Content Marketing The next level

Host:Charles van der WalInbound Marketeer@charlesvdwalcharles@spotonvision.com

Presentator:Ingrid ArcherManaging Partner@ingridarcheringrid@spotonvision.com

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The Buyer Contentmarketing

Lead Management Marketing Automation

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① Content marketing

② Buyer persona - content consumption during the buyer journey

③ Content mapping to create engagement - how to develop content which is highly buyer focused

④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull

⑤ Channels: Mixing inbound and outbound

⑥ Develop the right metrics to measure your success

Agenda

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Why do we need to take content marketing seriously?

The expertsInbound requestsLeadsDatabaseIncrease brand awarenessSearch Engine performanceSales engagementHelp the community!

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@ingridarcher #b2bnl

@ingridarcher#b2bnl

10 principles

Be relevant to your readers

It’s not about you!

Choose a content category and stick to it

Be trustworthy provide supporting data

Involve your customers, partners and others

Optimize your content

Show your knowledge & expertise

Offer valuable content to your audience. Not self promotional

Relevant to your company

Be unique

@ingridarcher #b2bnl

① Content marketing

② Buyer persona - content consumption during the buyer journey

③ Content mapping to create engagement - how to develop content which is highly buyer focused,

④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull

⑤ Channels: Mixing inbound and outbound

⑥ Develop the right metrics to measure your success

Buyer Persona

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Buyer Persona

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Results of using Buyer Personas

Change misconceptions about buyer segments

Effective marketing messages and programs

Better engagement

Insight in how to nurture your buyer

Better marketing ROI

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Increase conversion rates by sending the right message at the right time to the right persona

@ingridarcher #b2bnl

@ingridarcher #b2bnl

@ingridarcher #b2bnl

① Content marketing

② Buyer persona - content consumption during the buyer journey

③ Content mapping to create engagement - how to develop content which is highly buyer focused

④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull

⑤ Channels: Mixing inbound and outbound

⑥ Develop the right metrics to measure your success

Content Mapping

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@ingridarcher #b2bnl

Buyer Persona A

Stages Question from buyer

Suitable Content

awareness trigger 1. Article/Blog2. Video3. Paid media

research 1. Webinar2. Email news

consideration assess 1. Whitepaper2. eBook3. Master Class4. Round Table

negotiate 1. ROI calculator/Quick scan

2. Demo3. Testimonial

decision purchase 1. Face-to-face event

Figure out what content triggers

Content mapping

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Content creation criteria

After the mapping, before you create your calender, please check:

Is it really relevant to your buyer? Is it unique? Does it add value? Does it make sense for you to produce? Is it in your domain? Can you actually create it easily?

@ingridarcher #b2bnl

① Content marketing

② Buyer persona - content consumption during the buyer journey

③ Content mapping to create engagement - how to develop content which is highly buyer focused

④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull

⑤ Channels: Mixing inbound and outbound

⑥ Develop the right metrics to measure your success

Dialogue

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@ingridarcher #b2bnl

① Content marketing

② Buyer persona - content consumption during the buyer journey

③ Content mapping to create engagement - how to develop content which is highly buyer focused

④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull

⑤ Channels: Mixing inbound and outbound

⑥ Develop the right metrics to measure your success

Channels

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@ingridarcher #b2bnl

① Content marketing

② Buyer persona - content consumption during the buyer journey

③ Content mapping to create engagement - how to develop content which is highly buyer focused

④ Create the dialogue by one-to-one nurturing - automated campaigns driven by buyer pull

⑤ Channels: Mixing inbound and outbound

⑥ Develop the right metrics to measure your success

Metrics

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Volume: Inquiries, Marketing qualified Leads

Conversion rates

Cost per lead (Outbound vs. Inbound)

Metrics for success

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3 things to remember

Lead Nurturing relates to the buying cycle and focuses on what the buyer needs

Your goal is to build relationships and profile information with suspects

Make sure you have valuable content to deliver!

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Q&A

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