Content marketing equips buyers with the knowledge to make better-informed decisions. It is based on onversations and storytelling instead of pushing one message for the world. The content is compelling and interesting for a targetted customer segments, taking into consideration this segments world view.

1. What is Content
Marketing?
Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

2. Content Marketing
Content marketing equips
buyers with the knowledge
to make better‐informed
decisions.
The thinking behind it:
Central to content marketing is the belief that if businesses
deliver consistent, helpful information to buyers at the right
time, then prospects will ultimately reward the company with
their purchase and loyalty.
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

3. What isContent Marketing?
Content is the reason
people go to your site
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

4. Give your customers the content
they want…
…not what YOU think they need!
Picture Dan Zarella
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

5. Why is Content Marketing important?
Average person is exposed to
5.000 ads / offers per day
Buyers have tuned out marketing
Picture by Scholz&Friends Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

6. Think of an Art Gallery
Where is the Art?
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

7. People come to see art,
not empty frames or empty walls
Content is the reason
people go to your site
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

8. Content Marketing Fundamentals 1
Shift thinking from marketer to publisher
1. Define a critical group of buyers
2. Determine what info prospects really need
3. Determine how prospects want to receive
info
4. Deliver info for maximum impact on goals
5. Measure and recalibrate
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

9. Content Marketing Fundamentals 2
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

10. Content Marketing Fundamentals 3
World views!
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

11. Content Marketing Fundamentals 3
1. Consider the worldview of
your target customer group
2. Tell a compelling story
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

12. Content Marketing Fundamentals 5
Age is no longer a key indicator ‐
areas of interests are!
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

13. Content Marketing im B2B
 Companies don‘t have conversations, PEOPLE have!
 B2B is usually about niche problem solving –
problems are best solved in teams with many
different experts contributing
 “niche” CONVERSATIONS
 Problem solving requires trust  RELATIONSHIPS
 1:1 Marketing was a buzzword of B2B  n:n
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

14. Content Marketing im B2B
 PEOPLE
 niche CONVERSATIONS
 RELATIONSHIPS
 n:n
→ Social Media Chanels
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

15. New Technologies in B2B Markets
thus we
have to
change how
we do
things...
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

16. An Idealized Technology Product
Lifecycle
Marketsize
Innovators Early Early Late Time
Laggards
2,5% Adopters Majority Majority 16%
13,5% 34% 34%
Moore; Crossing the Chasm Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

17. Adopter Categorization on the Basis
of Innovativeness
Pragmatists:
Stick with the herd!
Marketsize
Conservatives:
Hold on!
Visionaries: Skeptics:
Techies:Get ahead! No way!
Try it!
Time
Innovators Early Early Late Laggards
Adopters Majority Majority
Moore; Crossing the Chasm Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

18. Mainstream Behaviour
number of adoptions
Noncumulative
Increasingly
conforming
behaviour
Innovators Early Early Late Laggards Time
Adopters Majority Majority
Hillmer, Technology Acceptance in Mechatronics, 2009.
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

19. Individualistic Behaviour
number of adoptions
Noncumulative
Increasingly
individualistic
behaviour
Innovators Early Early Late Laggards Time
Adopters Majority Majority
Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

20. Σ Content Marketing
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

21. Σ Content Marketing
„Once upon a time…“
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011