Embed Size (px)
DESCRIPTION
Slide deck (part 2) from the content marketing workshop in Athens. Speaker and trainer Michael Leander shared his content marketing and inbound marketing experience with 33 top brand marketers and marketing agency folks. The content marketing workshop was organized the The Institute of Communication and EDEE Greece.
Citation preview
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
8
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
10
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
13
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?
16
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
21
Pinterest – if popular in your market – drives significant purchase intent
22
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
27
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
33
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: [email protected]
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
