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Get your customers hooked with Content Marketing

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Get your customers hooked with Content Marketing - Pär Lagerström talked to IHM Business School about Content Marketing.

Get your customers hooked with Content Marketing - Pär Lagerström talked to IHM Business School about Content Marketing.

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  • Explain the difference
  • Someusefulquestionsto start with:How is my contentbeinggenerated?Who is generating my content?Am I usingmultiple formats?Am I making my contentaccessible?Am I making my contenteasytoview?Am I making my contenteasytouse and share?
  • YOU CONTENT IS ONLY AS STRONG / USEUL AS THE PEOPLE THAT SURROUND ITWHAT ARE YOU DOING TO CREATE AND ENGAGE WITH YOU GANGCONTENT ECONOMY / LINK ECONOMY / NETWORK ECONOMY – JEFF JARVIS
  • There are 20 types hereCompanies over 1000 employees 9 tactics- Companies less than 10 employees average of 6

Transcript

  • 1. Get yourcustomershookedwithContentMarketing
    Presentation at IHM, Stockholm by @parlagerstrom
    CU revised June, 2011
  • 2. What?
    ”Contentmarketing is a marketing techniqueofcreating and distributing relevant and valuablecontenttoattract, acquire, and engage a clearlydefined and understoodtargetaudience - with the objectiveofdriving profitable customer action.”
  • 3. Content DRIVES DECISION MAKING!
  • 4. …and Content is opportunity
    Where Content is working
  • 5. Content - Owned, Paid and Earned
  • 6. The new model of content consumption
    We are now dealing with educated buyers
    Word of Mouth has become Word of Mouse
    Source: Content is critical in social media marketing | Search Engine Marketing News
  • 7. Youare in for the long ride
  • 8.

    ”The currency in social media is value, and thatvalue is created by producing and sharingvaluablecontent.”
  • 9. MOVING FOM BRAND TO SOCIAL CONTENT
  • 10. The Platforms and The Challenges
    Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs
  • 11. ?
    Contentstrategy?
    HOW IS MY CONTENT:
    GENERATED? PRODUCED? MULTIPLIED? ACCESSIBLE? EASY TO VIEW? EASY TO USE AND SHARE?
  • 12. The OLD WORLD:THE COMMUNICATOR AS the Teacher
  • 13. THE NEW WORLD: all in the playground - Who’s in Your Gang?
  • 14. The contentchallenge:- creation- EngagemenT
  • 15. Content Tactics- some statistics
    Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs
  • 16. Who?
    Produce your content?
  • 17. Crowdsourcing and Curating content
  • 18. Storiesarekey
  • 19. Whattypeofcontent is there?
    Comments
    Blogpost
    Tweets
    Photos
    Illustrations
    Video
    Podcasts
    Webinars
    eBooks
  • 20. What is my engagementstrategy?
  • 21. Through your Mynewsdesk newsroom - In 1o minutes you CAN…
    50 MILLION PEOPLE
    PUBLISH BLOG
    490 MILLION PEOPLE
    50 MILLION PEOPLE
    200 MILLION PEOPLE
    600 MILLION PEOPLE
  • 22.
  • 23. In detail - Will it blend?
  • 24. Ourownexample – howmynewsdeskwork
    Our ”Contenthub”
  • 25. Ourblogs
    How?
    3 weekly (guest or ”knowledge”, product feature, Fridayfun)
    Editorialcalender
    Verycarefulwith SEO, tags and categorization
    Somenumbers
    Doubled the amountofreads in 2010
    20-25% ofvisitorswrites the blogurl or has it as a favorite.
    Links from Twitter, Facebook and LInkedIngenerates 10% ofblogtrafic.
    The visitorreads in average 1:30 minutes.
  • 26. our social media newsrooms
    7 newsrooms!
    Small as largepieceofnews gets published – doesn’thaveto be a press release.
    Wereach media, butalsootherinfluencers like customers, bloggers and ownstaff.
    Transparant – all staffcan be found in newsrooms.
    SEO – youfinduseverywherewhensearching.
    All content is uploadedautomaticallytoour social media platform = saves time.