Content Marketing anno 2013
Benjamin Ball – YourCoach BVBA
Wat is
Content Marketing?

2
What is Content Marketing?
“Content marketing is the only marketing left.”
– Seth Godin
• Offering interesting and relevan...
What is Content Marketing? (2)
• Pull Marketing
= You show what you’re good at, and people choose
when and why they make u...
Why
Content Marketing?

5
6
The modern customer…

7
The modern customer
• Is critical and suspicious
• Is sick of and ignores commercial, ‘official’ and
superficial messages
...
A new attitude for companies

Stop shouting and make yourself useful.

9
A new attitude for companies (2)
• Walk your talk
– Authenticity
– Transparancy
– Human stories

• Focus on relationships,...
Metaphor
• Content Marketing is like sowing trees. It
takes a while before it bears fruit, but once
they start blossoming ...
Examples of
Content Marketing

12
Content Marketing avant la lettre

13
Banks
KBC: Het Gat in de Markt
Triodos: Wat wil jij
veranderen?

14
Food & Drinks
Red Bull
- Red Bulletin
Albert Heyn
- Allerhande

15
E-Tail & Retail
Coolblue
- YouTube channel
MediaMarkt
- MediaZine

16
The more technical, the more spectacular
Will it Blend?

DollarShaveClub.com

17
Product Reviews
Koffiediscounter.nl

By the Grape

18
Marketing & Communications
Wijs
- Bart De Waele
Copyblogger

19
And even…
Twinfield
(accountants)

Haunted House Niagara Falls

20
A bit of bragging:
• Blog
• Free & paying e-books
• Events
– YourCoach Café
– Open CoachDag

• SEO-pages (>1000)
• Coachin...
How?

22
Ingredients for success in Content Marketing

• The 7 basic principles
• Strategu: who are you what are you doing it
for?
...
The question on everyone’s mind:
Who specifically will manage your Content
Marketing?
-

24

Time
Expertise
Writing abilit...
Creativitu for everyone
You can’t be Da Vinci every day
• Seek inspiration
• Create in bulk
• Program in advance

25
Hoe?

•
•
•
•
•

26

7 Basic principles
Content media
Form media
Strategy
Praktical planning
The 7 Basic Principles
1. Think like a publisher = document and publish
what you already do
2. It’s not a one-off. Create ...
MATRIX – Content media

About us

News

Events

I was here

Contest

Advertising

Our services

Articles elsewhere

SM upd...
ASSIGNMENT

• Circle the Content Media you already use
• Which 1 medium can you add, or which
existing one can you use mor...
MATRIX – Form Media

Blog

Book

Press

Speak and Teach

Columns

Inspiration

Mailings

Social Media

Whitepapers

Events...
ASSIGNMENT

• Circle the Form Media you already use
• Which 1 medium can you add, or which
existing one can you use more? ...
Practical planning

Strategy

Evaluation

Workflow

Measuring

Publication

Follow-up

32
Content Marketing Strategie
• Vision. Where do I want to take my company?
• Mission. What are my concrete goals for the ne...
ASSIGNMENT
• Write down your strategy – quickly.
• Which points take time? Those need regular
work!
• Formulatie 1 Action ...
Workflow
•
•
•
•

Who’ll do it?
Which resources will be freed up?
When will it be done?
Where will the inspiration/the mat...
Follow-Up

• React oncomments, e-mails, questions…
• Small adaptations
• Guide leads (offer, practical information…)
…

36
Measuring
• Google Analytics
• # Downloads
• # E-mail adresses
• # Comments
• # Likes, Shares, Pins…
• # Checkins (Foursqu...
ASSIGNMENT – What’s your ‘voice’?
• Take a look at your strategy
• How will you communicate?
– To whom?
– Content and form...
Thank you!
Questions?
Benjamin Ball (YourCoach)
www.yourcoach.be
benjamin@yourcoach.be

39
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Content marketing (Benjamin Ball)

  1. 1. Content Marketing anno 2013 Benjamin Ball – YourCoach BVBA
  2. 2. Wat is Content Marketing? 2
  3. 3. What is Content Marketing? “Content marketing is the only marketing left.” – Seth Godin • Offering interesting and relevant information • To a specific focus group • Without immediate Call To Action or sales pitch 3
  4. 4. What is Content Marketing? (2) • Pull Marketing = You show what you’re good at, and people choose when and why they make use of your services • Long term strategy – Campaign (short peak) vs. Expert (gradual increase) • Relationship building • A conversation “Traditional marketing talks AT people. Content marketing talks WITH them.” 4
  5. 5. Why Content Marketing? 5
  6. 6. 6
  7. 7. The modern customer… 7
  8. 8. The modern customer • Is critical and suspicious • Is sick of and ignores commercial, ‘official’ and superficial messages • Seeks online, compares and is an expert himself • Finds references online from peers and from his own network • Loves and trusts authenticity, stories and depth 8
  9. 9. A new attitude for companies Stop shouting and make yourself useful. 9
  10. 10. A new attitude for companies (2) • Walk your talk – Authenticity – Transparancy – Human stories • Focus on relationships, not sales – Interaction – Spread knowledge • Expert in your trade – Know what you’re good at and show it – Don’t compare yourself to others (we’ll do it for you) 10
  11. 11. Metaphor • Content Marketing is like sowing trees. It takes a while before it bears fruit, but once they start blossoming it keeps on coming. • Classical marketing is like sowing crops. Once they’re ripe, you have to harvest them as efficiently as possible and start all over again. -> What will you invest in the coming years? 11
  12. 12. Examples of Content Marketing 12
  13. 13. Content Marketing avant la lettre 13
  14. 14. Banks KBC: Het Gat in de Markt Triodos: Wat wil jij veranderen? 14
  15. 15. Food & Drinks Red Bull - Red Bulletin Albert Heyn - Allerhande 15
  16. 16. E-Tail & Retail Coolblue - YouTube channel MediaMarkt - MediaZine 16
  17. 17. The more technical, the more spectacular Will it Blend? DollarShaveClub.com 17
  18. 18. Product Reviews Koffiediscounter.nl By the Grape 18
  19. 19. Marketing & Communications Wijs - Bart De Waele Copyblogger 19
  20. 20. And even… Twinfield (accountants) Haunted House Niagara Falls 20
  21. 21. A bit of bragging: • Blog • Free & paying e-books • Events – YourCoach Café – Open CoachDag • SEO-pages (>1000) • Coaching portal 21
  22. 22. How? 22
  23. 23. Ingredients for success in Content Marketing • The 7 basic principles • Strategu: who are you what are you doing it for? • Content: what will you talk about? • Form: how will you bring it? • Praktical: who does it, where and when? 23
  24. 24. The question on everyone’s mind: Who specifically will manage your Content Marketing? - 24 Time Expertise Writing ability Marketing knowledge
  25. 25. Creativitu for everyone You can’t be Da Vinci every day • Seek inspiration • Create in bulk • Program in advance 25
  26. 26. Hoe? • • • • • 26 7 Basic principles Content media Form media Strategy Praktical planning
  27. 27. The 7 Basic Principles 1. Think like a publisher = document and publish what you already do 2. It’s not a one-off. Create a workflow 3. It’s not about you. Be useful and relevant 4. Do something that others don’t do 5. Be independent and credible 6. Don’t try to ‘convert’ 7. Use good titles 27
  28. 28. MATRIX – Content media About us News Events I was here Contest Advertising Our services Articles elsewhere SM updates Downloads Book wisdom Cases & Testimonials From around here Personal From the media Series Quotes Did you know… The Making of… Behind the scenes Tips & Advice Help Realisations Poll 28 Website Time snap Crowdsourcing …
  29. 29. ASSIGNMENT • Circle the Content Media you already use • Which 1 medium can you add, or which existing one can you use more? Frame it. 29
  30. 30. MATRIX – Form Media Blog Book Press Speak and Teach Columns Inspiration Mailings Social Media Whitepapers Events Video Magazines Apps Webinars … 30
  31. 31. ASSIGNMENT • Circle the Form Media you already use • Which 1 medium can you add, or which existing one can you use more? Frame it. 31
  32. 32. Practical planning Strategy Evaluation Workflow Measuring Publication Follow-up 32
  33. 33. Content Marketing Strategie • Vision. Where do I want to take my company? • Mission. What are my concrete goals for the next 5 years? Conversion. What can others do to help me with that in the near future? • Focus group. Who can help me? Who needs me? • Content. What is valuable to them? • Expertise and USP. What can I offer that matches that, and that others don’t do as well (yet)? • Execution. How and when and where? Platforms, frequency, style, tone… • Reporting. How will I measure the effect of my actions? 33
  34. 34. ASSIGNMENT • Write down your strategy – quickly. • Which points take time? Those need regular work! • Formulatie 1 Action Point for tomorrow (strategic expansion/practical todo) 34
  35. 35. Workflow • • • • Who’ll do it? Which resources will be freed up? When will it be done? Where will the inspiration/the material come from? • On what platforms? … TIP: Add 1 new platform at a time. 35
  36. 36. Follow-Up • React oncomments, e-mails, questions… • Small adaptations • Guide leads (offer, practical information…) … 36
  37. 37. Measuring • Google Analytics • # Downloads • # E-mail adresses • # Comments • # Likes, Shares, Pins… • # Checkins (Foursquare) • # Quote/Sale/Enrollment … 37
  38. 38. ASSIGNMENT – What’s your ‘voice’? • Take a look at your strategy • How will you communicate? – To whom? – Content and form media – Where – When –… • Formulate some concrete ideas and pass along. 38
  39. 39. Thank you! Questions? Benjamin Ball (YourCoach) www.yourcoach.be benjamin@yourcoach.be 39

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