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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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Week3-DBS-B2C&B2B-ContentMarketingProgrammes Presentation Transcript

  • 1. Content Marketing Programmes Keith Feighery
  • 2. Outline
    • Overview of Content Marketing Programmes
    • Case Studies of Content Types
    • Purpose of your Content
    • Relevant Integrated B2C and B2B Case Studies
  • 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
    • The content and digital media on your Web site , blog other content managed systems, partner sites etc..
    • Facebook fan pages and posts
    • Tweets , status updates
    • E-mail newsletters
    • Blog posts, reader comments and reactions
    • Whitepapers, case studies, w ebinars , podcasts
    • Videos, demos & presentations
    • Product/service reviews
    • Forums
    • Articles and other intellectual property or knowledge sharing –professional contributions etc.
  • 16. Who Creates this content?
  • 17. Who creates the content
    • Internally
      • Find employees who are knowledgeable and want to write
      • Re-purpose content that has been created over time for different media
    • Partners, customers and third party experts
      • Publish whitepapers, webinars, eBooks, articles etc…with partners
    • Customers
      • If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..
      • You can allow customers to make product recommendations – crowdsourcing
  • 18. Purpose of Content Marketing
  • 19.
    • Content Marketing Should Support and Accelerate the following:
      • Create Awareness of Products/Services
      • Customer/Prospect Engagement
      • Customer Acquisition
      • Customer Retention
      • Customer Advocacy
  • 20.  
  • 21. B2C Content Marketing Programmes Keith Feighery
  • 22. B2C Content Programmes
    • Provide valuable information, content, entertainment to your prospects and customers
    • Create an ongoing conversation with them where possibe
    • Address wider customer needs – beyond what your product/service does
    • Give them what they want i.e. deals/discounts/extended service, engagement etc..
    • Create awareness of products, services, organisation, people
    • Be transparent in terms of customer service, company information etc..
    • Actively seek network effects and customer validations
  • 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
    • Inbound Marketing with intent – pull marketing versus push marketing
    • Using your content to build engagement with purpose, targeted at your specific audience
    • When you create content that pulls prospects, you are differentiating your brand
      • Customers recognise the value and follow trail back to your base (website) to engage with you
      • To ensure this works – create contagious content
    • Your content will move buyers along in their buying process to become a live sales opportunity in time
  • 59. Problem : In B2B Sales The Internet has disintermediated the sales process
  • 60. The solution
  • 61. Key Rules for Marketing Online
    • Develop Buyer Personas
      • Understand your prospects, based on who they are, how they behave, and where they interact in the sales cycle
    • Align content with buyers
      • 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
    • Consistency across channels
      • Leverage as many channels as possible to get your message out – and keep messages consistent
    • Let experts do the talking
      • Solve problems – find experts & partners who can articulate and discuss problems and solutions
  • 62. The 7 Key Rules for Connected Marketer
    • Multi-channel distributions
      • 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)
    • Get Connected
      • Make yourself a valuable resource for your prospects and connect with them on every relevant platform
  • 63. The Sales Funnel
  • 64.  
  • 65.  
  • 66.  
  • 67. Buyer Cycle Intelligence
  • 68. Buyer Cycle Intelligence
    • Characteristics of best customers
      • Who typically buys from you, who are least demading customers, characteristics of easily and profitable closed sales
    • Understanding the “Buyer Journey”
      • Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..)
      • How can you identify if a prospect has stalled
    • Lead Qualification
      • What are the specific characteristics of a marketing qualified lead
      • What MQL (marekting qualified leads) typically convert
      • What are the characteristics of leads that typcially need to go through a nurturing programme
  • 69. Relevant B2B Content
  • 70. B2B Case Studies
  • 71. Hubspot
  • 72. American Express