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Kick Starting Your Content Marketing,[object Object],By Ingrid Archer,[object Object]
Marieke van Zuien,[object Object]
Challenges,[object Object]
Kick starting content marketing
B2B content for leads,[object Object],[object Object]
Solution: start using content; Cardif informs financial advisors about upcoming changes in legislation
Result: Campaign www.opwegnaarbgfo2.nl
Minisite full of relevant info, blog, customer experiences, guide, offer of training, promotion via PR and social media
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,[object Object]
The new buyer,[object Object],[object Object]
Searches info online
Is critical and compares
Is independent
Is skeptical
Is overwhelmed with marketing messages
And most of them  are neglected,[object Object]
>93% of B2B buyers begin their buying process with a keyword search (Marketo)
>80% of B2B buyers initiated first contact with the vendor (Marketingsherpa),[object Object]
Content for each phase in buying cycle,[object Object]
Think Like a Publisher,[object Object],Blog,[object Object],Case Studies,[object Object],Webinars,[object Object],eBooks,[object Object],White Papers,[object Object],microsites,[object Object],Online games,[object Object],Digital magazine,[object Object],Newsletter,[object Object],Videos,[object Object],Screencast,[object Object],Podcasts,[object Object],Executive roundtables,[object Object],Virtual events,[object Object],Custom print magazine,[object Object],Articles,[object Object],Testimonials,[object Object]
Kick starting content marketing
Kick starting content marketing
Content for Brand Awareness and Leads,[object Object]
B2B content  – US,[object Object]
Why do we need to take content marketing seriously?,[object Object],[object Object]
Inbound requests
Leads
Database
Increase brand awareness
Search Engine performance
Sales engagement
Help the community!,[object Object]
Step 1: Listen,[object Object]
Step 1: Buyer Persona,[object Object]
Kick starting content marketing
Step 2: Decide on Theme & Topics,[object Object],[object Object]
Expertise
Address something relevant
Be different
Set yourself apart
Offer deep, research-based insight
Target your market influencers
Actively engage in thought leadership,[object Object]
Step 3: Create the content,[object Object],[object Object]
Interview your customers
Conduct a research or survey
Organize a Round Table discussion
Document an event,[object Object]
Create the content – the tools,[object Object]
Whitepaper or eBook ,[object Object]
Video / Multimedia / animation ,[object Object]
Webinars ,[object Object]
Create the content – the planning,[object Object]
Kick starting content marketing
Step 4: Promotion – power of social media ,[object Object]
From content to lead,[object Object],[object Object]
Conversion tools, forms
Website

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Notas do Editor

  1. Fear – expertise - courage