Why is the
Content
Marketing
strategy
important?
Effects?
What should the
strategy be like?
Strategy of
Content Marketing?
The Goal Isn’t to be Good at Content.
The Goal is to be Good at Business,
Because of Conten...
CM strategy
Companies in the USA do not
have CM strategy (document)
60 % +
Effects
Of all companies which evaluate their
CM strategies as not successful do
not have a CM strategy.
80 %
3 conditions FOR SUCCESS
1/3
way
2/3
relation
3 conditions FOR SUCCESS
3/3
paradigm,
process
3 conditions FOR SUCCESS
#POMP2013
The best marketing
doesn’t feel like
marketing.
pillars OF
CM STRATEGY
STORY PROCESS DISTRIBUTION
What is the
right story and
how to tell it?
What do we
need and
how do w...
story
„Piece“ of
content
Article, video,
interview,
infographics…
FB publishing, picture,
twitter, instagram,
e-mail news…
Where to get
the stories from?
Where do we find them?
(Maybe we don’t even know they exist)
Developing
External/
Internal
...
What is a good story?
A story you would pay for!
•	For me (mine)
•	Interesting (amazing)
•	True (honest)
#POMP2012
A good ...
Who is it meant for?
How well do we outline
the personas:
•	Based on positioning our products
•	Brainstorming in the confe...
PROCESSES
decisions
Editorial calendar
1.	What shall we do (type of content)
2.	Which tools
3.	When
4.	How much
5.	Who is responsible for thei...
Production process
1.	Defining process and roles of people involved
2.	Confirmation line (responsibilities?)
3.	Coordinati...
Changing organisation
Managing
Editors
Content
Producers
Chief
Content
Officer
Chief
Listening
Officers
PROCESSES
Building contacts
•	How many databases of contacts do we have?
•	Have we gained the approvals?
•	What is the quality of da...
infrastructure
distribution
distribution
TOP KPI‘s:
•	Web page visitors
•	Leads
•	Applications to free
testings
•	Conversion into buyers
•	Brand relat...
connected lead management
Following the
activity all the way
to the sale level
Interest, need
Interest, need
Loyalty
Use
R...
Activity plan
1.	 Public analysis and segment
2.	 Persona/Target group defining
3.	 Database and contact inventory (for la...
what really
matters?
Do we have the
potential to succeed?
1.	 Management support (trust)
2.	 Excellent above-average
content/stories
3.	 Editor...
The first question?
How does the
Content Marketing
work in the crisis?
Questions?
Igor Savič
Managing Director
PM, poslovni mediji
Twitter: @savicigor
igor.savic@p-m.si
Primož Inkret, MBA
Execu...
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[POMP 2013] Primož Inkret - Kako zgraditi vrhunsko CM strategijo v 13 korakih

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Kreativnost je vez med potrebami podjetja in ciljne skupine

Specialist za razvoj sodobnih komunikacijskih orodij in spletnih rešitev. Po presoji vodilnih strokovnjakov s področja interneta in multimedijev eden najboljših spletnih urednikov na svetu.

Primož Inkret je na podlagi razumevanja vloge komunikacijskih aktivnosti z zornega kota poslovne strategije zasnoval številne nove medije, med drugim tudi prvo slovensko interaktivno spletno revijo Egoist. Leta 2010 je bil za zasnovo in urejanje interaktivnih spletnih revij Pazi nase (Zavarovalnica Triglav) in Carzine (Porsche Slovenija) imenovan za najboljšega urednika na svetu.

Strokovno znanje pri svojem delu črpa iz dolgoletnih izkušenj s področij marketinga in trženja, odnosov z javnostmi in urednikovanja ter znanj pridobljenih na mednarodnih strokovnih konferencah s področja vsebinskega marketinga in korporativnega založništva. Poglobljeno poznavanje klasičnih in novih medijev ter poslovnih strategij podjetji so osnove na katerih pripravlja zahtevne koncepte za korporativne medije, ki ustrezno in kreativno povezujejo potrebe podjetja in ciljne skupine.

Primož Inkret je soustanovitelj in partner specializirane komunikacijske agencije PM, poslovni mediji, ki s strateško rabo orodji vsebinskega marketinga podjetjem zagotavlja dolgoročne rezultate. Je specialist za razvoj sodobnih komunikacijskih orodij, spletnih rešitev in medijev prihodnosti. Je ustanovni član svetovnega združenja izdajateljev korporativnih medijev, ustanovitelj slovenskega združenja korporativnih medijev in ustanovitelj mednarodne strokovne konference s področja vsebinskega marketinga POMP Forum. Strokovne in novinarske prispevke z njegovim podpisom lahko najdemo v medijih kot so Marketing Magazin, Finance in Podjetnik. O komunikacijskem pristopu vsebinskega marketing je predaval tudi na Univerzi v Ljubljani.

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[POMP 2013] Primož Inkret - Kako zgraditi vrhunsko CM strategijo v 13 korakih

  1. 1. Why is the Content Marketing strategy important?
  2. 2. Effects? What should the strategy be like?
  3. 3. Strategy of Content Marketing? The Goal Isn’t to be Good at Content. The Goal is to be Good at Business, Because of Content.
  4. 4. CM strategy Companies in the USA do not have CM strategy (document) 60 % +
  5. 5. Effects Of all companies which evaluate their CM strategies as not successful do not have a CM strategy. 80 %
  6. 6. 3 conditions FOR SUCCESS 1/3 way
  7. 7. 2/3 relation 3 conditions FOR SUCCESS
  8. 8. 3/3 paradigm, process 3 conditions FOR SUCCESS
  9. 9. #POMP2013 The best marketing doesn’t feel like marketing.
  10. 10. pillars OF CM STRATEGY STORY PROCESS DISTRIBUTION What is the right story and how to tell it? What do we need and how do we execute it Own media + „Marketing for marketing“
  11. 11. story „Piece“ of content Article, video, interview, infographics… FB publishing, picture, twitter, instagram, e-mail news…
  12. 12. Where to get the stories from? Where do we find them? (Maybe we don’t even know they exist) Developing External/ Internal authors and editorials Overview of commendations and complaints Following forums and blogs Following brange media (what are they writing about?) story
  13. 13. What is a good story? A story you would pay for! • For me (mine) • Interesting (amazing) • True (honest) #POMP2012 A good story is the one you are prepared to pay for. story
  14. 14. Who is it meant for? How well do we outline the personas: • Based on positioning our products • Brainstorming in the conference room • Talking the buyers, conducting a poll story
  15. 15. PROCESSES decisions
  16. 16. Editorial calendar 1. What shall we do (type of content) 2. Which tools 3. When 4. How much 5. Who is responsible for their production PROCESSES
  17. 17. Production process 1. Defining process and roles of people involved 2. Confirmation line (responsibilities?) 3. Coordinating stories between tools 4. Coordinating stories with advertising 5. Coordinating activities with sale (CTA) PROCESSES
  18. 18. Changing organisation Managing Editors Content Producers Chief Content Officer Chief Listening Officers PROCESSES
  19. 19. Building contacts • How many databases of contacts do we have? • Have we gained the approvals? • What is the quality of data? • How precisely do we know them? • Can we segment them? PROCESSES
  20. 20. infrastructure distribution
  21. 21. distribution TOP KPI‘s: • Web page visitors • Leads • Applications to free testings • Conversion into buyers • Brand relation • Maintaining customers (loyalty) • Repeating buys
  22. 22. connected lead management Following the activity all the way to the sale level Interest, need Interest, need Loyalty Use Research, looking for solution Comparing solutions, defining purchase Purchase
  23. 23. Activity plan 1. Public analysis and segment 2. Persona/Target group defining 3. Database and contact inventory (for later promotion) • Existing clients database • Potential clients database • Offices, possibility of gathering contacts 4. Prioritising goals (Infrastructure vs. Building contacts) 5. Prioritising content marketing projects 6. Content preparation 7. Distribution, measuring, development and upgrading
  24. 24. what really matters?
  25. 25. Do we have the potential to succeed? 1. Management support (trust) 2. Excellent above-average content/stories 3. Editorial focus (regarding goals) 4. Little cooks
  26. 26. The first question? How does the Content Marketing work in the crisis?
  27. 27. Questions? Igor Savič Managing Director PM, poslovni mediji Twitter: @savicigor igor.savic@p-m.si Primož Inkret, MBA Executive Director PM, poslovni mediji Twitter: @pinkret primoz.inkret@p-m.si
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