{"id":36359,"date":"2012-08-09T16:41:27","date_gmt":"2012-08-09T16:41:27","guid":{"rendered":"https:\/\/www.spotonvision.com\/contentmarketing-bij-b2b-multinationals-de-3-grootste-uitdagingen-en-tips-en-tricks\/"},"modified":"2024-03-15T09:53:26","modified_gmt":"2024-03-15T09:53:26","slug":"contentmarketing-bij-b2b-multinationals-de-3-grootste-uitdagingen-en-tips-en-tricks","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/contentmarketing-bij-b2b-multinationals-de-3-grootste-uitdagingen-en-tips-en-tricks\/","title":{"rendered":"Contentmarketing bij B2B multinationals \u2013 de 3 grootste uitdagingen en tips en tricks"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb4c1294b53 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb4c1294b53 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb4c1294b53 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb4c1294b53 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb4c1294b53\">\n        <div class=\"dw_single_header_block_background\" style=\"background-color: #FFF8F7\">\n            <div class=\"container center dw_single_header_block_container\">\n                <div class=\"dw_single_header_block_columns\">\n                    <div class=\"dw_single_header_block_column left\">\n                        <div class=\"dw_single_header_block_breadcrumb\"><div class=\"breadcrumbs\"><\/div><\/div>\n                        <div class=\"dw_single_header_block_content title\"><h1>Contentmarketing bij B2B multinationals \u2013 de 3 grootste uitdagingen en tips en tricks<\/h1><\/div>\n                                                                    <\/div>\n                                        <div class=\"dw_single_header_block_column right\">\n                        <div class=\"dw_single_header_block_image\">\n                            <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/matchcraft_results-892x531.jpg\" alt=\"\" \/>\n                        <\/div>\n                    <\/div>\n                                                    <\/div>\n            <\/div>\n        <\/div>\n                <div class=\"container center dw_single_header_block_author\">\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Ingrid Archer &#8211; Published:&nbsp;August 09, 2012            <\/a>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Door de komst van het internet is het besluitproces van de B2B koper sterk veranderd. Steeds meer organisaties voelen zich genoodzaakt op deze ontwikkeling in te spelen en transformeren hun marketingstrategie van \u2018push\u2019-marketing naar <a href=\"https:\/\/www.spotonvision.com\/strategie\/contentstrategie\/\">contentmarketing<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-contentmarketing-zelf-inzetten\">Contentmarketing zelf inzetten<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bij contentmarketing gaat het om het cre\u00ebren van een positie als thoughtleader en het genereren en nurturen van leads door het bieden van relevante en waardevolle content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Er komt heel wat kijken bij het opzetten en integreren van een dergelijke nieuwe strategie binnen je organisatie. Werk je bij een klein tot middelgroot bedrijf dat lokaal of nationaal geori\u00ebnteerd is, dan hoeft dit niet extreem complex te zijn.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wil je contentmarketing inzetten binnen een grote internationale organisatie dan kan je voor grotere uitdagingen komen te staan. Yuri van der Sluis gaat hierover in gesprek met twee sprekers tijdens het afgelopen B2B Marketing Forum 2012: Vincent Hooplot, Marketing Director bij ROBECO, en Todd Wheatland, VP Marketing &amp; Thought Leadership bij Kelly Services.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-grootste-uitdagingen\">Grootste uitdagingen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vincent en Todd zijn beiden de grondleggers van contentmarketing in grote internationale organisaties. Welke uitdagingen ondervinden zij bij de integratie en uitvoering van contentmarketing binnen ROBECO en Kelly Services? Ik heb hun verhaal onderverdeeld in drie uitdagingen:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-contentmarketing-op-de-agenda-krijgen-binnen-je-organisatie\">1. Contentmarketing op de agenda krijgen binnen je organisatie<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Vincent: \u201cBedrijven zijn tegenwoordig veel met directe sales bezig, terwijl contentmarketing juist vraagt om lange termijn denken. ROBECO is een sterk op kennis gebaseerde organisatie, waardoor het bedrijf erg afhankelijk is van het investment management. Dit management is sterk gericht op de prestatiedoelen van de organisatie. Alle taken die hen afleiden van deze prestatiedoelen, worden gezien als een interventie in hun targets. Wij moesten de grote stap nemen hen te overtuigen dat content echt voor extra waarde kon zorgen. Daarin zijn we gelukkig geslaagd.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voor Todd was het minder moeilijk mensen binnen de organisatie te overtuigen van de waarde van contentmarketing voor Kelly Services. Hij beargumenteert dat er immers zoveel mogelijkheden zijn voor het inzetten van content en de meetbaarheid daarvan. \u201cContentmarketing is niet vaag. Het aantal Facebookvolgers kan je manipuleren door deze op te kopen, maar oprechte engagement \u2013 ontstaan door je waardevolle content &#8211; &nbsp;kan je niet manipuleren. Tijdens de fase van &nbsp;lead nurturing is alles erg goed meetbaar.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-content-ontwikkelen-en-verspreiden\">2. Content ontwikkelen en verspreiden<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBinnen een internationale organisatie zijn de mensen die de content produceren verspreid over de wereld. Zij moeten worden betrokken bij het gehele proces van contentproductie. Daarnaast moet ook met hen worden bepaald onder welke doelgroepen welke content lokaal moet worden verspreid. In dit proces moeten dus heel veel mensen worden betrokken. Dat vergt enorm veel communicatie\u201d, aldus Vincent van ROBECO.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-het-onderwerp-bepalen-van-de-content\">3.&nbsp;Het onderwerp bepalen van de content<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Bepaal je het onderwerp aan de hand van specifieke thema\u2019s die op iedere regio wordt afgestemd, of hanteer je een globale benadering? De content moet aanslaan bij elke doelgroep in ieder land waarin je het verspreidt. Dat lijkt onmogelijk wanneer de content niet op de lokale ontwikkelingen en trends zijn afgestemd.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Todd geeft aan dat ze bij Kelly Services niet enkel de content vertalen in 30 verschillende talen en verspreiden. Zij verwerken bovendien de visie van een lokaal persoon \u2013 thoughtleader op het gebied van dat specifieke onderwerp \u2013 in de content. Zodoende is de content nog beter afgestemd op de lokale situatie. Todd geeft ook als tip om trends of nieuwe producten in de ene regio, te introduceren in de andere. Dit kan helpen je thoughtleadership te claimen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vincent benadrukt nog wel dat het onmogelijk is content snel in te zetten, direct inspelend op de lokale ontwikkelingen. Mede door de voornoemde afhankelijkheid van de vele partijen binnen het contentproductie en \u2013verspreidingsproces. \u201cHet is niet een kwestie van \u2018quick win\u2019. En het is gewoonweg hard werken.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tips-tricks\">Tips &amp; Tricks<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tijdens het interview geven Vincent en Todd verschillende tips aan de kijkers. Ik heb er een paar voor je op een rijtje gezet:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ga op zoek naar de parels in je organisatie<\/strong>. Gebruik deze in je content en laat zien dat je je daardoor onderscheidt.<\/li>\n\n\n\n<li><strong>Leer je lokale doelgroep kennen<\/strong>. Content werkt wanneer je je publiek begrijpt en je waarde levert aan de educatie van die doelgroep. Probeer contact op lokaal niveau te bewerkstelligen door je boodschap aan te passen aan die lokale doelgroep.<\/li>\n\n\n\n<li><strong>Focus<\/strong>. Of je nu een grote of kleine organisatie bent, wat content betreft is er altijd \u2018too much to handle\u2019. Zoom in op de juiste content die waarde cre\u00ebert voor je bedrijf. Het gaat niet om de kwantiteit maar de kwaliteit.<\/li>\n<\/ul>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16aeb4c129bc78 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c129bc78 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c129bc78 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16aeb4c129bc78 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c129bc78 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c129bc78 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16aeb4c129bc78 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16aeb4c129bc78 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16aeb4c129bc78.dw_cta_section_block_wrapper { \n                background-color: rgb(108,212,255);\n                background-image: url(https:\/\/www.spotonvision.com\/wp-content\/uploads\/2023\/12\/light_background_repeat.png) !important; \n            }\n\n            .dw_cta_section_block_wrapper_16aeb4c129bc78 .dw_cta_section_block_gradient {\n                background: rgb(108,212,255);\n                background: radial-gradient(circle, rgba(108,212,255,1) 40%, rgba(108,212,255,0) 100%) !important;\n            }\n            @media only screen and (max-width: 768px) {\n                .dw_cta_section_block_wrapper_16aeb4c129bc78 .dw_cta_section_block_gradient {\n                    background: rgb(108,212,255);\n                    background: radial-gradient(circle, rgba(108,212,255,1) 60%, rgba(108,212,255,0) 100%) !important;\n                }\n            }\n        \n        \n    <\/style>\n    <div class=\"dw_cta_section_block_gradient\"><\/div>\n    <div class=\"container dw_cta_section_block_container\">\n        <div class=\"dw_cta_section_block_columns\">\n            \n            <div class=\"dw_cta_section_block_column left\">\n                <div class=\"dw_cta_section_block_content cutline dw_font_firasans s16 w400 h26\"><\/div>\n                <div class=\"dw_cta_section_block_content title\"><h2>Hulp nodig met contentmarketing?<\/h2><\/div>\n                <div class=\"dw_cta_section_block_content description dw_font_firasans s16 w300 h26\"><div class=\"entry-content\">\r\n<div class=\"entry-content\">\r\n\r\nSamen gaan we aan de slag met jouw strategie.\r\n\r\n<\/div>\r\n<\/div><\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/www.spotonvision.com\/nl\/hoe-wij-helpen\/inzicht-in-kopers-strategie\/contentstrategie\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Ja, help mij<\/a>\n                                                        <\/div>\n            <\/div>\n            <div class=\"dw_cta_section_block_column right\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Marketing directors Hooplot (ROBECO) en Wheatland (Kelly Services) spreken over hun uitdagingen bij het inzetten van contentmarketing in B2B tijdens het B2B Marketing Forum 2012.<\/p>\n","protected":false},"author":12,"featured_media":40196,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80],"tags":[],"class_list":["post-36359","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contentmarketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Contentmarketing bij B2B multinationals | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Marketing directors Hooplot (ROBECO) en Wheatland (Kelly Services) spreken over hun contentmarketing uitdagingen en delen tips &amp; tricks.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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