This was a seminar held in during one or our Skapa & Friends meetings at our office. It was about content marketing and specifically on how to use content to attract relevant visitors and drive sales. What to consider when doing content strategies, Google's importance, how to maximize visibility when publishing.

1. Skapa & Friends 2013-06-13
“Innehåll som driver försäljning!”

2. Skapa & Friends: Innehållets betydelse
Seminarium om innehåll i bloggar och sociala medier
som lockar rätt besökare:
• Strategier för innehåll
• Googles betydelse
• Optimal publicering
• Några exempel
• Rätt besökare blir leads
• Skapa MediaPac

3. Skapa – smart online communication
Communication and marketing:
Online marketing is about understanding the
needs of your target groups and giving them
relevant content – regardless if it’s published
on blogs, social media or websites.
We‘re happy to do it for you!
Web, technology and development:
Irrespective if you use a smartphone, a tablet
or a computer, it’s the access to the right data
that determines your success. We build
advanced and easy-to-use apps, extranets and
websites that supply the data at the right
moment!

4. A few of Skapa’s customers…

5. “I think we should have a blog!”
“Should we or corporate
communication handle it?”

6. “LinkedIn is really good. And now
you can have a company page”
“How many updates do we need to
do on it? Who will do it?”

7. Strategies for content

8. Are you publishing every day…
“…and pushing stuff out on Facebook
because it's the right thing to do and
you just need to keep in people's
faces? Or are you doing it because
you have something to say, that
you've thought it out, that you know
exactly what it is? There are a lot of
brands who are simply there because
they can be."
Mitch Joel is President of Twist Image -
one of the largest independent Digital
Marketing agencies in North America. A
prolific blogger and podcaster, Mitch is
the author of Six Pixels of Separation and
most recently
Control.Alt.Delete.
Source: http://www.marketingprofs.com/podcasts/2013/10814/kill-your-content-mitch-joel-on-marketing-smarts-podcast#ixzz2VuwRMJmV

9. What's the ultimate goal of using content to achieve business
results? Is it:
• Increase brand awareness?
• Improve client engagement?
• Decrease customer support inquiries?
• Attract and retain key staff members
• Support sales with valuable leads
Anything that does not support your goal/goals, has no place in
your strategy!
Strategy – define your goals

10. ”Creating valuable local dialogues”

11. The benefit of using social media increases
1. Gather information from opinion leaders, business specialists,
colleagues, partners and competitors
2. Publishing material to create activity, attract ”Likes/Followers”
and increase potential reach
3. Publishing of valuable and customer focused content
4. Engagement and dialogues build relations to the company and
between your fans/followers

12. • Define your target groups / personas
• Listen to their main challenges in their operations relating to
your business or offering
• How can your content help them with their questions,
challenges and needs?
• What types content can be used?
• How much resources do we need?
• How can we make sure not to deviate from our strategy?
Strategy – Customer oriented content

13. • Vilka marknader finns ni på?
• Vad driver dem till er?
• Varför blir en prospect en kund? Varför inte?
• Finns det säljare, marknadsförare, kundstöd bland dem
• Lojaliteter mot varumärke, produkt, återförsäljare, tjänster,
service, personal, etc.
• Hur kommunicerar de med er idag?
• Var i den digitala världen finns era målgrupper?
Nulägesanalys av kunder och prospects

15. Strategy to attract relevant visitors

16. Website
YouTube
Mobile
Flickr
Twitter
E-mail
LinkedInFacebook
Google
Blog
Pinterest

17. YouTube
Mobile
Flickr
Twitter
E-mail
LinkedInFacebook
Google
Website
Blog
Pinterest

18. Source: http://www.cmocouncil.org/download-center.php?id=262

19. Content with best ROI
Content with best ROI according to marketing professionals worldwide, Jan 2013. Source: www.emarketer.com. CopyPress, “2013 State of
Content Marketing Study”, Feb 12, 2013.

20. ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1

21. Ramirent
Google place 1-10 on:
• climate monitoring
technology
• limited space
construction
• know-how on safety
machine

22. Tripnet – local expertise
Google: lastbalansering

23. Volvo Penta
• Blog on a trip down the
English Channel with a
work boat with the new
Volvo Penta IPS 900 on
board.
• Volvo Penta Facebook

24. Ett Skapa-exempel på genomslaget
Nr. 1 efter
2 minuter!

25. Rätt besökare blir leads

26. “We have a great sales force”
• Good understanding of
our customers needs
• Supreme knowledge of
our products/services/
solutions
• Excellent ability to
strengthen relations
and build confidence
Google image search “salesmen”

27. Attract leads with relevant content
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services

28. TWITTER
FACEBOOK
BLOG
ARTICLE
YOUTUBE
WEBSITE

29. Skapa MediaPac

30. Innehållsmarknadsföring
TidKampanjer
Innehåll
Marknadsförings-
värde

31. Skapa MediaPac för resultat
• Vi har tagit fram en lösning där vi:
– Baserat på er innehållsstrategi, skapar vi relevant innehåll för er som
ger er värde nu och i framtiden.
– Publicerar det på ett optimalt sätt i flera kanaler som ger en stark
Google-effekt.
– Mäter resultatet, jämför mot mål och agerar på det.
– Skapar nya affärsmöjligheter för er!
• Det är detta som vi kallar för smart online-kommunikation och som vi
erbjuder i vår lösning Skapa MediaPac.

32. Kontakta oss gärna för ett möte:
Erik Ekholm,
Skapa.se
Tel 031 3011151
erik.ekholm@skapa.se
Kajsa Owenede,
Skapa.se
Tel 031 3011157
kajsa.owenede@skapa.se