(every story needs a)

CONTENT MARKETINGIN THE B2B CUSTOMER JOURNEY

2

INTRODUCTION

The essence of Content Marketing is sharing information with prospects and clients, as you probably know.

But: what information exactly, how and when? That is the subject of these slides.

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 Customer Journey or buying cycle.

1RESEARCH

4

RESEARCH

What exactly do I need?

What companies can deliver this?

Who are the authorities in this area?

At the start of the journey the customer explores the market, sometimes still (re)defining his needs. Which questions are relevant at this stage?

1

FOR MORE INFO VISIT

5

RESEARCH

In response, what kind of content do you want to share in this phase of the Customer Journey?

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

How do you inform customers at this stage? Here are some suitable forms for sharing content.

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

FOR MORE INFO VISIT

7

EVALUATION

You’ve made it to shortlist: the second stage of the Customer Journey. In order to evaluate, the customer has some new questions for you and the competition.

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?

2

8

Here is some relevant content to share in this phase. It’s time to help your customer to choose, and to make it easy to pick your product.

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

Here are some suitable forms for sharing the kind of content that this stage calls for.

EVALUATION

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

10

BUYING

Well done: the customer is about to do business with you. How can content management help you to close the deal? Firstly, what questions do you need to address?

COMPANY B

3

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

The relevant content at this point shows your corporate identity, plus what your customers and other authorities think of you.

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

As for the form of this content: corporate pdf’s, video’s and reports should be available online.

BUYING

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

FOR MORE INFO VISIT

13

CUSTOMER

So you managed to turn this prospect into a client. Has the Customer Journey come to an end? Not really. There are plenty of questions to address.

COMPANY B

4

Is my company still the best choice?

What else do they have to offer?

Why would I need this?

14

Content at this stage confirms your authority in the field, keeps you in touch with customers and opens up opportunities for extra sales.

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

A very suitable form is an online magazine, backed up by product information and press releases.

E-MAGAZINE 01

CUSTOMER

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

16

So. How about you? 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.

APRIL MAY JUNE

JANUARY FEBRUARY MARCH

AUGUSTUS SEPTEMBERJULY

OCTOBER NOVEMBER DECEMBER

Headline gladly helps you to produce the analysis, the calendar and all the creative content you need. Call +31 (0)20 5721 321Mail info@headline.nl