Contentmarketing the new advertising? Global Marcom meeting, 2-4 Nov 2015

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Objectives of this workshop

1. Open discussion about contentmarketing in order to create better understanding about it

2. Sharing experiences

3. Food for thought for development of your groupcase

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A starting point

Before looking at the importance of content marketing, lets make a quick search of some ruminant terms that might lead a potential customer on the web to Nutreco, its subsidiaries or its products. Here are some of the results (Sept. 2014):

Nutreco keyword results

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Search term Rank Page Search result related to Nutreco Brands better placed than Nutreco

(#) denotes multiple results

Calf milk replacer (Oct 2015)

19 3 Calf Milk Replacer – Sprayfo.com/learn more Sloten NL

Volac (1), Britmilk(1), Land O Lakes, Nutrena, Purina Mills, Veanavite (1), Bonanza, DuMOR, Volac, Kent Feeds, Mole Valley, Milligans, Reliance, Schils, Grober, Hubbard

Calf nutrition (Oct 2015) 24 5 http://gb.trouwnutrition.co.uk/en/Calf-Machinery-Equipment/

Bonanza (2) Cargill (4), Nutrifeed (4), Purina Mills, Land O Lakes, Bonanza, Tractor Supply Co, Ampli-Calf, Vigortone, Veanavite, Nutrena

Early calf nutrition (ranking of 1st mention)

25 3 Shur-Gain – Calf and Heifer Feed – Nutreco Canada www.nutrecocanada.com

Veanavite

Early calf nutrition (ranking of 2nd mention)

144 15 About LifeStart lifestart.nutreco.com

Metabolic programming 17 2 Metabolic programming – Trouw Nutrition Ireland Ie.trouwnutrition.co.uk

No brand mentioned prior

First lactation dairy milk production

N/A N/A No presence of Nutreco within 100 results

Merial (rank 55)

Nutreco keyword results

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Search term Rank Page Search result related to Nutreco Brands better placed than Nutreco (#) denotes multiple results

Animal nutrition 103 >10 Nutreco corporate www.nutreco.com

DSM (1), BASF (1), Evonik (1), Soyaux (2), La Rochelle, Lallemand (2), Danisco, Cargill (5), ADM,, Alltech, Animal Pak, Beneo, Tyson, Roquette (2), Lonza, Wageningen, Yara, Sanders, Balchem, Kkan, Novosymes, Saria, BNA, Cognac, Ingredion, Zinpro, Glanbia, Kerry, Barentz, Seppic, Biorigin, QualiTech Co, Fermentalg, Ajinmoto, Prodia, Confoelns, Invivo (2), Adisseo, Olmix, Animalia, Hypred, Lesaffre, Robinson’s

Animal nutrition premix 58 5 Trouw Nutrition GB – Premix www.gb.trouwnutrition.co.uk/en/Products

Cargill (5), Inzo, ADM, BNA, CCPA, Nutristar, Sanders, Coprex, Hellopro, MG2mix, Advit, Princeagri, BSC, Altilis, Christa, Biomin, BASF, Renaissance, Bayer, Techna, Rabar, Glanbia, Avitech, Nutritech, Lek Veterina, Ralco, Tekro, Unitech, Engormix, BEC, Nutri-Beef, De Heus

Dairy performance N/A N/A No presence of Nutreco within 100 results

Embrofarm, Performancedairy, Genex, Agrimetrica, CRT, ICL, Vita Plus, Kemin, DairyCo, Lallemand, Glanbia, O&T Farms, Southern Milling, Denkmal

Nutreco keyword results

Take-aways: • Nutreco never gets close to a top page rank for many

of the terms with which Nutreco could and should be closely associated.

• In spite of Nutreco’s position as a global leader in animal nutrition, it is systematically outranked by other (and many lesser) brands in appropriate keyword searches.

• When Nutreco is mentioned, it is often one of its subsidiaries (good!) but with a country-specific site, that may discourage individuals from other regions from seeking more information.

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Nutreco keyword results

Why is this problematic, and what can we do to change it? • B2B customers and prospects are consulting the

Internet regularly for information about your products and services and those of your competitors.

• Content marketing (and inbound marketing) are

two of the tactics that Nutreco (TN) should use to rise quickly in the Google ranking and assume its appropriate position in the online world as the global leader that it is.

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We have to catch up

The rise of search engines and widespread Internet use has radically transformed the

discipline of marketing.

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What is contentmarketing following to you?

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What is content marketing?

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What is content marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant,

content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable

customer action.

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Source: http://contentmarketinginstitute.com/what-is-content-marketing/

What is content marketing?

Basically, content marketing is the art of communicating with your customers and

prospects without selling.

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Source: http://contentmarketinginstitute.com/what-is-content-marketing/

Content Marketing Inbound marketing

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What is inbound marketing?

A customer contact strategy in which content

developed for owned media platforms such as

webpages and landing pages are optimized

for visibility on search engines.

Inbound marketing

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Providing a variety of content and channels to reflect each stage of the buyer journey is one goal of inbound marketing. The call to action (CTA) is an extremely important element on each piece of content in order to take qualified targets to the next appropriate level of brand involvement.

KPI: marketing automation

CRM ‘Potential’ Customer Database Click Dimensions Directly connect and direct to multiple online customer ‘touch points’.

Click Dimensions & Google Analytics Track progress & Measure results.

Customer Orientation

Connectivity

Conversion

Agree or disagree?

1. ‘Brands are becoming more & more publishers’ 2. ‘Contentmarketing increases customers

engagement better than traditional advertising’ 3. ‘Contentmarketing is key to increase web

traffic’ 4. ‘Contentmarketing is key to increase brand

awareness’ 5. ‘Contentmarketing is key for an emotional

connection with customer and prospects’ 6. ‘I want to invest in (local) contentdevelopment’ 7. ‘Contentmarketing is the new advertising’

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We have to catch up

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Why content/inbound marketing?

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Your potential customers use the Internet to form their opinion about you and your competitors ● B2B buyers do not contact suppliers directly until

57% of the purchase process is complete. Source: CEB Leadership Council Survey - 2013

● The majority of the sales process is thus taking place online, without the assistance of your sales people.

Why content/inbound marketing?

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Your target market trusts earned and owned media more than paid media ● 84% of consumers around the world say they trust word-

of-mouth recommendations (earned media) above all other sources of advertising.

Source: Nielsen Global Survey of Trust in Advertising, 2013

● 69% of global respondents trust owned media such as content on brand websites, making it the second most trusted advertising source.

Source: Nielsen Global Survey of Trust in Advertising, 2013

Welcome to my world…

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That’s easier said than done…

What does it bring me as opco? Where to start?

How to organize?

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What does it bring me?

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Organizational goals of agricultural marketers (100) who use content marketing

Source: B2B Content Marketing 2010: Agriculture Industry Report

Where to start?

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● Contentmarketing needs to support one/more of your organisational/business goals

● 80% of agricultural companies sales revenue comes from repeat business *

− So, as a TN opco your business goal could be to focus your content strategy on customer retention

* Source: B2B Content Marketing 2010: Agriculture Industry Report

How to organize?

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How to organize?

• Need of resources: more and more TN opco’s invested in a marketing dept. which is a positive development

• Next to offline activities, online should have a key focus

• Content creation: o Translation of exisiting internal (research/campaign)

content

o External content creators for your own local content • Global Marketing team can assist you.

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Existing content campaigns to consider

• Calfix

• Sprayfo – 5 step campaign • Farmosan Rediar • Milkiwean – 5 step campaign

• Lifestart

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Example:

Content sharing via & with distributors

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Homepages Sprayfo spanish & portugese

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Websites objectives

● Exhale thoughtleadership regarding calf rearing

● Create marketing qualified leads by offering easy access to shareable content in different ways

● Being the online ‘HUB’ where farmers and farm advisors can find key information about calf rearing

● Responsive website offering also a great experience on tablets & smartphones

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Power of relevant Content (netherlands)

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0 200 400 600 800 1000 1200

Request poster birth protocol

Request coloQuick sample package

Survey 1st days

Request whitepaper

Total

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151

385

512

1099

Soft conversions (05-2014 – 02-2015)

create leads/engagement with content

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On sprayfo website farmers can download an E-book of 5 steps (13 pages) for succesful calf rearing by leaving their e-mail and name.

You can follow up the downloaders .

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On sprayfo website farmers can download a cow milk E-book about pro’s and con’s of whole milk by leaving e-mail and name. You can follow up the downloaders.

create leads/engagement with content

create leads/engagement with content

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On sprayfo website farmers can do an online test and receive an e-mail with Sprayfo advise by leaving their e-mail and name. You can follow up the people who did the survey.

Incorporate sprayfo content in your website (es)

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• Consider to incorporate three weblinks (others possible of course) of Sprayfo content into your own website:

1. Linking to learn more page: http://www.sprayfo.com/es-ES/mas-info/

2. Linking to 5 step campaign: http://www.sprayfo.com/es-ES/mas-info/5-dias/

3. Linking to Lifestart page: http://sprayfo.com/es-ES/lifestart/

1 2 3

Example colombian distributor

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A lot of space available to put practical & educational Sprayfo content such as feeding schedules, online survey questionaire, E-book downloadlinks or Lifestartpage-link

Example chili distributor

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A lot of good detailed product information available but also here you might consider to add an extra tab with additional information to inspire and educate your customer or prospect

Add an extra tab

Example Brazilian distributor

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A lot of good detailed product information available but also here you might consider to add additional information to inspire and educate your customer or prospect

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Dank U!

Takk!

Merci!

ありがとう！

谢谢！

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