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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.