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1 Content

2 Content marketing & B2C Internal - Title of the presentation

3 Start a long time ago

4 #40 editions in 12 years

5 Content marketing? à Custom publishing To support new Electrabel brand positionning: het is jouw energie / vous avez l énergie

6 Content strategy From a lifestyle magazine (including receipt, shopping tips ) that makes energy more tangible to people to an Energy Related magazine only (since 2011) Internal - Title of the presentation

7 Energiek - figures 4.5Mio ex / edition From 4 to 2 editions / year Some results: - Recall : btw 50 & 60% - Readership: btw 50 & 55% - Likeability: 7/10

8 So what After 12 years, - Brand Driver - No direct sales impact - Not easy to renew our content - No real digital integration - Cost

9 To convince our Marketeers to start content marketing We needed something that was more sales driven Inbound Marketing 9

10 Inbound marketing An (Inbound) Content Strategy creates and distributes relevant, helpful content to target persona s via their preferred digital marketing channels to capture and nurture leads in a semi-automated way 10

11 11 Case study

12 Paid medias to promoet content: SEA Facebook - outbrain Resi Verhuis voorbereiden : content funnel Top of Funnel Awareness Mid of Funnel Tips bij het zoeken naar een geschikte verhuisfirma. Hoeveel kost een verhuis? Hoe (bekend persoon) zijn verhuis heeft aangepakt Do s & dont s bij het aanschaffen en vullen van je verhuisdozen. Verhuizen: hoe het niet moet. Top 10 van items die je niet toevertrouwt aan een verhuisfirma Considera-on Checklist Stappenplan om te verhuizen: wanneer doe je wat? We sturen je een timeline met to do s en praktische lijstjes. Bo/om of Funnel Conversion Landing page Word klant en regel je verhuis + cross sell 12

13 Move Inbound Program Tofu articles about move on Sweet Home Blog - De vragen die je zeker moet stellen aan een verhuisfirma - Slim gevulde verhuisdozen - Een verhuis kost tussen 300 en 2000 euro - 7 zaken die je niet toevertrouwt aan een verhuisfirma - De 8 zaken die je niet mag doen als je verhuist With CTA Checklist 13

14 14 Move Inbound Program

15 Move Inbound Program s are sent related to the move date of the customer: Move date -3 months Move date -1 month Move date -2 weeks Move date -1 week 15

16 Content marketing & B2B

17 Content strategy As simple as business & energy 5 content types: - Trends & innovations: attract the customers - Markets & prices : a real concern for customers - Continuity of supply: related to some electrabel services - Efficiency - Regulation: to target specific persona (CEO CTO ) Internal - Title of the presentation

18 B2B Commodity content funnel Top of Funnel Awareness Mid of Funnel Paid medias to promoet content: SEA linkedin- Roularta enews Blog articles Hoe de energiemarkt begrijpen in 7 stappen? Schaliegas: hoe de oliemarkt in een prijzenoorlog is terecht gekomen De energieprijs in 2025 Moet ik nu al energie kopen voor 2018? Considera-on ebook Click Strategy Guide ebook + Webinar / Voka sessie Hoe wordt de energieprijs bepaald op de energie markt? Newsletter Energy Market News Bo/om of Funnel Conversion v Active readers v Contact requests 18

19 19 B2B blog

20 Short, concise and comprehensible analysis of commodity & energy markets which apply to Belgium (macro-economics, oil, gas and power) 20

21 Content promotion owned medias Linkedin training for key account managers ing to customer DB 21

22 E-book How is the market price for electricity determined on the energy markets and how to anticipate as a company 22

23 23 Webinar: Prijs voor elektriciteit: waar liggen de kansen voor uw bedrijf?

24 LEARNINGS

25 Learnings THE KPI s - Sales: I want content to sell something - Marketeers: I want content that promote my product and enrich my customers DB - Brand: I want content that fits with my brand value - IT: I want content that is well tagged and published on the right tool - SEO specialist: I want content that fits with google - Agency: I want content that generates margins on production costs - Management: I want content that makes the buzz

26 Learnings Inbound marketing = sales driven content marketing B2B persona s are not always realistic / activable mix of job title & activity sector à Choose persona s that are reachable by some medias Lots of reporting available = short term sales expectations not always manageable à take your time Too much reporting (CPClick CPConversion / content piece) à too much learning à Fix short term KPI s & long term KPI s B2B figures are B2B figures: quali VS quanti small target groups medias costs

27 Learnings Long and complicated nurturing track Nurturing track leads to a Shy effect no, no, I m not trying to sell you something How to build the right nurturing tracks? Last step of nurturing tracks = call à well defined end-to-end sales process (no end-toend digital sales process) Small paid medias offering for B2B content promotion (even SEO): - Linkedin: expensive & low engagement level - Content promotion format are not really used by niches medias - Small medias investments à small fee for medias agency à small services - SEA in B2B area : volumes? Use your owned medias as much as possible but less discreet, perceived as an outbound communication

28 Learnings No internal content authors? a second shy level Use of external influencers as author? Cost & credibility New distribution of roles & level + New internal processes The right partners: - For content creation: blog posts - For complex content creation: AV webinar - infographics - For content amplification - For medias partnerships - For nurturing tracks design - For nurturing tracks content ( s & co) à All-in or not à Insourcing VS outsourcing

29 29 Questions?

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