Presentation Content Marketing that delivers: On lead generation engagement and sales by Stefan Fehm made during Power of Content Marketing Conference in Warsaw 28 May 2015

1. CONTENT
MARKETING
SELLS
Stefan Fehm, Member of the Board
C3 Creative Code and Content
GmbH
BESTPRACTICE

2. London
Hamburg
Berlin
Frankfurt
Stuttgart
Munich
Zurich
Bonn
C3 is Germany's No. 1
Content Marketing Agency and
a Top-10 Digital Agency
400+ employees
60 Mio € revenue

3. Make sure you have great
content.
Unless you have great
content it doesn't make
sense to think about the
marketing part.

4. Imagine, your elbow hurts and
you think…
“this could be a tennis elbow”

5. In the 20th century, you
would
have searched the yellow
pages for an orthopaedist…

6. Today you'll find…

8. Dr. Gumpert is obviously
no designer.
He's neither a SEO expert.
He has absolutely no idea what
content marketing is.
But he has an “almost” perfect
content marketing program.
Because he has interesting
and relevant content.

9. Allianz “Topics”
Practical advisor for customers instead of insurance jargon
CASE STUDY

10. „nursing care insurance“

13. Advertising
& PR
Invent stories
Create needs
Ideal world
PUSH
Content
Marketing
Find stories
Serve needs
Authentic world
PULL

14. What do we want
to sell today?
PROMOTIONAL
APPROACH
How can we serve our
clients' needs?
CUSTOMER CENTRIC
APPROACH

16. One topic
Five questions
One magazine

23. AND HERE'S
HOW IT
AFFECTS
BUSINESS

24. Allianz market research confirms
highest effective sales impact
of agents with
new system
97%
Overal
satisfaction
of agents confirm
greater impact
Policy
purchase rate
89%
Reduction of printed materials
Complexity
-57%
combined with improved
quality
Cost
-40%
Confirmed conversion
increase of over 1,000 %
Conversion
rate
0
0,5
1
1,5
2
2
0

25. But this didn’t happen
overnight. Though it
started with one bold
decision, the numbers
are the result of ongoing
hard work.

26. “The biggest challenge
was
to shift the focus away
from the products entirely
and concentrate
consistently on
the customer‘s
Bettina Zanger
Director of Customer Approach and Market Management
Allianz Deutschland AG

27. Concept
‣ Concept workshops
‣ Internal sales presentations
‣ End-customer market research
‣ Sales market research
‣ Pilot phases & market tests
Concept adjustment
2011 2012 2013 2014 2015 2016 2017 2018
Roll-out
Test & Learn
Roll-out
Test & Learn
‣ Markttests pro Themenwelt
‣ ausgerichtet nach
Vertriebsschwerpunkten
‣ Pflege, Familie, KFZ,
Mobilität, etc.
Roll-out
Test & Learn
Roll-out
Test & Learn
2011 was the year of conception
Optimization of content & conversion

28. Concept
‣ Concept workshops
‣ Internal sales presentations
‣ End-customer market research
‣ Sales market research
‣ Pilot phases & market tests
Concept adjustment
2011 2012 2013 2014 2015 2016 2017 2018
Optimization of content & conversion
Roll-out
Test & Learn
Roll-out
Test & Learn
‣ Markttests pro Themenwelt
‣ ausgerichtet nach
Vertriebsschwerpunkten
‣ Pflege, Familie, KFZ,
Mobilität, etc.
Roll-out
Test & Learn
Roll-out
Test & Learn
The “Topics” have been
continuously improved since 2012 and
the conversion intensified

29. Concept
‣ Concept workshops
‣ Internal sales presentations
‣ End-customer market research
‣ Sales market research
‣ Pilot phases & market tests
Concept adjustment
2011 2012 2013 2014 2015 2016 2017 2018
Optimization of content & conversion
Roll-out
Test & Learn
Roll-out
Test & Learn
‣ Markttests pro Themenwelt
‣ ausgerichtet nach
Vertriebsschwerpunkten
‣ Pflege, Familie, KFZ,
Mobilität, etc.
Roll-out
Test & Learn
Roll-out
Test & Learn
The initial investment pays off over the
long term through cost reduction
Reduction in print copies &
print costs
Initial investment

30. Ferrero “What's fresh now?”
Entertainment platform for the Polish market
CASE STUDY

31. Everything that's fresh on the web
Entertainment platform for the tictac brand in
Poland
Full responsive website and mobile app
Daily picks and the latest trends from the web
Content is either being created, curated or edited

33. Average daily visits up by 140%
four months from launch

34. Visits by section
Trends Ingenious Incredible Life-Hacks Animals Sports

35. Visits by device
74%
Desktop
19%
Mobile
7%
Tablet

36. Performance metrics
whatsfreshnow.pl tictac.de
Page
Impressions
2.03 1.81
Time spend 0:01:32 0:00:10
Bounce rate 38.89% 71.43%
Direct 56.53% 42.29%
Referral 31.30% 15.33%
Search 0.38% 35.60%
Social 11.79% 6.77%

37. Breuninger magazine
Crossmedia shopping content and shop integration
CASE STUDY

41. Like something you see in the
magazine? Just buy it. Now.
Every item shown in the magazine is easily available at the web
shop

42. Demand creation through inspiration,
special offers & bundles

45. 08/14 09/14 10/14 11/14 12/14 01/15
Significant sales impact within
first six months

46. Status quo and roadmap
74%
Target:
62%
6%
Target:
15%
8%
Target:
10%
12%
Target:
13%
2:32
Target:
2:50 min
Direct Referral Search Social Time spend

47. Three awesome facts
20% of the readers also visit the web shop
Their conversion rate is 2.7%
Customers who are not referred from the magazine have
a conversion rate of only 2.5%

48. Life is for sharing
CASE STUDY
Electronic Beats by Deutsche Telekom
Mediaplatform for International Music Sponsoring
CASE STUDY

50. Bardzo dziękuję za uwagę
www.c3.co