unsexy products need content too - steven van duyse

MY BUSINESS IS UNSEXY

SO WHY THE HELL WOULD I NEED CONTENT?

full service digital agencyinbound & online marketingwebdesign & developmentmarketing automationdigital content creation

some food for thought

my audience doesn’t use search engines like that

44% of all buyers start the buying process via a search engine

my customers aren’t interested in ‘content’

Content generates 3x more

leads than traditional

push marketing.

At a third of the price.

87% of internet users admit being influenced by helpful content when buying everyday products

70% of all companies worldwide have no content strategy

big purchases don’t happen online

B2B buyers go through about 57% of the purchasing process before ever talking to sales.

time to break the wall between facts and common beliefs

Sexy or not sexy, when you’re in a business where you need to:

•Educate customers•Assist customers•Guide customars•Convince customers…

You need content.

You need content. But where do you start?

everything starts with a plan

know your company

know your customer

know the buyer

journey

the right content at the right time

define your kpi’s

set up a road map

analyse, optimize, repeat

cases

CONCLUSIONS 2015

steady growth curve becoming flatter

little organic growth

competitors don’t use content

outdated corporate site

CHALLENGES?

raise amount of hearing test requests in a target group that’s not ‘digital’

grow ’expert’ image

lower the share of paid channels in the media mix

APPROACH 2016

market researchcompetitor researchbuyer researchcontent strategymarketing automation

APPROACH 2016

bloge-books & brochures as premium contentpersonalized email-follow upmediapartners no longer used for bannering, but for content promotionmarketing automation makes it all easier

5 take aways

5 take-aways

marketing knows the product, sales knows the customer

no strategy, no party

data is your best friend, use it

bad content is worse than no content

ain’t no opportunity like an unsexy product

GOT QUESTIONS?