Blockbuster Content - Learn from the Best. Deck presented at the SMX Munich 2015 on March 18th 2015. For any additional questions or feedback, please do not hesitate in contacting me.

1. BLOCKBUSTER CONTENTBLOCKBUSTER CONTENT
LEARN FROM THE BEST
| Martijn Burgman | Head of PR & Content Marketing SMX MUNICH 2015
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2. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 2
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Source:http://xmas.stylight.com/
Martijn Burgman
Head of PR & Content Marketing

3. Agenda
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 3
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
1.What defines Blockbuster Content
2.Case Studies
3.Learnings
4.Tips & Takeaways

4. What defines killer content?
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 4

5. Create things that your
target audience loves!
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 5
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015

6. Create things that your
target audience loves!
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 6
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015

7. What defines blockbuster content?
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 7
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value

8. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 5

9. PORNHUB – the wankband
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 9
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value

10. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 10
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
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http://www.pornhub.com/devices/wankband
Ext. Backlinks
Linking Domains

11. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 8

12. Big Group – Oscar Dresses
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 12
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value

13. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 13
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
http://www.biggroup.co.uk/oscar-dresses/
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Ext. Backlinks
Linking Domains

14. That’s easy, we can do that...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 14

15. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 115

16. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 16
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
http://www.stylight.nl/Love/Amsterdam-Fashion-Week/
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17. STYLIGHT– Amsterdam Fashionweek in numbers
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 17
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value

18. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 15

19. STYLIGHT– Fashionista’s Punderground
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 19
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
“Thanks, we had tons of fun here with our editors,
however we don’t really know what to do with it”

20. STYLIGHT– Fashionista’s Punderground
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 20
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value

21. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 21
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
http://www.stylight.co.uk/Love/London-Fashion-Punderground/
IMG URL
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Ext. Backlinks
Linking Domains

22. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 18

23. STYLIGHT– The suits of Barney Stinson
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 23
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value

24. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 24
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
http://www.stylight.fr/Love/Barney-Stinson-Icone-Mode/
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Ext. Backlinks
Linking Domains

25. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 251

26. STYLIGHT– New York vs. Paris Fashion Week
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 26
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value

27. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 27
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
http://www.stylight.fr/Love/Paris-Vs-New-York-Fashion-Week/
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Ext. Backlinks
Linking Domains

28. STYLIGHT– New York vs. Paris Fashion Week
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 28
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Time invested Resulting Links
24 hours / 72
20 minutes

29. What have we learned?
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 29

30. Learning 1
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 30
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Always be critical when you work on a
campaign, and tweak as you go.

31. Learning 2
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 31
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Always try to keep a 360 degree
approach when it comes to your content

32. Learning 3
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 32
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Work with native people, who
understand the markets and can seed
your content

33. Learning 4
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 33
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
PR & Content Marketing is like gin &
tonic, good individually however so
much better when mixed

34. Learning 5
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 34
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
You don't have to invent the wheel over
and over again, however there are no
silver bullets

35. Tips & Take aways
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 35

36. Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 36
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Try to sweet spots in news
coverage, and tie in your content

37. Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 37
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Try to sweet spots in news
coverage, and tie in your content
Track progress on content pieces
via tools such as Trello or Asana

38. Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 38
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Try to sweet spots in news
coverage, and tie in your content
Automate mentions for your team,
(RSS  Feedly  IFTTT  Google Docs)
Track progress on content pieces
via tools such as Trello or Asana

39. Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 39
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Try to sweet spots in news
coverage, and tie in your content
Automate mentions for your team,
(RSS  Feedly  IFTTT  Google Docs)
Track the roadmap of successful
campaigns, to figure out patterns
Track progress on content pieces
via tools such as Trello or Asana

40. Have a written Content Strategy
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 40

41. Know your Target Audience
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 41

42. Content is Everywhere
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 42

43. Plan Ahead
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 43

44. Be Quick and Fast
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 44

45. Build Relationships
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 45

46. Sometimes you are Lucky
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 46

47. Just Try
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 47

48. And Try Again
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 48

49. Always Believe in your Content
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 49

50. Thank You
martijn.burgman@stylight.com
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
| Martijn Burgman | Head of PR & Content Marketing SMX MUNICH 2015
Stylig.ht/SMX15
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