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MarketingSherpa – Content Marketing 101: 8 steps to B2B success


MarketingSherpa – Content Marketing 101: 8 steps to B2B success


Content Marketing 101: 8 steps to B2B success

By: MarketingSherpa

There are times when one marketing tactic seems to totally dominate the discussion. In recent years, social media has been in that mix, and mobile and its various form factors and latest upgrade release dates are pretty top of mind for plugged-in marketers.

These days, the one tactic I hear about most often when speaking with brand-side practitioners and vendors/agencies/consultants alike is content marketing – particularly how important content and having a content marketing strategy is for B2B marketers.

I did not keep a formal tally, but I am willing to bet content marketing figured in to every presentation at the MarketingSherpa B2B Summit 2012 in some fashion. So much that I made the entire tactic the number one lesson learned in the event recap.

recent B2B newsletter how-to article featured two B2B content marketing consultants providing tactics on the basics of B2B content marketing. As with many MarketingSherpa articles, while gathering material for the story, I ended up with more great marketing ideas than needed for the piece.

In this case, one of the expert sources for that article, Stephanie Tilton, B2B Content Consultant, Ten Ton Marketing, provided an excellent eight-point breakdown of how to get started with content marketing, and I wanted to share her insight with MarketingSherpa Blog readers.

Here are Stephanie’s eight steps to get started with B2B content marketing:

  1. Define your goals – tie this to business strategy/objectives:

“With growing pressure on Marketing to demonstrate the business impact of their activities, it’s important to tie content marketing activities to what the organization is trying to achieve.”

  1. Understand your audience – identify where audience concerns/pains/needs intersect with your expertise/solutions and what type of information they seek out/prefer:

“While those who consume your content may appreciate the insight, recommendations and perspective you offer, if you can’t ultimately help these prospective buyers with a product or service, you’re wasting their time and yours.”

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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