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Content Marketing
& the Copernican
Revolution
Image:	
  Shu+erstock	
  
#fusionmex	
  
Insights from 17 experts on how putting the
customer in the centre creates business value.
Content Marketing Conference Europe 2014
magine this: For over 1500 years, people believed Earth was at the center of the universe. Then along came
a fellow named Copernicus whose ideas about the Sun at the centre changed everything.
Fast forward to the centre of today's business universe where many companies are still structured based on
the idea that the world turns around them. It’s no wonder brand numbness is on the rise.
Content marketing offers a unique opportunity to reverse that egocentric business view by using content
across channels, tactics and divisions – revolving around human experiences.
Great content “happens” when it becomes useful information, a story, an answer, a smile, a meaning. Such
content connects customers and brands. It connects people. It even unites different tactics and divisions.
Successful content requires strategy. Vision. Commitment. Integration. Innovation. Consistency. Guts. Fun.
And relevance. Your customers at the very least deserve that much.
The Content Marketing experts in this e-book know that it's our job as marketers to adapt content to
customer experiences and not the other way around. Their weapons: empathy, content, listening and teaching.
I invite you to connect with them online and in Antwerp, Belgium at the Content Marketing Conference -
where the customer is at the centre of the experience – your universe.
J-P De Clerck - @conversionation
Content Marketing Conference Europe – 2014
Content the Copernican Way
Fusion Marketing Experience #fusionmex
Content Marketing Conference Europe
Antwerp,	
  Belgium	
  
10	
  June	
  2014	
  
powered	
  by	
  Fusion	
  Marke>ng	
  Experience	
  
Get	
  More	
  Informa;on	
  &	
  Register	
  at:	
  
h+p://fusionmex.i-­‐scoop.eu	
  
“Crea;ng	
  business	
  value	
  through	
  customer	
  value	
  using	
  content	
  marke;ng”	
  
Interna;onal	
  Speakers:	
  Netherlands,	
  US,	
  UK,	
  France,	
  Switzerland,	
  Denmark,	
  Belgium	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Transcend the Transaction
Jay	
  Baer	
  	
  	
  
@jaybaer	
  
President,	
  Convince	
  and	
  Convert	
  
convinceandconvert.com	
  
	
  
See	
  Jay’s	
  Keynote:	
  
You>lity:	
  Why	
  Smart	
  Marke>ng	
  
Is	
  About	
  Help	
  Not	
  Hype	
  
Some	
  of	
  the	
  best	
  and	
  most	
  
successful	
  content	
  marke>ng	
  
transcends	
  the	
  transac>on.	
  
	
  
To	
  do	
  this	
  kind	
  of	
  marke>ng,	
  you	
  
have	
  to	
  do	
  one	
  extremely	
  
important	
  and	
  difficult	
  thing:	
  	
  
	
  
Give	
  yourself	
  permission	
  to	
  
make	
  the	
  story	
  BIGGER.	
  	
  
JAY	
  BAER	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Inspire Audience Content
Xaviera	
  Ringeling	
  
@Contentgirl	
  
Owner,	
  ContentChefs	
  &	
  Content	
  
Collec>ve	
  
contentchefs.nl	
  
	
  
See	
  Xaviera	
  Present:	
  
Masterclass	
  content	
  marke>ng	
  
strategy:	
  let’s	
  have	
  a	
  plan	
  
	
  
The	
  holy	
  grail	
  of	
  marke>ng	
  is	
  that	
  
your	
  audiences	
  do	
  the	
  marke>ng	
  
for	
  you.	
  	
  
	
  
They	
  do	
  it	
  when	
  you	
  are	
  relevant,	
  
interes>ng,	
  helpful,	
  entertaining	
  
and	
  ideally	
  a	
  combina>on	
  of	
  all	
  
of	
  the	
  above.	
  	
  
XAVIERA	
  RINGELING	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Content Creates Trust
Doug	
  Kessler	
  
@dougkessler	
  
Crea>ve	
  Director,	
  Velocity	
  
Partners	
  
velocitypartners.co.uk	
  
	
  
See	
  Doug’s	
  Keynote:	
  
Taking	
  a	
  Stand:	
  Content	
  
Marke>ng	
  as	
  Evangelism	
  
	
  
Buyers	
  actually	
  come	
  to	
  you	
  for	
  
what	
  you	
  know	
  more	
  than	
  for	
  
what	
  you	
  sell.	
  	
  
	
  
Content	
  creates	
  value	
  by	
  
increasing	
  people's	
  trust	
  in	
  you	
  
and	
  be+er	
  outcomes	
  come	
  from	
  
a	
  trust	
  rela>onship.	
  	
  
DOUG	
  KESSLER	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Create Content Experiences
Lee	
  Odden	
  
@leeodden	
  
CEO,	
  TopRank	
  Online	
  Marke>ng	
  
toprankmarke>ng.com	
  
	
  
See	
  Lee’s	
  Keynote:	
  
A+ract,	
  Engage,	
  Convert	
  –	
  How	
  
to	
  Be	
  the	
  Best	
  Answer	
  Wherever	
  
Customers	
  Are	
  Looking	
  	
  
To	
  create	
  real	
  value,	
  Content	
  
Marke>ng	
  should	
  inform	
  as	
  well	
  
as	
  engage	
  and	
  even	
  entertain	
  to	
  
create	
  valuable	
  experiences	
  
between	
  customers	
  and	
  brand	
  
informa>on.	
  	
  
	
  
The	
  content	
  may	
  be	
  forgo+en,	
  
but	
  they’ll	
  remember	
  how	
  you	
  
made	
  them	
  feel.	
  
	
  
	
  
LEE	
  ODDEN	
  
Inspired	
  by	
  Maya	
  Angelou	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Content Creates Value
J-­‐P	
  De	
  Clerck	
  
@conversiona>on	
  
Founder,	
  i-­‐SCOOP	
  
i-­‐scoop.eu	
  
	
  
J-­‐P	
  is	
  the	
  Content	
  
Marke;ng	
  Conference	
  
Organizer	
  
	
  
Ask	
  yourself:	
  what	
  do	
  my	
  
customers	
  want?	
  Like?	
  Dream?	
  
Then	
  provide	
  and	
  amplify	
  it	
  in	
  
ways	
  that	
  make	
  sense	
  and	
  
enchant.	
  	
  
	
  
When	
  content	
  marke>ng	
  creates	
  
value	
  -­‐	
  any	
  kind	
  -­‐	
  for	
  customers,	
  
it	
  also	
  creates	
  value	
  for	
  your	
  
business.	
  That's	
  the	
  first	
  step.	
  
J-­‐P	
  DE	
  CLERCK	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Just Say No to “Nontent”
AJ	
  Huisman	
  
@AJHuisman	
  
Director	
  Marke>ng	
  &	
  Business	
  
Development,	
  	
  Kennedy	
  Van	
  der	
  
Laan	
  
contentmarke>ngcrusader.com	
  
	
  
See	
  AJ	
  Present:	
  
Content	
  Marke>ng?	
  It’s	
  the	
  Law!	
  
If	
  content	
  is	
  not	
  adding	
  value	
  
then	
  we	
  call	
  it	
  “Nontent”	
  instead	
  
of	
  Content.	
  Create	
  content	
  that	
  
delivers	
  solu>ons,	
  insights	
  and	
  
inspira>on.	
  	
  
	
  
Content	
  should	
  trigger	
  the	
  target	
  
audience	
  and	
  make	
  them	
  aware	
  
of	
  where	
  they	
  got	
  those	
  
intelligent	
  insights.	
  	
  
AJ	
  HUISMAN	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Make it Easy
Kelly	
  Hungerford	
  
@KDHungerford	
  
Head	
  of	
  Customer	
  Experience,	
  
Paper	
  Li	
  
paper.li	
  
	
  
See	
  Kelly’s	
  Panel:	
  
Content	
  Marke>ng	
  in	
  Europe	
  
	
  
	
  
Wri+en	
  or	
  spoken,	
  the	
  easier	
  
your	
  content	
  is	
  to	
  understand,	
  
the	
  more	
  helpful,	
  appreciated	
  
and	
  well	
  received	
  it	
  is	
  going	
  to	
  be	
  
by	
  your	
  audience.	
  
KELLY	
  HUNGERFORD	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Cure Customer Concerns
Tristan	
  Lavender	
  
@TristanLavender	
  
Corporate	
  Content	
  Manager,	
  
Deloi+e	
  Netherlands	
  
deloi+e.nl	
  
	
  
See	
  Tristan	
  Present:	
  
How	
  to	
  create	
  a	
  content-­‐
driven	
  and	
  customer-­‐centric	
  
company	
  culture	
  
Get	
  a	
  be+er	
  understanding	
  of	
  what	
  
keeps	
  your	
  customers	
  up	
  at	
  night.	
  	
  
Then	
  help	
  your	
  salespeople	
  create	
  
and	
  share	
  content	
  that	
  addresses	
  
those	
  ques>ons	
  and	
  concerns.	
  
	
  
This	
  is	
  what	
  makes	
  your	
  
salespeople	
  trusted	
  advisors	
  who	
  
are	
  ul>mately	
  rewarded	
  with	
  more	
  
business.	
  
TRISTAN	
  LAVENDER	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
See the Customer’s Point of View
Joakim	
  Ditlev	
  
@jditlev	
  
Consultant,	
  
ContentMarke>ng.dk	
  
	
  
See	
  Joakim’s	
  Panel:	
  
Content	
  Marke>ng	
  in	
  Europe	
  
	
  
Way	
  too	
  many	
  companies	
  are	
  
looking	
  at	
  their	
  own	
  bellybu+ons	
  
and	
  too	
  many	
  marketers	
  can	
  
spend	
  en>re	
  work	
  weeks	
  without	
  
talking	
  to	
  a	
  single	
  customer.	
  	
  
	
  
Interview	
  real	
  people	
  and	
  listen	
  
to	
  real	
  problems	
  and	
  start	
  seeing	
  
the	
  world	
  from	
  your	
  customer’s	
  
point	
  of	
  view.	
  	
  
JOAKIM	
  DITLEV	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
The Race for Content Quality
Ingrid	
  Archer	
  
@ingridarcher	
  
Managing	
  Partner,	
  spotONvision	
  
spotonvision.nl	
  
	
  
See	
  Ingrid’s	
  Panel:	
  	
  
Content	
  Marke>ng	
  in	
  Europe	
  
The	
  biggest	
  success	
  of	
  content	
  
marke>ng	
  is	
  where	
  quality	
  wins	
  
over	
  quan>ty.	
  
	
  
Be+er	
  to	
  create	
  one	
  good	
  piece	
  
of	
  content	
  than	
  10	
  superficial	
  
me-­‐too-­‐blogs.	
  	
  
INGRID	
  ARCHER	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Right Content, Right Time
Gianfranco	
  Cuzziol	
  
@iamgfc	
  
Founder,	
  everywhereCRM	
  
cuzziol.blogspot.com	
  
	
  
See	
  Gianfranco	
  Present:	
  
Content	
  marke>ng:	
  closing	
  the	
  
loop	
  	
  
	
  
What	
  provides	
  real	
  value	
  to	
  the	
  
customer	
  is	
  not	
  just	
  the	
  content	
  
to	
  help	
  make	
  decisions,	
  but	
  the	
  
ability	
  to	
  access	
  that	
  content	
  at	
  
the	
  right	
  >me	
  based	
  on	
  individual	
  
customer	
  needs.	
  
GIANFRANCO	
  CUZZIOL	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Stories Are Social
Danny	
  Devriendt	
  
@dannydevriendt	
  
Managing	
  Director,	
  UM	
  
heliade.net	
  
	
  
See	
  Danny’s	
  Keynote:	
  
The	
  Horse’s	
  Ass:	
  how	
  social	
  
becomes	
  a	
  currency	
  
Good	
  content	
  brings	
  stories	
  to	
  
the	
  consumer,	
  with	
  informa>on	
  
he	
  can	
  use,	
  discuss,	
  share,	
  and	
  
comment.	
  	
  
	
  
Stories	
  are	
  social	
  at	
  the	
  core,	
  and	
  
we	
  are	
  all	
  constantly	
  looking	
  for	
  
those	
  stories	
  that	
  bring	
  answers	
  
to	
  the	
  ques>ons	
  of	
  our	
  everyday	
  
lives.	
  
DANNY	
  DEVRIENDT	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Content Creates Transparency
Guido	
  Everaert	
  
@guidooohh	
  
Managing	
  Director,	
  Just	
  
Guidooohh	
  
justguidooohh.com	
  
	
  
See	
  Guido	
  Present:	
  
Storytelling	
  as	
  a	
  cornerstone	
  for	
  
your	
  content	
  strategy	
  
	
  
	
  
Content	
  marke>ng	
  helps	
  
customers	
  thoroughly	
  
understand	
  the	
  brand.	
  	
  
	
  
Transparency	
  is	
  a	
  key	
  outcome	
  to	
  
what	
  a	
  company	
  really	
  stands	
  for	
  
and	
  could	
  represent	
  for	
  the	
  
customer.	
  
GUIDO	
  EVERAERT	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Create Useful Content
Mike	
  Corak	
  
@MikeCorak	
  
EVP	
  of	
  Strategy,	
  
Ethology	
  
digitalmarke>ngstrategy.com	
  
	
  
See	
  Mike’s	
  Keynote:	
  
Topics,	
  not	
  Keywords:	
  How	
  to	
  
Make	
  Content	
  Work	
  for	
  Brands	
  
	
  
Content	
  developed	
  around	
  a	
  
theme	
  that	
  a	
  brand	
  is	
  
authen>cally	
  authorita>ve	
  on	
  —
coming	
  from	
  a	
  true	
  point	
  of	
  
understanding	
  user	
  intent	
  —	
  is	
  
content	
  that	
  is	
  usable	
  for	
  both	
  
businesses	
  and	
  users.	
  
MIKE	
  CORAK	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Content Creates Loyalty
Eric	
  Ingrand	
  
@ericEVGeurope	
  
VP	
  Content	
  Marke>ng	
  EMEA,	
  
EnVeritas	
  Group	
  
enveritasgroup.com	
  
	
  
See	
  Eric’s	
  Panel:	
  	
  
Content	
  Marke>ng	
  in	
  Europe	
  
	
  
	
  
Crea>ng	
  quality	
  text,	
  video,	
  
images	
  or	
  games	
  content	
  will	
  
give	
  your	
  customers	
  a	
  good	
  
reason	
  to	
  be	
  loyal	
  to	
  your	
  brand	
  
now	
  and	
  tomorrow.	
  	
  
ERIC	
  INGRAND	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Shift Into Success
Tom	
  De	
  Baere	
  
@tomdebaere	
  
Founder,	
  	
  
Inbound	
  Fisher	
  
b2bmarke>ngexperiences.com	
  
	
  
See	
  Tom	
  Present:	
  
Content	
  marke>ng:	
  closing	
  the	
  
loop	
  	
  
	
  
	
  
Those	
  that	
  fail	
  to	
  make	
  the	
  shil,	
  
from	
  outbound	
  to	
  inbound,	
  from	
  
egocentric	
  to	
  meaningful,	
  from	
  
classic	
  to	
  digital,	
  and	
  from	
  art	
  to	
  
science,	
  will	
  not	
  a+ract	
  
customers	
  of	
  the	
  future.	
  
TOM	
  DE	
  BAERE	
  
#fusionmex	
  
eBook	
  Created	
  by:	
  
Content Needs A Strategy
Jo	
  Caudron	
  
@jocaudron	
  
Founding	
  Partner,	
  DearMedia	
  
dearmedia.be	
  
	
  
See	
  Jo:	
  
Semng	
  the	
  Scene	
  &	
  Master	
  of	
  
Ceremonies	
  
Most	
  content	
  marke>ng	
  is	
  crap	
  
because	
  content	
  marke>ng	
  is	
  
mainly	
  hype.	
  What	
  problem	
  are	
  
we	
  actually	
  solving	
  here?	
  
	
  
The	
  solu>on	
  is	
  all	
  about	
  strategy	
  
and	
  claiming	
  a	
  content	
  area	
  that	
  
makes	
  the	
  difference,	
  that	
  can	
  
build	
  a	
  real	
  and	
  loyal	
  audience.	
  
	
  
JOE	
  CAUDRON	
  
Ready to Start Your Content Revolution?
Content	
  Marke;ng	
  Conference	
  
Antwerp,	
  Belgium	
  -­‐	
  10	
  June	
  2014	
  
Register Today!
Interna;onal	
  Content	
  Marke;ng	
  Experts:	
  Netherlands,	
  US,	
  UK,	
  France,	
  Switzerland,	
  Denmark,	
  Belgium	
  
Click	
  to	
  Register	
  
eBook	
  Created	
  by:	
  
Let’s	
  Get	
  Social	
  
If	
  you	
  like	
  these	
  insights,	
  
please	
  share	
  this	
  eBook!	
  
Connect	
  with	
  Fusion	
  Marke;ng	
  Experience:	
  	
  
@fusionmex	
  	
  -­‐	
  	
  fusionmex.i-­‐scoop.eu	
  
	
  
Connect	
  with	
  TopRank	
  Online	
  Marke;ng:	
  	
  
@toprank	
  	
  -­‐	
  	
  toprankmarke>ng.com	
  
	
  

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Content Marketing Conference Europe eBook 2014

  • 1. Content Marketing & the Copernican Revolution Image:  Shu+erstock   #fusionmex   Insights from 17 experts on how putting the customer in the centre creates business value. Content Marketing Conference Europe 2014
  • 2. magine this: For over 1500 years, people believed Earth was at the center of the universe. Then along came a fellow named Copernicus whose ideas about the Sun at the centre changed everything. Fast forward to the centre of today's business universe where many companies are still structured based on the idea that the world turns around them. It’s no wonder brand numbness is on the rise. Content marketing offers a unique opportunity to reverse that egocentric business view by using content across channels, tactics and divisions – revolving around human experiences. Great content “happens” when it becomes useful information, a story, an answer, a smile, a meaning. Such content connects customers and brands. It connects people. It even unites different tactics and divisions. Successful content requires strategy. Vision. Commitment. Integration. Innovation. Consistency. Guts. Fun. And relevance. Your customers at the very least deserve that much. The Content Marketing experts in this e-book know that it's our job as marketers to adapt content to customer experiences and not the other way around. Their weapons: empathy, content, listening and teaching. I invite you to connect with them online and in Antwerp, Belgium at the Content Marketing Conference - where the customer is at the centre of the experience – your universe. J-P De Clerck - @conversionation Content Marketing Conference Europe – 2014 Content the Copernican Way Fusion Marketing Experience #fusionmex
  • 3. Content Marketing Conference Europe Antwerp,  Belgium   10  June  2014   powered  by  Fusion  Marke>ng  Experience   Get  More  Informa;on  &  Register  at:   h+p://fusionmex.i-­‐scoop.eu   “Crea;ng  business  value  through  customer  value  using  content  marke;ng”   Interna;onal  Speakers:  Netherlands,  US,  UK,  France,  Switzerland,  Denmark,  Belgium  
  • 4. #fusionmex   eBook  Created  by:   Transcend the Transaction Jay  Baer       @jaybaer   President,  Convince  and  Convert   convinceandconvert.com     See  Jay’s  Keynote:   You>lity:  Why  Smart  Marke>ng   Is  About  Help  Not  Hype   Some  of  the  best  and  most   successful  content  marke>ng   transcends  the  transac>on.     To  do  this  kind  of  marke>ng,  you   have  to  do  one  extremely   important  and  difficult  thing:       Give  yourself  permission  to   make  the  story  BIGGER.     JAY  BAER  
  • 5. #fusionmex   eBook  Created  by:   Inspire Audience Content Xaviera  Ringeling   @Contentgirl   Owner,  ContentChefs  &  Content   Collec>ve   contentchefs.nl     See  Xaviera  Present:   Masterclass  content  marke>ng   strategy:  let’s  have  a  plan     The  holy  grail  of  marke>ng  is  that   your  audiences  do  the  marke>ng   for  you.       They  do  it  when  you  are  relevant,   interes>ng,  helpful,  entertaining   and  ideally  a  combina>on  of  all   of  the  above.     XAVIERA  RINGELING  
  • 6. #fusionmex   eBook  Created  by:   Content Creates Trust Doug  Kessler   @dougkessler   Crea>ve  Director,  Velocity   Partners   velocitypartners.co.uk     See  Doug’s  Keynote:   Taking  a  Stand:  Content   Marke>ng  as  Evangelism     Buyers  actually  come  to  you  for   what  you  know  more  than  for   what  you  sell.       Content  creates  value  by   increasing  people's  trust  in  you   and  be+er  outcomes  come  from   a  trust  rela>onship.     DOUG  KESSLER  
  • 7. #fusionmex   eBook  Created  by:   Create Content Experiences Lee  Odden   @leeodden   CEO,  TopRank  Online  Marke>ng   toprankmarke>ng.com     See  Lee’s  Keynote:   A+ract,  Engage,  Convert  –  How   to  Be  the  Best  Answer  Wherever   Customers  Are  Looking     To  create  real  value,  Content   Marke>ng  should  inform  as  well   as  engage  and  even  entertain  to   create  valuable  experiences   between  customers  and  brand   informa>on.       The  content  may  be  forgo+en,   but  they’ll  remember  how  you   made  them  feel.       LEE  ODDEN   Inspired  by  Maya  Angelou  
  • 8. #fusionmex   eBook  Created  by:   Content Creates Value J-­‐P  De  Clerck   @conversiona>on   Founder,  i-­‐SCOOP   i-­‐scoop.eu     J-­‐P  is  the  Content   Marke;ng  Conference   Organizer     Ask  yourself:  what  do  my   customers  want?  Like?  Dream?   Then  provide  and  amplify  it  in   ways  that  make  sense  and   enchant.       When  content  marke>ng  creates   value  -­‐  any  kind  -­‐  for  customers,   it  also  creates  value  for  your   business.  That's  the  first  step.   J-­‐P  DE  CLERCK  
  • 9. #fusionmex   eBook  Created  by:   Just Say No to “Nontent” AJ  Huisman   @AJHuisman   Director  Marke>ng  &  Business   Development,    Kennedy  Van  der   Laan   contentmarke>ngcrusader.com     See  AJ  Present:   Content  Marke>ng?  It’s  the  Law!   If  content  is  not  adding  value   then  we  call  it  “Nontent”  instead   of  Content.  Create  content  that   delivers  solu>ons,  insights  and   inspira>on.       Content  should  trigger  the  target   audience  and  make  them  aware   of  where  they  got  those   intelligent  insights.     AJ  HUISMAN  
  • 10. #fusionmex   eBook  Created  by:   Make it Easy Kelly  Hungerford   @KDHungerford   Head  of  Customer  Experience,   Paper  Li   paper.li     See  Kelly’s  Panel:   Content  Marke>ng  in  Europe       Wri+en  or  spoken,  the  easier   your  content  is  to  understand,   the  more  helpful,  appreciated   and  well  received  it  is  going  to  be   by  your  audience.   KELLY  HUNGERFORD  
  • 11. #fusionmex   eBook  Created  by:   Cure Customer Concerns Tristan  Lavender   @TristanLavender   Corporate  Content  Manager,   Deloi+e  Netherlands   deloi+e.nl     See  Tristan  Present:   How  to  create  a  content-­‐ driven  and  customer-­‐centric   company  culture   Get  a  be+er  understanding  of  what   keeps  your  customers  up  at  night.     Then  help  your  salespeople  create   and  share  content  that  addresses   those  ques>ons  and  concerns.     This  is  what  makes  your   salespeople  trusted  advisors  who   are  ul>mately  rewarded  with  more   business.   TRISTAN  LAVENDER  
  • 12. #fusionmex   eBook  Created  by:   See the Customer’s Point of View Joakim  Ditlev   @jditlev   Consultant,   ContentMarke>ng.dk     See  Joakim’s  Panel:   Content  Marke>ng  in  Europe     Way  too  many  companies  are   looking  at  their  own  bellybu+ons   and  too  many  marketers  can   spend  en>re  work  weeks  without   talking  to  a  single  customer.       Interview  real  people  and  listen   to  real  problems  and  start  seeing   the  world  from  your  customer’s   point  of  view.     JOAKIM  DITLEV  
  • 13. #fusionmex   eBook  Created  by:   The Race for Content Quality Ingrid  Archer   @ingridarcher   Managing  Partner,  spotONvision   spotonvision.nl     See  Ingrid’s  Panel:     Content  Marke>ng  in  Europe   The  biggest  success  of  content   marke>ng  is  where  quality  wins   over  quan>ty.     Be+er  to  create  one  good  piece   of  content  than  10  superficial   me-­‐too-­‐blogs.     INGRID  ARCHER  
  • 14. #fusionmex   eBook  Created  by:   Right Content, Right Time Gianfranco  Cuzziol   @iamgfc   Founder,  everywhereCRM   cuzziol.blogspot.com     See  Gianfranco  Present:   Content  marke>ng:  closing  the   loop       What  provides  real  value  to  the   customer  is  not  just  the  content   to  help  make  decisions,  but  the   ability  to  access  that  content  at   the  right  >me  based  on  individual   customer  needs.   GIANFRANCO  CUZZIOL  
  • 15. #fusionmex   eBook  Created  by:   Stories Are Social Danny  Devriendt   @dannydevriendt   Managing  Director,  UM   heliade.net     See  Danny’s  Keynote:   The  Horse’s  Ass:  how  social   becomes  a  currency   Good  content  brings  stories  to   the  consumer,  with  informa>on   he  can  use,  discuss,  share,  and   comment.       Stories  are  social  at  the  core,  and   we  are  all  constantly  looking  for   those  stories  that  bring  answers   to  the  ques>ons  of  our  everyday   lives.   DANNY  DEVRIENDT  
  • 16. #fusionmex   eBook  Created  by:   Content Creates Transparency Guido  Everaert   @guidooohh   Managing  Director,  Just   Guidooohh   justguidooohh.com     See  Guido  Present:   Storytelling  as  a  cornerstone  for   your  content  strategy       Content  marke>ng  helps   customers  thoroughly   understand  the  brand.       Transparency  is  a  key  outcome  to   what  a  company  really  stands  for   and  could  represent  for  the   customer.   GUIDO  EVERAERT  
  • 17. #fusionmex   eBook  Created  by:   Create Useful Content Mike  Corak   @MikeCorak   EVP  of  Strategy,   Ethology   digitalmarke>ngstrategy.com     See  Mike’s  Keynote:   Topics,  not  Keywords:  How  to   Make  Content  Work  for  Brands     Content  developed  around  a   theme  that  a  brand  is   authen>cally  authorita>ve  on  — coming  from  a  true  point  of   understanding  user  intent  —  is   content  that  is  usable  for  both   businesses  and  users.   MIKE  CORAK  
  • 18. #fusionmex   eBook  Created  by:   Content Creates Loyalty Eric  Ingrand   @ericEVGeurope   VP  Content  Marke>ng  EMEA,   EnVeritas  Group   enveritasgroup.com     See  Eric’s  Panel:     Content  Marke>ng  in  Europe       Crea>ng  quality  text,  video,   images  or  games  content  will   give  your  customers  a  good   reason  to  be  loyal  to  your  brand   now  and  tomorrow.     ERIC  INGRAND  
  • 19. #fusionmex   eBook  Created  by:   Shift Into Success Tom  De  Baere   @tomdebaere   Founder,     Inbound  Fisher   b2bmarke>ngexperiences.com     See  Tom  Present:   Content  marke>ng:  closing  the   loop         Those  that  fail  to  make  the  shil,   from  outbound  to  inbound,  from   egocentric  to  meaningful,  from   classic  to  digital,  and  from  art  to   science,  will  not  a+ract   customers  of  the  future.   TOM  DE  BAERE  
  • 20. #fusionmex   eBook  Created  by:   Content Needs A Strategy Jo  Caudron   @jocaudron   Founding  Partner,  DearMedia   dearmedia.be     See  Jo:   Semng  the  Scene  &  Master  of   Ceremonies   Most  content  marke>ng  is  crap   because  content  marke>ng  is   mainly  hype.  What  problem  are   we  actually  solving  here?     The  solu>on  is  all  about  strategy   and  claiming  a  content  area  that   makes  the  difference,  that  can   build  a  real  and  loyal  audience.     JOE  CAUDRON  
  • 21. Ready to Start Your Content Revolution? Content  Marke;ng  Conference   Antwerp,  Belgium  -­‐  10  June  2014   Register Today! Interna;onal  Content  Marke;ng  Experts:  Netherlands,  US,  UK,  France,  Switzerland,  Denmark,  Belgium   Click  to  Register  
  • 22. eBook  Created  by:   Let’s  Get  Social   If  you  like  these  insights,   please  share  this  eBook!   Connect  with  Fusion  Marke;ng  Experience:     @fusionmex    -­‐    fusionmex.i-­‐scoop.eu     Connect  with  TopRank  Online  Marke;ng:     @toprank    -­‐    toprankmarke>ng.com    

Editor's Notes

  1. What is one of the most important ways that content marketing creates value for customers? Content Marketing delivers the answers that your customers are asking Google! Quality content gives your audience more reasons to come back to your shop, online or offline. Deliver the most accurate, clear and honest information where your customers are looking for information: Google, Social Media, forums, blogs and others. Creating quality text, video, images or games will give your customers a good reason to be loyal to your brand now and tomorrow and clearly this is important to your future! Please share one practical tip as a preview to your presentation at Fusion Marketing Experience Hire a data scientist and make sure he does not sit with the IT team but with the marketing team, let them have lunch together, let them share their objectives and monitor the results. DATA alone is as useful as a creative guy looking at a database. Let them share their stories, objectives and frustration to come up with clever ideas to monetize all the data you are collecting everyday, and not utilizing to generate more targeted ways to communicate with your existing and future clients.
  2. What is one of the most important ways that content marketing creates value for customers? Content marketing gives customers a better understanding of the full value proposition of a company. They are no longer limited by the content they find on websites, advertisements or sales people of these companies. Instead, through review sites, bloggers, social media and an abundance of content, they are better informed than ever. The increased attention of Google, marketing software vendors and the marketing industry as a whole towards content is great news for customers. Those that fail to make the shift, from outbound to inbound, from egocentric to meaningful, from classic to digital, and from art to science, will not attract customers of the future. Please share one practical tip as a preview to your presentation at Fusion Marketing Experience Content marketing must be seen as a fully integrated element in the broader marketing perspective, connected with sales, CRM, marketing automation, customer service and a bunch of processes and systems. In the midst of this broader perspective, content marketing should provide you with a shift in mindset, across the company. It requires you to think beyond selling. Towards helping people buy, or use your products. Map out every possible customer touch point and reveal content gaps. Then start building your plan on how you will bridge these gaps, and how you will fulfill the content needs of your buyers, in every stage of the customer life cycle.