The B2B Customer journey requires different content, a step by stpe to define the required the creative content.

1. (every story needs a)
CONTENT MARKETING
IN THE B2B CUSTOMER JOURNEY

2. CONTENT MARKETING
2
The essence of Content Marketing
is sharing information with prospects
and clients.
What information, how and when?
That is all a matter of the right timing.
E-MAGAZINE 01

3. CUSTOMER JOURNEY
3
COMPANY A
COMPANY B
COMPANY C
2
EVALUATION
COMPANY B
4 COMPANY B
CUSTOMER
3 Prospects are looking for different kinds
BUYING
of information, depending on the phase
in their buying cycle.
1
RESEARCH

4. RESEARCH
4
What exactly do I need?
What companies
can deliver this?
Who are the authorities
in this area?
4 COMPANY B
QUESTIONS
What questions are relevant at the
start of the Customer Journey.
1
COMPANY A
COMPANY B
COMPANY C
2
EVALUATION
COMPANY B
CUSTOMER
BUYING
3
FOR MORE INFO VISIT

5. RESEARCH
5
CONTENT
What information do you want to
share in this phase?
This is the problem and
how we solve it.
Here’s why we are good
at our job.
This is new and trending
in our line of business.

6. RESEARCH
6
FORMS
Here are the most suitable forms
for sharing content.
• 60’ Animation
• White paper
+ summary
• Infographic
• Press release
• Presentation slides
• E-magazine
FOR MORE INFO VISIT

7. EVALUATION
7
4 COMPANY B
QUESTIONS
What information do prospects
need at this point?
COMPANY A
COMPANY B
COMPANY C
Who can help me choose?
What does each company
have to offer?
What are roughly the costs
and benefits?
2
COMPANY B
CUSTOMER
BUYING
3
1
RESEARCH

8. EVALUATION
8
CONTENT
What information is relevant to
share in this phase?
COMPANY A
These points are important when
purchasing.
Let’s show you how our product
or service works.
These are recent customers
and projects.
This is the estimated ROI.
COMPANY B
FOR MORE INFO VISIT

9. EVALUATION
9
FORMS
Most suitable forms for sharing content.
• 120’ product demo
• Product sheets
• White paper
+ summary
• Infographic
• Presentation slides
• Quick scan

10. BUYING
10
1
QUESTIONS
What information do prospects
need at this point?
FOR MORE INFO VISIT
COMPANY B
3
COMPANY B
CUSTOMER
4
RESEARCH
COMPANY A
COMPANY B
COMPANY C
2
EVALUATION
Do I want to do business
with this company?
What do other customers
and analysts say?
What are the exact costs
and ROI?

11. BUYING
11
CONTENT
Relevant content to share in this phase.
COMPANY B
This is who we are and how
we work: corporate info.
See what customers, references
and analysts think of us.
This will be the ROI in your
specific situation.

12. BUYING
12
FORMS
Most suitable forms for sharing content.
• Corporate brochure, pdf
• E-magazine
• 60’ video’s: CEO,
custo mers, references
• Analysts reports
• Proposal (sales dept.)
FOR MORE INFO VISIT

13. CUSTOMER
13
QUESTIONS
Your prospect has become a customer.
What questions does he have?
COMPANY B
4
1
RESEARCH
COMPANY A
COMPANY B
COMPANY C
2
EVALUATION
COMPANY B
BUYING
3
Is my company still the
best choice?
What else do they have
to offer?
Why would I need this?

14. CUSTOMER
14
CONTENT
Relevant content to share in this phase.
This is new and
trending in our field.
Here’s how we are doing.
These are new products,
services, applications,
possibilities etc.
FOR MORE INFO VISIT

15. 15
FORMS
Most suitable forms for sharing content.
E-MAGAZINE 01
CUSTOMER
• E-magazine
• Press release
• Product sheets
• Infographic
• Presentation slides

16. CONTENT MARKETING TOOLSET
Is your company sharing the right content
in all phases of the Customer Journey?
16
FOR MORE INFO VISIT
2
E-MAGAZINE 01
1
4 3

17. CONTENT GAP ANALYSIS
17
1. RESEARCH
• 60’ Animation
• Infographic
• Presentation slides
2. EVALUATION
• White paper
• Product demo
• Quick scan ROI
3. BUYING
• Corporate brochure
• Reference video’s
• Analysts reports
4. CUSTOMER
• E-magazine
• Press releases
• Product sheets
2
1
4 3
Start by analyzing what you need
versus what you already have.

18. SEEDING
18
Choose the proper channels
to make your content available.
YouTube
LinkedIn
Twitter
Slideshare
Trade magazines
E-magazine
Blogs on website
Direct email
FOR MORE INFO VISIT

19. BOOSTING
19
Let the customer know that your
information is out there.
Note: We focus on advertising to boost
content marketing. This is why traditional
advertising media like RTV, Out of Home
and DM are not included.
Google AdWords
Boosted posts on
LinkedIn, Twitter,
Slideshare
Trade magazines
Trade fairs

20. RESPONSE
20
Make it easy for the customer to
get in touch with your company.
Annotation
Landing page
Website
Email to marketing or
sales department
FOR MORE INFO VISIT

21. CONTENT CALENDAR
21
Then make a schedule to develop
and share your content. Also plan
when to monitor, evaluate and tune
your campaign.
JANUARY FEBRUARY MARCH
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JULY AUGUSTUS SEPTEMBER
OCTOBER NOVEMBER DECEMBER

22. Headline gladly helps you to produce
the analysis, the calendar and
all the creative content you need.
Call +31 (0)20 5721 321
Mail info@headline.nl