stefan fehm present content marketing that delivers: on lead generation engagement and sales
TRANSCRIPT
CONTENT MARKETING SELLSStefan Fehm, Member of the BoardC3 Creative Code and Content GmbH
BESTPRACTICE
London
HamburgBerlin
FrankfurtStuttgart
MunichZurich
Bonn
C3 is Germany's No. 1Content Marketing Agency anda Top-10 Digital Agency
400+ employees
60 Mio € revenue
Make sure you have great content.Unless you have great content it doesn't make sense to think about the marketing part.
Imagine, your elbow hurts andyou think… “this could be a tennis elbow”
In the 20th century, you would
have searched the yellow pages for an orthopaedist…
Today you'll find…
Dr. Gumpert is obviously no designer.
He's neither a SEO expert.
He has absolutely no idea what content marketing is.
But he has an “almost” perfect content marketing program.
Because he has interestingand relevant content.
Allianz “Topics”Practical advisor for customers instead of insurance jargon
CASE STUDY
„nursing care insurance“
Advertising& PR
Invent stories
Create needs
Ideal world
PUSH
Content Marketing
Find stories
Serve needs
Authentic world
PULL
What do we wantto sell today?
PROMOTIONAL APPROACH
How can we serve our clients' needs?
CUSTOMER CENTRIC APPROACH
One topicFive questionsOne magazine
AND HERE'S HOW IT AFFECTS BUSINESS
Allianz market research confirms highest effective sales impact
of agents with new system
97%
Overal satisfaction
of agents confirmgreater impact
Policy purchase rate
89%
Reduction of printed materials
Complexity
-57%
combined with improved quality
Cost
-40%
Confirmed conversion increase of over 1,000 %
Conversionrate
0
0,5
1
1,5
22
0
But this didn’t happen overnight. Though it started with one bold decision, the numbers are the result of ongoing hard work.
“The biggest challenge wasto shift the focus away from the products entirely and concentrate consistently on the customer‘s perspective”
Bettina ZangerDirector of Customer Approach and Market Management
Allianz Deutschland AG
Concept‣ Concept workshops‣ Internal sales presentations‣ End-customer market research‣ Sales market research‣ Pilot phases & market tests
Concept adjustment
2011 2012 2013 2014 2015 2016 2017 2018
Roll-out
Test & Learn
Roll-outTest & Learn
‣ Markttests pro Themenwelt‣ ausgerichtet nach
Vertriebsschwerpunkten‣ Pflege, Familie, KFZ,
Mobilität, etc.
Roll-out
Test & Learn
Roll-out
Test & Learn
2011 was the year of conception
Optimization of content & conversion
Concept‣ Concept workshops‣ Internal sales presentations‣ End-customer market research‣ Sales market research‣ Pilot phases & market tests
Concept adjustment
2011 2012 2013 2014 2015 2016 2017 2018
Optimization of content & conversion
Roll-out
Test & Learn
Roll-outTest & Learn
‣ Markttests pro Themenwelt‣ ausgerichtet nach
Vertriebsschwerpunkten‣ Pflege, Familie, KFZ,
Mobilität, etc.
Roll-out
Test & Learn
Roll-out
Test & Learn
The “Topics” have beencontinuously improved since 2012 and the conversion intensified
Concept‣ Concept workshops‣ Internal sales presentations‣ End-customer market research‣ Sales market research‣ Pilot phases & market tests
Concept adjustment
2011 2012 2013 2014 2015 2016 2017 2018
Optimization of content & conversion
Roll-out
Test & Learn
Roll-outTest & Learn
‣ Markttests pro Themenwelt‣ ausgerichtet nach
Vertriebsschwerpunkten‣ Pflege, Familie, KFZ,
Mobilität, etc.
Roll-out
Test & Learn
Roll-out
Test & Learn
The initial investment pays off over the long term through cost reduction
Reduction in print copies &print costs
Initial investment
Ferrero “What's fresh now?” Entertainment platform for the Polish market
CASE STUDY
Everything that's fresh on the web
Entertainment platform for the tictac brand in PolandFull responsive website and mobile appDaily picks and the latest trends from the webContent is either being created, curated or edited
Average daily visits up by 140% four months from launch
Visits by section
Trends Ingenious Incredible Life-Hacks Animals Sports
Visits by device
74%Desktop
19%Mobile
7%Tablet
Performance metrics
whatsfreshnow.pl tictac.de
Page Impressions 2.03 1.81
Time spend 0:01:32 0:00:10
Bounce rate 38.89% 71.43%
Direct 56.53% 42.29%
Referral 31.30% 15.33%
Search 0.38% 35.60%
Social 11.79% 6.77%
Breuninger magazineCrossmedia shopping content and shop integration
CASE STUDY
Like something you see in the magazine? Just buy it. Now.
Every item shown in the magazine is easily available at the web shop
Demand creation through inspiration, special offers & bundles
08/14 09/14 10/14 11/14 12/14 01/15
Significant sales impact withinfirst six months
Status quo and roadmap
74%Target:62%
6%Target:15%
8%Target:10%
12%Target:13%
2:32Target:
2:50 min
Direct Referral Search Social Time spend
Three awesome facts
20% of the readers also visit the web shop
Their conversion rate is 2.7%
Customers who are not referred from the magazine have a conversion rate of only 2.5%
Life is for sharingCASE STUDY
Electronic Beats by Deutsche TelekomMediaplatform for International Music Sponsoring
CASE STUDY
