Magnus Thell, VD Cision, föreläste om content marketing på Communicare 2013.

1. Content Marketing
Magnus Thell, VD Cision Norden
Sundsvall 29 maj 2013

2. Cision
§ Svenskt företag, HQ i Stockholm
§ Tillhandahåller lösningar för PR, IR &
Corporate Com & Marketing
§ Finns i Europa, Nordamerika, Asien och
partners i 125 länder
§ Noterat på NasdaqOMX Small-Cap
§ Ca 1000 medarbetare
§ Omsättning ca 1 Miljard SEK 2012
§ www.cision.se & www.cisionwire.se

3. Definition

4. Source: Content Marketing Institute
Innehållsmarknadsföring innebär att utveckla och
dela relevant, värdefullt och
engagerande material med din målgrupp i syfte
att skaffa nya kunder eller öka försäljningen till befintliga
kunder. DVS, skapa innehåll som driver
trafik & ökar din försäljning
Definition: Content Marketing

5. Content Marketing är inget nytt…
Source: Content Marketing Institute
Video från Content Marketing Institute visades här under presentationen

6. Paid – Earned – Owned

7. Fyra PR-konsulter per journalist…
Source: Sveriges Radio

8. Fyra PR konsulter per journalist…
Source: Resumé

9. 50000
55000
60000
65000
70000
75000
80000
85000
90000
95000
Aug Sept Oct
Mentions of Content Marketing on the Web – Q3 2012
Content Marketing: Hype / verklighet?

11. Uppvaknande för PR?
Source: Weber Shandwick Asia Pacific

12. Varför nu?

13. Why NOW?
200 million
tweets per day
Link authority amongst 15
billion Web pages
millions of daily
posts on forums
and social sites
3.3 billion U.S.
page views per
month
1.64 billion posts
discussing brands
in the U.S. each
year
Graphic courtesy Simon Cockell via Flickr
- Online behavior is in place
- Algorithms and math/Big Data
- Ability to track & measure

14. Source: The New York Times
“The heightened competition [for Google
AdWords] has driven up the prices
for keywords and made it harder for
small companies…”

15. Price Per Click on Google
Source: The New York Times

16. Content Marketing Spend
§ Currently, marketers dedicate approximately 25% of their total
budgets to content marketing initiatives
Content
Marketing
All other
Marketing
Increase
Spend
All others
Source: Content Marketing Institute
§ 60% report that they plan to increase their spend on content
marketing over the next 12 months

17. Content Marketers’ målsättning
0% 10% 20% 30% 40% 50% 60% 70%
Thought Leadership
Engagement
Website Traffic
Customer Retention
Lead Generation
Customer Acquisition
Brand Awareness
Source: Content Marketing Institute

18. Source: Resumé

19. Source: Resumé

20. Hur?

21. Content Marketing

23. Nätverk

24. Nätverk

25. Branded Content på Di.se

26. Exempel

27. Blog

28. Facebook

29. Twitter

30. Instagram

31. Pinterest

32. Online TV

33. Red Bull

34. Colgate Palmolive

35. American Express
“These partnerships allow us to create memorable experiences for our Cardmembers; through our content use,
we are able to scale out that experience to prospective and current customers and ultimately exposing more people to
our brand and driving consideration.”

36. Procter & Gamble

37. Sears

38. Verizon

39. Social Media Newsroom

40. Att tänka på

41. Att tänka på
§ Inte avbrytande — Doesn’t interrupt the user flow and fits
seamlessly into the experience
§ I flödet och i sammanhanget — Complements, rather than
competes with, the content around it
§ Skapar förtroende — Engenders trust by delivering value as
opposed to employing deceptive marketing tricks
§ Upprätthåller varumärkesintegritet — Takes the long view to craft
and communicate a brand’s story authentically
§ Tillför värde — Supplements the experience by either entertaining,
informing or engaging
Source: Solve Media

42. Tips

43. 10 Tips från Cision

44. Contact information
Magnus Thell
Managing Director Cision Nordics
E-mail: magnus.thell@cision.com
Mobile: +46 (708) 950 822
IM (Google Talk): magnusthell
Full contact info at LinkedIn
Twitter: @magnus_thell
(www.twitter.com/magnus thell)
http://pinterest.com/magthe/
www.cisionwire.se
www.cision.se