Content marketing in a
corporate context
Workshop - January 23, 2014
Stockholm, Sweden
The agenda
•
•
•
•
•

Introduction to content marketing
Case: KW Digital newsletter
9 steps to get started
Workshop: What ...
WHAT IS
CONTENT MARKETING?
Content marketing
”Marketing through editorial content
that the target group find educative,
helpful or/and entertaining”
...
What is the goal and gain?
Thought leadership
The trusted, expert resource in your niche wherever your
stakeholders are on...
The numbers
• 9 of 10 customers use online to make buying
decisions
• 60-80% of the research is made before asking
for our...
What we know about our online target groups
• Online users are active and restless
• They pay with their time and attentio...
We need to stop broadcasting and give them what they
want: Content that educates or/and entertains.
Are we
educating and adding value or broadcasting?
Broadcasting and bragging
Educating and adding value
Adding value and education AND bragging
Note that the most clicked on links are
directly to the corporate website and not
...
What is good educating content online?
•
•
•
•
•
•
•

Adds value
Objective and credible
Makes the reader feel smart (more ...
Examples
Discuss
• Do you educate or broadcast?
What are the steps to take?
1.
2.
3.
4.
5.
6.
7.
8.
9.

Executive and sales buy in
Define audience
Find your stories and e...
What is stopping you from succeeding?
•
•
•
•
•

No one to produce the content
Not enough time
Not reaching the audience
N...
What is stopping you from succeeding?

• No one to produce the content
•
•
•
•
•

Not enough time
Not reaching the audienc...
Roles needed
Distributors

Content owners
Strategist

Curators

Editors

Site managers

Social media
managers

Content
pro...
Discuss
• How many of these roles can be filled by existing
employees at your company?
• What roles are most important?
What is stopping you from succeeding?
• No one to produce the content

• Not enough time
• Not reaching the audience
• Not...
Discuss
• What online and offline content is already being
produced? What can be re-used, re-shaped, spin-offed?
What is stopping you from succeeding?
• No one to produce the content
• Not enough time

• Not reaching the audience
• Not...
Discuss
• How can you reach your audience with existing online
channels?
• What other types of owned, bought or co-created...
What is stopping you from succeeding?
• No one to produce the content
• Not enough time
• Not reaching the audience

• Not...
Engagement is king
Discuss
• What has been your most successful
news/video/story/piece of content 2013?
• How did it differ from other conten...
What is stopping you from succeeding?
•
•
•
•

No one to produce the content
Not enough time
Not reaching the audience
Not...
Not enough budget
Discuss
• What would you do with an unlimited marketing budget?
What’s up in 2014?
•
•
•
•
•
•
•

Content marketingis growing fast
New roles and job titles
New editorial products
Video a...
Questions?
• Joakim Arhammar

joakim.arhammar@kw-digital.com
0761-09 05 44

• Sara Hernandez

sara.hernandez@kw-digital.co...
Workshop: Content marketing in a corporate context - 2014
Workshop: Content marketing in a corporate context - 2014
Workshop: Content marketing in a corporate context - 2014
Workshop: Content marketing in a corporate context - 2014
Workshop: Content marketing in a corporate context - 2014
Workshop: Content marketing in a corporate context - 2014
Workshop: Content marketing in a corporate context - 2014
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Workshop: Content marketing in a corporate context - 2014

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This workshop about content marketing in a digital corporate communication context was held during the KWD Webranking event. Workshop leaders from KW Digital were Joakim Arhammar, Content Strategist and Sara Hernandez, Client Director

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Workshop: Content marketing in a corporate context - 2014

  1. 1. Content marketing in a corporate context Workshop - January 23, 2014 Stockholm, Sweden
  2. 2. The agenda • • • • • Introduction to content marketing Case: KW Digital newsletter 9 steps to get started Workshop: What is stopping you from succeeding? Final thoughts and questions
  3. 3. WHAT IS CONTENT MARKETING?
  4. 4. Content marketing ”Marketing through editorial content that the target group find educative, helpful or/and entertaining” ”Building relationships using valuable content” ”Content marketing is storytelling”
  5. 5. What is the goal and gain? Thought leadership The trusted, expert resource in your niche wherever your stakeholders are online Top of mind SEO and always present ROI Cost-efficient communication, platform for crisis communication, reduce time of sale cycle, increase price margins, loyal stakeholders
  6. 6. The numbers • 9 of 10 customers use online to make buying decisions • 60-80% of the research is made before asking for our (the selling side) help • 93% of american B2B companies use content marketing • 73% will produce more content in 2014 than the year before • 30% of the marketing budget is used to create content • 13 marketing channels are used in average Source: B2B Content Marketing: 2014 Benchmarks, Budgets and Trends--North America
  7. 7. What we know about our online target groups • Online users are active and restless • They pay with their time and attention • They want to be entertained or educated
  8. 8. We need to stop broadcasting and give them what they want: Content that educates or/and entertains.
  9. 9. Are we educating and adding value or broadcasting?
  10. 10. Broadcasting and bragging
  11. 11. Educating and adding value
  12. 12. Adding value and education AND bragging Note that the most clicked on links are directly to the corporate website and not to our article. The educational value for the reader is to see the final product.
  13. 13. What is good educating content online? • • • • • • • Adds value Objective and credible Makes the reader feel smart (more likely to share) Puts the subject in a bigger context Entertaining Saveable and shareable Easy to digest
  14. 14. Examples
  15. 15. Discuss • Do you educate or broadcast?
  16. 16. What are the steps to take? 1. 2. 3. 4. 5. 6. 7. 8. 9. Executive and sales buy in Define audience Find your stories and expertise Organize the crew Types of content Editorial calendar Distribution strategy Develop channels Measure
  17. 17. What is stopping you from succeeding? • • • • • No one to produce the content Not enough time Not reaching the audience Not engaging the audience Not enough budget
  18. 18. What is stopping you from succeeding? • No one to produce the content • • • • • Not enough time Not reaching the audience Not engaging the audience Too large or too small niche Not enough budget
  19. 19. Roles needed Distributors Content owners Strategist Curators Editors Site managers Social media managers Content providers Producers Analytics
  20. 20. Discuss • How many of these roles can be filled by existing employees at your company? • What roles are most important?
  21. 21. What is stopping you from succeeding? • No one to produce the content • Not enough time • Not reaching the audience • Not engaging the audience • Not enough budget
  22. 22. Discuss • What online and offline content is already being produced? What can be re-used, re-shaped, spin-offed?
  23. 23. What is stopping you from succeeding? • No one to produce the content • Not enough time • Not reaching the audience • Not engaging the audience • Not enough budget
  24. 24. Discuss • How can you reach your audience with existing online channels? • What other types of owned, bought or co-created channels or distribution methods can be used?
  25. 25. What is stopping you from succeeding? • No one to produce the content • Not enough time • Not reaching the audience • Not engaging the audience • Not enough budget
  26. 26. Engagement is king
  27. 27. Discuss • What has been your most successful news/video/story/piece of content 2013? • How did it differ from other content?
  28. 28. What is stopping you from succeeding? • • • • No one to produce the content Not enough time Not reaching the audience Not engaging the audience • Not enough budget
  29. 29. Not enough budget
  30. 30. Discuss • What would you do with an unlimited marketing budget?
  31. 31. What’s up in 2014? • • • • • • • Content marketingis growing fast New roles and job titles New editorial products Video and visuality Mobile Measure your results Smarter ads
  32. 32. Questions? • Joakim Arhammar joakim.arhammar@kw-digital.com 0761-09 05 44 • Sara Hernandez sara.hernandez@kw-digital.com 0761-09 05 06 kw-digital.com slideshare.net/kwdigital/ twitter.com/kwdigital linkedin.com/company/kw-digital facebook.com/kwdigital
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