Mach Marketing mit Content Content Marketing gewinnt in den Unternehmen an Bedeutung. Letztes Jahr gaben zwei von drei Unternehmen in den USA an, dass Content Marketing ihr wichtigstes Marketingtool – vor Social Media und E-Mail-Marketing sei. Wie beginnt man professionelles Content-Marketing, welche Ressourcen sind dafür nötig, wie distribuiert man die Inhalte und welchen Erfolg darf man sich erwarten?

1. Restricted © Siemens AG 2014 All rights reserved. siemens.com/answers
CONTENT = STORY
Ein Plädoyer für organisierte Kreativität
#wpsummit14/ Wien / 03-07-2014 / Tobias Dennehy

2. Page 2 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

3. 2014-07-03Page 3 Tobias Dennehy / Corporate Story Architect / Siemens AG
“Only your mom is really
going to care about what
you’ve made. Everyone else
has to be convinced.
Make things people want.”
Alexis Ohanian (Co-founder of reddit.com)

4. Page 4 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
cluetrain.com
“If you want us to talk to you,
tell us something.
Make it something
interesting for a change.”

5. Page 5 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
=
STORYTELLING
SOCIAL MEDIA

6. Page 6 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
CONTENT
=
STORY

7. Page 7 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
OMG!
Openness and Collaboration
Social Media and the blurring
of media and channel borders
Speed and Reactivity
Social Media and the speed
of digital communications
Authentic Storytelling
Social Media and the need for
relevant content

8. 2014-07-03Page 8 Tobias Dennehy / Corporate Story Architect / Siemens AG

9. 2014-07-03Page 9 Tobias Dennehy / Corporate Story Architect / Siemens AG

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Page 10 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
INFOGRAPHIC
LISTEN to your audience!

11. Page 11 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
YOUR

12. Page 12 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Know the songs of your competition.

13. Page 13 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
STORIES

14. Page 14 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Find your formula.

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Page 15 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
IGNORE your audience!

16. Page 16 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Launch a pilot. Let go.

17. Page 17 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Measure. Observe. Learn.

18. Page 18 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

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Page 19 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG

20. 2014-07-03Page 20 Tobias Dennehy / Corporate Story Architect / Siemens AG
Relevance

21. Page 21 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Thank you!
Looking forward to connect with you!
Tobias Dennehy
Corporate Story Architect | Blogger
Connect:
de.linkedin.com/in/tobiasdennehy/
xing.to/tobiasdennehy
Follow:
youtube.com/answers (Siemens stories)
about.me/tobiasdennehy (private me)
twitter.com/herrdennehy (private tweets)
Read:
storycodeX.com (private blog & stories)

22. Page 22 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
The StorycodeX
© Tobias Dennehy (storycodeX.com)
EXPECTATION
SURPRISE
CHANGE
Hero 1.0 Hero 2.0
C o n f l i c t

23. Page 23 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
/answers „Title Videofile“

24. 2014-07-03Page 24 Tobias Dennehy / Corporate Story Architect / Siemens AG
Brand and business verifiably profit from
storytelling and giving up a little control
Launched on Feb 28, 2011
Stories: ~ 60
Authors: ~ 50
Countries: ~ 80
Media CoverageKey Facts Awards
Engagement
up to 100% traffic increase
on product page
10% more engagement than SEM
Average > 20 min. per visit
Average 33%
Peak 62%
Video Completion
Average 11%
Peak 37%
Link Conversion

25. Restricted © Siemens AG 2014. All rights reserved.
Page 25 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Prepare to diffuse in THE CROWD.