Content marketing nyenrode - v02 charles- shimon
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Transcript of Content marketing nyenrode - v02 charles- shimon
Shimon Ben Ayoun!Managing Partner!
spotONvision!
!July 1st 2014!
#b2bnl
Content Marketing & Digital Connections !
Shimon Ben Ayoun!Co-‐Founder & Managing Partner
MIKE VOLPE CMO HUBSPOT
Challenges Q1- 2007!
• 10 beta customers!• 2-3 leads per day!• 5 people in company!• Small seed investment by founder!
Build Marketing Assets!
• Blog!• Free Tools!• Podcast!• Videos!• Photos!• Presentations!• eBooks!
Case Study: HubSpot Blog!
• Top 3 source of leads!• ~10% visit company website!• ~10-20% lead conversion rate!
Building Marketing Assets(2013)!
• 1,600 blog ar,cles, 4.8M views • 260 presenta,ons, 993K views • 200 YouTube videos, 586K views • 150 podcast episodes, 160K views • 100 webinars, 125K views
Status in 2013!
Marketing that generated growth & Love!
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Revenues 2013: $77.6 million!
#Customers: 11,000 +!
#Employees: 750!
What is Content Marke,ng?
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire,
and engage a clearly defined and understood target audience - with the objective of driving profitable customer
action. !!
Source: Joe Pulizzi!
The Age of the Empowered Customer!Does 60% of the buyer journey without contacting sales!
Buyer PersonasKnow your customer!
Only marketers who are customer-obsessed and adapt to consumers’ changing behaviors in real time will succeed.
Forrester Research
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 !
Buyer Persona A!
Stages! Question from buyer!
Suitable Content!!
awareness! trigger! 1. Article/Blog!2. Video!3. Paid media!
research! 1. Webinar!2. Email news!
consideration! assess! 1. Whitepaper!2. eBook!3. Master Class!4. Round Table!
negotiate! 1. ROI calculator/Quick scan!
2. Demo!3. Testimonial!
decision! purchase! 1. Face-to-face event!
Figure out what content triggers!
Content Mapping!
Content creation criteria!
After the mapping, before you create your calendar, 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?!
Survey results online !
Interview with one of the authors!
Press release!
Summary of the results!
Blog post about the survey in general!
1 article per chapter!
Webinar about the survey!
The long life of a Survey!
3 out of 4 CEOs want marketers to become 100% ROI-‐focused
Less than 1 in 3 companies properly calculate marketing ROI*!
Revenue Performance Indicators
Value
Reach
Conversion
Velocity
Return
REVENUE IMPACT REPORT!
NUMBER OF LEADS & OPPORTUNITIES GENERATED!
Analysis!
Analysis!
MEET ERNA!(based on a true story)!
Digital Body Language!
Engagement fit!• Interested in Content Marketing
(found us via google)!• Funnel Stage – Awareness!• Main message – You can reach
more with content!
Profile fit!• Segment marketing manager!• Large Insurance company!• Large marketing teams!
v Eloqua Best Practices: The Revenue Lifecycle™
Communication Effectiveness
Batch and BlastProduct-Driven
SegmentCustomer-Driven
One to OneBehavior-Driven
Right-Time Right-MessageTrue Personalization
Forrester Research
“Campaigns that target based on Website user click-stream data outperformuntargeted broadcast campaigns by nearly 4 to 1.”
Marketing Sherpa
“Segmented lists yielded an 11.7% CTR v. un-segmented lists of same size yielding only a 0.6% CTR.
Aberdeen Group
Best-in-class lead scoring programs increase pipeline thickness by 27% v. the average of 12%.
Lead Nurturing!
Search Google!• Found spotONvision
eBook and visited relevant webpages!
Attended the webinar!• Follow-up afterwards!
Sent eBook Follow-up!• An invitation for a webinar!
Registered for the webinar!• Sent all details and agenda
appointment!
2 Weeks!
SO, WHAT’S NEXT?!
START WITH THE BASICS!GET TO KNOW YOUR BUYER AND HIS/HER BUYER JOURNEY FIRST!
CONTENT IS THE NEW CURRENCY!
BUT HAVING QUALITY CONTENT IS ESSENTIAL FOR B2B ENGAGEMENT &
CONNECTIONS!
DON’T INVEST IF YOU PLAN TO DO IT ONCE!Content Marketing requires consistency and continuity!
Some Examples
B2B Marketing Forum!
The Buyer! Content Marketing!
Lead Management! Marketing Automation!
spotONservices!
Want to know more? Or need [email protected]!
Helping in transforming marketing from cost-center to revenue generator!!
Thank You!!!
Shimon Ben Ayoun!@shimonbenayoun!
