Embed Size (px)
DESCRIPTION
My Presentation on Content Marketing in Helsinki in january 2014.
Citation preview
Content Marketing28 January 2013
Alexander Mason Marketing Director Cision Nordics
2222
Who am I?
15+ years in communication
Board member of AMEC for three years
Jury member of SPINN six years
I am a thought provider not a thought leader!
Section Divider
Some basic
Online Visibility
Section Divider
Content Marketing
What is Content Marketing?
“Content marketing is the publication of material designed to promote a brand, usually through a more oblique and subtle approach than that of traditional push advertising. The essence of good content marketing is that it offers something the viewer wants, such as information or entertainment. Content marketing can take a lot of different forms, including YouTube videos, blog posts and articles. It shouldn’t really seem like marketing — in some cases, in fact, it should only be identifiable as marketing because the advertiser is identified as the content provider.”
Source: www.whatis.techterms.com
Companies are acting as media companies
Traditional media reach more people than ever!
Media need new revenue streams - traffic
Content Marketing: How it worksBlog post written by TheGuardian
Amplified organic contenton sites in the network.
Now there are Candy Crush socksThe Guardian
Client case: Happy Socks
The Guardian posted a blog post about an external design collaboration
Using Cision’s Content Marketing service, Happy Socks were able to amplify this post gaining 13,5 M impressions and driving 6.000 people to the article.
Reflection from the campaign
If you want to measure your campaign you should drive traffic to a site that you can measure
Importance of headline and pictures – think 10 headlines and 4 - 6 pictures!
Brand awareness and opinion you should use earned media
To sell services you should drive traffic to a site you own
Why do companies/organisations use CM?
Section Divider
The Service
Country Breakdown Monthly Page Views
UNITED STATES >11 000 000 000
UNITED KINGDOM >1 200 000 000
GERMANY >80 000 000
SWEDEN >55 000 000
NORWAY >26 000 000
DENMARK >20 000 000
FINLAND >17 000 000
Column2 Column4
Country Breakdown Monthly Page ViewsUNITED STATES 11 896 017 849UNITED KINGDOM 1 119 482 298CANADA 659 637 842FRANCE 344 603 632AUSTRALIA 243 428 261ISRAEL 128 027 602INDIA 111 724 461PHILLIPINES 95 421 321BRAZIL 91 105 784GERMANY 84 392 726ITALY 59 938 016IRELAND 56 901 156SOUTH AFRICA 55 942 148SINGAPORE 54 183 966SWEDEN 53 864 297NETHERLANDS, THE 53 224 958MALAYSIA 44 913 553SPAIN 37 880 826PUERTO RICO 37 720 991MEXICO 36 442 314NEW ZEALAND 34 843 966BELGIUM 31 167 768JAPAN 29 729 256SWITZERLAND 27 971 074NORWAY 26 532 562INDONESIA 25 413 719UNITED ARAB EMIRATES 22 696 529HONG KONG 21 098 182DENMARK 20 778 512POLAND 19 340 000THAILAND 18 380 991CHINA 18 221 157TURKEY 18 061 322FINLAND 17 581 818KOREA, REPUBLIC OF 16 782 644PORTUGAL 16 143 306GREECE 15 823 636
Section Divider
Customer Cases
Facts about day one:
We maxed out our traffic in 1,5 hour – 350 visitors
The story appered on 1 271 sites
We got traffic from 103 sites
Our core markets!
A Swedish organization wanted to try a new way to reach out with its message!
The Swedish organization used Cision Content Marketing network to amplify and drive traffic to a video they had created.
Before amplifying the story through Cision network the video had gotten less than 10 views. Within six hours of posting a link to the video they had driven more than 3.700 visitors to the site which had resulted in more than 800 views of the film.
Client case: Organization
The organization also got nearly 8.5 million impressions for their story
Top three traffic sites where Dailey Mail, The Huffington Post and The Times!
30303030
”When is it time to start a strike” – 0,06% CTR
”Swedish union strikes back online” – 0,70% CTR
Remember to have 10 headlines and 4 – 6 pictures!
32323232
33333333
34343434
Create
Publish
Amplify
Spinn/PR
Add to the story!
Section Divider
Q&A?
