Content is King… but only with an Effective Content Marketing Strategy

 Did you know Alaskan Red King Crab fishermen can earn $60,000 in 4 weeks?  

Alaskan Fisherman can earn $60,000 in one month

That’s right, they can earn an annual a salary in about one month.

Their salary reflects the risks they take - this is one of the most dangerous jobs in the world.  

And they fish in extreme conditions... along the Bering Sea... in November.

But fishermen don't simply get on a boat one day and ship out to rough waters in the winter.

On the contrary, Alaskan fishermen plan systematically. When they’re out to sea for weeks, resupply presents an issue. To succeed, they follow a tested strategy supported by a systematic plan.

Similarly, your company can earn most of its annual revenues in 4 days… at your annual trade show. To succeed, you need a content marketing strategy and systematic plan.

As you know, B2B content marketing is growing quickly. Your competitors have jumped on the content bandwagon. But most B2B marketers believe their content marketing is ineffective.

Translation: More content does not mean better content. And content without direction and focus falls short of expected results.

But… with a content strategy, you can boost effectiveness by up to 600%!

How do you achieve that?

Develop a B2B Content Marketing Strategy

Trade shows result in more revenues than any other sales event. Many companies earn most of their sales during a week.

To maximize this opportunity, you’ll need professional, persuasive and potent marketing content. But content by itself won’t earn your business its annual revenues.

But… combine your content marketing strategy with trade shows and you have a winner.

With this strategy, you can catch two fish with one worm.  

Content is King with a Content Marketing Strategy

Here’s how you do that.

• Identify the Audience (prospects and clients)

• Identify the Purpose of your content

• Identify the content types to be published

• Align your audience, purpose, and content types

Let’s look at these four steps in more detail.

Identify the Audience

Anytime you write content, the first step is to single out your audience. Which clients are you targeting? Prospects, customers, both?

Know Your Audience

You’ve heard of personas, which represent the various client profiles you’re targeting.

In planning content for trade shows you have various audiences comprised of decision makers, such as CEO, COOs, CFOs, CIOs, CTOs, etc.

However, you also have an operations audience consisting of operations managers, supply chain managers, and warehouse managers. Finally, you have a technical audience of engineers, accountants, and technology specialists.

As you can see, we’ve identified three main categories for your audience, all of which consume information differently. They have different perspectives, interests, and levels and kinds of detail.

Decision makers want high-level information focused on the “Big Picture” and maybe some level of details concerning important aspects of a product or service. Technical personnel, however, want the details. They want to go into the weeds.

Next, you need to consider the purpose of your content. Specifically, what do you hope to accomplish with your marketing content?

Identify the Purpose of Your Content

When you identify the purpose of your content, you get at the specific goals and objectives you hope to achieve.

• Lead Generation: For trade shows, you obviously want marketing content that generates leads. With about 83% of trade show attendees having influence over the buying decision, you’re operating in a target-rich environment for lead generation.
• New Products and Services: Your purpose may be to feature a product or service that reflects the industry’s latest business practices, technologies, or products your company has to offer.
• Branding: Additionally, with so many decision makers and influencers at trade shows, you’ll want to showcase your company’s brand. All your content should reflect your business's core message.

At this point, we’ve identified three key audience categories and three different purposes for your marketing content. Working with this mix, let’s see how to identify different content types.

Identify the Content Types to be Published

Print Content 

We’re halfway there in developing a content marketing strategy based on trade shows. Now it’s time to consider the types of content you should publish. You have many choices: text documents, graphics, video, audio.

• Text documents: white papers, case studies, point papers, presentations
• Graphics: company photos, infographics
• Video: company overview by CEO, featuring of special/new products
• Audio: Podcasts of individual products and services being featured by COO, CIO, etc.

Align Your Audience, Purpose, and Content Types

Align Your Audience, Purpose, and Content 

You can address this in two ways. First, consider the audience you’re targeting (decision makers or technicians), and how they prefer to consume their content.

• Do your customers get their information on the web?
• Do they want high-level or detailed data and information?

Some of this is a judgment call, but if you’re talking to your customers, you’ll have a good idea of how they prefer to consume content.

Second, in addition to providing content based on your audience’s preferences, you should consider distribution. What should you provide online and what should you provide in hard copy. And, of course, some content should be distributed both digitally and in print.

Here are a few examples:

	Blog	Social Media	Video	Audio	White Papers	Brochures	Case Studies
Digital	X	X	X	X	X	X	X
Print					X	X	X

This only represents a sampling, as you have more content types from which to choose like data sheets, spreadsheets, direct mail, press releases, web content and landing pages. In any case, you should take the time to consider your audience’s preferences and the type of data/information being conveyed.  

Assessing Your Trade Show Content Marketing Strategy

Now it’s time to review what you’ve done and assess it in terms of your overall content marketing strategy. To quickly recap, you’ve identified your audience, your purpose, your and content types, and you've aligned them.

When you've completed this process, whether you realize it or not, you’ve just built a solid foundation for your overall content marketing strategy.  

Why?

Some companies realize up to 80% of annual sales at trade shows. So, if you plan and prepare a content marketing strategy focused on your annual trade show, you’re also developing your overall content marketing strategy.

Conclusion

This blog post lays out a different approach to developing a content marketing strategy based on your annual trade show. It maximizes time and effort spent on what’s important. It represents a disciplined approach that easy to implement if you plan.

You’ll be surprised at the difference this approach makes compared to leads generated last year. Your ROI will improve as well as your sales and revenues.

Try it and let me know how it worked out for you.

Alex Milo, CSCP, CPL

B2B Copywriter

Phone: 256-886-4684
Email: amilo@b2bcopywriting-alexmilo.com

http://www.linkedin.com/in/alexandermilo

http://www.b2bcopywriting-alexmilo.com

P.S. Here's a link to a presentation on this using trade shows as a content marketing strategy: Perfect Your B2B Content Marketing Strategy with Trade Shows

Content Strategy: Planning Your Content Around Your Annual Trade Show

Content Marketing Success: A Simple Way to Execute Your Strategy

If you don’t already document your strategy and schedule your publication, you’re assuming unnecessary risk. These two points are important. I can’t emphasize them enough.

Content Marketing Editorial Calendar

The findings of a 2014 CMI – Marketing Profs Study underscore this. The study revealed that only 44% of marketers document their content marketing strategies. 

More insightful is that of the 56% marketers who do not document their strategy, 88% rate their strategies as ineffective.

I assume you’re convinced you need to document your content strategy. I normally try not to make assumptions, but in this case, I think this is a safe bet.

What’s your next step?

Executing Your Content Marketing Strategy with an Editorial Calendar

Your work doesn’t end with an approved strategy. Next, you need to execute that strategy.  One way to do that is with an editorial calendar.

In a recent blog post, I suggested using your annual trade show to help plan your content. You want to publish coherent, compelling and consistent content. Focusing on trade shows helps you do that better than any other system I’m aware of.

That may seem like a bold statement. But when you look at the facts, you’ll see what I‘m on firm ground.

Here are four reasons trade shows are ideal in helping you develop an editorial calendar. 

• 81% of trade show attendees have buying authority. (CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget.)
• 67% of all attendees represent a new prospect and potential customer for exhibiting companies. (Exhibit Surveys, Inc.)
• 46% of trade show attendees are in Executive or Upper Management. (CEIR: The Role and Value of Face to Face.)
• 45% of attendees visit only one exhibition per year.  (CEIR Report ACRR 1152.12)

Trade shows clearly represent a huge opportunity for B2B businesses. 

Decision makers attend in huge numbers. The prospects for new business and future growth is pronounced. Almost half of attendees are movers and shakers. Finally, trade shows are largely a one-shot opportunity – like the Super Bowl.

What Your Content Marketing Strategy and the Super Bowl Have in Common

Do you know how two teams make it to the Super Bowl? If you do, you have great insight into executing your content marketing strategy.

Only two teams make it to the Super Bowl. This year it’s Boston and Seattle. They earned their places after a grueling seven months-long season. Both teams went through scrimmages in training camp. Then they played exhibition games.

Next they played 5-months of regular season games, and then made it through the playoffs. In early February, Boston and Seattle will meet each other in the Big Game. They didn’t just show up to compete in Super Bowl XLIX. Their journey started 7 – 8 months ago. 

Likewise, before you publish content, you need to plan and prepare in advance of your Super Bowl, the annual trade show. Your planning and preparation also should begin 7 – 8 months out.

Again, because the annual trade show represents a huge percentage of annual sales, preparing your content marketing strategy around it make sense.  Admittedly, it may not reflect your entire year’s publishing schedule. That’s okay. It will surely be the lion’s share.

Plan Your Editorial Calendar with High-Impact Marketing Content

Now we’re getting into more detail. Let’s start by looking at the purpose of marketing your trade show. 

Bottom line: You want to entice customers and prospects to attend.

Let’s quickly review what makes trade shows important. Trade shows are expensive. They’re (usually) a one-time, annual event. Decision makers attend in great numbers. The potential to land new customers is enormous.

To capitalize on this immense opportunity, you must plan well in advance. Your marketing content must induce as many customers and prospects to attend. You have one shot to get it right. You don’t want this opportunity to slip through your fingers.

Now let’s look at how you can accomplish this.

I suggest a building block approach. This allows you build your editorial calendar one block at a time. First, we’ll look at print content, then we’ll look at digital content. Once those blocks are in place, we can look at how to integrate them for maximum effect.

Marketing Your Trade Show with Offline Content

As part of your print campaign, you should plan to develop the following content: (1) Trade publication articles; (2) Press releases; (3) Direct mail; (4) Brochures and data sheets; and (5) Flyers.

Along with optimally scheduling the publication of this content, you must consider SEO and branding.  SEO should include keyword identification for each piece of marketing content. Optimized copy will aid the widest dissemination possible. And, as a marketer, you know you should never stop branding.

With that in mind, let’s continue.

 7 – 8 Months Prior: Trade Publication Articles

A great place to announce your upcoming trade show is in industry trade publications because you have a captive audience. At 7-8 months out, you don’t need a (costly) full-page ad. Several small ads will do the job.

4 Months Prior: Press Releases

Next, broaden your communications – inexpensively. Send press releases to magazines and newspapers. You‘ll reach a wider audience, and chances are someone may write a newsworthy article about your upcoming show. It’s free publicity.

3 Months Prior: Newsletters

Your company probably distributes newsletters, although maybe electronically. If you publish booth print and e-newsletters, you’ll want to release key information beginning now. Then update with new information monthly until show time.

2 Months Prior: Brochures and Datasheets

At this stage, you should publish both brochures and product datasheets. The latter has general information for a general audience that includes the 5 W’s. The former has the product details that engineers and information technology professionals crave.

1 Month Prior: Flyers

This may seem like a no-brainer, but you should take great care to ensure the information on the flyers are 100% correct. You’ll distribute these during the trade show to drum up interest, while guiding prospects to your location on the floor.

Marketing Your Trade Show with Digital Content

A digital campaign includes: (1) White papers; (2) Case studies; (3) Email; (4) Website and Landing Pages; and (5) Newsletters, Blog Posts, and Social Media. Each piece of marketing content has a purpose, and some have more than one.

7 – 8 Months Prior: White Papers
Publishing white papers at the beginning of your content marketing campaign has two practical benefits. First, most trade show prospects have decision-making authority - many of whom are executives or senior management. This audience loves white papers. Second, a comprehensive piece like this makes it easier to write the rest of your marketing content. So start early.

6 Months Prior: Case Studies

Extremely effective because they build trust, case studies should be part of your media campaign. Nothing beats customer testimonials touting the virtues of your products and services. Ensure relevancy by selecting case studies of products/services you’ll present at the trade show.

5 Months Prior: Email

Email is one of the most effective and inexpensive marketing tools available to you. You can use email to announce your trade show and highlight guest speakers and special events. And you can also provide other useful information about the venue, how to get there, information about the local area, etc. And don’t forget, email is fast. You can get the word out quickly.

4 Months Prior: Website and Landing Page

At this point, you should have enough information to put up a special website and landing page to provide information and capture leads. Your website should be an all-inclusive marketing tool where prospects and customers can obtain anything they need.

1 – 3 Months Prior: Newsletters, Blog Posts, and Social Media

I discussed newsletters above, so let’s move on. You can start publishing new information to generate even more interest in your trade show exhibit with blog posts and social media. Blog posts can feature segments of your white paper, or you can provide an abbreviated case study. With social media, you can leverage the speed and engagement of proven B2B-friendly sites like LinkedIn and Google+.

Integrate Marketing Content to Optimize Delivery, Engagement and Impact

Now that you've planned your two main building blocks, it’s time to integrate your efforts. This is where you pull everything together.

You should look to avoid duplication, while reinforcing your message. Messaging should be clear, consistent and compelling. Branding should be evident in all your content. Online marketing content should be optimized. 

Also, as you plan your editorial calendar, look at synchronizing the release of print and digital content for maximum effect.

You’re almost finished.

Relook your marketing campaign holistically. Ensure your content aligns with your purpose. Once you accomplish this, you should have a solid campaign that will get results. You’ll see the results of your efforts because you’ve addressed all the key elements of planning your content marketing.

Now you can lay out your plan using a spreadsheet to complete your editorial calendar. And your effort was worth it because now you have you a repeatable process you can use next year.

Done?

Well, now you execute your strategy. Follow this method, and you’ll make it to your Super Bowl in 7 – 8 months. You’ll be well-prepared for the Big Game.

If you haven’t already developed your editorial calendar, try this out. Let me know what you think. And if you have any questions, please ask away.

Alex Milo

B2B Copywriter and Consultant

“Helping Transportation and Logistics Companies Generate Leads with Compelling Content”

Phone: 256-886-4684 
Email: amilo@b2bcopywriting-alexmilo.com

LinkedIn

Google+

www.b2bcopywriting-alexmilo.com

Simplify & Perfect Your B2B Content Marketing Strategy & Boost Effectiveness… Instantly: Define Your Content Marketing Strategy with Trade Shows

Content is King… but Strategy Rules

B2B content marketing is growing quickly.  Your competitors have jumped on the content bandwagon.  But most B2B marketers believe their content marketing is ineffective.

Translation: More content does not mean better content. And content without direction and focus falls short of expected results.

But… with a content strategy, you can boost effectiveness by up to 600%!

How do you achieve that?

Develop a B2B Content Strategy Around Christmas…Take a Chapter Out of the B2C Playbook

What do B2C marketers work toward all year? Black Friday, shopping’s biggest day of the year.

Now, what do B2B marketers work towards all year?  The annual trade show.

Think about it.  Trade shows result in more revenues than any other sales event. Many companies earn the majority of their sales in the course of a week.

To maximize this opportunity, you’ll need professional, persuasive and potent marketing content.

But… combine content strategy with trade show planning and you have a winner.

See the slide show below about how to simplify and perfect your content marketing strategy… while creating more effective content. 

Simplify & Perfect Your Content Marketing Strategy...

Alex Milo

B2B Copywriter and Consultant

“Helping Transportation and Logistics Companies Generate Leads with Compelling Content”

Phone: 256-886-4684
Email: amilo@b2bcopywriting-alexmilo.com

LinkedIn

Google+

www.b2bcopywriting-alexmilo.com