Slide deck from the content marketing workshop in Athens. Speaker and trainer Michael Leander shared his content marketing and inbound marketing experience with 33 top brand marketers and marketing agency folks. The content marketing workshop was organized the The Institute of Communication and EDEE Greece.

1. Content & Inbound Marketing
Workshop, Athens: Part 1
Michael Leander
> www.michaelleander.me
> @michaelleander
> #edeecontent <

2. Pictures here

4. “Education doesn’t make you happy. Nor does
freedom. We don’t become happy just because
we’re free – if we are. Or because we’ve been
educated – if we have. But because education
may be the means by which we realize we are
happy. It opens our eyes, our ears, tells us
where delights are lurking, convinces us that
there is only one freedom of any importance
whatsoever, that of the mind, and gives us the
assurance – the confidence – to walk the path
our mind, our educated mind, offers.”
Iris Murdoch

5. A few reminders

6. The purpose of marketing
is to acquire, convert,
sustain and grow
customers whom then in
turn will attract other
customers through
referrals

7. Your target
prospect is
exposed to
6000 advertising
messages every
single day

8. Buyers are becoming more
and more cautious
Trust is critical
Remember your trust emblems
(positive associations, testimonials etc.)

9. Short attention span, loads of intrusion
- how do you cut through the clutter?
Brain
filter
Do I know you?
Do I need you?
Can I trust
you?

10. How to get into the Mind Box?
Unique
passionate
emotional
authentic
focused
interactive
meaningful…

11. Changes in buying behavior
impacts the sales cycles tremendously
OTS* high to
get a reaction
No sex on
the first
date
*OTS = Opportunity to see
Referral &
recommendation
Latency
increase
incubationtime

12. WTF? I just
wasted
200 bucks!

13. THE COLOSSAL OTS CHALLENGE
Attention Action
Message Message Message Message Message Action
Increase Opportunity To See by multiple of 3, 5, 10
Pre launch phase Hard selling phaseNurture & convince phase
The “it’s all over” phase

14. The importance of E’s in the
online space
1. Expectation
2. Excellence
3. Exciting
4. Experience
5. Emotions
(leading to
action)
6. Enablement

15. What really decides
consumers to buy or not to
buy is the content of your
advertising, not its form.
David Ogilvy

16. Using humor is fine, but make sure you
connect to your core value proposition

17. Pay attention to details &
don’t be afraid to experiment, don’t be
afraid of failure
Create a culture of
experimentation

18. One 50 dollar marketing experiment became a
massive content marketing success

19. Model for content, customization
and personalization planning

20. FURDIC - > Related to content anywhere
Can your visitors FURDIC ?
– Find
– Understand
– Relate
– Do
– Interact
– Complete (transaction)

21. FIND,
Serve,
Convert
Dynamic
Entry
page
Campaign
Google
Social

22. Most Wanted Response
- What do we want people to do?
- What do we want people to think?
- What do we want people to learn?
- How do we want people to react?
- What next step do we want them to take?

23. Eyeballs are
not a proper
measurement
of success,
the number of
actions are

24. Our content today
• Intro on content marketing & inbound
• Content strategy & content concept
• Tips & Tools
• Winners & fillers
• Video & Audio content
• Q&A and summarizing

25. Interactive workshop

26. Who are you?
• Name
• Company & role
• Briefly describe your experience related to
content marketing

27. Groups & co-instructors

28. How
did I
get
here?

29. Our goal for today
• Give you a better understanding of how to
establish a content strategy
• Provide input to your most pressing questions
• Get inspiration that may help you improve
your results

30. What is content marketing?

32. The idea is to tell a good story at the
right moment to the right person. I
mean this can be too sophisticated and
rather simple at the same time
Maria Kantza

34. What is content marketing?
What you
want to say
What your
audience
wants to know

35. In the stream
 Content is needed to get into
the stream of your audience
 No content, no eyeballs
 No eyeballs, no interaction
(out of sight, out of mind)

37. Content in context = Higher
conversion

38. Context, relevance and transparency
aren’t just fads. They are real and just
made your job 10 times harder.

40. #edeecontent
@michaelleander
Talk to customers as individuals not as segments or fragments
#edeecontent @michaelleander

41. Connecting content to the
buying process is crucial for ROMI success

42. iQuestion Time
A quick marketing IQ test

43. Which reads the most
words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
Quote: Eye reads 20 times faster than the ear @michaelleander #adtechjkt

44. Picture
economy is
here to stay

45. Let’s show the world who we are
• Take a picture of
the person sitting
next to you
• Have a chocolate
or two
• Don’t want your
pic on Facebook
– cover your face
Trondheim, Norway
Sydney, Australia

46. Visuals stir emotions in
a heart beat

47. Find a picture-editorial style that
works in all channels

48. Hero shots
telling stories

49. Use humor and demonstrate the
benefit of your product

53. THE VOICE OF
ME OR THE
VOICE OF WE?

54. New challenges,
new opportunities, new fads
Touch

55. Repurposing of content

56. The lifetime of a content piece
News driven Non news related
Lives longer, relevant
SEO power
Shorter lifespan, but,
if done right, opportunity for
very significant impact.

57. Managing content over its lifetime
• Frequency
• Plan for repurposing
• Editing and updating interval
• Supporting stories
• Referencing back to the story from related
stories
• X
• Y

58. Benefits of content marketing
Attractors,
engagement assets,
thought leadership,
positioning
Information,
education,
inspiration,
entertainment

59. SEO
Social seeding
Engaged
listeners
Y
Email seed
Z
How to derive value from investments in
content marketing?

60. What is it
good for?
Perceptio
n
Aware
&
Position
Attract
leads
Thought
leadershi
p
Get
media
coverage

61. Brand: Michael Leander
Question: How does Michael Leander benefit
from the following activity?

62. And don’t
forget the
tactical
aspects
- most
people like
women
- cleavage

63. How does Michael Leander benefit?

64. Don’t count the customers you
reach – Reach those who count
#edeecontent @michaelleander

65. The € 200.000 inbound winner

66. Low count, but high conversion to customer

67. Content driven, engaging and differentiated
approach
Bedre Råd (Better Advice/More
Affordable) portal engaged
customers and ultimately
lead to more qualified loan
applications at a cheaper
acquisition cost

68. A video portal as part of the
content strategy – and as an extension
of training, speaking

69. Although 4
years old,
still delivers
15 leads
every single
week

70. Like not like, like AIDA
The power of
social is in the
share leading to
action

71. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share is good
action counts
Like is NOT a currency, engagements converting to actions are @michaelleander #adtechjkt

72. The power of social is in the share
Page likes 5.000
Organic
reach
845
Shared 222
Total reach 23.168
Clicks ?
Likes 74
Call to
action

73. The Power of Paper
Multi-channel really is multi-channel. Across the board 25% of
consumers prefer paper over digital in critical stages of the
buying cycle

74. Make the share easy and make it count –
from desktops to mobility
Think about
- Images
- Shared text
- How to make
the share
convert

75. 0 Views • Uruguay
• Amnesty Int.
• Campaign seeked
to rise awareness
about violence at
child birth
• A problem area
which no one
knew existed
• Strong PR effect

76. 0 views a massive success

77. Oreo Daily Twist – see video here
Tweet: @michaelleander invent, integrate, interact is key #edeecontent

78. Oreo Daily Twist