content marketing in the b2b customer journey
DESCRIPTION
The B2B Customer journey requires different content, a step by stpe to define the required the creative content.TRANSCRIPT
(every story needs a)
CONTENT MARKETINGIN THE B2B CUSTOMER JOURNEY
2
CONTENT MARKETING
The essence of Content Marketing is sharing information with prospects and clients.
What information, how and when? That is all a matter of the right timing.
E-MAGAZINE 01
3
CUSTOMER JOURNEY
COMPANY A
COMPANY B
COMPANY C
2EVALUATION
COMPANY B
CUSTOMER
4COMPANY B
BUYING
3 Prospects are looking for different kinds of information, depending on the phase in their buying cycle.
1RESEARCH
4
RESEARCH
What exactly do I need?
What companies can deliver this?
Who are the authorities in this area?
QUESTIONSWhat questions are relevant at the start of the Customer Journey.
1
COMPANY A
COMPANY B
COMPANY C
2EVALUATION
COMPANY B
CUSTOMER
4COMPANY B
BUYING
3
FOR MORE INFO VISIT
5
RESEARCH
CONTENTWhat information do you want to share in this phase?
This is the problem and how we solve it.
Here’s why we are good at our job.
This is new and trendingin our line of business.
6
RESEARCH
FORMSHere are the most suitable forms for sharing content.
• 60’ Animation • White paper + summary• Infographic• Press release • Presentation slides• E-magazine
FOR MORE INFO VISIT
7
EVALUATION
QUESTIONSWhat information do prospects need at this point?
COMPANY A
COMPANY B
COMPANY C
Who can help me choose?
What does each company have to offer?
What are roughly the costs and benefits?
2COMPANY B
CUSTOMER
4COMPANY B
BUYING
3
1RESEARCH
8
CONTENTWhat information is relevant to share in this phase?
EVALUATION
COMPANY A
COMPANY B
These points are important when purchasing.
Let’s show you how our product or service works.
These are recent customers and projects.
This is the estimated ROI.
FOR MORE INFO VISIT
9
FORMSMost suitable forms for sharing content.
EVALUATION
• 120’ product demo• Product sheets• White paper + summary• Infographic• Presentation slides• Quick scan
10
BUYING
QUESTIONSWhat information do prospects need at this point?
COMPANY B
3COMPANY B
CUSTOMER
4
1RESEARCH
COMPANY A
COMPANY B
COMPANY C
2EVALUATION
Do I want to do business with this company?
What do other customers and analysts say?
What are the exact costs and ROI?
FOR MORE INFO VISIT
11
CONTENTRelevant content to share in this phase.
BUYING
COMPANY B
This is who we are and how we work: corporate info.
See what customers, references and analysts think of us.
This will be the ROI in your specific situation.
12
FORMSMost suitable forms for sharing content.
BUYING
• Corporate brochure, pdf • E-magazine • 60’ video’s: CEO, custo mers, references• Analysts reports • Proposal (sales dept.)
FOR MORE INFO VISIT
13
CUSTOMER
QUESTIONSYour prospect has become a customer.What questions does he have?
COMPANY B
4
1RESEARCH
COMPANY A
COMPANY B
COMPANY C
2EVALUATION
COMPANY B
BUYING
3
Is my company still the best choice?
What else do they have to offer?
Why would I need this?
14
CONTENTRelevant content to share in this phase.
CUSTOMER
This is new and trending in our field.
Here’s how we are doing.
These are new products, services, applications, possibilities etc.
FOR MORE INFO VISIT
15
FORMSMost suitable forms for sharing content.
E-MAGAZINE 01
CUSTOMER
• E-magazine • Press release • Product sheets• Infographic• Presentation slides
16
Is your company sharing the right content in all phases of the Customer Journey?
CONTENT MARKETING TOOLSET
2
E-MAGAZINE 01
4 3
1
FOR MORE INFO VISIT
17
1. RESEARCH • 60’ Animation • Infographic • Presentation slides
2. EVALUATION • White paper • Product demo • Quick scan ROI
3. BUYING • Corporate brochure • Reference video’s • Analysts reports
4. CUSTOMER • E-magazine • Press releases • Product sheets
CONTENT GAP ANALYSIS
2
4 3
1
Start by analyzing what you need versus what you already have.
18
SEEDING
Choose the proper channels to make your content available.
YouTubeLinkedInTwitterSlideshareTrade magazinesE-magazine Blogs on websiteDirect email
FOR MORE INFO VISIT
19
BOOSTING
Let the customer know that your information is out there.
Note: We focus on advertising to boost content marketing. This is why traditional advertising media like RTV, Out of Home and DM are not included.
Google AdWords Boosted posts on LinkedIn, Twitter, Slideshare Trade magazines Trade fairs
20
RESPONSE
Make it easy for the customer to get in touch with your company.
Annotation
Landing page
Website
Email to marketing or sales department
FOR MORE INFO VISIT
21
CONTENT CALENDAR
Then make a schedule to develop and share your content. Also plan when to monitor, evaluate and tune your campaign.
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Headline gladly helps you to produce the analysis, the calendar and all the creative content you need. Call +31 (0)20 5721 321Mail [email protected]