Content Strategy for B2B companies

2.10.2012

Content Strategy in brief

Web pages are usually planned from companies perspective

This is not the right way since people do not search for these things – they try to find answers and interesting visions for their interest areas.

The experience?

Like visiting a grocery store!

Content Strategy in brief

Main Products ContactServices

Problem

Solution

Idea

Trend

Contact

The way we now offer the content

The way strategic content works

Content Strategy in brief

More than 90 % of resources in web page projects are spent in graphic design and technical system, even though people navigate in web searching for the content!

Content Strategy in brief

Especially in B2B, where we try to impress our customers and potentials that we are the right company to do business with, we need to give then more than products and services.

We need to give them ideas, trends,

visions, opinions

Critical questions

1. Who are the most important focus groups from the company’s perspective?

Critical questions

2. Where are the most influential discussions going on in the web where opinion leaders are?

Critical questions

3. Where from the customers come to the site? What kind of questions or problems do they have that we can offer answers?

Critical questions

4. What information do they search for / why would they come to the company’s site?

Critical questions

5. How we keep them coming to our site? i.e. what is the process for planning interesting content for them?

Critical questions

6. What internet channels you use at the moment? Own site, Linkedin, Facebook, Slideshare, Youtube, Twitter? How we use these all to serve the most important focus groups / customer groups?

Steps

1. Planning a content path and the way to measure it for the most important customers / focus groups (not just to company’s own site, but along the internet)

2. The process can be done eventhough a new site has been opened

3. Differo fasilitates the creation = workshop

4. Execution

5. Evaluation

6. The company can duplicate the process for other focus groups / or Differo can help as well

Ideas

1. Differo can also go through the new site and give analysis how it can be improved from the perspective of customers

2. Differo can plan ’an article campaign’ to boost company’s role as an opinion leader

3. Differo can plan the process for creating interesting content for the focus group

Interested?

Contact

Katri Tanni, CEO Differo Ltd.

+ 358 44 5928330

katri.tanni@differo.fi

www.differo.fi