This document discusses digital and content marketing strategies in 2015. It introduces inbound marketing and content marketing, explaining that inbound marketing attracts visitors and converts them using helpful content, while content marketing creates relevant stories to engage audiences. It also covers topics like creating buyer personas, determining the best content formats and channels, and how different marketing approaches like paid, owned and earned media can work together effectively as part of an integrated strategy. The document provides examples and resources to illustrate key concepts in digital and content marketing.

1. Digital & Content
Marketing in
2015
Personas, Content Production &
Inbound Marketing
Presented by: Pieter S Verasdonck
: Digital Marketing Consultant
: @psverasdonck

2. Inbound Marketing
Solving problems…

3. What is Inbound Marketing?
Inbound marketing is the combination of techniques that
allows you to attract visitors, convert leads, close customers,
and delight promoters.
One of the greatest benefits of inbound marketing is that it’s
continuous and compounding. Inbound marketing offers a
profound opportunity to connect with and help your leads
succeed with your product on their terms.
Using tools and applications that help you create and deliver
content that will appeal to precisely the right people (your
buyer personas) in the right places (marketing & sales
channels) at just the right times (buying cycle stages).

4. Back to the Future (of Search)
Source: http://moz.com/blog/the-evolution-of-search

5. Its still about Discovering
Keywords & Producing Content
SEMRush Uses 100+ Million KWs to Discover Online
Visibility
• Actionable Tip: Use SEMRush for KW Research & “Spy”
how Competitors Allocate Keywords to their Content
• Types of Search Queries:
Navigational, Informational, Transactional/Commercial
Source: http://www.semrush.com/blog/publications/types-of-keywords-commercial-informational-navigational-transactional/

6. Inbound Marketing:
Modern Day Marketing Process
http://blog.gleanster.com/2014/06/03/practical-approach-inbound-marketing/

7. • Increasing brand awareness via content creation,
search engines, and participation in social media.
• Capturing leads with attractive offers or gated content
and effective landing pages.
• Converting leads to customers with lead nurturing
campaigns and sales force automation.
• Analysing results, adjusting strategy and content, and
applying best practices.
Source: hubspot.com

8. Awareness
Branded
Known
Engaged
QualifiedTargets
MQLLeads
SalesLead
Opportu
nity
Win
Lead Nurturing
Unknown User
Inbound Marketing Method with
Marketing Automation Solutions
Known Visitor

9. Content Marketing
Solving problems & Entertainment…

10. What is Content Marketing?
Content marketing is the practice of creating relevant and
compelling content in a consistent fashion to a targeted buyer,
focusing on all stages of the buying process, from brand awareness
through to brand evangelism.
The purpose of content strategy is to facilitate the consistent
delivery of interesting stories. The end result is that you will attract
and retain the attention of the targeted audience that you want to
reach.
“We’ve done our research, and we are confident we can get more
business if our customers see us as leaders in our industry. To do
this, we need to market high quality content that is relevant to our
customers and our business. We’ll figure out what that looks like,
how we’ll make it work, how we’ll know if its working and how we
will keep improving”

11. B2B Customers Buying Funnel
Stages
Source: http://www.clickz.com/clickz/column/2293905/creating-an-inbound-marketing-content-strategy

12. B2B Customers Buyer Lifecycle
& Key Content Terms
Source: http://www.jaggedpeak.com/product/The_four_stages_of_the_buying_cycle/eCommerceBestPracticesNews

13. B2B Buying Process Can Be Long

14. Who, What, Where,
How & Why

15. Who: Creating Personas
Customer Profile Questions
1.) What is their demographic information?
2.) What is their “job” and level of seniority?
3.) What does a day in their life look like?
4.) What are their pain points?
5.) What do they value most? What are their goals?
6.) Where do they look for information?
7.) What experience are they looking for when shopping
for your products and services?
8.) What are their most common objections to your
product or service?
Source: hubspot.com
B2B - http://www.sigmawebmarketing.com/blog/bid/156636/22-Questions-to-Ask-When-Creating-Buyer-Personas

16. Who: Psychographics
Source: http://www.slideshare.net/psverasdonck/content-writing-for-different-personas

17. What :
Source: https://www.distilled.net/uploads/the-content-matrix.png

18. Where: Content Marketing
Channels
Source: contentmarketinginstitute.com

19. Source: http://jess3.com/eloqua-content-grid-v2/
Why :

20. Team Lead – Head Of Digital Marketing
• Digital Performance Marketing Strategist (PMS)
• Content Marketing Manager (CMM)
• PR & Social Media Marketing Manager (SMM)
• SEO & Inbound Marketing Specialist (IMS)
• CRO & Analytics Manager (CAM)
• Website/Graphic Designer + Copywriters
• Traditional/Offline Marketing Team Member
How: Perfect Marketing Team

21. How: The Content Team
Source: https://econsultancy.com/blog/65369-introducing-the-content-marketing-team-matrix/

22. Customer Journey
Optimisation
We are here, there and everywhere…

24. Google Search:
Multiple opportunities
Competing Businesses
Your video could be
here or
when users click “More
videos”
Contribute for free
and or
Buy display ads
specifically on these
page
Contribute
and/or
buy a listing on the
website

25. Content Marketing & Retargeting
Work Perfectly Together
96% of people who visit your site don't convert to a lead
or sale. And 70% of people who put stuff in a shopping
cart leave without placing an order.
PerfectAudience.com Retargets: Website Visitors,
Opened emails, Facebook & Twitter, etc
Source: http://moz.com/blog/remarketing-how-to-make-your-content-marketing-seo-up-to-7x-more-awesome
http://support.perfectaudience.com/knowledgebase/articles/257969-how-to-use-email-retargeting

26. Integrating your
Marketing Channels
And helping each other out…

27. Working Together: Inbound &
Outbound Marketing
Source: http://www.optify.net/inbound-marketing/inbound-vs-outbound-marketing

28. Working Together: Traditional &
Digital Content Marketing
Source: http://searchenginewatch.com/article/2227499/SEO-Content-Confusion-Clarity

29. Working Together: Paid, Owned
& Earned Media
Source: http://www.previewnetworks.com/blog/earned-social-media-strategy-difference/

30. Working Together: Social
Content & Paid

31. Working Together : Inbound
Marketing & Referral Traffic
Source: http://moz.com/blog/community-the-inbound-resource-you-forgot-about

32. Content Goals per Channel
Source: http://www.businessinsider.com.au/google-spends-most-of-its-ad-budget-on-tv-2014-4

33. Thank You for
Your Time and
Attention
Any Questions?
Pieter S Verasdonck – SalesCycle:
Digital & Content Marketing Agency
using Marketing Automation Solutions
help@salescycle.agency