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Email Marketing Evovled: Content Marketing – Win new customers by helping them buy | Hägvall & Sjöman

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Email Marketing Evovled: Content Marketing – Win new customers by helping them buy | Hägvall & Sjöman

  1. 1. Content Marketing Win new customers by helping them buy Malin Sjöman - @MalinSjoman Founder & Marketing Consultant Hägvall & Sjöman
  2. 2. WARNING! Very strong currents!
  3. 3. Traditional marketing Image courtesy of stockimages - FreeDigitalPhotos.net
  4. 4. Outbound marketing Image courtesy of stockimages - FreeDigitalPhotos.net
  5. 5. Inbound marketing Image courtesy of Danilo Rizzuti - FreeDigitalPhotos.net
  6. 6. Power of attraction Image courtesy of Danilo Rizzuti - FreeDigitalPhotos.net
  7. 7. Content Marketing To help our customers through their buying process by continuously offering packaged knowledge and inspiration – content – of value to them, with the goal to win their interest, their confidence and in the end their business.
  8. 8. 2014 B2B Content Marketing Trends & B2C Content Marketing Trends — North America Content Marketing Institute/MarketingProfs 90%
  9. 9. 2014 B2B Content Marketing Trends & B2C Content Marketing Trends — North America Content Marketing Institute/MarketingProfs
  10. 10. 2014 B2B Content Marketing Trends & B2C Content Marketing Trends — North America Content Marketing Institute/MarketingProfs
  11. 11. Content Marketing in 7 steps
  12. 12. 1. Understand your customer
  13. 13. Persona
  14. 14. Beyond demographics
  15. 15. 2. Define a theme
  16. 16. Customer challenge SecMaker The healthcare sector struggles with balancing maximum patienty safety with a flexible and user-friendly working environment for healthcare staff as a foundation for good care. Solution SecMaker helps the healthcare sector to address the challenges by offering simple and secure log-in to the IT-environment with smart cards.
  17. 17. PostNord
  18. 18. Oriflame
  19. 19. A common theme
  20. 20. Build your story
  21. 21. Image courtesy of Ohmega1982 at FreeDigitalPhoto.net B2B sales start with a problem
  22. 22. Our IT security solution is based on the security standard PKI and PKCS #11. It makes it easy to integrate in all types of applications and IT-environments. You avoid customized development, save cost and can get started almost immediately. I am deeply concerned about the current debate regarding lack of good patient security at our hospital but I don’t really know what to do about it. Our employees are already very stressed out as it is... THE PRODUCT MARKETER THE MEDICAL DIRECTOR
  23. 23. Follow the buying process Educational, reflective content, confirming the need for change Solution- and product-oriented content, confirming us as the strongest alternative Inspirational, educational content, introducing solutions and opportunities
  24. 24. • Filmanalogi: – Synopsis för hela filmen – Olika avsnitt – Olika scener • Regissören
  25. 25. Picture: Flickr, M Car, CC BY-ND 2.0 Content audit
  26. 26. Content audit Realizing need for change Decision to change Identify solutions/ vendors Selection solutions / vendors Final decision Persona 1. Persona 2. Persona 3.
  27. 27. Package your story Background Of Many Colorful Glass Bottles" by Sira Anamwong
  28. 28. 88% 78% 76% 72% 72% 65% 61% 41% 39% 31% 30% 40% 46% 43% 37% 28% 37% 39% 23% 30% 87% 81% 80% 76% 73% 76% 68% 73% 63% 64% 62% 51% 38% 40% 38% 44% 35% 28% 34% 27% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% B2C B2B To package a story 2014 B2B Content Marketing Trends & B2C Content Marketing Trends — North America Content Marketing Institute/MarketingProfs
  29. 29. Picture: Flickr, lydia_shiningbrightly, CC BY 2.0 Content recycling
  30. 30. Shortbread. So clever! One dough can be the basis for many different kinds of cookies.
  31. 31. Symsoft
  32. 32. Granngården
  33. 33. Share your content
  34. 34. Share your content Blog Newsletter Press room Social media Ads, banners, PPC Marketing automation Personal email Events & meetings Company website
  35. 35. Measure and evaluate
  36. 36. Content Marketing in 7 steps 7. Measure and evaluate 4. Content audit 3. Build your story 5. Package content 6. Share content 1. Understand buyers and process 2. Select theme
  37. 37. www.hagvallsjoman.se/blog Malin Sjöman www.slideshare.net/MalinSjoman malin@hagvallsjoman.se linkedin.com/in/malinsjoman @malinsjoman

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