Content Marketing Programmes

Keith Feighery

Outline

• Overview of Content Marketing Programmes• Case Studies of Content Types• Purpose of your Content• Relevant Integrated B2C and B2B Case Studies

Types of Content

Website

Blogs

Social

Professional Networks

Ads & SERPs

Display Ads

Email

Video

Photos

Docs & PPTs

Summary of Content Types

Content types

• The content and digital media on your Web site, blog other content managed systems, partner sites etc..

• Facebook fan pages and posts• Tweets, status updates• E-mail newsletters• Blog posts, reader comments and reactions• Whitepapers, case studies, webinars, podcasts• Videos, demos & presentations• Product/service reviews• Forums• Articles and other intellectual property or knowledge sharing –

professional contributions etc.

Who Creates this content?

Who creates the content• Internally

– Find employees who are knowledgeable and want to write– Re-purpose content that has been created over time for different

media• Partners, customers and third party experts

– Publish whitepapers, webinars, eBooks, articles etc…with partners• Customers

– If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..

– You can allow customers to make product recommendations – crowdsourcing

Purpose of Content Marketing

Content Marketing Should Support and Accelerate the following:

Create Awareness of Products/ServicesCustomer/Prospect EngagementCustomer AcquisitionCustomer RetentionCustomer Advocacy

B2C Content Marketing Programmes

Keith Feighery

B2C Content Programmes

• Provide valuable information, content, entertainment to your prospects and customers

• Create an ongoing conversation with them where possibe• Address wider customer needs – beyond what your

product/service does• Give them what they want i.e. deals/discounts/extended service,

engagement etc..• Create awareness of products, services, organisation, people• Be transparent in terms of customer service, company

information etc..• Actively seek network effects and customer validations

Business to Consumer

Case Studies

Content Marketing using Facebook

Bars - Facebook

D4Hotels.ie

Wright Venue – Like Us

Wright Venue Wall

Dublin Simon Community

Non-Profits Leveraging Facebook

(Some before and afters)

Irish Wildlife Trust - Before

Irish Wildlife Trust - Now

Breast Cancer Ireland - Before

Breas Cancer Ireland - Now

Barnardos - Before

Barnardos - Now

Trocaire – Before

Trocaire - Now

Irish Cancer Society

Multi-Channel Case Studies

Kogi BBQ

BlendTec

HostelWorld

Hairybaby

Dazzledust

The Good Mood Food Blog

C-Mon & Kypksi

Greater Manchester Police

Mayo Clinic

B2B Online Marketing

B2B Inbound Marketing

Attraction Marketing

• Inbound Marketing with intent – pull marketing versus push marketing

• Using your content to build engagement with purpose, targeted at your specific audience

• When you create content that pulls prospects, you are differentiating your brand– Customers recognise the value and follow trail back to your base

(website) to engage with you– To ensure this works – create contagious content

• Your content will move buyers along in their buying process to become a live sales opportunity in time

Problem: In B2B Sales

The Internet has disintermediated the sales process

The solution

Key Rules for Marketing Online

1. Develop Buyer Personas– Understand your prospects, based on who they are, how they

behave, and where they interact in the sales cycle

2. Align content with buyers– Determine what types of information your prospects will need,

based on who they are, how they behave and where they are in their buying process

3. Consistency across channels– Leverage as many channels as possible to get your message out –

and keep messages consistent

4. Let experts do the talking – Solve problems – find experts & partners who can articulate and

discuss problems and solutions

The 7 Key Rules for Connected Marketer

5. Multi-channel distributions– Buyers have different preferences for consuming information –

you need to make sure content is accessible from all these channels (Blogs, website, rss, twitter, facebook, business portals)

6. Get Connected– Make yourself a valuable resource for your prospects and connect

with them on every relevant platform

The Sales Funnel

Buyer Cycle Intelligence

Buyer Cycle Intelligence

• Characteristics of best customers– Who typically buys from you, who are least demading customers,

characteristics of easily and profitable closed sales• Understanding the “Buyer Journey”

– Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..)

– How can you identify if a prospect has stalled• Lead Qualification

– What are the specific characteristics of a marketing qualified lead– What MQL (marekting qualified leads) typically convert– What are the characteristics of leads that typcially need to go

through a nurturing programme

Relevant B2B Content

B2B Case Studies

Hubspot

American Express