Twelve lessons from the recent B2B Marketing Manifesto campaign by Velocity Partners.

1. Twelve things
we learned from our
B2B Marketing Manifesto campaign

2. The Manifesto
• A 52-page rant
• Core of a Velocity content
marketing campaign
• Total budget £25k

3. Project Open Kimono
The living case study

4. The campaign
Social Media
Onine PR
Email
Blog
Search

5. What we learned

6. Target one, single persona.
Think ‘psychographics’ not just demographics.

7. Give influencers a preview.
(And thank them.)

8. Cross-promote
your other content.
Content Marketing Workbook Downloads
After Manifesto
Before Manifesto

9. Create spin-offs.
And atomise them around the web.
Slideshare
Prezi
Docstoc
Scribd
YouTube
Vimeo
LinkedIn
Blogs

10. Guest blog.
Around the issues covered in your content.
Traffic
Backlinks
Googlejuice
New friends

11. A/B
Test stuff
Form/No Form?
Auto DM Tweet?
Text or HTML?
LinkedIn ads?

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13. Get a search keyphrase
into your title.
So backlinks have valuable anchor text.
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Backlink Love for
“B2B Marketing”

14. Set targets
Granular targets. With numbers.

15. Six-Month Goals
1000 downloads
200 prospect names and emails
25% spike in downloads of other content
50 comments
Google US rank from 16 to top 10
Google UK rank from 7 to top 5
Search term visitors + 50%
Social media conversion rate +100%
Conversion rate for “B2B marketing” +35%
250 direct links to the download page
Newsletter CTR +35%
Visits from social media by +50%
Improve engagement – time on site, bounce
Online PR visits + 50%; conversion rate +100%
One concrete business meeting

16. Six-Month Goals
1506
+399 1000 downloads
+171% 200 prospect names and emails
25% spike in downloads of other content
87 50 comments
Google US rank from 16 to top 10 x
Google UK rank from 7 to top 5 x
Search term visitors + 50% +86%
Social media conversion rate +100% +2932%
Conversion rate for “B2B marketing” +35% x +27%
250 direct links to the download page x +85
Newsletter CTR +35% +50%
Visits from social media by +50% +65%
Improve engagement – time on site, bounce +18%
Online PR visits + 50%; conversion rate +100% +5000%
+177% One concrete business meeting 10 meetings, 5 projects
700% ROI And still growing...

17. If you use a form,
do a survey.
And use the results as new content.

18. Get personal.
Respond to people with a note.

19. Capture and share learning.
Or it’s not really learning.

20. Put your head and heart into it.
You’re going to be living with your content for a long time.

21. Come and get it
partners.co.uk twitter.com/dougkessler