Kick starting content marketing

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Content in marketing is important more than ever before, not only to generate leads but also the establish thought leadership. What is a clever content marketing strategy? How can you generate leads using content? And how can you use social media to give content a proper place in your B2B approach? Ingrid will talk about starting with content marketing but also about lifting your content marketing strategy to a higher level

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Kick starting content marketing

  1. 1. Kick Starting Your Content Marketing<br />By Ingrid Archer<br />
  2. 2. Marieke van Zuien<br />
  3. 3. Challenges<br />
  4. 4.
  5. 5. B2B content for leads<br /><ul><li>Challenge: Cardif offers support through thought leadership
  6. 6. Solution: start using content; Cardif informs financial advisors about upcoming changes in legislation
  7. 7. Result: Campaign www.opwegnaarbgfo2.nl
  8. 8. Minisite full of relevant info, blog, customer experiences, guide, offer of training, promotion via PR and social media
  9. 9. 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</li></li></ul><li>Traditional sales and marketing<br />
  10. 10. The new buyer<br /><ul><li>Likes to look things up him/herself
  11. 11. Searches info online
  12. 12. Is critical and compares
  13. 13. Is independent
  14. 14. Is skeptical
  15. 15. Is overwhelmed with marketing messages
  16. 16. And most of them are neglected</li></li></ul><li><ul><li>> 90% of B2B buyers begin buying process online (Forrester)
  17. 17. >93% of B2B buyers begin their buying process with a keyword search (Marketo)
  18. 18. >80% of B2B buyers initiated first contact with the vendor (Marketingsherpa)</li></li></ul><li>80% of your marketing materials is not used (source: IDC)<br />
  19. 19. Content for each phase in buying cycle<br />
  20. 20. Think Like a Publisher<br />Blog<br />Case Studies<br />Webinars<br />eBooks<br />White Papers<br />microsites<br />Online games<br />Digital magazine<br />Newsletter<br />Videos<br />Screencast<br />Podcasts<br />Executive roundtables<br />Virtual events<br />Custom print magazine<br />Articles<br />Testimonials<br />
  21. 21.
  22. 22.
  23. 23. Content for Brand Awareness and Leads<br />
  24. 24. B2B content – US<br />
  25. 25. Why do we need to take content marketing seriously?<br /><ul><li>The experts
  26. 26. Inbound requests
  27. 27. Leads
  28. 28. Database
  29. 29. Increase brand awareness
  30. 30. Search Engine performance
  31. 31. Sales engagement
  32. 32. Help the community!</li></li></ul><li>
  33. 33. Step 1: Listen<br />
  34. 34. Step 1: Buyer Persona<br />
  35. 35.
  36. 36. Step 2: Decide on Theme & Topics<br /><ul><li>Original research
  37. 37. Expertise
  38. 38. Address something relevant
  39. 39. Be different
  40. 40. Set yourself apart
  41. 41. Offer deep, research-based insight
  42. 42. Target your market influencers
  43. 43. Actively engage in thought leadership</li></li></ul><li>
  44. 44. Step 3: Create the content<br /><ul><li>Interview the best experts
  45. 45. Interview your customers
  46. 46. Conduct a research or survey
  47. 47. Organize a Round Table discussion
  48. 48. Document an event</li></li></ul><li>Marketing is too important to be left to the marketing department <br />David Packard <br />Co-Founder HP<br />Seth Godin<br />
  49. 49. Create the content – the tools<br />
  50. 50. Whitepaper or eBook <br />
  51. 51. Video / Multimedia / animation <br />
  52. 52. Webinars <br />
  53. 53. Create the content – the planning<br />
  54. 54.
  55. 55. Step 4: Promotion – power of social media <br />
  56. 56. From content to lead<br /><ul><li>Calls to action
  57. 57. Conversion tools, forms
  58. 58. Website
  59. 59. Follow up
  60. 60. Reminders</li></li></ul><li>
  61. 61. Step 5: Measure & Evaluate<br /><ul><li>No. of readers
  62. 62. No. of subscribers
  63. 63. No. of followers
  64. 64. No. of clicks
  65. 65. No. of info requests
  66. 66. Amount of Buzz
  67. 67. No. of leads
  68. 68. Sales</li></li></ul><li>
  69. 69. Step 6: Recycling or Repurposing<br />
  70. 70. 10 principles of Content Marketing <br />
  71. 71. 1<br />Be relevant to your readers<br />
  72. 72. 2<br />It’s not about you (put yourself on the side..)<br />
  73. 73. 3<br />Choose a content category and stick to it<br />
  74. 74. Be original<br />
  75. 75. 5<br />Be trustworthy, provide supporting data<br />
  76. 76. 6<br />Involve your customers, partners, others<br />
  77. 77. 7<br />Optimize your content<br />
  78. 78. 8<br />Show your knowledge & expertise<br />
  79. 79. 9<br />Offer valuable content to your audience<br />Not self promotional<br />
  80. 80. 10<br />Relevant to your company<br />
  81. 81. Best Practices<br />
  82. 82. Mails, landing page, downloads - case<br />
  83. 83. B2B content for leads – case <br />Challenge: Awareness and leads for Elsevier eBooks in target group of Oil & Gas Industry<br />Solution: Use of content; Positioning Elsevier as a content partner and thought leader in the Industry<br />Result: Campaign Elsevier Oil & Gas Expert Talks: a series of video interviews and articles on hot topics in the industry <br />7 mailshots to 22246 people, promotion via email and social media, open rates 14,6 %, click rates 5,5%, new conversations with clients , 3138 downloads, 2390 unique new email addresses, 160 attendees at 1st ever webinar <br />
  84. 84. B2B marketing content for event promotion<br />
  85. 85.
  86. 86. B2B content for event - case<br />Challenge: generate qualified traffic to the B2B Marketing Forum site<br />Solution: Active blog on event site, interviews with speakers, partners, sponsors, visitors, placements on media partners sites, webinars and contests<br />Result: Increase traffic by 300% YTD, increase conversion and engagements, increase brand awareness, number 1 on Google with the term B2B Marketing<br />
  87. 87. Hurdles<br />
  88. 88. Want more?<br />Free download: eBook on Content Marketing (in Dutch!)<br />www.spotonvision.com<br />
  89. 89. And even more?<br />B2B Marketing Forum Amsterdam - March 2012<br />#b2bnl<br />
  90. 90. Sources and Inspiration<br />Mail: ingrid@spotonvision.com<br />Twitter: @ingridarcher or @spotonvision<br />

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