Slide 5.1. 2 Content Marketing Definition Content marketing is the marketing and business process...

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Slide 5.1 Video 13 B2B Content Marketing Key Concepts IBMS Semester 6b Fall 2013 Mr. George Szanto

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Transcript of Slide 5.1. 2 Content Marketing Definition Content marketing is the marketing and business process...

Page 1: Slide 5.1. 2 Content Marketing Definition Content marketing is the marketing and business process for creating and distributing relevant and valuable.

Slide 5.1

Video 13 B2B Content Marketing Key Concepts

IBMS Semester 6b Fall 2013

Mr. George Szanto

Page 2: Slide 5.1. 2 Content Marketing Definition Content marketing is the marketing and business process for creating and distributing relevant and valuable.

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Page 3: Slide 5.1. 2 Content Marketing Definition Content marketing is the marketing and business process for creating and distributing relevant and valuable.

Content Marketing Definition

• Content marketing is the marketing and business process for 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.

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Some Key Problems Facing B2B Content Marketing

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Diffusion of Content Production

• Source: Digital Evolution of B2B Marketing, 2012, www.executiveboard.com13

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How much content do you need? An example.

4 personas; 5 step buying process; 5 online channels; 6 updates of content per year equals: 4 x 5 x 5 x 6 = 600 pieces / year !

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Which offer is more appealing ?

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Different Kinds of Content during buying journey

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Summary – Content Decisions Power versus Noise

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End of Video

• Please try the online quiz.

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