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Twelve things
we learned from our
B2B Marketing Manifesto campaign
The Manifesto
• A 52-page rant

• Core of a Velocity content
  marketing campaign

• Total budget £25k
Project Open Kimono
The living case study
The campaign
      Social Media
        Onine PR
             Email
              Blog
           Search
What we learned
Target one, single persona.
       Think ‘psychographics’ not just demographics.
Give influencers a preview.
                          (And thank them.)
Cross-promote
your other content.
       Content Marketing Workbook Downloads




                                                After Manifesto


                                              Before Manifesto
Create spin-offs.
And atomise them around the web.

                         Slideshare
                               Prezi
                           Docstoc
                             Scribd
                           YouTube
                             Vimeo
                           LinkedIn
                              Blogs
Guest blog.
Around the issues covered in your content.




                           Traffic
                        Backlinks
                      Googlejuice
                      New friends
A/B
Test stuff
             Form/No Form?
             Auto DM Tweet?
              Text or HTML?
               LinkedIn ads?
sto
                                                                                                                                                                                n  ife
                                                                                                                                                                               a
                                                                                                                                                                          n =m
                                                                                                                                                                      aig


          Set up the
                                                                                                                                                                a  mp
                                                                                                                                                               c
                                                                                                                                                         t  m_
                                                                                                                                                       &u
                                                                                                                                                 it ter
                                                                                                                                               tw
                                                                                                                                          iu m=


          analytics first.
                                                                                                                                         d
                                                                                                                                   _  me
                                                                                                                                 tm
                                                                                                                             l&u
                                                                                                                         ocia
                                                                                                                    e =s
                                                                                                                ourc
            And use tagged URLs                                                                              _s
                                                                                                         utm
                                                                                                     k/?
                                                                                                 boo
                                                                                          st o-e
                                                                                         e
                                                                                  a  nif
                                                                               g-m
                                                                           etin
                                                                       ark
                                                                   b-m
                                                            0  /b2
                                                          /2
                                                   0  /09
                                                  1
                                           k  /20
                                         .u
                                    . co
                                ers
                          a rtn
                     ityp
                 loc
               ve
          w w.
     ://w
http
Get a search keyphrase
into your title.
So backlinks have valuable anchor text.




                                                          }
                                          Backlink Love for
                                          “B2B Marketing”
Set targets
Granular targets. With numbers.
Six-Month Goals
                                1000 downloads
                200 prospect names and emails
      25% spike in downloads of other content
                                   50 comments
             Google US rank from 16 to top 10
                 Google UK rank from 7 to top 5
                      Search term visitors + 50%
          Social media conversion rate +100%
    Conversion rate for “B2B marketing” +35%
         250 direct links to the download page
                           Newsletter CTR +35%
               Visits from social media by +50%
   Improve engagement – time on site, bounce
Online PR visits + 50%; conversion rate +100%
                One concrete business meeting
Six-Month Goals
                                 1506
               +399             1000 downloads
     +171% 200 prospect names and emails
      25% spike in downloads of other content
                                87 50 comments
             Google US rank from 16 to top 10 x
                 Google UK rank from 7 to top 5 x
                      Search term visitors + 50% +86%
          Social media conversion rate +100% +2932%
    Conversion rate for “B2B marketing” +35% x +27%
         250 direct links to the download page x +85
                           Newsletter CTR +35% +50%
               Visits from social media by +50% +65%
   Improve engagement – time on site, bounce +18%
Online PR visits + 50%; conversion rate +100% +5000%
+177%           One concrete business meeting 10 meetings, 5 projects



                       700% ROI And still growing...
If you use a form,
do a survey.
And use the results as new content.
Get personal.
Respond to people with a note.
Capture and share learning.
Or it’s not really learning.
Put your head and heart into it.
               You’re going to be living with your content for a long time.
Come and get it




partners.co.uk                     twitter.com/dougkessler

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12 Lessons from the B2B Marketing Manifesto Campaign

  • 1. Twelve things we learned from our B2B Marketing Manifesto campaign
  • 2. The Manifesto • A 52-page rant • Core of a Velocity content marketing campaign • Total budget £25k
  • 3. Project Open Kimono The living case study
  • 4. The campaign Social Media Onine PR Email Blog Search
  • 6. Target one, single persona. Think ‘psychographics’ not just demographics.
  • 7. Give influencers a preview. (And thank them.)
  • 8. Cross-promote your other content. Content Marketing Workbook Downloads After Manifesto Before Manifesto
  • 9. Create spin-offs. And atomise them around the web. Slideshare Prezi Docstoc Scribd YouTube Vimeo LinkedIn Blogs
  • 10. Guest blog. Around the issues covered in your content. Traffic Backlinks Googlejuice New friends
  • 11. A/B Test stuff Form/No Form? Auto DM Tweet? Text or HTML? LinkedIn ads?
  • 12. sto n ife a n =m aig Set up the a mp c t m_ &u it ter tw iu m= analytics first. d _ me tm l&u ocia e =s ourc And use tagged URLs _s utm k/? boo st o-e e a nif g-m etin ark b-m 0 /b2 /2 0 /09 1 k /20 .u . co ers a rtn ityp loc ve w w. ://w http
  • 13. Get a search keyphrase into your title. So backlinks have valuable anchor text. } Backlink Love for “B2B Marketing”
  • 15. Six-Month Goals 1000 downloads 200 prospect names and emails 25% spike in downloads of other content 50 comments Google US rank from 16 to top 10 Google UK rank from 7 to top 5 Search term visitors + 50% Social media conversion rate +100% Conversion rate for “B2B marketing” +35% 250 direct links to the download page Newsletter CTR +35% Visits from social media by +50% Improve engagement – time on site, bounce Online PR visits + 50%; conversion rate +100% One concrete business meeting
  • 16. Six-Month Goals 1506 +399 1000 downloads +171% 200 prospect names and emails 25% spike in downloads of other content 87 50 comments Google US rank from 16 to top 10 x Google UK rank from 7 to top 5 x Search term visitors + 50% +86% Social media conversion rate +100% +2932% Conversion rate for “B2B marketing” +35% x +27% 250 direct links to the download page x +85 Newsletter CTR +35% +50% Visits from social media by +50% +65% Improve engagement – time on site, bounce +18% Online PR visits + 50%; conversion rate +100% +5000% +177% One concrete business meeting 10 meetings, 5 projects 700% ROI And still growing...
  • 17. If you use a form, do a survey. And use the results as new content.
  • 18. Get personal. Respond to people with a note.
  • 19. Capture and share learning. Or it’s not really learning.
  • 20. Put your head and heart into it. You’re going to be living with your content for a long time.
  • 21. Come and get it partners.co.uk twitter.com/dougkessler