Cision om content marketing - Communicare 29 maj 2013

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Magnus Thell, VD Cision, föreläste om content marketing på Communicare 2013.

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Cision om content marketing - Communicare 29 maj 2013

  1. 1. Content MarketingMagnus Thell, VD Cision NordenSundsvall 29 maj 2013
  2. 2. Cision§  Svenskt företag, HQ i Stockholm§  Tillhandahåller lösningar för PR, IR &Corporate Com & Marketing§  Finns i Europa, Nordamerika, Asien ochpartners i 125 länder§  Noterat på NasdaqOMX Small-Cap§  Ca 1000 medarbetare§  Omsättning ca 1 Miljard SEK 2012§  www.cision.se & www.cisionwire.se
  3. 3. Definition
  4. 4. Source: Content Marketing InstituteInnehållsmarknadsföring innebär att utveckla ochdela relevant, värdefullt ochengagerande material med din målgrupp i syfteatt skaffa nya kunder eller öka försäljningen till befintligakunder. DVS, skapa innehåll som drivertrafik & ökar din försäljningDefinition: Content Marketing
  5. 5. Content Marketing är inget nytt…Source: Content Marketing InstituteVideo från Content Marketing Institute visades här under presentationen
  6. 6. Paid – Earned – Owned
  7. 7. Fyra PR-konsulter per journalist…Source: Sveriges Radio
  8. 8. Fyra PR konsulter per journalist…Source: Resumé
  9. 9. 50000550006000065000700007500080000850009000095000Aug Sept OctMentions of Content Marketing on the Web – Q3 2012Content Marketing: Hype / verklighet?
  10. 10. Uppvaknande för PR?Source: Weber Shandwick Asia Pacific
  11. 11. Varför nu?
  12. 12. Why NOW?200 milliontweets per dayLink authority amongst 15billion Web pagesmillions of dailyposts on forumsand social sites3.3 billion U.S.page views permonth1.64 billion postsdiscussing brandsin the U.S. eachyearGraphic courtesy Simon Cockell via Flickr- Online behavior is in place- Algorithms and math/Big Data- Ability to track & measure
  13. 13. Source: The New York Times“The heightened competition [for GoogleAdWords] has driven up the pricesfor keywords and made it harder forsmall companies…”
  14. 14. Price Per Click on GoogleSource: The New York Times
  15. 15. Content Marketing Spend§  Currently, marketers dedicate approximately 25% of their totalbudgets to content marketing initiativesContentMarketingAll otherMarketingIncreaseSpendAll othersSource: Content Marketing Institute§  60% report that they plan to increase their spend on contentmarketing over the next 12 months
  16. 16. Content Marketers’ målsättning0% 10% 20% 30% 40% 50% 60% 70%Thought LeadershipEngagementWebsite TrafficCustomer RetentionLead GenerationCustomer AcquisitionBrand AwarenessSource: Content Marketing Institute
  17. 17. Source: Resumé
  18. 18. Source: Resumé
  19. 19. Hur?
  20. 20. Content Marketing
  21. 21. Nätverk
  22. 22. Nätverk
  23. 23. Branded Content på Di.se
  24. 24. Exempel
  25. 25. Blog
  26. 26. Facebook
  27. 27. Twitter
  28. 28. Instagram
  29. 29. Pinterest
  30. 30. Online TV
  31. 31. Red Bull
  32. 32. Colgate Palmolive
  33. 33. American Express“These partnerships allow us to create memorable experiences for our Cardmembers; through our content use,we are able to scale out that experience to prospective and current customers and ultimately exposing more people toour brand and driving consideration.”
  34. 34. Procter & Gamble
  35. 35. Sears
  36. 36. Verizon
  37. 37. Social Media Newsroom
  38. 38. Att tänka på
  39. 39. Att tänka på§  Inte avbrytande — Doesn’t interrupt the user flow and fitsseamlessly into the experience§  I flödet och i sammanhanget — Complements, rather thancompetes with, the content around it§  Skapar förtroende — Engenders trust by delivering value asopposed to employing deceptive marketing tricks§  Upprätthåller varumärkesintegritet — Takes the long view to craftand communicate a brand’s story authentically§  Tillför värde — Supplements the experience by either entertaining,informing or engagingSource: Solve Media
  40. 40. Tips
  41. 41. 10 Tips från Cision
  42. 42. Contact informationMagnus ThellManaging Director Cision NordicsE-mail: magnus.thell@cision.comMobile: +46 (708) 950 822IM (Google Talk): magnusthellFull contact info at LinkedInTwitter: @magnus_thell(www.twitter.com/magnus thell)http://pinterest.com/magthe/www.cisionwire.sewww.cision.se

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