Get your customers hooked with Content Marketing
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Get your customers hooked with Content Marketing - Pär Lagerström talked to IHM Business School about Content Marketing.
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Get your customers hooked with Content Marketing
- 1. Get yourcustomershookedwithContentMarketing Presentation at IHM, Stockholm by @parlagerstrom CU revised June, 2011
- 2. What? ”Contentmarketing is a marketing techniqueofcreating and distributing relevant and valuablecontenttoattract, acquire, and engage a clearlydefined and understoodtargetaudience - with the objectiveofdriving profitable customer action.”
- 3. Content DRIVES DECISION MAKING!
- 4. …and Content is opportunity Where Content is working
- 5. Content - Owned, Paid and Earned
- 6. 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
- 7. Youare in for the long ride
- 8. ” ” ”The currency in social media is value, and thatvalue is created by producing and sharingvaluablecontent.”
- 9. MOVING FOM BRAND TO SOCIAL CONTENT
- 10. The Platforms and The Challenges Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs
- 11. ? Contentstrategy? HOW IS MY CONTENT: GENERATED? PRODUCED? MULTIPLIED? ACCESSIBLE? EASY TO VIEW? EASY TO USE AND SHARE?
- 12. The OLD WORLD:THE COMMUNICATOR AS the Teacher
- 13. THE NEW WORLD: all in the playground - Who’s in Your Gang?
- 14. The contentchallenge:- creation- EngagemenT
- 15. Content Tactics- some statistics Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs
- 16. Who? Produce your content?
- 17. Crowdsourcing and Curating content
- 18. Storiesarekey
- 19. Whattypeofcontent is there? Comments Blogpost Tweets Photos Illustrations Video Podcasts Webinars eBooks
- 20. What is my engagementstrategy?
- 21. Through your Mynewsdesk newsroom - In 1o minutes you CAN… 50 MILLION PEOPLE PUBLISH BLOG 490 MILLION PEOPLE 50 MILLION PEOPLE 200 MILLION PEOPLE 600 MILLION PEOPLE
- 23. In detail - Will it blend?
- 24. Ourownexample – howmynewsdeskwork Our ”Contenthub”
- 25. Ourblogs How? 3 weekly (guest or ”knowledge”, product feature, Fridayfun) Editorialcalender Verycarefulwith SEO, tags and categorization Somenumbers Doubled the amountofreads in 2010 20-25% ofvisitorswrites the blogurl or has it as a favorite. Links from Twitter, Facebook and LInkedIngenerates 10% ofblogtrafic. The visitorreads in average 1:30 minutes.
- 26. our social media newsrooms 7 newsrooms! Small as largepieceofnews gets published – doesn’thaveto be a press release. Wereach media, butalsootherinfluencers like customers, bloggers and ownstaff. Transparant – all staffcan be found in newsrooms. SEO – youfinduseverywherewhensearching. All content is uploadedautomaticallytoour social media platform = saves time.
Notas del editor
- Explain the difference
- Someusefulquestionsto start with:How is my contentbeinggenerated?Who is generating my content?Am I usingmultiple formats?Am I making my contentaccessible?Am I making my contenteasytoview?Am I making my contenteasytouse and share?
- YOU CONTENT IS ONLY AS STRONG / USEUL AS THE PEOPLE THAT SURROUND ITWHAT ARE YOU DOING TO CREATE AND ENGAGE WITH YOU GANGCONTENT ECONOMY / LINK ECONOMY / NETWORK ECONOMY – JEFF JARVIS
- There are 20 types hereCompanies over 1000 employees 9 tactics- Companies less than 10 employees average of 6