The document discusses content marketing programs and provides examples of different types of content that can be used. It outlines the purpose of content marketing and provides case studies of businesses that have successfully used content marketing on platforms like Facebook and in multi-channel strategies. It also discusses how content marketing can be used specifically in B2B contexts to engage prospects and move them through the sales funnel.

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. Barrys Tea

26. D4Hotels.ie

27. Marks and Spencers

28. Harvey Norman Ireland

29. Wright Venue – Like Us

30. Wright Venue Wall

31. Dublin Simon Community

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

33. Irish Wildlife Trust - Before

34. Irish Wildlife Trust - Now

35. Breast Cancer Ireland - Before

36. Breas Cancer Ireland - Now

37. Barnardos - Before

38. Barnardos - Now

39. Trocaire – Before

40. Trocaire - Now

41. Irish Cancer Society

42. Presidential candidates

43. Sean Gallagher

44. Michael D Higgins

45. Bars - Facebook

46. Multi-Channel Case Studies

47. Hairybaby

48. Dazzledust

49. The Good Mood Food Blog

50. Kogi BBQ

51. BlendTec

52. HostelWorld

53. C-Mon & Kypksi

54. Greater Manchester Police

55. Mayo Clinic

56. B2B Online Marketing

57. B2B Inbound Marketing

58. 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

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

60. The solution

61. 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

62. 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

63. The Sales Funnel

67. Buyer Cycle Intelligence

68. 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

69. Relevant B2B Content

70. B2B Case Studies

71. Hubspot

72. American Express