This workshop about content marketing in a digital corporate communication context was held during the KWD Webranking event. Workshop leaders from KW Digital were Joakim Arhammar, Content Strategist and Sara Hernandez, Client Director

1. Content marketing in a
corporate context
Workshop - January 23, 2014
Stockholm, Sweden

2. The agenda
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Introduction to content marketing
Case: KW Digital newsletter
9 steps to get started
Workshop: What is stopping you from succeeding?
Final thoughts and questions

3. WHAT IS
CONTENT MARKETING?

4. Content marketing
”Marketing through editorial content
that the target group find educative,
helpful or/and entertaining”
”Building relationships using valuable
content”
”Content marketing is storytelling”

5. What is the goal and gain?
Thought leadership
The trusted, expert resource in your niche wherever your
stakeholders are online
Top of mind
SEO and always present
ROI
Cost-efficient communication, platform for crisis
communication, reduce time of sale cycle, increase price
margins, loyal stakeholders

11. The numbers
• 9 of 10 customers use online to make buying
decisions
• 60-80% of the research is made before asking
for our (the selling side) help
• 93% of american B2B companies use content
marketing
• 73% will produce more content in 2014 than
the year before
• 30% of the marketing budget is used to create
content
• 13 marketing channels are used in average
Source: B2B Content Marketing: 2014 Benchmarks, Budgets and Trends--North America

12. What we know about our online target groups
• Online users are active and restless
• They pay with their time and attention
• They want to be entertained or educated

14. We need to stop broadcasting and give them what they
want: Content that educates or/and entertains.

15. Are we
educating and adding value or broadcasting?

16. Broadcasting and bragging

17. Educating and adding value

18. Adding value and education AND bragging
Note that the most clicked on links are
directly to the corporate website and not
to our article. The educational value
for the reader is to see the final product.

19. What is good educating content online?
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Adds value
Objective and credible
Makes the reader feel smart (more likely to share)
Puts the subject in a bigger context
Entertaining
Saveable and shareable
Easy to digest

20. Examples

21. Discuss
• Do you educate or broadcast?

22. What are the steps to take?
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2.
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Executive and sales buy in
Define audience
Find your stories and expertise
Organize the crew
Types of content
Editorial calendar
Distribution strategy
Develop channels
Measure

23. What is stopping you from succeeding?
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No one to produce the content
Not enough time
Not reaching the audience
Not engaging the audience
Not enough budget

24. What is stopping you from succeeding?
• No one to produce the content
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Not enough time
Not reaching the audience
Not engaging the audience
Too large or too small niche
Not enough budget

25. Roles needed
Distributors
Content owners
Strategist
Curators
Editors
Site managers
Social media
managers
Content
providers
Producers
Analytics

26. Discuss
• How many of these roles can be filled by existing
employees at your company?
• What roles are most important?

27. What is stopping you from succeeding?
• No one to produce the content
• Not enough time
• Not reaching the audience
• Not engaging the audience
• Not enough budget

29. Discuss
• What online and offline content is already being
produced? What can be re-used, re-shaped, spin-offed?

30. What is stopping you from succeeding?
• No one to produce the content
• Not enough time
• Not reaching the audience
• Not engaging the audience
• Not enough budget

31. Discuss
• How can you reach your audience with existing online
channels?
• What other types of owned, bought or co-created
channels or distribution methods can be used?

32. What is stopping you from succeeding?
• No one to produce the content
• Not enough time
• Not reaching the audience
• Not engaging the audience
• Not enough budget

33. Engagement is king

34. Discuss
• What has been your most successful
news/video/story/piece of content 2013?
• How did it differ from other content?

35. What is stopping you from succeeding?
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No one to produce the content
Not enough time
Not reaching the audience
Not engaging the audience
• Not enough budget

36. Not enough budget

37. Discuss
• What would you do with an unlimited marketing budget?

38. What’s up in 2014?
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Content marketingis growing fast
New roles and job titles
New editorial products
Video and visuality
Mobile
Measure your results
Smarter ads

39. Questions?
• Joakim Arhammar
joakim.arhammar@kw-digital.com
0761-09 05 44
• Sara Hernandez
sara.hernandez@kw-digital.com
0761-09 05 06
kw-digital.com
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