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Sketchnotes: The 5 Key Elements of a Better B2B Content Marketing Strategy–Nolin LeChasseur

Posted: - Modified: | sketchnotes

Nolin LeChasseur of Brainrider shared these 5 key elements of a B2B content marketing strategy:

  1. Prioritize measurable objectives
  2. Articulate the business you’re in using customer terms
  3. Profile target customer segments
  4. Identify content that’s working now
  5. Develop content aligned with what your customer wants to know

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20121129 Brainrider - The 5 Key Elements of a Better B2B Content Marketing Strategy - Nolin LeChasseur

For more details, check out the slides and the video of a previous talk!

Like this? Check out my other sketchnotes for business- and technology-related visual summaries. Want me to draw for you? Get in touch!

Text:

The 5 Key Elements of a Better B2B Content Marketing Strategy

CUSTOMER-focused content that demonstrates ExPERTISE
– supports programs
– easy to share
– measurable performance

BETTER CONTENT IS NOT ABOUT YOU

Solve problems

Google – popular searches: Not branding, but problem solving

Key questions:

What’s my problem? Define, build consensus
– Trends
– Benchmarks
– Analysts
– 101, How-to

How do I fix it? Different approaches
– Comparisons
– Assessments
– Pitfalls

Are you right for me? Credentials, decisions
– How to buy
– Business case
– Expertise

Align it with your programs!

Acquire -> Nurture -> Determine sales readiness

1. PRIORITIZE MEASURABLE OBJECTIVES

Awareness: Find you
Acquiring prospects: Identify and give permission
Nurturing prospects: Active, Engaged; Segmented interest, profile info
Determining sales readiness: Qualified leads, readiness to buy
(Retain/cross-sell/upsell)

2. ARTICULATE THE BUSINESS YOU’RE IN USING CUSTOMER TERMS

I’m in the good times business.

3. PROFILE TARGET CUSTOMER SEGMENTS

What do your best customers have in common?
Ideal customer?
Events/initiatives that create a need?
Ex: acquisition, repositioning

4. IDENTIFY CONTENT THAT’S WORKING NOW

What? How organized? Most engaging? What do people like about it?
Repurpose: anything > 5 min, split it up and repurpose
Make sure this is aligned with your business

5. DEVELOP CONTENT ALIGNED WITH WHAT YOUR CUSTOMER WANTS TO KNOW

Use their words

How to… Should we… How do I… Comparing… Do I need… Choosing…

Post-it notes: Group based on key questions, topics: 3-6 works well

Measure! Categories: engaging?
Reorganize: Format -> Customer needs

Examples: Empathica, STR, Livingston, Hubwoo

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Sketchnotes from #torontob2b (antispam, mobile websites, marketing programs)

Posted: - Modified: | sketchnotes

torontob2b-20120823-antispam-mobile-programs

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At today’s TorontoB2B Marketers Meetup, Sweeney Williams told us about Canada’s upcoming anti-spam legislation, Ian Fleming shared different approaches to mobile website design, and Scott Armstrong talked about how they’re working on a program-based marketing playbook at Brainrider.

I’ve just put my Evernote sketchnote collection online, and you can browse and search within it on the Web. If you use Evernote, you can add the notebook and browse through it there. =) Enjoy!

Like these? Check out the sketchnote for the previous #torontob2b meetup (lead generation, Q&A) or my other sketchnotes!

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#torontob2b: Sean O’Donovan on managing content for lead generation + Q&A with Ben Harrison and Scott Armstrong

Posted: - Modified: | marketing, meetup, sketchnotes

Update 2012-11-15: Here’s the video recap!

20120628 torontob2b - sean odonovan - managing content for lead gen

20120628 torontob2b - ben harrison and scott armstrong

Click on the images for larger versions. Feel free to share these under the Creative Commons attribution license.

In Sean O’Donovan’s talk on managing content for lead generation, he shared tips on mapping your content to the customer’s buying journey, repurposing what you have, and making it easier for people to find the information through metacontent and packaging. If you’re having someone else develop your content, it’s a good idea to ask them to develop the promotional materials for it too.

Ben Harrison and Scott Armstrong shared some of their experiences and opened the floor up for Q&A. It was interesting to hear about the marketing side of things.

If you like this, you might also want to check out my sketchnotes from the previous torontob2b meetup:

Other links:

To find out about the next #torontob2b event, check out Brainrider’s events page.

Enjoy!

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