This document provides guidance on developing an effective content marketing strategy. It discusses how buyers now research online and are skeptical of traditional marketing messages. It recommends focusing content on different phases of the buyer journey. The key steps are to listen to buyers, decide topics based on expertise, create valuable content using various formats, promote it through social media, measure engagement, and recycle content. Case studies demonstrate how content increased leads, brand awareness, and event attendance. Overall, the document advocates developing insightful content that addresses buyer needs and demonstrates a company's expertise.

1. Kick Starting Your Content Marketing By Ingrid Archer

2. Marieke van Zuien

3. Challenges

6. Solution: start using content; Cardif informs financial advisors about upcoming changes in legislation

7. Result: Campaign www.opwegnaarbgfo2.nl

8. Minisite full of relevant info, blog, customer experiences, guide, offer of training, promotion via PR and social media

11. Searches info online

12. Is critical and compares

13. Is independent

14. Is skeptical

15. Is overwhelmed with marketing messages

17. >93% of B2B buyers begin their buying process with a keyword search (Marketo)

19. Content for each phase in buying cycle

20. Think Like a Publisher Blog Case Studies Webinars eBooks White Papers microsites Online games Digital magazine Newsletter Videos Screencast Podcasts Executive roundtables Virtual events Custom print magazine Articles Testimonials

23. Content for Brand Awareness and Leads

24. B2B content – US

26. Inbound requests

27. Leads

28. Database

29. Increase brand awareness

30. Search Engine performance

31. Sales engagement

33. Step 1: Listen

34. Step 1: Buyer Persona

37. Expertise

38. Address something relevant

39. Be different

40. Set yourself apart

41. Offer deep, research-based insight

42. Target your market influencers

45. Interview your customers

46. Conduct a research or survey

47. Organize a Round Table discussion

49. Create the content – the tools

50. Whitepaper or eBook

51. Video / Multimedia / animation

52. Webinars

53. Create the content – the planning

55. Step 4: Promotion – power of social media

57. Conversion tools, forms

58. Website

59. Follow up

62. No. of subscribers

63. No. of followers

64. No. of clicks

65. No. of info requests

66. Amount of Buzz

67. No. of leads

69. Step 6: Recycling or Repurposing

70. 10 principles of Content Marketing

71. 1 Be relevant to your readers

72. 2 It’s not about you (put yourself on the side..)

73. 3 Choose a content category and stick to it

74. Be original

75. 5 Be trustworthy, provide supporting data

76. 6 Involve your customers, partners, others

77. 7 Optimize your content

78. 8 Show your knowledge & expertise

79. 9 Offer valuable content to your audience Not self promotional

80. 10 Relevant to your company

81. Best Practices

82. Mails, landing page, downloads - case

83. B2B content for leads – case Challenge: Awareness and leads for Elsevier eBooks in target group of Oil & Gas Industry Solution: Use of content; Positioning Elsevier as a content partner and thought leader in the Industry Result: Campaign Elsevier Oil & Gas Expert Talks: a series of video interviews and articles on hot topics in the industry 7 mailshots to 22246 people, promotion via email and social media, open rates 14,6 %, click rates 5,5%, new conversations with clients , 3138 downloads, 2390 unique new email addresses, 160 attendees at 1st ever webinar

84. B2B marketing content for event promotion

86. B2B content for event - case Challenge: generate qualified traffic to the B2B Marketing Forum site Solution: Active blog on event site, interviews with speakers, partners, sponsors, visitors, placements on media partners sites, webinars and contests Result: Increase traffic by 300% YTD, increase conversion and engagements, increase brand awareness, number 1 on Google with the term B2B Marketing

87. Hurdles

88. Want more? Free download: eBook on Content Marketing (in Dutch!) www.spotonvision.com

89. And even more? B2B Marketing Forum Amsterdam - March 2012 #b2bnl

90. Sources and Inspiration Mail: ingrid@spotonvision.com Twitter: @ingridarcher or @spotonvision