• Presentation • Utgångsläge och förväntningar• Kursens upplägg • Introduktion till ämnet Content Marketing• Fortsättning grunder Content Marketing• Forts. Content Marketing grunder + intro

skriftlig uppgift

• Presentation• Tidigare kunskaper i ämnet• Förväntningar på kursen

• Kursens upplägg• Block 1 – Content Marketing– vad, varför, hur• Självstudier • Intro skriftlig uppgift• Block 2 – Content Marketing i praktiken del 1• Gruppövning 1• Block 3- Content Marketing i praktiken del 2• Gruppövning 2• Redovisning & inlämning • Kommunikation med lärare / gästföreläsare

Då kör vi!

Content Marketing – definition från CMI

”Content marketing is a strategic marketing approach focused on creating and distributingvaluable, relevant, and consistent content to attract and retain a clearly-defined audience —and, ultimately, to drive profitable customeraction”.

http://contentmarketinginstitute.com/what-is-content-marketing/

Eller…

”Traditional marketing and advertising is telling the world you re a rock star. Content marketing is showing the world that you are one.”

Världen har förändrats

Tråla vs. Meta

När vi vill vs. när de vill

Var vi vill vs. var de vill

Världen första content marketing?

John Deere – The FurrowMagazine

År 1895 började John Deere publicera en tidskrift för farmare som heter The Furrow. Företaget publicerade tidningen i hopp om att vara en resurs för sina kunder. Och naturligtvis är tidningen fortfarande tillgänglig i tryck. Faktum är att den publiceras över hela världen på 12 språk och 40 länder. Innehållet som presenterades i The Furrow var pedagogiskt och fokuserade på att undervisa farmarna hur de skulle kunna vara mer fruktbara företagare - ett praktiskt exempel på Content Marketing.

Marketing Land – Is John Deere the original content marketer – 2013

Så, vad är då content marketing?

Content Marketing - De tio budorden

1. Unikt2. Relevant3. Inspirerande4. Berörande5. Sökbart6. Egna kanaler7. Skippa säljet!8. Långsiktig9. Delvis mätbart10.Oftast digitalt

In 1904, Jell-O wasn’t the household name it is today. In fact, Frank Woodward, who owned the rights to Jell-O, washaving such a hard time making a profit that he offered to sellthe rights to his plant superintendent for a mere $35 (Woodward paid $450 for the rights in the 1880s).However, before it came to that point, Woodward decided to try one final strategy, which was distributing free Jell-O recipebooks. The books featured recipes in which Jell-O was the main ingredient. This eleventh-hour content marketing effortwas a smart one, as the promotion boosted Jell-O sales to $1 million by 1906.

Inspirerande

Unikt

Berörande

Långsiktigt

Skippa säljet!

Content Marketing & forskning

Gissa avsändaren!

Case study –Budweiser World Series 2016

”…Over 3M views in its first week live. And to date, 71% of viewshave been organic—2.6X the organic view rate for Budweiser'sYouTube channel in 2016. Among ad viewers, average lift in ad recall was 28%, and average lift in consideration was 22%, bothin the "high average" range for the brand. The video also inspiredviewers to take action. "Budweiser" enjoyed a whopping 487% lift in Google/YouTube searches among users who saw the promotedcreative”.

https://www.thinkwithgoogle.com/marketing-resources/budweiser-world-series-campaign/

Case study – Budweiser World Series 2016

Case study –Budweiser Super Bowl 2017

Case study –Budweiser Super Bowl 2017

“We created the Budweiser commercial to highlight the ambition of our founder, Adolphus Busch, and his unrelenting pursuit ofthe American dream. This is a story about our heritage and the uncompromising commitment that goes into brewing our beer. It’s an idea we’ve been developing along with our creativeagency for nearly a year.”

Marcel Marcondes, vice president of marketing at Anheuser-Busch.

https://www.washingtonpost.com/news/food/wp/2017/02/01/budweiser-uses-a-super-bowl-ad-to-tell-an-obscure-immigrant-story-its-own/

1. 200 million people now use ad blockers2. Content marketing leaders experience 7.8 times more site traffic than

non-leaders3. Content produces brand recall, which increases engagement4. The median time people spend on articles is 37 seconds5. While content marketing costs 62% less than outbound marketing, it

generates more than three times as many leads6. The majority (88%) of B2B marketers use content marketing in their

marketing strategies7. Content marketing drives higher conversion rates8. Email marketing is one of the most effective forms of content marketing9. Most B2B marketers use at least 13 content marketing tactics10. 73% of major organizations hire someone to manage their contentmarketing strategy

http://contentmarketinginstitute.com/2016/08/content-marketing-stats/

• On average, B2B marketers allocate 28% of their total marketing budget to content marketing.

• Only 30% of B2B marketers say their organizations are effective at contentmarketing, down from 38% last year. 5

• 5% of B2B marketers say they are unclear on what content marketing success or effectiveness looks like.

• 32% of B2B marketers say they have a documented content marketing strategy

• 28% of B2B marketers say they have a documented editorial mission statement.

Att skapa innehåll

• Tänk som en publicist, inte som annonsör• Sätt upp publicistiska mål • Lär känna din publik • Arbeta långsiktigt• Trendspaning• Omvärldsbevakning• SEO, SEO, SEO!

Content Marketing strategi

• Vad for affarsnytta ska content marketing bidra till?• Vilket forstarkt eller forandrat beteende behovs for att

affarsnyttan ska uppkomma?• Vilka malgrupper behover vi paverka for att beteendet

ska forandras eller forstarkas? • Hur kan vi paverka malgrupperna?• Var langs beslutsresan ska vi paverka malgrupperna

med content marketing?

Content Marketing plan

• Tänk som en redaktion • Skapa en publishing plan för de olika kanalerna• Skapa en innehållsbank • Delta i samtalet, för att senare leda samtalet• Unikt, relevant, sökbart, tidlöst – de fyra budorden• Omvärldsbevaka• Ambassadörer och nätverk • Rom skapades inte på en dag