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1、NT,ONTE,NG,TI,ARKE,ION,AN,THE,C,M,COMP,Every purchase is a journey.,Your brand needs to join the customer on this journey and your content should be aligned every step of the way.,INVE,A IO,T N,TRIG,VER,CO,ICAT,ION,IDEN,TH,GRO,E,HAC SH,T P,C,PUR,ADVO,01,Trigger This guide considers the various stage
2、s of the journey and provides tips on what your content should deliver at each stage. Energising and engaging B2B brands,Investigation & discovery,Decision,Post purchase,Think of every purchase as a journey, one that your brand needs to accompany the customer on at every step in order to ensure the
3、desired outcome them buying from you! Identification Growth,Advocate or assassin,W UR CATE,Y,STIG GER DIS TIF,The no.1 objective of content marketing remains brand awareness* *Source: B2B Content Marketing Benchmarks 2014 Content Marketing Institute,Trigger Something disturbs the status quo. It coul
4、d be an internal recognition of a problem or opportunity. It could be a reaction to an external influence such as a competitor, legislation, or market factors. Establishing awareness of the brand as the possible solution early makes you harder to displace later in the journey. Click to download the
5、Content Marketing Companion,02,&discovery,03,Investigation The suspicion that something needs to change requires justification and reason, so the area needs full investigation if the issue is to be acted upon. This is where your brand can help set the agenda and influence the audiences thinking. 82%
6、 of people state that relevancy is key to content* * Source: Content Marketing Association Energising and engaging B2B brands,04,Identification With a direction selected, the journey now focuses on those businesses that offer the potential solution. At this point a number of evaluation criteria can
7、be identified and used to create a shortlist. Ensure you communicate both personal and professional value in your offering. Customers who believe a brand will provide business value are 4x more likely to consider that brand.* * Source: CEB Promotion to emotion research 2014 Click to download the Con
8、tent Marketing Companion,05,Decision With the short list identified the final decision of who to partner with must be made. Assuming legal, financial and technical criteria have been proven, this is the point where the reasoned arguments of a brand really prove their worth. Add content, add value to
9、 your proposal. Go beyond what is asked. Top three content marketing challenges are*: The production of content that creates engagement The lack of integration across marketing activity Budget and time * Source: B2B Content Marketing Benchmarks 2014 Content Marketing Institute Energising and engagin
10、g B2B brands,Post-purchase,The post-purchase euphoria of the successful bid is often mirrored by doubt on behalf of the buyer. Validating their buying decision by providing them with further insights to their purchase will increase their satisfaction levels.,70% of customer experience is based upon
11、how they feel they are being treated,Click to download the Content Marketing Companion,06,Energising and engaging B2B brands,07 Growth Your relationship has deepened along the journey, now even more so. It is 80% easier to win new business from an existing customer than it is to recruit a new one. T
12、op three metrics used for measuring content market sucess*:,Website traffic,Sales lead quality,Social media sharing,* Source: B2B Content Marketing Benchmarks 2014 Content Marketing Institute,or assassin?,08,Advocate Loyalty and advocacy are the holy grails of modern marketing. Turning a customer in
13、to a marketing channel or building a deeply entrenched relationship are the ultimate goals. Its also important to remember that customers are twice as likely to share a negative experience as they are a positive one. 92% of buyers trust word-of-mouth recommendations above all other forms of marketin
14、g. * Source: Nielson 2013 Click to download the Content Marketing Companion,Energising and engaging B2B brands,09 make sure the hat fits. Not only does your content need to provide the information your audience will be looking for on their journey, but it also needs to address the issues experienced
15、 by different members of the Decision Making Unit (DMU),Operational Decision Maker,Financial Decision Maker,Technical Decision Maker,Senior Decision Maker,Join our nation,Branding Q&A,Getting the answers you need to any branding project relies on knowing the right questions to ask in the first place. Branding Q&A will introduce you to a way of exploring your brand that will provide you with the foundations to move forward.,Integrated Campaign Guide,We have moved beyond thinking of marketing as online or off, inbound or out, digital or analog. Now its everything connected and integrated.
