#CMWorld 2017 speakers. All together. In one photo.
From the B2B Digital Breakfast, hosted by CMA (Content Marketing Association). The full post is here.
August’s Digital Breakfast took a well-established format into largely uncharted territory. For the first time, it focused exclusively on B2B content – a move that clearly struck a chord with a large and engaged audience.
The last person to present was Giuseppe Caltabiano, Head of Content Marketing Advisory Services, NewsCred
He began his presentation by asking ‘Is B2B still boring to Boring?’ He said that when it comes to data Vs emotions the perception is that B2B is more boring. This however doesn’t have to be the case with Giuseppe citing LinkedIn’s Dinner for Five series.
Giuseppe added that historically B2B requires a more rational approach, but that new technologies, new communications channels (social media) are changing the way B2B companies approach clients. And in some ways the new methods of communication, which includes content marketing, have been adopted by B2B companies at faster speed than B2C.
In terms of messaging Giuseppe pointed out that was a real difference between the content marketing approaches. He said that B2B content should inform and educate, while B2C content should inspire.
Another important point that Guiseppe made was that multiple influencers are involved in a B2B decision – something that is not always the case in B2C. There maybe as many four different departments involved in a decision making process and one of the complexities of B2B marketing is that content needs to address all these individuals and sectors effectively.
Yet one advantage B2B has over B2C is that there is a more limited number of platforms to use. As Giuseppe explained, the distribution channels are not endless. In reality there is really only three or four that are efficient.
Giuseppe then unpacked the B2B content distribution plan citing the importance of, and difference between, owned, paid and earned media.
He also advised caution in companies selecting the right KPIs as these are different along the different points of the sales process.
He also discussed how companies shouldn’t write off different platforms – perceiving them as being just B2B or B2C. For example, there is now a number of B2B companies that use tactics like Facebook Live to illustrate the human side of their business.
Finally Giuseppe went onto nail what he sees as the two most prevalent myths about B2B content.
Firstly that the ‘humans have lesser attention span than that a goldish,’ he argued that this isn’t the case and anyhow should not be used as an argument to dumb down content.
Secondly “buyers are 67% (or 57%, or 90%) of the way through the purchase journey before they want to talk to a supplier (or to sales)”
If you work in B2B marketing, you’ll have been told that buyers are either 57%, 67% or (more recently) 90% of the way through the purchase journey before they want to talk to a supplier. Giuseppe argued that the basis for at least two of these stats is actually very thin and has been so widely misrepresented.
Are you a fellow B2B Marketer? Want to learn more about Content Marketing for B2B but… have no time for learning – with the exception of a couple of hours in the early morning? Do you live in London?
Well, here is a potential outline of what I’m planning to present next week @ the CMA Digital Breakfast “B2B Marketing Challenges”. Very flexible agenda. If you have any topics you’d love to suggest and to discuss together let me know using the comments and I’ll cover the arguments you selected. Well, still focus on B2B Content Marketing please; I won’t accept things like “can you please talk about the last 50 years of politics of the Greenwich council?” or “How to cook the perfect lasagna?”. With all the rest: I’ll do my best to accept any inputs.
- Who is the speaker, who is Newscred
- Emotions vs. Data ~ B2C vs. B2B
- Is B2B still “Boring 2 Boring”?
- Personas & buyer journey
- B2B content distribution
- Content Hubs
- B2B ROI and KPIs
- B2B & B2C convergence
- B2B Myths
Short summary of where I am with my strategy series posts. While most of it has been created with a clear B2B vision in mind, the Content Marketing programs I am following in NewsCred can confirm that the majority of it is 100% applicable to B2C cases.
Here is the latest list:
- Step 1: The Case for Change
- Step 2: Finding the Optimal Balance Between Global and Local
- Step 3: (Editorial Process) Why your Company needs an Editorial Board to empower its Content Strategy
- Step 4: How to Create Personas and Map Content to the Buyer Journey (via NewsCred’s Insights blog)
- Step 5: Selecting a Content Hub – Why Blogs are still at the core of your Content Marketing Strategy
- Step 6:
- Selecting a Content Marketing Platform
- Step 7: Launching Big Rock content
- Step 8: Content Distribution
- Step 9: How to integrate Public Relations with your B2B Content Marketing Strategy
- Step 10: Launching an Internal Communications Strategy
- Step 11: Piloting Your Content Marketing Strategy
- Step 12: Finally, Going Global (via NewsCred’s Insight blog)
One of the reasons of my move from a tech brand to NewsCred was the opportunity to be exposed to the strategy behind thousand different content marketing programs. Well, maybe not really thousands, but definitely enough to satisfy my curiosity. This week I have been visiting a few of the customers whose programs I will personally follow. Different sectors, different domains, same complex cross-regional content marketing cases.
The first, about technology and IT infrastructure, is already considered one of the best B2B content marketing cases of all times. The funny thing is, it was one of my models when I led Content Strategy for my former firm. Now I’ll follow the case directly.
The second has all prerequisites in place to become a great cross-regional case for B2C, in the Insurances sector.
So a great week. And in addition I had the chance to spend a few hrs in Milan with Asia and Maya. And this, quite frankly, was worth the entire trip.
First two weeks in NewsCred: amazing experience so far, lots of learning, but starting to put my content marketing experience at disposal of accounts/marketers too. Definition of a global/local model and a general content strategy seem the most common challenges so far. Planning a second (long) trip to NY in May.
Also, contributing to finalize next NewsCred’s Big Rock content (yeah, NewsCred launches Big Rocks too!); and writing for NewsCred Insights’s blog. My next post will cover one of the steps of the overall content strategy: “Target persona and buyer journey”. It will be live in a couple of weeks.
Here is a summary of my strategy posts:
Step 1: The Case for Change
Step 2: Finding the Optimal Balance Between Central and Local
Step 3: (Editorial Process) Why your Company needs an Editorial Board to empower its Content Strategy
Step 4: Defining Global/Local Target Personas
Step 5: Selecting a Content Hub – why Blogs are still at the core of your Content Marketing Strategy
Step 6: Selecting a Content Marketing Platform
Step 7: Launching Big Rock content
Step 8: Content Distribution
Step 9: How to integrate Public Relations with your B2B Content Marketing Strategy
Step 10: Launching an Internal Communications Strategy
Step 11: Piloting Your Content Marketing Strategy
Step 12: Finally, Going Global