Here are some scary monsters that will ruin your content marketing. Stay well away from them if you want to be successfull. Learn more about content marketing at www.staunstrup.se/en
2. What’s this?
@PStaunstrup
These are the slides from a presentation I did recently.
I’ve added explanatory comments where I felt it was
needed.
Hope you enjoy my monsters!
5. But content marketing is this:
@PStaunstrup
Content that’s relevant and useful to your target
audience.
The purpose is to create awareness, attract potential
customers and increase sales through helping them
solve problems or see new possibilities.
Sometimes it’s about inspiring or challenging them.
10. @PStaunstrup
Distribution is key
Joe Pulizzi said it best. ”First, build an audience, then
monetize it”.
And in order to do that, you need to distribute your
content via search, social, earned and paid media (like
native advertising)
12. Convergence in practice
@PStaunstrup
Paid Earned Owned
Earned
Owned
Targets
Goals
Message
Targets
Goals
Message
Targets
Goals
Message
Owned
Depending on the target audience, you will use it in
different ways
13. @PStaunstrup
Digital
content
Own site (SEO)
Social media- ownNewsletters
Industry/Partner sites
Apps
Paid– native (SEM)
Social media - others
Forums
The idea is to always get your content distributed as
much as possible:
21. @PStaunstrup
Paid
media
data
Social
data
Website
data
There is an abundance of data we can collect and
analyze in content marketing
22. @PStaunstrup
• Reach – Awareness
• Usage: Seen, listened, downloaded
• Shares: social and links
• Activity: Subscribe, fill out form
• Converting: Sales, Lead generation
• Rank: SERP
• Content efficiency
Data is also necessary when setting KPIs for content
marketing
24. Don’t listen to him!
@PStaunstrup
He’s the monster that came up with ”Content is King”,
and he believes that if we just produce a flood of
content everything will be fine.
He doesn’t understand that content marketing is about
quality, not quantity.
25. @PStaunstrup
Most of all, you
need to work
with distribution,
unless you want
your content to
disappear in this:
Infographic from Qmee
29. @PStaunstrup
Sherlock andWatson would be
great at content marketing
• They would begin with a strategy
• Get buy-in from management
• Work patiently to get results
• Be creative and couragious
• And make a great team
Well, obviously Watson would handle the getting buy-in
and being patient part…