Get yourcustomershookedwithContentMarketing<br />Presentation at IHM, Stockholm by @parlagerstrom<br />CU revised June, 20...
What? <br />”Contentmarketing is a marketing techniqueofcreating and distributing relevant and valuablecontenttoattract, a...
…and Content is opportunity<br />Where Content is working<br />
The new model of content consumption <br />We are now dealing with educated buyers<br />Word of Mouth has become Word of M...
Youare in for the long ride<br />
”<br />”<br />”The currency in social media is value, and thatvalue is created by producing and sharingvaluablecontent.”<b...
MOVING FOM BRAND TO SOCIAL CONTENT<br />
The Platforms and The Challenges<br />Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs<br />
?<br />Contentstrategy?<br />HOW IS MY CONTENT:<br />GENERATED? PRODUCED? MULTIPLIED? ACCESSIBLE? EASY TO VIEW? EASY TO US...
The OLD WORLD:THE COMMUNICATOR AS the Teacher<br />
THE NEW WORLD: all in the playground - Who’s in Your Gang?<br />
The contentchallenge:- creation- EngagemenT<br />
Content Tactics- some statistics<br />Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs<br />
Who? <br />Produce your content?<br />
Crowdsourcing and Curating content<br />
Storiesarekey<br />
Whattypeofcontent is there? <br />Comments<br />Blogpost<br />Tweets<br />Photos<br />Illustrations<br />Video<br />Podcas...
What is my engagementstrategy?<br />
Through your Mynewsdesk newsroom - In 1o minutes you CAN…<br />50 MILLION PEOPLE <br />PUBLISH BLOG <br />490 MILLION PEOP...
In detail - Will it blend? <br />
Ourownexample – howmynewsdeskwork<br />Our ”Contenthub”<br />
our social media newsrooms<br />7 newsrooms!<br />Small as largepieceofnews gets published – doesn’thaveto be a press rele...
Get your customers hooked with Content Marketing
Get your customers hooked with Content Marketing
Get your customers hooked with Content Marketing
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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.

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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 of "Get your customers hooked with Content Marketing"

    1. 1. Get yourcustomershookedwithContentMarketing<br />Presentation at IHM, Stockholm by @parlagerstrom<br />CU revised June, 2011<br />
    2. 2. What? <br />”Contentmarketing is a marketing techniqueofcreating and distributing relevant and valuablecontenttoattract, acquire, and engage a clearlydefined and understoodtargetaudience - with the objectiveofdriving profitable customer action.”<br />
    3. 3. Content DRIVES DECISION MAKING!<br />
    4. 4. …and Content is opportunity<br />Where Content is working<br />
    5. 5. Content - Owned, Paid and Earned<br />
    6. 6. The new model of content consumption <br />We are now dealing with educated buyers<br />Word of Mouth has become Word of Mouse<br />Source: Content is critical in social media marketing | Search Engine Marketing News<br />
    7. 7. Youare in for the long ride<br />
    8. 8. ”<br />”<br />”The currency in social media is value, and thatvalue is created by producing and sharingvaluablecontent.”<br />
    9. 9. MOVING FOM BRAND TO SOCIAL CONTENT<br />
    10. 10. The Platforms and The Challenges<br />Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs<br />
    11. 11. ?<br />Contentstrategy?<br />HOW IS MY CONTENT:<br />GENERATED? PRODUCED? MULTIPLIED? ACCESSIBLE? EASY TO VIEW? EASY TO USE AND SHARE?<br />
    12. 12. The OLD WORLD:THE COMMUNICATOR AS the Teacher<br />
    13. 13. THE NEW WORLD: all in the playground - Who’s in Your Gang?<br />
    14. 14. The contentchallenge:- creation- EngagemenT<br />
    15. 15. Content Tactics- some statistics<br />Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs<br />
    16. 16. Who? <br />Produce your content?<br />
    17. 17. Crowdsourcing and Curating content<br />
    18. 18. Storiesarekey<br />
    19. 19. Whattypeofcontent is there? <br />Comments<br />Blogpost<br />Tweets<br />Photos<br />Illustrations<br />Video<br />Podcasts<br />Webinars<br />eBooks<br />
    20. 20. What is my engagementstrategy?<br />
    21. 21. Through your Mynewsdesk newsroom - In 1o minutes you CAN…<br />50 MILLION PEOPLE <br />PUBLISH BLOG <br />490 MILLION PEOPLE <br />50 MILLION PEOPLE <br />200 MILLION PEOPLE <br />600 MILLION PEOPLE <br />
    22. 22.
    23. 23. In detail - Will it blend? <br />
    24. 24. Ourownexample – howmynewsdeskwork<br />Our ”Contenthub”<br />
    25. 25. Ourblogs<br />How?<br />3 weekly (guest or ”knowledge”, product feature, Fridayfun)<br />Editorialcalender<br />Verycarefulwith SEO, tags and categorization<br />Somenumbers<br />Doubled the amountofreads in 2010<br />20-25% ofvisitorswrites the blogurl or has it as a favorite. <br />Links from Twitter, Facebook and LInkedIngenerates 10% ofblogtrafic. <br />The visitorreads in average 1:30 minutes. <br />
    26. 26. our social media newsrooms<br />7 newsrooms!<br />Small as largepieceofnews gets published – doesn’thaveto be a press release. <br />Wereach media, butalsootherinfluencers like customers, bloggers and ownstaff. <br />Transparant – all staffcan be found in newsrooms.<br />SEO – youfinduseverywherewhensearching. <br />All content is uploadedautomaticallytoour social media platform = saves time. <br />

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