Content That Sells by Kim Swagemakers
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The document provides information on content marketing strategies and tactics. It discusses defining business and communication objectives, targets, social KPIs, target audiences, content topics, and content that sells. It emphasizes the importance of understanding the customer journey, engaging the right audiences with the right content at the right time to drive business goals and results. The document offers prompts and examples to help define these key elements of a content strategy.
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Content That Sells by Kim Swagemakers
- 3. < 1996 offline bestaan 1996 webredacteur | zzp 2000 webredacteur | VrouwOnline.nl 2003 communitymanager | web-log.nl 2006 fashionblogger | streetsister.nl, shopgirl.nl 2010 chef nieuwe media | LINDA. 2010 social media strategie | TEDx 2008 social media marketing | kimpact ENNIA - Bearingpoint Caribbean - Kooyman - Tempo Caribbean - Banco die Caribe - Unicef - Ministerie VWS - FIAT Nederland - Vogue / Glamour - X Factor - CliniClowns
- 4. CONTENT THAT SELLS Customer Journey Social Kpi’s Target audiences Content Topics Content Strategy Content Flow
- 5. Now tell me ‘What is good content?’
- 12. ENNIA Curacao
- 14. Setar Aruba
- 16. Look what they did Let’s try this new thing Let’s make a viral! My friend had an idea
- 17. Look what they did Let’s try this new thing Let’s make a viral! My friend had an idea
- 19. “The key to successful content marketing: Ensuring the right people have access to the right content at the right time driving the right results.”
- 21. Content Strategy CONVERT MY AUDIENCE TO MY GOALS WHAT IS MY AUDIENCE DOING? WHAT TOOLS AND CAMPAIGNS DO I NEED? WHAT IS MY GOAL? WHAT ARE THE RESULTS? 0-METING0-METING
- 22. customer journey
- 24. What are your business objectives? The business result of your activities. Always related to increasing the company’s sales and profit volume within a certain time frame. What are your communication objectives? Build awareness - share information - create engagement - building your brand.
- 25. Target In Q1 2017: 20 paying participants for my LinkedIn training for professionals.
- 26. YOUR TURN Define your most important online target, based on your company’s marketing and/or communication goals. Write it on your post-it & keep it in front of you at all times
- 27. 1 down: your target Target
- 28. social kpi Answers the following question: “How can my online content and channels contribute to realise my marketing- and communication goals?” ‣A social kpi is always related to a specific audience, period in time, activation en channel. ‣A social kpi is always measurable.
- 29. Social KPI: Increase my direct LinkedIn network with 50 communication professionals living on Curacao, before the end of 2016.
- 32. Examples activations …a hotel or restaurant reservation …solving a complaint …newsletter subscriber …website sale …customer’s review …influencer for my product …event tickets sales …promotion …client visit at location …application …filled out contact form …download …registration webinar …
- 33. YOUR TURN Define your social kpi. Add 4 elements: - target audience - channel - time period - activation Write it on your post-it & keep it in front of you at all times
- 35. YOUR TURN: Define your Target Audience ‣man / female ‣age ‣location ‣interests ‣life event ‣role ‣company ‣industry ‣education ‣household ‣etc. BE SPECIFIC!!
- 36. 2 down: your target audience Target Target Audience
- 38. Iedereen die woont in Den Haag e.o.
- 39. Iedereen die woont in Den Haag e.o.
- 40. Iedereen die woont in Den Haag e.o. en houdt van klassieke muziek
- 41. Iedereen die woont in Den Haag e.o. en houdt van klassieke muziek
- 42. Iedereen die woont in Den Haag e.o. houdt van klassieke muziek en concerten bezoekt
- 43. Iedereen die woont in Den Haag e.o. houdt van klassieke muziek en concerten bezoekt
- 44. Pensionado’s die wonen in Den Haag e.o., houden van klassieke muziek en concerten bezoeken
- 45. Pensionado’s die wonen in Den Haag e.o., houden van klassieke muziek en concerten bezoeken
- 46. Pensionado’s die wonen in Den Haag e.o., houden van klassieke muziek, concerten bezoeken en een smartphone hebben
- 47. Pensionado’s die wonen in Den Haag e.o., houden van klassieke muziek, concerten bezoeken en een smartphone hebben
- 48. Gepensioneerde vrouwen met een smartphone die wonen in Den Haag e.o., houden van klassieke muziek, concerten bezoeken en een smartphone bezitten
- 49. Gepensioneerde vrouwen met een smartphone die wonen in Den Haag e.o., houden van klassieke muziek, concerten bezoeken en een smartphone bezitten
- 50. Facebook ‣1.7 billion people worldwide ‣1 billion daily logins ‣Highest traffic between 1 en 3pm ‣92.000 Facebookers on Curacao ‣43% Men and 57% Female ‣Young people move to Instagram and Snapchat ‣9.800 Youngsters (up to 19) and 6.5 duizend 65+ ‣Interests: muziek, humor, restaurants, sport
- 51. LinkedIn ‣433 million members ‣Minimum age to 13 ‣48 thousand professionals in Netherlands Antilles ‣Opleiding: Laag 7%, Middelbaar 31% en Hoog 62% ‣Vrouw 49%, Man 51% ‣Largest Industries represented by professionals: Education Management, Hospitality, Accounting, Financial Services. Banking ‣Starter 22%, 13% Senior, 11% Manager, 7% Owner
- 52. Instagram ‣500 miljoen wereldwijd ‣Daily: 300 miljoen wereldwijd ‣25.000 Instagrammers on Curacao ‣Man / Female on Curacao: 44/56 ‣90% < age 35 ‣15 - 19 is 60% ‣Travel, Fashion, Food, Health, Nature
- 53. ‣313 million users worldwide ‣100 million daily active users ‣Decrease in accounts and daily use (30%): ‣Youngsters left ‣Increase of 45% 80+ since 2015 ‣Main age between 30-60 ‣Female 53%, Male 47% ‣Main content: News, TV, Celebrities, Events Twitter
- 54. Pinterest ‣100 million users ‣Female rule (85%) ‣maninly popular age 15-39 ‣55% shoppers choose Pinterest as their favorite social media ‣2 billion monthly product searches ‣Fashion, Quotes, Weddings, Food, DIY
- 55. Snapchat ‣200 million Worldwide ‣50 million ‣400 million daily snaps ‣Most popular: 12-19 ‣Do not follow brands
- 56. What is your most important channel? And why? YOUR TURN
- 57. YOUR TURN Again: Define your social kpi. Add 4 elements: - target audience - channel - time period - activation Write it on your post-it & keep it in front of you at all times
- 58. 3 down: your social KPI Target Target Audience Social KPI
- 60. “We don’t INTERRUPT people’s interests, we ARE their interests.
- 63. NOW LET’S BE HONEST… you gave it a try, it’s out there did you really work your ass off? good content versus deadlines, meetings, waiting for freelancers or management, todo lists, creativity, tools & devices
- 65. Corcoran Group
- 66. Corcoran Group
- 67. Corcoran Group
- 68. Corcoran Group
- 70. Your Turn: What are the frequently asked questions from your customers, visitors, relations, friends & family, colleague’s… …related to your brand, products & services? ‣ Questions ‣ Issues ‣ Complains ‣ Ideas ‣ Needs ‣ Suggestions
- 71. Ask colleagues. research Read forums. Search Tip: “hotel AND Curacao” inurl:forum Twitter: insurance AND #dtv Facebook Groups (Durftevragen Curacao)
- 72. 4 down: your topics Target Target Audience Social KPI Content Topics
- 73. “People do not buy goods & services. They buy relations, stories & magic.” - Seth Godin
- 74. Your Turn: Which Questions, Topics, Ideas, Needs, Suggestions etc. can you (your company) answer? Who are your experts?
- 75. Now creation 80% curation 20% ‣Answers to Frequently asked questions ‣Data from survey’s and polls ‣Review relevant industry blogs / articles ‣Latest industry trends and news ‣Guest edistor: client, employee, influencer, partner etc ‣Lists of relevant trends, ideas, tools, locaties, opinions… ‣Did-You-Know: do’s and Don’ts, Facts & Figures ‣HowTo’s ‣Experiences: event, training, discussion, brainstorm… ‣Company News: products, outlets, services … ‣Review a relevant video ‣Showcase your clients ‣Act on Trending topics (realtime marketing!) ‣Holidays and Theme days
- 76. Test your topic: suppose you write an article and you have room for 1 CTA on that page Do you have a related product or service to link to?
- 77. The overlap is content that sells. Your Audience’s Topics Your Company’s Topics
- 78. 5 down: content that sells Target Target Audience Social KPI Content Topics Contentthat sells
- 79. Every article delivers: 10 tweets, 5 facebook posts, 3 linked posts, 1 powerpoint, 6 snapchats, 2 video’s, 5 quotes, 3 graphics, 1 infographic… 3 MONTHS OF CONTENT!
- 82. In your customer journey: Which content topics will help you gain: - your audience’s interest? - interaction from your audience? - conversion to your targets? - commitment from your ambassadors? Which ideas & campagnes are entering your brainwashed mind?
- 83. What is my Goal? Your Ultimate Check List 1 2 3 4 5 6 7 8 9 Who is my Audience? Which Channels are relevant? What is my Audience talking about? Which topics can I answer from my company’s expertise? Which products and services are related? What content can I create? Who are my ambassadors and Influencers? How can they help me reaching my audience? What are the results telling me?
- 84. Follow Up! Link on Facebook or Linkedin: Kim Swagemakers kimpact.nl kim@kimpact.nl @kim_s