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Kick Starting Your Content Marketing By Ingrid Archer
Marieke van Zuien
Challenges
B2B content for leads ,[object Object]
Solution: start using content; Cardif informs financial advisors about upcoming changes in legislation
Result: Campaign www.opwegnaarbgfo2.nl
Minisite full of relevant info, blog, customer experiences, guide, offer of training, promotion via PR and social media
High score in Google; in no time 3341 web visits, of which 2346 unique. In total more than 14.665 page views. And >1000 registrations for Cardif training,[object Object]
The new buyer ,[object Object]
Searches info online
Is critical and compares
Is independent
Is skeptical
Is overwhelmed with marketing messages
And most of them  are neglected,[object Object]
>93% of B2B buyers begin their buying process with a keyword search (Marketo)
>80% of B2B buyers initiated first contact with the vendor (Marketingsherpa),[object Object]
Content for each phase in buying cycle
Think Like a Publisher Blog Case Studies Webinars eBooks White Papers microsites Online games Digital magazine Newsletter Videos Screencast Podcasts Executive roundtables Virtual events Custom print magazine Articles Testimonials
Content for Brand Awareness and Leads
B2B content  – US
Why do we need to take content marketing seriously? ,[object Object]
Inbound requests
Leads
Database
Increase brand awareness
Search Engine performance
Sales engagement
Help the community!,[object Object]
Step 1: Listen
Step 1: Buyer Persona
Step 2: Decide on Theme & Topics ,[object Object]
Expertise
Address something relevant
Be different
Set yourself apart
Offer deep, research-based insight
Target your market influencers
Actively engage in thought leadership,[object Object]
Step 3: Create the content ,[object Object]
Interview your customers
Conduct a research or survey
Organize a Round Table discussion
Document an event,[object Object]
Create the content – the tools
Whitepaper or eBook
Video / Multimedia / animation
Webinars
Create the content – the planning
Step 4: Promotion – power of social media
From content to lead ,[object Object]
Conversion tools, forms
Website

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Kick starting content marketing

Editor's Notes

  1. Fear – expertise - courage