(every story needs a)

CONTENT MARKETINGIN THE B2B CUSTOMER JOURNEY

2

CONTENT MARKETING

The essence of Content Marketing is sharing information with prospects and clients.

What information, how and when? That is all a matter of the right timing.

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 buying cycle.

1RESEARCH

4

RESEARCH

What exactly do I need?

What companies can deliver this?

Who are the authorities in this area?

QUESTIONSWhat questions are relevant at the start of the Customer Journey.

1

COMPANY A

COMPANY B

COMPANY C

2EVALUATION

COMPANY B

CUSTOMER

4COMPANY B

BUYING

3

FOR MORE INFO VISIT

5

RESEARCH

CONTENTWhat information do you want to share in this phase?

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

FORMSHere are the most suitable forms for sharing content.

• 60’ Animation • White paper + summary• Infographic• Press release • Presentation slides• E-magazine

FOR MORE INFO VISIT

7

EVALUATION

QUESTIONSWhat information do prospects need at this point?

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?

2COMPANY B

CUSTOMER

4COMPANY B

BUYING

3

1RESEARCH

8

CONTENTWhat information is relevant to share in this phase?

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

9

FORMSMost suitable forms for sharing content.

EVALUATION

• 120’ product demo• Product sheets• White paper + summary• Infographic• Presentation slides• Quick scan

10

BUYING

QUESTIONSWhat information do prospects need at this point?

COMPANY B

3COMPANY B

CUSTOMER

4

1RESEARCH

COMPANY A

COMPANY B

COMPANY C

2EVALUATION

Do I want to do business with this company?

What do other customers and analysts say?

What are the exact costs and ROI?

FOR MORE INFO VISIT

11

CONTENTRelevant content to share in this phase.

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.

12

FORMSMost suitable forms for sharing content.

BUYING

• Corporate brochure, pdf • E-magazine • 60’ video’s: CEO, custo mers, references• Analysts reports • Proposal (sales dept.)

FOR MORE INFO VISIT

13

CUSTOMER

QUESTIONSYour prospect has become a customer.What questions does he have?

COMPANY B

4

1RESEARCH

COMPANY A

COMPANY B

COMPANY C

2EVALUATION

COMPANY B

BUYING

3

Is my company still the best choice?

What else do they have to offer?

Why would I need this?

14

CONTENTRelevant content to share in this phase.

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

FORMSMost suitable forms for sharing content.

E-MAGAZINE 01

CUSTOMER

• E-magazine • Press release • Product sheets• Infographic• Presentation slides

16

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

17

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

2

4 3

1

Start by analyzing what you need versus what you already have.

18

SEEDING

Choose the proper channels to make your content available.

YouTubeLinkedInTwitterSlideshareTrade magazinesE-magazine Blogs on websiteDirect email

FOR MORE INFO VISIT

19

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

20

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

21

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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JANUARY FEBRUARY MARCH

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OCTOBER NOVEMBER DECEMBER

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