the b2b content conundrum: striking a balance between creativity and commerce in business...

Webinar: The B2B conundrum - striking a balance between creativity and commerce

Chelsea Reay, Head of Content, Fieldworks

Tuesday 15 November 2016@DMA_UK

Welcome

Chelsea Reay, Head of Content, Fieldworks @Fieldworks


[email protected]: @Fieldworks

[email protected]: @[email protected]

Twitter: @Fieldworks

CREATIVITY COMMERCE CONUNDRU

M [email protected]: @Fieldworks

Content misconceptions

Going straight for the sell


Putting features first


Thinking content alone will do the job

UNDERSTANDING

CREATING

EXECUTING

UNDERSTANDING

Learnings

Challenges Challenges Challenges Challenges

Responsibilities

Responsibilities

Responsibilities

Responsibilities

Persona name

Persona name

Persona name

Persona name

Persona targeting

Learnings Learnings Learnings

CREATING

Vodat International direct mailer


EXECUTING

START

Giving yourself time to think


1

Understand what keeps your prospects awake at night – dreams AND nightmares

2

Segment your audience – but treat them as people

3

Connect with your audience on an emotional level

4

Create content that works for every stage of the buying cycle

5

Test, learn and change

www.fieldworksmarketing.co.uk

Any questions?

Chelsea Reay

e [email protected]

Closing comments

Chelsea Reay, Head of Content, Fieldworks @Fieldworks


the b2b content conundrum: striking a balance between creativity and commerce in business...

Marketing