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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 Week3-DBS-B2C&B2B-ContentMarketingProgrammes Presentation Transcript

  • Content Marketing Programmes Keith Feighery
  • Outline
    • Overview of Content Marketing Programmes
    • Case Studies of Content Types
    • Purpose of your Content
    • Relevant Integrated B2C and B2B Case Studies
  • Types of Content
  • Website
  • Blogs
  • Social
  • Professional Networks
  • Ads & SERPs
  • Display Ads
  • Email
  • Video
  • Photos
  • Docs & PPTs
  • Summary of Content Types
  • 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.
  • Who Creates this content?
  • 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
  • Purpose of Content Marketing
    • Content Marketing Should Support and Accelerate the following:
      • Create Awareness of Products/Services
      • Customer/Prospect Engagement
      • Customer Acquisition
      • Customer Retention
      • Customer Advocacy
  • B2C Content Marketing Programmes Keith Feighery
  • 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
  • Business to Consumer Case Studies
  • Content Marketing using Facebook
  • Barrys Tea
  • D4Hotels.ie
  • Marks and Spencers
  • Harvey Norman Ireland
  • Wright Venue – Like Us
  • Wright Venue Wall
  • Dublin Simon Community
  • Non-Profits Leveraging Facebook (Some before and afters)
  • Irish Wildlife Trust - Before
  • Irish Wildlife Trust - Now
  • Breast Cancer Ireland - Before
  • Breas Cancer Ireland - Now
  • Barnardos - Before
  • Barnardos - Now
  • Trocaire – Before
  • Trocaire - Now
  • Irish Cancer Society
  • Presidential candidates
  • Sean Gallagher
  • Michael D Higgins
  • Bars - Facebook
  • Multi-Channel Case Studies
  • Hairybaby
  • Dazzledust
  • The Good Mood Food Blog
  • Kogi BBQ
  • BlendTec
  • HostelWorld
  • C-Mon & Kypksi
  • Greater Manchester Police
  • Mayo Clinic
  • B2B Online Marketing
  • B2B Inbound Marketing
  • 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
  • Problem : In B2B Sales The Internet has disintermediated the sales process
  • The solution
  • 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
  • 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
  • The Sales Funnel
  • Buyer Cycle Intelligence
  • 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
  • Relevant B2B Content
  • B2B Case Studies
  • Hubspot
  • American Express