SlideShare a Scribd company logo
Creative
Code&
Content
| Titel der Präsentation, 29.04.2018
Content marketing
brings quality into
advertising
What to expect
from a content
marketing
agency?
¯_(ツ)_/¯
Content is
something people
want to spend
time with
DATA
TECHNOLOGY
CREATIVITY
Without data
you're just another
person with
opinion
Without opinion
you're just another
person with data
Customer perspective in marketing (automation)
15
Content marketing
Content marketing agency’s work has many facets
Campaigns
Digital
ATL
Social Media
SEO
Influencers
Journalism
Corporate
publishing
Customer
retention
Lead
management
Content
marketing
A few examples
of our work
Hier Screen einfügen
Electronic Beats*
Content marketing for Deutsche Telekom
* on www.electronicbeats.net and different social channels
Integrated communication via online platform,
social media, events
360° content creates a global community
Importance of the knowledge what
the target audience is interested in.
Life is for sharing
Music icons
Background stories about personalities
who have shaped the music scene
Style & tonality
Humorous, nerdy, diverse content
Events
11 live events in 9 European
countries with 66 artists and
30,000visitors
Artists, producers & tech
Insights about their creative work
2
2
| Titel der Präsentation, 29.04.2018
ŠKODA Storyboard
Global Content HUB
ŠKODA Storyboard at a glance
The brand‘s integrated platform combining the digital channels and content production of corporate
communications and marketing.
Increase in total visits year-on-year
ŠKODA Storyboard at a glance
The brand‘s integrated platform combining the digital channels and content production of corporate
communications and marketing.
Increase in organic search visits year-on-year
Increase in journalist visits year-on-year
4.2x
3.8x
2.8x
ŠKODA Cycling:
Brand connection with
a sponsorship platform
ŠKODA WHY WE RIDE
Online campaign strengthening the brand‘s leverage of long-term cycling event partnerships and content
platform WeLoveCycling.cz
https://c3prague.com/cs/nase-prace/skoda-why-we-ride-cz/
Insight generation process in practice
CAMPAIGN
FOCUS:
CYCLING
• client brief
• ongoing brand
monitoring
MAIN TOPIC
IDENTIFICATION:
FEMALE
CYCLING
• market/client data
• trending topics
• online conversations
HOW TO BEST
ADDRESS THEM:
RELEVANT
NEEDS AND
PREFERENCES
• online conversations
• search analysis
HOW TO BEST
CONVEY THE
MESSAGE?
INFLUENCER
COOPERATION
• influencer
identification tools
CREATIVE
EXECUTION
1 2 3 4
2
9
| Titel der Präsentation, 29.04.2018
Česká spořitelna
Korporátní bankovnictví
Long-term content platform for a corporate audience
ČS Corporate online business magazine
Increase in total visits within the first 3 months
Increase in article finish rate
Increase in article active reading time
32%
12%
50%
Closing the gap in
customer experience
59%
Organic
Search
ČS product
page or
other site
within
ecosystem
Social
Other
(Referral,
Email,
Direct)
15%
other
HELP
content
on the
blog
EXIT
other
HUB
content
on the
blog
24%
Credit
card
product
page
Personal
Finance
category
page
11%
My
Healthy
Finance
product
page
Current
Account
product
page
TRAFFIC SOURCES FOLLOW-UP PATH
another
product
page
The Česká Spořitelna Retail blog illustrated
by one specific user journey
Pride about
our soldiers
M Ě ST ŠT Í L I B E R Á L O V É 1 2 0 0 0 0
C H A R I T A , D O B R O Č I NN O S T 1 1 0 0 0 0
M I L I T A R Y , H I ST O R I E 3 1 0 0 0 0
V Á L E Č NÁ F O T O G R A F I E ,
D O B R O V O L N I C T V Í 1 1 0 0 0 0
E X T R É M NÍ B Ě H Y , SP A R T A N R A C E 9 5 0 0 0
K Ř E SŤ A NS T V Í , V Í R A 3 4 0 0 0 0
Ž E NY , V Á NO C E 2 2 0 0 0 0
Success of your content
GOOGLE ANALYTICS
default and customised metrics
SOCIAL LISTENING AND ANALYTICS
SEO ANALYTICS
Measuring content success
• Total visits
• Unpaid visits
• Organic search visits
• Article finish rate
• Active reading time
• Exit rate
• % of returning users
• CTR to product section
• Downloads
• Newsletter subscriptions
• No. of contact forms sent
• Online conversation volume
• Online conversation sentiment
• % of audience reached
• Shares
• Reactions, comments
• Video views
• Video retention rate
• Usage of content by other media
• Visibility Score
• Quality backlinks
• Search volume
GOOGLE ANALYTICS
default and customised metrics
SOCIAL LISTENING AND ANALYTICS
SEO ANALYTICS
Measuring content relevance
• Total visits
• Unpaid visits
• Organic search visits
• Article finish rate
• Active reading time
• Exit rate
• % of returning users
• CTR to product section
• Downloads
• Newsletter subscriptions
• No. of contact forms sent
• Online conversation volume
• Online conversation sentiment
• % of audience reached
• Shares
• Reactions, comments
• Video views
• Video retention rate
• Usage of content by other media
• Visibility Score
• Quality backlinks
• Search volume
SEE
THINK
DO
CARE
Shares
Video retention rate
Visibility Score
Organic search visits
Article finish rate
Active reading time
Online conversation
sentiment
CTR to product section
Quality backlinks
% of returning users
Content relevance along the consumer
journey
trackování návštěvníků
sledování událostí
podle typu obsahu, který konzumovali
uživatelé podobní návštěvníkům webu
získávání emailových adres
sběr informací
uživatelé podobní subscriberům
podle demografických kategorií
SUBSCRIBERS INTERESTEDVISITORS
tvorba cílových skupin
podle demografie, geografie,
zájmů a chování
podle typu interakce
uživatelé podobní zájmovým skupinám
průběžný remarketing:
opětovné oslovování
BUDOVÁNÍ PUBLIK
SEGMENTACE PUBLIK
VYLOUČENÍ DUPLICIT
TVORBA LOOKALIKE AUDIENCES
Building and monetising audiences
Where to begin?
Performance
audit
SEO audit Content audit
Continuous optimisation based on performance data
hello@c3prague.co

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Content marketing: Od buzzwordu k transformaci značek

  • 2. | Titel der Präsentation, 29.04.2018 Content marketing brings quality into advertising
  • 3. What to expect from a content marketing agency?
  • 4.
  • 5.
  • 6.
  • 8. Content is something people want to spend time with
  • 10. Without data you're just another person with opinion
  • 11. Without opinion you're just another person with data
  • 12.
  • 13. Customer perspective in marketing (automation)
  • 14.
  • 15. 15
  • 16.
  • 17. Content marketing Content marketing agency’s work has many facets Campaigns Digital ATL Social Media SEO Influencers Journalism Corporate publishing Customer retention Lead management Content marketing
  • 18. A few examples of our work
  • 19. Hier Screen einfügen Electronic Beats* Content marketing for Deutsche Telekom * on www.electronicbeats.net and different social channels
  • 20. Integrated communication via online platform, social media, events 360° content creates a global community
  • 21. Importance of the knowledge what the target audience is interested in. Life is for sharing Music icons Background stories about personalities who have shaped the music scene Style & tonality Humorous, nerdy, diverse content Events 11 live events in 9 European countries with 66 artists and 30,000visitors Artists, producers & tech Insights about their creative work
  • 22. 2 2 | Titel der Präsentation, 29.04.2018 ŠKODA Storyboard Global Content HUB
  • 23. ŠKODA Storyboard at a glance The brand‘s integrated platform combining the digital channels and content production of corporate communications and marketing.
  • 24. Increase in total visits year-on-year ŠKODA Storyboard at a glance The brand‘s integrated platform combining the digital channels and content production of corporate communications and marketing. Increase in organic search visits year-on-year Increase in journalist visits year-on-year 4.2x 3.8x 2.8x
  • 25. ŠKODA Cycling: Brand connection with a sponsorship platform
  • 26. ŠKODA WHY WE RIDE Online campaign strengthening the brand‘s leverage of long-term cycling event partnerships and content platform WeLoveCycling.cz
  • 28. Insight generation process in practice CAMPAIGN FOCUS: CYCLING • client brief • ongoing brand monitoring MAIN TOPIC IDENTIFICATION: FEMALE CYCLING • market/client data • trending topics • online conversations HOW TO BEST ADDRESS THEM: RELEVANT NEEDS AND PREFERENCES • online conversations • search analysis HOW TO BEST CONVEY THE MESSAGE? INFLUENCER COOPERATION • influencer identification tools CREATIVE EXECUTION 1 2 3 4
  • 29. 2 9 | Titel der Präsentation, 29.04.2018 Česká spořitelna Korporátní bankovnictví
  • 30. Long-term content platform for a corporate audience ČS Corporate online business magazine Increase in total visits within the first 3 months Increase in article finish rate Increase in article active reading time 32% 12% 50%
  • 31. Closing the gap in customer experience
  • 32.
  • 33. 59% Organic Search ČS product page or other site within ecosystem Social Other (Referral, Email, Direct) 15% other HELP content on the blog EXIT other HUB content on the blog 24% Credit card product page Personal Finance category page 11% My Healthy Finance product page Current Account product page TRAFFIC SOURCES FOLLOW-UP PATH another product page The Česká Spořitelna Retail blog illustrated by one specific user journey
  • 35.
  • 36.
  • 37.
  • 38.
  • 39. M Ě ST ŠT Í L I B E R Á L O V É 1 2 0 0 0 0 C H A R I T A , D O B R O Č I NN O S T 1 1 0 0 0 0 M I L I T A R Y , H I ST O R I E 3 1 0 0 0 0 V Á L E Č NÁ F O T O G R A F I E , D O B R O V O L N I C T V Í 1 1 0 0 0 0 E X T R É M NÍ B Ě H Y , SP A R T A N R A C E 9 5 0 0 0 K Ř E SŤ A NS T V Í , V Í R A 3 4 0 0 0 0 Ž E NY , V Á NO C E 2 2 0 0 0 0
  • 40. Success of your content
  • 41. GOOGLE ANALYTICS default and customised metrics SOCIAL LISTENING AND ANALYTICS SEO ANALYTICS Measuring content success • Total visits • Unpaid visits • Organic search visits • Article finish rate • Active reading time • Exit rate • % of returning users • CTR to product section • Downloads • Newsletter subscriptions • No. of contact forms sent • Online conversation volume • Online conversation sentiment • % of audience reached • Shares • Reactions, comments • Video views • Video retention rate • Usage of content by other media • Visibility Score • Quality backlinks • Search volume
  • 42. GOOGLE ANALYTICS default and customised metrics SOCIAL LISTENING AND ANALYTICS SEO ANALYTICS Measuring content relevance • Total visits • Unpaid visits • Organic search visits • Article finish rate • Active reading time • Exit rate • % of returning users • CTR to product section • Downloads • Newsletter subscriptions • No. of contact forms sent • Online conversation volume • Online conversation sentiment • % of audience reached • Shares • Reactions, comments • Video views • Video retention rate • Usage of content by other media • Visibility Score • Quality backlinks • Search volume
  • 43. SEE THINK DO CARE Shares Video retention rate Visibility Score Organic search visits Article finish rate Active reading time Online conversation sentiment CTR to product section Quality backlinks % of returning users Content relevance along the consumer journey
  • 44. trackování návštěvníků sledování událostí podle typu obsahu, který konzumovali uživatelé podobní návštěvníkům webu získávání emailových adres sběr informací uživatelé podobní subscriberům podle demografických kategorií SUBSCRIBERS INTERESTEDVISITORS tvorba cílových skupin podle demografie, geografie, zájmů a chování podle typu interakce uživatelé podobní zájmovým skupinám průběžný remarketing: opětovné oslovování BUDOVÁNÍ PUBLIK SEGMENTACE PUBLIK VYLOUČENÍ DUPLICIT TVORBA LOOKALIKE AUDIENCES Building and monetising audiences
  • 45. Where to begin? Performance audit SEO audit Content audit Continuous optimisation based on performance data

Editor's Notes

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