Content Marketing Programmes<br />Keith Feighery<br />
Business to Business<br />
Content Strategy B2B<br />Listen and Understand your audience and their behaviour patterns<br />Map out all the stages of ...
B2B content marketing<br />Create valuable content that is of real interest to your customers<br />Prospective customers e...
Business to Business Case Studies<br />
Intuit Business Service Co.<br />Provides customer service and advice <br />Twitter, Blogs, wikis (accessed 2.7 million ti...
Intuit Business Services<br />
Salesforce.com<br />
American Express<br />
Oracle – Customer Collective<br />
Alterian<br />
Eloqua<br />
MarketBright<br />
Marketo<br />
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Ibat B2 B Content Marketing Programmesv1 8 1

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Ibat B2 B Content Marketing Programmesv1 8 1

  1. 1. Content Marketing Programmes<br />Keith Feighery<br />
  2. 2. Business to Business<br />
  3. 3. Content Strategy B2B<br />Listen and Understand your audience and their behaviour patterns<br />Map out all the stages of your buyer cycles<br />Create specific personas for your prospects and clients<br />Identify specific needs for each of your buyer personas along the buyer cycle<br />Develop content for each buyer stage<br />Develop a content development schedule<br />Allocate resources or identify third parties to produce specific content<br />Develop a clear voice and personality for your content<br />Solicit feedback from your prospects, customers and community<br />
  4. 4. B2B content marketing<br />Create valuable content that is of real interest to your customers<br />Prospective customers engage with sales teams later in the funnel due to online information<br />Providing content the pre-identified types and roles of customers want and need<br />Providing content that maps directly to the different stages of the buyer cycle<br />Producing and sharing content that your community and prospective customers enjoy and will potentially share<br />Distributing content where your customers and prospects coalesce online<br />
  5. 5. Business to Business Case Studies<br />
  6. 6. Intuit Business Service Co.<br />Provides customer service and advice <br />Twitter, Blogs, wikis (accessed 2.7 million times) and dedicated online advice sites<br />Well crafted web2.0 site <br />Embedded customer feedback channels<br />Two-way transmission of information <br />From customers to Accountants, Tax, Business services etc..<br />Online Peer to Peer communicatin<br />Forums and Wikis<br />Closed member feedback groups <br />For research and very frank opinions<br />
  7. 7. Intuit Business Services<br />
  8. 8. Salesforce.com<br />
  9. 9. American Express<br />
  10. 10. Oracle – Customer Collective<br />
  11. 11. Alterian<br />
  12. 12. Eloqua<br />
  13. 13. MarketBright<br />
  14. 14. Marketo<br />
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