Content Marketing Strategy series for large B2B and B2C enterprises

Content Marketing Strategy for B2B and B2C enterprises

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:

Global Content Marketing at 360º

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.

Content chronicles

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

Why your Company needs an Editorial Board to empower its Content Strategy

Editorial boards are an old tradition at newspapers. In today’s digital marketing world, brands’ content editorial boards aren’t quite as influential but still serve a critical role in content marketing strategy. The post “Why your Company needs an Editorial Board to empower its Content Strategy” explains why and how to set up central and local editorial boards and is a subset of the broader post How to Launch a B2B, Cross-Regional Global Content Marketing Strategy – published on NewsCred’s Insights in November 2016.

The original plan in fact was to dissect the main post in several other more detailed sub-posts, to take a deeper look at individual pieces of a Global Content Strategy:

Step 1: Finding the Optimal Balance Between Central and Local
Step 2: Why your Company needs an Editorial Board to empower its Content Strategy
Step 3: Defining Local Target Personas
Step 4: Selecting a Content Hub
Step 5: Launching an Internal Communications Strategy
Step 6: Educating Marketers About Your Content Marketing Program
Step 7: Piloting Your Content Marketing Strategy
Step 8: Finally, Going Global

My slide deck for the Annual Content Marketing Summit

It’s not the best content that win: it’s the best promoted content”. Content Distribution and Amplification have a critical role in Content Marketing Strategy. My presentation summarizes the steps to define a proper distribution and amplification strategy for your content, with examples and best practices from a large enterprise.  Via SlideShare.

B2B Content Renaissance?

Just love this tweet.


My answer….

The Role of Pilot Programs in Global Content Marketing

Just posted The Role of Pilot Programs in Global Content Marketing on LinkedIn Pulse. Which is a subset of the broader post How to Launch a B2B, Cross-Regional Global Content Marketing Strategy – published on NewsCred’s Insights in November 2016. Planning to dissect the main post in several other more detailed sub-posts, to take a deeper look at individual pieces of a Global Content Strategy:

Step 1: Finding the Optimal Balance Between Central and Local
Step 2: Establishing Local Editorial Boards
Step 3: Defining Local Target Personas
Step 4: Selecting a Content Hub
Step 5: Launching an Internal Communications Strategy
Step 6: Educating Marketers About Your Content Marketing Program
Step 7: Piloting Your Content Marketing Strategy
Step 8: Finally, Going Global

As a matter of fact: 1) global content marketing, 2) PR & content integration and 3) Keyword strategy/SEO are three of my major areas of focus for 2017. So expect thoughts, new content and posts on these 3 domains.

Figaro Digital Marketing Conference

Figaro digital just published a summary of the latest digital marketing conference. And here you go.

A Practical Guide To Content Marketing Strategy For The B2B Business

B2B marketing still has some catching up to do with its content marketing strategies, right? Well, perhaps not. Giuseppe Caltabiano, VP marketing integration, Schneider Electric, dispelled that theory, explaining that a B2B content strategy can be approached with a lot of the same techniques as B2C, by considering buyer persona and efficiently mapping the content you produce. “Don’t go with an isolated approach, always be aligned with the existing brand strategy.” Just like B2C strategies, B2B marketing can have a great impact with carefully elected, “big rock” content. “More content doesn’t get more results,” says Caltabiano. Cherry-pick your best content, focus on the human element you are marketing to, and you’ll see great results.”

NewsCred’s #ThinkContent London 2016

Content Marketing Strategy for B2B and B2C enterprises

Some tweets, from yesterday’s event. Including the one where I’ve linked my full presentation.