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Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
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Week3-DBS-B2C&B2B-ContentMarketingProgrammes

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B2C and B2B Digital Content Marketing

B2C and B2B Digital Content Marketing

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  1. Content Marketing Programmes Keith Feighery
  2. Outline <ul><li>Overview of Content Marketing Programmes </li></ul><ul><li>Case Studies of Content Types </li></ul><ul><li>Purpose of your Content </li></ul><ul><li>Relevant Integrated B2C and B2B Case Studies </li></ul>
  3. Types of Content
  4. Website
  5. Blogs
  6. Social
  7. Professional Networks
  8. Ads & SERPs
  9. Display Ads
  10. Email
  11. Video
  12. Photos
  13. Docs & PPTs
  14. Summary of Content Types
  15. Content types <ul><li>The content and digital media on your Web site , blog other content managed systems, partner sites etc.. </li></ul><ul><li>Facebook fan pages and posts </li></ul><ul><li>Tweets , status updates </li></ul><ul><li>E-mail newsletters </li></ul><ul><li>Blog posts, reader comments and reactions </li></ul><ul><li>Whitepapers, case studies, w ebinars , podcasts </li></ul><ul><li>Videos, demos & presentations </li></ul><ul><li>Product/service reviews </li></ul><ul><li>Forums </li></ul><ul><li>Articles and other intellectual property or knowledge sharing –professional contributions etc. </li></ul>
  16. Who Creates this content?
  17. Who creates the content <ul><li>Internally </li></ul><ul><ul><li>Find employees who are knowledgeable and want to write </li></ul></ul><ul><ul><li>Re-purpose content that has been created over time for different media </li></ul></ul><ul><li>Partners, customers and third party experts </li></ul><ul><ul><li>Publish whitepapers, webinars, eBooks, articles etc…with partners </li></ul></ul><ul><li>Customers </li></ul><ul><ul><li>If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc.. </li></ul></ul><ul><ul><li>You can allow customers to make product recommendations – crowdsourcing </li></ul></ul>
  18. Purpose of Content Marketing
  19. <ul><li>Content Marketing Should Support and Accelerate the following: </li></ul><ul><ul><li>Create Awareness of Products/Services </li></ul></ul><ul><ul><li>Customer/Prospect Engagement </li></ul></ul><ul><ul><li>Customer Acquisition </li></ul></ul><ul><ul><li>Customer Retention </li></ul></ul><ul><ul><li>Customer Advocacy </li></ul></ul>
  20.  
  21. B2C Content Marketing Programmes Keith Feighery
  22. B2C Content Programmes <ul><li>Provide valuable information, content, entertainment to your prospects and customers </li></ul><ul><li>Create an ongoing conversation with them where possibe </li></ul><ul><li>Address wider customer needs – beyond what your product/service does </li></ul><ul><li>Give them what they want i.e. deals/discounts/extended service, engagement etc.. </li></ul><ul><li>Create awareness of products, services, organisation, people </li></ul><ul><li>Be transparent in terms of customer service, company information etc.. </li></ul><ul><li>Actively seek network effects and customer validations </li></ul>
  23. Business to Consumer Case Studies
  24. Content Marketing using Facebook
  25. Barrys Tea
  26. D4Hotels.ie
  27. Marks and Spencers
  28. Harvey Norman Ireland
  29. Wright Venue – Like Us
  30. Wright Venue Wall
  31. Dublin Simon Community
  32. Non-Profits Leveraging Facebook (Some before and afters)
  33. Irish Wildlife Trust - Before
  34. Irish Wildlife Trust - Now
  35. Breast Cancer Ireland - Before
  36. Breas Cancer Ireland - Now
  37. Barnardos - Before
  38. Barnardos - Now
  39. Trocaire – Before
  40. Trocaire - Now
  41. Irish Cancer Society
  42. Presidential candidates
  43. Sean Gallagher
  44. Michael D Higgins
  45. Bars - Facebook
  46. Multi-Channel Case Studies
  47. Hairybaby
  48. Dazzledust
  49. The Good Mood Food Blog
  50. Kogi BBQ
  51. BlendTec
  52. HostelWorld
  53. C-Mon & Kypksi
  54. Greater Manchester Police
  55. Mayo Clinic
  56. B2B Online Marketing
  57. B2B Inbound Marketing
  58. Attraction Marketing <ul><li>Inbound Marketing with intent – pull marketing versus push marketing </li></ul><ul><li>Using your content to build engagement with purpose, targeted at your specific audience </li></ul><ul><li>When you create content that pulls prospects, you are differentiating your brand </li></ul><ul><ul><li>Customers recognise the value and follow trail back to your base (website) to engage with you </li></ul></ul><ul><ul><li>To ensure this works – create contagious content </li></ul></ul><ul><li>Your content will move buyers along in their buying process to become a live sales opportunity in time </li></ul>
  59. Problem : In B2B Sales The Internet has disintermediated the sales process
  60. The solution
  61. Key Rules for Marketing Online <ul><li>Develop Buyer Personas </li></ul><ul><ul><li>Understand your prospects, based on who they are, how they behave, and where they interact in the sales cycle </li></ul></ul><ul><li>Align content with buyers </li></ul><ul><ul><li>Determine what types of information your prospects will need, based on who they are, how they behave and where they are in their buying process </li></ul></ul><ul><li>Consistency across channels </li></ul><ul><ul><li>Leverage as many channels as possible to get your message out – and keep messages consistent </li></ul></ul><ul><li>Let experts do the talking </li></ul><ul><ul><li>Solve problems – find experts & partners who can articulate and discuss problems and solutions </li></ul></ul>
  62. The 7 Key Rules for Connected Marketer <ul><li>Multi-channel distributions </li></ul><ul><ul><li>Buyers have different preferences for consuming information – you need to make sure content is accessible from all these channels (Blogs, website, rss, twitter, facebook, business portals) </li></ul></ul><ul><li>Get Connected </li></ul><ul><ul><li>Make yourself a valuable resource for your prospects and connect with them on every relevant platform </li></ul></ul>
  63. The Sales Funnel
  64.  
  65.  
  66.  
  67. Buyer Cycle Intelligence
  68. Buyer Cycle Intelligence <ul><li>Characteristics of best customers </li></ul><ul><ul><li>Who typically buys from you, who are least demading customers, characteristics of easily and profitable closed sales </li></ul></ul><ul><li>Understanding the “Buyer Journey” </li></ul><ul><ul><li>Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..) </li></ul></ul><ul><ul><li>How can you identify if a prospect has stalled </li></ul></ul><ul><li>Lead Qualification </li></ul><ul><ul><li>What are the specific characteristics of a marketing qualified lead </li></ul></ul><ul><ul><li>What MQL (marekting qualified leads) typically convert </li></ul></ul><ul><ul><li>What are the characteristics of leads that typcially need to go through a nurturing programme </li></ul></ul>
  69. Relevant B2B Content
  70. B2B Case Studies
  71. Hubspot
  72. American Express

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