Content marketing april 2013

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Magnus Thells presentation om content marketing 24 april 2013

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  • What is Content Marketing?: CM is the creation & sharing of content - think of old school print advertorials now amplified by the social web
  • Content Marketing
  • Bilder växer snabbt
  • Bilder växer snabbt
  • Bilder växer snabbt
  • Bilder växer snabbt
  • Bilder växer snabbt
  • Bilder växer snabbt
  • Close with life cycle chart
  • Content marketing april 2013

    1. 1. Content MarketingMagnus Thell, VD Cision NordenStockholm 24 april 2013
    2. 2. Definition
    3. 3. Source: Content Marketing InstituteContent marketing is a marketing technique of creatingand distributing relevant and valuable content to attract,acquire, and engage a clearly defined and understoodtarget audience – with the objective of driving profitablecustomer action.Innehållsmarknadsföring innebär att utveckla och delarelevant, värdefullt och engagerande material med dinmålgrupp i syfte att skaffa nya kunder eller ökaförsäljningen till befintliga kunder. DVS, skapa innehållsom driver trafik & ökar din försäljningDefinition: Content Marketing
    4. 4. Content Marketing is Nothing New
    5. 5. Paid – Earned – Owned
    6. 6. Fyra PR-konsulter per journalist…
    7. 7. Fyra PR konsullter per journalist…Source: Resumé
    8. 8. 50000550006000065000700007500080000850009000095000Aug Sept OctMentions of Content Marketing on the Web – Q32012Content Marketing Hype or Reality?
    9. 9. Wake up call for PR?
    10. 10. Varför nu?
    11. 11. Why NOW?200 milliontweets per dayLink authority amongst 15billion Web pagesmillions of dailyposts on forumsand social sites3.3 billion U.S.page views permonth1.64 billion postsdiscussing brandsin the U.S. eachyearGraphic courtesy Simon Cockell via Flickr- Online behavior is in place- Algorithms and math/Big Data- Ability to track & measure
    12. 12. Source: The New YorkTimes“The heightened competition [for GoogleAdWords] has driven up the pricesfor keywords and made it harder forsmall companies…”
    13. 13. Price Per Click on Google
    14. 14. Content Marketing Spend Currently, marketers dedicate approximately 25% of their totalbudgets to content marketing initiativesContentMarketingAll otherMarketingIncreaseSpendAll othersSource: Content Marketing Institute 60% report that they plan to increase their spend on contentmarketing over the next 12 months.
    15. 15. Content Marketers’Top Goals0% 10% 20% 30% 40% 50% 60% 70%Thought LeadershipEngagementWebsite TrafficCustomer RetentionLead GenerationCustomer AcquisitionBrand AwarenessSource: Content Marketing Institute
    16. 16. Hur?
    17. 17. Content Marketing
    18. 18. From awareness to buy
    19. 19. Networks
    20. 20. Networks
    21. 21. Branded Content on News Websites & Blogs
    22. 22. Exempel
    23. 23. Blog
    24. 24. Facebook
    25. 25. Twitter
    26. 26. Instagram
    27. 27. Pinterest
    28. 28. Online TV
    29. 29. Red Bull
    30. 30. Colgate Palmolive
    31. 31. American Express“These partnerships allow us to create memorable experiences for our Cardmembers; through our content use,we are able to scale out that experience to prospective and current customers and ultimately exposing more people toour brand and driving consideration.”
    32. 32. Procter & Gamble
    33. 33. Sears
    34. 34. Verizon
    35. 35. Att tänka på
    36. 36. What to consider Non interruptive — Doesn’t interrupt the user flow and fitsseamlessly into the experience In Stream and Contextual — Complements, rather than competeswith, the content around it Preserves Trust — Engenders trust by delivering value as opposedto employing deceptive marketing tricks Maintains Brand Integrity — Takes the long view to craft andcommunicate a brand’s story authentically Adds Value — Supplements the experience by either entertaining,informing or engagingSource: Solve Media
    37. 37. Cision & CM
    38. 38. Social Media Newsroom
    39. 39. Set Your GoalsCreate(content marketing)Amplify(social Media)Monitor(social Media)AnalyzeSocial media &Website
    40. 40. Cision Content Marketing:Content Amplification in CisionPoint Testing partners withclients now Third sprint in progress beta launch in Q2
    41. 41. Tips
    42. 42. 10 Tips från Cision
    43. 43. Contact informationMagnus ThellManaging Director Cision NordicsE-mail: magnus.thell@cision.comMobile: +46 (708) 950 822IM (Google Talk): magnusthellFull contact info at LinkedInTwitter: @magnus_thell(www.twitter.com/magnus thell)http://pinterest.com/magthe/www.cisionwire.sewww.cision.se

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