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B2C and B2B Digital Content Marketing

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  1. 1. Content Marketing Programmes Keith Feighery
  2. 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. 3. Types of Content
  4. 4. Website
  5. 5. Blogs
  6. 6. Social
  7. 7. Professional Networks
  8. 8. Ads & SERPs
  9. 9. Display Ads
  10. 10. Email
  11. 11. Video
  12. 12. Photos
  13. 13. Docs & PPTs
  14. 14. Summary of Content Types
  15. 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. 16. Who Creates this content?
  17. 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. 18. Purpose of Content Marketing
  19. 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
  21. 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>
  22. 23. Business to Consumer Case Studies
  23. 24. Content Marketing using Facebook
  24. 25. Barrys Tea
  25. 26. D4Hotels.ie
  26. 27. Marks and Spencers
  27. 28. Harvey Norman Ireland
  28. 29. Wright Venue – Like Us
  29. 30. Wright Venue Wall
  30. 31. Dublin Simon Community
  31. 32. Non-Profits Leveraging Facebook (Some before and afters)
  32. 33. Irish Wildlife Trust - Before
  33. 34. Irish Wildlife Trust - Now
  34. 35. Breast Cancer Ireland - Before
  35. 36. Breas Cancer Ireland - Now
  36. 37. Barnardos - Before
  37. 38. Barnardos - Now
  38. 39. Trocaire – Before
  39. 40. Trocaire - Now
  40. 41. Irish Cancer Society
  41. 42. Presidential candidates
  42. 43. Sean Gallagher
  43. 44. Michael D Higgins
  44. 45. Bars - Facebook
  45. 46. Multi-Channel Case Studies
  46. 47. Hairybaby
  47. 48. Dazzledust
  48. 49. The Good Mood Food Blog
  49. 50. Kogi BBQ
  50. 51. BlendTec
  51. 52. HostelWorld
  52. 53. C-Mon & Kypksi
  53. 54. Greater Manchester Police
  54. 55. Mayo Clinic
  55. 56. B2B Online Marketing
  56. 57. B2B Inbound Marketing
  57. 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>
  58. 59. Problem : In B2B Sales The Internet has disintermediated the sales process
  59. 60. The solution
  60. 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>
  61. 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>
  62. 63. The Sales Funnel
  63. 67. Buyer Cycle Intelligence
  64. 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>
  65. 69. Relevant B2B Content
  66. 70. B2B Case Studies
  67. 71. Hubspot
  68. 72. American Express