1. Content Marketing Workshop Summary
December 17th 2013

2. 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.
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Presentation by Niklas Lohmann (Feverpitch)
Participants most important question (input for discussions)
Group discussions
This is a short summary of the key insights.
The Pipeline Marketing Company

3. Questions that were discussed

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

5. How do I get sales- and productspecialists to
commit to content marketing?
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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
The Pipeline Marketing Company

6. 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
The Pipeline Marketing Company

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

8. How do I start on a small scale? How can I
maximize output when budget is limited?
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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
The Pipeline Marketing Company

9. How long should the perfect blog-post be?
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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
The Pipeline Marketing Company

10. 8 Key Insights

11. 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…
The Pipeline Marketing Company

12. Thank you for a great workshop
Fredrika.Bennison@vendemore.com
www.linkedin.com/company/vendemore
www.vendemore.com