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VP & Head of Brand & ContentStarted at Stylight June 2012
Join us to learn more at:Content Marketing Munich Meetup
Tweet me yout questions@Martijnburgman
MARTIJN BURGMAN
@MartijnBurgman January 2017
WHERE MILLENIAL WOMAN SHOP
8M+Unique Visitors per
month globally
50MPage Views permonth globally
800+Integrated partner
shops globally
630MInfluenced Gross Sales in euros
in 2015 globally
2.5MUnique Visitors per month in Germany
16MPage Views per month globally
58%Users between age
18-34 in Germany
74%Users between ages
18-44 in Germany
77%Female Visitors
in Germany
Source: Google Analytics, AGOF digital facts 2016-05, Stylight Company Information
@MartijnBurgman CupoNation Nov 2016
THE BRAND AND CONTENT TEAM
@MartijnBurgman CupoNation Nov 2016
Social Media Public Relations
Content Marketing Design Editorial
16 Countries
Goal: Increase brand-awareness, domain authority & Sales
What is Content Marketing?
Do I need to do Content Marketing?
How and Where do I Start?
Tips & Tricks
Q&Aa
AGENDA
@MartijnBurgman January 2017
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly-defined audience. To ultimately drive a profitable customer action.
@MartijnBurgman January 2017
“ “Content Marketing Institute
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly-defined audience. To ultimately drive a profitable customer action.
@MartijnBurgman January 2017
“ “
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly-defined audience. To ultimately drive a profitable customer action.
@MartijnBurgman January 2017
“ “
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly-defined audience. To ultimately drive a profitable customer action.
@MartijnBurgman January 2017
“ “Content Marketing Institute
@MartijnBurgman January 2017
WHO KNOWS TOM DICKINSON?
2006
Blendtec Youtube Channel
907,470 subscribers281,541,698 viewsJoined 30 Oct 2006
@MartijnBurgman January 2017
START AT YOUR MARKETING & SALES FUNNELAWARENESS
INTEREST
CONSIDERATION
INTENT
EVALUATION
PURCHASE
@MartijnBurgman January 2017
WRITE DOWN WHAT YOU WANT TO ACHIEVE
What is the goal, S.M.A.R.T.
The Why.
@MartijnBurgman January 2017
DEFINE YOUR TARGET GROUP & AUDIENCESAND CLUSTER THEM BY INTENT
Who are you going to target
The Why. The Whom.
@MartijnBurgman January 2017
UNDERSTAND WHERE YOUR TARGET-AUDIENCEIS AND WHICH CHANNELS THEY USE
Where and how are your going to get in front of your user
The Why. The Whom. The Where.
@MartijnBurgman January 2017
HOW CAN YOU BE VALUABLE AND RELEVANT TO YOUR TARGET AUDIENCE
What is the story you are going to tell
The Why. The Whom. The Where. The What.
@MartijnBurgman January 2017
STYLIGHT BLOG
http://blog.stylight.com/#
Employer Branding – Recruiting Goals
Goal – Showcase the “internal” Stylight spirit to potential candidates
- Reach- Social engagements- Applications
@MartijnBurgman January 2017
STYLIGHT SHOPPABLE CONTENT
Shoppable inspiration– Ecommerce Goals
Goal – Turn Stylight into the Shoppable fashion & lifestyle
desitnation
- Branded & Organic Reach- Sales- COCR
@MartijnBurgman January 2017
STYLIGHT CONTENT CAMPAIGNS
Branding Campaigns– Coverage & off-page SEO goals
Goal – Increase brandawareness and ramp up domain popularity
- Earned Media Reach- Brandmentions- Backlinks
OUR STYLIGHT WORKFLOW
@MartijnBurgman January 2017
PromoteIdeate CreateValidate Monitor Brainstorming Repurpose
OUR STYLIGHT WORKFLOW
@MartijnBurgman January 2017
PromoteIdeate CreateValidate Monitor Brainstorming Repurpose
Monitor the industry you are targeting (and the ones that influence yours)
Listen to your audience
Identify potential stories
Find and angle
BRAINSTORMING/LISTENING
@MartijnBurgman January 2017
How can we leverage to Minions hype within our industry?(fixing the main idea and angle)
IDEATION
@MartijnBurgman January 2017
VALIDATION
@MartijnBurgman January 2017
Validate if your idea ticks all boxes and most of all that it’s relevant
Start a treasure hunt for potential hooks or amplifiers
Groom the idea
Check for competitive content
Tweaking Visuals
Evaluate Initial Concept
Refine Angles and Channels
Prepare for Promotion
CREATION
@MartijnBurgman January 2017
PROMOTION: HOW TO GET YOUR IDEA OUT
@MartijnBurgman January 2017
Owned Earned Paid
Website
Blog
Social Channels
Newsletters
Shares
Mentions
(PR)
(SEED)
Display Ads
Social Media Ads
Content Promotion
Platforms
Target Audience
PROMOTION: HOW TO GET YOUR IDEA OUT
@MartijnBurgman January 2017
Owned Earned Paid
Website
Blog
Social Channels
Newsletters
Shares
Mentions
(PR)
(SEED)
Display Ads
Social Media Ads
Content Promotion
Platforms
Target Audience
Spot social ripples & get to the source
React within minutes
Enrich content when needed
MONITORING
@MartijnBurgman January 2017
Ran the campaign in the middle of shifting between 2 CMS installs
Branding you content smart
Understand where your audience is…
WHAT DID WE MESS UP?
@MartijnBurgman January 2017
Ran the campaign in the middle of shifting between 2 CMS installs
Branding you content smart
Understand where your audience is…
WHAT DID WE MESS UP?
@MartijnBurgman January 2017
OUR PLANNED GOAL
@MartijnBurgman January 2017
Quick campaign to earn some backlinks and social shares during the summer break.
WHAT WE ENDED UP WITH
@MartijnBurgman January 2017
+700 linking root domainsSpread over 35 landing pages
Most linked page 200+ Linking root domains850+ Backlinks
COMMUNICATION IS THE MOST IMPORTANT ELEMENT
@MartijnBurgman January 2017
Make communication prio No.1
LAYER YOUR CONTENT
@MartijnBurgman January 2017
If you found a gem, make sure you use it more than once
FIND YOUR STORY
@MartijnBurgman January 2017
What is the story of your brand, what makes you unique?
INCLUDE EVERYONE WHO IS IN TOUCH WITH YOUR AUDIENCE
@MartijnBurgman January 2017
Collect input from PR’s, Customer Servive & Sales Reps
THE TEAM OWNS THE CONTENT & GOALS
@MartijnBurgman January 2017
The team should be stronger than the sum of its parts
BE PROUD OF WHAT YOU CREATE
@MartijnBurgman January 2017
If you do not even share a piece of content, why whould anyone else…
TRY, FAIL, LEARN, REPEAT
@MartijnBurgman January 2017
If you don’t fail you are not trying hard enough
Never hesitate in contacting me with any of your questions
Tweet me your questions@Martijnburgman
Join us to learn more at:Content Marketing Munich Meetup
@MartijnBurgman January 2017
THANK YOU