Why brands should act like publishers. What are the drivers? Business to business have to rethink their strategies too What to do?

1. 1
Brand as Publisher
What’s driving the development?
Examples
B2B have to adress it too
What to do
Fortroligt / Nørgård Mikkelsen

4. THE FACTS
Search/social put the consumer in control
Content now drives purchasing decisions
Brand must engage/align consumers directly

5. WHYIS THIS HAPPENING?
Consumers are in charge
Lower barrier to publish
Communities are self-organizing
Content drives decisions

6. Red Bull has a bigger turnover being
a publisher than a energy drink.
Territory: Adrenalin

7. FROM INTERRUPTION TO PERSUATION
Building relationships based on serving, educating and entertaining customers
2/3 of consumers say information provided by content marketing helps them make
better purchase decisions
Using video, imagery and infographics gains 94% more total views.

8. 52%AFALLE B2B INDKØB
ER INFLUERETAF MOBILEN
FROM INTERRUPTION TO PERSUATION

9. LinkedIn
Facebook
Instagram
Slideshare
YouTube
Twitter
Forums
Website/blogs
Newsletters
2 CORE PILLARS OFACONTENT MARKETING STRATEGY
PUBLICATIONAND DISTRIBUTION

10. THE CONSUMER DOES’NT NOTICE THE DIFFERENCE

11. THE CONSUMER DOES’NT NOTICE THE DIFFERENCE

12. 75%OFYOUTUBEUSERSAGREED:
IFTHERE’SABRANDILOVE,
ITENDTOTELLEVERYBODYABOUTIT
UserGeneratedContent Video is trusted 50% more
than information from other sources.
UGC videos are watched 10 times more than content
created by Brands.

13. https://www.youtube.com/watch?v=bn3Bc63Pz38
Coca Cola has bought a lot of private
videos about happiness

14. THE 5 S’OF MARKETABLE CONTENT
1. Searchable
2. Shareable
3. Supportive
4. Specialist
5. Sustainable

15. https://www.youtube.com/watch?v=zpgd6qR-5Jg
Dove has chosen the territory:
Women are beautifull
the way they are

16. https://www.youtube.com/watch?v=XjJQBjWYDTs
Always territory:
Challenge what it is to be
”like a girl”

17. https://www.youtube.com/watch?v=DRoqk_z2Lgg
Pandora’s territory:
The importance of jewellery.
(It can make your kid recognize you)

18. ASK YOURSELF What do you want someone to do in each channel?
Share?
Comment?
Visit your website?
Register for something?
What is the specific type of content the audience
wants to get in this channel?
What is the right tone for the channel?
Friendly? Fun? Conversational? Professional?

19. “IF YOU SELL SOMETHING YOU MAKE A CUSTOMER TODAY.
IF YOU HELP SOMEONE, YOU CREATE A CUSTOMER FOR LIFE”

20. 850% MORE LEADS WITHABLOG

21. https://www.youtube.com/watch?v=j0SiWCum0i8

23. 15 THINGS TO BEAWARE • Navigation
• Accessibility
• Suitability of Content Format
• Design
• Use of Images
• Content Originality
• Tone of Voice
• Relevant to the Audience
• Review your copy for grammatical and spelling mistakes
• Publishing Frequency
• Link to additional content
• Search
• Brand Familiarity
• In Line with Business Goals
• Brand Persona

24. CREATE COMMUNINITIES OF INTEREST

25. 25
What about BtB?
BtB companies that blogs 1-2 times a
month generate 70% more leads.
Increase blogging from 3-5 times a
month to 6-8 times double their leads.
73% of all IT Buyers are engaged with
a vendor via a social network
Fortroligt / Nørgård Mikkelsen

27. B2B PRODUCTS BECOME MOREALIKE – FASTER.
SO SERVICESARE THE KEYTO SUCCES
Product selling Solution selling

28. 2/3 OFALLDECISIONSARE MADE BEFOREYOUR CUSTOMER
MEETSYOUR COMPANY
90% uses search when choosing a vendor
B2B purchasers make 12 searcehs
¾ search without brandname
75% only visit homepages once
60% only consider 1-2 brands
ATTENTION
INTEREST
DESIRE
ACTION

29. 52% OFALLB2B PURCHACE
IS INFLUENCED BYMOBILE
It has trippled
In two years

30. VIDEOANVENDES I 70%AFALLE B2B INDKØB
44% Product features
43% How-to
37% Professional reviews
22% Ads on YouTube

31. 31
How do I get started?
A small startup with a limited Budget
Fortroligt / Nørgård Mikkelsen

32. OUTSOURCING
CAN GETYOU THERE
FancyHands.com Stik-i-rend-dreng
DesignCrowd.com Logo, websites m.m.
ImageBrief.com Verdens bedste fotografer
FeedbackArmy.com Pretest
UserTesting.com UX evaluering
Gengo.com Oversættere fra hele verden
Wordy.com Korrekturlæsere