Brand as publisher
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1 Brand as Publisher What’s driving the development? Examples B2B have to adress it too What to do Fortroligt / Nørgård Mikkelsen
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Transcript of Brand as publisher
1
Brand as Publisher
What’s driving the development?ExamplesB2B have to adress it tooWhat to do
Fortroligt / Nørgård Mikkelsen
THE FACTS
Search/social put the consumer in control
Content now drives purchasing decisions
Brand must engage/align consumers directly
WHY IS THIS HAPPENING?
Consumers are in charge
Lower barrier to publish
Communities are self-organizing
Content drives decisions
Red Bull has a bigger turnover being a publisher than a energy drink.
Territory: Adrenalin
FROM INTERRUPTION TO PERSUATION
Building relationships based on serving, educating and entertaining customers
2/3 of consumers say information provided by content marketing helps them make better purchase decisions
Using video, imagery and infographics gains 94% more total views.
52% AF ALLE B2B INDKØBER INFLUERET AF MOBILEN
FROM INTERRUPTION TO PERSUATION
LinkedInFacebookInstagramSlideshareYouTubeTwitterForums
Website/blogsNewsletters
2 CORE PILLARS OF A CONTENT MARKETING STRATEGYPUBLICATION AND DISTRIBUTION
THE CONSUMER DOES’NT NOTICE THE DIFFERENCE
THE CONSUMER DOES’NT NOTICE THE DIFFERENCE
75% OF YOUTUBE USERS AGREED:IF THERE’S A BRAND I LOVE, I TEND TO TELL EVERYBODY ABOUT IT
UserGeneratedContent Video is trusted 50% more than information from other sources.
UGC videos are watched 10 times more than content created by Brands.
https://www.youtube.com/watch?v=bn3Bc63Pz38
Coca Cola has bought a lot of private videos about happiness
THE 5 S’ OF MARKETABLE CONTENT
1. Searchable
2. Shareable
3. Supportive
4. Specialist
5. Sustainable
https://www.youtube.com/watch?v=zpgd6qR-5Jg
Dove has chosen the territory:Women are beautifull
the way they are
https://www.youtube.com/watch?v=XjJQBjWYDTs
Always territory:Challenge what it is to be
”like a girl”
https://www.youtube.com/watch?v=DRoqk_z2Lgg
Pandora’s territory:The importance of jewellery.
(It can make your kid recognize you)
ASK YOURSELF What do you want someone to do in each channel?Share?Comment?Visit your website?Register for something?
What is the specific type of content the audience wants to get in this channel?
What is the right tone for the channel?Friendly? Fun? Conversational? Professional?
“IF YOU SELL SOMETHING YOU MAKE A CUSTOMER TODAY.IF YOU HELP SOMEONE, YOU CREATE A CUSTOMER FOR LIFE”
850% MORE LEADS WITH A BLOG
15 THINGS TO BE AWARE • Navigation• Accessibility• Suitability of Content Format• Design• Use of Images• Content Originality• Tone of Voice• Relevant to the Audience• Review your copy for grammatical and spelling mistakes• Publishing Frequency• Link to additional content• Search• Brand Familiarity• In Line with Business Goals• Brand Persona
CREATE COMMUNINITIES OF INTEREST
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What about BtB?
BtB companies that blogs 1-2 times a month generate 70% more leads.Increase blogging from 3-5 times a month to 6-8 times double their leads.
73% of all IT Buyers are engaged with a vendor via a social network
Fortroligt / Nørgård Mikkelsen
B2B PRODUCTS BECOME MORE ALIKE – FASTER. SO SERVICES ARE THE KEY TO SUCCES
Product selling Solution selling
2/3 OF ALL DECISIONS ARE MADE BEFORE YOUR CUSTOMERMEETS YOUR COMPANY
90% uses search when choosing a vendor B2B purchasers make 12 searcehs ¾ search without brandname 75% only visit homepages once 60% only consider 1-2 brands
ATTENTION
INTEREST
DESIRE
ACTION
52% OF ALL B2B PURCHACEIS INFLUENCED BY MOBILE
It has trippled In two years
VIDEO ANVENDES I 70% AF ALLE B2B INDKØB
44% Product features
43% How-to
37% Professional reviews
22% Ads on YouTube
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How do I get started?
A small startup with a limited Budget
Fortroligt / Nørgård Mikkelsen
OUTSOURCINGCAN GET YOU THERE
FancyHands.com Stik-i-rend-dreng
DesignCrowd.com Logo, websites m.m.
ImageBrief.com Verdens bedste fotografer
FeedbackArmy.com Pretest
UserTesting.com UX evaluering
Gengo.com Oversættere fra hele verden
Wordy.com Korrekturlæsere
