Content Marketing
The next level

Presentator:
Ingrid Archer
Managing Partner
@ingridarcher
ingrid@spotonvision.com
Host:
...
Our services

The Buyer

Lead Management

Contentmarketing

Marketing Automation

@ingridarcher
#b2bnl
Vragen?
GoToWebinar:
“Chat” of “Ask a question”
OF
Twitter met #b2bnl tag
Twitter: @spotonvision

@charlesvdwal
#b2bnl
Agenda
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to create enga...
@ingridarcher
#b2bnl
Why do we need to take content marketing seriously?

The experts
Inbound requests
Leads
Database
Increase brand aware...
@ingridarcher
#b2bnl
@ingridarcher
#b2bnl
10
principles

Be relevant to your readers
It’s not about you!

Choose a content category and stick to it
Be trustworthy p...
Buyer Persona
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to crea...
Buyer Persona

@ingridarcher
#b2bnl
Results of using Buyer Personas

 Change misconceptions about buyer segments
 Effective marketing messages and programs
...
Increase conversion rates by sending the right
message at the right time to the right persona

Communication Effectiveness...
@ingridarcher
#b2bnl
@ingridarcher
#b2bnl
Content Mapping
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to cr...
@ingridarcher
#b2bnl
Content mapping
Buyer
Persona A

Stages

awareness

trigger

1. Article/Blog
2. Video
3. Paid media

research

1. Webinar
...
Content creation criteria

After the mapping, before you create your calender, please
check:






Is it really relev...
Dialogue
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to create en...
@ingridarcher
#b2bnl
Channels
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to create en...
@ingridarcher
#b2bnl
Metrics
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to create eng...
Metrics for success

 Volume: Inquiries, Marketing qualified Leads
 Conversion rates

 Cost per lead (Outbound vs. Inbo...
3 things to remember

 Lead Nurturing relates to the buying cycle and focuses on what
the buyer needs

 Your goal is to ...
Q&A
Vragen via “Chat” of “Ask a question”
spotONvision biedt advies:
Meer weten? Of hulp nodig bij opzet of
uitvoering van webinars?

www.spotonvision.com

@spotONvision
@b2bmktforum
@ingrida...
B2B Webinar Festival: Contentmarketing voor gevorderden
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B2B Webinar Festival: Contentmarketing voor gevorderden

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Wanneer je de basis van jouw contentmarketingstrategie onder de knie hebt, wordt het tijd om het naar het volgende niveau te tillen. Dat is wat Ingrid Archer, managing partner van spotONvision, tijdens het B2B Webinar Festival op 16 januari uitlegde. Hoe doe je dat? Waar moet je op letten? Wat speelt er allemaal een rol wanneer je de volgende stap wilt zetten in Contentmarketing? Heb je het event gemist? Bekijk dan hier de slides online.

Voor meer informatie; bekijk onze website www.spotonvision.com of bel 020 894 9133.

spotONvision organiseert jaarlijks het B2B Marketing Forum. Voor meer informatie; bekijk de website www.b2bmarketingforum.nl

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  • Jessica
  • Jessica
  • Ingrid
  • Research numbers for each stage
  • Ingrid
  • IngridFear – expertise - courage
  • B2B Webinar Festival: Contentmarketing voor gevorderden

    1. 1. Content Marketing The next level Presentator: Ingrid Archer Managing Partner @ingridarcher ingrid@spotonvision.com Host: Charles van der Wal Inbound Marketeer @charlesvdwal charles@spotonvision.com
    2. 2. Our services The Buyer Lead Management Contentmarketing Marketing Automation @ingridarcher #b2bnl
    3. 3. Vragen? GoToWebinar: “Chat” of “Ask a question” OF Twitter met #b2bnl tag Twitter: @spotonvision @charlesvdwal #b2bnl
    4. 4. Agenda ① Content marketing ② Buyer persona - content consumption during the buyer journey ③ Content mapping to create engagement - how to develop content which is highly buyer focused ④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤ Channels: Mixing inbound and outbound ⑥ Develop the right metrics to measure your success @ingridarcher #b2bnl
    5. 5. @ingridarcher #b2bnl
    6. 6. Why do we need to take content marketing seriously? The experts Inbound requests Leads Database Increase brand awareness Search Engine performance Sales engagement Help the community! @ingridarcher #b2bnl
    7. 7. @ingridarcher #b2bnl
    8. 8. @ingridarcher #b2bnl
    9. 9. 10 principles Be relevant to your readers It’s not about you! Choose a content category and stick to it Be trustworthy provide supporting data Involve your customers, partners and others Optimize your content Show your knowledge & expertise Offer valuable content to your audience. Not self promotional Relevant to your company Be unique @ingridarcher #b2bnl
    10. 10. Buyer Persona ① Content marketing ② Buyer persona - content consumption during the buyer journey ③ Content mapping to create engagement - how to develop content which is highly buyer focused, ④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤ Channels: Mixing inbound and outbound ⑥ Develop the right metrics to measure your success @ingridarcher #b2bnl
    11. 11. Buyer Persona @ingridarcher #b2bnl
    12. 12. Results of using Buyer Personas  Change misconceptions about buyer segments  Effective marketing messages and programs  Better engagement  Insight in how to nurture your buyer  Better marketing ROI @ingridarcher #b2bnl
    13. 13. Increase conversion rates by sending the right message at the right time to the right persona Communication Effectiveness “Campaigns that target based on Website user clickstream data outperform untargeted broadcast campaigns by nearly 4 to 1.” Forrester Research Right-Time Right-Message True Personalization One to One Best-in-class lead scoring programs increase pipeline thickness by 27% v. the average of 12%. Aberdeen Group Behavior-Driven “Segmented lists yielded an 11.7% CTR v. unsegmented lists of same size yielding only a 0.6% CTR. Marketing Sherpa Segment Customer-Driven Batch and Blast Product-Driven v Eloqua Best Practices: The Revenue Lifecycle™ @ingridarcher #b2bnl
    14. 14. @ingridarcher #b2bnl
    15. 15. @ingridarcher #b2bnl
    16. 16. Content Mapping ① Content marketing ② Buyer persona - content consumption during the buyer journey ③ Content mapping to create engagement - how to develop content which is highly buyer focused ④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤ Channels: Mixing inbound and outbound ⑥ Develop the right metrics to measure your success @ingridarcher #b2bnl
    17. 17. @ingridarcher #b2bnl
    18. 18. Content mapping Buyer Persona A Stages awareness trigger 1. Article/Blog 2. Video 3. Paid media research 1. Webinar 2. Email news assess 1. 2. 3. 4. negotiate 1. ROI calculator/Quic k scan 2. Demo 3. Testimonial consideration decision purchase Question from buyer Suitable Content Whitepaper eBook Master Class Round Table 1. Face-to-face event Figure out what content triggers @ingridarcher #b2bnl
    19. 19. Content creation criteria After the mapping, before you create your calender, please check:      Is it really relevant to your buyer? Is it unique? Does it add value? Does it make sense for you to produce? Is it in your domain? Can you actually create it easily? @ingridarcher #b2bnl
    20. 20. Dialogue ① Content marketing ② Buyer persona - content consumption during the buyer journey ③ Content mapping to create engagement - how to develop content which is highly buyer focused ④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤ Channels: Mixing inbound and outbound ⑥ Develop the right metrics to measure your success @ingridarcher #b2bnl
    21. 21. @ingridarcher #b2bnl
    22. 22. Channels ① Content marketing ② Buyer persona - content consumption during the buyer journey ③ Content mapping to create engagement - how to develop content which is highly buyer focused ④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤ Channels: Mixing inbound and outbound ⑥ Develop the right metrics to measure your success @ingridarcher #b2bnl
    23. 23. @ingridarcher #b2bnl
    24. 24. Metrics ① Content marketing ② Buyer persona - content consumption during the buyer journey ③ Content mapping to create engagement - how to develop content which is highly buyer focused ④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤ Channels: Mixing inbound and outbound ⑥ Develop the right metrics to measure your success @ingridarcher #b2bnl
    25. 25. Metrics for success  Volume: Inquiries, Marketing qualified Leads  Conversion rates  Cost per lead (Outbound vs. Inbound) @ingridarcher #b2bnl
    26. 26. 3 things to remember  Lead Nurturing relates to the buying cycle and focuses on what the buyer needs  Your goal is to build relationships and profile information with suspects  Make sure you have valuable content to deliver! @ingridarcher #b2bnl
    27. 27. Q&A Vragen via “Chat” of “Ask a question”
    28. 28. spotONvision biedt advies:
    29. 29. Meer weten? Of hulp nodig bij opzet of uitvoering van webinars? www.spotonvision.com @spotONvision @b2bmktforum @ingridarcher LinkedIn groups: B2B Marketing Forum, en Passion for B2B Marketing http://www.youtube.com/user/spotONvision
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