Content Marketing B2B

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Content marketing equips buyers with the knowledge to make better-informed decisions.
It is based on onversations and storytelling instead of pushing one message for the world. The content is compelling and interesting for a targetted customer segments, taking into consideration this segments world view.

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Content Marketing B2B

  1. 1. What is Content Marketing?Dr. Ute Hillmer Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  2. 2. Content Marketing Content  marketing equips  buyers with the knowledge  to make better‐informed  decisions. The thinking behind it:Central to content marketing is the belief that if businesses deliver consistent, helpful information to buyers at the right time, then prospects will ultimately reward the company with their purchase and loyalty. Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  3. 3. What isContent Marketing? Content is the reason  people go to your site Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  4. 4. Give  your  customers  the  content  they  want… …not what YOU think they need!Picture Dan Zarella Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  5. 5. Why is Content Marketing important? Average person is exposed to  5.000 ads / offers per day Buyers have tuned out marketingPicture by Scholz&Friends Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  6. 6. Think of an Art Gallery Where is the Art? Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  7. 7. People  come  to  see  art, not  empty  frames  or  empty  walls Content is the reason people go to your site Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  8. 8. Content Marketing Fundamentals  1Shift thinking from marketer to publisher1. Define a critical group of buyers2. Determine what info prospects really need3. Determine how prospects want to receive  info4. Deliver info for maximum impact on goals5. Measure and recalibrate Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  9. 9. Content Marketing Fundamentals  2 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  10. 10. Content Marketing Fundamentals  3 World views! Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  11. 11. Content Marketing Fundamentals  3 1. Consider the worldview of  your target customer group 2. Tell a compelling story Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  12. 12. Content Marketing Fundamentals  5 Age is no longer a key indicator ‐ areas of interests are! Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  13. 13. Content Marketing im B2B Companies don‘t have conversations, PEOPLE have! B2B is usually about niche problem solving – problems are best solved in teams with many  different experts contributing                                                “niche” CONVERSATIONS Problem solving requires trust    RELATIONSHIPS 1:1 Marketing was a buzzword of B2B   n:n Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  14. 14. Content Marketing im B2B PEOPLE niche CONVERSATIONS RELATIONSHIPS n:n → Social Media Chanels Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  15. 15. New Technologies in B2B Markets thus we  have to  change how  we do  things... Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  16. 16. An Idealized Technology Product  Lifecycle Marketsize Innovators Early Early Late Time Laggards 2,5% Adopters Majority Majority 16% 13,5% 34% 34%Moore; Crossing the Chasm Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  17. 17. Adopter Categorization on the Basis  of Innovativeness Pragmatists: Stick with the herd! Marketsize Conservatives: Hold on! Visionaries: Skeptics: Techies:Get ahead! No way! Try it! Time Innovators Early Early Late Laggards Adopters Majority MajorityMoore; Crossing the Chasm Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  18. 18. Mainstream Behaviournumber of adoptions Noncumulative  Increasingly  conforming  behaviour Innovators Early Early  Late  Laggards Time Adopters Majority MajorityHillmer, Technology Acceptance in Mechatronics, 2009. Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  19. 19. Individualistic Behaviournumber of adoptions Noncumulative  Increasingly  individualistic  behaviour Innovators Early Early  Late  Laggards Time Adopters Majority MajorityChart based on Rogers 1995, p. 262 and Moore 1999, p. 12 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  20. 20. Σ Content Marketing Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  21. 21. Σ Content Marketing „Once upon a time…“ Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

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