HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY

Officice For International Study Programs

School Of Industrial Management

BUSINESS TO BUSINESS REPORT

Subject: Business to business marketing

Class: CC01
Lecturer: Bùi Huy Hải Bích

Group members ID number

Nguyễn Đông Ái My 1952853
Phạm Thanh Hoàng 1952054
Cao Thị Thanh Huyền 1952734
Lâm Ngọc Mai 1952834
Đỗ Thùy Dương 1952220
Ô Huỳnh Khánh Duy 1952211
Assignment Report _ Business to Business Marketing

Table of Contents
1 Abstract ......................................................................................................................................3
2 Acknowledgement ...................................................................................................................3
3 Introduction ..............................................................................................................................3
4 Body .............................................................................................................................................4
4.1 Content Marketing definition ..................................................................................................... 4
4.1.1 Blog Content Marketing......................................................................................................................................... 4
4.1.2 Video Content Marketing ...................................................................................................................................... 5
4.1.3 Podcast Content Marketing .................................................................................................................................. 5
4.1.4 Infographic Content Marketing .......................................................................................................................... 5

4.2 Why this trend is important ........................................................................................................ 5

4.3 How a company applies this trend in marketing activities ............................................. 6
4.3.1 Social media marketing: ........................................................................................................................................ 6
4.3.2 SEO (Search Engine Optimization): .................................................................................................................. 7
4.3.3 Public Relations (PR): ............................................................................................................................................. 8
4.3.4 PPC (Pay Per Click): ................................................................................................................................................. 8
4.3.5 Inbound marketing: ................................................................................................................................................. 9
4.3.6 Content strategy: ...................................................................................................................................................... 9

4.4 Analyze a real example ............................................................................................................... 10

4.4.1 Introduction............................................................................................................................................................. 10
4.4.2 About Leaders Create Leaders Company ..................................................................................................... 10
4.4.3 Customers ................................................................................................................................................................. 12
4.4.4 Channels exploited content marketing ......................................................................................................... 13

5 Conclusion ............................................................................................................................... 17
6 References ............................................................................................................................... 17

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1 Abstract
The marketing of content is evolving into an effective marketing strategy in the fast and
digitally moving world of information. It's not a novel tactic, but more and more
companies are increasingly using content marketing. To make it clearer, we are doing
this research on (Leaders Create Leaders (LCL) company, a company who works as a
trainer to produce the people having the power of leadership and influence), which
mostly focuses on content marketing. The results showed a practical effect of content
marketing, especially in B2B. Results also revealed that LCL have an adaptive system
and are able to make advantage of this technique.
Keywords: B2B, Content Marketing, LCL

2 Acknowledgement
I would like to express my special thanks of gratitude to my teacher - Bui Huy Hai Bich
who gave us the golden opportunity to do this wonderful project on the digital marketing
trends in 2021 , which also helped me in doing a lot of research how that companies
operates and their function in socials and I came to know about so many new things.
Moreover, without the efforts and coorperations of group members and our guest, our
report can not be completed. We would like to express our appreciate with people
directly and indirectly supporting for us.

3 Introduction
Marketing is a job that helps potential customers have a clear awareness of company's
products and services, from which they will make their own decisions on those products
and services. Especially Business-to-business marketing refers to the marketing of
products or services to other businesses and organizations, B2B companies have a
completely special target audience: They offer the raw materials, finishing parts,
services, consulting that other businesses need to operate, grow, and turn a profit. And
the problem is that we have to find a convenient way to help other businesses connect

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with others. And we find that content marketing is the way that points out the way to
solve that problem.
Content marketing is mainly concerned with the pain of the target audience which is
creating valuable, relevant objectives for them and meeting their needs. This trend
makes their customers feel like they are adding more value and information, instead of
forcing them to receive that information. It helps the customer, which is a business, take
action more and more fast and effectively. This assignment will explain in detail about
the content marketing in B2B including its definition and importance.

4 Body

4.1 Content Marketing definition

The definition of B2B content marketing is the use of digital content in a variety of
formats to attract, engage, educate, inform, nurture and convert prospective B2B buyers
into qualified leads.
In content marketing, there are many types which can help the marketing become more
and more effective to the customer or the business. Nowadays, they include: Blogging;
Video; Podcasting; Infographics; Email; Visual content; Ebooks;... However, the
easiest way is to divide the content into written ones, videos, social media, and audio
which is usually a podcast.

4.1.1 Blog Content Marketing

Blog posts are the most effective when used strictly for good, like most types of content
marketing. Rather than blogging about how newest product will change lives,
businesses will write about topics related to their products or services. After all, readers
want to know what business know and how business can help solve their problem, not
what everyone else has already said.

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4.1.2 Video Content Marketing

Video content can be expensive and time consuming to produce because organization
must invest in to have the best quality, be informative and solve the problem in the
simplest way that anyone can follow. More and more customers choose this type
because they can easily hear and watch the basic content of the product and services
instead of reading instruction. Nowadays, many business make the format of the content
more and more lively by using cartoon, inviting KOL, famous people,...

4.1.3 Podcast Content Marketing

High-quality podcasts are extremely lucrative for some digital marketers, even though
they are not a universal solution to your content needs. When the business have the right
equipment, they can be easy to produce and, if distributed through a podcast network,
can have a huge reach. However, it's still important to plan a podcast ahead of time and
not just try to facilitate it - that road only leads to tears.

4.1.4 Infographic Content Marketing

This form is one that can really throw a big curveball for digital marketers. However, a
good infographic can get a lot of attention in the form of shares and inbound links. To
attract customers, the infographic must be simple, impactful, and meaningful filled with
strong data. The point of them is to take a lot of complicated information from a study
or survey and break it down into the most important points.

4.2 Why this trend is important

In today's new, fast-paced, information-driven environment, content marketing has
evolved into a successful marketing strategy. The foundation for establishing trust with
targeted audiences is content marketing. Content is something that businesses can share
and post to their customers, so social media marketing can not function without it. A
good and valuable piece of content can help to increase social media engagement, which
is crucial for a social media marketing campaign. It is clear that the primary goal of
content marketing is to distribute valuable and consistent content to the target audience
in order to drive profitable customer action. Content marketing entails disseminating

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information about products and brands in order to entice others to participate in

purchasing activities, thereby forming an engagement relationship between consumers
and businesses. At the same time, good content marketing can help businesses maintain
a healthy brand image and the brand's health in tip-top shape. Businesses frequently use
social media marketing to raise consumer awareness of their brands and engage with
their customers via creating active interaction through social media platforms. It is
critical for businesses to have high-quality content marketing in order to attract more
customers to visit their page, keep up with the latest news, remember their brand and
purchase products again.
In summary, content marketing is an essential component of a company's brand health
strategy. Aside from that, effective content marketing will raise the brand health score,
which is a metric for determining how long a company can stay in business.

4.3 How a company applies this trend in marketing activities

4.3.1 Social media marketing:

Content marketing strategy comes before your social media strategy to facilitate the
consistent delivery of interesting stories. The end result will attract and retain the
attention of the target audience. These will appear on Facebook, Linkedin, Instagram,
Twitter…
Content marketing is enhanced by social media but can also survive without it. Before
entering the social media space, organizations need a plan to figure out how to deliver
interesting content on a consistent basis so that it may attract and retain the attention of
your target audience. It’s important to have a plan (content strategy) for social media.

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4.3.2 SEO (Search Engine Optimization):

Search engines reward businesses that publish high-quality, consistent content. It is

understood as a website optimization solution so that the website can be easier to find.
Besides, applying other online marketing methods is also a part of SEO because they
help rank display on popular search engines like Google, Facebook...
Keyword SEO is the most common and popular form. When using SEO keywords,
organizations can choose 2 different SEO options: Choose Vietnamese keywords with
accents or Vietnamese keywords without accents.

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SEO includes 2 main jobs: Onpage SEO and Offpage SEO

o Onpage SEO: After having a full table of keywords and quality content,
SEOer will proceed to optimize those content so that they become more
friendly to Google's search engines.
o Off-page SEO: In stark contrast to the On-page SEO process, this stage is
done completely outside the website. By using links, backlinks from outside,
the ranking of the web will also be significantly improved.

4.3.3 Public Relations (PR):

Successful PR strategies address issues readers care about, not their business. Public
relations is a strategic communication process organisations use to build mutually
beneficial relationships with the public.
A public relations specialist drafts a specialised communication plan and uses media
and other direct and indirect mediums to create and maintain a positive brand image
and a strong relationship with the target audience.

4.3.4 PPC (Pay Per Click):

For PPC to work, companies need great content behind. It is an internet marketing
model in which advertisers pay a fee each time one of their ads is clicked. PPC can

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provide customers with almost instant website visitors and allows them to evaluate
their business model in the shortest possible time. However, pay-per-click is highly
competitive, and must take into account spending budgets over a long period of time
when advertising, target ads, track competitors and painting.
PPC will give results in just a few hours or days that customers do not need a lot time
to invest in. As a result, when potential customers search for keywords included in an
ad campaign, they will see the website at the top of the search results.

4.3.5 Inbound marketing:

Content is key to driving inbound traffic and leads. It is a magnet, not a sledgehammer
– marketing relies on content that attracts and “nourishes” potential customers to
generate customers, not spam and annoys them.
Marketing and sales process is like a funnel. Visitors are at the top of the funnel and
happy customers are at the bottom. As a marketer, their goal is to maximize the number
of people attracted at the top of the funnel (like website traffic) and also the number of
customers at the bottom. Inbound Marketing has 3 strategies (Found, Conversations,
Analytics) for doing this.

4.3.6 Content strategy:

Content strategy is a marketing strategy — an approach that uses content to deepen
relationships with customers that delves deeper into the “creation, publication, and
governance of useful, usable content”.
5W2H method is addressed by content strategist to build up content. The content
marketer draws the story and plans the channels that will be used to develop the
customer relationship with the brand. The content strategist ensures that story, language,
and management processes work consistently and efficiently across multiple teams,
languages, and every publication the brand leverages. The two approaches are different,
but whether they can be implemented and executed by the same person (or team of
people) in one organization is another matter.

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4.4 Analyze a real example

4.4.1 Introduction
To deeper understand a real company how well the company communicate with their
customers via content, how effective the marketing department interact with others, we
consider companies in Ho Chi Minh City which focus on content marketing as we did
research and finally choose Leaders Create Leaders (LCL) Company as the most
suitable one.
We conducted an online interview section with a member of LCL to catch on clearer
operations of the company into marketing.
General information about an interview:
Date April 29th 2021
Guest Huynh Truong Lan Chi
Level of expertises Team Leader (two teams: Customer Service and Community)

Business Industry Training, Education

Location Online (via Google Meet platform)
Length of Interview 45 minutes
Interview Method Text-based conversation on Internet
Language Used Vietnamese
Audio Recorded No
Note Taken Yes (Thanh Hoang was in charge)

Based on the information collected from the interview and relevant resources of LCL
Company, we will give a full picture of the content marketing operated by LCL to
achieve targets.

4.4.2 About Leaders Create Leaders Company

Leaders Create Leaders (LCL) is a start-up company, a community of powerful leaders
with a passion for challenging, stretching, and growing other leaders.
CEO and Founder of LCL: Warren Eng and Thuy Nguyen.

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o Warren Eng is a Singaporan. He held various leadership positions in

international and local corporations, facilitating and coaching throughout Asia.
o Thuy Nguyen (Kayla) now is a business development director of LCL, has had
nearly 20 years of work experience in several different industries with ownership
from state to private and foreign companies.

4.4.2.1 Mission
Equipping industry leaders with toolset, mindset, skillset to grow, transform themselves
and influence others to reach their full potential future.

4.4.2.2 Vision
A global leadership hub that fosters a movement for a positive work culture where they
can grow beyond their comfort zone and extend their fullest potentials.

4.4.2.3 Partnership
Partnership of LCL is Six Seconds.
LCL is the 1st official preferred partner of Six Seconds in Vietnam.

4.4.2.4 Coaching services

LCL provides coaching services for management-level employees in Vietnam and Asia.
4 main programs comprising Leadership Coaching Program (an intensive 3-days
workshop, scheduled monthly in Ho Chi Minh City and every two-months in Ha Noi
City), EQ (Emotional Intelligence) Leadership Program (also training in 3 days),
Executive Coaching and Company Training - based on companies’ requirements to set
up contents and suitable schedule.

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4.4.3 Customers

4.4.3.1 Current Customers

The group of current clients that Leaders Create Leaders heading to is the C-suite1 group
and they keep in touch in a long-lasting relationship in LCL Community members and
LCL employees. They are able to join in regular event of LCL as the benefit provided.
o Think Tank, a monthly event to network all members in the community, discuss
extent topics.
o Online Coaching Program which is organized weekly for each participant of
Leadership Coaching Program to practice more coaching with the LCL
Community members.

4.4.3.2 Potential Customer – Business Community Group on Facebook.

With +300 business leaders in numerous industries, those people following and taking
part in Business Community group of LCL are potential customer and LCL has a safe
and engaging space for members to exchange ideas, expand business networks and
receive the latest updates from LCL about special events or programs internally
designed for LCL community members. LCL also has chance to interaction with their
target audience.

LCL's popularity of new customers is partly due to word of mouth from old customers
who have experienced the service. Customers often re-introduce their experiences to
those around them and give them the most honest feedback.

Here are some company have co-operate with LCL

1
C-suite, or C-level, is widely-used vernacular describing a cluster of a corporation’s most important senior
executives. C-suite refers to the executive-level managers within a company. C-suite gets its name from the titles
of top senior executives, which tend to start with the letter C, for “chief”, as in chief executive offer (CEO), chief
financial officer (CFO), chief operating officer (COO), and chief information officer (CIO).

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4.4.4 Channels exploited content marketing

4.4.4.1 Website
The company has a website of its own. In other words, LCL uses its website as the main
hub for the marketing of its content, a major source of organic traffic. It publishes
content to inform its public. The majority of the content focuses on the provision of
precious content that educates the public to solve an issue. The website also contains an
experience for a company.

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It might take years for a company to build trust, but real people working in your business
can build a relationship much faster with your audience.
Potential customers will appreciate putting a literal face on brand, which will help them
feel more connected to LCL's brands and services.

4.4.4.2 Social Media

a. Employee Post

The engagement of employees is important for the success of a company. The most
effective marketing content can be supplied by dedicated employees. Customers
become aware that influencers do not always seem to be as trustworthy, and influence
marketing is therefore suffering. No one knows the business better than the people who
work in it every day. That is why content created by employees can be one of the most
authentic and engaging content you ever publish. LCL calls its staff "family" in brand
marketing and encourages each staff member to "share the post; We are a family” LCL
trains its staff and uses content to remind them of the mission and values of the

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company. It does not only help the staff to learn more about the people with whom they
work, but also shows how each person is able to advance in the company.
b. Event post and Fanpage
For more than simply physical gatherings, LCL uses event pages on Facebook to make
further things happen. A Facebook event, for example, will be posted on LCL for a
webinar or a future meeting. It contains multimedia elements like images, videos, quotes
and other event postings. Like a conference, LCL organises an event for speakers, where
key quotes from speakers are posted to encourage sharing. This is an excellent example
of LCL:

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4.4.4.3 Linkedin

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Besides developings blogs on website, LCL also creates LinkedIn items that provide
readers with value and demonstrate the organization's knowledge and expertise, which
are great to build brand awareness. LCL uses LinkedIn articles to build its thinking
leadership profile. LCL's Linkedin account is a major opportunity of connecting
influencers, prospective customers and employees through the professional business
platform, and enhancing their leading gene efforts and transport to their location. LCL
demonstrates the value of its presence in Linkedin to bring people in dialog and mix it
up with pictures and videos if possible, by dropping a copy and a link to its page. As a
result, these visual stories generate more engagement and personal connections to the
information they post.

5 Conclusion
Business to Business Marketing help students gain basic, necessary knowledge and
tools in marketing, especially in B2B and diffenrentiate with B2C. By studying this
subject and doing group project with content marketing, we have a chance to do research
on this digital market trend in 2021 and gain better understanding about a real
organization in applying content in their marketing strategy.

6 References
[1] Ahmad, N., Musa, R., & Harun, M. (2016). The Impact of Social Media Content
Marketing (SMCM) towards Brand Health. Procedia Economics And Finance, 37, 331-
336. doi: 10.1016/s2212-5671(16)30133-2. Abstract from
https://courses.helsinki.fi/sites/default/files/course-
material/4669802/2_Content%20mgt.pdf

[2] Content Marketing For Events - Promoting An Event from

https://20bedfordway.com/news/content-marketing-events/

[3] Jutkowitz, A. (2014). The Content Marketing Revolution. Retrieved 14 May 2021,
from https://namt.org/app/uploads/The-Content-Marketing-Revolution.pdf

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[4] Kee, A. W., & Yazdanifard, R. (2015). The Review of Content Marketing as a New
Trend in Marketing Practices. International Journal of Management, Accounting and
Economics, 2(9), 1055-1064.

[5] Social Media Marketing: How to Align it With Your Content Marketing from
http://www.curata.com/blog/content-marketing-social-media-marketing/

[6] The B2B Content Marketing Report from https://backlinko.com/b2b-content-

marketing-report

[7] The Ultimate Guide To Improve Your B2B Content Marketing Strategy from
https://business.linkedin.com/marketing-solutions/blog/linkedin-company-
pages/2019/the-ultimate-guide-to-improve-your-b2b-content-marketing-strateg

[8] What Is Content Marketing? 25 Definitions from

https://business.linkedin.com/marketing-solutions/blog/best-practices--content-
marketing/2016/what-is-content-marketing--definitions-from-25-thought-leaders(
what is content marketing)

[9] What Is Content Marketing? from https://contentmarketinginstitute.com/what-is-

content-
marketing/#:~:text=Content%20marketing%20is%20a%20strategic,to%20drive%20pr
ofitable%20customer%20action

Interview Note:
https://docs.google.com/document/d/1Hp3s6U0IzKAOMPbqnTrBH8FNcO11M1bAL
dLHhxRclfY/edit

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