Post on 08-Jan-2017
transcript
MY BUSINESS IS UNSEXY
SO WHY THE HELL WOULD I NEED CONTENT?
full service digital agencyinbound & online marketingwebdesign & developmentmarketing automationdigital content creation
some food for thought
my audience doesn’t use search engines like that
44% of all buyers start the buying process via a search engine
my customers aren’t interested in ‘content’
Content generates 3x more
leads than traditional
push marketing.
At a third of the price.
87% of internet users admit being influenced by helpful content when buying everyday products
70% of all companies worldwide have no content strategy
big purchases don’t happen online
B2B buyers go through about 57% of the purchasing process before ever talking to sales.
time to break the wall between facts and common beliefs
Sexy or not sexy, when you’re in a business where you need to:
•Educate customers•Assist customers•Guide customars•Convince customers…
You need content.
You need content. But where do you start?
everything starts with a plan
know your company
know your customer
know the buyer
journey
the right content at the right time
define your kpi’s
set up a road map
analyse, optimize, repeat
cases
CONCLUSIONS 2015
steady growth curve becoming flatter
little organic growth
competitors don’t use content
outdated corporate site
CHALLENGES?
raise amount of hearing test requests in a target group that’s not ‘digital’
grow ’expert’ image
lower the share of paid channels in the media mix
APPROACH 2016
market researchcompetitor researchbuyer researchcontent strategymarketing automation
APPROACH 2016
bloge-books & brochures as premium contentpersonalized email-follow upmediapartners no longer used for bannering, but for content promotionmarketing automation makes it all easier
5 take aways
5 take-aways
marketing knows the product, sales knows the customer
no strategy, no party
data is your best friend, use it
bad content is worse than no content
ain’t no opportunity like an unsexy product
GOT QUESTIONS?