A thought-starter deck on why and how to plan a truly best-practice digital content marketing strategy for B2B companies across Asia and the world. A planning perspective from Zaheer Nooruddin, Head of Digital Innovation, Asia, at Integrated Creative Communications agency, GOLIN.

1. Digital MarketingDigital Marketing

2. @DIGIBLE@DIGIBLE
@GolinGlobal@GolinGlobal

3. We are content marketing consultants thatWe are content marketing consultants that
help B2B companies across Asian markets tohelp B2B companies across Asian markets to
be industry thought leaders and meaningfullybe industry thought leaders and meaningfully
engage with audiencesengage with audiences
Driving business growth by buildingDriving business growth by building
more brand relevance, awareness,more brand relevance, awareness,
leads and buying intent.leads and buying intent.

5. QuestionsQuestions

6. 1. New channels - Why?
2. How much to spend?
3. How to generate leads?
4. How to measure results?
5. Why take a risk?
6. When will we see results?
7. How much time involved?
8. Which agency can support?
9. Do we have the team in-house?
B2B Digital MarketingB2B Digital Marketing
InboundInbound
OutboundOutbound1
2

7. Average Cost Per Lead through
inbound digital marketing ($143)
is less than half the average for
outbound digital marketing
($373).
AnswersAnswers
econsultancy

8. Lower costs.
​Better ROI.
AnswersAnswers

9. Two-thirds of B2B customers say that content from
companies helps them make better purchase
decisions.
More than a half say they are more willing to buy
another product from a company that produces
valuable content.
AnswersAnswers
econsultancy

10. Digital Content = More Traffic.
AnswersAnswers
B2B companies that blog 1-2 times a month generate
70 per cent more leads than those that don’t blog.
B2B companies that increase blogging from 3-5 times a
month to 6-8 times a month almost double their leads.
Digital Content = More Leads.

11. More Than Leads Generation.
AnswersAnswers
Quicken Path to Purchase.
Build Stronger Online
Corporate Reputation.

12. 78% of CMOs
think digital content
is the future of B2B
marketing.
econsultancy

13. Know Your Goals.Know Your Goals.
Step 1
Write down what your business wants to
achieve in the next 6-12 months?
Step 2
Write down what marketing wants to
achieve in the next 6-12 months?

14. Prioritize Your Goals.Prioritize Your Goals.

15. Know Your Audience.Know Your Audience.
TA Profile 1
TA Profile 2
TA Profile 3
TA Profile 4

16. Audience Profiling.Audience Profiling.

17. Know Your Audience'sKnow Your Audience's
Digital Behavior.Digital Behavior.
TA Profile 1 - BEHAVIOR
TA Profile 2 - BEHAVIOR
TA Profile 3 - BEHAVIOR
TA Profile 4 - BEHAVIOR

18. Define Audience'sDefine Audience's
Decision Triggers.Decision Triggers.
TA Profile 1 - Inflection Points, Triggers.
TA Profile 2 - Inflection Points, Triggers.
TA Profile 3 - Inflection Points, Triggers.
TA Profile 4 - Inflection Points, Triggers.

19. Know Your Audience'sKnow Your Audience's
ChannelsChannels
Channel 1
Channel 2
Channel 3
Where doWhere do
they spendthey spend
time online?time online?
Channel 4
Channel 5

20. Research Your ChannelsResearch Your Channels
Channel 1
Channel 2
Channel 3
Key Features
Key Features
Key Features
Channel 4 Key Features
Channel 5 Key Features

21. Select Your ChannelsSelect Your Channels
Channel 1
Channel 2
Channel 3
Key Features
Key Features
Key Features
Branding Content
Branding Content
Branding Content
KOLs
KOLs
KOLs

22. Test Your New ChannelTest Your New Channel
Channel 1 Key BenefitsAudience ContentKOLs

23. Integrate New ChannelsIntegrate New Channels
Channel 1
Channel 2
Channel 3
Website
Blog
Video

24. Digital Publishing PlanDigital Publishing Plan
Channel 1
Channel 2
Channel 3
Theme Topics Content
TA Profile 1
Time
Theme Topics Time
Theme Topics Time
Content
Branded Third Party
Content

25. 89% of B2B marketers
agree that 3rd-party
content is more credible
than brand content.
EMarketer

26. Work with Credible ContentWork with Credible Content
ProducersProducers
Theme Topics Content Time
ExpertsExperts AcademicsAcademics MediaMedia

27. Focus on Creating ValueFocus on Creating Value
across Audience Profilesacross Audience Profiles
Theme Topics Content Time
Theme Topics Time
Theme Topics Time
Content
Content

28. Establish & Extend YourEstablish & Extend Your
Brand's Voice Into NewBrand's Voice Into New
ChannelsChannels
Channel 1 Channel 2Websites Blogs

29. Video, video, videoVideo, video, video
70%70% of B2B marketers useof B2B marketers use
video in their marketing mix.video in their marketing mix.
HubSpot

30. Social SellingSocial Selling
B2B companiesB2B companies
with executives onwith executives on
professional socialprofessional social
networks =networks =
4x inbound leads.4x inbound leads.
HubSpot

31. "Content marketing"Content marketing
is all the marketingis all the marketing
that's left."that's left."
- Seth Godin

32. THANKTHANK YOU.YOU.
Learn more at www.golin.com/asia