CONTENT MARKETING

AIESEC in Spain!March 2016!

10 ideas of what you would do with

Ping Pong balls!1 minute!

While during this flight

Change BUT for AND! Think on the

future, not on the past!

We are building a new strategy all

together!

In the end of the webinar I will understand…

•  What is Content Marketing!

•  How to build on 6por4 and 8venture concepts!

•  My contribution as content creator!

OUR COMMON GOALS

302 oGCDP XPs

100 oGE XPs

ONLINE  CHANNELS  

Social  Media  &  Ads   Youth  Speak   Blogging  

Digital  PR   aiesec.org.es   B2C  page  

Emails  for  LN   OP  

OFFLINE  CHANNELS  

Media   Youth  Speak  Forum   Youth  Alliances  

University  RelaHons  NaHonal  Event  

CONTENT MARKETING Content marketing is a strategic marketing

approach focused on creating and distributing valuable, relevant, and consistent content to attract

and retain a clearly-defined audience – and, ultimately, to drive profitable customer-action

PURPOSE High-quality, purposeful content can be used to showcase an organization’s expertise, leaving readers asking “Who wrote this?”. Therefore, content marketing is a very effective way to

make customers, who did not know about AIESEC before, aware of our service!

MAIN ACTIVITIES 1.  Posting written and visual content on blogs and social media!2.  Publishing case studies, reports and infografics!3.  Publishing videos and testimonials!4.  Writing newsletters!

Different kinds of content

Blog Articles! Stories! Newsletters!

Videos!Infographics!

Pictures!Opportunities!

GIFs!

KPIs!!

# of clicks!# content reach!# of engagement!# of sign-ups!# people applying!

Topics for content creation Global Citizen!

Topics for content creation Global Entrepreneur!

5  steps  to  implement  content  marke:ng    1.  Come  up  with   ideas  your   target  customers  might  be   interested   in  and  define  

topic   categories.   Research   about   these   topics   and   transform   your   ideas   into  valuable  content  by  wriHng  short  arHcles,  creaHng  info  graphics,  reports,  etc.  

2.  Collect  tes:monials  from  your  returnees  and  current  EPs  and  transform  them  into  videos  and  pictures  with  quotes.  

3.  Create  an  editorial  calendar  to  schedule  which  kind  of  content  will  be  published  on  your  channels.  

4.  Distribute   the   content   on   your   channels   (e.g.   blog   and   social   media   pages).  Make  your  content  shareable  and  try   to  engage  your  audience   (e.g.  by  asking  quesHons).  

5.  Look  at  the  web  analy:cs  to  track  the  performance  of  your  posts.  Make  small  changes   to   your   content   strategy   to   see   if   you   can   increase   the   engagement  and  reach  of  your  content.  

MC  ac:vi:es  1.  Set  up  a  naHonal  blog  and  naHonal  social  media  pages  2.  Create  naHonal  content  (e.g.  about  naHonal  events)  3.  Collect  tesHmonials  from  naHonal  EPs  and  partners  4.  Collect  the  content  from  every  LC  by  providing  a  system  where  LCs  

can  submit  their  content  5.  Manage  the  distribuHon  of  content  on  your  naHonal  channels  6.  Track   the   performance   of   your   content   strategy   and   adapt   it  

accordingly  7.  Provide   educaHon   and   guidelines   on   how   to   create   B2C   markeHng  

content  for  LCs  8.  Promote  directly  opportuniHes  

LC  ac:vi:es  1.  Find  out  what  kind  of  content  is  relevant  to  the  local  customers  (e.g.  by  conducHng  

customer  interviews  and  asking  what  they  are  interested  in)  2.  Create  content  according  to  your  customers’  interests  

3.  Collect  tesHmonials  of  your  local  customers  4.  Submit  all  of  the  content  to  the  naHonal  content  collecHon  system  

https://podio.com/aieseces/b2cb2b-aiesec-in-spain!

Now I am clear on…

•  What is Content Marketing!

•  How to build on 6por4 and 8venture concepts!

•  My contribution as content creator!