2. 2
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.
3. 3
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
8. 8
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
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
13. Need
- Expliciting the problem, explaining
causes and effects
- Compare the current with the
desired situation
1Increase
the pain
13
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
20
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
27. 27
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!
