Introduction content marketing_lamb_weston
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Transcript of Introduction content marketing_lamb_weston
IntroducingContent Marketing
Peter BootsLamb Weston 2013
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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.
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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
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As old as the hills...
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But distribution was hard and expensive...
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The content marketingproces
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ContentEditorial content: blog(articles),
video, podcast, whitepaper, ebook, magazine, email newsletter, slideshare
presentation, webinars etc.
Search EngineOptimizationOn the site, off the site
(Social) mediapaid, earned, owned,
online, offline
The elements of content marketing
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Criteria for powerful content
- 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?
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“Your sweet spot mixed with your customers’ pain points is where the truly valuable stories are.”
- Joe Pulizzi
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?
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The customerjourney
Need
Awareness
Explore & consider
Select & decide
Acquire
Experience
Loyalty
Advocate
Need
- Expliciting the problem, explaining causes and effects
- Compare the current with the desired situation
1Increasethe pain
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A latent sense of lack or desire based on urgency or ambition.
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
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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
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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
3Answer questions
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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
3Answer questions
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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
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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
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Acquire
The process of purchasing and obtaining the product or service.
- Accompany- Positive reinforcement- Congratulate- Thank- Surprise- Personal attention
5Make itspecial
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Acquire
The process of purchasing and obtaining the product or service.
- Accompany- Positive reinforcement- Congratulate- Thank- Surprise- Personal attention
5Make itspecial
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- 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.
6Manageexpectations
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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
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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
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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 tell their stories
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Advocate
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 tell their stories
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Advocate
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Van de inhoudWe 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!