Content marketing for better business
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This is a presentation I held today for a group of executives that are participating in the West Swede Chamber of Commerce's Exec-program. Study and enjoy!
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Content marketing for better business
- 1. Smart online communication Content marketing for better business Västsvenska Handelskammaren at Travel Service AB February 2, 2017
- 2. Content Marketing for Business-to-Business • Introduction around the table • Short presentation of Skapa • Content marketing overview with a few examples • Strategies for social media and online communication • Conclusion
- 3. 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!
- 4. 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 at IHM Business School, Stockholm School of Economics, West Sweden Chamber of Commerce, Norwegian- Swedish Chamber of Commerce and Carthage College USA.
- 7. 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
- 8. Attract: New business and develop loyalty by delivering: Relevant and updated content that meets the customers’ : Needs, challenges and questions Content Marketing and Social Media are Perfect for B2B
- 9. Greencarrier’s Knowledge Blog • Build brand and strengthen brand awareness • Content marketing in multiple channels • Concept, design and development of websites for blog and for each business area • Extensive contacts database • Developed in WordPress. Responsive. • blog.greencarrier.com • freightservices.greencarrier.com • lineragency.greencarrier.com • greencarriergroup.com • Google examples: Advantages of air freight, air vs sea freight, container train solution or container rain.
- 10. Volvo Penta Nordic & Baltic Blog for Professional Users • Blog for Volvo Penta’s Industrial and Professional Marine customers • Knowledge blog to attract highly valuable visitors • Convert visitors into leads • Concept, design & development of a modern blog- website with responsive design in WordPress • Content marketing: Article creation with knowledge articles, customer stories, profile in focus (dealers, employees), etc. • nordicblog.volvopenta.com • Facebook, Instagram
- 11. Relevant Content Attracts Visitors that Become Leads Visitors Customers Inspiration / Customer needs Brand building / Company Offer / Products / Services
- 12. Investing in Content vs. Spending on Ads & Campaigns TimeAds & campaigns Content Marketing value
- 13. Customer Magazines Relevant Content can Feed Multiple Channels CONTENT Sales Material Website Blog Email- Marketing Social Media Employer Branding Press
- 14. 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
- 16. ”Facebook? – Aber nein, we are not that kind of a company!”
- 18. • What if someone writes something negative about our products? • What if our competitors may learn something! • We can only create one update per quarter – maximum! • What do the sales people tell the customer if everything has already been published? • No one else in our industry does it • The dealers don’t like that we have direct contact with the end customers. A few objections to using social media
- 20. LinkedIn: • 467 million acquired users in 220 countries • Owns Slideshare • 3.6 billion USD in 2015 Twitter: • 317 million monthly active users • 500 million tweets per day • 2,4 billion USD in 2015 YouTube: • More than 1 billion active users • 1,2 billion shows per day • >100 h video uploaded/minute • 6 billion hours shown / month • 100% owned by Google Facebook: • 1.2 billion daily active users • 1.1 billion daily active mobile users • 18 billion USD 2015
- 22. COMPETITORS EDITORIAL CALENDAR SEARCH OPTMIZATION POLICIES & GUIDELINES SOCIAL MEDIA BUSINESSES SEGMENTS E-COMMERCE RESOURCES CHANNELS PERSONALITY & TONE ONLINE STRATEGIES METRICS RISKS BRAND TACTICS & PLANS PERSONAS KPIs COUNTRIES MARKETS GOALS VISION & TARGET WORK PROCESSES ORGANIZATION CONTENT GOVERNANCE NEEDS & CHALLENGES TARGET GROUPS
- 23. • 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 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
- 24. 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.