Comment définir sa stratégie de contenus marketing ? Quels contenus créer pour générer des leads? Comment les promouvoir ? Comment utiliser les réseaux sociaux ?
10. Le bon contenu au bon moment Client Cycle de vie du prospect Compréhension de la problématique Recherche de solution Choix de Solution Négo Livre Blanc MARKETING VENTE Case studies Fiches produits Newsletter Avis d’expert, Tribunes libres Blogs, RS Comparatifs Etudes Lead Nurturing
42. En savoir plus Pour rester informé des tendances et enjeux du marketing BtoB, le blog : www.niouzeo.wordpress.com Contact : Stéphanie Wailliez [email_address] #stephNiouzeo www.niouzeo.com
Notas del editor
La moitié des décideurs considèrent que l’information en ligne a plus de valeur. 71% des décideurs interrogés citent le livre blanc en premier lorsqu’on leur demande quel type de contenu ils lisent régulièrement. 57% des répondants affirment transmettre les white papers en interne . C’est le document le plus transmis devant les retours d’expérience, les articles, rapports d’analystes, podcast et vidéos. 46% recherchent de l’information toutes les semaines , et 33% le font quotidiennement 85% affirment qu’ils ont besoin de lire au moins 3 documents sur un sujet pour en acquérir une connaissance suffisante. 82% des décideurs préfèrent lire des documents adaptés à leur secteur d’activité.
Rappel : 80% des acheteurs pro affirment qu’ils ont trouvé eux-mêmes leur solution
Une étude menée par MarketingSherpa aux Etats-Unis l’année dernière a montré que 8 acheteurs IT sur 10 ont trouvé eux-mêmes leur fournisseur.
Etude Eccolo juillet 09 sur 501 répondants ayant acheté de l’IT depuis moins de 6 mois
Avantage : améliore la lisibilité et pousse à en lire plus
un cadre IT examine environ 30 WP/an 90% les trouvent utiles 50% déclarent qu’ils influencent leur acte d’achat
1. Discover In a nutshell, do your homework: Research competitors’ content. Whether you’re launching a blog, website or email campaign, determine what information is already out there and how it’s presented. How can you distinguish yourself? Concept your voice based on audience and type of content. If you’re providing quick tips and human interest pieces for consumers, your content voice will likely be more conversational. Are you offering in-depth, research-driven articles for a B2B audience? Your voice should be reflect that. Define the clear goals and message of your content. By failing to do so, you’ll have a difficult time building a solid readership. You also risk confusing the readers you do attract. 2. Design Step 2 is all about planning—making sure all the “i’s” have been dotted and the “t’s” have been crossed: Determine responsibilities. Before deploying a content marketing plan, ensure that you’ve outlined who will be the keeper of the content. If you aren’t able to hire a dedicated resource, it’s essential to appoint someone to incorporate content maintenance into his or her current responsibilities. Content maintenance could also entail tasking each employee to contribute one piece of content per month. Organize content. Is your content logically located on your site in a central place? Is it easy to search for a particular topic? If your readers have a difficult time navigating through your site to find useful content, they’re not likely to stick around for very long. 3. Build With Steps 1 and 2 complete, you’re ready to start putting the wheels in motion: Plan a style guide. Include as much information as possible regarding everything from tone and voice to target word count. Provide best practices for optimizing content and writing checklists. Create a copy deck. A copy deck is essentially a roadmap for your content pages, including text, graphics, advertising and links. It can be developed in stages, starting with writing a few paragraphs to describe the content. 4. Deploy With the first 3 steps in place, a content marketing strategy is finally ready for deployment: Maintain. It’s crucial to have a plan in place to continuously update content. Outdated content will quickly turn readers away. Plus, a stagnant site won’t do you any favors when it comes to search engines. Monitor. Leverage analytics tools to gauge what worked best and what failed. Look for patterns in the most popular types of content—i.e., checklists, charts, case studies. You can analyze virtually any variable, from optimal article length to most popular type of headline. 5. Adjust The final step to creating an effective content marketing strategy is ongoing: Respond. No content marketing strategy is perfect. Based on analytics reports, continuously tweak your content efforts to maximize results.
2. Design Step 2 is all about planning—making sure all the “i’s” have been dotted and the “t’s” have been crossed: Determine responsibilities. Before deploying a content marketing plan, ensure that you’ve outlined who will be the keeper of the content. If you aren’t able to hire a dedicated resource, it’s essential to appoint someone to incorporate content maintenance into his or her current responsibilities. Content maintenance could also entail tasking each employee to contribute one piece of content per month. Organize content. Is your content logically located on your site in a central place? Is it easy to search for a particular topic? If your readers have a difficult time navigating through your site to find useful content, they’re not likely to stick around for very long.
3. Build With Steps 1 and 2 complete, you’re ready to start putting the wheels in motion: Plan a style guide. Include as much information as possible regarding everything from tone and voice to target word count. Provide best practices for optimizing content and writing checklists. Create a copy deck. A copy deck is essentially a roadmap for your content pages, including text, graphics, advertising and links. It can be developed in stages, starting with writing a few paragraphs to describe the content. 4. Deploy With the first 3 steps in place, a content marketing strategy is finally ready for deployment: Maintain. It’s crucial to have a plan in place to continuously update content. Outdated content will quickly turn readers away. Plus, a stagnant site won’t do you any favors when it comes to search engines. Monitor. Leverage analytics tools to gauge what worked best and what failed. Look for patterns in the most popular types of content—i.e., checklists, charts, case studies. You can analyze virtually any variable, from optimal article length to most popular type of headline. 5. Adjust The final step to creating an effective content marketing strategy is ongoing: Respond. No content marketing strategy is perfect. Based on analytics reports, continuously tweak your content efforts to maximize results.
3. Build With Steps 1 and 2 complete, you’re ready to start putting the wheels in motion: Plan a style guide. Include as much information as possible regarding everything from tone and voice to target word count. Provide best practices for optimizing content and writing checklists. Create a copy deck. A copy deck is essentially a roadmap for your content pages, including text, graphics, advertising and links. It can be developed in stages, starting with writing a few paragraphs to describe the content. 4. Deploy With the first 3 steps in place, a content marketing strategy is finally ready for deployment: Maintain. It’s crucial to have a plan in place to continuously update content. Outdated content will quickly turn readers away. Plus, a stagnant site won’t do you any favors when it comes to search engines. Monitor. Leverage analytics tools to gauge what worked best and what failed. Look for patterns in the most popular types of content—i.e., checklists, charts, case studies. You can analyze virtually any variable, from optimal article length to most popular type of headline. 5. Adjust The final step to creating an effective content marketing strategy is ongoing: Respond. No content marketing strategy is perfect. Based on analytics reports, continuously tweak your content efforts to maximize results.
Trop de contenus, ou des contenus trop longs Call to action : décider si le client peut sortir, pour demander plus d’infos, ou arrêter la série, ou revenir sur les étapes précédentes Source : http://www.savvyb2bmarketing.com/blog/entry/315741/got-content-10-steps-to-repurpose-your-best-b2b-assets-
Ex Twitter : #CRM : 40 tweets en 24 heures (dimanche…) A utiliser aussi pour faire des sondages, recueillir des avis, des témoignages
L’exemple de MarketingProfs sur Facebook : http://www.facebook.com/group.php?gid=19230516048