Content-Marketing Balanced Scorecard: Wie man eine Content-Strategie im Unternehmen umsetzen, messen und steuern kann

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Mit der Content-Marketing Balanced Scorecard kann man das Silodenken im Unternehmen abbauen, Content-Marketing-Maßnahmen mit strategischen KPI messbar machen und den Erfolg einer Content-Strategie steuern.

Leadership & Management

CONTENT-
MARKETING
BALANCED
SCORECARD
WIE MAN CONTENT-STRATEGIEN ERFOLGREICH
UMSETZEN, MESSEN UND STEUERN KANN @BaZaKom

CONTENT-
STRATEGIE:
3 PROBLEME
BEI DER
UMSETZUNG @BaZaKom

WAS IST DIE
BALANCED
SCORECARD? @BaZaKom

HTTPS://
WWW.YOUTUBE.COM/
WATCH?
V=M_ILOLYWRYW
@BaZaKom

@BaZaKom
+
Das Content-Marketing-
Maturity Modell der
Altimeter Group
Das Content-
Marketing-Funnel
Modell des
Content-Marketing
Institute

DIE
STRATEGIEKARTE
ERKLÄRT DAS
GROßE GANZE.
@BaZaKom

DIE SCORECARD HAT DIE ZAHLEN
IM BLICK…
@BaZaKom

…UND LÄßT MEHR AGILES
ARBEITEN ZU. @BaZaKom

KOMMEN SIE GUT NACH HAUSE
- VIELEN DANK!
@BaZaKom

BILDQUELLEN
Deckblatt

Name: Clement127

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0)

Link: https://www.ﬂickr.com/photos/clement127/16364527615/

Stormtrooper auf Skier

Name: Kenny Louie

Attribution 2.0 Generic (CC BY 2.0)

https://www.ﬂickr.com/photos/kwl/5030495120/in/album-72157623544311963/

Stormtroopers graben in der Wüste

Name: stavos52093

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0)

Link: https://www.ﬂickr.com/photos/stavos52093/9194403742/

Silodenken

Name: photography-andreas

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0)

Link: https://www.ﬂickr.com/photos/photography-andreas/5300312494/in/dateposted/

Stormtrooper und Mann im Haikostüm

Name: Kenny Louie

Attribution 2.0 Generic (CC BY 2.0)

Link: https://www.ﬂickr.com/photos/kwl/4493219149/in/album-72157623544311963/

Stormtroopers beten Darth Vader an

Name: Teamur Madjderey

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0)

Link: https://www.ﬂickr.com/photos/icedsoul/2782250140/

Mann im Hasenkostüm

Name: Clement127

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0)

Link: https://www.ﬂickr.com/photos/clement127/20571452891/

Was_ist_die_BSC?

Name: Kenny Louie

Attribution 2.0 Generic (CC BY 2.0)

Link: https://www.ﬂickr.com/photos/kwl/3265268327/in/album-72157605226236207/

Stormtroopers mit Kugelschreiber

Name: Teamur Madjderey

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0)

Link: https://www.ﬂickr.com/photos/icedsoul/2311596369/
CM-Maturity-Modell

Name: Altimeter Group

Link: Altimeter Group/Lieb, 2012, S. 9

Content-Marketing-Funnel

Name: Content Marketing Institute

Link: Pulizzi, Rose, 2011, S. 166

Der Plan

Name: Robert McGoldrick

Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0)

Link: https://www.ﬂickr.com/photos/bobsfever/6747750655/

Darth Vader beim Arzt

Name: Kenny Louie

Attribution 2.0 Generic (CC BY 2.0)

Link: https://www.ﬂickr.com/photos/kwl/4880682846/in/album-72157623544311963/

Stormtroopers springen um Darth Vader herum

Name: Kenny Louie

Attribution 2.0 Generic (CC BY 2.0)

Link: https://www.ﬂickr.com/photos/kwl/4764667152/

Steve Jobs

Name: Ricky Lai

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0)

Link: https://www.ﬂickr.com/photos/stitchohana/8157695024/in/
album-72157643381986095/

Stormtrooper auf dem Fahrrad

Name: Kristina Alexanderson (kalexanderson)

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0)

https://www.ﬂickr.com/photos/kalexanderson/8122959307/in/
album-72157628651430439/

Balanced Scorecard

Name: Intrafocus UK

https://www.youtube.com/watch?v=M_IlOlywryw
@BaZaKom

Building the Perfect Content Marketing Mix - Part II - Execution Tactics Feel like it's time to mix up your marketing playlist? While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows: • By priority • By business type (B2B, B2C and nonprofit) • By geography (North America, Australia, United Kingdom) Part I covered two “playlists”: Internal Processes and Content Marketing Strategy Tactics (find that here on SlideShare as well). From channels to platforms to audience segmentation, we discussed how you can best establish your content marketing strategy and structure your team internally for more efficient processes. Part II: Playlist 3 is where we show you how to mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead. Enjoy! Joe Pulizzi

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Bryan Starbuck's Customer Acquisition methodology for Startups

Bryan Starbuck

This is Bryan Starbuck's Customer Acquisition methodology for Startups. This is a solid plan to do customer acquisition for B2B and B2C startups. It works very well, even before a marketing team has been acquired. It is perfect to grow traction and grow a company to profitability. The video is here: https://youtu.be/0EEsZcUVCUU Sign-up to the Google Group here: https://groups.google.com/d/forum/bryan-starbucks-customer-acquisition-methodology

What does it take to get your organization committed to account-based marketing? How do you get your CFO to green-light the budget, get the sales organization committed to a new level of coordination, and rally the rest of your organization around the strategies, resources and focus necessary to drive ongoing ABM success? In this webinar you’ll receive specific, immediately actionable tools and best practices to coordinate your entire organization around account-based marketing. You will hear: - Best practices from peers who have successfully “sold” a focus and investment in ABM internally - Specific messaging, presentation and ROI measurement tools that work to build consensus and commitment - Common obstacles and objections to ABM, and how to overcome them

INSIGHTS -> STORIES -> TRUST -> REVENUE -> ROI Your 5-phase, 25-step guide...

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The Power of SEO: Protect Your Bottom Line & Future Proof Your Brand

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The economic rollercoaster of 2020 has forced many marketers to pause paid media, scale back campaigns, and reevaluate future strategies. In the face of this rapid and unpredictable change, SEO has remained a tried and true way to generate cost efficiencies, own your brand, and future-proof your business. Catalyst, part of GroupM, is hosting a new SEO webinar with MediaPost to show you how and why. Tim Eschenauer, Head of SEO for GroupM, will discuss the SEO imperative, exploring how SEO can maximize performance regardless of economic climate. Learn how SEO can help: - Create efficiencies & save costs. Discover how SEO can prevent you from needlessly paying paid search premiums. We’ll discuss how SEO can increase your paid quality scores to maximize efficiencies and benefit your bottom line. - Own your brand presence. Uncover how SEO can help you take control of your brand presence, fend off competition, and reach consumers. - Future-proof your business (for the good times & bad). Learn how building a strong organic presence today can prepare your brand for future, regardless of what that future holds. Prioritizing SEO now can better prepare you for future disruptions or paid media reductions while also maximizing results when it’s business as usual.

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Shopping Feed Tips to Gain Major Brand Visibility

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Brands are finally figuring out that they have to be everywhere. Having a presence on everything from Google shopping to Amazon, you’re probably quickly realizing that having quality feed management and optimization is of the utmost importance. But according to recent research, 42% of marketers are NOT using feed management software! We’re here to answer all of your questions – how your feed should match up with different platform algorithms, how seasonality can affect your feed, the common errors you’re seeing in various platforms, etc. In this webinar, Feedonomics expert Brian Roizen and Hanapin expert Zach Bruner give you exclusive tips for each shopping platform so that you CAN master your feeds while having an optimal presence everywhere.

How to Create your Inbound Marketing Strategy Using VBOUT

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I don’t know how to run shopping ads, and at this point I’m afraid to ask.

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Agile Content Strategy: developing and implementing a content strategy with f...

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Pixum is one of the most successful online photoprint services in Europe and increasingly plans towards customer oriented marketing. The base therefore requires a corporate communication strategy that develops pixum with the help of agile management methods and which implements results in an agile way. The SCRUM-Team is the heart of this process. For its agile Content-Marketing, Pixum was nominated for the Marketing Intelligence and Innovation Award 2016 of the Quadriga University of Applied Sciences in the category of Best Marketing Organization. This presentation introduces the method of the Scrum-Team, the development of a content strategy, the tools used, and how Pixum solved the challenges at a practical implementation level. Babak also shows how this method can be applied at the development of a documented content strategy.

Content-Management: Schritt-für-Schritt-Anleitung für Dein Workflow-Template

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Fehlt Dir im Content-Management ein Tool, was deinen Workflow strukturiert? Dieses Template hilft Dir, den Überblick über den Fortschritt deiner Arbeit zu behalten. „Content-Management“ ist ein weiter Oberbegriff und meint die generelle Verwaltung von bestehenden Inhalten. Unter diesem Oberbegriff fallen viele unterschiedliche Aufgaben. Was diese Aufgaben vereint, ist die strukturelle Vorgehensweise bei der Verwaltung dieser Inhalte, unabhängig von des jeweiligen Tasks. Kurz gesagt - irgendwann packst Du jeden Inhalt nochmal an, überprüfst den Inhalt auf Grundlage bestimmter Kriterien und triffst dann eine Entscheidung, was mit diesem Inhalt weiter geschehen soll. Das Template soll Dir dabei helfen, diese Schritte strukturiert anzugehen und den Überblick über deinen Workflow zu behalten. Diese Slideshare-Präsentation führt Dich Schritt-für-Schritt durch die einzelnen Aufgaben, um ein Basis-Template für Deine Arbeit zu erstellen.

Senior Project and Engineering Leader Jim Smith.pdf

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I am a Project and Engineering Leader with extensive experience as a Business Operations Leader, Technical Project Manager, Engineering Manager and Operations Experience for Domestic and International companies such as Electrolux, Carrier, and Deutz. I have developed new products using Stage Gate development/MS Project/JIRA, for the pro-duction of Medical Equipment, Large Commercial Refrigeration Systems, Appliances, HVAC, and Diesel engines. My experience includes:  Managed customized engineered refrigeration system projects with high voltage power panels from quote to ship, coordinating actions between electrical engineering, mechanical design and application engineering, purchasing, production, test, quality assurance and field installation. Managed projects $25k to $1M per project; 4-8 per month. (Hussmann refrigeration)  Successfully developed the $15-20M yearly corporate capital strategy for manufacturing, with the Executive Team and key stakeholders. Created project scope and specifications, business case, ROI, managed project plans with key personnel for nine consumer product manufacturing and distribution sites; to support the company’s strategic sales plan.  Over 15 years of experience managing and developing cost improvement projects with key Stakeholders, site Manufacturing Engineers, Mechanical Engineers, Maintenance, and facility support personnel to optimize pro-duction operations, safety, EHS, and new product development. (BioLab, Deutz, Caire)  Experience working as a Technical Manager developing new products with chemical engineers and packaging engineers to enhance and reduce the cost of retail products. I have led the activities of multiple engineering groups with diverse backgrounds.  Great experience managing the product development of products which utilize complex electrical controls, high voltage power panels, product testing, and commissioning.  Created project scope, business case, ROI for multiple capital projects to support electrotechnical assembly and CPG goods. Identified project cost, risk, success criteria, and performed equipment qualifications. (Carrier, Electrolux, Biolab, Price, Hussmann)  Created detailed projects plans using MS Project, Gant charts in excel, and updated new product development in Jira for stakeholders and project team members including critical path.  Great knowledge of ISO9001, NFPA, OSHA regulations.  User level knowledge of MRP/SAP, MS Project, Powerpoint, Visio, Mastercontrol, JIRA, Power BI and Tableau. I appreciate your consideration, and look forward to discussing this role with you, and how I can lead your company’s growth and profitability. I can be contacted via LinkedIn via phone or E Mail. Jim Smith 678-993-7195 jimsmith30024@gmail.com

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The case study discusses the potential of drone delivery and the challenges that need to be addressed before it becomes widespread. Key takeaways: Drone delivery is in its early stages: Amazon's trial in the UK demonstrates the potential for faster deliveries, but it's still limited by regulations and technology. Regulations are a major hurdle: Safety concerns around drone collisions with airplanes and people have led to restrictions on flight height and location. Other challenges exist: Who will use drone delivery the most? Is it cost-effective compared to traditional delivery trucks? Discussion questions: Managerial challenges: Integrating drones requires planning for new infrastructure, training staff, and navigating regulations. There are also marketing and recruitment considerations specific to this technology. External forces vary by country: Regulations, consumer acceptance, and infrastructure all differ between countries. Demographics matter: Younger generations might be more receptive to drone delivery, while older populations might have concerns. Stakeholders for Amazon: Customers, regulators, aviation authorities, and competitors are all stakeholders. Regulators likely hold the greatest influence as they determine the feasibility of drone delivery.

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Content-Marketing Balanced Scorecard: Wie man eine Content-Strategie im Unternehmen umsetzen, messen und steuern kann

1. CONTENT- MARKETING BALANCED SCORECARD WIE MAN CONTENT-STRATEGIEN ERFOLGREICH UMSETZEN, MESSEN UND STEUERN KANN @BaZaKom

2. SPRUNG DURCH MEINE THESIS @BaZaKom

3. CONTENT- STRATEGIE: 3 PROBLEME BEI DER UMSETZUNG @BaZaKom

4. #1 SILODENKEN @BaZaKom

5. #2 WO IST DIESER ROI? @BaZaKom

6. #3 TRIAL & FAIL - NO WAY! @BaZaKom

7. WARUM NICHT MAL… @BaZaKom

8. WAS IST DIE BALANCED SCORECARD? @BaZaKom

9. HTTPS:// WWW.YOUTUBE.COM/ WATCH? V=M_ILOLYWRYW @BaZaKom

10. WAS IST JETZT NEU? @BaZaKom

11. @BaZaKom + Das Content-Marketing- Maturity Modell der Altimeter Group Das Content- Marketing-Funnel Modell des Content-Marketing Institute

12. @BaZaKom

13. @BaZaKom

14. @BaZaKom

15. @BaZaKom

16. @BaZaKom

17. @BaZaKom

18. @BaZaKom

19. @BaZaKom

20. @BaZaKom

21. @BaZaKom

22. @BaZaKom

23. @BaZaKom

24. @BaZaKom

25. @BaZaKom ERINNERN SIE SICH NOCH?

26. DIE STRATEGIEKARTE ERKLÄRT DAS GROßE GANZE. @BaZaKom

27. DIE SCORECARD HAT DIE ZAHLEN IM BLICK… @BaZaKom

28. …UND LÄßT MEHR AGILES ARBEITEN ZU. @BaZaKom

29. KOMMEN SIE GUT NACH HAUSE - VIELEN DANK! @BaZaKom

30. BILDQUELLEN Deckblatt Name: Clement127 Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/clement127/16364527615/ Stormtrooper auf Skier Name: Kenny Louie Attribution 2.0 Generic (CC BY 2.0) https://www.flickr.com/photos/kwl/5030495120/in/album-72157623544311963/ Stormtroopers graben in der Wüste Name: stavos52093 Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/stavos52093/9194403742/ Silodenken Name: photography-andreas Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/photography-andreas/5300312494/in/dateposted/ Stormtrooper und Mann im Haikostüm Name: Kenny Louie Attribution 2.0 Generic (CC BY 2.0) Link: https://www.flickr.com/photos/kwl/4493219149/in/album-72157623544311963/ Stormtroopers beten Darth Vader an Name: Teamur Madjderey Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/icedsoul/2782250140/ Mann im Hasenkostüm Name: Clement127 Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/clement127/20571452891/ Was_ist_die_BSC? Name: Kenny Louie Attribution 2.0 Generic (CC BY 2.0) Link: https://www.flickr.com/photos/kwl/3265268327/in/album-72157605226236207/ Stormtroopers mit Kugelschreiber Name: Teamur Madjderey Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/icedsoul/2311596369/ CM-Maturity-Modell Name: Altimeter Group Link: Altimeter Group/Lieb, 2012, S. 9 Content-Marketing-Funnel Name: Content Marketing Institute Link: Pulizzi, Rose, 2011, S. 166 Der Plan Name: Robert McGoldrick Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) Link: https://www.flickr.com/photos/bobsfever/6747750655/ Darth Vader beim Arzt Name: Kenny Louie Attribution 2.0 Generic (CC BY 2.0) Link: https://www.flickr.com/photos/kwl/4880682846/in/album-72157623544311963/ Stormtroopers springen um Darth Vader herum Name: Kenny Louie Attribution 2.0 Generic (CC BY 2.0) Link: https://www.flickr.com/photos/kwl/4764667152/ Steve Jobs Name: Ricky Lai Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/stitchohana/8157695024/in/ album-72157643381986095/ Stormtrooper auf dem Fahrrad Name: Kristina Alexanderson (kalexanderson) Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) https://www.flickr.com/photos/kalexanderson/8122959307/in/ album-72157628651430439/ Balanced Scorecard Name: Intrafocus UK https://www.youtube.com/watch?v=M_IlOlywryw @BaZaKom

Content-Marketing Balanced Scorecard: Wie man eine Content-Strategie im Unternehmen umsetzen, messen und steuern kann

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Content-Marketing Balanced Scorecard: Wie man eine Content-Strategie im Unternehmen umsetzen, messen und steuern kann