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Get your customers hooked with Content Marketing. Presentation at IHM, Stockholm by @ parlagerstrom. CU revised June, 2011. What ? . - PowerPoint PPT Presentation
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GET YOUR CUSTOMERS HOOKED WITH CONTENT MARKETINGPresentation at IHM, Stockholm by @parlagerstrom
CU revised June, 2011
WHAT?
”Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.”
CONTENT DRIVES DECISION MAKING!
• http://www.youtube.com/watch?v=J80VHp_hIIA
• http://www.youtube.com/watch?v=ZKCdexz5RQ8
…AND CONTENT IS OPPORTUNITY
Where Content is working
CONTENT - OWNED, PAID AND EARNED
THE NEW MODEL OF CONTENT CONSUMPTION
• We are now dealing with educated buyers
• Word of Mouth has become Word of Mouse
Source: Content is critical in social media marketing | Search Engine Marketing News
YOU ARE IN FOR THE LONG RIDE
”””The currency in social media is value, and that value is created by producing and sharing valuable content.”
MOVING FOM BRAND TO SOCIAL CONTENT
THE PLATFORMS AND THE CHALLENGES
Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs
CONTENT STRATEGY?
HOW IS MY CONTENT:GENERATED? PRODUCED? MULTIPLIED?
ACCESSIBLE? EASY TO VIEW? EASY TO USE AND SHARE?
?
THE OLD WORLD:THE COMMUNICATOR AS THE TEACHER
THE NEW WORLD: ALL IN THE PLAYGROUND - WHO’S IN YOUR GANG?
THE CONTENT CHALLENGE:- CREATION- ENGAGEMENT
CONTENT TACTICS- SOME STATISTICS
Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs
WHO?
PRODUCE YOUR CONTENT?
CROWDSOURCING AND CURATING CONTENT
STORIES ARE KEY
• Comments• Blogpost• Tweets• Photos• Illustration
s• Video• Podcasts• Webinars• eBooks
WHAT TYPE OF CONTENT IS THERE?
WHAT IS MY ENGAGEMENT STRATEGY?
THROUGH YOUR MYNEWSDESK NEWSROOM - IN 1O MINUTES YOU CAN…
490 MILLION PEOPLE
50 MILLION PEOPLE
50 MILLION PEOPLE
200 MILLION PEOPLE
600 MILLION PEOPLE
PUBLISH BLOG
SOME EXAMPLES
• http://www.youtube.com/watch?v=Wot64D3Odww&feature=player_embedded#at=35
IN DETAIL - WILL IT BLEND?
OUR OWN EXAMPLE – HOW MYNEWSDESK WORK
Blog
PR Insights
Newsroom
Our ”Contenthub”
OUR BLOGS
How?• 3 weekly (guest or ”knowledge”, product
feature, Friday fun)• Editorial calender• Very careful with SEO, tags and categorization
Some numbers • Doubled the amount of reads in 2010• 20-25% of visitors writes the blog url or has it
as a favorite. • Links from Twitter, Facebook and LInkedIn
generates 10% of blog trafic. • The visitor reads in average 1:30 minutes.
OUR SOCIAL MEDIA NEWSROOMS
• 7 newsrooms!• Small as large piece of news gets
published – doesn’t have to be a press release.
• We reach media, but also other influencers like customers, bloggers and own staff.
• Transparant – all staff can be found in newsrooms.
• SEO – you find us everywhere when searching.
• All content is uploaded automatically to our social media platform = saves time.