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Content Marketing - Conversation Management Platform

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  • 1. Content Marketing
  • 2. ………………………………………….………..……………..………………………………………… Unused Conversation Potential: Content………………………………………….………..……………..………………………………………… Content does NOT equal campaign
  • 3. NEW…
  • 4. NEW… Philosophy
  • 5. NEW… Process
  • 6. NEW… KPIs
  • 7. ………………………………………….………..……………..……………………………………………..…….. The objectives of content marketing………………………………………….………..……………..……………………………………………..…….. • Being recognised as an expert in your field • Maintaining relations with existing customers in a positive manner • Attracting new customers and grow business • Increasing social media reach
  • 8. “Everybody wants 900K followers, but only a few arewilling to do what it takes.Very few have the patience to succeed.”@GaryVee
  • 9. Let’s be clear, in the end we all want REACH. REACH
  • 10. Let’s be clear, in the end we all want REACH. REACH RELEVANCE is the only way to get qualitative reach.
  • 11. Let’s be clear, in the end we all want REACH. REACH RELEVANCE is the only way to get qualitative reach. Ritme
  • 12. Let’s be clear, in the end we all want REACH. Social advertising can be an accelerator. Advertise the content, not the promotion REACH RELEVANCE is the only way to get qualitative reach. Ritme
  • 13. Content Marketing in 6 steps
  • 14. ………………………………………….………..……………..……………………………………………..…….. A 6 step approach in content marketing………………………………………….………..……………..……………………………………………..……..Content marketing consists of 6 different steps. Each of the steps is equally important;they all play an important role in achieving the previously mentioned objectives.1. 2. 3. 4. 5. 6. Content Editorial Create ManageTopic conversion content shareable content Measureselection: strategy: planning: content: conversation: success:define what you want content marketing has once you have the right content once the content is the moment theto be famous for. to lead to an increase defined the topics and domain (step 1) is launched, people will content strategy is upThere is a content in revenues. Think the conversion important but not react to it. Be open to and running you canoverload in the world. upfront about where strategy, create an sufficient. The content this engagement from measure its impactThe magic happens conversion should editorial calendar. Set needs to be easy to your audience and be through a set ofwhen you find a topic happen. Define a top up a roadmap so you share and worth ready to answer relevant KPIs. Theseyou are conversion point and know when and sharing. People tend questions or to give KPIs should be aknowledgeable in and lead people to this where content will be to spread content that feedback. Next to this combination ofthat the market is still point through your shared. Streamline is positive, relevant, conversation business generationwaiting for. Select content the content calendar appealing and management, think measures andyour content domains with all other contains a benefit. about the role of conversationalsmartly and be marketing actions in Take that into account industry influencers measures.consistent in your order to increase during the creation of during the launch ofchoice. impact. The content the content. your content. calendar should also describe the level of intensity of each content action.
  • 15. 1.………………...Topicselection
  • 16. What should people say about you?
  • 17. What should people say about you?Should they say you’re funny?Or should they say you… …can be trusted …are an expert in… …
  • 18. 2.………………...Contentconversionstrategy
  • 19. Twitter &My own blog External blogs E-mail Facebook E-mail leads
  • 20. 3.………………...Editorialcontentplanning
  • 21. Creating this framework and Updates Projects Campaigns ensuring the smooth flow of the three different streams is not an exact science. They do, however, Maintaining relations Mid to long-term Short-term realisation of give you a solid basis for action.Objective in a frequent manner realisation of objectives objectives (awareness, Try to think in terms of these sales) three streams and draw up aLenght Continuous 1 week to 3 months Average: 1 month content planning in function of your company-specific objectives. High (almost daily) High: during the project Low: the same content (advert,Frequency of new new content is shared games) is used repeatedlycontent creation throughout the campaign almost continuously The combination of these three streams will gradually result inIntensivity Low Average High the widening of your reach and engagement. The updates willMedia pressure Low Average High ensure a steady influx of new interested parties. The campaigns Short-term realisation of will boost your reach Maintaining relations Mid to long-termTarget group objectives (awareness, tremendously for a short period. in a frequent manner realisation of objectives sales) Because campaigns are expensive, you need to think Primarily online channels Primarily online Targeted offline media carefully about how you will useMedia choice (Facebook, Twitter, blog) channels, supported by pressure, supplemented with them. Organise them at the right suitable offline media all own online channels time and in the right place. Use updates and projects to usefully Formal and informal Content in function of Commercial content maintain customer interest in theType of content ‘did-you-knows’, news, a project objectives periods between campaigns. That glimpse behind the scenes is how you will keep in touch with the people who are interested in your company all year round.
  • 22. U Weekly blog & daily content curation on twitter Content Collaboration 4C Conv.P Research Research Research leadershipC Book launch smatw12 2012
  • 23. By combining the three content levels, you are gradually increasingthe engagement with the target group Specific update, project or campaign
  • 24. ………………………………………….………..……………..…………………………………………………………………………………….………..……………..…………………………………………
  • 25. Content ContentCreation <> Curation
  • 26. ContextContent ContentCreation <> Curation
  • 27. 4.………………...Createshareablecontent
  • 28. ………………………………………….………..……………..……………………………………………………………………………….………..……………..……………………………………
  • 29. Design! Design! Design! SMATW10: SMATW11: 60K views 780K views Same study, same data, different design.
  • 30. Involve! Involve! Involve!
  • 31. 5.ConversationManagement
  • 32. 1. Reach of content sharing: How many people are consuming your content?2. Sentiment of content: Are people positive, neutral or negative about your content?3. Impact of content: Is the opinion of people towards your company improving due to your content?
  • 33. Make it easy to share your content.
  • 34. Answer questions,thank people for sharing…
  • 35. 6.………………...Measuresuccess
  • 36. 6. • KPIs with direct impact on the business objectives of your company. In most cases, this willMeasure be linked to financial performance. KPIs to use aresuccess lead generation or direct conversion to sales. • KPIs with direct impact on the marketing objectives of your company. Content Marketing can help in boosting awareness of your brand(s). It can help to increase the overall brand identification with the brand(s). • KPIs related to conversations. Conversations are the driver of consumer decision making, thus the driver of business growth. An important KPI for your content marketing is measuring the number of conversations, the sentiment of conversations and the impact of conversations.
  • 37. Content Marketing in 6 steps
  • 38. ………………………………………….………..……………..……………………………………………..…….. A 6 step approach in content marketing………………………………………….………..……………..……………………………………………..……..Content marketing consists of 6 different steps. Each of the steps is equally important;they all play an important role in achieving the previously mentioned objectives.1. 2. 3. 4. 5. 6. Content Editorial Create ManageTopic conversion content shareable content Measureselection: strategy: planning: content: conversation: success:define what you want content marketing has once you have the right content once the content is the moment theto be famous for. to lead to an increase defined the topics and domain (step 1) is launched, people will content strategy is upThere is a content in revenues. Think the conversion important but not react to it. Be open to and running you canoverload in the world. upfront about where strategy, create an sufficient. The content this engagement from measure its impactThe magic happens conversion should editorial calendar. Set needs to be easy to your audience and be through a set ofwhen you find a topic happen. Define a top up a roadmap so you share and worth ready to answer relevant KPIs. Theseyou are conversion point and know when and sharing. People tend questions or to give KPIs should be aknowledgeable in and lead people to this where content will be to spread content that feedback. Next to this combination ofthat the market is still point through your shared. Streamline is positive, relevant, conversation business generationwaiting for. Select content the content calendar appealing and management, think measures andyour content domains with all other contains a benefit. about the role of conversationalsmartly and be marketing actions in Take that into account industry influencers measures.consistent in your order to increase during the creation of during the launch ofchoice. impact. The content the content. your content. calendar should also describe the level of intensity of each content action.
  • 39. Thank you!………………………………………….………..……………..………………………………………… Let’s connect on linkedin.com/in/stevenvanbelleghem @steven_insites Steven@insites.eu………………………………………….………..……………..…………………………………………

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