Veronique Lafargue of Google discusses applying principles of innovation to B2B content marketing. She outlines three key principles: 1) Know your users by understanding their emotional journey and paying attention to details, 2) Think 10x by making time for creativity and being an internal evangelist, and 3) Prototype by embracing failure as a learning opportunity. Following these principles can help content marketers better engage users and have a greater impact.

1. @newscred
Innovation Applied to
B2B Content Marketing
Veronique Lafargue, Global Head of
Content Strategy, Google

2. Google recipe for innovation applied to B2B
content marketing
Veronique Lafargue, Global Head of Content, Google Apps for Work

7. Know the user

9. Anywhere, anytime

15. Do not delegate empathy

17. An emotional journey
Anxious,
suspicious
Happy,
proud
Needing Budgeting Comparing Testing Deploying
“We’re lost at first in having to
choose a vendor. We have to
search. It is tiresome, laborious.
It is often a win or lose situation”
“We are always suspicious”
“Finally, we have to help
people be successful –
to adopt the new tools”

18. Test everything

21. “It seems for small businesses. For it to talk to me it would
have had to be more of an office atmosphere.”

22. Details make a big difference
“This is it! This is what some people do and they can get a lot
from Google Apps.”

23. ● Don’t delegate empathy
● Acknowledge emotions
● Pay attention to details
Proprietary + Confidential
Know the user

24. Think 10x

25. 10x Your creative time

28. Higher engagement

29. 10x Your impact: Discover your superpower

32. ● Make time for creativity
● Be an internal evangelist
Think 10x

33. Prototype

35. Prototype
Nobody likes to fail
but everyone likes to learn

38. Know the user - Think 10X - Prototype

39. Thank you!
Veronique Lafargue, Global Head of Content, Google Apps for Work

40. @newscred
MASTER CONTENT MARKETING WITH
#ThinkContent University
Get over six hours of premium content
free with promo code: TCSummit16*
Regularly $895; expires June 17, 2016
insights.newscred.com/thinkcontent-u