Welcome

IIPSI

INTERNATIONAL INSTITUTE FOR
PRODUCT AND SERVICE
INNOVATION
SCOTT CROWTHER
KNOWLEDGE TRANSFER SPECIALIST

©...
Effective Digital Marketing Strategies

© 2014
Today’s agenda
0845

Welcome + aim for today

Scott

0900

Goals and Objectives setting

Ellie

0945

Understanding person...
What we do at IIPSI
Innovation Programme - Workshops

Technology Demonstration

Innovation Projects
© 2014
Expertise Areas

© 2014
Why do we do it?

© 2014
So what forms a strategy document?
• It is really up to you.
• Every company differs.
• Find a balance between:
and
Back o...
Today’s agenda
0845

Welcome + aim for today

Scott

0900

Goals and Objectives setting

Ellie

0945

Understanding person...
Experience Led Innovation Toolkit

© 2014
Experience Led Approach + Digital Tools =
bigger audience, better engagement,
increased business

© 2014
Tomorrow’s Headlines
What will be the outcome of today’s workshop on your
business?
1. What will the resulting achievement...
Tomorrow’s Headlines

© 2014
Goals and Objectives

"80 percent of marketers incorrectly
begin with tactics instead of goals."
-eMarketer Report 2012

©...
Goals
What are your marketing goals?

(they should align with your company goals !!!)
•
•
•
•

© 2014

Build a brand?
Buil...
Objectives
How will you meet your goals?

Create some achievable targets that are measurable
and align with your company a...
Objectives

SMART means:
•
•
•
•
•

© 2014

Specific
Measurable
Achievable
Realistic
Time-specific
Goals and Objectives
Goal:
Grow the business by 10% by expanding into new markets.
Objectives:
New LinkedIn marketing camp...
Goals and Objectives
Goal:
Become known as thought leaders in logistics sector.
Objectives:
Have the MD published in 5 maj...
Goals and Objectives
Goal:
Increase number of summer season paying visitors by 20%.
Objectives:
By end August 2014, run 1 ...
Goals and Objectives
Try some goals and objectives for your business and or…

© 2014
Today’s agenda
0845

Welcome + aim for today

Scott

0900

Goals and Objectives setting

Ellie

0945

Understanding person...
Personas:
understanding your target

© 2014
Let’s talk about…
• Understanding customers and users.
• Not about being a slave to customers’ whims.
• Gaining insights w...
Put yourself in the user’s shoes

… now how does your company look?

© 2014
Understand the user perspective

How many people
would push the wrong
button for this lift?

© 2014
Getting it right…
“the user experience is
what we care about most”
Steve Jobs

© 2014
Personas
A tool to assist with understanding and
effective targeting of specific user groups
•
•
•
•

© 2014

Allows you t...
Personas
Two main ways to use this tool:
1. Develop speculative profiles
•

Useful for idea exploration, or quick user per...
Personas: How to use it
•
•
•
•
•
•
•
•

© 2014

Goal is to describe the target customer as a real person
Give them a name...
Personas: examples

© 2014
Personas: examples

© 2014
Personas: examples

© 2014
Personas: some common mistakes
1. Too much speculation
• Imagination is good! But balance with hard market knowledge

2. S...
Personas worksheet

© 2014
Personas worksheet
Group exercise
•

© 2014

Build a persona from what we know
Owners of:
Volvo V50
Personas worksheet

Now in pairs, try the same exercise for your own companies.

© 2014
© 2014
Today’s agenda
0845

Welcome + aim for today

Scott

0900

Goals and Objectives setting

Ellie

0945

Understanding person...
Research and Listening

© 2014
Why do this?
You will get to understand…
•
•
•
•

Your business
Your market
Your competitors
Your customers
…better.

© 20...
Research and Listening
It improves your insights on…
• Market understanding
• What conversations are happening?
• Brand me...
Research and Listening
Research
• Deeper analysis of companies and customers.
• Helps you define a Listening Plan.
• Infre...
Research and Listening

What are you doing right now?

© 2014
Research and Listening
1. Customers
- Analyse existing and potential customers.*
- Look into their online conversations.
-...
Research and Listening
2. Companies
- Track your competitors
- And your company!!!

© 2014
Social Listening
But what will we find out?
•
•
•
•

© 2014

Topics / Themes / Content
Sources / Channels for promotion
Pe...
Research and Listening
Some places to consider:
• Your industry webzines, blogs, groups.
• Social Media.
• Competitors’ we...
Research and Listening
Some tools to consider:
•
•
•
•

www.mention.net to monitor your brand.
www.opensiteexplorer.org fo...
Sample Listening Plan
Who

Where (how)

Us

Mudhugger

bikeradar, chopMTB, Moredirt.
Twitter, Facebook. (Mention)

Competi...
Keyword analysis
Keywords are individual words or phrases
that give a broad view on the main concepts
being discussed onli...
Keyword analysis
Why?
• Blog and social media topics
• Phrases to include in content
• SEO impact (Google rankings!)

© 20...
Keyword analysis
In general:
•
•
•
•
•
© 2014

Brainstorm a seed list of terms
Expand using research tools
Refine with com...
Keyword analysis
Some Suggested FREE Steps:
•
•
•
•
•
•
•
•
© 2014

Brainstorm !!!
Ubersuggest (http://ubersuggest.org)
Go...
Keyword analysis

• Other tools to consider (paid):
• www.SEMRush.com
• www.wordtracker.com
• www.SpyFu.com (KeywordSmartS...
Keyword analysis
Tips:
• Consider internationalisation
• Mudguard vs Fender !
• “Can anyone recommend…”

© 2014
Hashtags!

© 2014
Today’s agenda
0845

Welcome + aim for today

Scott

0900

Goals and Objectives setting

Ellie

0945

Understanding person...
ALTHOUGH MARKETING MAY
APPEAR TO HAVE CHANGED.
WE FUNDAMENTALLY EXIST
FOR THE SAME REASONS…

www.yourmumux.co.uk
© 2014
© 2014
SO MUCH CHOICE… SO MUCH CONFUSION

www.yourmumux.co.uk
NEW DOESN’T ALWAYS MEAN GREAT
www.yourmumux.co.uk
MAKE THE RIGHT
CHOICE.

© 2014
© 2014
CREATE ONCE,
DISTRIBUTE
EVERYWHERE…

© 2014
…THAT IS RIGHT FOR YOU
70/20/10 – BE AGILE

70% planned, 20% programmatic, 10% purely responsive
© 2014
Content Marketing

© 2014
Content Marketing

what will we talk about?
what format will we produce?
where will we publish it?
when will we do it?
who...
Content Marketing

WHAT THE HELL DO
I TALK ABOUT?

© 2014
Content Marketing

It’s ok – you’re an expert!
© 2014
Content Marketing

…and you can steal (to an extent)
© 2014
Content Marketing
Suggested Steps:
• Start by brainstorming a list of monthly themes
• Brainstorm topics within each theme...
Content Marketing
Theme examples for a B2B software company:
•
•
•
•
•
•
•

Mobile app options
Delivering bespoke software...
Content Marketing

We need a volunteer !!!

© 2014
Content Marketing
Over lunch…
Brainstorm some monthly themes and
topics for your own company or brand.
Prepare to share to...
© 2014
Content Marketing

WHAT THE HELL DO
I TALK ABOUT?

© 2014
Today’s agenda
0845

Welcome + aim for today

Scott

0900

Goals and Objectives setting

Ellie

0945

Understanding person...
Content Marketing

what will we talk about?
what format will we produce?
where will we publish it?
when will we do it?
who...
Content Types & Creation

• What are you going to create?
• How are you going to create it?
• Who is going to create it?
•...
Content Marketing

what will we talk about?
what format will we produce?
where will we publish it?
when will we do it?
who...
Content Hub & Distribution
Now you’ve decided on your content and the
format you would like to use:
• Where will you publi...
Content Hub & Distribution

Our
Website

© 2014

Our
Website
Content Marketing

what will we talk about?
what format will we produce?
where will we publish it?
when will we do it?
who...
Content Planning
Now it’s the ‘when’…
• When will we publish this stuff?
• When will we create it?
(and who..?)
© 2014
Content Calendar

Planning for mud !

© 2014
Mondays

Facebook
Update from company.

Content Calendar

Tuesdays

Twitter
Tweet from company.

Other
Remind colleagues t...
Content Planning

Over coffee,
Try planning for your own company!

© 2014
© 2014
Content Marketing

what will we talk about?
what format will we produce?
where will we publish it?
when will we do it?
who...
Today’s agenda
0845

Welcome + aim for today

Scott

0900

Goals and Objectives setting

Ellie

0945

Understanding person...
Pulling it all together

Pulling it all together
© 2014
Overall approach
What is your overarching ‘vibe’?
- Helpful?
- Approachable?
- Confrontational?!?
- Pick 3 words that desc...
Handling Situations
How do we handle queries?
What do we do if things go wrong?
Who should handle it?
How?

© 2014
Writing the Strategy
•
•
•
•
•

© 2014

Is yours completed?
Will it achieve the goals you set?
Will it really work?
Do you...
Time Management
You need to decide on what time scales you will
do these tasks, and consider who will do them!
•
•
•
•
•

...
What if it doesn’t work?
• Measure against your objectives
• Review what worked and what didn’t
• Adjust and improve
> Whe...
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Effective digital marketing strategies 050314

  1. 1. Welcome IIPSI INTERNATIONAL INSTITUTE FOR PRODUCT AND SERVICE INNOVATION SCOTT CROWTHER KNOWLEDGE TRANSFER SPECIALIST © 2014
  2. 2. Effective Digital Marketing Strategies © 2014
  3. 3. Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
  4. 4. What we do at IIPSI Innovation Programme - Workshops Technology Demonstration Innovation Projects © 2014
  5. 5. Expertise Areas © 2014
  6. 6. Why do we do it? © 2014
  7. 7. So what forms a strategy document? • It is really up to you. • Every company differs. • Find a balance between: and Back of fag packet © 2014 War and peace
  8. 8. Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
  9. 9. Experience Led Innovation Toolkit © 2014
  10. 10. Experience Led Approach + Digital Tools = bigger audience, better engagement, increased business © 2014
  11. 11. Tomorrow’s Headlines What will be the outcome of today’s workshop on your business? 1. What will the resulting achievements look like? 2. What would you like to see has occurred? 3. How would a news journalist report these achievements to the wider world? 4. What does it mean for the press, the trade, your customers, the general public? © 2014
  12. 12. Tomorrow’s Headlines © 2014
  13. 13. Goals and Objectives "80 percent of marketers incorrectly begin with tactics instead of goals." -eMarketer Report 2012 © 2014
  14. 14. Goals What are your marketing goals? (they should align with your company goals !!!) • • • • © 2014 Build a brand? Build a reputation? Develop relationships? Sales results?
  15. 15. Objectives How will you meet your goals? Create some achievable targets that are measurable and align with your company aims. • • • • © 2014 Drive more website traffic? Gaining more business contacts? Don’t overstretch yourself! Make them SMART…
  16. 16. Objectives SMART means: • • • • • © 2014 Specific Measurable Achievable Realistic Time-specific
  17. 17. Goals and Objectives Goal: Grow the business by 10% by expanding into new markets. Objectives: New LinkedIn marketing campaign in France, achieving gross sales of £50,000 by March 2015. © 2014
  18. 18. Goals and Objectives Goal: Become known as thought leaders in logistics sector. Objectives: Have the MD published in 5 major trade publications. Gain 500 followers across Social Media networks. By end March 2015. © 2014
  19. 19. Goals and Objectives Goal: Increase number of summer season paying visitors by 20%. Objectives: By end August 2014, run 1 online discount voucher offer and email marketing campaign to grow the CRM database to 500 people. © 2014
  20. 20. Goals and Objectives Try some goals and objectives for your business and or… © 2014
  21. 21. Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
  22. 22. Personas: understanding your target © 2014
  23. 23. Let’s talk about… • Understanding customers and users. • Not about being a slave to customers’ whims. • Gaining insights which will help you meet your business objectives. • Designing for the experiences and behaviours you hope to create for users of a product or service, or engaging in social media and digital marketing interaction. • We call this: © 2014 Experience Led Innovation
  24. 24. Put yourself in the user’s shoes … now how does your company look? © 2014
  25. 25. Understand the user perspective How many people would push the wrong button for this lift? © 2014
  26. 26. Getting it right… “the user experience is what we care about most” Steve Jobs © 2014
  27. 27. Personas A tool to assist with understanding and effective targeting of specific user groups • • • • © 2014 Allows you to describe a target Persona in some detail Helps you appreciate their perspective Understand how and why they make decisions Behaviours, locations, motivations, other brands of interest
  28. 28. Personas Two main ways to use this tool: 1. Develop speculative profiles • Useful for idea exploration, or quick user perspective questioning 2. Better understanding an existing target market • Build on what you already know, and take this further to gain key insights. Who is your target audience? Personas can be as quick or as involved as you wish – but do be aware of the limitations of the approach you have taken. © 2014
  29. 29. Personas: How to use it • • • • • • • • © 2014 Goal is to describe the target customer as a real person Give them a name and image Age, gender, interests Use situation – when do they buy / use this product? Key information needs Decision making factors Increase personal description for B2C situations, e.g. music, brands Understand decision-making role for B2B situations
  30. 30. Personas: examples © 2014
  31. 31. Personas: examples © 2014
  32. 32. Personas: examples © 2014
  33. 33. Personas: some common mistakes 1. Too much speculation • Imagination is good! But balance with hard market knowledge 2. Stereotypes and assumptions • Beware assuming traditional roles, genders, etc 3. Over-simplifying a market • Lumping everyone together may miss important insights 4. Too much segmentation • © 2014 Look for common behaviour and motivation traits which cut across demographics
  34. 34. Personas worksheet © 2014
  35. 35. Personas worksheet Group exercise • © 2014 Build a persona from what we know Owners of: Volvo V50
  36. 36. Personas worksheet Now in pairs, try the same exercise for your own companies. © 2014
  37. 37. © 2014
  38. 38. Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
  39. 39. Research and Listening © 2014
  40. 40. Why do this? You will get to understand… • • • • Your business Your market Your competitors Your customers …better. © 2014
  41. 41. Research and Listening It improves your insights on… • Market understanding • What conversations are happening? • Brand mentions • Sentiment polarity! • Negative comments • Sales opportunities • Partner development • Product and service development © 2014
  42. 42. Research and Listening Research • Deeper analysis of companies and customers. • Helps you define a Listening Plan. • Infrequent (maybe once a quarter or less) Listening • Fixed plan of places/people to listen to. • Relatively quick review of what is happening now. • Do this regularly (weekly?) © 2014
  43. 43. Research and Listening What are you doing right now? © 2014
  44. 44. Research and Listening 1. Customers - Analyse existing and potential customers.* - Look into their online conversations. - Why do customers do what they do? - Where are your customers? - What are they discussing? - What are their needs? * Remember your personas ? © 2014
  45. 45. Research and Listening 2. Companies - Track your competitors - And your company!!! © 2014
  46. 46. Social Listening But what will we find out? • • • • © 2014 Topics / Themes / Content Sources / Channels for promotion People / Advocates Keywords
  47. 47. Research and Listening Some places to consider: • Your industry webzines, blogs, groups. • Social Media. • Competitors’ websites. © 2014
  48. 48. Research and Listening Some tools to consider: • • • • www.mention.net to monitor your brand. www.opensiteexplorer.org for any site’s inbound links. www.peerindex.com for finding Advocates. www.nod3x.com for finding Advocates. *** © 2014
  49. 49. Sample Listening Plan Who Where (how) Us Mudhugger bikeradar, chopMTB, Moredirt. Twitter, Facebook. (Mention) Competitors Muckynutz Plume Crud Bikeradar, chopMTB, Moredirt Their Websites, Twitter, Facebook, Google+. Customers Jess Stone Richard Clegg Twitter, Facebook, Google+. Potential Advocates Ruth Owen-Evans Website, Twitter, Facebook. © 2014
  50. 50. Keyword analysis Keywords are individual words or phrases that give a broad view on the main concepts being discussed online in articles, blogs, etc. Keywords are a helpful tool when indexing your content and attempting to make it available to a wider audience. © 2014
  51. 51. Keyword analysis Why? • Blog and social media topics • Phrases to include in content • SEO impact (Google rankings!) © 2014
  52. 52. Keyword analysis In general: • • • • • © 2014 Brainstorm a seed list of terms Expand using research tools Refine with competitor research Try them and measure impact! Review in future.
  53. 53. Keyword analysis Some Suggested FREE Steps: • • • • • • • • © 2014 Brainstorm !!! Ubersuggest (http://ubersuggest.org) Google Adwords (adwords.google.com) • Tools > Keyword planner Long Tail Tool • http://www.keywordtooldominator.com/k/google-auto-suggest/ Google Trends (www.google.co.uk/trends/explore) Google search Twitter Review competitor’s sites (Google Adwords again!)
  54. 54. Keyword analysis • Other tools to consider (paid): • www.SEMRush.com • www.wordtracker.com • www.SpyFu.com (KeywordSmartSearch) © 2014
  55. 55. Keyword analysis Tips: • Consider internationalisation • Mudguard vs Fender ! • “Can anyone recommend…” © 2014
  56. 56. Hashtags! © 2014
  57. 57. Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
  58. 58. ALTHOUGH MARKETING MAY APPEAR TO HAVE CHANGED. WE FUNDAMENTALLY EXIST FOR THE SAME REASONS… www.yourmumux.co.uk
  59. 59. © 2014
  60. 60. © 2014
  61. 61. SO MUCH CHOICE… SO MUCH CONFUSION www.yourmumux.co.uk
  62. 62. NEW DOESN’T ALWAYS MEAN GREAT www.yourmumux.co.uk
  63. 63. MAKE THE RIGHT CHOICE. © 2014
  64. 64. © 2014
  65. 65. CREATE ONCE, DISTRIBUTE EVERYWHERE… © 2014 …THAT IS RIGHT FOR YOU
  66. 66. 70/20/10 – BE AGILE 70% planned, 20% programmatic, 10% purely responsive
  67. 67. © 2014
  68. 68. Content Marketing © 2014
  69. 69. Content Marketing what will we talk about? what format will we produce? where will we publish it? when will we do it? who will do it? © 2014
  70. 70. Content Marketing WHAT THE HELL DO I TALK ABOUT? © 2014
  71. 71. Content Marketing It’s ok – you’re an expert! © 2014
  72. 72. Content Marketing …and you can steal (to an extent) © 2014
  73. 73. Content Marketing Suggested Steps: • Start by brainstorming a list of monthly themes • Brainstorm topics within each theme • Your Listening Plan will help inform this! © 2014
  74. 74. Content Marketing Theme examples for a B2B software company: • • • • • • • Mobile app options Delivering bespoke software projects on time and on budget Onshore vs Offshore vs Inhouse staffing Bespoke vs off the shelf software – pros and cons Company vs contractor, which is best? Cultivating quality Technology we like © 2014
  75. 75. Content Marketing We need a volunteer !!! © 2014
  76. 76. Content Marketing Over lunch… Brainstorm some monthly themes and topics for your own company or brand. Prepare to share to the room after lunch! © 2014
  77. 77. © 2014
  78. 78. Content Marketing WHAT THE HELL DO I TALK ABOUT? © 2014
  79. 79. Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
  80. 80. Content Marketing what will we talk about? what format will we produce? where will we publish it? when will we do it? who will do it? © 2014
  81. 81. Content Types & Creation • What are you going to create? • How are you going to create it? • Who is going to create it? • • © 2014 NB1: Will it help you meet your goals? NB2: Remember Social Listening + Personas.
  82. 82. Content Marketing what will we talk about? what format will we produce? where will we publish it? when will we do it? who will do it? © 2014
  83. 83. Content Hub & Distribution Now you’ve decided on your content and the format you would like to use: • Where will you publish to? • Where will you distribute? • • © 2014 NB1: Will it help meet your goals? NB2: Remember Listening + Personas
  84. 84. Content Hub & Distribution Our Website © 2014 Our Website
  85. 85. Content Marketing what will we talk about? what format will we produce? where will we publish it? when will we do it? who will do it? © 2014
  86. 86. Content Planning Now it’s the ‘when’… • When will we publish this stuff? • When will we create it? (and who..?) © 2014
  87. 87. Content Calendar Planning for mud ! © 2014
  88. 88. Mondays Facebook Update from company. Content Calendar Tuesdays Twitter Tweet from company. Other Remind colleagues to retweet and share. Run Listening Plan. Update from company. Tweet from company. Also comment on something newsworthy from an outside source. Source images and infographics for next week. Comment about something newsworthy from an outside source. Unfollow anyone you are following more than 3 months who isn't following you back. Wednesdays Update from company. Tweet from company. Follow 50 new people and any new customers. Remind colleagues to retweet and share. Planning for mud ! Plan next week’s Content Planner. Thursday Update from company. Set up automated Tweets for weekend. #MTBhour 9-10pm Write new posts and edit any video footage for next week’s use. Fridays Update from company. Update to welcome any new customers. Tweet from company. #FF Tweet to welcome any new customers or interesting followers or important targets. Retweet about something newsworthy from 3rd party - fun for weekend. Remind colleagues to retweet and share. React to any posts from others React to any posts from others React to anything mentioning company React to anything mentioning company n/a n/a © 2014 Saturdays Sundays Automate Twitter and Facebook updates for weekend.
  89. 89. Content Planning Over coffee, Try planning for your own company! © 2014
  90. 90. © 2014
  91. 91. Content Marketing what will we talk about? what format will we produce? where will we publish it? when will we do it? who will do it? © 2014
  92. 92. Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
  93. 93. Pulling it all together Pulling it all together © 2014
  94. 94. Overall approach What is your overarching ‘vibe’? - Helpful? - Approachable? - Confrontational?!? - Pick 3 words that describe your approach. - Could relate to your business mission. © 2014
  95. 95. Handling Situations How do we handle queries? What do we do if things go wrong? Who should handle it? How? © 2014
  96. 96. Writing the Strategy • • • • • © 2014 Is yours completed? Will it achieve the goals you set? Will it really work? Do you have enough time to do this? Enough money?
  97. 97. Time Management You need to decide on what time scales you will do these tasks, and consider who will do them! • • • • • Research Email-marketing Social Media updates Review your content calendar? New keyword analysis? © 2014
  98. 98. What if it doesn’t work? • Measure against your objectives • Review what worked and what didn’t • Adjust and improve > When will you do this? © 2014
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