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Welcome	                                            •  On	  the	  following	  slides,	  we’d	  like	  to	                 ...
NetPress	  Content	  Marke.ng	  Process	  22.06.12	           ©	  NetPress	  GmbH	  &	  Co.	  KG	     3	  
What	  is	  Content	  Marke.ng?	  Content	  Marke.ng	  basically	  consists	  of	  several	  areas:	                      ...
Content	  Marke.ng	  creates...	                                             •       Presence	  &	  awareness	  on	  the	 ...
Content	  Genera.on	  •  Customers	  should	  be	  incited	  to	     purchase	  by	  informa+ve	  content	  •  Ergo:	  Con...
Content	  Container	  	                                                Container	                                         ...
Public	  Rela.ons	  •     Tradi.onal	  PR	           –     Press	  releases	           –     Newsle_er	           –     Ar...
Social	  Media	                                             •  Distribu.on	  of	  the	  content	  via	  social	           ...
Lead	  Genera.on	  •           The	  content	  is	  a	  means	  to	  a	  goal:	  the	              company	  gets	  the	  ...
Marke.ng	  Automa.on	                                             •  Targeted	  and	  automated	  processing	             ...
SEO	  /	  SEM	  •     Specialized	  account	  teams	  •     Business	  strategy	  	  •     Diagnos.c	  tools	  •     Targe...
Design	  Services	                                                •  Iden.ty	  &	  branding	                              ...
Video	  Services	  •  Corporate	  Videos	           –  Company	  presenta.on	           –  Launch	  events	  •  Product	  ...
Approach	                                            •       Analysis	  of	  current	  situa.on	                          ...
Cost	  Model	   •  Modular	  approach	   •  Flexible	  packages	   •  Long-­‐term	  partnership	   •  Complete	  or	  proj...
REFERENCES	  22.06.12	            ©	  NetPress	  GmbH	  &	  Co.	  KG	     17	  
CeBIT	  /	  Compendium	  •  Interviews	  at	  CeBIT	          –  Eight	  journalists	  in	  two	  days	          –  Channe...
Expansion	  in	  Europe	  Campaign	  support	  •     Sponsorship	  of	  tennis	  stars	           –  Sabine	  Lisicki,	  F...
Market	  entry	  since	  2011	  Building	  up	  press	  office	  within	  a	  month	  •     Defini.on	  of	  important	  key	...
Investor	  communica.on	                                             Strengthening	  brand	  awareness	                   ...
Customers	  &	  references	  22.06.12	         ©	  NetPress	  GmbH	  &	  Co.	  KG	     22	  
NPAN	  (NetPress	  Agency	  Network) 	  	                                                                              Mos...
The	  management	  team	                                                                                                  ...
Kontakt	           Achim	  B.	  C.	  Karpf	                                                                       NetPress...
MANY	  THANKS!	  22.06.12	     ©	  NetPress	  GmbH	  &	  Co.	  KG	          26	  
NetPress Content Marketing & Lead Management Strategie
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NetPress Content Marketing & Lead Management Strategie

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NetPress (http://www.netpress.de) Content Marketing’s strategies and solutions enable you to enhance your company’s visibility and increase your target group’s awareness of your company as regards specific topics.

To this end, we can develop an optimized content market strategy for your organization and help you roll it out in a manner that will clearly indicate to potential customers that you’re responsive to their needs and have the wherewithal to provide solutions that will meet those needs.

Thus NetPress Content Marketing provides your marketing teams with direct support and helps to ramp up your sales.

Since its founding a decade ago, NetPress Content Marketing (which is headquartered in Karpf, Germany) has shifted its focus from corporate communication to content marketing, for which we offer a broad range of solutions and strategies.

Apart from providing suitable solutions and strategies, on request we can also assist with content generation, generation and monitoring, as well as lead management.

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Transcript of "NetPress Content Marketing & Lead Management Strategie"

  1. 1. NetPress  Content  Marke.ng   The  MoreSuccessMarke.ng  22.06.12   ©  NetPress  GmbH  &  Co.  KG   1  
  2. 2. Welcome   •  On  the  following  slides,  we’d  like  to   present  our   content  marke+ng  approach   •  Content  marke.ng  is  simply:  Ad-­‐ free,  solu.ons-­‐oriented  provisioning   and  distribu.ng  of  informa.on  for   marke.ng  purposes   •  In  short:  Be  your  own  publisher  and   win  or  retain  customers  with  your   knowledgeable  content   •  Let’s  begin  with  a  more  detailed   explana.on  of  content  marke.ng   and  its  advantages   Let‘s  get  started…!  22.06.12   ©  NetPress  GmbH  &  Co.  KG   2  
  3. 3. NetPress  Content  Marke.ng  Process  22.06.12   ©  NetPress  GmbH  &  Co.  KG   3  
  4. 4. What  is  Content  Marke.ng?  Content  Marke.ng  basically  consists  of  several  areas:   Content  •  Content  Genera.on:  Crea.ng   Genera.on   content  •  Public  Rela.ons:  Press  and  Public   Rela.ons   Marke.ng   Public  •  Social  Media:  Using  Social  Media   Rela.on   Automa.on  •  Lead  Genera.on:  Generate  direct   sales  opportuni.es   Content  •  Marke.ng  Automa.on:  SoYware   Marke.ng   based  support  especially  for  Lead   Genera.on     Lead   Social     Genera.on   Media   Fasten  your  seatbelts...  22.06.12   ©  NetPress  GmbH  &  Co.  KG   4  
  5. 5. Content  Marke.ng  creates...   •  Presence  &  awareness  on  the  internet   and  in  other  media   •  Communicated  exper.se  in  mission-­‐ related  segments   •  Influencer  rela.onship   •  Providing  content  and  news   •  Dialogue  (!)   •  Increased  number  of  leads   •  Be_er  qualified  leads   •  FINAL  RESULT:  Increase  in  sales         We‘re  going  to  have  a  spot  landing!  22.06.12   ©  NetPress  GmbH  &  Co.  KG   5  
  6. 6. Content  Genera.on  •  Customers  should  be  incited  to   purchase  by  informa+ve  content  •  Ergo:  Content  must  be  valuable,   sustainable  and  of  high  quality  •  Content  can  be:   –  Ar.cles  for  publica.ons   –  Case  Studies  &  White  Papers   –  Comments  in  Social  Media  Portals   –  Videos,  webcasts  and  podcasts   –  Mobile  Content         Create!  22.06.12   ©  NetPress  GmbH  &  Co.  KG   6  
  7. 7. Content  Container     Container   •  Website  (primary  source)   •  Social  Networks  (B2B/B2C)   •  Informa.on  portals   •  Blogs,  forums,  wikis   Objects   •  Online  and  print  newsle_ers   •  Webcast,  webinars,  demos,  videos   •  White  papers,  case  studies   •  Ar.cles,  posts,  press  releases   •  Presenta.ons   •  Events     Just  publish!  22.06.12   ©  NetPress  GmbH  &  Co.  KG   7  
  8. 8. Public  Rela.ons  •  Tradi.onal  PR   –  Press  releases   –  Newsle_er   –  Ar.cles   –  Case  Studies  •  Media  Rela.ons   –  Contacts  with  journalists   –  Press  tours   –  Interviews   –  Trade  shows  •  Storylines  •  Customized  distribu.on  lists  •  Use  of  high-­‐quality  news  services  •  Comprehensive  evalua.on  &  monitoring   Research,  develop,  tell!  22.06.12   ©  NetPress  GmbH  &  Co.  KG   8  
  9. 9. Social  Media   •  Distribu.on  of  the  content  via  social   media  channels   •  Social  media  channels  are  monitored  –   customer  team  or  NetPress  respond  to   comments  in  a  focused,  transparent   and  informa.ve  way   •  A  small  choice  of  poten.al  channels:   Twi_er,  blogs,  Flickr,  social   communi.es,  XING,  LinkedIn   Listen  and  talk  to  your  clients.  22.06.12   ©  NetPress  GmbH  &  Co.  KG   9  
  10. 10. Lead  Genera.on  •  The  content  is  a  means  to  a  goal:  the   company  gets  the  contact  details,  the   rights  and  the  interests  of  customers   and  prospects  -­‐  the  lead  is  created  •  Via  enrichment  (lead  nurturing),   companies  can  enhance  these  customer   rela.onships  through  addi.onal  content   (e.g.:  white  paper  with  registra.on)  •  Lead  Genera.on  Campaigns  with   sophis.cates  Methods  based  on   Adwords,  Landingpages  and  Keywords  •  With  lead  management  the  targeted   leads  are  processed,  qualified  and   forwarded     Use  the  interest  in  your  knowledge.     22.06.12   ©  NetPress  GmbH  &  Co.  KG   10  
  11. 11. Marke.ng  Automa.on   •  Targeted  and  automated  processing   of  leads   •  Enrichment  of  leads  through   requalifica.on  and  involvement  in   campaigns   •  Monitoring,  enrichment  and   evalua.ng  is  complex   •  NetPress  operates  soYware  solu.ons   that  automate  the  processes   Get  the  most  out  of  it.    22.06.12   ©  NetPress  GmbH  &  Co.  KG   11  
  12. 12. SEO  /  SEM  •  Specialized  account  teams  •  Business  strategy    •  Diagnos.c  tools  •  Targeted  implementa.ons  •  Robust  execu.on  capabili.es  •  Aggressive  op.miza.on  •  Account  micro-­‐management  •  Keyword-­‐level  bid  management  •  Deep  data  integra.on  •  Keyword  op.miza.on  •  Crea.ve  op.miza.on  22.06.12   ©  NetPress  GmbH  &  Co.  KG   12  
  13. 13. Design  Services   •  Iden.ty  &  branding   design     •  Business  design   –  Company  brochures   –  Business  documenta.on   –  Professional  presenta.ons   •  Power  point   •  Documents   –  Datasheets   •  Website  design   –  Webpages   –  Landing  pages  22.06.12   ©  NetPress  GmbH  &  Co.  KG   13  
  14. 14. Video  Services  •  Corporate  Videos   –  Company  presenta.on   –  Launch  events  •  Product  Videos   –  Explaining  products     –  Demonstra.ng  services   –  Presen.ng  complex  solu.ons  •  Event  Videos   –  Trade  fair  appearance   –  Key  note  recordings   –  Speech  shots  22.06.12   ©  NetPress  GmbH  &  Co.  KG   14  
  15. 15. Approach   •  Analysis  of  current  situa.on   –  Marke.ng  strategy   –  Performance  and  awareness   –  Exis.ng  content   •  Target  Defini.on   –  Awareness  genera.on   –  Brand  building   –  Lead  genera.on   •  Content  Marke.ng  Strategy   –  Project  plan,  ac.vi.es,  resource   planning   –  Milestones,  quality  gates   •  Implementa.on   •  Monitoring,  repor.ng  and   evalua.on   LiD  off!  22.06.12   ©  NetPress  GmbH  &  Co.  KG   15  
  16. 16. Cost  Model   •  Modular  approach   •  Flexible  packages   •  Long-­‐term  partnership   •  Complete  or  project  team     •  Quality  Gates  QG  ®  (measuring  points)   and  Quality  Keys  ®  QK  (measure)   ensure  success   •  Retainer  and  project  basis   •  Full  transparency  and  control   •  Comprehensive  reports   –  In  the  print  environment   –  In  the  online  environment   –  The  website  environment    22.06.12   ©  NetPress  GmbH  &  Co.  KG   16  
  17. 17. REFERENCES  22.06.12   ©  NetPress  GmbH  &  Co.  KG   17  
  18. 18. CeBIT  /  Compendium  •  Interviews  at  CeBIT   –  Eight  journalists  in  two  days   –  Channel  and  on-­‐line  publica.ons,  trade  magazines   and  press  media   –  More  than  40  clippings  in  the  media   –  Strengthening  the  Media  Rela.ons  •  SME  Studio  TV  show   –  15  minutes  live  show  at  CeBIT   Kom März pend –  Pos.ng  on  YouTube  and  other  channels   201 2 | ium www .wys e.de –  About  400  par.cipants  have  seen  post   –  Further  use  for  other  ac.vi.es  •  Wyse  CeBIT  Compendium   Clou Com d Clien –  Compendium  with  48  pages   puti t –  Four  manufacturers  and  three  partners   ng. –  Distributed  over  500  compendia  on  CeBIT   –  Sales  medium  for  Wyse  /  their  partners  •  One  Minute  Pitch   –  Short  presenta.on  of  Wyse   –  Publica.on  in  more  than  20  online  publica.ons  22.06.12   ©  NetPress  GmbH  &  Co.  KG   18  
  19. 19. Expansion  in  Europe  Campaign  support  •  Sponsorship  of  tennis  stars   –  Sabine  Lisicki,  Florian  Mayer,  Philipp   Kohlschreiber   –  Star  video  with  Sabine  Lisicki  •  Opening  of  three  stores   –  Berlin,  Hamburg,  Graz   –  Opening  Ceremony  •  Wildcard  -­‐  ready  for  recall   –  Youth  Development   –  Point  Tennis  Academy  •  Tournament  Sponsorship   –  regional  event   –  Interna.onal  tournaments  22.06.12   ©  NetPress  GmbH  &  Co.  KG   19  
  20. 20. Market  entry  since  2011  Building  up  press  office  within  a  month  •  Defini.on  of  important  key  messages  •  Building  core  distribu.on  and  editorial  calendar  •  Produc.on  of  relevant  press  materials  (corporate   backgrounder,  press  kit,  etc.)  •  Shipping  first  press  releases  •  180  editorial  appointments  within  six  weeks  Press  Tour  •  Six  journalists  in  two  days  •  Technical,  business  and  online  publica.ons  •  Build  and  strengthen  the  Media  Rela.ons  Interna.onal  expansion  •  Iden.fica.on  of  suitable  partners  in  PR,  Frank  Eich,   Italy,  UK  and  Turkey  •  Establishment  of  an  interna.onal  messaging   system  and  SharePoint  22.06.12   ©  NetPress  GmbH  &  Co.  KG   20  
  21. 21. Investor  communica.on   Strengthening  brand  awareness   •  Reputa.on  by  developing  a  con.nuous  increase  in   background  noise   •  Locally,  regionally,  na.onally   From  reputa.on  management  to  effec.vely   communicate  product   •  Defini.on  of  product  key  messages   •  Implementa.on  of  two  press  tours   •  CEO  posi.on   Con.nuous  power  plant  communica.on   •  Campaign  around  the  Munich  plant  Prater   •  Success  stories  to  comple.on  of  PV  and  wind   systems   Use  of  digital  communica.on   •  Product  Videos   •  Videos  about  the  structure  of  different  power  plants  22.06.12   ©  NetPress  GmbH  &  Co.  KG   21  
  22. 22. Customers  &  references  22.06.12   ©  NetPress  GmbH  &  Co.  KG   22  
  23. 23. NPAN  (NetPress  Agency  Network)     Moscow   Belgrade   Munich   Kiev   Toronto   Vienna   Zurich   Bukarest   Budapest     Silicon  Valley   Rom   London   Prague     Amsterdam   Warsaw  •  Fast  growing  •  2012   •  APAC     •  Africa     •  South  America     22.06.12   ©  NetPress  GmbH  &  Co.  KG   23  
  24. 24. The  management  team   Stefan  Karl   Stefan  Wild  Achim  B.C.  Karpf   •  Achim  B.C.  Karpf  has  established  the   •  Stefan  G.  Karl  works  as  a  marke.ng   •  Stephan  Wild  is  the  owner  of  Wild  Media   NetPress  GmbH  &  Co.  KG  2002  and  is   specialist  at  NetPress  Content  Marke.ng.   Consul.ng  and  works  as  business   responsible  A  Content  Marke.ng   He  is  responsible  for  strategic  and   development  specialist  at  NetPress   Specialist  for  the  areas  of  content   opera.onal  account  management  in  the   Content  Marke.ng.  He‘s  a  widely   marke.ng,  social  media  and  lead   areas  of  online  marke.ng,  social  media   recognized  media  expert  and  focuses  on   management,  sales  consul.ng.  Emphasis   and  PR.  He  has  comprehensive  B2B   strategic  consul.ng  and  professional   is  on  providing  strategic  advice  and   knowledge  in  informa.on  technology,   implementa.on  of  PR,  sales  and  marke.ng   prac.cal  implementa.on  of   renewable  energy,  healthcare  and  the   services.   comprehensive  marke.ng  strategies  in   automo.ve  and  avia.on  field.   •  Stephan  led  the  renewable  energy  unit  at   B2B  environment  content.  His  business   •  Before  joining  NetPress,  Stefan  was  a   Waggener  Edstrom  in  Munich,  focusing  on   exper.se  lies  in  informa.on  technology,   consultant  at  the  interna.onal  PR  agency   strategic  and  opera.onal  management  of   renewable  energy,  healthcare,  retail  and   Waggener  Edstrom  where  he  worked  for   energy  and  high  tech  accounts,  journalis.c   publishing.   clients  like  Hitachi  Data  Systems,  LifeSize   know-­‐how  as  well  as  marke.ng  and  social   •  In  recent  years,  he  served  as  a  consultant   Communica.ons,  DLP  (Texas   media  campaign  management.  Stephan   and  interim  manager  for  companies  such   Instruments)  and  Green  City  Energy.   worked  for  clients  like  the  solar  module   as  VMware,  Kaspersky,  Check  Point,   Prior  he  did  PR  at  A&B  ONE  agency   manufacturer  Canadian  Solar  the  solar   Infinigate,  WebDefender,  GETAF  as   where  he  amongst  others  looked  aYer   system  provider  and  and  the  planning   Marke.ng  and  CRM  Manager,  COO  and   „Asklepios  Future  Hospital“  project  of   company  Green  City  Energy  on  an  EMEA   CTO.  In  addi.on,  he  was  responsible  for   the  Asklepios  clinical  group  as  well  as   and  worldwide  basis.  Stephan  and  his   projects  in  the  areas  of  CRM,  CMS,  lead   aYer  the  „Combined  price  for  civil   team  won  the  pres.gious  EMEA  SABRE   genera.on,  online  portals,  e-­‐commerce   engagement“.   Award  2011.   and  content  marke.ng  in  SMEs.   •  Stefan  G.  Karl  holds  a  Master  in  Poli.cal   •  At  komm.passion,  he  worked  closely  with   •  Achim  B.C.  Karpf  graduated  at  the  Vienna   Science  with  minors  in  Sociology  and   the  strategic  consultancy  Bain  &  Company,   University  of  Electrical  Engineering  and   Business  administra.on  that  he  acquired   the  insolvency  administrator  PLUTA  and   Computer  Science.  He  then  went   at  LMU  Munich.  He  is  a  member  of  the   the  engine  builder  Palfinger  AG.    On  this   through  all  the  relevant  sta.ons  in  the   supervisory  board  of  MicroNova  AG.   posi.on  he  was  able  to  broaden  his   corporate  environment,  and  finally   experiences  in  corporate  and  financial   focused  on  marke.ng  and  sales.   communica.ons.     22.06.12   ©  NetPress  GmbH  &  Co.  KG   24  
  25. 25. Kontakt   Achim  B.  C.  Karpf   NetPress  GmbH  &  Co.  KG   achim.karpf@netpress.de   Flurstraße  9   +49  171  71  81  391   D-­‐85614  Kirchseeon  /  München   Skype:  akarpf     XING:  achimbc_karpf   Joseph-­‐Dollinger-­‐Bogen  14     80807  München   Stefan  G.  Karl     stefan.karl@netpress.de   Tel.:  +49  (8091)  51  95  91   +49  178  50  15  587   Fax:  +49  (8091)  51  95  92   Skype:  gurustefan   Twi_er:  netpress_team   XING:  Stefan_Karl2   Facebook:  NetPressContentMarke.ng     Stephan  L.  Wild   stephan.wild@netpress.de     +49  151  27  55  64  65   i&@ Skype:  stephanwild   XING:  StephanL_Wild         Copyright  2012  by  Consul.ng  Projects  &  NetPress  –  NICHT  ZUR  VERÖFFENTLICHUNG  FREIGEGEBEN   Bildquelle:  Pixelio.de  22.06.12   ©  NetPress  GmbH  &  Co.  KG   25  
  26. 26. MANY  THANKS!  22.06.12   ©  NetPress  GmbH  &  Co.  KG   26  

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