Content Marketing Blog mint

Content Marketing Blog

B2B Panel Discussion at Schulich Marketing Conference 2015

The Schulich Marketing Association’s (SMA) Winter Conference on “Digital Disruption” faced a significant “disruption” even before it started. With the Teaching Assistants’ strike and picket lines being set up at York University, the SMA organizing committee had to scramble and arrange an alternate venue overnight. The event took place without a glitch on the morning of March 6, 2015 at the Toronto Star building on 1, Yonge Street.

MintCopy was delighted to participate in the B2B Panel Discussion, sharing the stage with other esteemed panelists, Liz Da Ponte, digital strategist at PwC Canada, Hanoz Tabak, digital marketing manager at GE Capital and Jazz Kamra from Google Canada. Robert Kozinets, the Chair of Marketing at the Schulich School of Business expertly moderated the discussion raising some very pertinent questions and getting all the panelists fired up! Not to forget the immensely interactive and enthusiastic MBA students from Schulich who made the event a runaway success. Kudos to all!       

8 Key Takeaways on B2B Digital Communications and Content Marketing  

We always aim to bring you valuable insights, trends and best practices across various industries when it comes to content marketing. At the Schulich Marketing Association’s B2B Panel Discussion, it was wonderful to hear these practical tips and advice from digital marketing practitioners out there in the real, big and fiercely competitive world of mega brands. Whether it was Hanoz from GE Capital or Jazz from Google or Liz from PwC Canada, they were all singing from the same song sheet. Here are some key takeaways from the panel discussion:

  1. Know what your customers really want to hear and add value with quality content: don’t put out volumes of content simply for the sake of being an active content marketer.
  2. Take an integrated approach: the digital landscape does not exclude traditional, offline marketing methods. Buyers spend a lot of time online, no doubt, but they still exist in the real, physical, offline world. You have to appeal to their emotions and sensibilities.
  3. ‘Personalized’ does not mean ‘personal’: know the difference and approach your customers with the content and solutions that are relevant and meaningful to them.
  4. You cannot ‘automate’ customization: the worst thing that can happen is a strong perception in the minds of your target audience that your brand is robotic and attempting to be all things to all people. BUT, it is easy to get carried away with the latest tools and technologies that allow you to automate one-to-many communications. The human touch, the relationship factor, the social conversations, these are all very important and irreplaceable even by the most advanced marketing automation systems.
  5. Focus on ROI: no matter how much you may try to demonstrate that your social media marketing and other initiatives are working, at the end of the day, it’s about showing ROI. Have the right metrics in place to measure and monitor your content marketing campaigns.   
  6. Be ready for the long haul, but be nimble and show results quickly: the C-Suite has little patience. It’s all very well to think long-term marketing strategy and even plan for it, but the bottom line has to start showing results quickly before the carpet is pulled from under your feet!
  7. Build customer lifetime value: every customer is important, but how long every customer remains a customer is far more important. Quality over quantity is critical. B2B organizations have a constant challenge of dealing with a complex, longer sales cycle and multiple influencers or decision makers. In order to enhance the lifetime value of a customer, these companies need to optimize customer experiences across every touch point: online and offline.
  8. Innovation is key: but unless it solves a problem, it’s meaningless innovation. What is the C-Suite really saying when they tell marketing to be “innovative”? They are saying, “avoid mistakes, show results now and keep the customer happy”. Marketers have to deliver on all three demands while being innovative and only then can they achieve both, top line and bottom line growth.                        

MintCopy would like to thank the Schulich Marketing Association for inviting us to this year’s Winter Conference and to participate in the exciting B2B Panel Discussion. We had a great time! 

 

Share


Recent Posts

Sheetal Pinto - 4/22/2021 06:00

Most people will not think about insurance as the most exciting topic when it comes to content, but Progressive made insurance more personal with their mascot, Flo. Geico brought in a gecko as an unconventional way to discuss insurance with customers. Liberty Mutual introduced LiMu Emu and Doug to spread the word that you can get customized coverage. These insurance businesses found a way to create interest and a narrative around insurance that makes people pay attention. Your insurance agency can take your content strategy up a notch through these tested and proven techniques that serve your customers.

Sheetal Pinto - 4/15/2021 06:00

Think of content marketing like a first date. If all you do is talk about yourself, you’re unlikely to get a second date. People aren’t primarily reading your content to get to know your company. Your audience is trying to solve a problem or get insights into a subject that is of genuine interest to them. The conundrum is that to ensure your content is consumed and appreciated, you must have a well-planned SEO strategy. To get content that meets your SEO needs, you need a content strategy and a way to convey that plan and its objectives to the copywriter. 

Sheetal Pinto - 4/8/2021 06:00

The best lawyers and politicians know that to persuade others, there are three elements of persuasion – ethos, pathos, and logos. Ethos refers to your character and believability. Pathos is the emotional aspect of your argument. Logos refers to the logic or reason of your statements. When you weave the three elements together well, you can persuade your audience to take action. Use the power of ethos, pathos, and logos to increase the effectiveness of your content marketing.

Sheetal Pinto - 4/1/2021 06:00

Having a strong content strategy builds your school’s reputation, attracts new students and brings your community together. It may even encourage alumni to donate and support your school in many ways.  The challenge is bringing together many departments and goals while having an engaging website and keeping up with social media. To be successful, it’s important for modern-day schools to be active online and on social media. Your school can also differentiate itself through an engaging online platform.

Sheetal Pinto - 3/25/2021 06:00

How Content Marketing Can Help Your Charity

Content marketing is often geared toward selling products or services. So, when your organization is a charity, it’s easy to think that content marketing doesn’t have to be part of your marketing plan. If you’re trying to build an online presence, you need a content strategy just as much as any for-profit business. Putting the right information in front of your audience gives you the opportunity to reach your community more effectively.

Sheetal Pinto - 3/18/2021 06:43

Communication is a two-way street. We share our message to get a response. How often do we forget to listen to the response? In our daily scramble to create new content, we often forget about checking to see what our audience thinks. We get so focused on Google rankings that we neglect our real audience – the customer. Creating an atmosphere in which you listen to feedback and reviews from your customers gives you a chance to let your customers know how much you care. Plus, it opens the door to some exciting opportunities in your content marketing strategy.

Sheetal Pinto - 3/11/2021 06:00

Burger King may have had good intentions with it’s 2021 campaign for International Women’s Day, but it’s tweet “women belong in the kitchen” came off as sexist. Although it is true that women make great chefs, the historical context of the phrase brought negative publicity to the popular burger chain. The campaign was a flop and goes to demonstrate the power of thoughtfully crafted content. You can use your content to show you value gender equality, provided you do it right. 

Sheetal Pinto - 3/4/2021 00:00

You’ll Find An Enthusiastic Audience in Exchange!    

Entrepreneurs cultivate discipline. It takes a lot of grit to get up every day and punch the clock without a boss looking over your shoulder. Most small business owners have their must-do list of things that have to get done, regardless of feelings and inspiration. Sadly, content marketing often gets relegated to that have-to-do chore list. It’s typically done out of discipline instead of enthusiasm. Gordon Parks, photographer, film director, musician, writer, and co-founder of Essence magazine, said, “Enthusiasm is the electricity of life. How do you get it? You act enthusiastic until you make it a habit.” If you’ve lost your joie de vivre in your content creation, here are some ways to find it again.

Sheetal Pinto - 2/25/2021 06:00

Don't Waste Time Staring at a Blank Screen Hoping for Inspiration

A white page with a blinking cursor can be scary. You sit down to write next week's content and stare blankly at the screen until 1 min, 1 hour or even a whole morning has passed without getting any work done. It's not uncommon for people to think that writer's block is a myth (a.k.a. procrastination). You should just start writing (or typing) and you'll come up with something—it doesn't always work that way. We know writer's block is real. Creating great content doesn't happen by accident or under duress. Go back to your content strategy and find a new approach to creating valuable content.

Sheetal Pinto - 2/18/2021 06:00

When Customers Are Seeking Help, Stop Selling!

Chatbots are becoming more mainstream as more businesses embrace the technology as part of their online presence. To maintain your brand’s identity and to avoid pushing customers away, your business can’t afford to leave your chatbot content strategy to chance. Here are our best tips for creating a chatbot that eases up your time by delivering relevant information to your customers.