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BLOCKBUSTER CONTENTBLOCKBUSTER CONTENT
LEARN FROM THE BEST
| Martijn Burgman | Head of PR & Content Marketing SMX MUNICH 2...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 2
BLOCKBUSTER CONTENT – ONLY LEAR...
Agenda
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 3
BLOCKBUSTER CONTENT – ON...
What defines killer content?
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 4
Create things that your
target audience loves!
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@s...
Create things that your
target audience loves!
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@s...
What defines blockbuster content?
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com |...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 5
PORNHUB – the wankband
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 9
BLOCKBUS...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 10
BLOCKBUSTER CONTENT – ONLY LEA...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 8
Big Group – Oscar Dresses
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 12
BLOC...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 13
BLOCKBUSTER CONTENT – ONLY LEA...
That’s easy, we can do that...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 14
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 115
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 16
BLOCKBUSTER CONTENT – ONLY LEA...
STYLIGHT– Amsterdam Fashionweek in numbers
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@styli...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 15
STYLIGHT– Fashionista’s Punderground
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.co...
STYLIGHT– Fashionista’s Punderground
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.co...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 21
BLOCKBUSTER CONTENT – ONLY LEA...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 18
STYLIGHT– The suits of Barney Stinson
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.c...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 24
BLOCKBUSTER CONTENT – ONLY LEA...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 251
STYLIGHT– New York vs. Paris Fashion Week
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylig...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 27
BLOCKBUSTER CONTENT – ONLY LEA...
STYLIGHT– New York vs. Paris Fashion Week
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylig...
What have we learned?
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 29
Learning 1
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 30
BLOCKBUSTER CONTENT...
Learning 2
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 31
BLOCKBUSTER CONTENT...
Learning 3
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 32
BLOCKBUSTER CONTENT...
Learning 4
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 33
BLOCKBUSTER CONTENT...
Learning 5
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 34
BLOCKBUSTER CONTENT...
Tips & Take aways
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 35
Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 36
BLOCKBUSTER CON...
Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 37
BLOCKBUSTER CON...
Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 38
BLOCKBUSTER CON...
Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 39
BLOCKBUSTER CON...
Have a written Content Strategy
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 40
Know your Target Audience
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 41
Content is Everywhere
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 42
Plan Ahead
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 43
Be Quick and Fast
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 44
Build Relationships
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 45
Sometimes you are Lucky
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 46
Just Try
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 47
And Try Again
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 48
Always Believe in your Content
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 49
Thank You
martijn.burgman@stylight.com
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
| Martijn Burgman | ...
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SMX Munich 2015 - Blockbuster Content - Learn from the Best

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Blockbuster Content - Learn from the Best.

Deck presented at the SMX Munich 2015 on March 18th 2015. For any additional questions or feedback, please do not hesitate in contacting me.

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SMX Munich 2015 - Blockbuster Content - Learn from the Best

  1. 1. BLOCKBUSTER CONTENTBLOCKBUSTER CONTENT LEARN FROM THE BEST | Martijn Burgman | Head of PR & Content Marketing SMX MUNICH 2015 1
  2. 2. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 2 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Source:http://xmas.stylight.com/ Martijn Burgman Head of PR & Content Marketing
  3. 3. Agenda Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 3 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 1.What defines Blockbuster Content 2.Case Studies 3.Learnings 4.Tips & Takeaways
  4. 4. What defines killer content? Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 4
  5. 5. Create things that your target audience loves! Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 5 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
  6. 6. Create things that your target audience loves! Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 6 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
  7. 7. What defines blockbuster content? Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 7 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Planning Lifespan Shareability Engagement GoalTargeting Branding Investment User Value
  8. 8. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 5
  9. 9. PORNHUB – the wankband Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 9 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Planning Lifespan Shareability Engagement GoalTargeting Branding Investment User Value
  10. 10. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 10 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 3517 610 0 1781 2 20 http://www.pornhub.com/devices/wankband Ext. Backlinks Linking Domains
  11. 11. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 8
  12. 12. Big Group – Oscar Dresses Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 12 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Planning Lifespan Shareability Engagement GoalTargeting Branding Investment User Value
  13. 13. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 13 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 http://www.biggroup.co.uk/oscar-dresses/ 88 43 4513 263 0 64 Ext. Backlinks Linking Domains
  14. 14. That’s easy, we can do that... Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 14
  15. 15. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 115
  16. 16. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 16 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 http://www.stylight.nl/Love/Amsterdam-Fashion-Week/ 12
  17. 17. STYLIGHT– Amsterdam Fashionweek in numbers Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 17 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Planning Lifespan Shareability Engagement GoalTargeting Branding Investment User Value
  18. 18. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 15
  19. 19. STYLIGHT– Fashionista’s Punderground Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 19 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 “Thanks, we had tons of fun here with our editors, however we don’t really know what to do with it”
  20. 20. STYLIGHT– Fashionista’s Punderground Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 20 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Planning Lifespan Shareability Engagement GoalTargeting Branding Investment User Value
  21. 21. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 21 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 http://www.stylight.co.uk/Love/London-Fashion-Punderground/ IMG URL 207 32 33 171 0 0 Ext. Backlinks Linking Domains
  22. 22. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 18
  23. 23. STYLIGHT– The suits of Barney Stinson Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 23 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Planning Lifespan Shareability Engagement GoalTargeting Branding Investment User Value
  24. 24. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 24 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 http://www.stylight.fr/Love/Barney-Stinson-Icone-Mode/ 254 112 0 76 2 0 Ext. Backlinks Linking Domains
  25. 25. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 251
  26. 26. STYLIGHT– New York vs. Paris Fashion Week Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 26 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Planning Lifespan Shareability Engagement GoalTargeting Branding Investment User Value
  27. 27. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 27 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 http://www.stylight.fr/Love/Paris-Vs-New-York-Fashion-Week/ 131 72 11 26 1 2 Ext. Backlinks Linking Domains
  28. 28. STYLIGHT– New York vs. Paris Fashion Week Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 28 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Time invested Resulting Links 24 hours / 72 20 minutes
  29. 29. What have we learned? Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 29
  30. 30. Learning 1 Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 30 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Always be critical when you work on a campaign, and tweak as you go.
  31. 31. Learning 2 Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 31 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Always try to keep a 360 degree approach when it comes to your content
  32. 32. Learning 3 Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 32 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Work with native people, who understand the markets and can seed your content
  33. 33. Learning 4 Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 33 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 PR & Content Marketing is like gin & tonic, good individually however so much better when mixed
  34. 34. Learning 5 Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 34 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 You don't have to invent the wheel over and over again, however there are no silver bullets
  35. 35. Tips & Take aways Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 35
  36. 36. Tips and tools Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 36 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Try to sweet spots in news coverage, and tie in your content
  37. 37. Tips and tools Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 37 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Try to sweet spots in news coverage, and tie in your content Track progress on content pieces via tools such as Trello or Asana
  38. 38. Tips and tools Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 38 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Try to sweet spots in news coverage, and tie in your content Automate mentions for your team, (RSS  Feedly  IFTTT  Google Docs) Track progress on content pieces via tools such as Trello or Asana
  39. 39. Tips and tools Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 39 BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 Try to sweet spots in news coverage, and tie in your content Automate mentions for your team, (RSS  Feedly  IFTTT  Google Docs) Track the roadmap of successful campaigns, to figure out patterns Track progress on content pieces via tools such as Trello or Asana
  40. 40. Have a written Content Strategy Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 40
  41. 41. Know your Target Audience Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 41
  42. 42. Content is Everywhere Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 42
  43. 43. Plan Ahead Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 43
  44. 44. Be Quick and Fast Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 44
  45. 45. Build Relationships Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 45
  46. 46. Sometimes you are Lucky Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 46
  47. 47. Just Try Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 47
  48. 48. And Try Again Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 48
  49. 49. Always Believe in your Content Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 49
  50. 50. Thank You martijn.burgman@stylight.com BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015 | Martijn Burgman | Head of PR & Content Marketing SMX MUNICH 2015 Stylig.ht/SMX15 50

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