HEJ HYPER PEOPLE!

CRASH COURSE #1
THE BASICS IN STRATEGIC CONTENT MARKETING
& UNDERSTANDING YOUR READER

Create value
All. The (f**king). Time.

@MatterHQ
Mathias Eriksson
Journalist
hello@matter.se
@DetNya
Ad agency
matter.se

2007

THE DOUBLE FRUSTATIONS OF
DIGITAL COMMUNICATION

NO CONTINUES THINKING

NO CONTINUES THINKING
NO READER

!
NO READER

CAMPAIGNS ONLY
AND (MAYBE) TARGET AUDIENCES

2010

MATTER IS FOUNDED

MATTER TODAY

Creatives,

Creatives, Strategists

Creatives, Strategists
& Producers

Creatives, Strategists
& Producers

Client focus?

Business challenges + process before project
+ reader perspective

Content Strategy + Content Marketing

Strategic Content Marketing

Valuable Content. Everywhere.

STRATEGIC CONTENT MARKETING

IS NOTHING NEW

1900

FOTO AV TROU. LICENSIERAT UNDER CC-BY-SA 3.0

HERE IS THE CRASH COURSE

1

WHO DO YOU WORK FOR?

YOU WORK FOR THE PEOPLE

YOU WORK FOR THE PEOPLE
(FOR THE SAKE OF YOUR CLIENT)

CREATE VALUABLE & USEFUL
THINGS FOR THAT PERSON

THE READER

2

WHY DO YOU DO THIS?

AND HOW DOES IT MATTER FOR
YOUR (CLIENT’S) BUSINESS?

DEFINE.
SET OBJECTIVES. MEASURE.
FOLLOW UP. CHANGE.

3

GET THE
ORGANISATION
ONBOARD

YOU NEED AN EDITORIAL ORG

MEETING AROUND THE SAME
TABLE REGARDLESS OF
DIVISION OR DEPARTMENT

WHERE YOU FOLLOW UP
AND CHANGE THE PLAN

1
2
3
THE READER
OBJECTIVES
ORGANISATION

CONTENT STRATEGY
BRAND ASSETS
READER INSIGHTS
POSITION
STORYLINES
OBJECTIVES
CHANNELS

CONTENT STRATEGY
BRAND ASSETS
READER INSIGHTS
POSITION

WHAT VALUABLE STUFF CAN YOU
PROVIDE YOUR READERS WITH?
WHAT IS YOUR BRAND’S ASSETS?

AND WHAT DOES YOUR READERS
REALLY WANT & NEED

WHAT IS YOUR POSITION IN
THE MEDIA LANDSCAPE
OF YOUR READERS?

LET’S HAVE A
LOOK AT STENA LINE

Se filmen på YouTube här!

READERS. ASSETS. POSITION.
STORYLINES. OBJECTIVES.
CHANNELS

GET PRACTICAL.

GET A PLAN. CHANGE IT.

WE CALL THIS
CONTENT PROGRAM

LET’S GO TO
A LIVE EXAMPLE

Källa: Klipp från Youtube

Sveriges största energisparexperiment

PR, advertising, community building,
content marketing and service marketing

All integrated with and editorial org

Editorial org
Content types
Publication feed
Community Management

Editorial org
Content types
Publication feed
Community Management
CPr
Content Program

ustomer ser vcice Agencies Marketing
C
Sales
PR
IT
...

Content Types
”Experten”
”Deltagaren”
”Fråga på stan”

Publication feed
Week
1
2
3
4
5
Site
Newsletter
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Twitter
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Ads & TVC
PR

Community Management
Facebook
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PR
Reklam
Twitter
Nyhetsbrev
Sajt

Meet Mats

Källa: Klipp från Youtube

Integrerad kommunikation
Vecka
Sajt
Nyhetsbrev
Facebook
Reklam
PR
Mats
2
3
5
Instagram
Mats
1
4
Twitter
Mats
Mats
Mats

LET’S DO A RECAP.
REMEMBER THREE THINGS

1
2
3
THE READER
OBJECTIVES
ORGANIZATION

AND PACK IT UP IN A
CONTENT STRATEGY

AND PACK IT UP IN A
CONTENT STRATEGY + GET A
PLAN: CONTENT PROGRAM

IF YOU CHOOSE TO ONLY
REMEMBER ONE THING

THE READER

AND THIS IS WHERE
WE START TODAY

HOW ABOUT YOUR READERS?

USUALLY WE USE A COMBINATION
OF QUALITATIVE ANALYSIS
AND QUANTITATIVE DATA

AND AS A STARTING POINT WE
PERFORM A READER ANALYSIS

CALLING ON DIFFERENT PARTS
OF THE ORGANISATION TO
PARTICIPATE IN A WORKSHOP

AND WE USE A REMIX OF XPLANES
WONDERFUL EMPATHY MAP

THINKING
HEARING
SEEING
DOING

TODAY. THIS IS NO MORE.

WHY?

The average person looks
at their phone 150 times a day
Source: http://www.textually.org/textually/archives/2012/02/030229.htm

The average iphone users spend an
average of 1 hour and 15 minutes on
their phones daily, as opposed to
49 minutes for Android users.
Source: http://www.experian.com/blogs/marketing-forward/2013/05/28/
americans-spend-58-minutes-a-day-on-their-smartphones/

SOME SWEDISH DATA

Source: Svenskarna och Internet 2012

Source: Svenskarna och Internet 2012

WHEN ARE WE
CONSUMING CONTENT?

Source: http://www.lukew.com/ff/entry.asp?1451

SO AS OF NOW.
THIS IS DEVELOPED INTO
SOMETHING NEW

THAT WE ARE LAUNCHING TODAY

AND WE ARE DOING THIS
BECASE THE MEDIA USAGE
IS CHANGING. FAST.

TACK!
hello@matter.se
@MatterHQ
matter.se