IMC Intuition

Thinking out loud about all things IMC

Finding Inspiration, idea #4 – Create a Content Marketing Plan

with 2 comments

I have always used an information strategy for our website, but with the proliferation of media and changing needs of the audience,  the art and practice of providing useful and transparent  information instead of company-centric corporate-speak (aka Marketing Fu-Fu) is currently called Content Marketing. 

The Content Marketing Institute is offering  a new report, “B2B Content Marketing:  2010 Benchmarks, Budgets and Trends” developed by Marketing Profs and Junta 42, which provides sufficient information to write a Content Marketing Communications Plan for 2011. 

Switching from an advertising-centric to a content marketing-centered plan is this week’s  idea to help my company get more value for every marketing dollar they invest and provide our customers with what they really need — actionable information.

Links in this post: 

B2B Content Marketing Report:  http://www.contentmarketinginstitute.com/wp-content/uploads/2010/09/B2B_Trends_2010.pdf

Content Marketing Institute Newsletter:  http://www.contentmarketinginstitute.com/2010/09/b2b-content-marketing/

Marketing Profs:  http://www.marketingprofs.com/

Marketing Profs, Content Marketing Vital to B2B Marketers:  http://www.marketingprofs.com/charts/2010/3910/content-marketing-vital-to-b2b-marketers  

Junta 42:  http://www.junta42.com/

Finding Inspiration Instead of It Finding you, by Seth Godin :   http://sethgodin.typepad.com/seths_blog/2010/08/finding-inspiration-instead-of-it-finding-you.html

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2 Responses

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  1. Hi Beth,

    Its a very nice information you are sharing and truly a very appreciable effort. I guess the things you just told are the basics and one should at least know these things for B2B & content marketing. We are trying to mix up the B2B and B2C concept, and thus are working on B2A, which is simply Business 2 All.

    — Isabella from Qalixa Announcement Team

    Visit Qalixa(http://www.qalixa.com) for more details of our latest release of Community Edition, which is free for registrations at the moment.

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    January 15, 2011 at 11:45 pm

    • I think B to All is a great concept in many cases.

      My experience is B-to-B in industrial furnaces which is a very complex sale. A typical new equipment sale may take 1 to 5 years from beginning research to actual contract. I endeavor to develop content for purchasing (qualifying research/contract expertise), finance (average sale $700,00+), engineering (highly technical), maintenance/plant management (highly process oriented). These buyers simply would not fit into the “All” category. I think another example would be B-to-Bs that sell into the medical or other highly technical community.

      I can see your point with a B-to-B with a simple sales transaction, particularly those who sell to wholesalers or retailers. I think all non-profit organizational communications or Big Box retailers absolutely have to be B-to All.

      Thank you for your comment!

      Beth Ryan

      January 17, 2011 at 12:37 pm


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