Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia
-
Upload
zaheer-nooruddin -
Category
Marketing
-
view
328 -
download
2
Transcript of Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia
![Page 1: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/1.jpg)
Digital MarketingDigital Marketing
![Page 2: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/2.jpg)
@DIGIBLE@DIGIBLE
@GolinGlobal@GolinGlobal
![Page 3: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/3.jpg)
We are content marketing consultants thatWe are content marketing consultants thathelp B2B companies across Asian markets tohelp B2B companies across Asian markets tobe industry thought leaders and meaningfullybe industry thought leaders and meaningfullyengage with audiencesengage with audiences
Driving business growth by buildingDriving business growth by buildingmore brand relevance, awareness,more brand relevance, awareness,leads and buying intent. leads and buying intent.
![Page 4: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/4.jpg)
![Page 5: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/5.jpg)
QuestionsQuestions
![Page 6: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/6.jpg)
1. New channels - Why?2. How much to spend?3. How to generate leads?4. How to measure results?5. Why take a risk?6. When will we see results?7. How much time involved?8. Which agency can support?9. Do we have the team in-house?
B2B Digital MarketingB2B Digital Marketing
InboundInboundOutboundOutbound1
2
![Page 7: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/7.jpg)
Average Cost Per Lead throughinbound digital marketing ($143)is less than half the average foroutbound digital marketing($373).
AnswersAnswers
econsultancy
![Page 8: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/8.jpg)
Lower costs.
Better ROI.
AnswersAnswers
![Page 9: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/9.jpg)
Two-thirds of B2B customers say that content fromcompanies helps them make better purchasedecisions. More than a half say they are more willing to buyanother product from a company that producesvaluable content.
AnswersAnswers
econsultancy
![Page 10: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/10.jpg)
Digital Content = More Traffic.
AnswersAnswers
B2B companies that blog 1-2 times a month generate70 per cent more leads than those that don’t blog. B2B companies that increase blogging from 3-5 times amonth to 6-8 times a month almost double their leads.
Digital Content = More Leads.
![Page 11: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/11.jpg)
More Than Leads Generation.
AnswersAnswers
Quicken Path to Purchase.
Build Stronger OnlineCorporate Reputation.
![Page 12: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/12.jpg)
78% of CMOs think digital contentis the future of B2Bmarketing.
econsultancy
![Page 13: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/13.jpg)
Know Your Goals.Know Your Goals.
Step 1Write down what your business wants toachieve in the next 6-12 months?
Step 2Write down what marketing wants toachieve in the next 6-12 months?
![Page 14: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/14.jpg)
Prioritize Your Goals.Prioritize Your Goals.
![Page 15: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/15.jpg)
Know Your Audience.Know Your Audience.
TA Profile 1
TA Profile 2
TA Profile 3
TA Profile 4
![Page 16: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/16.jpg)
Audience Profiling.Audience Profiling.
![Page 17: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/17.jpg)
Know Your Audience'sKnow Your Audience'sDigital Behavior.Digital Behavior.
TA Profile 1 - BEHAVIOR
TA Profile 2 - BEHAVIOR
TA Profile 3 - BEHAVIOR
TA Profile 4 - BEHAVIOR
![Page 18: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/18.jpg)
Define Audience'sDefine Audience'sDecision Triggers.Decision Triggers.
TA Profile 1 - Inflection Points, Triggers.
TA Profile 2 - Inflection Points, Triggers.
TA Profile 3 - Inflection Points, Triggers.
TA Profile 4 - Inflection Points, Triggers.
![Page 19: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/19.jpg)
Know Your Audience'sKnow Your Audience'sChannelsChannels
Channel 1
Channel 2
Channel 3
Where doWhere dothey spendthey spendtime online?time online?
Channel 4
Channel 5
![Page 20: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/20.jpg)
Research Your ChannelsResearch Your Channels
Channel 1
Channel 2
Channel 3
Key Features
Key Features
Key Features
Channel 4 Key Features
Channel 5 Key Features
![Page 21: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/21.jpg)
Select Your ChannelsSelect Your Channels
Channel 1
Channel 2
Channel 3
Key Features
Key Features
Key Features
Branding Content
Branding Content
Branding Content
KOLs
KOLs
KOLs
![Page 22: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/22.jpg)
Test Your New ChannelTest Your New Channel
Channel 1 Key BenefitsAudience ContentKOLs
![Page 23: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/23.jpg)
Integrate New ChannelsIntegrate New Channels
Channel 1
Channel 2
Channel 3
Website
Blog
Video
![Page 24: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/24.jpg)
Digital Publishing PlanDigital Publishing Plan
Channel 1
Channel 2
Channel 3
Theme Topics Content
TA Profile 1
Time
Theme Topics Time
Theme Topics Time
Content
Branded Third Party
Content
![Page 25: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/25.jpg)
89% of B2B marketersagree that 3rd-party
content is more crediblethan brand content.
EMarketer
![Page 26: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/26.jpg)
Work with Credible ContentWork with Credible ContentProducersProducers
Theme Topics Content Time
ExpertsExperts AcademicsAcademics MediaMedia
![Page 27: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/27.jpg)
Focus on Creating ValueFocus on Creating Valueacross Audience Profilesacross Audience Profiles
Theme Topics Content Time
Theme Topics Time
Theme Topics Time
Content
Content
![Page 28: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/28.jpg)
Establish & Extend YourEstablish & Extend YourBrand's Voice Into NewBrand's Voice Into NewChannelsChannels
Channel 1 Channel 2Websites Blogs
![Page 29: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/29.jpg)
Video, video, videoVideo, video, video
70%70% of B2B marketers use of B2B marketers usevideo in their marketing mix.video in their marketing mix.
HubSpot
![Page 30: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/30.jpg)
Social SellingSocial Selling
B2B companiesB2B companieswith executives onwith executives onprofessional socialprofessional socialnetworks =networks =
4x inbound leads.4x inbound leads.
HubSpot
![Page 31: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/31.jpg)
"Content marketing"Content marketing
is all the marketingis all the marketing
that's left."that's left."- Seth Godin
![Page 32: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia](https://reader034.fdocuments.in/reader034/viewer/2022042707/58d11df11a28ab2a738b4f6d/html5/thumbnails/32.jpg)
THANK THANK YOU.YOU.
Learn more at www.golin.com/asia