Content Marketing for B2B Enterprises

Name: Content Marketing for B2B Enterprises
Rating: 4.2 (2444 reviews)

A practical plan and process, end to end, to drive leads and sales with content marketing.

Created byWilliam Flanagan

Last updated 10/2015

English

English [Auto],

What you'll learn

Learn the fundamentals of an end-to-end content marketing process for B2B businesses
Learn how to create interesting content and match content to offers that convert
Learn how to find industry influencers and identify promotional opportunities
Learn how to use various products to build the data you need to systematically improve

Course content

6 sections • 19 lectures • 37m total length

What we will cover0:43
In this lecture, we'll cover what we will be covering.
Why do content marketing?3:04
So, why do content marketing?

Buyer behaviors are changing, and you need to do content marketing to respond.
Our success with content marketing1:10
So, we've had some success with content marketing for lead generation personally (as well as doing it for our clients). Of course, your mileage may vary.
The 4 step content marketing process0:52
There are 4 stages to the content marketing process. After this lecture, you should know what they are.

Creating interesting, relevant content2:55
Creating interesting and relevant content can be done, even for boring products and services.

After this lecture, you should know:

What are the 3 main things you need to understand to create great content.

What is the ratio that you should use for building content of various types.

In general, what type of content should you be delivering.
What kind of content should you produce?1:37
Target content to three buyer types: go getters, teachers, and skeptics, and match messages to each with stats, guiding action, and data insights that drive site visits.
Building stackable content2:09
Turn a great idea into stackable, high-value content by creating less but better content and repurposing it across formats. Build a content stack from a single piece—an e-book or white paper—into a landing page, blog posts, videos, webinars, YouTube, SlideShare, emails, graphics, and more to maximize reach and leads.
Managing content creation with Trello1:53
Learn how to manage content creation for B2B enterprises using a Trello-driven workflow, from idea gathering to publishing and promotion, with event-aligned calendars.

Publishing content for conversions1:04
Publish content that converts by coordinating a publishing platform, landing pages, a CRM, and a marketing automation system to score and nurture leads.
Matching content to offers1:04
Match content to offers by linking engaging articles to purpose-driven offers, such as nonprofit-supported dates, guiding readers to an effortless, actionable path that consistently generates leads.
Publishing, CRM & landing page tools1:38
These are the tools we use.

Why you need to promote1:27
Promote your content to reach your audience and generate traffic by letting people know what you offer, where to find it, and the solutions you provide.
Getting your content in front of your audience1:11
Publish content with minimal friction and maximum reach, identify the channels where your audience discusses your topics, and leverage influential sites and people to amplify your message.
Minimizing friction and maximizing natural ability to rank2:21
Discovering channels and influencers3:48
Learn to discover channels and influencers by daily listening, build an authoritative contact list, enrich data, and tailor content with hashtags and secondary topics to maximize reach.

Learning and improving with metrics0:46
Use metrics as fish finders to learn what works, adjust in real time, and optimize web and user analytics, experiences and behavior, and revenue optimization.
Metrics for each stage of the funnel5:46
Identify metrics for each funnel stage, from content age and inventory to visits, shares, quality scores, ranking, and conversions, to optimize traffic and engagement.
Tooling for measurement2:00
Track user behavior with google analytics, kissmetrics, inspect, and visual website optimizer, export data to excel, and analyze visits, bounce rates, and conversions to optimize experiences.

Requirements

Moderate understanding of marketing concepts
Experience with social networks and search engines
User-based experience with analytics platforms like Google Analytics

Description

Interested in content marketing, particularly for B2B products?

In this course, we will go through the complete, 4-step content marketing process used by Audienti (formerly OMA) both with clients and in our own efforts to drive B2B lead generation efforts.

In this course, we'll answer questions like:

How to get inside the mind of your market, and build content that really interests them, even it you're in a boring industry
How to wire together blogs, offers, outreach, metrics and more to build a content marketing system that can systematically improve over time
What types of content to produce, and what channels to use to promote it
How to manage a content creation calendar, even if you're not a journalist
How to find promotional channels and influencers that are interested in your content
How to tool your process for measurement
What products and services we use today to get results

The course is structured in 19 video lessons. Each will take around 5 minutes. The entire course clocks in around 35 minutes. So, if you have an hour, you can knock this out over lunch!

Once you've completed the course, check out other resources we've developed at Audienti's content marketing resources area.

Who this course is for:

Marketers interested in leveraging a content marketing strategy
SEO, social media, and PR professionals that are interested in leveraging content to drive their efforts
IT professionals interested in understanding the rationale of the content marketing process and that types of tools are needed

Content Marketing for B2B Enterprises

What you'll learn

Explore related topics

Course content

Introduction4 lectures • 6min

Creating interesting, relevant content4 lectures • 9min

Publishing content for conversion3 lectures • 4min

Getting content in front of your audience4 lectures • 9min

Learn and improving over time3 lectures • 9min

Conclusions1 lecture • 2min

Requirements

Description

Who this course is for: