5 Keys to Content Marketing

Information about 5 Keys to Content Marketing

Published on June 6, 2016

Author: ContentNorge

Source: slideshare.net

Content

1. Content 5 keys to Pontus Staunstrup @PStaunstrup Marketing

2. What keys? @PStaunstrup • Strategy • Target group analysis • Process • Distribution • Measurements

3. Strategy @PStaunstrup

4. Why? @PStaunstrup • Necessary for a long-term effort • Saves time and money • Ensures efficiency

5. Start with a strategy @PStaunstrup • Purpose and goals • Target audience • Messaging • Content • Formats/Channels • Roles and process • Measurements

6. @PStaunstrup A real strategy Analysis Guidelines Activities

7. @PStaunstrup Don’t wait

8. @PStaunstrup Ericsson

9. @PStaunstrup Target group analysis

10. Why? @PStaunstrup • Their pain points - your content • Who do you want to talk to • Where to find them - channels

11. @PStaunstrup Can we increase x with y? Is it compatible? Opex or Capex?

12. @PStaunstrup What will the board say? Are they reliable partners? Are we the first ones to buy this? Will I be measured on this?

13. @PStaunstrup Problem/Opportunity Research Decision Purchase Experience Loyalty Buyer’s journey

14. @PStaunstrup Problem/Opportunity Research Decision Purchase Experience Loyalty Buyer’s journey Eye-openers Peers Inspirational Own platforms Meetings Delivery Service Own platforms Loyalty programs Search Social Paid/Earned In-depth Cases White papers Fact sheets Webinars Demos Newsletters Special events

15. @PStaunstrup Brath & Co

16. @PStaunstrup Mat.se

17. @PStaunstrup Process

18. Why? @PStaunstrup • Ensure efficient production • Re-use and re-purposing • Clear roles • Approvals

19. Process @PStaunstrup Planning Approval Distribution Production Quality control Measure/ Analyze

20. Editorial calendar @PStaunstrup

21. RACI @PStaunstrup Tasks Responsible Accountable Consulted Informed Planning Content manager CMO Business areas Sales Production Agency Content manager Product owner Internal coms Sales KAM Publishing Site manager SocMedia man Newsletter editor Content manager PR Sales Marketing Internal coms Customer service Analysis Content manager CMO Head of sales C-suite

22. Content pyramid @PStaunstrup In-depth content Customer case Infographics Image Intro-level content

23. @PStaunstrup Projectplace

24. @PStaunstrup Doctor Spin

25. @PStaunstrup Distribution

26. Why? @PStaunstrup • It’s not enough to post • Optimize and develop • Think convergence • Content, not channels

27. @PStaunstrup Digital content Newsletters Owned media (SEO) Social media - Own Apps Partners Social media - others Paid media (native) Forums etc

28. Converged media @PStaunstrup Paid media Owned media Earned media

29. Convergence in practice @PStaunstrup Target Audience Goals Message Paid Earned Owned Target Audience Goals Message Target Audience Goals Message Owned Owned Earned

30. @PStaunstrup McDonalds

31. @PStaunstrup Vingresor @PStaunstrup

32. @PStaunstrup Microcontent

33. @PStaunstrup From inspiration to leads

34. @PStaunstrup Measurements

35. Why? @PStaunstrup • Only way to tell success • Improve and develop • Report upstairs

36. @PStaunstrup You need goals to measure Purpose Goal Measurements Build brand Increase awareness w X Engagement w Y Views / Time spent Social media engagement Affinity to engage with more Increase marketing efficiency Lower costs w X More re-use w Y Improved quality Costs Frequency per channel Improved process time/ money Revenue Increase sales w X Improve conversion i e-shop Proof of conversion Increase of revenue in e-shop

37. @PStaunstrup You need goals to measure Purpose Goal Measurements Better processes Fewer calls to Customer service Improved UX Savings on Customer service Increased conversion Improve customer experience Impact on development Quicker information Direct feedback Customer satisfaction survey Increased customer spend Innovation Product/Biz development Improved process New revenue stream Discontinue outdated products

38. Content efficiency @PStaunstrup • Production costs • Maximize reuse • Format efficiency • Channel efficiency

39. Here are the keys again @PStaunstrup • Strategy • Target group analysis • Process • Distribution • Measurements

40. Three questions to start with @PStaunstrup • Do we really know our audience? • Does our processes ensure efficiency and quality? • Are we measuring the right things?

41. @PStaunstrup @PStaunstrup Staunstrup www.staunstrup.se [email protected] Staunstrup Got a question?

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