B2B Content Renaissance?

Just love this tweet.


My answer….

Behind the scenes – Recording the Sophisticated Marketer’s Podcast with Jason Miller

Note: this post started as a short story of my meeting with Jason Miller to record his marketing podcast. It ended up with some thoughts about content marketing, pilot programs, creativity and Corp boundaries.

My chat with Jason was a lot of fun. He recorded the Sophisticated Marketer’s podcast today. I was his guest. I am not sure at this stage when it will go live. Before or after Christmas? I don’t know. Yet.

LinkedIn’s HQs in London is a great office. Cool and stylish, comfortable, full of colours. Loved the Dr. Marteen’s meeting room (not sure how to explain – a meeting room with lots of Dr.M’s boots hanging from the roof – yes, you got it right: a bunch of Dr.M’s classic and coloured boots hanging from the ceiling and the glass door). Which is the room where we recorded the podcast. Free coffee, soft drinks, flavoured water. Continue reading “Behind the scenes – Recording the Sophisticated Marketer’s Podcast with Jason Miller”

The last talk of the year

Yesterday I gave my last public talk of the year. The fourteenth. Interesting event, organized by Figaro Digital in London, with known brands – Heathrow Airport, British Library, Shazam – and excellent speakers. Strong consumer focus and very UK centric. I was one of the few reps of B2B marketing. Maybe the only guy talking about content strategy (missed the afternoon sessions, so it might not be the case).

14th December, instead, it will be all dedicated to B2B and content. I will get interviewed by Jason Miller and we’ll record a podcast for his “Sophisticated Marketers” series.

Podcast: How Schneider Electric Builds Content Marketing Around Big Rocks

I already wrote about my new podcast – FIR (For Immediate Release) B2B, with @pgillin and @dstrom. Well, here is the summary. And the podcast, in case you have some time for listening B2B content marketing stuff.

We flagged down Giuseppe Caltabiano after we saw this story in Contently about Schneider Electric’s B2B content marketing efforts (and especially its Energy University education resource). Giuseppe joined Schneider’s Data Center division about a year ago to unify its prolific but fragmented content marketing effort. Since then, the company has reduced the number of steering committees from five to one and reduced the amount of content the company producing but deployed it more strategically.

Schneider employs what Giuseppe calls a “big rock” strategy centered around anchor feature topics that generate content that can be repackaged and reused in multiple formats and on multiple platforms. “Content leads to three times as many downloads as traditional marketing campaigns,” Giuseppe writes. And leads who engage via content are, by definition, more engaged.

In this week’s podcast, Giuseppe talks about the importance of having a strategy, focusing resources, sticking with your editorial calendar and failing fast.

Content Marketing podcast on FIR B2B

It’s Friday, sunny, 30 degrees, on the edge of a bank holiday and long weekend for almost all Londoners (I represent an exception, since I am working for a global org), and with most of the people I know still in vacation and sending photos and memories from beaches and seas.

Instead, I just completed a podcast for FIR (For Immediate Release) B2B with @pgillin and @dstrom. Had great time answering Paul and David’s questions about Content Marketing in B2B and my experience with Schneider Electric. The podcast will be live soon!

My Content Marketing podcast with Elliot Polak

Note. This post has been originally published by Elliot Polak on Textappeal’s blog. Podcast can be found on Soundcloud.

The Masters and Mavericks podcast, hosted by Textappeal and Newsroom founder Elliot Polak, is a dedicated portal for discussing global content marketing, global social media strategies, and other means of propagating a company’s message across the world. The monthly discussion focuses on highlighting organisations and individuals who are disrupting the natural order of things and bringing new concepts, strategies, and ideas to the market.

On this month’s programme, Elliot sat down with Giuseppe Caltabiano, the Vice President of Marketing Integration at Schneider Electric. His expertise in marketing stretches back nearly 20 years and is built upon a background in engineering. During his career, Giuseppe has managed various teams in the fields of energy, technology, software, and more, making his knowledge and experience rich and ripe for deep sharing and insights.

Elliot-Polak-and-Giuseppe-Caltabiano-at-the-Masters-and-Mavericks-podcast

It can be argued that social media and global content marketing are more geared towards B2C companies, and B2B businesses are really still figuring out how to use these tactics. Giuseppe explained that these strategies have driven massive growth for B2B business in the social and global content marketing arenas and B2B companies are actually now adopting these methods faster than the B2C sector. The main difference between the two models is that B2C messaging is more emotionally driven, whereas B2B focuses on the value provided.

As for the sector that Giuseppe serves, he has found that Twitter and Linkedin are powerful platforms for B2B global content marketing and social media engagement. Additionally, resources like SlideShare and podcasts are fantastic platforms for driving traffic.

While the materials developed for these platforms are generated in English by a global team, packages are put together and localised for other countries. Currently, his company’s blog is marketed in seven different languages and reaches about 15 different countries. As conversations emerge from this content, his team does not try to control the dialogue as that is best handled at the local level. Giuseppe’s company merely facilitates content which is handled as an 80/20 model. Eighty percent of content is generated at a global level and 20% is local. The reason for this, as Giuseppe explained, is that, “Not all the content generated at a global level will work. Different sectors [and] different customers need different approaches and even different social media platforms.”

Since this model has been quite successful for Schneider, Giuseppe offered up some words of wisdom to fellow marketers on what to keep in mind to replicate similar results. First is to document every aspect of a marketing strategy; this means putting on paper the content marketing strategy, social media plans, marketing blueprints, and every other component. While B2B marketers say they are adopting global content marketing, only about half are actually documenting their plans. “Without documentation you will simply fail.”

Giuseppe generously shared a lot more advice for marketers entering into content marketing, including metrics that will resonate with management, how to optimize global content marketing efforts, and various other insights. Check out the full podcast for this valuable guidance and recommendations.

Elliot-and-Giuseppe-Caltabiano-at-Schneider-Electric

The Official TED Guide to Public Speaking

Back to work, after a long-time planned friend reunion in Boston and a long bank holiday here in London.

Completed the Content Marketing podcast, few days ago, and now waiting for final result… : )  Also, sent some content for a blog post to my favourite Content Marketing newsletter/blog, but that’s something I will disclose in the next few days.

Finally, I have booked tickets for listening to Chris Anderson, president of Ted, presenting his latest book at Foyles bookstore in two weeks. Considering my interest for public speaking, I am expecting this being a super event.