CON
TENT
MARKE
TING
Pravda / advertising- and digital agency

ANDERS
LUNDE
Head of Social
al@pravda.dk
Social Media Manager
JYSK
Online Communicator
hummel
Communications intern
Danish Football Association
MA English/Communications
Aarhus School of Business
WHO AM I?

WHY
CONTENT
MARKETING?

DOWN
L O A D

# Disloyal
# Fleeting attention
# Can benchmark price/quality
# Conscious
# Access to specialized knowledge
# Influenced by social media
DO YOU RECOGNISE YOUR CUSTOMERS?

CUSTOMER EFFECT COMPANY
NEED FOR KNOWLEDGE CONTENT LEADS/SALES
ANSWERS TO QUESTIONS DIALOGUE ACCESS TO CUSTOMER DATA
LOOKING FOR
PEACE OF MIND THOUGHT LEADERSHIP POSITIONING BRAND / PEOPLE
“EASY ACCESS” SEO TRAFFIC

#1 Longer decision
making process
#2 Greater need for
information
#3 Possibility for in-depth
relation with the buyer
WHY CM IN B2B?

# Non-religious
# Fail faster
# Ownership is everything
# Goals and processes
# Remember your:
a Brand
b Business objectives
c Marketing strategy
WHAT IS A GOOD CM STRATEGY?

HOW
CONTENT
MARKETING?

SAY HELLO
TO
LOUISE

LOUISE

#1 PRE-ANALYSIS
#2 WORKSHOP
#3 FRAMEWORK
“SHORTCUT”

LOUISE’S TASKS:
Answers stupid questions – easy
Coordinate calenders and find time
for a workshop – hard
Time consumption: 5 hours.

#1 PRE-ANALYSIS
1. THE BRAND
HOW DOES CONTENT MARKETING APPLY?
2. UNIVERSE OF THE BRAND
HOW ARE THE COMPETITORS DOING?
WHAT IS HAPPENING IN THE INDUSTRY?

#2 WORKSHOP
1. OWNERSHIP / COMMITMENT
CREATE UNDERSTANDING OF THE IMPORTANCE.
2. TANGIBLE STARTING POINT
NOW WE’RE OFF.

LOUISE’S TASKS:
Participate in workshop
Observe colleagues
Time consumption: 5 hours.
(Participation at workshop)

VALUES

VALUES + TARGET AUDIENCE

VALUES + TARGET AUDIENCE + EXISTING CONTENT

VALUES + TARGET AUDIENCE + EXISTING CONTENT + ROLES

VALUES + TARGET AUDIENCE + EXISTING CONTENT + ROLES
+ NEW TYPES OF CONTENT

TOGETHER
WE CREATE
NEW
HORIZONS

#3 FRAMEWORK
FROM WORKSHOP TO OUTPUT

MT Højgaard
– content marketing strategy
Pravda. Februar 2016.
7
Content Framework
Our content are controlled and will be inspired from thisframework.
It is a tool for selecting subjects and a guideline to
reveal if our communication has the right means and
goals.
The model is based on our brand idea:
TOGETHER
WE CREATE
NEW
HORISONTS
11
WE CREATE
”What do we actually present?”
Values:
▪ Thoroughness
▪ Pride
▪ Professionalism
▪ Passion
▪ Facts
▪ Work satisfaction and joy
Content Framework
SAMMEN
SKABER VI
NYE
HORISONTER

SAY HELLO
TO
MICHELLE

MICHELLE
?

THE CM WHEEL

1 2
3
4
567
8
9
10

1 2
3
SUBJECT POOL
WHAT CAN/DO WE
TALK ABOUT?
3
21

MARKETING COMMUNICATION SALES
PM HR

#1 SUBJECT POOL
PRODUCTS
HIRINGS
EXHIBITIONS
CASES
RECRUITMENT
VIDEOS
WHITE PAPERS
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
NATIONAL EVENTS
POLITICAL AGENDAS
NEWSJACKING
SEASONAL NEWS
INDUSTRY NEWS
TOP-OF-MIND
BRANDS DATE TARGET AUDIENCE

1 2
3
FORMAT
HOW DO WE SHAPE
OUR MESSAGE?
4
32

1 2
3
CONTENT HUB
WHERE DO WE PLACE
OUR CONTENT?
5
43

1 2
3
ROLES
WHO DOES WHAT?
6
54

KNOW-IT-ALL TRANSLATOR DISTRIBUTOR
HAS SPECIALIZED
KNOWLEDGE OF
A GIVEN SUBJECT
JOURNALISTIC FLAIR
INTERVIEWER
FORMULATES
CONTENT
ADVERTISER
TARGET AUDIENCE
RELEVANT
SOCIAL MEDIA

1 2
3
PURPOSE
WHAT DO WE WANT
TO ACHIEVE WITH
OUR CONTENT?
7
65

THE
OF CONTENT
MARKETING
SOCIAL MEDIA
EBCS

#5 PURPOSE
ENGAGE
QUESTIONS
COMPETITIONS
DISCUSSIONS
VIDEOS
BRAND
NEWS
PRODUCTS
FACTS
CONVERT
SALES
LANDING PAGES
SIGN-UP FORMS
PERMISSIONS
LEADS

1 2
3
CALENDER
STRUCTURE THE
PRODUCTION OF
CONTENT
8
76

EXAMPLE
Date Category
Content
hub
Target
audience
Post Purpose Format Channel
Know-
it-all
Translator Distributor
1/9 Together Website Contractors
150 days
without
accidents
Brand Article LinkedIn Rasmus Rikke Michelle
#6 CONTENT
CALENDER

1 2
3
DISTRIBUTION
MESSAGE DEPENDENT
9
87

#7 DISTRIBUTION

BRAND
1
SOCIAL MEDIA FANS (FACEBOOK)
50.000
ORGANIC REACH (AVG.)
2%
TOTAL ORGANIC IMPRESSIONS
1.000
#7 DISTRIBUTION
AMBASSADORS
50
CONNECTIONS ON LINKEDIN (AVG).
400
ORGANIC REACH (AVG.)
60%
TOTAL ORGANIC IMPRESSIONS
12.000

#7 DISTRIBUTION
50-70%

#7 DISTRIBUTION
76%

1 2
3
ADVERTISING
REACH THE RIGHT
TARGET AUDIENCE
10
98

1 2
3
GO LIVE
WHEN AND HOW
OFTEN DO WE PRESS
THE BUTTON?
1
109

#9 GO LIVE
THE SIMPLE ANSWER
TRIAL ERROR
THE INTELLIGENT ANSWER
TRIAL ERROR LEARN

WHEN ARE YOUR FANS ONLINE?
0
5000
10000
15000
20000
09:00 pm06:00 pm03:00 pm12:0009:00 am06:00 am03:00 amMidnight Midnight

1 2
3
ANALYSIS
REPORTING
WHAT DOES
(NOT) WORK?
2
110

FOLLOWERS IMPRESSIONS CLICKS INTERACTIONS ENGAGEMENT RATE TRAFIC TO WEB
Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff.
Jan
Feb
Mar
Apr
Maj
Jun
Jul
Aug
Sept
Okt
Nov
Dec
KPI 2016
#10 ANALYSIS

#10 ANALYSIS
18:25
27,902
0.14 0.79 0.82
2m 29s 445.04
25.00
0.00
2
5
1
46

THANK YOU
QUESTIONS?