The document outlines content marketing programs and provides examples of content types and case studies. It discusses creating content both for business-to-consumer (B2C) and business-to-business (B2B) contexts. Content should support awareness, engagement, acquisition, retention, and advocacy. B2C content provides value and conversation for customers. B2B content uses inbound marketing to attract prospects and move buyers through the sales process by solving problems. Case studies demonstrate effective use of social media, websites, blogs, and multi-channel strategies.

1. Content Marketing Programmes Keith Feighery

2. Outline Overview of Content Marketing Programmes Case Studies of Content Types Purpose of your Content Relevant Integrated B2C and B2B Case Studies

3. Types of Content

4. Website

5. Blogs

6. Social

7. Professional Networks

8. Ads & SERPs

9. Display Ads

10. Email

11. Video

12. Photos

13. Docs & PPTs

14. Summary of Content Types

15. Content types The content and digital media on your Web site , blog other content managed systems, partner sites etc.. Facebook fan pages and posts Tweets , status updates E-mail newsletters Blog posts, reader comments and reactions Whitepapers, case studies, w ebinars , podcasts Videos, demos & presentations Product/service reviews Forums Articles and other intellectual property or knowledge sharing –professional contributions etc.

16. Who Creates this content?

17. Who creates the content Internally Find employees who are knowledgeable and want to write Re-purpose content that has been created over time for different media Partners, customers and third party experts Publish whitepapers, webinars, eBooks, articles etc…with partners Customers If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc.. You can allow customers to make product recommendations – crowdsourcing

18. Purpose of Content Marketing

19. Content Marketing Should Support and Accelerate the following: Create Awareness of Products/Services Customer/Prospect Engagement Customer Acquisition Customer Retention Customer Advocacy

21. B2C Content Marketing Programmes Keith Feighery

22. B2C Content Programmes Provide valuable information, content, entertainment to your prospects and customers Create an ongoing conversation with them where possibe Address wider customer needs – beyond what your product/service does Give them what they want i.e. deals/discounts/extended service, engagement etc.. Create awareness of products, services, organisation, people Be transparent in terms of customer service, company information etc.. Actively seek network effects and customer validations

23. Business to Consumer Case Studies

24. Content Marketing using Facebook

25. Bars - Facebook

26. D4Hotels.ie

27. Wright Venue – Like Us

28. Wright Venue Wall

29. Dublin Simon Community

30. Non-Profits Leveraging Facebook (Some before and afters)

31. Irish Wildlife Trust - Before

32. Irish Wildlife Trust - Now

33. Breast Cancer Ireland - Before

34. Breas Cancer Ireland - Now

35. Barnardos - Before

36. Barnardos - Now

37. Trocaire – Before

38. Trocaire - Now

39. Irish Cancer Society

40. Multi-Channel Case Studies

41. Kogi BBQ

42. BlendTec

43. HostelWorld

44. Hairybaby

45. Dazzledust

46. The Good Mood Food Blog

47. C-Mon & Kypksi

48. Greater Manchester Police

49. Mayo Clinic

50. B2B Online Marketing

51. B2B Inbound Marketing

52. Attraction Marketing Inbound Marketing with intent – pull marketing versus push marketing Using your content to build engagement with purpose, targeted at your specific audience When you create content that pulls prospects, you are differentiating your brand Customers recognise the value and follow trail back to your base (website) to engage with you To ensure this works – create contagious content Your content will move buyers along in their buying process to become a live sales opportunity in time

53. Problem : In B2B Sales The Internet has disintermediated the sales process

54. The solution

55. Key Rules for Marketing Online Develop Buyer Personas Understand your prospects, based on who they are, how they behave, and where they interact in the sales cycle Align content with buyers Determine what types of information your prospects will need, based on who they are, how they behave and where they are in their buying process Consistency across channels Leverage as many channels as possible to get your message out – and keep messages consistent Let experts do the talking Solve problems – find experts & partners who can articulate and discuss problems and solutions

56. The 7 Key Rules for Connected Marketer Multi-channel distributions Buyers have different preferences for consuming information – you need to make sure content is accessible from all these channels (Blogs, website, rss, twitter, facebook, business portals) Get Connected Make yourself a valuable resource for your prospects and connect with them on every relevant platform

57. The Sales Funnel

61. Buyer Cycle Intelligence

62. Buyer Cycle Intelligence Characteristics of best customers Who typically buys from you, who are least demading customers, characteristics of easily and profitable closed sales Understanding the “Buyer Journey” Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..) How can you identify if a prospect has stalled Lead Qualification What are the specific characteristics of a marketing qualified lead What MQL (marekting qualified leads) typically convert What are the characteristics of leads that typcially need to go through a nurturing programme

63. Relevant B2B Content

64. B2B Case Studies

65. Hubspot

66. American Express