Reflection of the Learning Snack I was invited to give for Cevora and Syntra Business Learning about Content Marketing, on the 26th of November 2013. Questions? One address: benjamin@yourcoach.be

1. Content Marketing is so 2013…
Benjamin Ball – YourCoach BVBA
CEVORA – SYNTRA SBM

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3. • We offer personalised, creative solutions to your
daily business problems. Fits any budget!
• Our innovative offering allows you to face today’s
challenges with confidence and ease.
• This unique product will make your life so much
better! There is nothing like it.
• Even if you think you don’t need it, you really do.
Trust me!
• Here, try one free! Or buy one and get one free!
Get a discount! Pay in installments! Get a FREE
gift with it! Money-back guarantee!
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4. The modern customer…
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5. The modern customer
• Is critical and suspicious
• Is sick of and ignores commercial, ‘official’ and
superficial messages
• Seeks online, compares and is an expert
himself
• Finds references online from peers and from
his own network
• Loves and trusts authenticity, stories and
depth
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6. 6

7. A new attitude for companies
Stop shouting and make yourself useful.
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8. “Content marketing is the only marketing left.”
– Seth Godin
• Offering interesting and relevant information
• To a specific focus group
• Without immediate Call To Action or sales
pitch
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9. What is Content Marketing? (2)
• Pull Marketing
= You show what you’re good at, and people choose
when and why they make use of your services
• Long term strategy
– Campaign (short peak) vs. Expert (gradual increase)
• Relationship building
• A conversation
“Traditional marketing talks AT people.
Content marketing talks WITH them.”
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12. Advantages
•
•
•
•
•
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It re-enforces your brand.
It makes you believable.
It creates Evangelists, WoM, Virality…
It costs less – in the long run.
It lasts, and lasts… and lasts.

13. Drawbacks
• It takes time, and effort.
• You’re giving away valuable information.
• The results are slow, indirect and not always
measurable.
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14. Examples of
Content Marketing
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15. Content Marketing avant la lettre
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16. Banks
KBC: Het Gat in de Markt
Triodos: Wat wil jij
veranderen?
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17. Food & Drinks
Red Bull
- Red Bulletin
Albert Heyn
- Allerhande
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18. E-Tail & Retail
Coolblue
- YouTube channel
MediaMarkt
- MediaZine
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19. The more technical, the more spectacular
Will it Blend?
DollarShaveClub.com
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20. Product Reviews
Koffiediscounter.nl
By the Grape
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21. Marketing & Communications
Wijs
- Bart De Waele
Copyblogger
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22. And even…
Twinfield
(accountants)
Haunted House Niagara Falls
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23. A bit of bragging:
• Blog
• Free & paying e-books
• Events
– YourCoach Café
– Open CoachDag
• SEO-pages (>1000)
• Coaching portal
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24. What can you share?
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25. Content Marketing
Strategy
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26. Ingredients for success in Content Marketing
• The 7 basic principles
• Mission and Vision: who are you what are you
doing it for?
• Focus group: Who wants your product/service?
• Message: what will you talk about?
• Form: how will you bring it?
• Practical: who, where and when?
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27. The 7 Basic Principles
1. Think like a publisher = document and publish
what you already do
2. It’s not a one-off. Create a workflow.
3. It’s not about you. Be useful and relevant.
4. Do something others don’t.
5. Be independent and credible.
6. Don’t try to ‘convert’.
7. Use good titles.
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28. Step 1 – Vision and Mission
Vision
Mission
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30. 30

31. What can you give?
That has an impact.
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32. How will you deliver?
Where?
When?
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33. Defining your content:
Message and Form
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34. MATRIX – Message media
About us
News
Events
I was here
Technical
usefulness
Product
presentation
Our services
Sector opinion
Short updates
Downloads
Book wisdom
Cases &
Testimonials
From around here
Personal
Practical advice
Series
Quotes
Did you know…
The Making of…
Behind the scenes
Tips & Tricks
Help
Realisations
Poll
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Website
Time snap
Crowdsourcing
…

35. ASSIGNMENT
• Circle the Message Media you already use
• Which 1 medium can you add, or which
existing one can you use more? Frame it.
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36. MATRIX – Form Media
Blog
Book
Press
Speaking
Columns
Teaching
Mailings
Social Media
Whitepapers
Events
Video
Magazines
Apps
Webinars
Volunteering
…
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37. ASSIGNMENT
• Circle the Form Media you already use
• Which 1 medium can you add, or which
existing one can you use more? Frame it.
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38. Who’s going to make it?
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39. Practical
Which person(s) will manage your Content
Marketing?
-
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Time
Expertise
Resources
Writing ability
Marketing knowledge

40. If it’s you…
You can’t be Da Vinci every day
• Seek inspiration
• Create in bulk
• Program in advance
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41. Don’t forget about Follow-Up!
• React on comments, e-mails, questions…
• Small adaptations
• Guide leads (offer, practical information…)
…
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42. Measuring
• Google Analytics
• # Downloads
• # E-mail addresses
• # Comments
• # Likes, Shares, Pins…
• # Checkins (Foursquare)
• # Quote/Sale/Enrollment
…
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43. ASSIGNMENT – What’s your ‘voice’?
• Take a look at your strategy
• How will you communicate?
– To whom?
– Content and form media
– Where
– When
–…
• Formulate some concrete ideas and pass
along.
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44. Thank you!
Questions?
Benjamin Ball (YourCoach)
www.yourcoach.be
benjamin@yourcoach.be
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45. Practical planning
Strategy
Evaluation
Workflow
Measuring
Publication
Follow-up
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46. Content Marketing Strategy
• Vision. Where do I want to take my company?
• Mission. What are my concrete goals for the next 5 years?
• Conversion. What can others do to help me with that in the
near future?
• Focus group. Who can help me? Who needs me?
• Content. What is valuable to them?
• Expertise and USP. What can I offer that matches that, and
that others don’t do as well (yet)?
• Execution. How and when and where? Platforms,
frequency, style, tone…
• Reporting. How will I measure the effect of my actions?
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47. Strategy
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48. Workflow
•
•
•
•
Who’ll do it?
Which resources will be freed up?
When will it be done?
Where will the inspiration/the material come
from?
• On what platforms?
…
TIP: Add 1 new platform at a time.
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49. ASSIGNMENT
• Write down your strategy – quickly.
• Which points take time? Those need regular
work!
• Formulatie 1 Action Point for tomorrow
(strategic expansion/practical todo)
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50. A new attitude for companies (2)
• Walk your talk
– Authenticity
– Transparancy
– Human stories
• Focus on relationships, not sales
– Interaction
– Spread knowledge
• Expert in your trade
– Know what you’re good at and show it
– Don’t compare yourself to others (we’ll do it for you)
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