This document introduces content marketing and outlines its key aspects. Content marketing involves understanding customer needs and delivering compelling content related to products/services to drive profitable customer actions. It enables building trust and becoming a thought leader. The content marketing process includes creating editorial content, search engine optimization, and use of media. Content should come from an area of expertise and address customer pain points. Buyer personas help understand customers and their journeys from initial need through advocacy. The document outlines the eight stages of the customer journey and how to engage customers at each stage through helpful content.

1. Introducing
Content Marketing
Peter Boots
Lamb Weston 2013

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Content marketing
Content marketing is the art of understanding
exactly what your customers need to know in
every stage of the customer journey.
You give them a helping hand by delivering
compelling content that is related to your
product(s) or service(s).
With the objective of driving profitable
customer action.

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Content marketing
Enables you to:
- build a level of trust among customers
- become a thought leader
Key:
- it’s not about you, it’s about your customer
- it’s not advertising, it’s editorial
- it’s not outbound, it’s inbound
- it’s not one-size-fits-all, it’s targeted

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As old as the hills...

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But distribution was hard and expensive...

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The content
marketingproces

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Content
Editorial content: blog(articles),
video, podcast, whitepaper,
ebook, magazine, email
newsletter, slideshare
presentation, webinars etc.
Search Engine
Optimization
On the site, off the site
(Social) media
paid, earned, owned,
online, offline
The elements of content marketing

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Criteria for
powerful content

10. - The best content comes from a
very specific, clearly delineated
sphere of expertise.
- This is the zone where you have
the most authority.
- It’s where no one has a better claim
on expertise than you do.
What’s Lamb Weston’s sweet spot?
6
“Your sweet spot
mixed with your
customers’ pain
points is where the
truly valuable
stories are.”
- Joe Pulizzi

11. Buyer personas are research-based
archetypal (modeled) representations of:
- who buyers are
- what they are trying to accomplish
- what goals drive their behavior
- how they think, how they buy, and why
they make buying decisions.
They help us gain a deeper understanding
of buyers and their buying behaviors.
What’s a buyer persona?
6

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The
customer
journey
Need
Awareness
Explore & consider
Select & decide
Acquire
Experience
Loyalty
Advocate

13. Need
- Expliciting the problem, explaining
causes and effects
- Compare the current with the
desired situation
1Increase
the pain
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A latent sense of lack or desire based
on urgency or ambition.

14. Awareness
- Offering the solution
- Making opportunities visible
- Confronting with “users”
- Indicating positive effects
The emergence of a manifest sense of lack or
desire based on urgency or ambition, with the
result that one’s open to a change.
2Give hope
14

15. Awareness
- Offering the solution
- Making opportunities visible
- Confronting with “users”
- Indicating positive effects
The emergence of a manifest sense of lack or
desire based on urgency or ambition, with the
result that one’s open to a change.
2Give hope
15

16. Imagining the possibilities that can satisfy
one’s need(s) by exploring the product(s)
or service(s), examining alternative
solutions and evaluating them.
Explore & consider
- Providing information about uses, features, benefits, cost,
logistics, service etc.
- Demonstrating, showcasing, trial
3Answerquestions
16

17. Imagining the possibilities that can satisfy
one’s need(s) by exploring the product(s)
or service(s), examining alternative
solutions and evaluating them.
Explore & consider
- Providing information about uses, features, benefits, cost,
logistics, service etc.
- Demonstrating, showcasing, trial
3Answerquestions
17

18. Select & decide
The selection of the most appropriate
solution, the commitment to and the
self-justification of this choice.
- Answering questions
- Positive reinforcement
- Evidence (both for and against)
- Conditions
- Developing (personal) relationship
4Remove
doubt
18

19. Select & decide
The selection of the most appropriate
solution, the commitment to and the
self-justification of this choice.
- Answering questions
- Positive reinforcement
- Evidence (both for and against)
- Conditions
- Developing (personal) relationship
4Remove
doubt
19

20. Acquire
The process of purchasing and obtaining
the product or service.
- Accompany
- Positive reinforcement
- Congratulate
- Thank
- Surprise
- Personal attention
5Make it
special
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21. Acquire
The process of purchasing and obtaining
the product or service.
- Accompany
- Positive reinforcement
- Congratulate
- Thank
- Surprise
- Personal attention
5Make it
special
21

22. - Monitor customer satisfaction
- Answer questions
- Handling complaints
- Identify additional needs and improvements
- Facilitate the sharing of experience
Experience
Experiencing the product or service
and comparing the results with one’s
expectations.
6
Manageexpectations
22

23. Loyalty
The continued use of the product or service,
purchasing related products or doing repeat
purchases.
- Helping to increase effects (e.g. with tips)
- Communicating satisfaction and announcing
improvements, updates etc.
- Facilitating the sharing of experiences
- Providing entertainment
7Be a good
friend
23

24. Loyalty
The continued use of the product or service,
purchasing related products or doing repeat
purchases.
- Helping to increase effects (e.g. with tips)
- Communicating satisfaction and announcing
improvements, updates etc.
- Facilitating the sharing of experiences
- Providing entertainment
7Be a good
friend
24

25. Converting satisfaction in advocacy by talking
about their product or service, actively or
passively.
- Make use of customer stories
- Reward and use brand ambassadors
- Facilitate (community)
8Let them telltheir stories
25
Advocate

26. Converting satisfaction in advocacy by talking
about their product or service, actively or
passively.
- Make use of customer stories
- Reward and use brand ambassadors
- Facilitate (community)
8Let them telltheir stories
26
Advocate

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Van de inhoud
We create, produce, publish
and promote content that’s
so valuable for your
prospects that they want to
be and stay your customer.
www.vandeinhoud.nl
Thankyou!