Content managementin het digitale tijdperk

op 1 juli 2014 door ShimonBen Ayoun, mindmap door

Alexis van Dam

Shimon BenAyoun

CEO van http://www.spotonvision.com/

Founder B2BMarketing Forum

Http://www.b2bmarketingforum.nl/

Createperception

Big event Focus on b2b

Be first in Google

Build links to own site

Blog

Guest speakers

Create exposureThought leadership

Hand out an award

Born inIsrael

10 years in Netherlands

Loves

Biking

Running

Cooking

ConsultTest management

MarCom consultancy as freelancer

Hubspot(Love stories)

What is it?

Inbound marketing

Newsletter

Blog articles

Content marketing

Whitepapers

Marketing automation provider

Content recycling

2007

Mike Volpe, Started to work for Hubspot

Started with

10 beta customers

5 people in company

Graduates of MIT

2-3 leads per day

Some money

Bring the wordout on ourproduct

No money for advertsing

Did not want to interrupt the target group

Help marketeers to do their job better

Not about hubspotproduct/ technology

It is about THEM

Startedtheir blog

Teach topics

Website grader

Podcast

Video's

Blogs

Photo's

Slideshare

Wrote ebooks

2013

Blog: generated 1 mlnvisitors a month

1600 articles

260 presentations

150 podcast

200 video

100 webinars

Developed assetsfor company

Generate traffic

It is a media company

Creating assets for company

Result

Revenue: $77 mln

11000 customers

750 employees

Marketingpeople love

400.000

660.000

65.000

As long as you create content

Create relevant content

Video

B2B marketeer

Business buy got complicated

B2B buyers domore research

Website

Engage with peers before decision

Reading research papers

Thought leaders

Content is key

#1 whitepapers

60% have less time

Seeing is believing

Watch video

65% checks vendorsite after watching

Only 10% of sites is mobile friendly

Not all contentis great

Make it useful

Help them make a business case

Have you got the pulling power

Inbound marketing

Outbound

74% direct mail

71% email

72% event

Contentmarketing

Need relevant content to use on LI

Definition: "Creating and distributingrelevant, valuable content to attract andacquire and engage"

Age ofempoweredcustomer

B2B buyer journey SpotOnVision

Awareness Generate leads

Consideration

Steps

Research

Solution strategy

Decision What solution to buy

This allhappenswithout salespeople

Hidden sales cycle

People searching for product

When you're not in short list - youcannot reach them

Good contentmarketing

Brand awareness

Relevant

Engaging

Help your target audience/ buyers

SpotOnVision:ContentMarketing Cycle

Buyerpersona

Informational needs

Understand the buyer better

McKinsey marketing mails

New vision marketing buyer &customer journey

Look at

Kees

Jan

Marlous

Not

CFO

CEO

CMO

...

Questions

Who are they?

What are their goals/ priorities?

Success factor?

What keeps me awake at night?

My info needs?

My buying/ decision process

Content mapping

How they make a decision

When to create what relevantcontent to which buyer

Stages

1. Trigger

2. Research

3. Assess

4. Negotiate

5. Purchase

Content creation

Is it relevant to your buyer?

Is it unique?

Does it add value?

Does it make sense for you toproduce/ is it in your domain?

Can you actually create it easily?

Contentpromotion

91%

85%

81%

73%

Contentmarketingmetrics

3 out of 4 CEO's want marketeers tobecome 100% ROI focussed

Show what they do in numbers

Report in numbers

Measure

Value

Reach

Conversion

VelocityConversion > customers

ReturnImpact on revenue's

Analysis

Leads generated

Business opportunity

How many deals closed due to content

Content recycling

Splitting it up

Whitepaper > webinar

Video > blogpost

Example

Long life of a surveyof whitepaper

1. Interview with authors

2. Press release

3. Summary of resultsSlideshare

4. Blog post about the survey in general

5. 1 article per chapter

6. Webinar about survey

Well designedwhitepaper: 10.000euro's

Split up whitepaper6 different ways to drive more ROI onpiece of content

Relevant

Companies always look for new content

Organisationagenda

Move from BrandAwareness to ThoughtLeadership

Reputation

People think about the brand/ company

Buy from the experts

A brand is no longer what we tell what it is, itis what people say to each other about it(age of social media) - Scott Cook,co-founder, Intuit

Who is the buyer?What content should you develop forthe DMU in different stages

Meet Erna

Digital body languageProfile fit

Engagement fit

Ebook: startin withcontent marketing

Http://bit.ly/1qN3DIT

Generated more then 2000 leads for us

It still generates content

Marketing automationLead nurturing

Communicateeffectiveness:Lead nurturing

1: download ebook

2 email 2 weeks later after ebook, see webinar

3 visited webinar

4 which webpages she consumed

5 scoresbehaviour

Ready to talk to sales

Warm call (not cold)

1stconversation

The experts on contentmarketing in Holland

I am talking to expert

Read ebook

Saw the webinar

Read articles

Emotional value of content

Enrich data of personUse LinkedIn andother sources

Buying journey

2 examples

B2B Volvo Trucks - EpicSplit, 73 mln views

Watch: http://youtu.be/M7FIvfx5J10

More results?Very costly to produce

99,9% are not relevant

Will itblend iPad,17 mlnviews

Watch: http://youtu.be/lAl28d6tbko

Moreresults?

17 mln views: everyone is potentialcustomer of blenders

Part of a series

The blender guy is the CEO

Cheap video's

Engage with visitors

Ask people what they wantto see to blended

Ashes of iPhone blend on Ebay

How

Humour

Show product

Engagement

Relevancy

Sowhat'snext

Start with basic

Know your buyers and his/ her buyer journeys

Content is new currencyQuality

It inspired me

Don't invest if you planto do it once

Consistency

Continuity

Forrester Research: be customer obsessed andadaptable to customer change will be there!

Mindmap

Lees tip

Begin vanuit het midden

Lees met de klok mee

Per tak van boven naar beneden

Links in de PDF zijn klikbaar

Gemaakt door

Http://www.alexisvandam.nl

LinkedIn profiel: http://bit.ly/avdam

Content Management in digitale tijdperk | Shimon Ben Ayoun | CEO SpotOnVision op 1 juli | Nyenrode Alumni VCV | Mindmap door Alexis van Dam | http://bit.ly/avdam