Mindmap van Lezing gegeven door Shimon Ben Ayoun tijdens Nyenrode Alumni VCV MarCom op 1 juli 2014. Onderwerp: Content management in het digitale tijdperk.

1. Content management
in het digitale tijdperk
op 1 juli 2014 door Shimon
Ben Ayoun, mindmap door
Alexis van Dam
Shimon Ben
Ayoun
CEO van http://www.spotonvision.com/
Founder B2B
Marketing Forum
Http://www.b2bmarketingforum.nl/
Create
perception
Big event Focus on b2b
Be first in Google
Build links to own site
Blog
Guest speakers
Create exposure
Thought leadership
Hand out an award
Born in
Israel
10 years in Netherlands
Loves
Biking
Running
Cooking
Consult
Test management
MarCom consultancy as freelancer
Hubspot
(Love stories)
What is it?
Inbound marketing
Newsletter
Blog articles
Content marketing
Whitepapers
Marketing automation provider
Content recycling
2007
Mike Volpe, Started to work for Hubspot
Started with
10 beta customers
5 people in company
Graduates of MIT
2-3 leads per day
Some money
Bring the word
out on our
product
No money for advertsing
Did not want to interrupt the target group
Help marketeers to do their job better
Not about hubspot
product/ technology
It is about THEM
Started
their blog
Teach topics
Website grader
Podcast
Video's
Blogs
Photo's
Slideshare
Wrote ebooks
2013
Blog: generated 1 mln
visitors a month
1600 articles
260 presentations
150 podcast
200 video
100 webinars
Developed assets
for company
Generate traffic
It is a media company
Creating assets for company
Result
Revenue: $77 mln
11000 customers
750 employees
Marketing
people love
400.000
660.000
65.000
As long as you create content
Create relevant content
Video
B2B marketeer
Business buy got complicated
B2B buyers do
more research
Website
Engage with peers before decision
Reading research papers
Thought leaders
Content is key
#1 whitepapers
60% have less time
Seeing is believing
Watch video
65% checks vendor
site after watching
Only 10% of sites is mobile friendly
Not all content
is great
Make it useful
Help them make a business case
Have you got the pulling power
Inbound marketing
Outbound
74% direct mail
71% email
72% event
Content
marketing
Need relevant content to use on LI
Definition: "Creating and distributing
relevant, valuable content to attract and
acquire and engage"
Age of
empowered
customer
B2B buyer journey SpotOnVision
Awareness Generate leads
Consideration
Steps
Research
Solution strategy
Decision What solution to buy
This all
happens
without sales
people
Hidden sales cycle
People searching for product
When you're not in short list - you
cannot reach them
Good content
marketing
Brand awareness
Relevant
Engaging
Help your target audience/ buyers
SpotOnVision:
Content
Marketing Cycle
Buyer
persona
Informational needs
Understand the buyer better
McKinsey marketing mails
New vision marketing buyer &
customer journey
Look at
Kees
Jan
Marlous
Not
CFO
CEO
CMO
...
Questions
Who are they?
What are their goals/ priorities?
Success factor?
What keeps me awake at night?
My info needs?
My buying/ decision process
Content mapping
How they make a decision
When to create what relevant
content to which buyer
Stages
1. Trigger
2. Research
3. Assess
4. Negotiate
5. Purchase
Content creation
Is it relevant to your buyer?
Is it unique?
Does it add value?
Does it make sense for you to
produce/ is it in your domain?
Can you actually create it easily?
Content
promotion
91%
85%
81%
73%
Content
marketing
metrics
3 out of 4 CEO's want marketeers to
become 100% ROI focussed
Show what they do in numbers
Report in numbers
Measure
Value
Reach
Conversion
VelocityConversion > customers
ReturnImpact on revenue's
Analysis
Leads generated
Business opportunity
How many deals closed due to content
Content recycling
Splitting it up
Whitepaper > webinar
Video > blogpost
Example
Long life of a survey
of whitepaper
1. Interview with authors
2. Press release
3. Summary of resultsSlideshare
4. Blog post about the survey in general
5. 1 article per chapter
6. Webinar about survey
Well designed
whitepaper: 10.000
euro's
Split up whitepaper
6 different ways to drive more ROI on
piece of content
Relevant
Companies always look for new content
Organisation
agenda
Move from Brand
Awareness to Thought
Leadership
Reputation
People think about the brand/ company
Buy from the experts
A brand is no longer what we tell what it is, it
is what people say to each other about it
(age of social media) - Scott Cook,
co-founder, Intuit
Who is the buyer?
What content should you develop for
the DMU in different stages
Meet Erna
Digital body language
Profile fit
Engagement fit
Ebook: startin with
content marketing
Http://bit.ly/1qN3DIT
Generated more then 2000 leads for us
It still generates content
Marketing automationLead nurturing
Communicate
effectiveness:
Lead nurturing
1: download ebook
2 email 2 weeks later after ebook, see webinar
3 visited webinar
4 which webpages she consumed
5 scores
behaviour
Ready to talk to sales
Warm call (not cold)
1st
conversation
The experts on content
marketing in Holland
I am talking to expert
Read ebook
Saw the webinar
Read articles
Emotional value of content
Enrich data of person
Use LinkedIn and
other sources
Buying journey
2 examples
B2B Volvo Trucks - Epic
Split, 73 mln views
Watch: http://youtu.be/M7FIvfx5J10
More results?Very costly to produce
99,9% are not relevant
Will it
blend iPad,
17 mln
views
Watch: http://youtu.be/lAl28d6tbko
More
results?
17 mln views: everyone is potential
customer of blenders
Part of a series
The blender guy is the CEO
Cheap video's
Engage with visitors
Ask people what they want
to see to blended
Ashes of iPhone blend on Ebay
How
Humour
Show product
Engagement
Relevancy
So
what's
next
Start with basic
Know your buyers and his/ her buyer journeys
Content is new currency
Quality
It inspired me
Don't invest if you plan
to do it once
Consistency
Continuity
Forrester Research: be customer obsessed and
adaptable to customer change will be there!
Mindmap
Lees tip
Begin vanuit het midden
Lees met de klok mee
Per tak van boven naar beneden
Links in de PDF zijn klikbaar
Gemaakt door
Http://www.alexisvandam.nl
LinkedIn profiel: http://bit.ly/avdam
Content Management in digitale tijdperk | Shimon Ben Ayoun | CEO SpotOnVision op 1 juli | Nyenrode Alumni VCV | Mindmap door Alexis van Dam | http://bit.ly/avdam