Content marketing is everywhere. The internet can simply NOT exist without content. But a big misconception is that content marketing requires as such a big team or budget. In this presentation I'll explain you what content marketing is and how you can start with it. Even as a small company... I'll give you some ideas & tips on how you can rely on your existing marketeers & other team members to create all together a succesfull content marketing strategy.

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CONTENT MARKETING
ALSO FOR SMALL COMPANIES
Sven Dhollander

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Sven Dhollander
WHO AM I?
Sven Dhollander
Sr. Digital Marketer @ Invisible Puppy
Working on digital projects since 2008
Experience in
§ Content marketing
§ Customer centric marketing
§ SEO
§ Website optimization & UX

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Experts in digital strategy & marketing
Founded in 2012
Located in Gent
15 enthousiastic marketers
WHO’S INVISIBLE PUPPY?

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Online strategy
§ Master plan with choices and priorities
Inbound Marketing
§ Lead Generation
§ PCC
§ SEO
§ Social
§ Email
WHAT DO WE DO?

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Content Marketing
§ Buyer Journey
§ Social Media
Marketing Automation
§ Nurture to sale & beyond
Optimization
§ Listen, understand, adapt
Coaching
§ Advice, workshops, training
WHAT DO WE DO?

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WHAT IS CONTENT MARKETING?
Content marketing is a strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly-defined audience —
and, ultimately, to drive profitable customer action.
Like your website, e-mail marketing & search engine optimisation it should be part of your
integrated marketing approach

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Customer at the center of your strategy
Not about more content or more channels
It’s about creating greater VALUE
WHAT IS CONTENT MARKETING?

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Not another hype
Did you know, you are doing it already:
§ Website updates?
§ Social media?
§ Blogging?
Content marketing is a philosophy which needs to be adopted across your company
WHAT IS CONTENT MARKETING?

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“CONTENT MARKETING
DOESN’T REQUIRE
A BIG TEAM OR BUDGET”

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Use the knowledge you have
Use the stories you have
Use the assets you have
“Put all the pieces of your puzzle together to build your content marketing plan.””
HOW DO YOU START?

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Empower everybody of your team
§ Let them contribute
§ Share responsibilities
§ Encourage them to come up with ideas
HOW DO YOU START?

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With a plan!
§ Set goals & objectives
§ Define your target audience(s)
§ Define your themes & topics
§ Mix up your content formats (blogposts, video, whitepaper, infographic,…)
§ Start writing
Use the 5-3-2 rule
HOW DO YOU START?

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With an editorial calendar
With deadlines
With a shared drive
With a workflow & roles (writer, editor, publisher)
Keep track of related ideas
HOW DO YOU START?

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“DON’T FORGET
TO SPREAD
YOUR CONTENT”
Owned media Earned media Paid Media Offline

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Increased preference for your brand
More traffic
Word-of-mouth
More sales
Increased customer retention & loyalty
WHAT’S IN IT FOR YOU?

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7 RULES FOR SUCCESSFUL CONTENT MARKETING
It is NOT promotional
It is customer centric
It is relevant to the reader
It is relevant to you
It closes a gap
It is attractive
It gives proof

20. 2020
Sven Dhollander
Sr. Digital Marketer
+32 486 49 89 59
@Svendho
Sven Dhollander
sven@invisiblepuppy.com

21. 2121
Sint-Denijslaan 201
BE 9000 Gent
+32 9 233 31 52
info@invisiblepuppy.com
Invisible Puppy
@Invisible_Puppy
Invisible Puppy