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Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
Content marketing finland
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Content marketing finland

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My Presentation on Content Marketing in Helsinki in january 2014.

My Presentation on Content Marketing in Helsinki in january 2014.

Published in: Business, Technology
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  • Content Marketing
  • Transcript

    • 1. Content Marketing 28 January 2013 Alexander Mason Marketing Director Cision Nordics
    • 2. Who am I?  15+ years in communication  Board member of AMEC for three years  Jury member of SPINN six years  I am a thought provider not a thought leader! 2 2
    • 3. Some basic Online Visibility Section Divider
    • 4. Where do you want the traffic?
    • 5. Content Marketing Section Divider
    • 6. What is Content Marketing? ―Content marketing is the publication of material designed to promote a brand, usually through a more oblique and subtle approach than that of traditional push advertising. The essence of good content marketing is that it offers something the viewer wants, such as information or entertainment. Content marketing can take a lot of different forms, including YouTube videos, blog posts and articles. It shouldn’t really seem like marketing — in some cases, in fact, it should only be identifiable as marketing because the advertiser is identified as the content provider.‖ Source: www.whatis.techterms.com
    • 7. Companies are acting as media companies
    • 8. Traditional media reach more people than ever!
    • 9. Media need new revenue streams - traffic
    • 10. Content Marketing: How it works Blog post written by The Guardian Amplified organic content on sites in the network. Now there are Candy Crush socks The Guardian
    • 11. Client case: Happy Socks  The Guardian posted a blog post about an external design collaboration  Using Cision’s Content Marketing service, Happy Socks were able to amplify this post gaining 13,5 M impressions and driving 6.000 people to the article.
    • 12. Reflection from the campaign If you want to measure your campaign you should drive traffic to a site that you can measure Importance of headline and pictures – think 10 headlines and 4 - 6 pictures! Brand awareness and opinion you should use earned media To sell services you should drive traffic to a site you own
    • 13. Why do companies/organisations use CM?
    • 14. The Service Section Divider
    • 15. Country Breakdown Monthly Page Views UNITED STATES >11 000 000 000 UNITED KINGDOM >1 200 000 000 GERMANY >80 000 000 SWEDEN >55 000 000 NORWAY >26 000 000 DENMARK >20 000 000 FINLAND >17 000 000
    • 16. Column2 Column4 Country Breakdown UNITED STATES UNITED KINGDOM CANADA FRANCE AUSTRALIA ISRAEL INDIA PHILLIPINES BRAZIL GERMANY ITALY IRELAND SOUTH AFRICA SINGAPORE SWEDEN NETHERLANDS, THE MALAYSIA SPAIN PUERTO RICO MEXICO NEW ZEALAND BELGIUM JAPAN SWITZERLAND NORWAY INDONESIA UNITED ARAB EMIRATES HONG KONG DENMARK POLAND THAILAND CHINA TURKEY FINLAND KOREA, REPUBLIC OF PORTUGAL GREECE Monthly Page Views 11 896 017 849 1 119 482 298 659 637 842 344 603 632 243 428 261 128 027 602 111 724 461 95 421 321 91 105 784 84 392 726 59 938 016 56 901 156 55 942 148 54 183 966 53 864 297 53 224 958 44 913 553 37 880 826 37 720 991 36 442 314 34 843 966 31 167 768 29 729 256 27 971 074 26 532 562 25 413 719 22 696 529 21 098 182 20 778 512 19 340 000 18 380 991 18 221 157 18 061 322 17 581 818 16 782 644 16 143 306 15 823 636
    • 17. Customer Cases Section Divider
    • 18. Facts about day one:  We maxed out our traffic in 1,5 hour – 350 visitors  The story appered on 1 271 sites  We got traffic from 103 sites
    • 19. Our core markets!
    • 20. Client case: Organization  A Swedish organization wanted to try a new way to reach out with its message!  The Swedish organization used Cision Content Marketing network to amplify and drive traffic to a video they had created.  Before amplifying the story through Cision network the video had gotten less than 10 views. Within six hours of posting a link to the video they had driven more than 3.700 visitors to the site which had resulted in more than 800 views of the film.  The organization also got nearly 8.5 million impressions for their story  Top three traffic sites where Dailey Mail, The Huffington Post and The Times!
    • 21. ”When is it time to start a strike” – 0,06% CTR ”Swedish union strikes back online” – 0,70% CTR Remember to have 10 headlines and 4 – 6 pictures! 30 30
    • 22. 32 32
    • 23. 33 33
    • 24. 34 34
    • 25.  Create  Publish  Amplify  Spinn/PR  Add to the story!
    • 26. Q&A? Section Divider

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