1.
Creative
Code&
Content

2.
| Titel der Präsentation, 29.04.2018
Content marketing
brings quality into
advertising

3.
What to expect
from a content
marketing
agency?

4.
¯_(ツ)_/¯

5.
Content is
something people
want to spend
time with

6.
DATA
TECHNOLOGY
CREATIVITY

7.
Without data
you're just another
person with
opinion

8.
Without opinion
you're just another
person with data

9.
Customer perspective in marketing (automation)

10.
15

11.
Content marketing
Content marketing agency’s work has many facets
Campaigns
Digital
ATL
Social Media
SEO
Influencers
Journalism
Corporate
publishing
Customer
retention
Lead
management
Content
marketing

12.
A few examples
of our work

13.
Hier Screen einfügen
Electronic Beats*
Content marketing for Deutsche Telekom
* on www.electronicbeats.net and different social channels

14.
Integrated communication via online platform,
social media, events
360° content creates a global community

15.
Importance of the knowledge what
the target audience is interested in.
Life is for sharing
Music icons
Background stories about personalities
who have shaped the music scene
Style & tonality
Humorous, nerdy, diverse content
Events
11 live events in 9 European
countries with 66 artists and
30,000visitors
Artists, producers & tech
Insights about their creative work

16.
2
2
| Titel der Präsentation, 29.04.2018
ŠKODA Storyboard
Global Content HUB

17.
ŠKODA Storyboard at a glance
The brand‘s integrated platform combining the digital channels and content production of corporate
communications and marketing.

18.
Increase in total visits year-on-year
ŠKODA Storyboard at a glance
The brand‘s integrated platform combining the digital channels and content production of corporate
communications and marketing.
Increase in organic search visits year-on-year
Increase in journalist visits year-on-year
4.2x
3.8x
2.8x

19.
ŠKODA Cycling:
Brand connection with
a sponsorship platform

20.
ŠKODA WHY WE RIDE
Online campaign strengthening the brand‘s leverage of long-term cycling event partnerships and content
platform WeLoveCycling.cz

21.
https://c3prague.com/cs/nase-prace/skoda-why-we-ride-cz/

22.
Insight generation process in practice
CAMPAIGN
FOCUS:
CYCLING
• client brief
• ongoing brand
monitoring
MAIN TOPIC
IDENTIFICATION:
FEMALE
CYCLING
• market/client data
• trending topics
• online conversations
HOW TO BEST
ADDRESS THEM:
RELEVANT
NEEDS AND
PREFERENCES
• online conversations
• search analysis
HOW TO BEST
CONVEY THE
MESSAGE?
INFLUENCER
COOPERATION
• influencer
identification tools
CREATIVE
EXECUTION
1 2 3 4

23.
2
9
| Titel der Präsentation, 29.04.2018
Česká spořitelna
Korporátní bankovnictví

24.
Long-term content platform for a corporate audience
ČS Corporate online business magazine
Increase in total visits within the first 3 months
Increase in article finish rate
Increase in article active reading time
32%
12%
50%

25.
Closing the gap in
customer experience

26.
59%
Organic
Search
ČS product
page or
other site
within
ecosystem
Social
Other
(Referral,
Email,
Direct)
15%
other
HELP
content
on the
blog
EXIT
other
HUB
content
on the
blog
24%
Credit
card
product
page
Personal
Finance
category
page
11%
My
Healthy
Finance
product
page
Current
Account
product
page
TRAFFIC SOURCES FOLLOW-UP PATH
another
product
page
The Česká Spořitelna Retail blog illustrated
by one specific user journey

27.
Pride about
our soldiers

28.
M Ě ST ŠT Í L I B E R Á L O V É 1 2 0 0 0 0
C H A R I T A , D O B R O Č I NN O S T 1 1 0 0 0 0
M I L I T A R Y , H I ST O R I E 3 1 0 0 0 0
V Á L E Č NÁ F O T O G R A F I E ,
D O B R O V O L N I C T V Í 1 1 0 0 0 0
E X T R É M NÍ B Ě H Y , SP A R T A N R A C E 9 5 0 0 0
K Ř E SŤ A NS T V Í , V Í R A 3 4 0 0 0 0
Ž E NY , V Á NO C E 2 2 0 0 0 0

29.
Success of your content

30.
GOOGLE ANALYTICS
default and customised metrics
SOCIAL LISTENING AND ANALYTICS
SEO ANALYTICS
Measuring content success
• Total visits
• Unpaid visits
• Organic search visits
• Article finish rate
• Active reading time
• Exit rate
• % of returning users
• CTR to product section
• Downloads
• Newsletter subscriptions
• No. of contact forms sent
• Online conversation volume
• Online conversation sentiment
• % of audience reached
• Shares
• Reactions, comments
• Video views
• Video retention rate
• Usage of content by other media
• Visibility Score
• Quality backlinks
• Search volume

31.
GOOGLE ANALYTICS
default and customised metrics
SOCIAL LISTENING AND ANALYTICS
SEO ANALYTICS
Measuring content relevance
• Total visits
• Unpaid visits
• Organic search visits
• Article finish rate
• Active reading time
• Exit rate
• % of returning users
• CTR to product section
• Downloads
• Newsletter subscriptions
• No. of contact forms sent
• Online conversation volume
• Online conversation sentiment
• % of audience reached
• Shares
• Reactions, comments
• Video views
• Video retention rate
• Usage of content by other media
• Visibility Score
• Quality backlinks
• Search volume

32.
SEE
THINK
DO
CARE
Shares
Video retention rate
Visibility Score
Organic search visits
Article finish rate
Active reading time
Online conversation
sentiment
CTR to product section
Quality backlinks
% of returning users
Content relevance along the consumer
journey

33.
trackování návštěvníků
sledování událostí
podle typu obsahu, který konzumovali
uživatelé podobní návštěvníkům webu
získávání emailových adres
sběr informací
uživatelé podobní subscriberům
podle demografických kategorií
SUBSCRIBERS INTERESTEDVISITORS
tvorba cílových skupin
podle demografie, geografie,
zájmů a chování
podle typu interakce
uživatelé podobní zájmovým skupinám
průběžný remarketing:
opětovné oslovování
BUDOVÁNÍ PUBLIK
SEGMENTACE PUBLIK
VYLOUČENÍ DUPLICIT
TVORBA LOOKALIKE AUDIENCES
Building and monetising audiences

34.
Where to begin?
Performance
audit
SEO audit Content audit
Continuous optimisation based on performance data

35.
hello@c3prague.co