Creating content without a strategic direction is a waste of time, money and resources. Learn how to make a strategy for B2B content marketing and social distribution based on a proven method.

1. Komfo
Summit
All-Star
Webinar

2. #komfowebinar

3. Agenda:
• Anders Lunde
• Bonus tips from Komfo
• Q&A

4. CON
TENT
MARKE
TING
Pravda / advertising- and digital agency

5. ANDERS
LUNDE
Head of Social
al@pravda.dk
WHO AM I?
SOCIAL MEDIA MANAGER
JYSK
ONLINE COMMUNICATOR
HUMMEL
COMMUNICATIONS INTERN
DBU
MA ENG/COMM.
ASB

6. WHY
CONTENT
MARKETING?

8. DOWN
L O A D

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

10. CM
SWEET SPOT
WHICH PLATFORM?
WHICH EFFECT?
HOW DO WE
MEASURE?
CUSTOMER
NEED
WHERE ARE THEY IN
THE BUYING CYCLE?
WHAT DO THEY
KNOW IN ADVANCE?
HOW MUCH ARE
THEY WILLING
TO “PAY”?
YOUR
KNOWLEDGE
WHERE IS
IT LOCATED?
WHEN IS IT
RELEVANT?
WHAT IS
IT WORTH?

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

12. #1 Longer decision
making process
#2 Greater need for
information
#3 Possibility for in-depth
(digital) relation with
the buyer
WHY CM IN B2B?

13. # 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?

14. SAY HELLO
TO
LOUISE

15. LOUISE

19. #1 PRE-ANALYSIS
#2 WORKSHOP
#3 FRAMEWORK
“SHORTCUT”

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

21. #1 PRE-ANALYSIS
1. THE BRAND
HOW DOES CONTENT MARKETING APPLY?
2. UNIVERSE OF THE BRAND
HOW/WHAT ARE THE COMPETITORS DOING?
WHAT IS HAPPENING IN THE INDUSTRY?

22. #2 WORKSHOP
1. OWNERSHIP / COMMITMENT
CREATE UNDERSTANDING OF THE IMPORTANCE.
2. TANGIBLE STARTING POINT
NOW WE’RE OFF.

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

24. VALUES

25. VALUES + TARGET AUDIENCE

26. VALUES + TARGET AUDIENCE + EXISTING CONTENT

27. VALUES + TARGET AUDIENCE + EXISTING CONTENT + ROLES

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

29. TOGETHER
WE CREATE
NEW
HORIZONS

31. #3 FRAMEWORK
FROM WORKSHOP TO OUTPUT

32. 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

33. SAY HELLO
TO
MICHELLE

34. MICHELLE
?

35. THE CM WHEEL

36. 1 2
3
4
567
8
9
10

37. 1 2
3
PERSONAS
WHO ARE WE
TALKING TO?
3
21

38. #1 PERSONA
JOB
•
AGE
•
LOCATION
•
OCCUPATION
•
•
•
EDUCATION AND EXPERIENCE•
•
•
LEISURE
•
•
•
CHARACTERISTICS
USER GOALS
•
•
•
•
•
PAINS AND GAINS FOR ERIC•
•
•
•
•
OPPORTUNITIES
•
•
•
•
•
USEREXPERIENCE
INTERNAL/EXTERNALCOLLABORATORS
EXPECTATIONS OF CONSULTANTS•
•
•
•
RELATIONS
•
•
•
•
TOUCHPOINTS
•
•
•
•
ENTREPRENØRERIK
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Fusce quis lectus quis sem
lacinia nonummy. Proin mollis lorem non
dolor. In hac habitasse platea dictumst. Nulla
ultrices odio. Donec augue. Phasellus dui.
PERSONA #1
THE EXPERIENCED STRATEGIST
EXECUTIVESUMMARYLorem ipsum dolor sit amet,
consectetur adipiscing elit. Fusce
quis lectus quis sem lacinia nonummy.
Proin mollis lorem non dolor. In hac
habitasse platea dictumst. Nulla ultrices odio.
Donec augue. Phasellus dui. Maecenas facilisis
nisl vitae nibh. Proin vel est vitae eros pretium
dignissim. Aliquam aliquam sodales orci. Suspendisse
potenti. Nunc adipiscing euismod arcu. Quisque facilisis
mattis lacus. Fusce bibendum, velit in venenatis viverra,
tellus ligula dignissim felis, quis euismod mauris tellus ut
TECHNOLOGY AND DEVICE USAGE•
•
•
•
USE OF MEDIA
•
•
•
•
KNOWLEDGE
•
•
•
•
TECHNOLOGY/MEDIA

39. 1 2
3
FORMAT
HOW DO WE SHAPE
OUR MESSAGE?
4
32

41. 1 2
3
CONTENT HUB
WHERE DOES OUR
CONTENT LIVE?
5
43

43. 1 2
3
ROLES
WHO DOES WHAT?
6
54

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

45. 1 2
3
PURPOSE
WHAT DO WE WANT
TO ACHIEVE WITH
OUR CONTENT?
7
65

46. THE
OF CONTENT
MARKETING
SOCIAL MEDIA
EBCS

47. #5 PURPOSE
ENGAGE
QUESTIONS
COMPETITIONS
DISCUSSIONS
VIDEOS
BRAND
NEWS
PRODUCTS
FACTS
CONVERT
SALES
LANDING PAGES
SIGN-UP FORMS
PERMISSIONS
LEADS

48. 1 2
3
CALENDER
STRUCTURE THE
PRODUCTION OF
CONTENT
8
76

49. TEKSTTEKST
#6 CONTENT
CALENDER
EXAMAPLE
Date Category
Content
hub
Persona Post Purpose Format Channel
Know-
it-all
Trans-
lator
Distri-
butor
15 DEC Together Website
Erik the
Entrepre-
neur
150 days
without
accidents
Brand Article LinkedIn Rasmus Rikke Michelle

50. 1 2
3
DISTRIBUTION
MESSAGE DEPENDENT
9
87

51. #7 DISTRIBUTION

52. 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

53. #7 DISTRIBUTION
50-70%

54. #7 DISTRIBUTION
76%

55. 1 2
3
ADVERTISING
REACH THE RIGHT
TARGET AUDIENCE
10
98

57. 1 2
3
GO LIVE
WHEN AND HOW
OFTEN DO WE PRESS
THE BUTTON?
1
109

58. #9 GO LIVE
THE SIMPLE ANSWER
TRIAL ERROR
THE INTELLIGENT ANSWER
TRIAL ERROR LEARN

59. 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

60. 1 2
3
ANALYSIS
REPORTING
WHAT DOES
(NOT) WORK?
2
110

61. 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

62. #10 ANALYSIS
18:25
27,902
0.14 0.79 0.82
2m 29s 445.04
25.00
0.00
2
5
1
46

63. #11 INBOUND
“THE DEPARTMENT OF FUN AND GAMES”
“THE PAINTBOX BOYS”
“THE DEPARTMENT THAT ONLY KNOWS HOW TO SPEND
MONEY”

64. #11 INBOUND
STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS
ATTRACT CONVERT CLOSE DELIGHT
Blog
Keywords
Social Media
Forms
Call-to-Actions
Landing Pages
Email
Signals
Workflows
Events
Social Inbox
Smart Content

65. THANK YOU
QUESTIONS?

66. 4 things (at least)
you forget
when doing
Social Advertising

67. Claim #1
You forget that your audiences are more complex

68. Claim #2
You forget about your existing customer data…
But why?

70. Open API’s
Komfo Connector
Automatiz
ation

71. EXAMPLE

73. Claim #3
Remember your soft conversion points!

74. Claim #4
You focus on only one set of KPI’s! (And you let your boss choose them)

75. YOUR OWN DASHBOARD!
—

76. QA

77. Join the conversation with us
Komfo
Summit!
Do you want to be successful on SOCIAL and increase your ROI?
We have hand picked the best speakers to share ideas and knowledge.
Tuesday, 29th of Nov. at 10-11 AM (CET):
Social and B2B
Thursday, 12th of Jan. at 10-11 AM (CET):
Social Advertising
Wednesday, 1st of Feb. at 10-11 AM (CET):
Data, Creativity and Insight
You are invited to
Komfo Summit All-Star Webinars
Sign up at:
https://komfo.com/
all-star-webinars/

78. Lisbeth Chawes
Partner Director
lic@komfo.com
Thanks
#komfowebinar