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. spotONvision organiseert jaarlijks het B2B Marketing Forum. Voor meer informatie; bekijk de website www.b2bmarketingforum.nl

1. Content Marketing
The next level
Presentator:
Ingrid Archer
Managing Partner
@ingridarcher
ingrid@spotonvision.com
Host:
Charles van der Wal
Inbound Marketeer
@charlesvdwal
charles@spotonvision.com

2. Our services
The Buyer
Lead Management
Contentmarketing
Marketing Automation
@ingridarcher
#b2bnl

3. Vragen?
GoToWebinar:
“Chat” of “Ask a question”
OF
Twitter met #b2bnl tag
Twitter: @spotonvision
@charlesvdwal
#b2bnl

4. Agenda
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
@ingridarcher
#b2bnl

5. @ingridarcher
#b2bnl

6. Why do we need to take content marketing seriously?
The experts
Inbound requests
Leads
Database
Increase brand awareness
Search Engine performance
Sales engagement
Help the community!
@ingridarcher
#b2bnl

7. @ingridarcher
#b2bnl

8. @ingridarcher
#b2bnl

9. 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

10. Buyer Persona
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
@ingridarcher
#b2bnl

11. Buyer Persona
@ingridarcher
#b2bnl

12. 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
@ingridarcher
#b2bnl

13. Increase conversion rates by sending the right
message at the right time to the right persona
Communication Effectiveness
“Campaigns that target
based on Website user clickstream data outperform
untargeted broadcast
campaigns by nearly 4 to 1.”
Forrester Research
Right-Time
Right-Message
True Personalization
One to One
Best-in-class lead scoring
programs increase pipeline
thickness by 27% v. the
average of 12%.
Aberdeen Group
Behavior-Driven
“Segmented lists yielded
an 11.7% CTR v. unsegmented lists of same
size yielding only a 0.6%
CTR.
Marketing Sherpa
Segment
Customer-Driven
Batch and Blast
Product-Driven
v
Eloqua Best Practices: The Revenue Lifecycle™
@ingridarcher
#b2bnl

14. @ingridarcher
#b2bnl

15. @ingridarcher
#b2bnl

16. Content Mapping
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
@ingridarcher
#b2bnl

17. @ingridarcher
#b2bnl

18. Content mapping
Buyer
Persona A
Stages
awareness
trigger
1. Article/Blog
2. Video
3. Paid media
research
1. Webinar
2. Email news
assess
1.
2.
3.
4.
negotiate
1. ROI
calculator/Quic
k scan
2. Demo
3. Testimonial
consideration
decision
purchase
Question
from buyer
Suitable Content
Whitepaper
eBook
Master Class
Round Table
1. Face-to-face
event
Figure out what
content triggers
@ingridarcher
#b2bnl

19. 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

20. Dialogue
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
@ingridarcher
#b2bnl

21. @ingridarcher
#b2bnl

22. Channels
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
@ingridarcher
#b2bnl

23. @ingridarcher
#b2bnl

24. Metrics
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
@ingridarcher
#b2bnl

25. Metrics for success
 Volume: Inquiries, Marketing qualified Leads
 Conversion rates
 Cost per lead (Outbound vs. Inbound)
@ingridarcher
#b2bnl

26. 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!
@ingridarcher
#b2bnl

27. Q&A
Vragen via “Chat” of “Ask a question”

28. spotONvision biedt advies:

29. 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