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Kick Starting Your Content Marketing<br />By Ingrid Archer<br />

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Marieke van Zuien<br />

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Challenges<br />

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B2B content for leads<br /><ul><li>Challenge: Cardif offers support through thought leadership

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

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Result: Campaign www.opwegnaarbgfo2.nl

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

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High score in Google; in no time 3341 web visits, of which 2346 unique. In total more than 14.665 page views. And >1000 registrations for Cardif training</li></li></ul><li>Traditional sales and marketing<br />

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The new buyer<br /><ul><li>Likes to look things up him/herself

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Searches info online

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Is critical and compares

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Is independent

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Is skeptical

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Is overwhelmed with marketing messages

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And most of them are neglected</li></li></ul><li><ul><li>> 90% of B2B buyers begin buying process online (Forrester)

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

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>80% of B2B buyers initiated first contact with the vendor (Marketingsherpa)</li></li></ul><li>80% of your marketing materials is not used (source: IDC)<br />

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Content for each phase in buying cycle<br />

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

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Content for Brand Awareness and Leads<br />

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B2B content – US<br />

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Why do we need to take content marketing seriously?<br /><ul><li>The experts

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Inbound requests

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Leads

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Database

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Increase brand awareness

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Search Engine performance

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Sales engagement

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Help the community!</li></li></ul><li>

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Step 1: Listen<br />

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Step 1: Buyer Persona<br />

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Step 2: Decide on Theme & Topics<br /><ul><li>Original research

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Expertise

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Address something relevant

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Be different

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Set yourself apart

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Offer deep, research-based insight

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Target your market influencers

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Actively engage in thought leadership</li></li></ul><li>

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Step 3: Create the content<br /><ul><li>Interview the best experts

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Interview your customers

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Conduct a research or survey

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Organize a Round Table discussion

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Document an event</li></li></ul><li>Marketing is too important to be left to the marketing department <br />David Packard <br />Co-Founder HP<br />Seth Godin<br />

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Create the content – the tools<br />

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Whitepaper or eBook <br />

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Video / Multimedia / animation <br />

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Webinars <br />

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Create the content – the planning<br />

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Step 4: Promotion – power of social media <br />

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From content to lead<br /><ul><li>Calls to action

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Conversion tools, forms

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Website

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Follow up

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Reminders</li></li></ul><li>

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Step 5: Measure & Evaluate<br /><ul><li>No. of readers

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No. of subscribers

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No. of followers

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No. of clicks

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No. of info requests

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Amount of Buzz

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No. of leads

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Sales</li></li></ul><li>

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Step 6: Recycling or Repurposing<br />

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10 principles of Content Marketing <br />

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1<br />Be relevant to your readers<br />

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2<br />It’s not about you (put yourself on the side..)<br />

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3<br />Choose a content category and stick to it<br />

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Be original<br />

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5<br />Be trustworthy, provide supporting data<br />

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6<br />Involve your customers, partners, others<br />

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7<br />Optimize your content<br />

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8<br />Show your knowledge & expertise<br />

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9<br />Offer valuable content to your audience<br />Not self promotional<br />

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10<br />Relevant to your company<br />

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Best Practices<br />

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Mails, landing page, downloads - case<br />

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B2B content for leads – case <br />Challenge: Awareness and leads for Elsevier eBooks in target group of Oil & Gas Industry<br />Solution: Use of content; Positioning Elsevier as a content partner and thought leader in the Industry<br />Result: Campaign Elsevier Oil & Gas Expert Talks: a series of video interviews and articles on hot topics in the industry <br />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 <br />

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B2B marketing content for event promotion<br />

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

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Hurdles<br />

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Want more?<br />Free download: eBook on Content Marketing (in Dutch!)<br />www.spotonvision.com<br />

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And even more?<br />B2B Marketing Forum Amsterdam - March 2012<br />#b2bnl<br />

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Sources and Inspiration<br />Mail: ingrid@spotonvision.com<br />Twitter: @ingridarcher or @spotonvision<br />