key insights vendemore workshop content marketing 131217

Content Marketing Workshop Summary December 17th 2013

The Pipeline Marketing Company

Why this workshop?Content Marketing is not a luxury for B2B 2014. It is a must. How can we help our customers to prepare for a more efficient content marketing 2014? We invited Niklas Lohmann, a content marketing specialist to a workshop on Content Marketing.

• Presentation by Niklas Lohmann (Feverpitch) • Participants most important question (input for discussions)• Group discussions

This is a short summary of the key insights.

Questions that were discussed

How do I get input on WHAT to talk about in my content marketing? How do I identify “The story”

• Stay close to the customer´s daily challenges • Solve problems for your customers • Present customer cases• Focus on benefits for the clients• Be consistent (to gain trust) • Be brave, be personal (skip the bizz buzz)• Show your empathy, and really focus on help the person


How do I get sales- and productspecialists to commit to content marketing?

• Measure and show results• Find a way to reward their commitment and time… • Content Marketing need to involve top management • Need to create an understanding of how the customer´s buying process is changing


How can I be more “genuine”?

• Credibility, show your experts, employees and clients• Show your uniqueness, you do not have to be the ”right choice for

everyone” • Be clear with what you sell and what it costs • Involve good PR • Use Wikipedia


Is it OK to re-use content? • Yes, repetition is good. • Re-use and re-package • Produce content in different versions for different channels


How do I start on a small scale? How can I maximize output when budget is limited?


• Decide on how, what and when to measure • How is your KPI:s connected to the business? • Trial & error• Measure traffic and conversion to find best focus• Don´t spend too much time on measuring everything. Identify trends

and focus on the largest positive trends that supports business goals• Focus on a few channels and be consistent. Start with the channels you

know best already and where you know your customers are. • Identify a few strong messages that you want your audience to

remember and associate you with during next year. Produce content around those. Focus, focus, focus.

• Try to think long-term and be consistent • The more targeted you can be, the less waste your have on the media

you buy

How long should the perfect blog-post be? • Maximum of 150 characters• Should not have to scroll to read the most important parts • A blog should have a person as the sender, not the company• Write more blog posts instead of a long one • Measure views + engagement


8 Key Insights

1. Marketing automation is an important tool but it can easily grow into a big complicated process. Start with small steps forward. And use external channels to increase visibility.

2. Focus on a few main messages for the year and communicate and package them in different ways. Repetition and consistency are key factors to success.

3. It is crucial to get sales and marketing on board! Sales need to understand how content marketing is connected to sales goals.

4. Trial & error, keep measuring and evaluate.

5. Your content does not have to be perfect, as long as it is helping your customer.

6. Key word for content marketing is empathy – stay close to the customer, be present and really focus on helping people.

7. Be brave and stop using buzz words, dare to be personal.

8. I am not alone in struggling with how to do content marketing in the best way. I am on the right track and it is ok to feel that I don´t have everything in place…


8 Key Insights

Thank you for a great workshop

[email protected]/company/vendemorewww.vendemore.com

key insights vendemore workshop content marketing 131217

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