ContentMarketing – Frommonologue todialogue              How to fuel your              conversations?
Why contentmarketing?
Everything isconnected
Mass marketingis dead
The customer is incontrol, period!
Mass individualisation– Network economy
No B2C & no B2B butHuman2HumanIt’s all about people
True value add comesfrom experiences
Power of theinternet!
SocialLocalMobile
InformationOverload
Markets areconversations
Marketing has changed       7 P’s versus 7 C’s       Physical   -   Connected        Product   -   Collaborative          ...
Content MarketingFrom push to pullWith the proper intentions deliverrelevant, meaningful, and valuableknowledge & informat...
Intent counts more thantechnique Practice getting connected with your intent so it becomes who you are, not what you say o...
How to start yourconversations?                        Listen    Interaction                       Dialogue               ...
Roadmap Content Marketing1    Planning &   2      Content       3   Conversation                                          ...
Planning & Conversion Strategy                                                             Communication Framework   Conve...
Conversion Objectives                                                        •   Understand DMU, increase involvement and ...
Communication Framework                                    What are her biggest                                    frustra...
Content Development & DistributionCold contact                                                            Warm contact    ...
Content FeaturesEncouraging interaction, build a movement so that people                      take action• Functional   – ...
Types of contentInteraction                                                             Enagement    Pull                 ...
Create content worth sharing                 SUCCESS                 Credible          Concrete    Emotional    Unexpected...
Conversation ManagementContact    Stage     Audience   Digital    Communication   Content   Timing   ChannelsActivity   bu...
Content flowLink drip marketing toeach stage of the buyingjourney in order to builda flow of content.Drip marketing is aco...
Measurement• Content Marketing can be  used during the different  stages of a customer  contact strategy. Based  on the st...
Food for thought• Take the “everyone”  approach – every employee  can talk to customers• We must create a culture  of cont...
To concludeIn order to fuel your conversations:•   Be   personal•   Be   the answer•   Be   engaging•   Be   thankful to e...
CreditsIn order for me to develop this manifest Ihave used knowledge, experiences, andinformation from other content marke...
Pictures were found onJeff KubinaMichael StyneJobyOneAmanda Nicole BetleySteven DepoloLuc Viatour
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Content marketing

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Explaining a real life example of how we use content marketing for better conversion and qualified leads.

In September we launched a marketing campaign specific for the sector Trade (retail and wholesale). we developed a campaign together with an external agency and we started expeditiously with lots of enthousiasm. The purpose of the campaign was not to explain to customers and potential customers what we do, but rather how we do it. How we help organizations make the transition from analog to digital. The first results were not so bad but the campaign stagnated in mid-October. The conversion remained behind! Recognizable?

Together with the team we searched for a solution. How can we increase the conversion, how can we improve the interaction with contacts, how can we better align our messages to the needs of the target group and how can we distinguish ourselves from the competition. All questions & challenges that need to be resolved.

What content matches best with the customers intentions and his or her buying journey. Ultimately, we as a team quickly agreed content marketing is the key to a successful conversion and marketing campaign? In this presentation you can find some of the key findings and our learnings. If you have any questions or you want to discuss in detail please let us know.

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  • Foto: Luc Viatour
  • Foto: Amanda NicoleBetley
  • Foto: Steven Depolo
  • ListenDialogParticipationEngagementInteraction
  • What does the customerreally think and feel? What is the customer’s pain that brings her to you? Who really influences her and how? What does the customer gain by using your service? What are her biggest frustrations? What obstacles stand between her and what she wants or needs to achieve? Which risks might she fear taking? How does she measure success?Who do we see & hear?What is theirrole?What is theirmaturity?Structure to develop stories and contact activities4 ingredients for composing stories and contact activitiesDepending on DMU, objectives and stages in the funnel focus and approach can differ.The right mix and balance between Content / Context / Contacts.A continuous process of plan, do, check and act! Continuous measurement, learning and optimization
  • Welke boodschap via welke content via welke kanalen naar welke DMU en welke contactpersonen obv de juiste doelen en niveauWelke boodschap – communicatie raamwerkWelke content – soorten en kenmerken bewerkingWelke kanalen – alle online en offline plekken zoals (email, events, linkedin, twitter, blog)Welke DMU en contactpersoon – juiste doelgroep
  • Alle informerende activiteiten en contactmomenten integreren!
  • SimpleUnexpected (surprise)ConcreteCredibleEmotionalStoryShareable
  • Oplossing aanbieden om meerdere processen te ondersteunen zodat cross & upsell mogelijkheden ontstaan
  • Foto:JobyOne
  • Foto:JeffKubina
  • Content marketing

    1. 1. ContentMarketing – Frommonologue todialogue How to fuel your conversations?
    2. 2. Why contentmarketing?
    3. 3. Everything isconnected
    4. 4. Mass marketingis dead
    5. 5. The customer is incontrol, period!
    6. 6. Mass individualisation– Network economy
    7. 7. No B2C & no B2B butHuman2HumanIt’s all about people
    8. 8. True value add comesfrom experiences
    9. 9. Power of theinternet!
    10. 10. SocialLocalMobile
    11. 11. InformationOverload
    12. 12. Markets areconversations
    13. 13. Marketing has changed 7 P’s versus 7 C’s Physical - Connected Product - Collaborative Price - Customised Promotion - Conversations Place - Community People - Collective Process - Content
    14. 14. Content MarketingFrom push to pullWith the proper intentions deliverrelevant, meaningful, and valuableknowledge & information in order toattract and retain customers.Help customers succeed and build a storythat is worth sharing instead of pushingold school sales & marketing messages!
    15. 15. Intent counts more thantechnique Practice getting connected with your intent so it becomes who you are, not what you say or claim; so it communicates before you say a single word!
    16. 16. How to start yourconversations? Listen Interaction Dialogue Customer Engagement Participation
    17. 17. Roadmap Content Marketing1 Planning & 2 Content 3 Conversation Management, Conversion Development & Monitoring & Strategy Distribution Measurement• Conversion • Content features • Content flow – Drip Objectives • Types of content Marketing• Communication • Create content • Monitoring, Trackin Framework worth sharing g • Performance Measurement
    18. 18. Planning & Conversion Strategy Communication Framework Conversion ObjectivesSales/Marketing/Service: collaborate NOW! Awareness (knowledge) Suspect Level 1 Interest (knowledge / Prospect attitude) Level 2 +3 Desire (attitude) Lead Level 4 Action (behavior) Hot lead Level 5 Customer Satisfaction (attitude / behavior) Regular Customer
    19. 19. Conversion Objectives • Understand DMU, increase involvement and develop Level 1There is strong belief that things can and preferred positionshould be done differently. Individual is • A response of an individual who is interested in story orcurious and will look for information proposition reactive or proactiveIndividual understands the pain, comes • Inform and activate with relevant information retrieve Level 2 preferences / purchasing arguments. First step towardsinto action and will share information solutioninternally. Proof is increased to further • A serious meaningful interaction with an individual (phone /assist individuals with internal discussion email) of a qualified organizationIndividual together with DMU determines • Level 2 + individual shows clear interest in a product orthe scope of the solution. Is inspired byexternal information in order to select theright solution. Level 3 • service. Find the right solution Start proactive personal customer contact. The desired solution for the customer is offered • Level 3 + individual start the process to define requirementsPotential suppliers are eliminated basedon requirements and conditions andsuppliers selection is made Level 4 • and conditions of the overall solution Here the emphasis on contractual issues such as service, support, training, quality, implementation, price etcLatest barriers and doubts are removed • Level 5 Level 4 + individual has the responsibility and determinesand negotiating starts. Everyone in DMU budget and timeline of the purchaseis convinced of solution and selection is • The purchase decision is taken by an individual and DMUmade
    20. 20. Communication Framework What are her biggest frustrations?What does the customer What does the customer gainreally think and feel? by using your service? Structure: to • Think • Pain develop stories and • Feel • Benefits contact activities: • 4 ingredients for composing stories and contact Theme Solution activities • Depending on DMU, objectives and stages in the buying journey the focus and approach can differ. Product Industry • The right mix and balance between Content / Context / Contacts. • Say • Hear • Continuous • Do • See measurement, learn ing andWhat is their maturity? Who do they see & hear andWhat products do they what is their role? optimizationhave in place? Who really influences her and how?
    21. 21. Content Development & DistributionCold contact Warm contact Which Objectives –which level? channels? Which Where content? How Who Which Which DMU story? What and which contacts?
    22. 22. Content FeaturesEncouraging interaction, build a movement so that people take action• Functional – Knowledge and information sharing so that organizations understand why, when, where and how. What is NOT important it is all about the HOW. – Useful and relevant information which ensures that organizations survive in a complex digital world• Social – Passion to help customers succeed both online and offline – Pursue a common goal. Sharing knowledge, expertise and information is key (videos, webinars, tips and tricks, social media) – Mainly for process owners - the person is central• Emotional – Emphasize a positive change and transition. Utilize “this makes me happy” experience – Through intensive contact surprise organizations – Building trust & loyalty in organizations. We help!
    23. 23. Types of contentInteraction Enagement Pull • Community • Workshops Facilitate • Roundtable sessions • Training • Social Media Inform • Social Media • Internal • Service collaboration • Email • Telemarketing (Yammer, Jive • Newsletter • FAQ etc.) • Magazine • Calculators • Breakfast sessions • Online Marketing • Webinars • Networking • Leaflets • Audio • Co-creation • Website • Video • Joint Marketing • Direct Marketing • Cases (partners) • Blog • Whitepapers • Reference • Viral Marketing • “How to guides” checklist • Fable / Fact • Quiz/simulation • Trend & Analyst ReportsTransaction Push Communicate Personal remotely Communication
    24. 24. Create content worth sharing SUCCESS Credible Concrete Emotional Unexpected Story Simple Shareable
    25. 25. Conversation ManagementContact Stage Audience Digital Communication Content Timing ChannelsActivity buying (DMU) Body Framework Type process Language (Story)• Depending on response, reactions, conversions and feedback determine how often and how long stages continue to run.• Power of repetition + focus and balance frequency and speed• It is important to keep the dialogue warm and to increase the interaction• Via up- & cross sell scenario’s start customer lifecycle management.
    26. 26. Content flowLink drip marketing toeach stage of the buyingjourney in order to builda flow of content.Drip marketing is acommunication strategythat sends, or "drips,“messages to customers orprospects over time.
    27. 27. Measurement• Content Marketing can be used during the different stages of a customer contact strategy. Based on the stage of the buying journey a contact activity is arranged and shared. Each contact activity will be measured and monitored using different analytics tools• Objectives are defined and measured based on the stage of the buying journey.
    28. 28. Food for thought• Take the “everyone” approach – every employee can talk to customers• We must create a culture of content in order to find stories, identify customer concerns, product issues, barriers to sales, extract testimonials and hundreds of other content types.• Content ideas don’t live in the marketing department.
    29. 29. To concludeIn order to fuel your conversations:• Be personal• Be the answer• Be engaging• Be thankful to every customer
    30. 30. CreditsIn order for me to develop this manifest Ihave used knowledge, experiences, andinformation from other content marketingprofessionals. Thanks for all theinspiration!• Steven van Belleghem - @StevenVBe• Steve Woods - @stevewoods• Brian Solis - @briansolis• Rebecca Lieb - @lieblink• Brian Clark - @copyblogger• JP Rangaswami - @jobsworth• Koen de Witte - @kdewitte27
    31. 31. Pictures were found onJeff KubinaMichael StyneJobyOneAmanda Nicole BetleySteven DepoloLuc Viatour

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