This document discusses content marketing and provides a 7-step process for implementing an effective content marketing strategy. The steps include understanding customers and their buying process, defining a theme for the content, building the content story around that theme, packaging the content into different formats, sharing the content through various channels, and measuring the results. The goal of content marketing is to help customers through their buying process by providing valuable and relevant content.

1. Content Marketing
Win new customers by helping them buy
Malin Sjöman - @MalinSjoman
Founder & Marketing Consultant Hägvall & Sjöman

2. WARNING! Very strong currents!

3. Traditional marketing
Image courtesy of stockimages - FreeDigitalPhotos.net

4. Outbound marketing
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5. Inbound marketing
Image courtesy of Danilo Rizzuti - FreeDigitalPhotos.net

6. Power of attraction
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8. Content Marketing
To help our customers through their buying
process by continuously offering packaged
knowledge and inspiration – content – of value
to them, with the goal to win their interest, their
confidence and in the end their business.

10. 2014 B2B Content Marketing Trends & B2C Content Marketing Trends — North America
Content Marketing Institute/MarketingProfs
90%

11. 2014 B2B Content Marketing Trends & B2C Content Marketing Trends — North America
Content Marketing Institute/MarketingProfs

13. 2014 B2B Content Marketing Trends & B2C Content Marketing Trends — North America
Content Marketing Institute/MarketingProfs

14. Content Marketing in 7 steps

15. 1. Understand your customer

16. Persona

17. Beyond demographics

19. 2. Define a theme

20. Customer challenge
SecMaker
The healthcare sector struggles with balancing maximum patienty safety
with a flexible and user-friendly working environment for healthcare staff
as a foundation for good care.
Solution
SecMaker helps the healthcare sector to address the challenges by
offering simple and secure log-in to the IT-environment with smart cards.

21. PostNord

22. Oriflame

23. A common theme

24. Build your story

25. Image courtesy of Ohmega1982 at FreeDigitalPhoto.net
B2B sales start with a problem

26. Our IT security solution is based on the
security standard PKI and PKCS #11.
It makes it easy to integrate in all types of
applications and IT-environments.
You avoid customized development, save cost
and can get started almost immediately.
I am deeply concerned about the
current debate regarding lack of good
patient security at our hospital but I
don’t really know what to do about it.
Our employees are already very
stressed out as it is...
THE PRODUCT MARKETER THE MEDICAL DIRECTOR

27. Follow the buying process
Educational, reflective
content, confirming the
need for change
Solution- and product-oriented
content,
confirming us as the
strongest alternative
Inspirational, educational
content, introducing
solutions and opportunities

28. • Filmanalogi:
– Synopsis för hela filmen
– Olika avsnitt
– Olika scener
• Regissören

30. Picture: Flickr, M Car, CC BY-ND 2.0
Content audit

31. Content audit
Realizing need
for change
Decision to
change
Identify
solutions/
vendors
Selection
solutions /
vendors
Final
decision
Persona 1.
Persona 2.
Persona 3.

32. Package your story
Background Of Many Colorful Glass Bottles" by Sira Anamwong

33. 88%
78%
76%
72% 72%
65%
61%
41%
39%
31% 30%
40%
46% 43%
37%
28%
37% 39%
23%
30%
87%
81% 80%
76%
73%
76%
68%
73%
63% 64%
62%
51%
38%
40% 38%
44%
35%
28%
34%
27%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
B2C B2B To package a story
2014 B2B Content Marketing Trends & B2C Content Marketing Trends — North America
Content Marketing Institute/MarketingProfs

35. Picture: Flickr, lydia_shiningbrightly, CC BY 2.0
Content recycling

36. Shortbread. So clever! One dough can be the basis
for many different kinds of cookies.

37. Symsoft

38. Granngården

39. Share your content

40. Share your content
Blog
Newsletter
Press room Social media
Ads,
banners,
PPC
Marketing
automation
Personal
email
Events &
meetings
Company
website

41. Measure and evaluate

42. Content Marketing in 7 steps
7.
Measure and
evaluate
4.
Content audit
3.
Build your story
5.
Package content
6.
Share content
1.
Understand buyers
and process
2.
Select theme

43. www.hagvallsjoman.se/blog
Malin Sjöman
www.slideshare.net/MalinSjoman
malin@hagvallsjoman.se
linkedin.com/in/malinsjoman
@malinsjoman