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Innovation Applied to B2B Content Marketing

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Veronique Lafargue, Google

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Innovation Applied to B2B Content Marketing

  1. 1. @newscred Innovation Applied to B2B Content Marketing Veronique Lafargue, Global Head of Content Strategy, Google
  2. 2. Google recipe for innovation applied to B2B content marketing Veronique Lafargue, Global Head of Content, Google Apps for Work
  3. 3. Know the user
  4. 4. Anywhere, anytime
  5. 5. Do not delegate empathy
  6. 6. An emotional journey Anxious, suspicious Happy, proud Needing Budgeting Comparing Testing Deploying “We’re lost at first in having to choose a vendor. We have to search. It is tiresome, laborious. It is often a win or lose situation” “We are always suspicious” “Finally, we have to help people be successful – to adopt the new tools”
  7. 7. Test everything
  8. 8. “It seems for small businesses. For it to talk to me it would have had to be more of an office atmosphere.”
  9. 9. Details make a big difference “This is it! This is what some people do and they can get a lot from Google Apps.”
  10. 10. ●  Don’t delegate empathy ●  Acknowledge emotions ●  Pay attention to details Proprietary + Confidential Know the user
  11. 11. Think 10x
  12. 12. 10x Your creative time
  13. 13. Higher engagement
  14. 14. 10x Your impact: Discover your superpower
  15. 15. ●  Make time for creativity ●  Be an internal evangelist Think 10x
  16. 16. Prototype
  17. 17. Prototype Nobody likes to fail but everyone likes to learn
  18. 18. Know the user - Think 10X - Prototype
  19. 19. Thank you! Veronique Lafargue, Global Head of Content, Google Apps for Work
  20. 20. @newscred MASTER CONTENT MARKETING WITH #ThinkContent University Get over six hours of premium content free with promo code: TCSummit16* Regularly $895; expires June 17, 2016 insights.newscred.com/thinkcontent-u

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