2.4 BILLIONThe number of internet users you potentiallyhave access to
144 billion – Total email traffic per day worldwide30billion – Number of Google AdWords servedper day1 billion – Number of monthly active users onFacebook175 million – Average number of tweets per day
Easy access to consumers means everyone istrying to gain access.
There are three needs your content shouldaddress:UNDERSTANDING – PROOF – FEEL GOOD
UNDERSTANDING: people want to understandhow things workPROOF: they want proof that what you’re talkingabout really worksFEEL GOOD: they want to have a goodexperience – easy, preferable entertaining anddefinitely memorable
The content formats to use for each need are:UNDERSTANDING – InfoGraphics, Blogs,Articles, Animation and videoPROOF - White papers and case studiesFEEL GOOD - Visual communication and storytelling
The process starts with the creation of greatcontent.• Make it different• Make it useful• Make it engaging• Make it memorable
Re-purpose your content into different mediaformats for maximum exposure and return oninvestment:
Content formats to consider are:• Video• Animation• InfoGraphics• Slides• Viral images• Apps• Games• E-books• PDF Downloads• Webinars
Get your content to where your prospects andclients are looking for information by distributing itacross multiple channels.
Step 2: Re-purpose the content in differentformats such as:• Video• Infographics• Presentations• Posters
Step 3: Distribute the content through theappropriate channels:• Video – YouTube & Vimeo• Infographics – Pinterest, Behance & Tumbler• Presentations – SlideShare and Pinterest• Posters – Facebook, Twitter, Google+ &LinkedIn
There are four key tasks you need to perform:• Engage in conversations with prospects andclients• Collect information on prospects and clients• Measure and analyse the content performance• Listen, learn and continue to publish greatcontent
All this activity has four purposes:• To become a thought leader• To build relationships based on trust• Improve your search engine ranking• To give prospects the opportunity to enter yoursales funnel
When the time is right a prospect will give youpermission to engage in a sales conversation.
On average, B2B marketers are spending 33% oftheir marketing budgets on content marketing.54% say they will increase their contentmarketing spending in the next 12 months
9/10Nine out of ten B2B marketers will be producingmore content this year.
Which brings us back to the information overloadproblem.