Kick Starting Your Content Marketing<br />By Ingrid Archer<br />
Marieke van Zuien<br />
Challenges<br />
B2B content for leads<br /><ul><li>Challenge: Cardif offers support through thought leadership
Solution: start using content; Cardif informs financial advisors about upcoming changes in legislation
Result: Campaign www.opwegnaarbgfo2.nl
Minisite full of relevant info, blog, customer experiences, guide, offer of training, promotion via PR and social media
High score in Google; in no time 3341 web visits, of which 2346 unique. In total more than 14.665 page views. And >1000 re...
The new buyer<br /><ul><li>Likes to look things up him/herself
Searches info online
Is critical and compares
Is independent
Is skeptical
Is overwhelmed with marketing messages
And most of them  are neglected</li></li></ul><li><ul><li>> 90% of B2B buyers begin buying process online (Forrester)
>93% of B2B buyers begin their buying process with a keyword search (Marketo)
>80% of B2B buyers initiated first contact with the vendor (Marketingsherpa)</li></li></ul><li>80% of your marketing mater...
Content for each phase in buying cycle<br />
Think Like a Publisher<br />Blog<br />Case Studies<br />Webinars<br />eBooks<br />White Papers<br />microsites<br />Online...
Content for Brand Awareness and Leads<br />
B2B content  – US<br />
Why do we need to take content marketing seriously?<br /><ul><li>The experts
Inbound requests
Leads
Database
Increase brand awareness
Search Engine performance
Sales engagement
Help the community!</li></li></ul><li>
Step 1: Listen<br />
Step 1: Buyer Persona<br />
Step 2: Decide on Theme & Topics<br /><ul><li>Original research
Expertise
Address something relevant
Be different
Set yourself apart
Offer deep, research-based insight
Target your market influencers
Actively engage in thought leadership</li></li></ul><li>
Step 3: Create the content<br /><ul><li>Interview the best experts
Interview your customers
Conduct a research or survey
Organize a Round Table discussion
Document an event</li></li></ul><li>Marketing is too important to be left to the marketing department <br />David Packard ...
Create the content – the tools<br />
Whitepaper or eBook <br />
Video / Multimedia / animation <br />
Webinars <br />
Create the content – the planning<br />
Step 4: Promotion – power of social media <br />
From content to lead<br /><ul><li>Calls to action
Conversion tools, forms
Website
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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 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
  • Kick starting content marketing

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

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