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#CNX14 - Social Content Marketing in a B2B World

We often hear that there are extreme differences between B2B and B2C content marketing. Join this B2B session with Jeffrey L. Cohen a Distinguished Lecturer in Marketing Analytics and Social Media in the Miller College of Business at Ball State University and the co-author of The B2B Social Media Book to understand how companies in the B2B space achieve liftoff and success in the Social Media world.

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#CNX14 - Social Content Marketing in a B2B World

  1. 1. Track: Social Marketing #CNX14 #CNX14 Social Content Marketing in a B2B World Jeffrey L. Cohen, Distinguished Lecturer Ball State University @JeffreyLCohen
  2. 2. Track: Social Marketing #CNX14 Presentation Overview 1 2 3 Content marketing starts with business goal alignment. B2B companies use content marketing to build trust with prospects. Throwdown: gated vs. non-gated content
  3. 3. Track: Social Marketing #CNX14 74% of B2B content marketers cite lead generation as their goal for content marketing. - Content Marketing Institute, 2014
  4. 4. Track: Social Marketing #CNX14 Align with Business Goals Content marketing efforts should not be siloed. What are executives tracking on a daily, weekly or monthly basis? What metrics are other departments tracking?
  5. 5. Track: Social Marketing #CNX14 66% of the most effective B2B content marketers have a documented content strategy. - Content Marketing Institute, 2014
  6. 6. Track: Social Marketing #CNX14 Content Builds Trust People do business with people that they Know, Like and Trust. Providing information of value builds trust – the key to a relationship. Marketing is responsible for prospect education more than ever before.
  7. 7. Track: Social Marketing #CNX14 Educational content is a great way to build trust with prospects.
  8. 8. Track: Social Marketing #CNX14 58% of B2B content marketers say their content marketing efforts are not effective. - Content Marketing Institute, 2014
  9. 9. Track: Social Marketing #CNX14 Throwdown: Gated vs Non-Gated Gated: ebooks, webinars, tools and templates Non-gated: infographics, videos, ebooks, slide decks A non-gated ebook gets 20 to 50 times the downloads, according to @DMScott. Leads versus reach
  10. 10. Track: Social Marketing #CNX14
  11. 11. Track: Social Marketing #CNX14 Align your content marketing goals to business goals. Use content to build trust with prospects. Know the difference between gated and un-gated content and when to use each. Takeaways 1 2 3
  12. 12. Track: Social Marketing #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! #CNX1 4 $50 Starbucks Gift Card
  13. 13. Track: Social Marketing #CNX14 Questions?
  14. 14. Track: Social Marketing #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES
  15. 15. Track: Social Marketing #CNX14

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