Content Marketing for Meaningful Growth

ContentMarketingfor
MeaningfulGrowth
Grow-vember 26.11.2018
@HennaNiiranen

From 1-5, how familiar are
you with content
marketing?
One thing you want to
learn today?
@HennaNiiranen

Nice to Meet You! Let’s Connect!
Henna Niiranen
CMO
#myyntimaisteri
#growth #sales #inbound #contentmarketing
#personalbranding #sharingiscaring
www.integrata.fi
www.hennaniiranen.com
www.bonfire.fi
/hniiranen /HennaNiiranen

The Context – Where Do I Come From?
Henna
2002: Graduated as an engineer from TAMK
2002-2015:
BI developer
IT project and service manager
Both consultant & inhouse roles
2015: A Wake Up Call
Content Marketer at Affecto
2016-2018: ”Konsulttilaiffii”
Account mgr at Differo
2018: CMO & student
CMO at Integrata
#myyntimaisteri
2019 
Integrata
Badass of Finnish HR industry ;)
Payroll, Workforce Management, HR, LaaS
Business model: Projects, service & SaaS
60+ consultants
45% yearly growth since 2008
Ongoing dev projects related to growth:
Inbound ramp up
Sales automation (HubSpot)
Team sales model
Done this year:
Brand renewal
Website renewal (Drupal  WordPress)
Marketing automation launch (Mailchimp  HubSpot)
CRM (Salesforce  HubSpot, 2017)
@HennaNiiranen
@HennaNiiranen

Content Marketing WTF?!?
Buyers’ Journey
SEO 2019
Build Your Network
More Inspiration
Topics
Let’s get the party started!

How would you
define content marketing?
Discuss with the person
next to you.
@HennaNiiranen

@HennaNiiranen
…drives your strategy
execution forward…
…gives value to your
customers…
So every one and
single piece of
content…
…has a target group…
…and drives your
customer forward,
towards a shared goal!
…is up to date and
important in your
customer’s world… …not only in new
business!…

@HennaNiiranen
Content =
a piece of information
that helps
the customers
and the company
to reach their goals.
@HennaNiiranen

Different Levels of Content
Micro Content: Easy & cheap to produce
Short lifecycle, needs to be updated & optimized regularly
Driving traffic to your website
Examples: Ads, social media posts & polls, snippets/preview texts, images
Basic Content: ”Must have”, mid-level price to produce
Short or long lifecycle, needs to be updated & optimized regularly
Converting visitors into leads
Examples: Product descriptions, campaign landing pages, blogs, customer cases, webinars,
podcasts, short videos, calculators…
Long-Form Content: What makes you stand out ☺, mid to high price to produce
Long lifecycle, needs to be updated & optimized regularly (surprise!)
Converting visitors into leads
Examples: Pillar content (see p. 23), guides, studies, games, videos…
@HennaNiiranen

Different Levels of Content
Interactive Content
Games
Social media polls
Assesments
Calculators
Workbooks
Passive Content
Ads
Social media posts
Blogs
E-books & guides
Webinars
Interarctive content is more effective in lead generation: the
audience must actively do things. It pulls participants into a more
immersive storytelling around a brand.
Hacking Marketing, p. 168-169
@HennaNiiranen

@HennaNiiranen
https://www.forbes.com/sites/joeescobedo/2017/07/17/how-to-create-valuable-content-with-a-strong-voice-tips-from-shopify-buzzsumo-twg-tea/#2f3617164483
…eventually… or some
other strategic goal you
might have
…builds emotional & digital
connection and is easy and
fun to digest
…gives new (even personalized)
thoughts and answers directly
to customers’ questions on a
correct level
”Good” content?

Strategic Goals for the Content
Goals
Brand Awareness & Thought
Leadership
Customer Aquisition & Sales
Customer Retention & Loyalty
Employer Branding
Something else? ☺
KPIs
Sales
Cost-savings
Business growth
Customer acquisition cost
Customer lifecycle value
…
It’s not about how many people
read your blog.
@HennaNiiranen

What is the most important
strategic goal
you want to achieve
with content marketing?
Discuss with the person
next to you.
@HennaNiiranen

You must define a
strategic goal
for every piece of
content you produce.
@HennaNiiranen

@HennaNiiranen
https://www.campaignmonitor.com/resources/guides/2018-email-marketing-predictions/

What your customer is thinking along the way:
@HennaNiiranen
Never heard of it. I don’t care.
Ok, there might be something to it.
What happens if I don’t change anything?
Is this a right solution for me?
How others have coped with it?
How do I know if it’s worth of the money?
Who will I be working with?
How can I get even more out of it?
How to start in most efficient way?

Content suitable for different stages:
@HennaNiiranen
Short & ”provocative” blogs, PR & media,
mass events, studies of the industry
Blogs, webinars
Comparisons, webinars, round table events,
workbooks
Buyers guides, team presentations, calculators…
How-to’s, new features, user groups…
Casestories,pillarpages
Productinformation

Case Vainu.io:
@HennaNiiranen
Study of the industry: B2B Sales Trends 2019
https://blog.vainu.io/b2b-sales-trends-2019/
Blog: 5 Ways Artificial Intelligence Will Increase
Your Sales https://blog.vainu.io/artificial-
intelligence-increase-your-sales/
Comparison: Sales Prospecting Tools
https://blog.vainu.io/sales-prospecting-tools/
Case story: Gigantti increased B2B sales
revenue by more than 20 %
https://customers.vainu.io/case-study/gigantti/
Guide: How to use Vainu in Logistics & Transportation
https://blog.vainu.io/how-to-prospect-new-better-
leads-in-logistics-and-transportation/
Casestories,pillarpages
Productinformation

Almost*) The Real Life Example:
Leadership as a Service
Stage What the customer is thinking Content on the website Supporting content
Awareness Never heard of it. I don’t care. Blog: ”The way you are leading your
people is not working anymore”
CTA: Read the next blog
Promoted & organic content
on social media 
Engagement Ok, there might be something to it.
What happens if I don’t change
anything?
Blog: ”Why to serve your employees
better that the customers?”
CTA: Interested? Get our newsletter
Retargeting on Google &
social media 
Discovery Is this a right solution for me?
Case story: ”Dista made their team
happier by utilizing LaaS”
Newsletter 
Purchase How do I know if it’s worth of the
money?
Blog: ”3 real life examples of LaaS
online shops”
CTA: Book a demo
Landing page to book a
demo
(spin off to sales process)
Retention How can I get even more out of it?
Blog: ”How to launch new services in
LaaS?”
CTA: Contact our team to get an
efficient workshop to brainstorm on
new services
Landing page in Integrata
online shop to order the
workshop
@HennaNiiranen
*) Still working on it ;)

Think about your
service/product.
What would the “content
stack” look like on your
customers’ journey?
Brainstorm for 10
minutes and get some
refreshments.
@HennaNiiranen

Think about your product/service
you want to promote. Can you fill this in?
Stage What the customer is thinking
Content on the website
(content format & headline)
Call to action – what do you want
the reader to do next?
Awareness Never heard of it. I don’t care.
Engagement
Ok, there might be something to it.
What happens if I don’t change anything?
Discovery
Is this a right solution for me?
Purchase
How do I know if it’s worth of the money?
Retention
How can I get even more out of it?
@HennaNiiranen

The Rules You Must Obey ☺
Every piece of content has a clear business goal
Every piece of content has a clear target group (google ”buyer persona”)
Do not try to save the world with one blog post
Every piece of content fits on the customers journey but only ONE stage at a time
Exceptions: Case stories, long form content, & pillar pages
Every piece of content has a clear call to action (CTA)
Read next blog, subsrcibe to newsletter, contact sales…
Every piece of content is promoted – even 80/20
Every piece of content has been and WILL BE optimized regularly
Finally: You must monitor the ROI of content marketing. How much
revenue it generates and how much did you put effort on producing it?
@HennaNiiranen

Case Stories, Pillar Pages,
& Long Form Content
Case Stories
It’s all about you, but still it’s not about you –
don’t repeat your company or product’s
name
Tell the success story of your customer:
what was the change they achieved? What
were the results? Can you show numbers?
People love people: Bring them out, both
your team & customer’s
Pillar Pages
A set of content that link together with
interlinks
Builds the relevance of keywords in Google
Helps the users to navigate around the
same topic
https://blog.hubspot.com/marketing/what-
is-a-pillar-page
Long form content
Dowloadable guides are history ☺ You need
to hunt for the conversion with other
methods!
https://www.advanceb2b.com/thegrowthhu
b/the-mission-matrix-saas-go-to-market-
strategy
@HennaNiiranen

SEO 2019 - Top 5 Tips
How to Get Visibility in Google?
1. Quality over quantity, always!
“In 2019 you should increasingly ask yourself what your target group wants to know when
searching the web or what they want to cover with their search. The more you meet this need with
your content, the better your ranking chances will be.”  https://www.whostalkin.com/seo-trends-
2019/
2. Create topic clusters & pillar pages with interlinking, target to longtail
keywords
“Google found that one in five search queries on mobile devices are made through voice
commands, while more than half of all searches will be made via voice input by 2020 (they already
account for more than 40%).”  https://marketing.toolbox.com/articles/seo-2019-trends-to-watch-
for
3. Try to get the backlinks – but focus on quality!
4. Refresh your content on a regular basis so it’s more appealing to your
customers and Google
5. Optimize the site – it needs to be fast, flawless & support mobile
@HennaNiiranen

More to Read About SEO
https://medium.com/@advanceidea/seo-in-2019-8aa80e2405d9
https://medium.com/@iamShivaNaidu/5-seo-concepts-
entrepreneurs-should-implement-in-2018-2019-to-boost-google-
ranking-69bae05bd8a
https://www.whostalkin.com/seo-trends-2019/
https://blog.hubspot.com/marketing/what-is-a-pillar-page
https://marketing.toolbox.com/articles/seo-2019-trends-to-
watch-for
Google ”SEO 2019” ☺
@HennaNiiranen

Build Your Network
These People Will Help You (If I’m too Busy, haha)
Strategy & Transformation: Samuli
Hokkanen (Crasman) & Päivi Talonen
Small Business Marketing with 0€
Budget: Markus Koskinen (Asua), Jarkko
Kurvinen
Wordpress for small businesses:
Janne Gylling (Moretag)
Wordpress & integrations: Katja
Vilkamo (Frantic)
B2C & Growth Hacking: Antton Ikola
(Columbia Road)
B2B, Content Strategy & Content:
Kati Keronen (Valoria), Mira Oiva
(Differo)
Marketing & Sales Automation,
Chatbots: Mikko Seppä (AdvanceB2B),
Jani Aaltonen (Sales Communications)
Social Selling: Sani Leino
B2B Influencer Marketing: Laura
Pääkkönen (Bonfire)
SEO & SEM: Mikko Piippo (Hopkins), Ivo
Oksman (Kiva Helsinki)
Brand Identity & Graphics for Small
Businesses: Canva.com 🤣, Pasi
Tuomaala
Connect with them on LinkedIn & send
them my best ;)
@HennaNiiranen

Checklist
This is BTW a great
example of content
marketing ;)
Top 1 in Google for ”What is
Valuable Content”, even if it’s
”already” 2 yrs old
https://contentmarketinginstit
ute.com/2016/09/checklist-
valuable-content/

“Marketers must now own the complete
journey of the customer lifecycle, not just
think about cherry-picking touchpoints
along the way.
The end goal is no longer to simply
convert a lead into a customer.
It’s about maximizing the lifetime value of
loyal customers who will come back again
and again.”
@HennaNiiranen

More Inspiration
@HennaNiiranen

So how was it?
One new thing you
learned this evening?
@HennaNiiranen

integrata.fi
Let’s Be in Touch!
Henna
050 4860 775
henna.niiranen@integrata.fi

Content Marketing for Meaningful Growth

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