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The content marketing revolution
Content marketing is a powerful strategy for B2B companies that involves creating and distributing valuable content to attract and retain customers, differing from traditional marketing by focusing on customer needs rather than pushing sales messages. It leverages various formats such as blogs, videos, and social media to engage customers and build trust, positioning the company as an authority in its field. To succeed, marketers must produce engaging content that educates or entertains while maintaining clarity and consistency in messaging.
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The content marketing revolution
- 1. THE REVOLUTION Discover the power of Content Marketing to transform your B2B marketing. © Copyright 2012 Tactus Associates
- 2. Content marketing …what is it
- 3. Content marketing isthe creation and distribution of compelling, often educational, content to attract or retain customers and prospects. Also known as… custom publishing custom content branded content thought leadership
- 4. At its core,content marketing… …delivers your company’s knowledge, expertise and advice… …in a way that provides genuine value to the customer and incites them to action.
- 5. Your content candeliver value to customers in a variety of ways, by providing… market intelligence product information technical advice business skills expert opinion insider knowledge fun and games industry gossip
- 6. You can distributeyour content in many forms, especially on-line… microsites article posting social media blogs e-books case studies research reports white papers e-newsletters podcasts videos webinars/webcasts content in traditional media print newsletters in-person events
- 7. How is contentmarketing different from what B2B marketers are already doing with their websites and sales literature?
- 8. Traditional B2B brand advertising marketing is about pushing what you product description want to say to the customer. sales promotion corporate information …it usually broadcasts messages to targets
- 9. Just what I’ve been looking for. Thank you! Content marketing is about attracting the customer with content he wants and seeks out. …it builds relationships with customers, one by one
- 10. Content marketing …why do it ?
- 11. By offering somethingthat the customer values, content marketing lets the customer come to you… …you don’t have to push
- 12. Customers who cometo you are much more likely to be… • pre-qualified leads interested in what you have to offer. • disposed to trust you already accept you as an authority. • open to further communication having received value, they owe you.
- 13. In other words,they are poised at the mouth of your purchase funnel… research contact evaluate negotiate purchase
- 14. And above all,because your content has let them know you, trust you and like you, they now have a positive motivation to choose you…
- 15. Doesn’t that makemore sense than traditional forms of intrusion-based broadcast marketing?
- 16. As an addedbenefit, content marketing is a great way to create links and traffic and make your website search engine friendly.
- 17. Content marketing …how does it work?
- 18. 9 out of10 B2B marketers* use content marketing to grow their business *In North America. IT, finance, healthcare, and media industries are especially heavy content marketing users.
- 19. B2B marketers devote26%* of their budgets to content marketing initiatives. * On average – the smaller the company, the higher the percentage. Most plan to increase spending on content marketing.
- 20. Most forms ofcontent marketing take place online… Social Media (excl. blog) 79% Article posting 78% In-person event 62% eNewsletter 61% Case Study 55% Blog 51% White paper43% Webinar/webcast 42% Video 41% Content in trad. media 31% Microsite 30% Print newsletter25% Research report 23% Podcast 16% eBook 9% % of B2B companies using (North America)
- 21. Though not allforms are equally effective… Considered Considered most effective least effective In-person events 72% Podcasts 28% Research reports 57% Social media (excl. blogs) 31% Webinars/webcasts 56% Content in trad. media 34% eNewsletters 55% Digital magazines 37% Case studies 53% eBooks 38% % rated effective/very effective
- 22. But, whitepapers, videos,blogs and such are just vehicles. …let’s talk about the ideas that go inside.
- 23. According to contentmarketers, this is their greatest challenge: “How can I produce the kind of content that engages prospects and customers?”
- 24. Actually, that’s twoquestions: “What kind of content will engage my prospects and customers?” and… “How can I produce it?”
- 25. What kind ofcontent will grab your customers’ attention?
- 26. First, let’s thinkabout it from your customers’ point of view. They have one question about your content: What’s in it for me?
- 27. Customers will thinkyour content is worth having if you can educate them or entertain them (or both). market intelligence product information technical advice business skills expert opinion insider knowledge fun and games industry gossip
- 28.
- 29. Now let’s consideryour point of view. Your first task is to answer the question… Who are you?
- 30. What is yourworld view What do you passionately believe Why do you do what you do
- 31. Answering these questionsallows you to re-frame the challenges and opportunities your customers face in a way that leads inevitably to your solution.
- 32. Because customers don’tjust buy your product… …they buy your story.
- 33. Think about Apple… or Muji…
- 34. So how canyou build content that gives customers something of value and tells them who you are?
- 35. Here are foursteps to start you on your way…
- 36. Step 1. Interrogate yourorganization mercilessly. Ask everyone… What can we do that others What are we can’t? really good at? Good people to talk to: - engineers - salespeople - high performers - your customers
- 37. Step 2. Put yourdistilled expertise into a form that is attractive, digestible and credible. Look for… visual appeal clarity and brevity third-party endorsement …and make sure your content has a personality that is factual support consistent with your brand
- 38. Step 3. Drive your content to your customer. Remember the content marketing vehicles? eNewsletter Article posting Choose as Live event many vehicles eBook as fit the content Blog Research report and reach your Print newsletter customers. Podcast Video Webinar Case Study Social media Microsite White paper
- 39. Step 4. Start aconversation with your customer. make an offer Nurture your leads invite feedback and keep track of their progress through your ask for purchase funnel advice request contact info
- 40. Those are thebasics of what to do. But how do you get it done? Creating high- quality, engaging content takes time and skills
- 41. It’s a goodidea to create as much of your content as you can in-house… …preferably with qualified professionals who can be dedicated to the task. Look for the right skills among trained writers, journalists or bloggers.
- 42. But many companies,especially smaller ones, outsource much of their content creation. A good content specialist agency can make your content shine.
- 43. There’s lots moreto say about Content Marketing. If you’d like to know more about how it can revolutionize the way you find, convert and keep customers...
- 44. …contact us http://tactus.co.jp email: [email protected]