content marketing b2b
DESCRIPTION
Content marketing equips buyers with the knowledge to make better-informed decisions. It is based on onversations and storytelling instead of pushing one message for the world. The content is compelling and interesting for a targetted customer segments, taking into consideration this segments world view.TRANSCRIPT
What is Content Marketing?Dr. Ute Hillmer
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Content Marketing
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Content marketing equips buyers with the knowledge to make better‐informed decisions.
The thinking behind it:Central to content marketing is the belief that if businesses deliver consistent, helpful information to buyers at the right time, then prospects will ultimately reward the company with their purchase and loyalty.
What isContent Marketing?
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Content is the reason people go to your site
Give your customers the content they want…
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
…not what YOU think they need!
Picture Dan Zarella
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Why is Content Marketing important?
Average person is exposed to 5.000 ads / offers per day
Buyers have tuned out marketing
Picture by Scholz&Friends
Think of an Art Gallery
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Where is the Art?
People come to see art, not empty frames or empty walls
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Content is the reasonpeople go to your site
Content Marketing Fundamentals 1
Shift thinking from marketer to publisher
1. Define a critical group of buyers
2. Determine what info prospects really need
3. Determine how prospects want to receive info
4. Deliver info for maximum impact on goals
5. Measure and recalibrate
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Content Marketing Fundamentals 2
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Content Marketing Fundamentals 3
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
World views!
Content Marketing Fundamentals 3
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
1. Consider the worldview of your target customer group
2. Tell a compelling story
Content Marketing Fundamentals 5
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Age is no longer a key indicator ‐
areas of interests are!
Content Marketing im B2B
Companies don‘t have conversations, PEOPLE have!
B2B is usually about niche problem solving –problems are best solved in teams with many different experts contributing “niche” CONVERSATIONS
Problem solving requires trust RELATIONSHIPS
1:1 Marketing was a buzzword of B2B n:n
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Content Marketing im B2B
PEOPLE
niche CONVERSATIONS
RELATIONSHIPS
n:n
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
→ Social Media Chanels
New Technologies in B2B Markets
thus we have to change how we do things...
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Time
Marke
tsize
An Idealized Technology Product Lifecycle
Laggards16%
Late Majority
34%
EarlyAdopters
13,5%
Early Majority
34%
Innovators2,5%
Moore; Crossing the Chasm 19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Time
Marke
tsize
Laggards
Skeptics:No way!
Late Majority
Conservatives:Hold on!
EarlyAdopters
Visionaries:Get ahead!
Early Majority
Pragmatists:Stick with the herd!
Innovators
Techies:Try it!
Adopter Categorization on the Basis of Innovativeness
Moore; Crossing the Chasm 19.12.2011Dr. Ute Hillmer, Better Reality Marketing
TimeLaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
Mainstream Behaviour
Increasingly conforming behaviour
Hillmer, Technology Acceptance in Mechatronics, 2009.
Non
cumulative
numbe
r of a
doptions
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
TimeLaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
Individualistic Behaviour
Increasingly individualistic behaviour
Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
Non
cumulative
numbe
r of a
doptions
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Σ Content Marketing
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Σ Content Marketing
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
„Once upon a time…“