This document discusses content strategy for B2B companies. It emphasizes focusing content on customer needs rather than just products/services. Most website resources go to design/tech instead of useful content. The strategy involves identifying key customer groups, their questions/problems, and influential online discussions. It recommends using different internet channels like social media to engage customers and provide ideas/trends to establish expertise. An effective process plans content paths to keep customers engaged across the web over time through workshops, execution, evaluation, and duplication for other groups. Companies can improve existing sites and boost their opinion leader role through article campaigns planned by content strategists.

1. Content Strategy for B2B
companies
2.10.2012

2. Content Strategy in brief
Web pages are usually planned from
companies perspective
This is not the right way since people do
not search for these things – they try to
find answers and interesting visions for
their interest areas.

3. The experience?
Like visiting a grocery store!

4. Content Strategy in brief
Products Services Contact Contact
Main
Trend
Idea
Solution
Problem
The way we now offer The way strategic
the content content works

5. Content Strategy in brief
More than 90 % of resources in web page
projects are spent in graphic design and
technical system, even though people
navigate in web searching for the
content!

6. Content Strategy in brief
Especially in B2B, where we try to
impress our customers and potentials that
we are the right company to do business
with, we need to give then more than
products and services.
We need to give them ideas, trends,
visions, opinions

7. Critical questions
1. Who are the most important focus
groups from the company’s
perspective?

8. Critical questions
2. Where are the most influential
discussions going on in the web where
opinion leaders are?

9. Critical questions
3. Where from the customers come to the
site? What kind of questions or problems
do they have that we can offer answers?

10. Critical questions
4. What information do they search for /
why would they come to the company’s
site?

11. Critical questions
5. How we keep them coming to our site?
i.e. what is the process for planning
interesting content for them?

12. Critical questions
6. What internet channels you use at the
moment? Own site, Linkedin, Facebook,
Slideshare, Youtube, Twitter? How we
use these all to serve the most important
focus groups / customer groups?

13. Steps
1. Planning a content path and the way to
measure it for the most important
customers / focus groups (not just to
company’s own site, but along the internet)
2. The process can be done eventhough a new
site has been opened
3. Differo fasilitates the creation = workshop
4. Execution
5. Evaluation
6. The company can duplicate the process for
other focus groups / or Differo can help as
well

14. Ideas
1. Differo can also go through the new site and
give analysis how it can be improved from
the perspective of customers
2. Differo can plan ’an article campaign’ to
boost company’s role as an opinion leader
3. Differo can plan the process for creating
interesting content for the focus group

15. Interested?
Contact
Katri Tanni, CEO Differo Ltd.
+ 358 44 5928330
katri.tanni@differo.fi
www.differo.fi