The million-dollar question is where would you invest an extra million dollars in discretionary budget? In Interview after interview with top B2B Chief Marketing Officers, the universal response has been Content Marketing. Why? Top marketing leaders know that satisfying the needs of the prospect is the surest path to driving conversion. However, most marketing budgets don’t even have a separate line item for content marketing. Why the conundrum? This show dives into that question and provides clarity.
Joining us for today’s show is a marketing executive who knows a thing or two about building brand preference. Today’s topic is content marketing. We leveraged the SBI annual workbook to guide our conversation. To follow along, flip to the Content Strategy and Planning phase starting on page 190. This episode is a must watch video for B2B marketers driving pipeline and revenue contribution.
Our guest is Mary Clark, the Chief Marketing Officer and Chief of Staff of wireless technology enabler, Syniverse. The leading global transaction processor, Syniverse enables seamless mobile communications across disparate networks, devices and applications. Watch as Mary demonstrates how to earn brand preference by satisfying the information needs of your target customers and prospects.
So why this topic on this day? Producing and distributing content for everyone means doing it for no one. For content marketing to generate revenue you must know exactly what your customers need, where they need it, how often they need it, and in what form they need to consume it. Miss any of these items (and others like them) and your content marketing efforts will fail to contribute to revenue growth in any meaningful way.
B2B content marketing is complex when trying to speak to different audiences and tie the right content across multiple buyers with different needs and requirements. To make matters more complex, most B2B marketers need to communicate with different sectors within the segments served. Mary describes how she tailors the Syniverse message to make it highly relevant to the various buyers.
Every B2B marketing leader should view the video at the 8:10 minute mark of today’s video show. Mary answers this question: “Here’s an extra million dollars in discretionary budget and you can spend it however you want in marketing, how would you invest it and why?” Watch as Mary answers this question and shares her thought process for how to leverage the investment to drive more results.
Mary describes how to prioritize the content resources that are going to provide a hook with unique insight that elevates the conversation with a buyer. The ultimate goal is to help the buyer recognize the unique position, a unique perspective on the challenge that they’re facing. And that the solution that we’re bringing to bare is going to be relevant to their requirements, and relieve their pain points.
Watch as Mary and I discuss the marketing organization and what it takes to leverage third party support for content marketing. The demand for content is going up and the different types of content and the different ways that content is distributed is changing rapidly. It’s difficult to do everything required for great content marketing with internal staff alone. It’s a combination of people that have great domain expertise like product marketers inside of your company and finding niche specialty agencies.
We discuss the topic of earned vs. paid media. Determining where to place media is an evolving process. Buyer’s content consumption habits change. One day they’re reading a newspaper, the next day they’re watching broadcast television, and the next day they’re streaming, they’re paying attention to Facebook Live, and so on. B2B marketers must constantly be paying attention to that and making sure that you’re going to be where your buyers are.
At the heart of great content marketing is understanding where somebody is in the buying process, and using content to move that buyer along that buying process. The Buyer’s Journey Map is the most important tool for content marketing. By understanding where your buyer is in their journey, you can understand which content to distribute to them, through which channel. If it’s late stage, you probably want a sales person engaging with sales enablement content. If it’s early stage, you might be using some digital marketing channels with education content. Mary describes how to tie marketing efforts directly from the marketing engagement from the demand gen point of view in the early stages all the way through to whether the sale the happened. The transition from a marketing qualified lead into a sales lead, and the ability to track someone through the buying journey based on initial marketing engagement that occurred is the key.
If you would like to spend some time with me on the content strategy of your company, come see me and my handpicked marketing experts on the topic in Dallas. The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. Sessions at The Studio are experiential and are designed around the principles of interactive exercises, hands-on innovation, and peer-to-peer collaboration. The Studio is a safe haven for learning and after just a few days clients leave with confidence and clarity on what they need to do to grow revenue and how to do it.