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Smart online communication
Content marketing for better business
Västsvenska Handelskammarenat Travel Service AB
February 2, 2017
Content Marketing for Business-to-Business
• Introduction around the table• Short presentation of Skapa• Content marketing overview with a few
examples• Strategies for social media and online
communication• Conclusion
Skapa – Smart Online CommunicationCommunication and marketingOnline marketing is about understanding the needs of your target groups and giving them relevant content published in multiple channels.
Web, technology and developmentWe build advanced and easy-to-use apps, extranets, blogs and web based system solutions that supply the data to the right person at the right moment!
Presentation – Erik Ekholm, CEO• CEO at Skapa• Master of Science and Naval Architect at Chalmers
University of Technology• Stena AB, Volvo Trucks, Emerson Process
Management• Founded Skapa in 1996• Specialized in online marketing for B2B operations• Lecturer in online marketing at IHM Business
School, Stockholm School of Economics, West Sweden Chamber of Commerce, Norwegian-Swedish Chamber of Commerce and Carthage College USA.
We Love Business-to-Business…
https://www.youtube.com/watch?v=odoYOuvwjDE
8
Challenges for B2B Sales & Marketing• Identifying your potential customers• Understanding the customers’ needs• Attracting the customers• Creating a relevant communication• Building trust and confidence –
persistently • Being top-of-mind when the
purchasing decision is made
Attract: New business and develop loyaltyby delivering:Relevant and updated contentthat meets the customers’ :Needs, challenges and questions
Content Marketing and Social Media are Perfect for B2B
Greencarrier’s Knowledge Blog• Build brand and strengthen brand awareness• Content marketing in multiple channels• Concept, design and development of websites for
blog and for each business area• Extensive contacts database• Developed in WordPress. Responsive.• blog.greencarrier.com• freightservices.greencarrier.com• lineragency.greencarrier.com• greencarriergroup.com• Google examples: Advantages of air freight, air vs
sea freight, container train solution or container rain.
Volvo Penta Nordic & Baltic Blog for Professional Users
• Blog for Volvo Penta’s Industrial and ProfessionalMarine customers
• Knowledge blog to attract highly valuable visitors• Convert visitors into leads• Concept, design & development of a modern blog-
website with responsive design in WordPress• Content marketing: Article creation with knowledge
articles, customer stories, profile in focus (dealers, employees), etc.
• nordicblog.volvopenta.com• Facebook, Instagram
Relevant Content Attracts Visitors that Become Leads
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services
Investing in Content vs. Spending on Ads & Campaigns
TimeAds & campaigns
Content
Marketing value
CustomerMagazines
Relevant Content can Feed Multiple Channels
CONTENTSales Material
Website
Blog
Email-Marketing Social Media
EmployerBranding
Press
Process for Creating a Sustainable Content Flow:
• Editorial group• Publishing plan• Goals and achievements for article
(summary, target group, purpose, conversion, keywords/phrases, author)
• Content production (research, interviews, material, copywriting, review and approval)
• Optimal publishing on blog, social media, newsletters, …
• Metrics analysis and follow-up
Social Media Strategies
”Facebook? – Aber nein, we are not that kind ofa company!”
• What if someone writes something negative about our products?
• What if our competitors may learn something!• We can only create one update per quarter – maximum!• What do the sales people tell the customer if everything
has already been published?• No one else in our industry does it• The dealers don’t like that we have direct contact with
the end customers.
A few objections to using social media
LinkedIn:• 467 million acquired
users in 220 countries• Owns Slideshare• 3.6 billion USD in 2015
Twitter:• 317 million monthly active
users• 500 million tweets per day• 2,4 billion USD in 2015
YouTube:• More than 1 billion
active users • 1,2 billion shows per day• >100 h video uploaded/minute• 6 billion hours shown / month• 100% owned by Google
Facebook:• 1.2 billion daily active users• 1.1 billion daily active mobile
users• 18 billion USD 2015
COMPETITORS
EDITORIAL CALENDAR
SEARCH OPTMIZATION
POLICIES & GUIDELINES
SOCIAL MEDIA
BUSINESSES
SEGMENTS
E-COMMERCE
RESOURCES
CHANNELS
PERSONALITY & TONE
ONLINE STRATEGIES
METRICS
RISKS
BRAND
TACTICS & PLANS
PERSONAS
KPIs
COUNTRIES
MARKETS
GOALS
VISION & TARGET
WORK PROCESSES
ORGANIZATION
CONTENT GOVERNANCE
NEEDS & CHALLENGES
TARGET GROUPS
• Develop your strategies• Create compelling content for
blogs and social media• Think Mobile First!• Always consider Google• Measure and follow up!• Be persistent!• Just do it!
ConclusionPlease stay in touch!Erik Ekholm, Skapa.seTel +46 31 [email protected]/erikekholmfacebook.com/erikekholmse.linkedin.com/in/erikekholm
Copyright notice: The information in this document may not, in part or in its entirety, be published, copied or distributed to
a third party, without the previous consent from Skapa Digital Design i Göteborg AB.
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