innovation applied to b2b content marketing
TRANSCRIPT
@newscred
Innovation Applied to B2B Content Marketing
Veronique Lafargue, Global Head of
Content Strategy, Google
Google recipe for innovation applied to B2B content marketing Veronique Lafargue, Global Head of Content, Google Apps for Work
Know the user
Anywhere, anytime
Do not delegate empathy
An emotional journey Anxious,
suspicious Happy, proud
Needing Budgeting Comparing Testing Deploying
“We’re lost at first in having to choose a vendor. We have to search. It is tiresome, laborious. It is often a win or lose situation”
“We are always suspicious”
“Finally, we have to help people be successful – to adopt the new tools”
Test everything
“It seems for small businesses. For it to talk to me it would have had to be more of an office atmosphere.”
Details make a big difference
“This is it! This is what some people do and they can get a lot from Google Apps.”
● Don’t delegate empathy ● Acknowledge emotions ● Pay attention to details
Proprietary + Confidential Know the user
Think 10x
10x Your creative time
Higher engagement
10x Your impact: Discover your superpower
● Make time for creativity
● Be an internal evangelist
Think 10x
Prototype
Prototype
Nobody likes to fail but everyone likes to learn
Know the user - Think 10X - Prototype
Thank you! Veronique Lafargue, Global Head of Content, Google Apps for Work
@newscred
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