gcd-week3-b2c-b2b-contentmarketing
DESCRIPTION
Griffith - Week3 - Content Marketing ProgrammeTRANSCRIPT
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Content Marketing Programmes
Keith Feighery
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Outline
• Overview of Content Marketing Programmes• Case Studies of Content Types• Purpose of your Content• Relevant Integrated B2C and B2B Case Studies
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Types of Content
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Website
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Blogs
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Social
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Professional Networks
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Ads & SERPs
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Display Ads
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Video
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Photos
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Docs & PPTs
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Summary of Content Types
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Content types
• The content and digital media on your Web site, blog other content managed systems, partner sites etc..
• Facebook fan pages and posts• Tweets, status updates• E-mail newsletters• Blog posts, reader comments and reactions• Whitepapers, case studies, webinars, podcasts• Videos, demos & presentations• Product/service reviews• Forums• Articles and other intellectual property or knowledge sharing –
professional contributions etc.
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Who Creates this content?
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Who creates the content• Internally
– Find employees who are knowledgeable and want to write– Re-purpose content that has been created over time for different
media• Partners, customers and third party experts
– Publish whitepapers, webinars, eBooks, articles etc…with partners• Customers
– If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..
– You can allow customers to make product recommendations – crowdsourcing
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Purpose of Content Marketing
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Content Marketing Should Support and Accelerate the following:
Create Awareness of Products/ServicesCustomer/Prospect EngagementCustomer AcquisitionCustomer RetentionCustomer Advocacy
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B2C Content Marketing Programmes
Keith Feighery
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B2C Content Programmes
• Provide valuable information, content, entertainment to your prospects and customers
• Create an ongoing conversation with them where possibe• Address wider customer needs – beyond what your
product/service does• Give them what they want i.e. deals/discounts/extended service,
engagement etc..• Create awareness of products, services, organisation, people• Be transparent in terms of customer service, company
information etc..• Actively seek network effects and customer validations
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Business to Consumer
Case Studies
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Content Marketing using Facebook
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Bars - Facebook
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D4Hotels.ie
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Wright Venue – Like Us
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Wright Venue Wall
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Dublin Simon Community
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Non-Profits Leveraging Facebook
(Some before and afters)
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Irish Wildlife Trust - Before
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Irish Wildlife Trust - Now
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Breast Cancer Ireland - Before
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Breas Cancer Ireland - Now
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Barnardos - Before
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Barnardos - Now
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Trocaire – Before
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Trocaire - Now
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Irish Cancer Society
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Multi-Channel Case Studies
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Kogi BBQ
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BlendTec
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HostelWorld
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Hairybaby
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Dazzledust
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The Good Mood Food Blog
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C-Mon & Kypksi
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Greater Manchester Police
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Mayo Clinic
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B2B Online Marketing
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B2B Inbound Marketing
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Attraction Marketing
• Inbound Marketing with intent – pull marketing versus push marketing
• Using your content to build engagement with purpose, targeted at your specific audience
• When you create content that pulls prospects, you are differentiating your brand– Customers recognise the value and follow trail back to your base
(website) to engage with you– To ensure this works – create contagious content
• Your content will move buyers along in their buying process to become a live sales opportunity in time
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Problem: In B2B Sales
The Internet has disintermediated the sales process
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The solution
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Key Rules for Marketing Online
1. Develop Buyer Personas– Understand your prospects, based on who they are, how they
behave, and where they interact in the sales cycle
2. Align content with buyers– Determine what types of information your prospects will need,
based on who they are, how they behave and where they are in their buying process
3. Consistency across channels– Leverage as many channels as possible to get your message out –
and keep messages consistent
4. Let experts do the talking – Solve problems – find experts & partners who can articulate and
discuss problems and solutions
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The 7 Key Rules for Connected Marketer
5. Multi-channel distributions– Buyers have different preferences for consuming information –
you need to make sure content is accessible from all these channels (Blogs, website, rss, twitter, facebook, business portals)
6. Get Connected– Make yourself a valuable resource for your prospects and connect
with them on every relevant platform
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The Sales Funnel
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Buyer Cycle Intelligence
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Buyer Cycle Intelligence
• Characteristics of best customers– Who typically buys from you, who are least demading customers,
characteristics of easily and profitable closed sales• Understanding the “Buyer Journey”
– Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..)
– How can you identify if a prospect has stalled• Lead Qualification
– What are the specific characteristics of a marketing qualified lead– What MQL (marekting qualified leads) typically convert– What are the characteristics of leads that typcially need to go
through a nurturing programme
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Relevant B2B Content
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B2B Case Studies
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Hubspot
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American Express