The document discusses revving up a company's content marketing engine for growth. It promotes 3WaysDigital, a content marketing agency, and their 3WD methodology. The 3WD methodology involves developing a customized content engine by mapping the customer journey, identifying pain points, and generating regular valuable content using tools and internal/partner resources. The content engine helps with awareness, consideration, decision-making, and retention across the marketing funnel. Metrics like engagement, SEO outcomes, and revenue are used to measure success.

1. Revving Your B2B Content
Marketing Engine for Growth

2. 1. Leverage content marketing strategies to influence:
▪ Customer buying decisions
▪ The length of their decision journey
▪ Thought leadership
▪ Brand authority
▪ Lead generation
2. Establish a customized content engine: The 3WD
Content Engine
3. Support you in resourcing and maximizing your content
engine
3WaysDigital

3. ▪ 3WaysDigital started in 2011 after converging
strategic elements of the digital marketing
communications and start-up career of our founder,
Trish Barber
▪ The woman-owned content marketing services
organization targets transitioning B2B organizations
▪ Extending your company’s internal marketing
capabilities without increasing headcount
▪ We work on a project or retainer basis
About
3WaysDigital

4. ▪ Combining her 25+ year career in:
▪ Cable television franchising and marketing
▪ Tech marcom
▪ Online media operations
▪ Digital media intrapreneur
▪ Co-founder of a tech startup
▪ Perspective as a senior executive, entrepreneur, client and
consultant
▪ Strategic influencer for companies during transitional periods of
start-up, re-positioning, dramatic growth, product launch, merger,
spinoff, acquisition and large proposal execution
▪ Managed projects, teams and agencies focused on building brands
and maximizing revenue
Meet Trish Barber (our founder)

5. Ads vs. Content Marketing
Ads Content Marketing
Company Blogs
Industry Blogs
Social Media
White Papers
YouTube Video
Online Articles
Podcasts
Webinars
Online TV Ads
Radio Ads
Newspapers Ads
Magazine Ads
Billboards
Direct Mail
Campaigns Flyers
Brochures
Business Driven
Peer Driven
VS
Showing
Nurturing
VS
General
Specific
VS
Instant
Long Term
VS
Talking To
Talking With
VS

6. Marketing Funnel Requires a Content Engine
Source: Adrienne K. Smith
Blog posts
Guest blog posts
Illustrations
Infographics
Landing pages
Podcasts
Social media posts
Video
Website homepage
Customer profiles
eBooks
Email
Interactive content
Live video
One sheet: Overview
Video
Webinars
Website feature page
Competitive analysis
Case studies
Email
One sheet: Features
Pitch deck
Plan overview
Proposal
Website FAQ page
Website pricing page
Tutorials Help center articles
AWARENESS
CONSIDERATION
DECISION
RETENTION

7. Developing a customized Content Engine involves:
1. Interviewing customers and identify pain points
2. Analyzing and mapping your customer decision
journey
3. Evaluating internal/partner/member resources to
maximize outcomes
4. Devising the program and plan to generate regular,
valuable content
5. Identifying necessary software tools
6. Building infrastructure
7. Amplifying the message using credible, targeted
methods
3WD
Methodology

8. User Behavior
▪ Page views, time on page, unique visitors, traffic sources,
bounce rates
Engagement
▪ Likes, shares, mentions, comments, incoming requests,
republication of content
SEO Outcomes
▪ Keyword rankings, organic traffic, backlinks
Revenue
▪ Existing leads touched, new leads generated, conversion
rates, ROI
Key Metrics
of Success

9. 1. Program Strategy
▪ Mapping the customer
journey to determine
needed content
▪ Identifying customer pain
points that you are
equipped to solve
▪ Conceiving high-impact
content engine that allow
you to become a trusted
resource to customers and
media
2. Operations Set Up
▪ Setting-up the tools,
processes, and conduct
trainings needed to
operationalize the content
marketing engine
▪ Assisting with
hiring/transitioning to
internal resources
▪ Documenting processes and
procedures
3. Channel Amplification
▪ Training/equipping key
internal stakeholders (C-
suite, BOD, sales, SMEs,
partners) to leverage their
networks on your behalf
▪ Designing programs for
thought leaders that have
both individual and
company brand impact
3 Components of Engagement

10. Our
Clients

11. Testimonials
“As a veteran of AOL, Trish has been a successful strategic leader in the company. Her
clients will benefit from her vision, tenacity and ability to manage to greater success.”
Ted Leonsis, founder, chairman, CEO, Monumental Sports & Entertainment; co-founder, Revolution Growth
“[Trish] has an innate ability to quickly grasp complex business concepts. She could
craft these into distinct business initiatives; then, successfully implement them.”
Rick Blair, board member, investor, former CEO, Examiner.com, and executive vice president, AOL/Digital City
“Trish instituted new processes and programs that clarified and amplified our
messaging. She worked well with employees and contractors at all levels.”
Seth Moore, CEO, T-Rex Solutions LLC
“[Trish] is an insightful leader with experience introducing new tools, programs and
processes in organizations as their goals and requirements evolve.”
Tom Kennedy, former executive director, American Society of Media Photographers

12. ▪ Are you hitting a tipping point for growth?
▪ Are you launching a new product or service?
▪ Are you trying to reach a new audience?
▪ Are you a demonstrated thought leader in your
industry?
▪ Are you easily discoverable by prospects in search?
▪ Are you leveraging software tools to nurture your
prospects and existing customers?
▪ Are you able to attract seasoned, top talent?
▪ Do you hope to influence partners and investors?
Can
Content
Marketing
Help
You?