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3. Content Marketing Definition Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. 3

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5. Some Key Problems Facing B2B Content Marketing 5

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13. Diffusion of Content Production Source: Digital Evolution of B2B Marketing, 2012, www.executiveboard.com 13

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17. 17 How much content do you need? An example. 4 personas; 5 step buying process; 5 online channels; 6 updates of content per year equals: 4 x 5 x 5 x 6 = 600 pieces / year !

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20. Which offer is more appealing ? 20

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29. Different Kinds of Content during buying journey 29

30. Summary – Content Decisions Power versus Noise 30

31. End of Video Please try the online quiz. 31