content marketing in the b2b customer journey
TRANSCRIPT
2
INTRODUCTION
The essence of Content Marketing is sharing information with prospects and clients, as you probably know.
But: what information exactly, how and when? That is the subject of these slides.
E-MAGAZINE 01
3
CUSTOMER JOURNEY
COMPANY A
COMPANY B
COMPANY C
2EVALUATION
COMPANY B
CUSTOMER
4COMPANY B
BUYING
3 Prospects are looking for different kinds of information, depending on the phase in their Customer Journey or buying cycle.
1RESEARCH
4
RESEARCH
What exactly do I need?
What companies can deliver this?
Who are the authorities in this area?
At the start of the journey the customer explores the market, sometimes still (re)defining his needs. Which questions are relevant at this stage?
1
FOR MORE INFO VISIT
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RESEARCH
In response, what kind of content do you want to share in this phase of the Customer Journey?
This is the problem and how we solve it.
Here’s why we are good at our job.
This is new and trendingin our line of business.
6
RESEARCH
How do you inform customers at this stage? Here are some suitable forms for sharing content.
• 60’ Animation • White paper + summary• Infographic• Press release • Presentation slides• E-magazine
FOR MORE INFO VISIT
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EVALUATION
You’ve made it to shortlist: the second stage of the Customer Journey. In order to evaluate, the customer has some new questions for you and the competition.
COMPANY A
COMPANY B
COMPANY C
Who can help me choose?
What does each company have to offer?
What are roughly the costs and benefits?
2
8
Here is some relevant content to share in this phase. It’s time to help your customer to choose, and to make it easy to pick your product.
EVALUATION
COMPANY A
COMPANY B
These points are important when purchasing.
Let’s show you how our product or service works.
These are recent customers and projects.
This is the estimated ROI.
FOR MORE INFO VISIT
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Here are some suitable forms for sharing the kind of content that this stage calls for.
EVALUATION
• 120’ product demo• Product sheets• White paper + summary• Infographic• Presentation slides• Quick scan
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BUYING
Well done: the customer is about to do business with you. How can content management help you to close the deal? Firstly, what questions do you need to address?
COMPANY B
3
Do I want to do business with this company?
What do other customers and analysts say?
What are the exact costs and ROI?
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The relevant content at this point shows your corporate identity, plus what your customers and other authorities think of you.
BUYING
COMPANY B
This is who we are and how we work: corporate info.
See what customers, references and analysts think of us.
This will be the ROI in your specific situation.
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As for the form of this content: corporate pdf’s, video’s and reports should be available online.
BUYING
• Corporate brochure, pdf • E-magazine • 60’ video’s: CEO, custo mers, references• Analysts reports • Proposal (sales dept.)
FOR MORE INFO VISIT
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CUSTOMER
So you managed to turn this prospect into a client. Has the Customer Journey come to an end? Not really. There are plenty of questions to address.
COMPANY B
4
Is my company still the best choice?
What else do they have to offer?
Why would I need this?
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Content at this stage confirms your authority in the field, keeps you in touch with customers and opens up opportunities for extra sales.
CUSTOMER
This is new and trending in our field.
Here’s how we are doing.
These are new products, services, applications, possibilities etc.
FOR MORE INFO VISIT
15
A very suitable form is an online magazine, backed up by product information and press releases.
E-MAGAZINE 01
CUSTOMER
• E-magazine • Press release • Product sheets• Infographic• Presentation slides
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So. How about you? Is your company sharing the right content in all phases of the Customer Journey?
CONTENT MARKETING TOOLSET
2
E-MAGAZINE 01
4 3
1
FOR MORE INFO VISIT
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1. RESEARCH • 60’ Animation • Infographic • Presentation slides
2. EVALUATION • White paper • Product demo • Quick scan ROI
3. BUYING • Corporate brochure • Reference video’s • Analysts reports
4. CUSTOMER • E-magazine • Press releases • Product sheets
CONTENT GAP ANALYSIS
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4 3
1
Start by analyzing what you need versus what you already have.
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SEEDING
Choose the proper channels to make your content available.
YouTubeLinkedInTwitterSlideshareTrade magazinesE-magazine Blogs on websiteDirect email
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BOOSTING
Let the customer know that your information is out there.
Note: We focus on advertising to boost content marketing. This is why traditional advertising media like RTV, Out of Home and DM are not included.
Google AdWords Boosted posts on LinkedIn, Twitter, Slideshare Trade magazines Trade fairs
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RESPONSE
Make it easy for the customer to get in touch with your company.
Annotation
Landing page
Website
Email to marketing or sales department
FOR MORE INFO VISIT
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CONTENT CALENDAR
Then make a schedule to develop and share your content. Also plan when to monitor, evaluate and tune your campaign.
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