knowledge as a sales tool - contentmarketing in the ict business [english]
DESCRIPTION
The slides of my presentation at Next Marketing 2013 in The Netherlands where I was a keynote speaker on the topic of content marketingTRANSCRIPT
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Knowledge as sales tool
ContentMarketing in the ICT business
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@jwalphenaar #nm13
ICT is all about knowledge
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@jwalphenaar #nm13
And certificates
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@jwalphenaar #nm13
But does your client understand the meaning of these certificates?
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@jwalphenaar #nm13
Knowledge is in a continuous development
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@jwalphenaar #nm13
Putting a lot of money in the brains
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@jwalphenaar #nm13
Knowledge is power!
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@jwalphenaar #nm13
My precious
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@jwalphenaar #nm13
We will not give it away for free!
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@jwalphenaar #nm13
People love product sampling
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@jwalphenaar #nm13
Why not knowledge-sampling?
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@jwalphenaar #nm13
Knowledge sharing
Oh I like it, I want more!
Look, this is what I
got to offer.
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@jwalphenaar #nm13
Don’t tell people that you are good
Prove it!
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@jwalphenaar #nm13
Knowledge sharing is like foreplay
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@jwalphenaar #nm13
Knowledge as sales tool
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@jwalphenaar #nm13
Traditional sales
Suspect Prospect Lead Klant
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@jwalphenaar #nm13
Fuck the sales funnel
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@jwalphenaar #nm13
Clients hate salesmen!
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@jwalphenaar #nm13
The customer is in control
Need Research solutions Shortlist Selection Decision
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@jwalphenaar #nm13
A good writte article (blogpost) can lead to new insights
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@jwalphenaar #nm13
That’s interesting We might
need that
Need Shortlist Selection Decision
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@jwalphenaar #nm13
Free time
Not only getting new knowledge
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@jwalphenaar #nm13
But also sharing it
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@jwalphenaar #nm13
Blogging on a weekly base generates 72% more leads
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@jwalphenaar #nm13
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@jwalphenaar #nm13
Your new strategy
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@jwalphenaar #nm13
Step 1: Training
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@jwalphenaar #nm13
Step 2: Mapping your knowledge
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@jwalphenaar #nm13
Stap 3: Content agenda
★Topics
★Events
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@jwalphenaar #nm13
Stap 4: writing
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@jwalphenaar #nm13
Stap 5: publish
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@jwalphenaar #nm13
Time to chill?
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@jwalphenaar #nm13
Content needs promotion
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@jwalphenaar #nm13
80% of Dutch ICT-companies uses social media
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@jwalphenaar #nm13
Your content is your new ammo on social
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@jwalphenaar #nm13
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@jwalphenaar #nm13
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@jwalphenaar #nm13
Which is the most effective social network fordistributing your content?
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@jwalphenaar #nm13
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@jwalphenaar #nm13
Content sharing
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@jwalphenaar #nm13
And than the interaction starts
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@jwalphenaar #nm13
1. Determine your knowledge and expertise2. Put this into understandable content3. Publish this content4. Share your content and knowledge5. Create a need with your potential clients
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@jwalphenaar #nm13
Content creates trust
Mm, they are truly a thought
leaderInvite them over
for a meeting
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@jwalphenaar #nm13
Use your knowledge as a Sales boost
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@jwalphenaar #nm13
Book me as a speaker at your next event
★http://www.linkedin.com/in/jwalphenaar
★www.jwalphenaar.nl