1.
Four things that B2B brands can
learn from B2C

2.
Four thingsB2B can learn from B2C

3.
One
Embracing influencer
marketing

4.
242%Increase in organic sessions, Q1 2019 v 2016

5.
Brand ambassadors

6.
Two
Building an online
community

7.
Reddit interest over time

8.
• Write over 1,500 words
• Tell a story
• Offer tips and advice
• Share industry insights

9.
Three
Personalised content

10.
32%Increase in conversion rate, Q1 2019 vs 2017

11.
1. Identifying behaviour-based user personas
2. Personalised emails based on browsing history
3. Remarketing ads based on pages viewed
4. Changing Calls To Action based on audience types
Personalised experiences

12.
High value, mission
critical customers
High-touch accounts with
significant growth potential
Programmatic campaigns
across a group of accounts in
common industries
ABM approach

13.
Four
Write content
for humans

14.
We exist to be a sandbox of
challenging exploration
where we unapologetically
push boundaries and
explore our world.
“
“

15.
Search
1. Write for search intent, not keywords
2. Appeal to your reader’s emotions and objectives
3. Display expertise, authority and trust

16.
1. Define clear tone of voice & audience personas
2. Revised & merged old articles to fit the new strategy
3. Removed 58% of content that didn’t meet our new standards
4. Top 10 articles saw a 98% organic traffic uplift, 29% increase in leads
Revamping editorial content

17.
Summary
1. Embrace influencer marketing
2. Build an online community
3. Personalised content for different personas
4. Write content for humans

18.
Consultancy
Design & Build
Digital Marketing

19.
for brands with ambition.
Strategies, technologies & campaigns