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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