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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

Editor's Notes

  • W. Edwards Deming
  • W. Edwards Deming
  • W. Edwards Deming
  • Dávno za námi jsou časy, kdy se za obsah považovalo jen to, čím plníte své webové stránky nebo blog. Poptávka po kvalitním obsahu je dnes všude, od sociálních sítí přes nativní reklamu až po newslettery
    Content marketing these days is increasingly important for brands, as they need to find new ways to address their audiences in more relevant and meaningful ways. 
    As opposed to traditional campaign thinking, content is something that is always on. 
    Our aim with this for our clients is to answer every human interest of their audiences with the right content, and that’s what makes content marketing extremely important for businesses.
  • Goal: Create brand awareness for the „lost“ target group of millenials
  • ŠKODA brand's global content hub and media portal. In EN, CZ, DE. Live since Sept 2016
    The Stories Section covers a broad variety of topics about and around the product, explaining the brand’s heritage, design, functional technology and passion for sports.
    The Media Room provides the latest press releases, news as well as an extensive amount of images and videos.
    C3 built it from the very beginning – žurnalistika + SEO + media kampaně
    storytelling springboard into brand-focused communication, emotionalising the brand
    Target groups: fans and journalists
  • ŠKODA brand's global content hub and media portal. In EN, CZ, DE. Live since Sept 2016
    The Stories Section covers a broad variety of topics about and around the product, explaining the brand’s heritage, design, functional technology and passion for sports.
    The Media Room provides the latest press releases, news as well as an extensive amount of images and videos.
    C3 built it from the very beginning – žurnalistika + SEO + media kampaně
    storytelling springboard into brand-focused communication, emotionalising the brand
    Target groups: fans and journalists
  • Mini-campaign celebrating female cyclists and showcasing the different reasons they ride.
    The campaign has been localized and activated in 18 countries in Europe and in Australia.
    The English version of the video alone has received more than 2.3M views and almost 2K likes to date. The help content have significantly improved ŠKODA’s authority in search.
  • Campaign (ATL) + social + influencers
  • Česká spořitelna is well established in terms of retail banking, but needs to build its reputation as a trustworthy business expert further within the Corporate sector.
    Newsroom team of journalists, marketing strategists and creative experts
    Topics inspired by the bank’s campaign agenda, and the long-term interests of its clients
    Žurnalistika + SEO
  • CX + konverze
    no direct media support
    largely driven by organic search and traffic coming from product pages
    product and content are well interlinked
  • Publishing + social
  • not much space for UX analytics - heatmaps not needed unlike ecommerce
    unpaid visits vs paid visits vs org search visits
    metrika EngagementAvg = doba, kdy uživatelé s článkem aktivně interagovali
    metrika articleAvgEng = průměrná míra dočtení článku, tj. procento uživatelů, kteří na stránce doscrollovali až na konec
    setting up bounce rate (scrolls)
  • not much space for UX analytics - heatmaps not needed unlike ecommerce
    unpaid visits vs paid visits vs org search visits
    metrika EngagementAvg = doba, kdy uživatelé s článkem aktivně interagovali
    metrika articleAvgEng = průměrná míra dočtení článku, tj. procento uživatelů, kteří na stránce doscrollovali až na konec
    setting up bounce rate (scrolls)
  • Tracking: fb pixel aj., utm, event trackingunified metrics and reporting
  • conduct a content performance audit:
    analyse traffic by source (organic search, referrals, organic social, paid search, display, native ads, paid social): compare qualitative metrics, conversion rates
    investigate the connections with other owned platforms of the brand & review its position in the ecosystem
    coordinate with UX teams and compile list of pages with high traffic & low exit rates. Identifying these pages will allow us to find optimization opportunities to keep users moving along the site
    look into the current media buying tactics to ensure that we are targeting the right audience and spending our budgets efficiently
    conduct an SEO audit:
    though traditionally a "longer-term" traffic source, we can significantly decrease the time we need to get into the Google top search results by optimizing our content pieces to reflect user interest and relevance
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