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Content Marketing: Wie man gute Inhalt effektiv distribuiert

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Erfahren Sie in der Präsentation zu meinem Referat an der Content Konferenz in Zürich (6.9.2016):
- Was guten Inhalt ausmacht
- Welche Voraussetzungen Ihre Inhalte erfüllen sollten
- Welche Möglichkeiten der Content Distribution Sie nutzen können

Published in: Marketing
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Content Marketing: Wie man gute Inhalt effektiv distribuiert

  1. 1. Content is King Distribution is Queen. Content Konferenz 2016 06.09.2016 | Aldo Gnocchi | CEO | Gnocchi GmbH
  2. 2. Aldo Gnocchi Content Marketing Stratege
  3. 3. Was wir uns heute anschauen • Praxisbeispiel • Guter Content • Voraussetzungen • Distributionsmöglichkeiten
  4. 4. Praxisbeispiel
  5. 5. Praxisbeispiel Spielzeug Welten Museum Basel Früher und heute Quelle: • Start 2014 • Fehlende Erfahrungswerte − Zielgruppe (Bedürfnisse) − Inside-out vs. Outside-in Perspektive − Content wurde auf der Facebook-Seite distribuiert − Zu Beginn ca. 200 Fans • Continous Improvement − Analytics & Reporting − Bedürfnisse der Zielgruppen − Facebook Ads (Zielgruppensets)
  6. 6. Quelle: einflussreich.ch (Stand 4.9.16) Praxisbeispiel Spielzeug Welten Museum Basel Früher und heute Resultat • Top Ranking unter den Schweizer Museen • Mehr Fans ca. 8‘200 Fans (+8‘000) • Content wird von der Zielgruppe geschätzt • Reichweite und Engagement • Mehr Besucher im Museum, den Sonderausstellungen und im Restaurant
  7. 7. «Good Content withouth Distribution is... Good Content that is wasted» Quelle: Dr. Susanne Gebauer, blog.thesocialms.com
  8. 8. Guter Content
  9. 9. 1. Originäre und originelle Inhalte Quelle: http://bit.ly/1ATtrXR
  10. 10. 2. Starke Headlines Quelle: http://bit.ly/2bNBVLA
  11. 11. 3. Relevanz und Mehrwert (Umsetzbarkeit) Quelle: https://blog.wir.ch/2016/07/04/content-marketing-als-chance-fuer-schweizer-kmu/
  12. 12. 4. Emotionale oder provokative Inhalte Quelle: http://www.alainveuve.ch/warum-das-beratungsgeschaeft-schwierig-wird-die-aera-der-neuen-macher/ Emotionale Inhalte werden eher geteilt • Überraschung • Angst • Freude • Trauer • Wut • Ekel • Neugier
  13. 13. Jetzt wird’s herzzerreissend! Quelle: https://www.youtube.com/watch?v=uaWA2GbcnJU
  14. 14. 5. Infotainment und multimediale Inhalte Quelle: http://aldognocchi.ch/instagram-moeglichkeiten-fuer-unternehmen/
  15. 15. 6. Formatierung Quelle: http://thenextweb.com/socialmedia/2015/11/05/why-formatting-is-the-secret-to-shareable-content/ «In fact, even if someone enjoys your work, they’re only going to read 20–28 % of a post on average.» Quelle: Ash Read (tnw.com, 2016)
  16. 16. Voraussetzungen
  17. 17. Sharingmöglichkeiten anbieten Sharing-Möglichkeiten • Am Anfang und am Ende • Bilder teilbar machen • Mobile Sharing (WhatsApp, SMS) • Ausdrucken und E-Mail nicht vergessen
  18. 18. SEO Aspekte Quelle: http://thenextweb.com/socialmedia/2015/11/05/why-formatting-is-the-secret-to-shareable-content/ SEO Aspekte • SEO Titel • Meta-Beschreibung • Permalink • Fokus-Schlüsselwörter (Keywords) • Bilder beschreiben
  19. 19. Networking Vorteile von Networking und Beziehungspflege • Mehrwertige Inhalte werden im Netzwerk verbreitet • Diskussionen (Dialog) entstehen • Sichtbarkeit wird generiert • Empfehlungen werden generiert
  20. 20. Distributionsmöglichkeiten
  21. 21. Quelle: Altimeter Group
  22. 22. Social Media und Native Advertising Facebook-Seite: Organische Verbreitung über das eigene Netzwerk
  23. 23. Social Media und Native Advertising Facebook-Seite: Gesponserte Beiträge (Ads) Quelle: http://bit.ly/2c9TyWD
  24. 24. Social Media und Native Advertising Facebook-Gruppen: Special Interest Groups
  25. 25. Social Media und Native Advertising Tweets Quelle: http://bit.ly/2c9VT3M
  26. 26. Social Media und Native Advertising Twitter Ads
  27. 27. Social Media und Native Advertising Instagram: Instagram Post, Bio und Hashtags Quelle: https://www.instagram.com/adislittlecity/
  28. 28. Social Media und Native Advertising Instagram: «Gesponserte» Instagram Postings
  29. 29. Social Media und Native Advertising Instagram: Bald ist es möglich Instagram-Beiträge mittels Werbung zu verstärken
  30. 30. Social Media und Native Advertising LinkedIn: Seiten-Beiträge veröffentlichen
  31. 31. Social Media und Native Advertising LinkedIn: Gesponserte Beiträge
  32. 32. Social Media und Native Advertising LinkedIn: Gesponserte Beiträge «So gut, dass selbst XING davon profitiert»
  33. 33. Social Media und Native Advertising Slideshare: Inhalte als Präsentation via Slideshare verbreiten
  34. 34. Social Media und Native Advertising Suchmaschinenwerbung
  35. 35. Social Media und Native Advertising Native Advertising «Sponsored Content»
  36. 36. Social Media und Native Advertising Native Advertising «Sponsored Content» http://www.20min.ch/native/stories/story/Mit-diesem-Plan-fahren-Sie-die-Beziehung-an-die-Wand-14990037
  37. 37. Social Media und Native Advertising Native Advertising «Sponsored Content» http://www.handelszeitung.ch/brandreport http://www.handelszeitung.ch/unternehmen/ist-es-der-zeit-die-fuehrung-abzugeben-1182576
  38. 38. Social Media und Native Advertising Seeding: Multiplikatoren involvieren - «unverbindlich»
  39. 39. Taktiken für die Distribution Quelle: AudienceBloom (2016)
  40. 40. Taktiken für die Distribution • Der richtige Content • Zur richtigen Zeit • Kanalgerecht aufbereitet • In der richtigen Dosis/Frequenz • Auf den richtigen Plattformen • Für die richtigen Zielgruppen • Mit der richtigen Promotionsstrategie
  41. 41. Take Away Content is King Distribution is Queen.
  42. 42. Rotbuchstrasse 32 8037 Zürich Hardstrasse 43 4052 Basel St. Jakob-Strasse 147 4132 Muttenz www.aldognocchi.ch Aldo Gnocchi Geschäftsführer aldo@aldognocchi.ch +41 78 943 58 77

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