Content Marketing Programmes

Keith Feighery

Business to Business

Content Strategy B2B

• Listen and Understand your audience and their behaviour patterns

• Map out all the stages of your buyer cycles• Create specific personas for your prospects and clients• Identify specific needs for each of your buyer personas along the

buyer cycle• Develop content for each buyer stage• Develop a content development schedule• Allocate resources or identify third parties to produce specific

content• Develop a clear voice and personality for your content• Solicit feedback from your prospects, customers and community

B2B content marketing

• Create valuable content that is of real interest to your customers• Prospective customers engage with sales teams later in the funnel

due to online information• Providing content the pre-identified types and roles of customers

want and need• Providing content that maps directly to the different stages of the

buyer cycle• Producing and sharing content that your community and

prospective customers enjoy and will potentially share• Distributing content where your customers and prospects

coalesce online

Business to Business Case Studies

Intuit Business Service Co.• Provides customer service and advice

– Twitter, Blogs, wikis (accessed 2.7 million times) and dedicated online advice sites

• Well crafted web2.0 site – Embedded customer feedback channels

• Two-way transmission of information – From customers to Accountants, Tax, Business services etc..

• Online Peer to Peer communicatin– Forums and Wikis

• Closed member feedback groups – For research and very frank opinions

Intuit Business Services

Salesforce.com

American Express

Oracle – Customer Collective

Alterian

Eloqua

MarketBright

Marketo