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How content really performs online
by @maartenvherck
Before we start…
Please do not record this performance
Before we start…
You have to ask yourself
Before we start…
What are your goals online?
And how will you measure them?
Before we start…
What is your core target group?

And what are they doing online?
Mechelen
30 years old
mother of 2
Works at a 

fashion store
Listens to 

Indie Rock
Awareness
Consideration &
research
pu...
Before we start…
What are your touchpoints with this client? 

And what is the purpose of every single one?
earned
paid
owned
awareness
consideration
& research
purchase post purchase
retention &
advocacy
xxxxx.be login omgeving
t...
Listen Promote MeasureEngage
Promote MeasureListen Engage
Listen to the market, identify your competition, learn from their
best practices and their bi...
Listen Promote MeasureEngage
Engage your audience based on the goals you have in mind
Off-page
Social Media
Content Amplification
E-mail
Native Advertising
On-page
Homepage
Product Page
Blog
News
Reviews
News
...
Basic Advanced
Consumer
initiated
Brand
initiated
Content
calendar
Conversation
management,
QnA, 

blog content,…
Content
...
Conversation management, QnA, blog content,…
Big
campaigns
Conversation management
Big
campaigns
Big
campaignsSmall
Listen MeasureEngage Promote
Promote your content so your content strategy is amplified
with content marketing.
Social Media
Content marketing

/ native ads
…
Blog
Website
Off-site On-site
Awareness - paid:

Brand initiated content
Co...
Conversation management, QnA, blog content,…
Big
campaigns
Conversation management
Big
campaigns
Big
campaignsSmall
ads
Listen Promote MeasureEngage
MONITORING and REPORTING will be an essential aspect to
constantly optimize your content and ...
Welcome Line up Friday Bands Tickets
xxxxx
sessions
xxxxx
sessions
xxxxx
sessions
xxxxx
sessions
xxxxx
sessions
xx% xx% xx...
Thank you.
How content really performs
How content really performs
How content really performs
How content really performs
How content really performs
How content really performs
How content really performs
How content really performs
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How content really performs

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A view on how content works, performs and converts online in a multi-channel environment. Presentation for SMDayBE

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How content really performs

  1. 1. How content really performs online by @maartenvherck
  2. 2. Before we start… Please do not record this performance
  3. 3. Before we start… You have to ask yourself
  4. 4. Before we start… What are your goals online? And how will you measure them?
  5. 5. Before we start… What is your core target group?
 And what are they doing online?
  6. 6. Mechelen 30 years old mother of 2 Works at a 
 fashion store Listens to 
 Indie Rock Awareness Consideration & research purchase post
 purchase retention & advocacy Feels MoT MoT MoT MoT Meet Fanny
  7. 7. Before we start… What are your touchpoints with this client? 
 And what is the purpose of every single one?
  8. 8. earned paid owned awareness consideration & research purchase post purchase retention & advocacy xxxxx.be login omgeving tool callcenter kantoor / callcenter / welkom boekjefolders / flyers / boekjes Radio / TV / … Social social retention Social ads SEA Display Remarketing Remarketing Remarketing Social engagement ads Performance advertising / cross-sell vergelijkingssite Word of mouth ambassadors PR PR ambassador program + cross-sell Targeted e-mailing adviseur
  9. 9. Listen Promote MeasureEngage
  10. 10. Promote MeasureListen Engage Listen to the market, identify your competition, learn from their best practices and their biggest mistakes.
  11. 11. Listen Promote MeasureEngage Engage your audience based on the goals you have in mind
  12. 12. Off-page Social Media Content Amplification E-mail Native Advertising On-page Homepage Product Page Blog News Reviews News Blog Testi
 monial Prod
 page Blog Important note: ALWAYS have some kind of CTA
  13. 13. Basic Advanced Consumer initiated Brand initiated Content calendar Conversation management, QnA, 
 blog content,… Content
 campaigns Amplifications through real time campaigning
  14. 14. Conversation management, QnA, blog content,… Big campaigns Conversation management Big campaigns Big campaignsSmall
  15. 15. Listen MeasureEngage Promote Promote your content so your content strategy is amplified with content marketing.
  16. 16. Social Media Content marketing
 / native ads … Blog Website Off-site On-site Awareness - paid:
 Brand initiated content Consideration - SEO:
 Consumer initiated content
  17. 17. Conversation management, QnA, blog content,… Big campaigns Conversation management Big campaigns Big campaignsSmall ads
  18. 18. Listen Promote MeasureEngage MONITORING and REPORTING will be an essential aspect to constantly optimize your content and content marketing.
  19. 19. Welcome Line up Friday Bands Tickets xxxxx sessions xxxxx sessions xxxxx sessions xxxxx sessions xxxxx sessions xx% xx% xx% xx% SPECIFIC PAGE
  20. 20. Thank you.

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