Kick starting content marketing

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Content in marketing is important more than ever before, not only to generate leads but also the establish thought leadership. What is a clever content marketing strategy? How can you generate leads …

Content in marketing is important more than ever before, not only to generate leads but also the establish thought leadership. What is a clever content marketing strategy? How can you generate leads using content? And how can you use social media to give content a proper place in your B2B approach?Ingrid will talk about starting with content marketing but also about lifting your content marketing strategy to a higher level

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  • Fear – expertise - courage

Transcript

  • 1. Kick Starting Your Content Marketing
    By Ingrid Archer
  • 2. Marieke van Zuien
  • 3. Challenges
  • 4.
  • 5. B2B content for leads
    • Challenge: Cardif offers support through thought leadership
    • 6. Solution: start using content; Cardif informs financial advisors about upcoming changes in legislation
    • 7. Result: Campaign www.opwegnaarbgfo2.nl
    • 8. Minisite full of relevant info, blog, customer experiences, guide, offer of training, promotion via PR and social media
    • 9. High score in Google; in no time 3341 web visits, of which 2346 unique. In total more than 14.665 page views. And >1000 registrations for Cardif training
  • Traditional sales and marketing
  • 10. The new buyer
    • Likes to look things up him/herself
    • 11. Searches info online
    • 12. Is critical and compares
    • 13. Is independent
    • 14. Is skeptical
    • 15. Is overwhelmed with marketing messages
    • 16. And most of them are neglected
    • > 90% of B2B buyers begin buying process online (Forrester)
    • 17. >93% of B2B buyers begin their buying process with a keyword search (Marketo)
    • 18. >80% of B2B buyers initiated first contact with the vendor (Marketingsherpa)
  • 80% of your marketing materials is not used (source: IDC)
  • 19. Content for each phase in buying cycle
  • 20. Think Like a Publisher
    Blog
    Case Studies
    Webinars
    eBooks
    White Papers
    microsites
    Online games
    Digital magazine
    Newsletter
    Videos
    Screencast
    Podcasts
    Executive roundtables
    Virtual events
    Custom print magazine
    Articles
    Testimonials
  • 21.
  • 22.
  • 23. Content for Brand Awareness and Leads
  • 24. B2B content – US
  • 25. Why do we need to take content marketing seriously?
  • 33. Step 1: Listen
  • 34. Step 1: Buyer Persona
  • 35.
  • 36. Step 2: Decide on Theme & Topics
    • Original research
    • 37. Expertise
    • 38. Address something relevant
    • 39. Be different
    • 40. Set yourself apart
    • 41. Offer deep, research-based insight
    • 42. Target your market influencers
    • 43. Actively engage in thought leadership
  • 44. Step 3: Create the content
    • Interview the best experts
    • 45. Interview your customers
    • 46. Conduct a research or survey
    • 47. Organize a Round Table discussion
    • 48. Document an event
  • Marketing is too important to be left to the marketing department
    David Packard
    Co-Founder HP
    Seth Godin
  • 49. Create the content – the tools
  • 50. Whitepaper or eBook
  • 51. Video / Multimedia / animation
  • 52. Webinars
  • 53. Create the content – the planning
  • 54.
  • 55. Step 4: Promotion – power of social media
  • 56. From content to lead
  • 61. Step 5: Measure & Evaluate
  • 69. Step 6: Recycling or Repurposing
  • 70. 10 principles of Content Marketing
  • 71. 1
    Be relevant to your readers
  • 72. 2
    It’s not about you (put yourself on the side..)
  • 73. 3
    Choose a content category and stick to it
  • 74. Be original
  • 75. 5
    Be trustworthy, provide supporting data
  • 76. 6
    Involve your customers, partners, others
  • 77. 7
    Optimize your content
  • 78. 8
    Show your knowledge & expertise
  • 79. 9
    Offer valuable content to your audience
    Not self promotional
  • 80. 10
    Relevant to your company
  • 81. Best Practices
  • 82. Mails, landing page, downloads - case
  • 83. B2B content for leads – case
    Challenge: Awareness and leads for Elsevier eBooks in target group of Oil & Gas Industry
    Solution: Use of content; Positioning Elsevier as a content partner and thought leader in the Industry
    Result: Campaign Elsevier Oil & Gas Expert Talks: a series of video interviews and articles on hot topics in the industry
    7 mailshots to 22246 people, promotion via email and social media, open rates 14,6 %, click rates 5,5%, new conversations with clients , 3138 downloads, 2390 unique new email addresses, 160 attendees at 1st ever webinar
  • 84. B2B marketing content for event promotion
  • 85.
  • 86. B2B content for event - case
    Challenge: generate qualified traffic to the B2B Marketing Forum site
    Solution: Active blog on event site, interviews with speakers, partners, sponsors, visitors, placements on media partners sites, webinars and contests
    Result: Increase traffic by 300% YTD, increase conversion and engagements, increase brand awareness, number 1 on Google with the term B2B Marketing
  • 87. Hurdles
  • 88. Want more?
    Free download: eBook on Content Marketing (in Dutch!)
    www.spotonvision.com
  • 89. And even more?
    B2B Marketing Forum Amsterdam - March 2012
    #b2bnl
  • 90. Sources and Inspiration
    Mail: ingrid@spotonvision.com
    Twitter: @ingridarcher or @spotonvision