Workshop: Content marketing in a corporate context - 2014

Content marketing in a corporate contextWorkshop - January 23, 2014

Stockholm, Sweden

• Introduction to content marketing

• Case: KW Digital newsletter

• 9 steps to get started

• Workshop: What is stopping you from succeeding?

• Final thoughts and questions

The agenda

WHAT ISCONTENT MARKETING?

”Marketing through editorial contentthat the target group find educative, helpful or/and entertaining”

”Building relationships using valuablecontent”

”Content marketing is storytelling”

Content marketing

Thought leadership

The trusted, expert resource in your niche wherever your

stakeholders are online

Top of mind

SEO and always present

ROI

Cost-efficient communication, platform for crisis

communication, reduce time of sale cycle, increase price

margins, loyal stakeholders

What is the goal and gain?

• 9 of 10 customers use online to make buying decisions

• 60-80% of the research is made before asking for our (the selling side) help

• 93% of american B2B companies use contentmarketing

• 73% will produce more content in 2014 thanthe year before

• 30% of the marketing budget is used to create content

• 13 marketing channels are used in average

The numbers

Source: B2B Content Marketing: 2014 Benchmarks, Budgets and Trends--North America

What we know about our online target groups

• Online users are active and restless

• They pay with their time and attention

• They want to be entertained or educated

We need to stop broadcasting and give them what theywant: Content that educates or/and entertains.

Are weeducating and adding value or broadcasting?

Broadcasting and bragging

Educating and adding value

Adding value and education AND bragging

Note that the most clicked on links aredirectly to the corporate website and not

to our article. The educational valuefor the reader is to see the final product.

What is good educating content online?

• Adds value

• Objective and credible

• Makes the reader feel smart (more likely to share)

• Puts the subject in a bigger context

• Entertaining

• Saveable and shareable

• Easy to digest

Examples

Discuss

• Do you educate or broadcast?

1. Executive and sales buy in

2. Define audience

3. Find your stories and expertise

4. Organize the crew

5. Types of content

6. Editorial calendar

7. Distribution strategy

8. Develop channels

9. Measure

What are the steps to take?

• No one to produce the content

• Not enough time

• Not reaching the audience

• Not engaging the audience

• Not enough budget

What is stopping you from succeeding?

• No one to produce the content• Not enough time

• Not reaching the audience

• Not engaging the audience

• Too large or too small niche

• Not enough budget

What is stopping you from succeeding?

Roles needed

Content owners

Strategist

Editors

Contentproviders

Distributors

Curators

Site managers

Social media managers Producers

Analytics

Discuss

• How many of these roles can be filled by existing employees at your company?

• What roles are most important?

• No one to produce the content

• Not enough time• Not reaching the audience

• Not engaging the audience

• Not enough budget

What is stopping you from succeeding?

Discuss

• What online and offline content is already being produced? What can be re-used, re-shaped, spin-offed?

• No one to produce the content

• Not enough time

• Not reaching the audience• Not engaging the audience

• Not enough budget

What is stopping you from succeeding?

Discuss

• How can you reach your audience with existing online channels?

• What other types of owned, bought or co-created channels or distribution methods can be used?

• No one to produce the content

• Not enough time

• Not reaching the audience

• Not engaging the audience• Not enough budget

What is stopping you from succeeding?

Engagement is king

Discuss

• What has been your most successful news/video/story/piece of content 2013?

• How did it differ from other content?

• No one to produce the content

• Not enough time

• Not reaching the audience

• Not engaging the audience

• Not enough budget

What is stopping you from succeeding?

Not enough budget

Discuss

• What would you do with an unlimited marketing budget?

• Content marketingis growing fast

• New roles and job titles

• New editorial products

• Video and visuality

• Mobile

• Measure your results

• Smarter ads

What’s up in 2014?

Questions?

• Joakim Arhammarjoakim.arhammar@kw-digital.com0761-09 05 44

• Sara Hernandezsara.hernandez@kw-digital.com0761-09 05 06

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