B2B content marketers survival guide for the COVID-19 crisis
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A Growth Marketing Conference presentation from Joe Pulizzi...covering seven key strategies B2B marketers need to implement now concerning their content marketing and social media.
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B2B content marketers survival guide for the COVID-19 crisis
- 1. The Future of B2B Content What Marketers Need to Do Now to Survive the Crisis
- 3. The Third Stage of Content Marketing
- 4. Revisit Your Content Tilt
- 8. Content Tilt Area of little to no competition that gives you a chance to break through.
- 9. Audience
- 11. Audience = Plant Managers at companies of 10k people who outsource parts to India and China
- 14. Platform
- 16. Subject Matter
- 17. We have a content marketing blog
- 20. We have a knitting blog
- 24. Prepare Multiple Lines of Revenue
- 30. Do One Great Thing
- 31. The greatest media companies of all time started on one platform.
- 36. Content Energy
- 37. Blog Podcast Research eNews Social Event ContentEnergy
- 38. Blog Podcast Research eNews Social Event ContentEnergy Great Line
- 39. Now is the time to reallocate YOUR time
- 51. - Consistent - Valuable - Exclusive
- 52. Steal Talent
- 61. Steal Audience
- 62. Ask Nothing of Influencers
- 63. @JoePulizzi |
- 66. @JoePulizzi |
- 68. Prepare Now for the Asset Sale
- 73. Link to article on how to buy media assets • Or F&W bankruptcy just had a fire sale, practically giving away all of their amazing content brands.
- 74. Start Making Your List Today
- 76. - Target Audience - Number of Email Subscribers - Known Revenue Sources - Key Contact and Position
- 77. Revisit Your Content Tilt Plan for Multiple Lines of Revenue Do One Great Thing Reimagine Your Enewsletter Steal Talent Steal Audience Prepare Now for the Asset Sale
Editor's Notes
- You can bet that anyone in a position of power in your company has no frickin clue about content marketing. Content Marketing Programs don’t get killed because of a lack of results, they get killed because the people with the purse strings in your company just don’t get it. They have no idea what you are doing. You want to keep your program? Start your own content effort to your executive team and tell them about the benefits of content marketing…every week without stop.
- Here’s my big six. Right now, they allow our content on their platforms, because it’s good for their business. But there will come a time in the next few years where it doesn’t…where they will more and more be blocking our content…and trading it in for their own or creating algorithms even more than they are right now, give special status to a select few.
- Okay…so let’s hedge your bets. Internal selling is a must, but so is revenue diversification.
- $260 million in branded ecommerce sales, up from 130 million. This is a media company folks.
- Tripled revenue since 2016. Almost covering entire costs of operation. Chart of CC’s model · Display ad revenue (both direct and programmatic) – this is by far the biggest (seven figures per year) · Sponsored content packages (directly sold, primarily on ConsultQD/physician content side of things and mostly tied to medical meetings/conference campaigns) · Syndication revenue · Content creation projects (like Google) · Increases brand awareness and patient volumes · Consulting opportunities as result of the success Hope that helps? Let me know if you need anything else. I’ve totally blown up my team and have a new operation focused on increasing revenue. Goal is to 5x traffic and ad revenue in the next 3 years. Looking at traffic data differently now too – ComScore data is the key now… Kinda crazy. Really building out our “media organization” within the enterprise. I’m now responsible for content across the entire Cleveland Clinic website. J
- Mailchimp recently launched a collection of content meant to celebrate the entrepreneurial spirit. I love mailchimp. I’m a customer.
- All in, they launched 9 different shows, including documentaries, podcast, film series and more. And I’m almost 100% sure this is going to go down in flames.
- Good line…generally mediocre at best. This is most of us.
- Here’s the great line.
- You actually give yourself a chance to produce 10x content.
- 15 Years ago…started with just a blog and an enewsletter.
- Buzzfeed’s enewsletter saved their business and launched their ecommerce business.
- Leveraging social media to pull subscribers into their 100+ different email newsletters, and now has 4.7 million subscribers, adding 200k per quarter. This is where we need to go.
- Computer hardware manufacturer Raspberry PI wanted to start a custom PC and photography magazine. Instead of starting from zero, they want out and purchased them from Dennis Publishing.
- Arrow Electronics wanted to build the largest audience in the B2B electronics space. Instead of launch a massive undertaking, they bought there way there.
- Bought by who? This could have been Pepsi or 5 Hour Energy. But they were never even considered, because no one is thinking about this. It’s madness.