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