Improve your Content B2B Online Advertising with Content Jeff Gordon Director of Marketing emedia

Setting the stage Why content? Learn how to create an effective content strategy to support your online advertising campaigns Discover what content works online (and what doesn’t!) Beyond the click: find out what assets you should be using, when and why

Why do we advertise? We market. We create a brand. We build awareness. We drive social likes. We do it for the love of leads. In B2B, more often than not, advertising = lead generation.

No-one would click on this ad. SELL TO ME! But driving leads isn’t easy

And even if they do… We can’t just assume this will do the trick.

Content is your carrot Lead generation is give and take: We want to know more about the prospect. They want something of value. So give it.

So why content?

Content for lead generation Content has 5 main functions within B2B marketing: Educate and inform the audience Prove capability and status in your field Differentiate from your competitors Provide evidence you’ll fix problems Create confidence in your solution

B2B content marketing trends Independent research into UK-based B2B marketers’ plans for lead generation & content marketing. Key findings include: Advertising was ranked the 2nd most effective lead generation channel Few have a clear content strategy (26%) Little cohesion to align content to lead generation Assets being produced are suited to converting leads

What types of content?

Now, a top priority Nearly 50% of marketers we surveyed said lead generation was the main objective for their content. But don’t just take our word for it… Content marketing named as a top priority for 2013 by 39% of marketers according to an Econsultancy and Adobe report. #1 Priority for 2013

Developing a content strategy. Here’s how.

Map your buying cycle Map your buying cycle and identify prospects’ positions in it. Target prospects within each zone… plan content production to fulfil stage-specific information needs. Identify need/ Realisation Find solutions/ Awareness Evaluate your solution/ Consideration Force them to act/ Decision Purchase Experience/Repurchase

Best assets for lead generation Sells the problem (or opportunity) Proves you know what you’re talking about Shows their problem can be fixed (by you) Displays that you’re credible and different Demonstrates that you’re easy to deal with Force them to act/ Decision Identify need/ Realisation Find solutions/ Awareness Evaluate your solution/ Consideration Purchase Secure credibility & acceptance

Asset types that fit your online funnel Realisation identify need Awareness seek solutions Consideration evaluate solutions Decision Purchase Infographics Articles and newsletters Market guides Blogs How-to guides White Papers Webinars Product guides Demonstrations Video Case studies Testimonials Press releases Product comparisons Price matrixes

1. Keep it short - or at least break up into manageable sections 2. Keep it fresh - old, outdated content will frustrate the prospect 3. Keep it accessible - free from jargon and convoluted acronyms 4. Mix it up - use all the tactics at your disposal 5. Highlight the benefits - note the features 6.Tell a story - give them something they want to read 7. Killer headline - make it as alluring as possible. 7 golden rules for success

7 pitfalls of doom 1. Sales-led conversation - a sure-fire way to turn-off your prospect 2. Data-heavy insights - give it some visual representation 3. Dishonesty - always strive to provide what you offered 4. Inconsistency - buyers need a constant, consistent message 5. Dull & un-engaging - get creative 6. Lack of targeting - map your persona profile and use 7. Visually uninspiring - looks matter.

Asset matrix ProsCons WhitepapersTrusted source of informationCan seem ‘heavy’ and a long read ‘for later’ Detailed & varied, often structured with problems/ solutions and finish with specs Sometimes just downloaded by information gatherers Guides, Top-tips & Infographics Quick read that’s easily sharedShort life, high volume lead provider Can drive large quantities of leadsQuality of lead can be varied and may need nurturing Brochures & Webinars Very high quality leadsHard to get volume response, due to specificity Easiest type of lead to convertCan be very ‘salesy’ and unhelpful

Planning and producing your assets There are 3 common hurdles to creating great assets: ‘I haven’t got the time.’ ‘I don’t have the resources.’ ‘My website already has enough content.’ Generate ideas, involving those outside your silo Create a structured wireframe plan Amend, share internally and develop Use a trusted writer/producer (internal or external) Use creative design to present the information interestingly To get over them, take a logical path to developing your assets:

Summary Key takeaways: Advertising is still an important channel, second only to Keep the prospect in mind Content marketing for lead generation is increasing Don’t push a sales pitch Different assets produce different leads Asset titles are key - be relevant and on-trend Match assets to buying cycle stage

Who are emedia? A leading global provider of business lead generation services. Strong subscriber engagement to deliver effective, asset- backed lead generation and awareness. 500,000+ business leads for customers each year. A division of Reed Business Information, one of Europe’s largest B2B publishers. Operating since 1999, providing advertising and lead generation services. Range of tailored services to provide turn-key lead generation. Reach 700,000+ UK professionals via permission-based subscriptions.

accelerated lead generation emedia is a division of Reed Business Information Limited, part of the Reed Elsevier Group plc. Reed Business Information Limited is a company registered in England & Wales. Quadrant House, The Quadrant, Sutton, Surrey. SM2 5AS. Company Number: VAT Number: GB Contact: (0) Farringdon Street London EC4A 4HH