The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
Found out how the Asian-based hotel group with over 65 properties, Shangri-La Hotels & Resorts, got travelers to rethink about their entire decision-marking process.
3 Pillars of Content Marketing: Strategy, Creativity & PromotionKevin Gibbons
What REALLY makes content marketing a success? Find out in this SMX London presentation about content, keyword research & the art of audience engagement.
In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
Found out how the Asian-based hotel group with over 65 properties, Shangri-La Hotels & Resorts, got travelers to rethink about their entire decision-marking process.
3 Pillars of Content Marketing: Strategy, Creativity & PromotionKevin Gibbons
What REALLY makes content marketing a success? Find out in this SMX London presentation about content, keyword research & the art of audience engagement.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Programmatic Creative vs. Dynamic Creative Optimization (DCO)Thunder
Programmatic creative refers to the set of advertising technologies that allows marketers to execute data-informed, software-assisted creative.
Dynamic Creative Optimization (DCO) falls under the programmatic umbrella, but is only one of two technologies that solve creative problems for programmatic media. Digital marketers can leverage both DCO and Creative Management Platforms (CMPs) to maximize the impact of the creative within programmatic and direct advertising.
Learn how both programmatic creative solutions, DCO and CMPs helps digital marketers drive hyper-relevant ads to each audience.
Thunder Creative Management Platform enables brands, agencies, and publishers to amplify creative versioning across the most data-driven advertising channels today: desktop display, mobile display, and Facebook ads.
Schedule a demo today to see how Thunder can empower your organization to achieve ambitious creative strategies: https://www.makethunder.com/contact.
Social media marketing plan template 2023Fraser Hay
This social media marketing plan template 2023 contains an outline strategy for your social media marketing. Written by Fraser Hay of http://www.itstacksup.com
Social Media Marketing Plan Template 2023
Social Media marketing plan template
Social Media Marketing Plan 2023
Marketing Plan 2017
Marketing Plan Checklist 2023
Social Media Marketing Plan Checklist
Social Media Marketing Checklist
marketing checklist
social media strategy checklist
social media checklist
social media marketing strategy 2023
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
Digital Marketing Report PowerPoint Presentation SlidesSlideTeam
This complete deck can be used to present to your team. It has PPT slides on various topics highlighting all the core areas of your business needs. This complete deck focuses on Digital Marketing Report PowerPoint Presentation Slides and has professionally designed templates with suitable visuals and appropriate content. This deck consists of total of thirty three slides. All the slides are completely customizable for your convenience. You can change the colour, text and font size of these templates. You can add or delete the content if needed. Get access to this professionally designed complete presentation by clicking the download button below. http://bit.ly/2wxWyXp
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Digital Marketing Trends and Must-Have Solutions for 2023 Milestone Inc
Here's a perfect recipe for search marketing strategies, digital marketing and consumer trends, along with the must-haves for search marketers in 2023.
Content marketing is still hot. The bad news: many marketers think content marketing is about spamming people on social networks. I disagree with this approach. In this deck, I am sharing my 10 insights on content creation, based on my own experiences and best practices. But this is an unfinished document, I would love to receive input from other people in the field and I'd be happy to add their content tips into this deck.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Programmatic Creative vs. Dynamic Creative Optimization (DCO)Thunder
Programmatic creative refers to the set of advertising technologies that allows marketers to execute data-informed, software-assisted creative.
Dynamic Creative Optimization (DCO) falls under the programmatic umbrella, but is only one of two technologies that solve creative problems for programmatic media. Digital marketers can leverage both DCO and Creative Management Platforms (CMPs) to maximize the impact of the creative within programmatic and direct advertising.
Learn how both programmatic creative solutions, DCO and CMPs helps digital marketers drive hyper-relevant ads to each audience.
Thunder Creative Management Platform enables brands, agencies, and publishers to amplify creative versioning across the most data-driven advertising channels today: desktop display, mobile display, and Facebook ads.
Schedule a demo today to see how Thunder can empower your organization to achieve ambitious creative strategies: https://www.makethunder.com/contact.
Social media marketing plan template 2023Fraser Hay
This social media marketing plan template 2023 contains an outline strategy for your social media marketing. Written by Fraser Hay of http://www.itstacksup.com
Social Media Marketing Plan Template 2023
Social Media marketing plan template
Social Media Marketing Plan 2023
Marketing Plan 2017
Marketing Plan Checklist 2023
Social Media Marketing Plan Checklist
Social Media Marketing Checklist
marketing checklist
social media strategy checklist
social media checklist
social media marketing strategy 2023
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
Digital Marketing Report PowerPoint Presentation SlidesSlideTeam
This complete deck can be used to present to your team. It has PPT slides on various topics highlighting all the core areas of your business needs. This complete deck focuses on Digital Marketing Report PowerPoint Presentation Slides and has professionally designed templates with suitable visuals and appropriate content. This deck consists of total of thirty three slides. All the slides are completely customizable for your convenience. You can change the colour, text and font size of these templates. You can add or delete the content if needed. Get access to this professionally designed complete presentation by clicking the download button below. http://bit.ly/2wxWyXp
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Digital Marketing Trends and Must-Have Solutions for 2023 Milestone Inc
Here's a perfect recipe for search marketing strategies, digital marketing and consumer trends, along with the must-haves for search marketers in 2023.
Content marketing is still hot. The bad news: many marketers think content marketing is about spamming people on social networks. I disagree with this approach. In this deck, I am sharing my 10 insights on content creation, based on my own experiences and best practices. But this is an unfinished document, I would love to receive input from other people in the field and I'd be happy to add their content tips into this deck.
Free research report based on a survey among 400 senior managers in UK and USA. Goal was to measure the level of social media integration and the effects social media integration has.
The report gives details about social media adoption, social media integration, barriers to adoption and much more.
Storythinking: Die Kunst in Geschichten zu denken. Mein Vortrag bei #blogst13Christian Riedel
Mein Vortrag für die Bloggerkonferenz #blogst13 in Essen.
Ich zeige die Magie der Geschichten und wie sie Blogger sie nutzen können. Denn Geschichten sind mehr als ein Tool. Es geht um Gefühle, Konflikte und Spannung.
Technology is changing customer relations rapidly. You see that technology is becoming invisible, technology is creating new experiences for customers, technology is democratizing the world and technology is making customer relations more transparant than ever. These evolutions have a big impact on doing business. In this presentation, I give guidelines for your customer strategy in the day after tomorrow. How to create a future proof customer strategy? It is build on 5 pillars: mobile first, data expertise, platform thinking, boundless experiences and customer collaboration.
The Q1 Marketing Cloud webinar for 2012 will be delivered by Charlene Li and Rebecca Lieb from the Altimeter Group. The Altimeter Group will be unveiling new research results on Content Marketing and will discuss the need for organizations to rebalance their resources to become proficient content creators.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
The 2020 consumer is coming fast. Companies need to get ready for a new form of marketing. This presentation describes the capabilities and the organization needed to be successful in 2020.
Various Marketing Models: The SCOPE Planning Model, The Marketing Hourglass, The Brand Engagement Cycle, Basic Model of Ecommerce Design, Content Channels, The VAULT CRM Model, The Risk - Reward Matrix
If you want your content marketing to take your business closer to its goals, it helps to have a game plan – a strategic selection of plays you can rely on to help you beat the competition and score points with your target audience. Each year, our Benchmarks, Budgets, and Trends research reveals which tactics marketers are currently using. And while it’s clear that certain platforms and plays are likely to cycle in and out of popularity over time, we’ve noticed an alarmingly consistent trend that seems to impact nearly all of them: Content marketers are experiencing a large gap between using a tactic and getting effective results from it. Our newest Playbook aims to help all content marketers better understand the value proposition of content marketing tactics and achieve greater success with their efforts.
In this workshop for LeadsCon Path2Conversion, Michael Brenner explains the importance of content for B2B Marketing in today's digital world.
You will learn:
1. How to build a content marketing strategy
2. Editorial strategy
3. Distribution best practices
4. How to measure results
How to Write a Content Marketing Plan Step-by-StepBuffer
A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
The shifting healthcare landscape shows providers are less interested in the retail/detail approach to sales. Instead, they are looking to industry partners to provide high-quality content that helps them solve problems, provides them with professional education and training, or offers them best-practice consulting.
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
Content Marketing for the Life SciencesChris Conner
Manage your content marketing like a product. Why start from scratch on every campaign? You'll save a lot of effort by creating a collection of content that serves your customers and then adding functionality (new content) on a regular basis.
This SlideShare shows you why it's a good idea and what you need to get started.
Content marketing-Management career institute PoojaPatidar11
Basic definition:
1.Content Marketing:
Content is the information and experience which share and published in different forms.
2.Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
3.Content Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
4.Content Distribution:
Marketing refers to the activities of a company associated with buying and selling a product or service.
Categories in three groups-
a]Owned content distribution
b]Earned content distribution
c]Paid content distribution
5.3S model of content-
•Snackable (short & simple)
•Shareable
•Searchable
6. Content marketing includes-
a]Infographics
b]E-books
c]Photographs
d]Case studies
e]Question & answer articles
f]Blogs
g]Videos
h]Apps
7.Principles of content marketing-
a]Originality
b]Value
c]Consistency
d]Visibility
e]Engagement
f]Depth
g]Evolution
Summary
1.Develop editorial content
2.Publish the right mix on the right channels
3. Engage with the audience with each piece of information (interaction, comments, retweets…)
Basic definition:
1.Content Marketing:
Content is the information and experience which share and published in different forms.
2.Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
3.Content Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
4.Content Distribution:
Marketing refers to the activities of a company associated with buying and selling a product or service.
Categories in three groups-
a]Owned content distribution
b]Earned content distribution
c]Paid content distribution
5.3S model of content-
•Snackable (short & simple)
•Shareable
•Searchable
6. Content marketing includes-
a]Infographics
b]E-books
c]Photographs
d]Case studies
e]Question & answer articles
f]Blogs
g]Videos
h]Apps
7.Principles of content marketing-
a]Originality
b]Value
c]Consistency
d]Visibility
e]Engagement
f]Depth
g]Evolution
Summary
1.Develop editorial content
2.Publish the right mix on the right channels
3. Engage with the audience with each piece of information (interaction, comments, retweets…)
Content is being increasingly considered as marketing currency. It is used to engage and nurture suspects, prospects and customer relationships. Content written using professional writing services needs to be in-line with the messaging strategy and like any other project, needs to be planned well. Creating and regularly tracking a content dashboard is a good way to begin
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
Content marketing is a marketing strategy. It is focused on the creation and distribution of valuable content with the purpose of attracting and retaining a specific, targeted audience. It builds interest in your brand and develops relationships and trust with your audience. But understanding what content marketing is doesn’t necessarily help you launch a content marketing effort. In our latest presentation, we map out the six steps you can take to launch a content marketing initiative.
Developing a Content Marketing Strategy for Your BusinessChristian Buckley
Six steps to developing a winning content marketing strategy and jump-starting your overall marketing plans. Presentation given at the 2013 Microsoft Worldwide Partner Conference (#WPC13) in Houston, Texas by Christian Buckley (@buckleyplanet), evangelist for Axceler (www.axceler.com).
Creating an Agile Marketing Framework - Centerline Digital - Version 1 - Marc...Centerline Digital
Marketers must become more agile to keep up with the speed of communication. Creating an Agile Marketing Framework is a methodology for brands to operate more like media companies – to pursue stories of value to their audiences like journalists.
While foundational elements of marketing solutions—like brand goals, audience understanding and measurement—will remain, the mediums, channels, contributors and pace must be constantly adjusted and optimized to reach audiences with valuable content.
Learn more: http://www.centerline.net
While everyone is trying to predict the next big thing in the ever-changing digital landscape, we believe that one thing will always stay relevant: Great content that resonates with your target audience and caters to their needs.
Similar to A six step content marketing model (20)
The world is facing difficult times. I hope to inspire you all about the impact the crisis may have on customer experience. In this presentation, I share some ideas about the future of customer experience. How will customer experience evolve during and after this corona crisis.
In the deck I work with three strategic pillars to focus your customer experience efforts on: digital convenience, empathy and responsibility.
Digital first really means customer first without compromise. That is what I learned from visiting more than 50 leading companies in this field of expertise. This presentation shows you the key trends of consumer behavior. This is about the consumer in the future. It's about the consumer in 2020. But the real question is how to deal with this customer. And that is where customer centricity comes in. The digital world creates new opportunities to create new experiences for consumers. This deck takes you on this journey
There is an urgent need for an extreme transformation of the customer relationship. Customers live in a world of self service, big data, customer automation and the integration of the online & offline world. If your organization fails to implement the digital relation, your future becomes very uncertain. Succeeding in the digital transformation will not be enough. As a consequence of the digital evolution, there is also a need for the human transformation of your customer relationship. Thinking about the role of humans versus machines, thinking about the role of the warm human touch and considering the power to connect people with people, are the key challenges in this domain. ’When digital becomes human’ is a story about the combination of the digital and the human transformation in your customer strategy. This story will take you on a journey to the future. It is provocative, exciting and scary. Enjoy this amazing view on the future of marketing!
Customer relations are in transformation! Pre-sales, sales & after sales are changing at high speed. Companies need to figure out the current customer journey, the role of self service, their data strategy and much more. In April 2014 I conducted a global study on the future of customer relationships in collaboration with data collection company SSI and translation agency No Problem!. The study looks into all aspects of a modern customer relation. This deck describes the highlights of the study.
Many companies find themselves at a crossroads. The next few years will decide which business models will survive and which will undergo sweeping changes. Technological evolution, the modern consumer and the total market compel us to answer that one crucial question: who is prepared to re-invent their company as well as themselves?
This deckand the accompanying presentation will introduce you to a philosophy that makes it possible for people and organizations to re-invent themselves. The objective is learning how to be relevant and successful in a tumultuous market.
The Future of Customer Service: From Personal, to Self, to Crowd ServiceSteven Van Belleghem
The corporate world is at full stretch. On the one hand companies must meet ever-growing expectations with regard to customer experience, while on the other hand there’s a need for economic efficiency. The ultimate challenge for the customer service of the future consists in offering improved customer service at a lower cost.
In the years to come, every company will question its customer processes. Any sensible company will strive to create the ideal combination between efficiency and the perfect customer experience. Players who are only active online, such as Amazon.com and Booking.com, boast a highly efficient customer process. Even though their customers rarely come into contact with actual people they still provide a very satisfactory customer experience. Traditional companies have a history of a personal service burdened with a heavy cost structure.
To avoid overstretching, traditional companies must invest in digitization and in forging a personal (emotional) connection with the customer. Technology is opening up new possibilities in this regard but customers also like personal contact. This combination is shaping the future of customer service: a shift to self-service while still keeping things personal. Also, the service package is expanded by involving the customers themselves in the process. The customer-helps-customer philosophy (crowd service) enables companies to be more efficient and improve their service without losing sight of the human aspect. Fifty-five percent of consumers like the idea of other consumers helping them and 58% are prepared to help others . The customer is ready for crowd service.
This paper was written based on my own research (in collaboration with SSI and translation partner No problem!), desk research and discussions with companies. This paper takes a closer look at new trends and evolutions in the field of customer service.
In September 2013, Steven Van Belleghem and Peter Hinssen organized an inspiration journey to the West Coast of the US. Together with 20 top executives, we visted a large group of companies. In this paper, we wrote down our conclusions of this very inspiring tour.
We learned the power of combining a customer first mentality with a networked organization and a purpose driven culture. Check out our paper to understand all details.
We are living in times where customer loyalty is decreasing. Is it possible to create a strong emotional relationship with your clients. Or even better: can you become Friends with your clients? In this presentation I describe the difficult road to friendship. It is about doing business with the heart and it is about involving people. That combination leads to the strong emotional bond. In the end, this leads to Friends with benefits: more sales, more word-of-mouth and more loyalty. This philosophy is part of the marketing of the future, in my belief. Doing business with and to the heart will become an asset in these modern times.
Consumers want to be in control.The service expectations are increasing day by day. The only solution to meet consumer expectations is a self service solution. The majority of consumers is ready for self service. This report contains the summary of a global research project in which we mapped this trend.
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Co-creation is a hot topic these days. Involving customers in the decision flow of a brand/company is one of the cool, new ways of doing marketing. In our research we found that some companies go a few steps further. Some succeed in intergrating the voice of the customer in ALL their decision flows. This paper describes the different steps to evolve from a one time co-creation project to structural collaboration.
The Conversation Company is a story about boosting your business by investing in company cutlure, people (internal & external) and social media. A Conversation Company optimizes the conversation potential of an organization.
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Summary of our social media integration research project. The full paper and detailed results are also available on my slideshare profile.
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https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
2. ………………………………………….………..……………..……………………………………………..……..
What to expect from this paper?
………………………………………….………..……………..……………………………………………..……..
• A pragmatic 6 step approach to start with content marketing. For most marketers content
marketing is intangible. This paper makes content marketing very easy to understand and it
guides you through the basic principles behind the philosophy.
• This paper is based on research. InSites Consulting conducted a qualitative study among
27 international companies to talk about the integration of social media. Content marketing
was one of the topics. Further, an in-depth analysis of 1,000 Facebook brand pages and
300,000 tweets about brands are used to write this paper. Finally, another source of
inspiration was a quantitative study among 400 senior marketers in the US and the UK.
• The results of this research are translated into both strategic and pragmatic insights that
should help companies to better understand and implement content marketing.
3. ………………………………………….………..……………..……………………………………………..……..
The objectives of content marketing
………………………………………….………..……………..……………………………………………..……..
Content marketing is one of the key challenges • Being recognised as an expert in your field: Strong and relevant content will
for companies these days. Most companies enhance the positioning of your company. Show that you are aware of the latest trends
acknowledge the need to change their commercial and that you are interested in innovation. This will help you to be seen as an expert in
model due to the rise of social media. Most your field and will increase general awareness of your brand.
companies are looking for ways to become • Maintaining relations with existing customers in a positive manner: Share new
responsive towards questions from consumers on content at regular intervals. This will encourage your customers to keep in touch with
sites like Facebook and Twitter. Companies also your brand. Do not bother them with new offers every five minutes, but provide them
understand that they should be proactive and feed with information that is interesting and useful. Offering them relevant and valuable
customers with conversation-worthy content. The content will make it more acceptable to launch a promotion every once in a while.
latter is the main problem. Most companies don't
• Attracting new customers and grow business: Your content is shared with existing
know what content marketing means.
customers and fans. If the content is strong enough, they will share it with their family,
In this paper, we want to give a clear view on how friends and colleagues. This is how content brings your company into contact with new
to implement content marketing in any kind of people. Relevant content can arouse the curiosity of new prospects, which makes them
business. want to discover more about your brand. In the end, content marketing should lead to
In case you wonder why content marketing is an increase in revenues.
important, these are the objectives to achieve with • Increasing social media reach: Finally, good content will automatically ensure that
content marketing. your company has a wider reach on social media. This will increase support for your
content and increase its impact. A wider reach also makes it easier to achieve the first
three objectives.
4. ………………………………………….………..……………..……………………………………………..……..
A 6 step approach in content marketing
………………………………………….………..……………..……………………………………………..……..
Content marketing consists of 6 different steps. Each of the steps is equally important;
they all play an important role in achieving the previously mentioned objectives.
1. 2. 3. 4. 5. 6.
Content Editorial Create Manage
Topic conversion content shareable content Measure
selection: strategy: planning: content: conversation: success:
define what you want to content marketing has once you have defined the right content once the content is the moment the content
be famous for. There is to lead to an increase the topics and the domain (step 1) is launched, people will strategy is up and
a content overload in in revenues. Think conversion strategy, important but not react to it. Be open to running you can
the world. The magic upfront about where create an editorial sufficient. The content this engagement from measure its impact
happens when you find conversion should calendar. Set up a needs to be easy to your audience and be through a set of
a topic you are happen. Define a top roadmap so you know share and worth ready to answer relevant KPIs. These
knowledgeable in and conversion point and when and where sharing. People tend to questions or to give KPIs should be a
that the market is still lead people to this point content will be shared. spread content that is feedback. Next to this combination of
waiting for. Select your through your content Streamline the content positive, relevant, conversation business generation
content domains calendar with all other appealing and contains management, think measures and
smartly and be marketing actions in a benefit. Take that into about the role of conversational
consistent in your order to increase account during the industry influencers measures.
choice. impact. The content creation of the content. during the launch of
calendar should also your content.
describe the level of
intensity of each
content action.
The rest of this paper gives a detailed description of each step.
6. 1.
Topic
selection:
Looking at the current content overload we find on the By combining the internal (the extent to which you are unique) and external (what
Internet, it is essential that your company only offers people are looking for) dimensions, it is possible to create four main content
relevant content. The choice of the fields you wish to categories:
concentrate on will determine whether you are
successful or not. In order to make the right decision, • To be avoided: content in which you are not unique and for which
you must carry out both an internal analysis (What can there is little demand. In other words, a waste of time and money.
you do and what can make you different?) and an This category must form 0% of your total content.
external analysis (What is the market looking for?). • Competitive: content which the market is interested in, but in which
you are not unique. In view of the level of market demand, you will
First and foremost, look for areas in which your
occasionally, perhaps even regularly, need to use content of this
company can offer unique content. Also study carefully
kind. Bear in mind that your competitors will also be sharing this
what the market wants. What topics are of particular kind of content, so limit your efforts to a maximum of 25% of your
interest to your target group? You can track these topics total content.
down by conducting a nethnographic investigation, by a • Niche: not many people are interested in this content, but it does
detailed online search or by market research in which differentiate you in the market. Invest where necessary, but limit
you map the conversations of consumers. Combine all your efforts to 15% of your total content.
these elements to make a smart content domain • Focus: the content where you can really make a difference. There
selection. is market interest, but your competitors are not able to satisfy this
interest. 60% of your total content should fall into this category.
9. 2.
Content One of the ultimate objectives of a content strategy is to attract new When creating your content, take into account the memory of Google.
customers or persuade existing customers to re-purchase. In other Google has a great memory. By using the right words and titles, your
conversion words, content should lead to conversion and to an impact on your content will pop up quicker in Google searches. This creates a higher
business. To achieve this, you will need to draw up a touch-point flow of readers, which eventually leads to a higher conversion.
strategy: content plan. This plan should include all touch-points where a So there are actually two aspects to work on in order to boost
(potential) customer can come into contact with your content. Then conversion:
you need to determine at which of these touch-points conversion to
sales is likely to occur. In many cases, the converting touch-point is the
website. A corporate blog can be the touch-point which leads people • Define a content conversion touch-point plan: know where you want
from the content area to the sales area. Social media accounts ensure to sell and how you will guide people to that point.
that there is sufficient daily traffic to the blog. • Define a ‘Google’ strategy to increase the number of people who
For companies working in the knowledge sector, SlideShare can be find your content. A good touch-point plan combined with a strong
used as a useful converting touch-point. SlideShare is a social network ‘Google’ plan leads to a high business impact of your content.
site where people can share presentations (PowerPoint, etc.). This is
the ideal place to show what you can do and what you have to offer. The compilation of a content conversion strategy can perhaps be
On this platform, it is easy to directly convert a reader into a sales lead. compared best with putting together a football team. Your ultimate
When mapping out your conversion touch-point plan, define the trigger objective is to score. To do so, you need to get the ball to your strikers.
of each touch-point to move to the next. Furthermore, try to keep the Some teams play a long ball game, so that the ball is played quickly and
lines as short as possible. The more steps somebody needs to take directly to your forward players. Other teams play a passing game, with
before reaching the point where you achieve your business goals, the lots of short combinations before finally whacking the ball into the goal.
harder it is to get high conversion rates. But no matter how you do it, getting the ball into the back of the net is
Include a clear call to action for your audience. Guide them to the point the only thing that counts. You are the trainer of the team, so it is up to
of conversion. The good thing is: if you provide them with relevant you to decide the best route to the goal. Every strategy has its
content, you are allowed to use commercial content as well. Just make advantages and disadvantages, but one thing is certain: without any
sure the commercial content comes at the point where you convince kind of strategy, you won’t win anything at all.
people with your non-commercial content.
12. 3. Updates
Editorial The next step in the process is planning Updates are short messages you send out with a certain degree of regularity. Updates
your content. Set up a detailed sheet (in are usually a combination of formal (facts and figures, news, recruitments, etc.) and
content my experience Excel is the easiest tool) informal (culture, staff news and events, a look behind the scenes, etc.) content.
planning: in which you match content and touch- These are content pin-pricks that allow your fans and followers to keep abreast of all
the important and not-so-important developments in their favourite company. Updates
points. Decide on the timing when
are usually shared via social media. They keep your company in the thoughts of your
certain content will be published on a
customers.
certain touch-point. Touch-points
should be a combination of owned and
Projects
paid media. Earned media is the effect
of your conversation-worthy content. Projects run over a longer period and are usually related to a particular theme. For
example, a project might be a product launch, the opening of a new department, an
It's important to understand that not important research study, a major customer event or a recruitment drive. The
every content item can and should have company develops content relating to the theme on a regular basis over a longer
the same level of attention and intensity. period, varying from one week to three months. Projects work towards a specific
To bring the right nuance into your objective, and the content is planned in relation to that objective. This content (regular
planning, it helps to use three content small and large pin-pricks) is primarily shared via online channels, but can be
streams: content updates, content supplemented by offline media. A project can also be supported by means of a
projects and content campaigns. campaign (see below). Projects aim the spotlight at a certain aspect of your company.
Campaigns
Campaigns are shorter and more intense than projects, and are frequently supported
with offline media. This content is designed to increase awareness of your company or
to announce important news (e.g. a new product). All available media are employed to
force a specific short-term result (usually increased awareness and sales).
13. Creating this framework and
Updates Projects Campaigns ensuring the smooth flow of the
three different streams is not an
exact science. They do, however,
Maintaining relations in Mid to long-term Short-term realisation of give you a solid basis for action.
Objective a frequent manner realisation of objectives objectives (awareness, sales)
Try to think in terms of these three
streams and draw up a content
Objective Continuous 1 week to 3 months Average: 1 month planning in function of your
company-specific objectives.
High (almost daily) High: during the project Low: the same content (advert,
Frequency of new
new content is shared games) is used repeatedly The combination of these three
content creation throughout the campaign
almost continuously streams will gradually result in the
widening of your reach and
Intensivity Low Average High engagement. The updates will
ensure a steady influx of new
Media pressure Low Average High interested parties. The campaigns
will boost your reach tremendously
Maintaining relations in Mid to long-term Short-term realisation of for a short period. Because
Target group objectives (awareness, sales) campaigns are expensive, you need
a frequent manner realisation of objectives
to think carefully about how you
will use them. Organise them at the
Primarily online channels Primarily online channels, Targeted offline media right time and in the right place.
Media choice (Facebook, Twitter, blog) supported by suitable pressure, supplemented with Use updates and projects to
offline media all own online channels usefully maintain customer interest
in the periods between campaigns.
Formal and informal Content in function of Commercial content That is how you will keep in touch
Type of content ‘did-you-knows’, news, a project objectives with the people who are interested
glimpse behind the scenes in your company all year round.
14. By combining the three content levels, you are gradually increasing
the engagement with the target group
Specific update,
project or campaign
16. 4. Develop different layers of content
Create Once you have decided which content The concrete implementation of your content strategy can take place at many different
domains to focus on, you have a clear levels. Talk about your industry in general. Show that you know which direction the
shareable view on how content can lead to sector is developing in. Mention new trends and fashionable insights which will confirm
content: conversion and you have made a your expert status in the field. Your customers will be interested in sharing specific
content about your company. Facts, figures and ‘did-you-knows’ can all be very useful.
content plan, the only thing left is the
Furthermore, you will also be able to generate large amounts of informal content
execution of the plan. There is one key
through your own staff. Make your culture tangible. Tell ‘human-interest’ stories about
challenge here: people have to share your activities. And last but not least, remember to talk about your products. You can
your content with their network. That is even use content which compares your products with those of your competitors, as
the only way you can structurally grow long as you do so objectively.
the business through content.
Make the content easy to share
Make sure all your content is available in a digital format. This allows people to share
it spontaneously with their friends through social networks and e-mails. Next to that,
make sure that you connect 'share' buttons to all your content pieces. The philosophy
is simple: create easy opportunities for your target audience to follow and share
everything you say.
17. Make the content worth sharing • Simplicity
What type of content do people Selling a single idea to your consumers is enough. The more arguments and choice you give consumers, the more
share? That is the golden 1 difficult to share.
million dollar question that many
Internet experts are asking • Surprise
themselves today. Research The message must attract and hold the attention of the consumer in an innovative and counter-intuitive manner.
conducted by Chip and Dan
Heath learns us that there are • Concrete
six ‘sticky’ criteria. Content that Formulate exactly what you want to say to the consumer as clearly as possible. This can involve the use of all the
successfully passes the sticky different senses. Make sure that people can see in one split second what the story is about. Titles and design play an
test will be shared by the important role in this dimension.
target group.
• Credible
Advertisers often use research material or experts to make their message seem credible. This is one way to do so, but
it is also possible to personalise credibility. Credibility is one of the reasons why Obama is now living in the White
House. He didn’t get there simply by using a mass of statistics.
• Emotional
Let the consumers feel what you are trying to say. If you want to stop teenagers from smoking, telling them it is bad for
their health will be less effective than telling them it gives them halitosis.
• Stories
Nobody remembers adverts; everybody remembers a good story. Right from our earliest years, we were told stories
which will remain with us for the rest of our lives. Remember that when you are communicating with your consumers.
Try to keep them enthralled. The average classroom presentation by a student contains 2.5 statistics each minute, but
only one in ten attempts to tell a story. Yet if you ask the students in the audience what they remember from all these
presentations, 63% say that they remember the stories, whereas just 5% remember the statistics.
To make it even more concrete, we conducted a unique study as part of the preparation for this paper. We
collected all the conversations from 1,000 Facebook pages of 200 global brands. In total, we analysed about
770,000 conversations about these brands. We did a similar exercise for Twitter.
Heath & Heath, Made to stick; why some ideas survive and others die, 2007.
18. In this instance, we selected a random week in June 2011 and analysed the tweets for 300 brands. This gave us about 246,000 conversations. Our insights with
regard to the most frequently shared material were gleaned from the data-mining of these million brand-related conversations. These conversations were a mix of
spontaneous conversations about brands and content shared by brands. It gives you the full overview of what people share.
The study gave us insights in the content people share on social media: If you produce content, it would be wise
• Experience with your products or services: People give feedback about their experience with your to take these conclusions into account.
products and/or services. It is noticeable that there are more conversations about specific products than about Make sure there is enough variety in
brands. your content. Organise a competition
• Experience with offline touch-points: Offline customer experience is an important online conversation every now and then. Include a games
starter. The customer-friendliness of employees in a sales point is the most important conversation starter. element in your stories. Make sure that
• Competitions and games: Content with a games/competitive element produces many conversations. In your news is news-worthy. And keep it
addition to interaction, ‘gamification’ results in many ‘likes’. positive!
• Free: Free always works. If people think they can get something for free, they will talk about it to everyone!
This is not only valid for free products, but also for free content. This last aspect is crucial. Our extensive
• Collaboration: Involve people in your decision-making and they will love telling others about it. If their study proves that the overwhelming
engagement increases, so too will the number of conversations. This does not need to be complicated. majority of people make and share
Simply asking your fans a question can be enough to generate plenty of interaction. In addition, the customers positive content. Only 10% of the
can also show their enthusiasm through their ‘likes’. comments on Facebook fan pages and
14% of tweets are negative. It is very
• Lifestyle: Even if this does not immediately relate to your products, people like to talk about music, eating
difficult to even find hate pages about
out, sport, etc., and again show their enthusiasm for this content through their ‘likes’.
brands on Facebook. Protest pages with
• Positive messages: This is the value of happiness. There are more interactions as a result of sharing a clear objective do exist and
something positive than something negative. Consumers like happy stories and positive messages generate sometimes gain support. But out-and-
plenty of ‘likes’. out hate campaigns are only rarely
• News: Your fans like to share news about your company and like to be kept informed about the popular with the broader public. People
developments relating to their favourite brand. are put off by the negative attitude; they
• Advertising: There are a lot of conversations on Twitter about advertising. This is probably related to the prefer to share positive messages.
presence of the high penetration media and numerous advertising professionals on this network. Complete
reviews of advertising campaigns are sometimes shared.
• Social media news: There are plenty of conversations on Twitter about the latest iPhone and iPad apps.
• Employee stories: Company employees share considerable amounts of informal content via Twitter. They
talk about where they work and give their followers a glimpse of what goes on behind the scenes. This
content is re-tweeted at a higher rate than the average.
21. Observe
Listen to reactions on your content. See what people share with each other. By observing which
stories share better than others, you learn how to improve your content creation process. Install
real-time monitoring tools to follow up on your content marketing.
There are three success parameters to use:
1. Reach of content sharing:
How many people are consuming your content?
2. Sentiment of content:
Are people positive, neutral or negative about your content?
3. Impact of content:
Is the opinion of people towards your company improving due to your content?
22. Facilitate
Facilitating goes beyond adding a share button to your content. It implies helping your
existing community to spread your content. Make sure everything you produce is available in
a digital form so people who like it have the opportunity to share it.
Facilitating also implies the influencers’ management. Know who the influencers of your
industry are. Connect with them. The moment you have relevant content, you should
proactively share it with these people. If the quality of your content is high and the way it is
presented is great, they will be more than happy to share it with their network. This enables
you to reach out to new contacts and thus achieve the objectives of your content marketing
strategy.
23. Join
The last step in managing your content conversation is actively joining in. Most companies are
good at being responsive in their conversation management. Responsive implies that
questions and remarks towards the content are answered positively, openly and
professionally. Being responsive is great, but it is not sufficient. Joining the conversation also
implies being proactive. When people in your network are talking about certain topics that fit
with your content marketing, you can approach them and share your content proactively. The
only way to implement this successfully is if your content is extremely relevant for these
people. If the relevance is average or low, it will feel like spam.
25. 6.
Measure The last step is setting up a measuring system to carefully monitor your content marketing
KPIs. Knowing which KPIs to measure depends mainly on the objectives you set with your
success content strategy.
However, we advise to use different layers of KPI setting:
• KPIs with direct impact on the business objectives of your company. In most
cases, this will be linked to financial performance. KPIs to use are lead generation or
direct conversion to sales.
• KPIs with direct impact on the marketing objectives of your company. Content
Marketing can help in boosting awareness of your brand(s). It can help to increase the
overall brand identification with the brand(s).
• KPIs related to conversations. Conversations are the driver of consumer decision
making, thus the driver of business growth. An important KPI for your content marketing
is measuring the number of conversations, the sentiment of conversations and the
impact of conversations.
26. ………………………………………….………..……………..……………………………………………..……..
Content marketing requires some
organizational changes
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Content management is a • Who is the editor-in-chief? This person is responsible for the overall compilation of your content planning. He/she facilitates
time-consuming and therefore content creation and assures the planning to be respected. This role may be allocated to the Conversation Manager as part of
expensive operation. his /her duties. After all, content is a proactive manner to encourage conversations.
Nevertheless it is vital to • Who creates the content? The editor-in-chief cannot be expected to make all the content. It is advisable to appoint a team of
prepare your content employees to assist in this task. Campaigns are usually farmed out to advertising agencies, as are certain parts of most
management thoroughly and projects. However, much of the content for these projects will still need to be created within the company. State clearly who is
well in advance, so the in charge of each project. Routine content updates are best carried out in-house, since this is both cheaper and more flexible.
process can unfold efficiently
• What does the planning look like? Make a clear and practical planning, which includes updates, projects and campaigns.
and with impact.
Specify who is responsible for the creation and spreading of content for each element. A quarterly planning is probably the
In order to make your
most relevant. A year plan is not sufficiently ‘agile’ and will reduce your ability to react to changing circumstances. Successful
organization content-
content exploits current trends and events.
marketing ready, you need to
take account of the following • Always take account of the context. The atmosphere, place or manner in which your film/advert is viewed will determine to
matters: a large extent whether it is appreciated or not. Even the best food loses its taste in bad company or a grotty restaurant! Try to
take account of the context of your target group. If they are likely to view your material on a mobile application, don’t forget this
when putting together your story line. The better you are at managing the context, the greater the impact of your content will
be.
• Do you have in-house writing or video talent? Content scores heavily if it is well written and well presented. Do you have
employees who show talent in either or both? If so, they can be useful partners for your content creation. If you don’t have
natural talents, try to encourage the most suitable members of your team to help, providing extra training if necessary.
• Don’t forget external content. You don’t need to create all the content yourself. There are hundreds of interesting articles,
reports and videos already in existence, many of which may fit your story perfectly. If you come across information of this kind,
share it with your target group. It will confirm their impression that you are an expert in the field. Install a number of practical
tools, such as Google Reader, to help you with your content selection.
• Connecting with influential people within your category: it really helps to share your content on a larger scale if you are
connected with influencers and opinion leaders in your category. Develop a program to connect with them and get to know
them. See how you can help them and they will help you in return.
27. ………………………………………….………..……………..……………………………………………..……..
Open to all feedback and suggestions
Hope you enjoyed this paper about content marketing. Feel free to share
your thoughts and ideas. Content marketing is a relatively new marketing
domain, so there are no absolute rules yet. Let’s craft and shape the future
of content marketing together.
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steven@insites-consulting.com
@steven_insites