Workshop: Content marketing in a corporate context - 2014

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This workshop about content marketing in a digital corporate communication context was held during the KWD Webranking event. Workshop leaders from KW Digital were Joakim Arhammar, Content Strategist and Sara Hernandez, Client Director

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  • 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

    Whats up in 2014?

  • Questions?

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

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

    kw-digital.com slideshare.net/kwdigital/twitter.com/kwdigitallinkedin.com/company/kw-digitalfacebook.com/kwdigital

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