How Wargaming Use Different Types of Content to Communicate with Users (White Nights Conference 2015)

1. CONTENT MARKETING IN WARGAMING
Kirill Oreshkin, Head of Video Team

2. ABOUT

3. Привлечение аудитории
Acquisition audience

4. Audience retention

5. Monetization

6. WHO

7. MARKETERS

8. WHY

9. COMPETITION!

10. NEED HELP

11. CONTENT MARKETING

12. Joe Pulizzi
Founder of Content Marketing Institute

13. Joe Pulizzi
Founder of Content Marketing Institute
"Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly defined audience —
and, ultimately, to drive profitable customer
action"

14. The Goal isn’t to be Good at Content

15. The Goal is to be Good at Business
Because of Content

16. Brand Awareness
GoalsGOALS
Thought Leadership
Acquisition
Retention
Loyalty
Re-engagement
Monetization

17. BEST PRACTICES

18. Best Practices in Content Marketing
• Персона
• Персонализация
• Кастомер Джони
• Кастомер фокус
• Рассказывание истории
Persona vs Target Audience

19. • Персона
• Персонализация
• Кастомер Джони
• Кастомер фокус
• Рассказывание истории
Persona vs Target AudiencePersonalization

20. Customer Journey

21. Customer Focus

22. Telling Stories

23. ACQUISITION
WHAT WG DOES?

24. YOUTUBE PRE-ROLLS

25. GAMEPLAY TV ADVERTISING

26. MONETIZATION

27. HOW TO

28. WHAT WG DOES?
EMOTIONAL INVOLVEMENT

29. RETENTION

30. WHAT WG DOES?
UPDATE REVIEWS

31. WHAT WG DOES?
SHOWS FOR COMMUNITY

32. WHAT WG DOES?
ENTERTAINMENT

33. WHAT YOU CAN DO

34. WHAT WG DOES?
Be this guy!

35. Memorable Characters

36. WHAT YOU CAN DO
Charismatic Developers

37. WHAT YOU CAN DO
Explain your monetization system

38. Как и зачем платить?
Grow UGC

39. Как и зачем платить?
CONTENT IS VERY POWERFUL

40. Thanks!

41. Q&A