What kind of information do I develop for what phase in the buying cycle? Develop the right creative content for the right phase.

1. (every story needs a)
CONTENT MARKETING
IN THE B2B CUSTOMER JOURNEY

2. INTRODUCTION
2
The essence of Content Marketing is
sharing information with prospects and
clients, as you probably know.
But: what information exactly, how and
when? That is the subject of these slides.
E-MAGAZINE 01

3. CUSTOMER JOURNEY
3
COMPANY A
COMPANY B
COMPANY C
2
EVALUATION
COMPANY B
4 COMPANY B
CUSTOMER
3 Prospects are looking for different kinds
BUYING
of information, depending on the phase in
their Customer Journey or buying cycle.
1
RESEARCH

4. RESEARCH
4
What exactly do I need?
What companies
can deliver this?
Who are the authorities
in this area?
At the start of the journey the customer
explores the market, sometimes still
(re)defining his needs. Which questions
are relevant at this stage?
1
FOR MORE INFO VISIT

5. RESEARCH
5
In response, what kind of content
do you want to share in this phase
of the Customer Journey?
This is the problem and
how we solve it.
Here’s why we are good
at our job.
This is new and trending
in our line of business.

6. RESEARCH
6
How do you inform customers at this
stage? Here are some suitable forms
for sharing content.
• 60’ Animation
• White paper
+ summary
• Infographic
• Press release
• Presentation slides
• E-magazine
FOR MORE INFO VISIT

7. EVALUATION
7
You’ve made it to shortlist: the second
stage of the Customer Journey. In order
to evaluate, the customer has some new
questions for you and the competition.
COMPANY A
COMPANY B
COMPANY C
Who can help me choose?
What does each company
have to offer?
What are roughly the costs
and benefits?
2

8. EVALUATION
8
Here is some relevant content to
share in this phase. It’s time to help
your customer to choose, and to
make it easy to pick your product.
COMPANY A
These points are important when
purchasing.
Let’s show you how our product
or service works.
These are recent customers
and projects.
This is the estimated ROI.
COMPANY B
FOR MORE INFO VISIT

9. EVALUATION
9
Here are some suitable forms for
sharing the kind of content that this
stage calls for.
• 120’ product demo
• Product sheets
• White paper
+ summary
• Infographic
• Presentation slides
• Quick scan

10. BUYING
10
Well done: the customer is about to
do business with you. How can content
management help you to close the deal?
Firstly, what questions do you need
to address?
FOR MORE INFO VISIT
COMPANY B
3
Do I want to do business
with this company?
What do other customers
and analysts say?
What are the exact costs
and ROI?

11. BUYING
11
The relevant content at this point
shows your corporate identity, plus
what your customers and other
authorities think of you.
COMPANY B
This is who we are and how
we work: corporate info.
See what customers, references
and analysts think of us.
This will be the ROI in your
specific situation.

12. BUYING
12
As for the form of this content:
corporate pdf’s, video’s and reports
should be available online.
• Corporate brochure, pdf
• E-magazine
• 60’ video’s: CEO,
custo mers, references
• Analysts reports
• Proposal (sales dept.)
FOR MORE INFO VISIT

13. CUSTOMER
13
So you managed to turn this prospect
into a client. Has the Customer Journey
come to an end? Not really. There are
plenty of questions to address.
COMPANY B
4
Is my company still the
best choice?
What else do they have
to offer?
Why would I need this?

14. CUSTOMER
14
Content at this stage confirms
your authority in the field, keeps you
in touch with customers and opens
up opportunities for extra sales.
This is new and
trending in our field.
Here’s how we are doing.
These are new products,
services, applications,
possibilities etc.
FOR MORE INFO VISIT

15. 15
A very suitable form is an online
magazine, backed up by product
information and press releases.
E-MAGAZINE 01
CUSTOMER
• E-magazine
• Press release
• Product sheets
• Infographic
• Presentation slides

16. CONTENT MARKETING TOOLSET
So. How about you?
Is your company sharing the right content
in all phases of the Customer Journey?
16
FOR MORE INFO VISIT
2
E-MAGAZINE 01
1
4 3

17. CONTENT GAP ANALYSIS
17
1. RESEARCH
• 60’ Animation
• Infographic
• Presentation slides
2. EVALUATION
• White paper
• Product demo
• Quick scan ROI
3. BUYING
• Corporate brochure
• Reference video’s
• Analysts reports
4. CUSTOMER
• E-magazine
• Press releases
• Product sheets
2
1
4 3
Start by analyzing what you need
versus what you already have.

18. SEEDING
18
Choose the proper channels
to make your content available.
YouTube
LinkedIn
Twitter
Slideshare
Trade magazines
E-magazine
Blogs on website
Direct email
FOR MORE INFO VISIT

19. BOOSTING
19
Let the customer know that your
information is out there.
Note: We focus on advertising to boost
content marketing. This is why traditional
advertising media like RTV, Out of Home
and DM are not included.
Google AdWords
Boosted posts on
LinkedIn, Twitter,
Slideshare
Trade magazines
Trade fairs

20. RESPONSE
20
Make it easy for the customer to
get in touch with your company.
Annotation
Landing page
Website
Email to marketing or
sales department
FOR MORE INFO VISIT

21. CONTENT CALENDAR
21
Then make a schedule to develop
and share your content. Also plan
when to monitor, evaluate and tune
your campaign.
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22. Headline gladly helps you to produce
the analysis, the calendar and
all the creative content you need.
Call +31 (0)20 5721 321
Mail info@headline.nl