Play Hard, Work Harder

But who said work can’t be fun? Today we finally had the chance to meet with our first company here in Goteborg, Skapa Marketing. Skapa’s CEO, Erik Ekholm, gave us the inside scoop on all things content marketing and how Skapa is beating Google at their own game.

According to Erik, the key to online marketing is understanding the needs of you target grounds and giving them relevant content published in multiple channels. When it comes to business to consumer marketing, I think most of us could name off endless communication channels (Instagram, Snapchat, Twitter, Facebook, TikTok, etc), but most of us would struggle to think of business to business communication channels.

As expected, LinkedIn in is one of the major communication channels for business to business marketing. More surprising is that Facebook is on the rise as well! Instagram, Snapchat, Twitter, and other platforms are less successful in the business to business sector, but are still super effective for business to consumer.

93% of all buying choices are influenced by social media.

Erik Qualman (2018)

Skapa also ghost writes for their customers and found that blogs and web pages are also essential for effective business to business content marketing. The key is to understand Google’s algorithm and cater your content to it. While Erik didn’t feel comfortable letting us in on all they knew about the algorithm (can you blame him?), he did let us in on a few tips and tricks: make navigation visible, embed videos to make readers stay on the page longer, list out categories and author(s) with links to other articles. These techniques are attractive to Google’s SEO and will push it to the top of the search results.

Attract new businesses and increase loyalty

By delivering relevant and updated content

That meets the customers needs, challenges, and questions.

The key to writing effective content

After Skapa, we had the opportunity to visit Goteborg University where we heard from Dr. Claes G. Alvstam and and Martin öberg about Swedish’s economic position and more about Goteborg’s history. After the presentations, we enjoyed Fika with some Swedish students.

Coffee Break
Skapa provided coffee and treats for us during the presentation. How cute are these cups??

Cocktail Hour
Okay so I think Karlson’s Garage is going to be our go-to place for the rest of the trip. Today was a BIG day because I finally found an IPA that I link. It’s called the Electric Nurse IPA and it was surprisingly refreshing!

Today’s Top Three
1. Emotional engagement is just as importent for business to business content marketing as it is for business to consumer marketing.
2. Our new Swedish friends favorite American food is funnel cakes.
3. Bachelors, Masters, and Doctorate degrees are all free to Swedish and EU citizens.