We welcomed 19 students and three from the faculty of Carthage College in USA. This is the presentation I gave to the interested and inquisitive students.

1. Smart online communication
Content marketing for better business
Carthage College
at Skapa Digital Design
January 22, 2018

2. Content Marketing for Business-to-Business
• Introduction around the table
• Short presentation of Skapa (“Create” in
Swedish)
• Content marketing overview with a few
examples
• Strategies for social media and online
communication
• A few trends
• Conclusions

3. https://www.youtube.com/watch?v=oRIeytEXGhQ

4. Skapa – smart online communication
• Founded in 1996
• Mostly B2B customers with
international operations
• Focused on online communication
since the start
• Nine employees
• Working owners
• Located in cluster of export
industries in Gothenburg area

5. Skapa – Smart Online Communication
Communication and marketing
Online marketing is about understanding
the needs of your target groups and giving
them relevant content published in multiple
channels.
Web, technology and development
We build advanced and easy-to-use apps,
extranets, blogs and web based system
solutions that supply the data to the right
person at the right moment!

6. Presentation – Erik Ekholm, CEO
• CEO at Skapa
• Master of Science and Naval Architect at Chalmers
University of Technology
• Stena AB, Volvo Trucks, Emerson Process
Management
• Founded Skapa in 1996
• Specialized in online marketing for B2B operations
• Lecturer in online marketing for Carthage College
USA, IHM Business School, Stockholm School of
Economics, West Sweden Chamber of Commerce,
Norwegian-Swedish Chamber of Commerce.

7. The Skapa Team
Erik Ekholm
CEO
Lars Andersson
Chief Digital Strategist
Pierre Bendayan
Art Director
Kajsa Owenede
Copywriter
Joel Lundh
Solution Architect
Louise Sjöberg
Copywriter
Annika Ekholm
Marketing Manager
Emelie Dahl
Copywriter
Magnus Hauge
System Developer

8. We Love Business-to-Business…
*US owned companies

9. https://www.youtube.com/watch?v=odoYOuvwjDE

10. Challenges for B2B Sales & Marketing
• Identifying your potential customers
• Understanding the customers’ needs
• Attracting the customers
• Creating a relevant communication
• Building trust and confidence –
persistently
• Being top-of-mind when the
purchasing decision is made

11. Skapa’s Philosophy for
Successful Online Marketing

12. Attract:
New business and develop loyalty
by delivering:
Relevant and updated content
that meets the customers’ :
Needs, challenges and questions
Content Marketing is Perfect for B2B

13. The B2B Customer’s Purchasing Journey

14. Relevant Content Attracts Visitors that Become Leads
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services

15. Good Content is Appreciated by Google

16. A Few Examples of Content Marketing:
FlexLink Volvo Penta Elos Dental Greencarrier

17. • Greencarrier ”Top 8 advantages of air freight”
• Volvo Penta ”Volvo Penta powers loaders in the mining industry”
• FlexLink ”Safety engineering reduces risks and threats in
production”
• Elos Dental ”4 Challenges in Digital Dentistry (Part 3)”
• Elos Medtech ”IQ, OQ, PQ – A Validation Process in the Medtech
Industry”
Examples of articles for content marketing:

18. Customer
Magazines
Relevant Content can Feed Multiple Channels
CONTENT
Sales Material
Website
Blog
Email-
Marketing
Social Media
Employer
Branding
Press

19. Investing in Content vs. Spending on Ads & Campaigns
TimeAds & campaigns
Content
Marketing value

20. Process for Creating a Sustainable Content Flow:
• Editorial group
• Publishing plan
• Goals and achievements for article
(summary, target group, purpose,
conversion, keywords/phrases, author)
• Content production (research, interviews,
material, copywriting, review and approval)
• Optimal publishing on blog, social media,
newsletters, …
• Metrics analysis and follow-up

21. Social Media Strategies

23. LinkedIn:
• 500 million acquired
users in 220 countries
• 106 million monthly active
users
• Owns Slideshare
Twitter:
• Over 1 billion users
• 330 million monthly active
users
YouTube:
• Second most visited website
• 1,2 billion shows per day
• >400 h video uploaded/minute
• 1 billion hours shown / day
• 100% owned by Google
Facebook:
• 1.4 billion daily active users
• 1.2 billion daily active mobile
users
• 2.1 billion monthly active
users
https://en.wikipedia.org/wiki/List_of_virtual_communities_with_more_than_100_million_active_users
https://www.alexa.com/topsites

25. COMPETITORS
EDITORIAL
CALENDAR
SEARCH
OPTMIZATION
POLICIES &
GUIDELINES
SOCIAL MEDIA
BUSINESSES
SEGMENTS
E-COMMERCE
RESOURCES
CHANNELS
PERSONALITY
& TONE
CONTENT
STRATEGIES
METRICS
RISKS
BRAND
TACTICS &
PLANS
PERSONAS
KPIs
COUNTRIES
MARKETS
GOALS
VISION &
TARGET
WORK
PROCESSES
ORGANIZATION
CONTENT
GOVERNANCE
NEEDS &
CHALLENGES
TARGET
GROUPS

26. The ultimate goal of your online communication? Is it to:
• Increase brand awareness?
• Improve client engagement? Build confidence/trust?
• Improve customer support efficiency?
• Attract and retain key staff members
• Support sales with valuable leads
Anything that does not support your goal/goals, has no place in your strategy!
Strategy – define your goal

27. 10 tips to have in mind for content marketing:
1. Pinpoint the customers and
understand their needs and
challenges
2. Create compelling content that is
relevant for the audience
3. Build confidence over time by sharing
your knowledge
4. Be top-of-mind when the purchasing
decision is made
5. Use multichannel communication to
increase reach
6. Use social media to make Google
aware of your content
7. Use embedded YouTube-videos with
correlating headline and description
8. Adapt your communication to mobile
users (responsive, but also timing,
email, etc.)
9. Have a long-term perspective – it’s not
a campaign but a process
10. Inform and activate your sales team
for social selling (LinkedIn!)

28. A few trends…

29. • #Metoo
• Trump
• Putin
• Rocket man
• China’s global dominance
• Rising nationalism in Europe
• Brexit
• Syria, Iran, Turkey, …
• Threat of terrorism
Except for these influences…

30. • Authentic and relevant communication
• GDPR – General Data Protection Regulation
• AI, VR, AR and Bot communication
• Live video and 360-video
• Promoted posts increase most in online advertising
• Marketing automation
• Connectivity and Internet-of-Things (IoT)
Some general trends affecting digital marketing

31. https://newsroom.fb.com/news/2017/12/hard-questions-is-spending-time-on-social-media-bad-for-us/
Facebook pushes B2B brands to LinkedIn

32. Videos provide strong communication
Communication with emotion

33. Using a mistake for your marketing

34. Kids always create a smile…

35. • Develop your strategies
• Create compelling content for
blogs and social media
• Think Mobile First!
• Always consider Google
• Measure and follow up!
• Be persistent!
• Just do it!
Conclusion

36. Please stay in touch!
Erik Ekholm,
Skapa.se
Tel +46 31 3011151
erik.ekholm@skapa.se
twitter.com/erikekholm
facebook.com/erikekholm
se.linkedin.com/in/erikekholm

37. Copyright notice:
The information in this document may not, in part or in its entirety, be published, copied or distributed to
a third party, without the previous consent from Skapa Digital Design i Göteborg AB.