1. Content Marketing The next level Presented by: Yvette
Gietelink Senior Project Manager @yvettegietelink
[email protected] Your Host: Ingrid Archer Managing Partner
@ingridarcher [email protected] 2nd September 2014
2. @spotonvision #b2bnl spotONvision B2B Marketing agency The
Buyer Content Marketing Lead Management Marketing Automation Our
services
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. @spotonvision #b2bnl Questions? GoToWebinar: Chat or Ask a
question or Twitter hashtag #b2bnl Twitter: @spotonvision
5. Agenda Content marketing Buyer persona - content consumption
during the buyer journey Content mapping to create engagement - how
to develop content @spotonvision #b2bnl which is highly buyer
focused Create the dialogue by one-to-one nurturing - automated
campaigns driven by buyer pull Channels: Mixing inbound and
outbound Develop the right metrics to measure your success
6. @spotonvision #b2bnl
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. @spotonvision #b2bnl
9. @spotonvision #b2bnl The problem is getting the right
content to the right peopleProducing smart, highly targeted and
truly innovative content can be really challenging. The
challenge
10. @spotonvision #b2bnl 10 principles Be relevant to your
readers Its 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. Buyer persona Content marketing Buyer persona - content
consumption during the buyer journey Content mapping to create
engagement - how to develop content @spotonvision #b2bnl which is
highly buyer focused, Create the dialogue by one-to-one nurturing -
automated campaigns driven by buyer pull Channels: Mixing inbound
and outbound Develop the right metrics to measure your success
12. @spotonvision #b2bnl Poll: Ben je van plan om in de
toekomst buyer personas te gebruiken?
13. @spotonvision #b2bnl Buyer persona
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. 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. @spotonvision #b2bnl
17. @spotonvision #b2bnl
18. Content Mapping Content marketing Buyer persona - content
consumption during the buyer journey Content mapping to create
engagement - how to develop content @spotonvision #b2bnl which is
highly buyer focused Create the dialogue by one-to-one nurturing -
automated campaigns driven by buyer pull Channels: Mixing inbound
and outbound Develop the right metrics to measure your success
19. @spotonvision #b2bnl
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. @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. Dialogue Content marketing Buyer persona - content
consumption during the buyer journey Content mapping to create
engagement - how to develop content @spotonvision #b2bnl which is
highly buyer focused Create the dialogue by one-to-one nurturing -
automated campaigns driven by buyer pull Channels: Mixing inbound
and outbound Develop the right metrics to measure your success
23. @spotonvision #b2bnl
24. Channels Content marketing Buyer persona - content
consumption during the buyer journey Content mapping to create
engagement - how to develop content @spotonvision #b2bnl which is
highly buyer focused Create the dialogue by one-to-one nurturing -
automated campaigns driven by buyer pull Channels: Mixing inbound
and outbound Develop the right metrics to measure your success
25. @spotonvision #b2bnl
26. Metrics Content marketing Buyer persona - content
consumption during the buyer journey Content mapping to create
engagement - how to develop content @spotonvision #b2bnl which is
highly buyer focused Create the dialogue by one-to-one nurturing -
automated campaigns driven by buyer pull Channels: Mixing inbound
and outbound Develop the right metrics to measure your success
27. @spotonvision #b2bnl Metrics for success Volume: Inquiries,
Marketing qualified leads Conversion rates Cost per lead (outbound
vs. inbound)
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. @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. @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. @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