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CASE STUDY: CONTENT MARKETING FOR B2B

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How to built goodwill community, get your customers interested and catch the attention of journalists with long-term effect.

Our goal? Build up awareness and relationship with the FANUC brand and become the preferred brand within the professional community.

Online magazine: https://factoryautomation.cz/.
Facebook page: https://www.facebook.com/FanucCzech/.

Publicada em: Marketing
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CASE STUDY: CONTENT MARKETING FOR B2B

  1. 1. Motion range of the J5 axis rotation center rotat BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 2CASE STUDY CONTENT MARKETING FOR B2B FANUC CZECH CASE STUDY How to built goodwill community, get your customers interested and catch the attention of journalists with long-term effect.
  2. 2. GOAL BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 3CASE STUDY Build up awareness and relationship with the FANUC brand and become the preferred brand within the professional community. PARTIAL GOALS
  3. 3. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 4CASE STUDY Bring customers much more details about the products. Answer customer questions that are frequently asked during the sales process. Provide information about where and when it is possible to get acquainted with the products – such as fairs. Communicate and popularize the whole area of robotics, industrial automation and its historical development in general. Introduce sectors, branches and verticals where any of the products help, while maintaining an interesting way of communication. Inform about the company background, show the Japanese technical culture and introduce individual experts. Attract, entertain and inspire all persons interested in robotics and industrial automation. 1 2 3 4 5 6 7 PARTIAL GOALS OF FACTORYAUTOMATION CALL / SOLUTION
  4. 4. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 5CASE STUDY This is a very complex branch = it is a challenge for an agency to create technical content. Create a concept in the online environment that provides results mentioned above without investing in paid advertising. Create an online magazine FactoryAutomation.cz. Thorough search engine optimization and content creation according to the most desired topics. To create and actively manage Facebook, LinkedIn and Google+ profiles. Collecting contacts of persons interested and sending a regular newsletter. CALL SOLUTION ACCESS
  5. 5. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 6CASE STUDY ROBODRILL α–D21MiA5 ACCESS
  6. 6. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 7CASE STUDY We met the specialists from Fanuc. We visited an international industrial automation fair trade. We studied specialized textbooks and university textbooks. Define target groups: We identified topics that are interesting for particular target groups and analysed the key words. We have designed and created the online magazine FactoryAutomation.cz including content strategy and our own comic strip. On a regular basis we create an editing plan while drawing inspiration from worldwide online sources about robotics and automation. We publish most of the content on behalf of FANUC experts and specialists. ACCESS 1 2 3 4 5 6 7 8 Primary target group – Current customers – Potential customers – Influencers - people who are not direct customers, but influence decisions of others – Existing and potential employees – Journalists – The General public – People working with the products (Such as CNC programmer, etc.) – Students technical universities Sekundární cílová skupina HOW WE WORK WITH AUDIENCE
  7. 7. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 8CASE STUDY Tvoříme obsah, pro který není nutná placená propagace. We primarily use the following 3 ways to promote the content: The aim of the website is to acquire leads. We achieve this by having a box for logging in to company’s social networks, a pop- -up window for signing up for newsletters and Leady.cz service linked to the website. HOW WE WORK WITH AUDIENCE Remarketing tags (Sklik, Adwords, Facebook) are added to the website. The remarketing is used based on the topics that the users were interested in while visiting the website. Either CNC or robots. Excellent search engine optimization1 2 3Sharing content on social networks Sending the monthly newsletter RESULTS AFTER 12 MONTHS
  8. 8. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 9CASE STUDY ROBOT ARC Mate 100iC RESULTS AFTER 12 MONTHS
  9. 9. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 10CASE STUDY 19,432 visits to the online magazine mainly from social networks (25%), organic search (30%) and referrals (30 %) from relevant sources during the first 12 months. Traffic has been steadily increasing. FactoryAutomaton.cz articles are replacing specialized media such as Technický týdeník or Automatizace v potravinářství, thereby destroying the myth that an agency is incapable of creating content for complex fields by not being able to understand the client‘s business! One direct demand in the form of a comment below the article (below the articles, we register not only questions but also demands for similar solutions as stated in the article) . After 6 months of cooperation we have received such level of expertise that we are able to deliver our own content that the client approves without comments. About 25 % of users return to website. Thanks to By deploying applications leady.cz client receives more than 300 leads per month, minimum 25 % are relevant. Among other things we have also noted visits from: moodle.vscht.cz resource / referral. RESULTS AFTER 12 MONTHS (9/2014 – 9/2015) RESULTS AFTER 12 MONTHS
  10. 10. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 11CASE STUDY We are capable of doing longtail-focused content that can’t be advertised by PPC advertising because the search volume is too low, however people searching for this content are clients´ key potential customers. We are on top of the search results for keywords that cannot be advertised through Adwords as the number of searches for them is too low, however those are highly relevant for Fanuc. Moreover, we cover the most organically searched keywords. That allows us to save costs for paid search that would otherwise be necessary. It is not true that people don’t read online or that they only read short articles. This is usually said by those who are not able to write articles that would be interesting to read. The most read articles usually have over 4,000 characters including gaps. We fully use the multimediality of the internet. The article has most often (median) over 5 subheads and 2 images, 1 or 3 videos and 2 or 3 links in average. RESULTS AFTER 12 MONTHS (9/2014 – 9/2015) The traffic of the online magazine has already reached 50 % of the traffic of the corporate website that is promoted by paid campaignes. New articles are mostly read on Tuesdays and Sundays. Magazine´s newsletter is regularly opened by over 40 % of subscribers. (the open rate is over 40 %, the click rate is over 20 %) HIGHLIGHTS
  11. 11. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 12CASE STUDY We have been contacted by an employee of FANUC America who regards FactoryAutomation.cz as an excellent example and would like to create a magazine in the US based on it. HIGHLIGHTS AN agency has demanded linkbuilding for FANUC´s competitors. We are receiving press releases from competitors on FactoryAutomation´s e-mail address: redakce@factoryautomation.cz. Not 1 CZK has been spent on promotion of the content via paid advertising. RESUMÉ / GOOGLE ANALYTICS
  12. 12. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 13CASE STUDY RESUMÉ GRAF GOOGLE ANALYTICS Journalists are actively reading the magazine and use FactoryAutomation´s content. MOST READ ARTICLES
  13. 13. PŘEČÍST VÍCE PŘEČÍST VÍCE PŘEČÍST VÍCE PŘEČÍST VÍCE PŘEČÍST VÍCE KDO VYMYSLEL SLOVO ROBOT? KAREL ČAPEK TO NEBYL! CNC STROJE: 8 VĚCÍ, KTERÉ JSTE O NICH CHTĚLI VĚDĚT A BÁLI SE ZEPTAT CO JSOU TO CNC STROJE? ZJISTĚTE, CO DOVEDOU NEJLEPŠÍ SCI-FI O ROBOTECH? 6 KNIH, KTERÉ MUSÍTE PŘEČÍST! SKUTEČNÉ ROBOTY VE FILMU? ANO, JSOU V TERMINÁTOROVI I SPIDER-MANOVI! BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 14CASE STUDY SAMPLES OF 10 MOST READ ARTICLES IN 12 MONTHS MOST READ ARTICLES
  14. 14. TO MUSÍTE SLYŠET! ROBOTI MAJÍ SVOU KAPELU A HRAJÍ METAL PŘEČÍST VÍCE LITERATURA O CNC? 6 KNIH, KTERÉ MUSÍTE PŘEČÍST PŘEČÍST VÍCE TO MUSÍTE VIDĚT! TAKHLE SE BAVÍ PROGRAMÁTOŘI PRŮMYSLOVÝCH ROBOTŮ PŘEČÍST VÍCE 20 NEJZAJÍMAVĚJŠÍCH (SKUTEČNÝCH I FIKTIVNÍCH) ROBOTŮ VŠECH DOB PŘEČÍST VÍCE HISTORIE ROBOTŮ? SAHÁ AŽ DO ŘECKÉ MYTOLOGIE! PŘEČÍST VÍCE BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 15CASE STUDY SAMPLES OF 10 MOST READ ARTICLES IN 12 MONTHS SOCIAL CONTENT
  15. 15. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 16CASE STUDY SAMPLES OF CREATIVE ATTRACT ATTENTION / RECYCLING THE SOCIAL CONTENT AND INTERACTION WITH FANS ON FACEBOOK SOCIAL CONTENT
  16. 16. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 17CASE STUDY SAMPLE OF A COMIC STRIP
  17. 17. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING FOR B2B FANUC CZECH 18CASE STUDY SAMPLE OF A COMIC STRIP VIDEO ON YOUTUBE
  18. 18. BOOST YOUR BUSINESS ONLINE CONTENT MARKETING PRO B2B FANUC CZECH 19CASE STUDY VIDEO ON YOUTUBE

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