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Contentmarketing voor gevorderden

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Heb je contentmarketing al redelijk onder de knie? Dan wordt het tijd om jouw strategie naar het volgende niveau te tillen. Hoe? Breng de buyer journey in kaart, maak gebruik van content mapping, nurture jouw leads en stroomlijn marketing en sales binnen jouw organisatie.

In deze presentatie hebben we het over:
- Hoe je het koopproces van jouw koper in kaart brengt en waarom je dit wilt weten
- Hoe je gebruik maakt van content mapping
- Hoe je leads nurtured over een langere periode
- Welke tools je als marketeer tot je beschikking hebt
- Wat dit allemaal betekent voor jouw organisatie

Published in: Business
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Contentmarketing voor gevorderden

  1. 1. Content Marketing The next level Presented by: Yvette Gietelink Senior Project Manager @yvettegietelink yvette@spotonvision.com Your Host: Ingrid Archer Managing Partner @ingridarcher ingrid@spotonvision.com 2nd September 2014
  2. 2. @spotonvision #b2bnl spotONvision B2B Marketing agency The Buyer Content Marketing Lead Management Marketing Automation Our services
  3. 3. Sign up for multiple masterclasses and receive a 20% discount! @spotonvision #b2bnl Upcoming events spotONvision masterclasses 24 September: Content marketing the next level 9 October: Starting with marketing automation 20 November: Buyer personas: insights in the B2B buyer Mark in your agenda: B2B Marketing at the speed of light 6 November 2014 Eindhoven
  4. 4. @spotonvision #b2bnl Questions? GoToWebinar: “Chat” or “Ask a question” or Twitter hashtag #b2bnl Twitter: @spotonvision
  5. 5. Agenda ①Content marketing ②Buyer persona - content consumption during the buyer journey ③Content mapping to create engagement - how to develop content @spotonvision #b2bnl which is highly buyer focused ④Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤Channels: Mixing inbound and outbound ⑥Develop the right metrics to measure your success
  6. 6. @spotonvision #b2bnl
  7. 7. Why do we need to take content marketing seriously? @spotonvision #b2bnl  Become thought leader  Increase inbound requests  Generate and nurture quality leads  Improve database  Increase brand awareness  Improve search engine performance  Engage and motivate sales  Help the community!
  8. 8. @spotonvision #b2bnl
  9. 9. @spotonvision #b2bnl “The problem is getting the right content to the right people”…”Producing smart, highly targeted and truly innovative content can be really challenging.” The challenge
  10. 10. @spotonvision #b2bnl 10 principles Be relevant to your readers It’s not about you! Choose a content category and stick to it Be trustworthy provide supporting data Involve your customers, partners and others Optimize your content Show your knowledge & expertise Offer valuable content to your audience. Not self promotional Relevant to your company Be unique
  11. 11. Buyer persona ①Content marketing ②Buyer persona - content consumption during the buyer journey ③Content mapping to create engagement - how to develop content @spotonvision #b2bnl which is highly buyer focused, ④Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤Channels: Mixing inbound and outbound ⑥Develop the right metrics to measure your success
  12. 12. @spotonvision #b2bnl Poll: Ben je van plan om in de toekomst buyer persona’s te gebruiken?
  13. 13. @spotonvision #b2bnl Buyer persona
  14. 14. @spotonvision #b2bnl Results of using Buyer Personas  Change misconceptions about buyer segments  Effective marketing messages and programs  Better engagement  Insight in how to nurture your buyer  Better marketing ROI
  15. 15. Increase conversion rates by sending the right message at the right time to the right persona @spotonvision #b2bnl Communication Effectiveness Right-Time Right-Message True Personalization One to One Behavior-Driven Segment Customer-Driven Batch and Blast Product-Driven Best-in-class lead scoring programs increase pipeline thickness by 27% v. the average of 12%. v Eloqua Best Practices: The Revenue Lifecycle™ “Campaigns that target based on Website user click-stream data outperform untargeted broadcast campaigns by nearly 4 to 1.” Forrester Research “Segmented lists yielded an 11.7% CTR v. un-segmented lists of same size yielding only a 0.6% CTR. Marketing Sherpa Aberdeen Group
  16. 16. @spotonvision #b2bnl
  17. 17. @spotonvision #b2bnl
  18. 18. Content Mapping ①Content marketing ②Buyer persona - content consumption during the buyer journey ③Content mapping to create engagement - how to develop content @spotonvision #b2bnl which is highly buyer focused ④Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤Channels: Mixing inbound and outbound ⑥Develop the right metrics to measure your success
  19. 19. @spotonvision #b2bnl
  20. 20. @spotonvision #b2bnl Buyer Persona A Stages Question from buyer Suitable Content awareness trigger 1. Article/Blog 2. Video 3. Paid media research 1. Webinar 2. Email news consideration assess 1. Whitepaper 2. eBook 3. Master Class 4. Round Table negotiate 1. ROI calculator/Quic k scan 2. Demo 3. Testimonial decision purchase 1. Face-to-face event Figure out what content triggers Content mapping
  21. 21. @spotonvision #b2bnl Content creation criteria After the mapping, before you create your calendar, please check:  Is it really relevant to your buyer?  Is it unique?  Does it add value?  Does it make sense for you to produce? Is it in your domain?  Can you actually create it easily?
  22. 22. Dialogue ①Content marketing ②Buyer persona - content consumption during the buyer journey ③Content mapping to create engagement - how to develop content @spotonvision #b2bnl which is highly buyer focused ④Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤Channels: Mixing inbound and outbound ⑥Develop the right metrics to measure your success
  23. 23. @spotonvision #b2bnl
  24. 24. Channels ①Content marketing ②Buyer persona - content consumption during the buyer journey ③Content mapping to create engagement - how to develop content @spotonvision #b2bnl which is highly buyer focused ④Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤Channels: Mixing inbound and outbound ⑥Develop the right metrics to measure your success
  25. 25. @spotonvision #b2bnl
  26. 26. Metrics ①Content marketing ②Buyer persona - content consumption during the buyer journey ③Content mapping to create engagement - how to develop content @spotonvision #b2bnl which is highly buyer focused ④Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull ⑤Channels: Mixing inbound and outbound ⑥Develop the right metrics to measure your success
  27. 27. @spotonvision #b2bnl  Metrics for success Volume: Inquiries, Marketing qualified leads  Conversion rates  Cost per lead (outbound vs. inbound)
  28. 28. @spotonvision #b2bnl 3 things to remember  Lead Nurturing relates to the buying cycle and focuses on what the buyer needs  Your goal is to build relationships and profile information with suspects  Make sure you have valuable content to deliver!
  29. 29. @spotonvision #b2bnl Want to know more? Take your Content Marketing to the next level with our new eBook: “Contentmarketing voor gevorderden” Price: €20,- Contact us to receive your copy
  30. 30. @spotonvision #b2bnl Q&A spotONvision masterclasses Wednesday 24 September: Content marketing the next level Thursday 9 October: Starting with marketing automation Thursday 20 November: Buyer personas: insights in the B2B buyer Sign up for multiple masterclasses and receive a 20% discount!
  31. 31. @spotonvision #b2bnl Want to know more? Or need help? www.spotonvision.com @spotONvision @b2bmktforum LinkedIn groups: B2B Marketing Forum & Passion for B2B Marketing http://www.youtube.com/user/spotONvision

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