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Content marketing: Od buzzwordu k transformaci značek

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Radka Šubířová a Daniel Libertin na konferenci Brand Restart 2019.

Každý dnes říká, že dělá content marketing… Jak k jeho definici a tvorbě přistupujeme v C3? Na jakých principech stavíme, abychom zajistili reálný a dlouhodobý dopad na značku a výkonnost firmy?

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Content marketing: Od buzzwordu k transformaci značek

  1. 1. Creative Code& Content
  2. 2. | Titel der Präsentation, 29.04.2018 Content marketing brings quality into advertising
  3. 3. What to expect from a content marketing agency?
  4. 4. ¯_(ツ)_/¯
  5. 5. Content is something people want to spend time with
  6. 6. DATA TECHNOLOGY CREATIVITY
  7. 7. Without data you're just another person with opinion
  8. 8. Without opinion you're just another person with data
  9. 9. Customer perspective in marketing (automation)
  10. 10. 15
  11. 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. 12. A few examples of our work
  13. 13. Hier Screen einfügen Electronic Beats* Content marketing for Deutsche Telekom * on www.electronicbeats.net and different social channels
  14. 14. Integrated communication via online platform, social media, events 360° content creates a global community
  15. 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. 16. 2 2 | Titel der Präsentation, 29.04.2018 ŠKODA Storyboard Global Content HUB
  17. 17. ŠKODA Storyboard at a glance The brand‘s integrated platform combining the digital channels and content production of corporate communications and marketing.
  18. 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. 19. ŠKODA Cycling: Brand connection with a sponsorship platform
  20. 20. ŠKODA WHY WE RIDE Online campaign strengthening the brand‘s leverage of long-term cycling event partnerships and content platform WeLoveCycling.cz
  21. 21. https://c3prague.com/cs/nase-prace/skoda-why-we-ride-cz/
  22. 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. 23. 2 9 | Titel der Präsentation, 29.04.2018 Česká spořitelna Korporátní bankovnictví
  24. 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. 25. Closing the gap in customer experience
  26. 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. 27. Pride about our soldiers
  28. 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. 29. Success of your content
  30. 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. 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. 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. 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. 34. Where to begin? Performance audit SEO audit Content audit Continuous optimisation based on performance data
  35. 35. hello@c3prague.co

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