This is the presentation "Driving Sales with Content Marketing" that I used when I held a seminar for a group of executives of companies at the West Sweden Chamber of Commerce.

1. §
Driving Sales with Content Marketing!
West Sweden Chamber of Commerce, Nov 20, 2015

2. Driving Sales with Content Marketing
• Very short presentation of Erik & Skapa
• Challenges for B2B
• Content Marketing
• Social Media Strategies
• Attract and Convert Visitors to Leads
• Measure, Analyze, Act
• Conclusions and Discussion

3. Presentation – Erik Ekholm
• CEO at Skapa
• Master of Science and Naval Architect at
Chalmers University of Technology
• Previously at Stena AB, Volvo Trucks,
Rosemount Tank Radar
• Founded Skapa in 1996
• Lecturer in online marketing at IHM
Business School, Stockholm School of
Economics, West Sweden Chamber of
Commerce and Norwegian-Swedish
Chamber of Commerce.

4. Skapa – Smart Online Communication
Communication and marketing
Online marketing is about understanding the
needs of your target groups and giving them
relevant content published in multiple
channels.
Web, technology and development
We 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!

5. We Love Business-to-Business…

6. https://www.youtube.com/watch?v=YV-3ZgLRnAc

7. A few trends

8. Mobile data continues to increase: +52% y/y
http://www.akamai.com/stateoftheinternet/ (with data from Ericsson)

9. From apps to things
Health & fitness Ring Google
Glass &
Nest
Tesla
Drones

10. Users create huge values
Waze
(Acquired by
Google for USD
1 billion)
WhatsApp
(Acquired by
Facebook for
USD 19 billion)
UBER
(Valued at USD 40 Billion)

11. ”Facebook? – Aber nein,
we are not that kind of a
company!”

12. ”Facebook? – Aber nein,
we are not that kind of a
company!”

13. • What if someone writes something negative about our
products? Or that our legal eagles don’t approve.
• What if our competitors may learn of our secrets!
• We can only create one article per quarter – maximum!
• What do the sales people tell the customer, if everything has
already been published?
• It’s impossible to manage in multiple languages
• The dealers/distributors don’t like that we have direct contact
with the end customers.
A few objections to using social media

14. Challenges for B2B Sales & Marketing
• Identify your potential customers
• Understand the customers’ needs
• Attract the customers
• Create a relevant communication
• Built trust and confidence persistently
• Be top-of-mind when purchasing
decision is made

15. Focus less on push of content
– focus more on attracting interest!

16. Content Marketing

17. Attract:
New business and develop loyalty
by delivering:
relevant and updated content
that meets the customers’ :
Needs, challenges and questions
Content Marketing is Perfect for B2B

18. Relevant Content Attracts Visitors that Become Leads
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services

19. The B2B Customer’s Purchasing Journey

20. Customer
Magazines
Relevant Content Feeds Multiple Channels
CONTENT
Sales Material
Website
Blog
Email-
Marketing Social Media
Employer
Branding
Press

21. Social Media Strategies

23. SEARCH
OPTIMIZATION
PUBLISHING
PLAN
EDITORIAL
CALENDAR
POLICIES &
GUIDELINES
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

24. The ultimate goal of your online communication? Is it to:
• Increase brand awareness?
• Improve client engagement? Build confidence/trust?
• Improve customer support efficiency?
• Attract and retain key staff members
• Support sales with valuable leads
Anything that does not support your goal/goals, has no place in your strategy!
Strategy – define your goal

25. “Our main goal is to get closer to the customers”

26. ”Creating valuable local dialogues”

27. Peter Drucker. Popularized in 2006 by Mark Fields, president of Ford Motor Company
Ensure top management support and engage (inform & motivate) staff to make sure
your strategies are successfully implemented
True engagement and motivation is needed

30. LinkedIn:
• 400 million acquired
users in 220 countries
• 187 million monthly active
users
• Owns Slideshare
• 0,8 billion USD Q3 2015
+37%
Twitter:
• 320 million active users
• 500 million tweets per day
• 0,6 billion USD Q3 2015
YouTube:
• More than 1 billion
active users
• Watch time up 60% y/y
• Average viewing session on
mobile 40 minutes
• Bilions of views per day
• 100% owned by Google
Facebook:
• 1 billion daily active users
• 1.5 billion monthly active
users
• 1.4 billion mobile monthly
active users
• 4.5 billion USD Q3, 2015 up
41%

31. Where are your target groups?

32. ”Between 40-65% of visitor traffic comes from organic
search on our customers’ websites.” /Skapa

33. Optimize the search experience for your
target groups

34. • “More than anything else, SEO is about the overall experience
for a searcher, and that experience starts the moment they
enter a search query. The better their experience with you --
from your listing on the search engine result page (SERP), to
the quality and relevancy of the content on your site, to the
ease with which they can move through your site - the better
your SEO will be, too.” /Hubspot
17 SEO MYTHS YOU SHOULD LEAVE BEHIND IN 2015 by Hubspot
SEO = Search Experience Optimization

35. ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1

36. Greencarrier Knowledge Blog
• Blog for Greencarrier
• Purpose: A channel for in-depth articles
that support sales by presenting
Greencarrier’s unique logistics expertise
• blog.greencarrier.com
• Google for example: advantages of air
freight or air vs sea freight.

37. Elos Medtech – Expertise and experience
• Building confidence through expertise and experience
• elosmedtech.com, Facebook, Twitter, LinkedIn
• Google and check position:
– medical automated factory (pos 1,2 of 2.780.000)
– tolerances thermoplastic components (pos 1 of 626.000)
– demands healthcare china (pos 7 of 14.700.000)
– ISO registered medical partner (pos 1 of 269.000)
– measurement injection moulding (pos 4 of 762.000)
– validation process medtech (pos 2 of 160.000)
– surface analysis medtech (posi 1,2,3 of 46.800)
– rydell nail manufacturing (pos 1,3,4,5,6 of 19.600)
– rydell nail olmed screw (1,2,6,7 av 1.670)
(Based on Google.com searches in incognito window in Chrome with Google search history
deactivated)

38. tolerances thermoplastic components - pos 1 of 626.000
TWITTER
LINKEDIN
FACEBOOK
BLOG
ARTICLE
GOOGLE
SERP
GOOGLE
IMAGE

39. Investing in content vs. spending on ads & campaigns
TidAds & campaigns
Content
Marketing value

40. Converting visitors into leads
Be generous with call-to-actions

41. What call-to-actions can you have?
• Register to download articles / files /
images / White paper / Scientific
paper / Customer cases
• Read more – to show hidden content
• Schedule a meeting (at a trade show)
• Request a call
• Contact form to be filled in
• Try it out / Get started / Online demo
• Free guides / E-learning / Training
programs
• Download an app
• Take our quiz
• Subscribe to newsletter
• Sign up for a webinar
• Like us / Join us in SoMe
• Request access to extranet / price list
/ webshop / dDetailed product
specifications

42. Metrics – Analyze and Act!

43. • Plan your follow-up actions
• Analyze the metrics
• Use automatically generated reports (weekly, monthly) from
Google Analytics
• At least quarterly you should dig in a little deeper into the
statistics and analyze the results.
• Based on the analysis, be prepared to act!
Measure, Analyze and Act

44. • Focus on quality rather than quantity
• Focus on trends rather than absolute numbers
• Measure quality by (use these on various parameters):
– Average time per visit,
– Average number of pages per visit,
– Bounce rate
• Correlate web statistics with statistics from your Facebook-updates and
your LinkedIn-updates to learn what content that engages your audience
• Track your activities and follow-up against your plan
What Should you Focus on in Google Analytics?

45. • Always focus on the customers’ needs, challenges and questions
• Create a consistent flow of compelling content attracting and retaining
relevant visitors – Content Marketing
• Think SEO = Search Experience Optimization
• Be persistent - it's not a campaign. It's an ongoing process
• Improve ROI by using content in multiple channels: blogs, social media, e-
mail-marketing, seminars, magazines, press releases, etc.
• Focus metrics on visitor quality and monitor trends
• Your users are mobile! Act accordingly!
Summary:

46. If you have any questions you can just
contact me! I’d be glad to have a meeting
with you and your colleagues!
Erik Ekholm, Skapa
Tel +46 31 3011151
www.skapa.se
erik.ekholm@skapa.se
facebook.com/erikekholm
se.linkedin.com/in/erikekholm
slideshare.net/erikekholm
twitter.com/erikekholm
Don’t Hesitate to Contact Me!