Content Marketing Conference 2014 - Deloitte case study
1. Tristan Lavender | Deloitte Netherlands
Content Marketing Conference Europe | Antwerp, June 10
How to create a content-driven
and customer-centric company culture
and customer-centric company culture
20. What global B2B brands communicate about
What B2B buyers value in a brand
Source: McKinsey, 2013
Honest, open dialogue
High level of specialist expertise
Fits with my beliefs and values
Corporate social responsibility
Shapes the direction of the market
Innovation
Global reach
21. What global B2B brands communicate about
What B2B buyers value in a brand
Source: McKinsey, 2013
Honest, open dialogue
High level of specialist expertise
Fits with my beliefs and values
Corporate social responsibility
Shapes the direction of the market
Innovation
Global reach
I don’t give a f*ck.
22. Who do you trust most as a source of information?
Company’s CEO
Company’s employee
Activist consumer
Academic
Media spokesperson
Source: Edelman Trust Barometer, 2013
27%
36%
25%
21%
16%
38. (In English)
Dear colleague,
today we launch
‘State of the State’,
a data analysis of our
country. Check out
www.stateofthestate.nl
Hans van Vliet
Generate awareness for content.