IntroducingContent Marketing

Peter BootsLamb Weston 2013

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Content marketing

Content marketing is the art of understanding exactly what your customers need to know in every stage of the customer journey.

You give them a helping hand by delivering compelling content that is related to your product(s) or service(s).

With the objective of driving profitable customer action.

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Content marketing

Enables you to:- build a level of trust among customers- become a thought leader

Key:- it’s not about you, it’s about your customer- it’s not advertising, it’s editorial - it’s not outbound, it’s inbound- it’s not one-size-fits-all, it’s targeted

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As old as the hills...

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But distribution was hard and expensive...

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The content marketingproces

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ContentEditorial content: blog(articles),

video, podcast, whitepaper, ebook, magazine, email newsletter, slideshare

presentation, webinars etc.

Search EngineOptimizationOn the site, off the site

(Social) mediapaid, earned, owned,

online, offline

The elements of content marketing

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Criteria for powerful content

- The best content comes from a very specific, clearly delineated sphere of expertise.

- This is the zone where you have the most authority.

- It’s where no one has a better claim on expertise than you do.

What’s Lamb Weston’s sweet spot?

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“Your sweet spot mixed with your customers’ pain points is where the truly valuable stories are.”

- Joe Pulizzi

Buyer personas are research-based archetypal (modeled) representations of:- who buyers are- what they are trying to accomplish- what goals drive their behavior- how they think, how they buy, and why

they make buying decisions.

They help us gain a deeper understanding of buyers and their buying behaviors.

What’s a buyer persona?

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The customerjourney

Need

Awareness

Explore & consider

Select & decide

Acquire

Experience

Loyalty

Advocate

Need

- Expliciting the problem, explaining causes and effects

- Compare the current with the desired situation

1Increasethe pain

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A latent sense of lack or desire based on urgency or ambition.

Awareness

- Offering the solution- Making opportunities visible- Confronting with “users”- Indicating positive effects

The emergence of a manifest sense of lack or desire based on urgency or ambition, with the result that one’s open to a change.

2Give hope

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Awareness

- Offering the solution- Making opportunities visible- Confronting with “users”- Indicating positive effects

The emergence of a manifest sense of lack or desire based on urgency or ambition, with the result that one’s open to a change.

2Give hope

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Imagining the possibilities that can satisfy one’s need(s) by exploring the product(s) or service(s), examining alternative solutions and evaluating them.

Explore & consider

- Providing information about uses, features, benefits, cost, logistics, service etc.

- Demonstrating, showcasing, trial

3Answer questions

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Imagining the possibilities that can satisfy one’s need(s) by exploring the product(s) or service(s), examining alternative solutions and evaluating them.

Explore & consider

- Providing information about uses, features, benefits, cost, logistics, service etc.

- Demonstrating, showcasing, trial

3Answer questions

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Select & decide

The selection of the most appropriate solution, the commitment to and the self-justification of this choice.

- Answering questions- Positive reinforcement- Evidence (both for and against)- Conditions- Developing (personal) relationship

4Remove doubt

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Select & decide

The selection of the most appropriate solution, the commitment to and the self-justification of this choice.

- Answering questions- Positive reinforcement- Evidence (both for and against)- Conditions- Developing (personal) relationship

4Remove doubt

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Acquire

The process of purchasing and obtaining the product or service.

- Accompany- Positive reinforcement- Congratulate- Thank- Surprise- Personal attention

5Make itspecial

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Acquire

The process of purchasing and obtaining the product or service.

- Accompany- Positive reinforcement- Congratulate- Thank- Surprise- Personal attention

5Make itspecial

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- Monitor customer satisfaction- Answer questions- Handling complaints- Identify additional needs and improvements- Facilitate the sharing of experience

Experience

Experiencing the product or service and comparing the results with one’s expectations.

6Manageexpectations

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Loyalty

The continued use of the product or service, purchasing related products or doing repeat purchases.

- Helping to increase effects (e.g. with tips)- Communicating satisfaction and announcing

improvements, updates etc.- Facilitating the sharing of experiences - Providing entertainment

7Be a good friend

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Loyalty

The continued use of the product or service, purchasing related products or doing repeat purchases.

- Helping to increase effects (e.g. with tips)- Communicating satisfaction and announcing

improvements, updates etc.- Facilitating the sharing of experiences - Providing entertainment

7Be a good friend

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Converting satisfaction in advocacy by talking about their product or service, actively or passively.

- Make use of customer stories- Reward and use brand ambassadors- Facilitate (community)

8Let them tell their stories

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Advocate

Converting satisfaction in advocacy by talking about their product or service, actively or passively.

- Make use of customer stories- Reward and use brand ambassadors- Facilitate (community)

8Let them tell their stories

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Advocate

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Van de inhoudWe create, produce, publish and promote content that’s so valuable for your prospects that they want to be and stay your customer.

www.vandeinhoud.nl

Thankyou!