b2b webinar festival: contentmarketing voor gevorderden
DESCRIPTION
Wanneer je de basis van jouw contentmarketingstrategie onder de knie hebt, wordt het tijd om het naar het volgende niveau te tillen. Dat is wat Ingrid Archer, managing partner van spotONvision, tijdens het B2B Webinar Festival op 16 januari uitlegde. Hoe doe je dat? Waar moet je op letten? Wat speelt er allemaal een rol wanneer je de volgende stap wilt zetten in Contentmarketing? Heb je het event gemist? Bekijk dan hier de slides online. Voor meer informatie; bekijk onze website www.spotonvision.com of bel 020 894 9133. Bekijk ook het programma van het B2B Marketing Forum 2014: www.b2bmarketingforum.nlTRANSCRIPT
Content Marketing The next level
Host:Charles van der WalInbound Marketeer@[email protected]
Presentator:Ingrid ArcherManaging Partner@[email protected]
@ingridarcher#b2bnl
The Buyer Contentmarketing
Lead Management Marketing Automation
Our services
Vragen?
GoToWebinar: “Chat” of “Ask a question”
OF
Twitter met #b2bnl tagTwitter: @spotonvision
@charlesvdwal #b2bnl
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to create engagement - how to develop content which is highly buyer focused
④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull
⑤ Channels: Mixing inbound and outbound
⑥ Develop the right metrics to measure your success
Agenda
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@ingridarcher #b2bnl
Why do we need to take content marketing seriously?
The expertsInbound requestsLeadsDatabaseIncrease brand awarenessSearch Engine performanceSales engagementHelp the community!
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@ingridarcher #b2bnl
@ingridarcher#b2bnl
10 principles
Be relevant to your readers
It’s not about you!
Choose a content category and stick to it
Be trustworthy provide supporting data
Involve your customers, partners and others
Optimize your content
Show your knowledge & expertise
Offer valuable content to your audience. Not self promotional
Relevant to your company
Be unique
@ingridarcher #b2bnl
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to create engagement - how to develop content which is highly buyer focused,
④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull
⑤ Channels: Mixing inbound and outbound
⑥ Develop the right metrics to measure your success
Buyer Persona
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Buyer Persona
@ingridarcher #b2bnl
Results of using Buyer Personas
Change misconceptions about buyer segments
Effective marketing messages and programs
Better engagement
Insight in how to nurture your buyer
Better marketing ROI
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Increase conversion rates by sending the right message at the right time to the right persona
@ingridarcher #b2bnl
@ingridarcher #b2bnl
@ingridarcher #b2bnl
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to create engagement - how to develop content which is highly buyer focused
④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull
⑤ Channels: Mixing inbound and outbound
⑥ Develop the right metrics to measure your success
Content Mapping
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@ingridarcher #b2bnl
Buyer Persona A
Stages Question from buyer
Suitable Content
awareness trigger 1. Article/Blog2. Video3. Paid media
research 1. Webinar2. Email news
consideration assess 1. Whitepaper2. eBook3. Master Class4. Round Table
negotiate 1. ROI calculator/Quick scan
2. Demo3. Testimonial
decision purchase 1. Face-to-face event
Figure out what content triggers
Content mapping
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Content creation criteria
After the mapping, before you create your calender, please check:
Is it really relevant to your buyer? Is it unique? Does it add value? Does it make sense for you to produce? Is it in your domain? Can you actually create it easily?
@ingridarcher #b2bnl
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to create engagement - how to develop content which is highly buyer focused
④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull
⑤ Channels: Mixing inbound and outbound
⑥ Develop the right metrics to measure your success
Dialogue
@ingridarcher #b2bnl
@ingridarcher #b2bnl
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to create engagement - how to develop content which is highly buyer focused
④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull
⑤ Channels: Mixing inbound and outbound
⑥ Develop the right metrics to measure your success
Channels
@ingridarcher #b2bnl
@ingridarcher #b2bnl
① Content marketing
② Buyer persona - content consumption during the buyer journey
③ Content mapping to create engagement - how to develop content which is highly buyer focused
④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull
⑤ Channels: Mixing inbound and outbound
⑥ Develop the right metrics to measure your success
Metrics
@ingridarcher #b2bnl
Volume: Inquiries, Marketing qualified Leads
Conversion rates
Cost per lead (Outbound vs. Inbound)
Metrics for success
@ingridarcher #b2bnl
3 things to remember
Lead Nurturing relates to the buying cycle and focuses on what the buyer needs
Your goal is to build relationships and profile information with suspects
Make sure you have valuable content to deliver!
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Q&A
Vragen via “Chat” of “Ask a question”
spotONvision biedt advies:
Meer weten? Of hulp nodig bij opzet of uitvoering van webinars?www.spotonvision.com
@spotONvision@b2bmktforum@ingridarcher
LinkedIn groups: B2B Marketing Forum, en Passion for B2B Marketing
http://www.youtube.com/user/spotONvision