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CONTENTMARKETING
Pravda / advertising- and digital agency
ANDERS LUNDE
Head of Socialal@pravda.dk
WHO AM I?
SOCIAL MEDIA MANAGER JYSK
ONLINE MANAGER HUMMEL
COMMUNICATIONS INTERNDBU
MA ENG/COMM.ASB
WHY CONTENT
MARKETING?
Content marketing is a marketing technique of creating and distributing VALUABLE, RELEVANT and consistent content to attract and acquire a clearly defined audience – with the objective of DRIVING PROFITABLE CUSTOMER ACTION.
CM SWEET SPOT
WHICH PLATFORM?
WHICH EFFECT?
HOW DO WE MEASURE?
CUSTOMER NEED
WHERE ARE THEY IN THE BUYING CYCLE?
WHAT DO THEY KNOW IN ADVANCE?
HOW MUCH ARE THEY WILLING
TO “PAY”?
YOURKNOWLEDGE
WHERE IS IT LOCATED?
WHEN IS IT RELEVANT?
WHAT IS IT WORTH?
DOWNL O A D
# Disloyal
# Fleeting attention
# Can benchmark price/quality
# Conscious
# Access to specialized knowledge
# Influenced by social media
DO YOU RECOGNISE YOUR CUSTOMERS?
CUSTOMER EFFECT COMPANY
NEED FOR KNOWLEDGE CONTENT LEADS/SALES
ANSWERS TO QUESTIONS DIALOGUE ACCESS TO CUSTOMER DATA
SEARCHING FOR PEACE OF MIND THOUGHT LEADERSHIP POSITIONING BRAND / PEOPLE
“EASY ACCESS” SEO TRAFFIC
#1 Longer decision making process
#2 Greater need for information
#3 Possibility for in-depth (digital) relation with the buyer
WHY CM IN B2B?
# Non-religious
# Fail faster
# Ownership is everything
# Goals and processes
# Remember your: a Brand b Business objectives c Marketing strategy
WHAT IS A GOOD CM STRATEGY?
HOW CONTENT
MARKETING?
THE CM WHEEL
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56789
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PERSONAS WHO ARE WE TALKING TO?
321
#1 PERSONAJOB
•
AGE
•
LOCATION
•
OCCUPATION •
•
•
EDUCATION AND EXPERIENCE •
•
•
LEISURE
•
•
•
CH
AR
AC
TE
RIS
TIC
S
USER GOALS
•
•
•
•
•
PAINS AND GAINS FOR ERIC •
•
•
•
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OPPORTUNITIES •
•
•
•
•
US
ER
EX
PE
RIE
NC
E
INT
ER
NA
L /
EX
TE
RN
AL
CO
LLA
BO
RA
TO
RS
EXPECTATIONS OF CONSULTANTS •
•
•
•
RELATIONS
•
•
•
•
TOUCHPOINTS •
•
•
•
ENTREPRENØRERIKLorem ipsum dolor sit amet, consectetur
adipiscing elit. Fusce quis lectus quis sem
lacinia nonummy. Proin mollis lorem non
dolor. In hac habitasse platea dictumst. Nulla
ultrices odio. Donec augue. Phasellus dui.
PERSONA #1 THE EXPERIENCED STRATEGIST EXECUTIVE SUMMARY Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce quis lectus quis sem lacinia nonummy.
Proin mollis lorem non dolor. In hac habitasse platea dictumst. Nulla ultrices odio.
Donec augue. Phasellus dui. Maecenas facilisis
nisl vitae nibh. Proin vel est vitae eros pretium
dignissim. Aliquam aliquam sodales orci. Suspendisse
potenti. Nunc adipiscing euismod arcu. Quisque facilisis
mattis lacus. Fusce bibendum, velit in venenatis viverra,
tellus ligula dignissim felis, quis euismod mauris tellus ut
TECHNOLOGY AND DEVICE USAGE •
•
•
•
USE OF MEDIA •
•
•
•
KNOWLEDGE
•
•
•
•
TE
CH
NO
LOG
Y /
ME
DIA
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FORMATHOW DO WE SHAPE OUR MESSAGE?
432
1 23
CONTENT HUB WHERE DOES OUR CONTENT LIVE?
543
1 23
ROLES WHO DOES WHAT?
654
KNOW-IT-ALL TRANSLATOR DISTRIBUTOR
HAS SPECIALIZED KNOWLEDGE OF A GIVEN SUBJECT
JOURNALISTIC FLAIR
INTERVIEWER
FORMULATES CONTENT
ADVERTISER
TARGET AUDIENCE
RELEVANT SOCIAL MEDIA
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PURPOSE WHAT DO WE WANT TO ACHIEVE WITH OUR CONTENT?
765
THE
OF CONTENT
MARKETING &
SOCIAL MEDIA
EBCS
#5 PURPOSEENGAGEQUESTIONSCOMPETITIONSDISCUSSIONSVIDEOS
BRANDNEWSPRODUCTSFACTS
CONVERTSALESLANDING PAGESSIGN-UP FORMSPERMISSIONSLEADS
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CALENDER STRUCTURE THE PRODUCTION OF CONTENT
876
TEKSTTEKST
#6 CONTENT CALENDER
EXAMPLEDate Persona Content
hub Post Purpose Format Channel Know- it-all
Trans- lator
Distri- butor KPI
TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD
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DISTRIBUTION MESSAGE DEPENDENT
987
#7 DISTRIBUTION
BRAND 1
SOCIAL MEDIA FANS (FACEBOOK) 50.000
ORGANIC REACH (AVG.) 2%
TOTAL ORGANIC IMPRESSIONS 1.000
#7 DISTRIBUTION
AMBASSADORS 50
CONNECTIONS ON LINKEDIN (AVG). 400
ORGANIC REACH (AVG.) 60%
TOTAL ORGANIC IMPRESSIONS 12.000
#7 DISTRIBUTION
>>50-70%
#7 DISTRIBUTION
76%
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ADVERTISINGREACH THE RIGHT TARGET AUDIENCE
1098
1 23
GO LIVEWHEN AND HOW OFTEN DO WE PRESS THE BUTTON?
1109
#9 GO LIVETHE SIMPLE ANSWERTRIAL & ERROR
THE INTELLIGENT ANSWER TRIAL & ERROR & LEARN
WHEN ARE YOUR FANS ONLINE?
0
5000
10000
15000
20000
09:00 pm06:00 pm03:00 pm12:0009:00 am06:00 am03:00 amMidnight Midnight
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ANALYSIS & REPORTING WHAT DOES (NOT) WORK?
2110
FOLLOWERS IMPRESSIONS CLICKS INTERACTIONS ENGAGEMENT RATE TRAFIC TO WEB
Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff.
Jan
Feb
Mar
Apr
Maj
Jun
Jul
Aug
Sept
Okt
Nov
Dec
KPI 2016
#10 ANALYSIS
#10 ANALYSIS18:25
27,902
0.14 0.79 0.82
2m 29s 445.0425.000.00
251
46
STARTING OVER
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THANK YOU QUESTIONS?
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