Content marketing workshop in Athens with Michael Leander, part 2 of 2

Your  content  concept  

•  Thank  you  for  a,ending  the  content  and  inbound  marke5ng  workshop  in  Athens.    

•  My  contact  details  are  in  the  back  of  this  slide  deck.    Don’t  hesitate  to  contact  me  if  I  can  help  you  in  any  way.    

Integra5on  across  all  channels  is  key  –  as  is  a  seamless  user  experience  

Content  concept  

Social  media  push/pull  

Blog  &  Magazines  

Apps  &  Gamifica5on  

Email  &  Mobiity  

Thin  

Which  real  problem  are  you  solving?  

What  are  the  problems  associated  with  this  purchase?    

Exclusive  villas  –  email  driven  

Problems  and  considera3ons  associated    with  booking  an  exclusive  villa  in  Paradise  

1.  ________________________________  2.  ________________________________  3.  ________________________________  4.  ________________________________  5.  ________________________________  

How  to  help  solve  those  problems    through  stories  

1.  Problem  is  _________________________    We  can  help  solve  that  problem  by  wri5ng;  A)  ___________________________________  B)  ___________________________________  C)  ___________________________________  

Think about top, mid and end of funnel and focus ferociously on the end goal, short and long term

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Bo#om  of  funnel  is  where  the  ac3on  takes  place  –    engagement  need  to  drive  your  audience  towards  

the  bo#om  of  the  funnel  

Which is more important?

Content   Community  

 THE  MORE  CONTENT  YOU  HAVE  THE    

MORE  USERS  YOU  WILL  GET.    

THE  MORE  USERS  YOU  HAVE  THE  MORE    CONTENT  YOU  WILL  GET.  

 THE  BETTER  YOU  MATCH  CONTENT  AND  USERS  TO  USER  PROFILES  THE  MORE  USERS  AND  CONTENT  YOU  WILL  

UNDERSTANDING  THE  DRIVING    FORCES  OF  COMMUNITIES  

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Rule of thumb

Talk  about  something  of  interest  

h,p://www.michaelleander.me/blog/tourism-­‐marke5ng-­‐is-­‐this-­‐the-­‐best-­‐portugal-­‐can-­‐do/  

Quick  results  –  B2B  case  study  

+  3  interview  requests  +  45  newsleGer  subscribers  +  3  registered  for  Lisbon  seminar  +  1  consulJng  engagement  +  2  inquiries  for  speaking  

Your content concept

Purpose / strategy Research Content

concept Build / create Seed

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What is our purpose?

What is the value of a sale?

Which stories support AIDA

What is our approach to

winners & fillers

How do we measure impact?

Understand customer needs

Selling process

Frequency & channel plan

Your content concept

Your content

concept describes

 ü  What  you  offer  and  how  it  

fits  in  the  buying  cycle  ü  Benefits  of  your  offering    ü  Why  your  audience  should  

engage  ü  Which  stories,  content  you  

are  going  to  publish  ü  Frequency,  security,  trust  ü  Media  (video,  cartoons,  

ar5cles,  audio  etc.)  ü  Think  like  a  publisher,  act  

like  the  best  hostess  

The  content  concept  applies  to  all  of  your  social  media  (and  email  markeJng)  acJviJes  

11 questions to help you build your content concept

Catches attention

Engages

Retains interest

Distributes

1.  What general area of knowledge do we have that we can share?

2.  What kind of expertise or even products can we give away?

3.  What can we explain? 4.  What type of content from others can we

share with our audience? 5.  Who can we interview that would interest

our audience? 6.  What can we have fun with that isn’t a

disconnect from our brand or industry? 7.  What sensitive topics may we take

advantage of to engage discussion? 8.  What topics are off-limits? 9.  Who in our company connects with

customers most naturally? 10.  What is our capacity to produce content? 11.  Our audience’s threshold to consume it?

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AGractor  example:  Research  reports    •  Build  ques5ons  •  Seed  5l  permissions  +  social  •  Ask  for  permission  in  survey  •  Put  a  price  tag  on  the  final  

report  •  Let  respondents  have  the  

report  for  free  •  Download  only  with  

registra5on  •  Release  contents  and  big  

messages  in  tranches  (press,  blogs,  newsle,ers  etc.)  

Result  of  Poland  Email  Marke5ng  Report  -­‐  More  than  1.500  leads  -­‐  New  leads  every  month  now  years  later      

AGractor:  Guiding  people  

h,p://www.michaelleander.me/blog/facebook-­‐engagement-­‐rate-­‐benchmark/  

You need a content concept for video channels too

Google Plus – significant SEO impact

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Pinterest – if popular in your market – drives significant purchase intent

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Repurposing  of  content  

•  Think  about  how  you  can  slice  your  main  stories  into  mul5ple  smaller  stories  

•  Seed  them  successively  •  Think  

– Prelaunch  – Launch  – Postlaunch  

See  case  study  –  integrated  campaign  

 See  the  campaign  case  study  here  

Community  aGractors  –  must  be  part  of    your  content  concept  

LinkedIn  targets  CMO’s  –  more  than  2.000  members,  very  ac3ve  group  and  growing  steadily  

Xing  targets  CMO’s  –  more  than  12.000  members,  very  ac3ve  in  German  language  (6.000+  members)  

More  community  aGractors  

DIRECTION  -­‐  purpose  -­‐  strategy  -­‐  tac3cs  -­‐  execu3on  -­‐  measure    

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Drive  towards  your  objecJves  first  ,  tacJcs  &  deadlines  second  !    

See  video  about  being  objecJve  driven  hGp://www.youtube.com/watch?v=4mxvy_usWz8    

If  95%  of    yo

ur  effort  is

 here,  you  

are  wrong  

!    

Group  work  for  Save  the  Children      

•  Formulate  purpose  •  Define  goals  •  Define  core  messages  •  Decide  long  and  short  term  focus  and  discuss  how  to  build  an  audience  recep5ve  to  the  messages  “indefinitely”  

Later  you  will  do  the  actual  content  concept  

Integra5on  across  all  channels  is  key  –  as  is  a  seamless  user  experience  

Website  &  Blog  

Social  media  

Offline  

Apps  

Email  &  Mobile  

Listen & React

•  Customers engage in social media •  You need to listen to the conversation and react •  All the time !

Summary of sentiment

(c) Michael Leander Nielsen, 2009

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Listen to the conversation on Twitter (and other social networks)

1

2

Reacting to mentions

•  Monitor across all platforms •  Have tool for managing •  Have tool for reacting

Try search.twitter.com

My Foursquare message

Unexpected reply

Michael  Leander  is  an  interna3onal  marke3ng  speaker.  He  has  spoken  at  IBA  in    Karachi  and  in  40+  countries    Find  him  here  h,p://www.twi,er.com/michaelleander    Speaking:  h,p://www.michaelleander.me    Consul5ng:  h,p://www.michaelleander.com        

QuesJons,  Linkedin  contact  requests  etc:    michael@michaelleander.me    

AID+LIRA  Attention > Interest > Desire + Like – Interaction – Recommendation - Action

Engagement  Share  is  best  

Like  is  NOT  a  currency,  engagement  is  @michaelleander  

Quick  Facebook  Jp  for  aGracJng  more    people  to  click  on  a  Link  

Get  your  call  to  acJon  link  inside  the  first  3  sentences  

Track  all  links  to  be  able  to    measure  conversions  /  effect  

Leverage  research    engagement  factors  

7  senses  to  consider  for  any  mobile  markeJng  campaign  

•  Lust;  the  an5cipa5on  of  pleasure,  (which  we  crave)  •  Mys3que;  an  unanswered  ques5on  that  intrigues  us  and  

makes  us  want  to  solve  the  puzzle  •  Alarm:  the  threat  of  nega5ve  consequences,  which  demands  

immediate  response  •  Pres3ge:  symbols  of  rank  and  respect,  which  earn  us  status  

and  admira5on  •  Vice:  rebellion  against  rules,  which  tempts  us  toward  

“forbidden  fruit”  •  Trust:  certainty  and  reliability,  to  which  we  give  our  loyalty  •  Commonsense;  use  your  commonsense    

Which senses do this Westin mobile add play on?

Axe girl wake me up

•  Sign-­‐up  via  qualifica5on  

•  IVR  •  Different  Axe  girl  calls  every  day  

Think:  Solves  a  real  problem  in  a  fun  way    (service)  and  generates  conJnous  awarenesss