How are other marketers doing it now, preparing for the future? The future that is subject to so much change! Think of an even higher connectivity of your target group, the rise of artificial intelligence and databases with so much customer information that Interpol is jealous.
At the event 'Digital Marketing Live!' this was discussed extensively. The event was all about online marketing and advertising, and interactive media. In this article I will discuss three of the discussed developments in our field.
1. How to successfully use content marketing within B2B and generate relevant leads
Content marketing is not a new development, but the way it is handled in B2B is still developing every day. This is also the case at Robeco, where they choose to plan their content strategy a whole year in advance.
When asked how you can still be relevant, hong kong phone number search Bart van Zevenbergen , marketing manager B2B at Robeco, answers: “An annual plan can also include 'the news of the day', so your program is fixed in the long term and you can actually be continuously visible and produce.”
Two things are important in content production: timing and quality. Robeco's business prospects and clients look forward to the 5 Year Outlook every year in September. This is what the pension funds base their policy on, which they make every year in the fourth quarter. "The good content and timing of the document generate many requests and therefore new leads," says van Zevenbergen.
So create content that the target group can actually do something with and distribute it at the moment they already know they need it, but have not (yet) created it themselves. In this way you use the expertise that your organization has. The content that you create, ties in with the company and with repetition the target group also learns to recognize your content.