Here are some tips for People share content that surprises them. So try to include unexpected facts, stories or insights in your content.
creating shareable content:
- Make it short and scannable. • Emotion
People are more likely to share Emotional content triggers people to share. Stories that make people laugh, cry or get angry are more likely to be
brief snippets that can be read shared than dry facts.
and understood quickly.
- Include visual elements like • Relevance
images, videos or infographics. People share content they believe will be useful or interesting to their network. Make sure your content is relevant
People are more likely to share to your target audience.
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.
The what, why and how of Social Media ROI: Business definitions, methodologies and situational narrative. This presentation's purpose is to clarify what ROI is and isn't within the context of Social Media and offers a basic explanation of how to tie Social Media activities to real ROI.
Introduction to Social Media Measurement with HootSuiteHootsuite
HootSuite and Social Media Measurement Coach Nichole Kelly have co-authored a White Paper series on social media measurement.
Do you understand the ROI on your social media? With this helpful examination of social media metrics today, you can begin to provide real data on how your social efforts contribute to your company's bottom line.
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.
The what, why and how of Social Media ROI: Business definitions, methodologies and situational narrative. This presentation's purpose is to clarify what ROI is and isn't within the context of Social Media and offers a basic explanation of how to tie Social Media activities to real ROI.
Introduction to Social Media Measurement with HootSuiteHootsuite
HootSuite and Social Media Measurement Coach Nichole Kelly have co-authored a White Paper series on social media measurement.
Do you understand the ROI on your social media? With this helpful examination of social media metrics today, you can begin to provide real data on how your social efforts contribute to your company's bottom line.
Measuring Social Media for Lead GenerationHootsuite
How do we calculate the ROI of social media to understand how it affects the bottom line? Many companies are trying to track sales from social media and find it is not as easy as it looks. And as social marketing budgets increase so too does the need for accountability, putting greater emphases on accurate measurement. Increased budgets indicate that executives recognize there is value in social media, but this faith in social needs to be substantiated by real numbers.
How To Measure Influencer Marketing ROIThomas Jacob
The Complete Brand Marketer’s Guide:
As social media has grown to become part of everyday life for most people, businesses have recognized its potential for marketing. The problem is that it is now too big. How do you make your brand stand out from the millions of other posts, statuses, pictures, videos and other types of social media content?
Word-of-mouth is the key driver of growth, so let's manage it. To do so, you need a Conversation Manager. Someone who will drive change in the organization. The key to success: combination of skills & personality
This white paper examines the emerging field of conversational marketing, as social media becomes part of the relationship marketing conversation.
Beginning with a definition of conversational marketing, this white paper looks at how our traditional marketing approaches should be modified to include the new possibilities that social media creates for marketers. Along the way it goes into depth on the importance of viewing social media not as a channel, but as an integrated part of our marketing campaigns and on-going programs.
LISTEN, PUBLISH, ANALYZE : The Intelligent Guide to Social Media Management P...Mohamed Mahdy
INSIDE THIS REPORT:
The new intelligent social media workflow to create better content
The new social media platform landscape - and how to LEVERAGE it
How you can use Listening, Publishing & ANALYSISplatforms together to uncover greater intelligence
WHO IS THIS REPORT FOR:
MARKETING VPs & CMOs
Brand MANAGERS
Agency VPs
Senior Marketers
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
This presentation serves as a resource for professionals inside organizations who are tasked with buying Social Media technology, services and advertising. It is a culmination of one on one interviews, radio talk shows and survey data gathered from organizations that have launched social media.
A research project between Social Media Club and e-storm international. Findings were presented at Web 2.0 San Francisco.
Engage! Your Employer Brand Strategy via Social MediaTodd Nilson
Where has all the top talent gone? In the past, the people we wanted to hire for our companies were plentiful and easy to find. Lately, their skills are all wrong, and keeping the talent we already have is harder and harder as well. It may seem counterintuitive to look to social media marketing and branding for the answers, but at its heart, HR and social media are both about relationships. During this session, the managing director of social and talent strategies at an IT professional services firm will help you build a strategic framework for social media planning. You'll find out how to define your employer brand, ways to perform and employer brand audit on social media, what a social careers page can do to energize your company's reputation, and how to measure the success of your employer branding efforts to command the attention of your company's C-suite executives.
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.
Measuring Social Media for Lead GenerationHootsuite
How do we calculate the ROI of social media to understand how it affects the bottom line? Many companies are trying to track sales from social media and find it is not as easy as it looks. And as social marketing budgets increase so too does the need for accountability, putting greater emphases on accurate measurement. Increased budgets indicate that executives recognize there is value in social media, but this faith in social needs to be substantiated by real numbers.
How To Measure Influencer Marketing ROIThomas Jacob
The Complete Brand Marketer’s Guide:
As social media has grown to become part of everyday life for most people, businesses have recognized its potential for marketing. The problem is that it is now too big. How do you make your brand stand out from the millions of other posts, statuses, pictures, videos and other types of social media content?
Word-of-mouth is the key driver of growth, so let's manage it. To do so, you need a Conversation Manager. Someone who will drive change in the organization. The key to success: combination of skills & personality
This white paper examines the emerging field of conversational marketing, as social media becomes part of the relationship marketing conversation.
Beginning with a definition of conversational marketing, this white paper looks at how our traditional marketing approaches should be modified to include the new possibilities that social media creates for marketers. Along the way it goes into depth on the importance of viewing social media not as a channel, but as an integrated part of our marketing campaigns and on-going programs.
LISTEN, PUBLISH, ANALYZE : The Intelligent Guide to Social Media Management P...Mohamed Mahdy
INSIDE THIS REPORT:
The new intelligent social media workflow to create better content
The new social media platform landscape - and how to LEVERAGE it
How you can use Listening, Publishing & ANALYSISplatforms together to uncover greater intelligence
WHO IS THIS REPORT FOR:
MARKETING VPs & CMOs
Brand MANAGERS
Agency VPs
Senior Marketers
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
This presentation serves as a resource for professionals inside organizations who are tasked with buying Social Media technology, services and advertising. It is a culmination of one on one interviews, radio talk shows and survey data gathered from organizations that have launched social media.
A research project between Social Media Club and e-storm international. Findings were presented at Web 2.0 San Francisco.
Engage! Your Employer Brand Strategy via Social MediaTodd Nilson
Where has all the top talent gone? In the past, the people we wanted to hire for our companies were plentiful and easy to find. Lately, their skills are all wrong, and keeping the talent we already have is harder and harder as well. It may seem counterintuitive to look to social media marketing and branding for the answers, but at its heart, HR and social media are both about relationships. During this session, the managing director of social and talent strategies at an IT professional services firm will help you build a strategic framework for social media planning. You'll find out how to define your employer brand, ways to perform and employer brand audit on social media, what a social careers page can do to energize your company's reputation, and how to measure the success of your employer branding efforts to command the attention of your company's C-suite executives.
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.
AEN/CTN 307 “Gestión del riesgo” Contextualización de su actividad y seguimie...Miguel A. Amutio
AENOR se incorporó en 2006, a través del correspondiente órgano técnico, hoy en día el denominado CTN-307, a los trabajos de ISO en el campo de la gestión del riesgo con miembros procedentes de un amplio abanico de sectores de actividad. Se inició una tarea, en aquel momento visionaria, de revisar y armonizar los conceptos tradicionales relativos al riesgo y de elaborar una norma de gestión del riesgo dirigida a cualquier sector bajo la concepción novedosa del riesgo como el efecto de la incertidumbre sobre los objetivos. Fruto de aquellos trabajos son el vocabulario y las normas ISO relativos a la gestión del riesgo junto con sus equivalentes normas UNE. Su influencia ha sido tan notable que los conceptos acuñados se proyectan más allá de la normalización hacia documentos tales como recomendaciones de la OCDE. En estos momentos se ha abierto un proceso de revisión de la mano del tiempo transcurrido, a la luz de la experiencia y del afianzamiento de la necesidad de que entidades públicas y privadas adopten un enfoque fundamentado en la gestión de riesgos, junto con nuevas facetas a tratar. Aspectos todos ellos que se desarrollan en esta presentación.
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.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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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
………………………………………….………..……………..……………………………………………..……..
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.
………………………………………….………..……………..……………………………………………..……..
steven@insites-consulting.com
@steven_insites