Analysis of Onrobot Denmark, roadmap for content marketing strategy

1. CONTENT
ROADMAP
2019
1
Vivien Wamalwa - Muff

2. Overview
Objective
● Core strategy
Buyer persona
● The B2B buyers journey
Content marketing plan
● Content Types
● Content Tools
● Content distribution channels
● Strategy & Planning
● Measurement
● Effective content strategy steps
Previous experience
2
Strategic
5% Increase in qualified sales
funnel by end 2019 from 2018
Tactical
Formulate strategy
Operational
Execute & measure Strategy

3. Core
strategy
Collaboration
between teams to
simulate consistent
brand message
3
Structure
Organization,
categorization,
component elements
Substance
Story, topic,
brand elements,
voice and tone
Workflow
Roles, processes,
tools.
Content
Team
Governance
Policies, standards,
guidelines

4. 4
2019 Q1 Q2 Q3 Q4
Create unifified brand indentity
● Collaborate with the department head &
align with brand status & plans
● Incorporate current brand audit in best
practices content audit
● Incorporate new voice and tone
standards into deeper strategic
content audit
● Evaluate consistency brand voice
and tone
● Consitent content on selected
channels
● Review brand identity
performance
Create and implement content
strategy
● Formulate strategy for content
● Select and kick off with CMS
● Research best practices content audit
● Implement content strategy
● Follow-ups
● Mid-year evaluation
● Analyse using KPI’s for region’s
and products
● Measure strategy ROI through
sales leads captured
Create a Roadmap framework ● Create content roadmap framework
● Start working on identifying
policy,standards and guideline required
● Execute roadmap framework
● Roll-out policies standards guidelines
● Plan and implement content roll-out
audit process
● Continue improving on roadmap
plan
● Introduce iterative
improvements and
communications review
processes
● Complete annual roadmap plan
analysis and review
● Build upon and start on 2020
strategy
Design and implement framework,
workflow tools and processes
● Collaborate with marketing and other
departments to design editorial workflow
● Analyze current workflow effectiveness
● Propose tools and channels
● Assess top performing tools and
channels
● Assess industry trends and liaise with
partners & collaborators
● Team assessment
● Adapt identified tools and
channels to drive more leads
● Review and share best content
practices
● Evaluate and select effective
tools, channels and processes for
2020
Shift to data-driven decision ● Market Research on industry trends
● Apply data insights into marketing actions
● Conduct current data assets assessment
● Launch quarterly reporting processes
● Implement consumer driven insights
from On-Robots data
● Design and socialize user personas
● Identify success metrics for new
content initiatives
● Map content to users
● Socialize new metrics program
● Analyze top performing quarterly
reporting processes
● Collaborate with team to
determine prioritization based on
year results and plan for 2020
Content Marketing Plan

5. 5
B2B Persona
Data banks & centres
Facebook 2 , Google 2, Apple 2, Global
Connect.
29 colocation data centers
Challenges: Facebook
● Server racks maintenance
● Diagnosis for crush function
● Ethernet plugging cable connector
Products:
On-robot Connector Insertion Application
Hex 6-axis Force/Torque Sensor

6. The B2B buyer’s journey
6
Awareness
Get traffic:
Newsletters and email
marketing, blog posts,
white papers,
infographics, videos,
flipbooks, SoMe.
Consideration
Get leads:
Cased studies, videos,
reviews and
testimonials, events &
expos, LinkedIn lead
generation, social
selling, personal
selling.
Decision
Get sales:
sales conversation,
demos, free
assessment,
quotes/proposals,
Free consultation,
trials.
Advocacy
Advocate:
Introductions and
referrals, social media
engagement, social
sharing of content.
Retention
Retain & referrrals:
Nurturing campaigns
like SoMe updates,
email marketing,
video’s, blog posts,
case studies.

7. Content Types

8. 8
Content Tracking Google Alerts, Monsterinsights, Social Mention.
Email Marketing Mailchimp, Activecampaign,
Social Media Buffer, Hootsuite, Facebook Page Insights
Content Recycle Audacity, Googledocs, Shuttershock, Pexels fx. Audio from blog posts
Headline Creation Hubspot, Seopressor,Emotional Value Headline Analyzer
Content Promotion GoogleAdwords, SoMe Ad Platforms Linkedin, Twitter, Pinterest, Facebook, Instagram, Youtube
Content Curation Curata, Pinterest
Visual Content Canva, Pictochart, Picmonkey, Sketchboard
CMS Wordpress
Content Tools

9. Content distribution Channels
9

10. Strategy And Planning
10
Focus Objective Actions Budget
What Strengthen Brand
Identity
Increase
awareness by 5%
Create and
execute content
strategy
TBD
Why To increase
market-share
+5% sales volume CTA’s
Direct offers
TBD
Who Existing and
potential
industrial B2B
companies
Increase buying
frequency from 2
to 3 buys per
month
manufacturers,
logistics, retail,
Pharmaceuticals,
IT companies
TBD
When Start January
2019
Evaluate content
effectiveness end
of 2019
Plan, Execute,
Measure
TBD

11. Effective content strategy
11

12. Measurement
12
User indicators
Web traffic, “likes,” page
views, search rankings3
Primary content indicators
Sales increase, costs savings,
retention rates.1
Secondary content
indicators
Lead quality, lead quantity,
shorter sales cycles.
2
The Content Marketing Pyramid

13. Market research - Cane-line.dk -
https://www.slideshare.net/candiesvie/furniture-market-in-kenya-65694859
Chimera-iot.co.ke
https://drive.google.com/file/d/0Bwnrr23IgIVJUFg2SDZraEtlaUthaGN6bjE3ZkxkNEYwOTFF
/view
Video - https://vc4a.com/ventures/chimera-iot-smart-home/
Presentation - https://app.luminpdf.com/viewer/vPTPQqfh4PCBAESSK
Infographics 2015 -
-https://vivienwamalwa.wordpress.com/2015/03/14/infographics-statistics-and-facts-on-int
ernet-usage-among-generation-x-1965-and-1980/
13
TH
AN
KS
Linkedin.com/Vivienwamalwa
Previous Experience