out content is no longer effective. Now, B2B content marketing’s agenda is to educate and inform customers and prospects. Content Marketing’s slogan is – “Don’t pitch. Don’t sell. Don’t interrupt. Educate, inform and provide value to customers and prospects. Your business will grow.” (See Content Marketing – The Ultimate Cheat Sheet).

Here’s a short but highly informative slide show that explains how to use content effectively as inbound marketing. Read more

Generating More “Educated Leads” on a Small Budget

Doing more with less is pretty much the mantra du jour in industrial and B2B marketing these days. How does one generate high quality, educated leads, not just site visitors on a marketing budget that is less than 1% of the projected revenue?

To find answers to that question, I went to HubSpot’s Lead Generation Marketing Hub and I found an incredible video featuring Holly Allison, vice president of marketing at Vico Software, a successful Boston-area startup that provides construction software to engineers and contractors.

Instead of spending most of their marketing budget on traditional industrial marketing channels like trade shows or direct mail, Vico produces webinars and creates content that site visitors download and others link to. In short, they are doing things that help them get found online. Read more

Content Creation Made Easy

Are you struggling with creating content? If you are not a professional copywriter, coming up with new content regularly can be a difficult task.

Most people get writer’s block or their brains freeze up while staring at a blank screen. However, to be successful in your online marketing, you must come up with fresh and interesting content regularly. Otherwise, your traffic will dry up and the hard-earned readership will lose interest.

How do you overcome this challenge?

Content creation doesn’t have to be hard. Just follow my 5Rs of content creation and things will start to flow a lot more smoothly.

1. RESEARCH

Even before I open up my trusty word processor, I head over to Google’s Keyword Tool. I use it to research key words/phrases that people are using to search for answers to their particular problem.

I start with something related to a subject that I’m interested in writing about and get ideas from there.

For example, “content creation.” That led me to other popular search terms like blog content creation, content creation help, online content creation etc. Read more

Invest in Content Marketing During a Recession

In a recent survey (December 2008) done by Junta42, 56% of marketing- and publishing-decision makers plan to increase their content marketing spending for 2009 (31% increase significantly, 25% increase slightly).

According to the same survey, the top six content tactics are:

  1. Social media (other than blogs) – 68%
  2. E-newsletters/email – 60%
  3. Case studies – 55%
  4. Online video – 51%
  5. White papers – 46%
  6. Microsites – 43%

Joe Pulizzi, founder of Junta42 and author of "Get Content. Get Customers." said, "If marketers will spend less in 2009, it won't be coming from their content development budgets. More and more marketing professionals now realize that tomorrow's marketing is all about developing a conversation with customers. Without valuable, relevant and compelling content, that's pretty much impossible. The numbers show that."

You can get the more survey details from http://www.junta42.com/resources/Content_Marketing_Spending_Points_Up/

Should You Set Your Content Free?

I’m wrestling with this question on a site redesign project that we are working on. The client has co-authored a highly technical but a solution driven white paper. It is definitely a great resource for generating high-quality leads from their site. Should we put this valuable content behind a short registration form or make it freely available?

With the first option, we capture qualified leads but run the risk of losing some because of the extra step required. Setting it free would mean waiting for the interested party to contact the client. No doubt, it would be a warmer lead but would result in a wait and see approach.

I Googled my dilemma and came up with several posts on both sides of the argument. Here are a few of them:

What are you doing with your content?