Studenten en contentmarketing: een gouden combinatie?
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Voor het Congres Marketing & Communicatie in het Hoger Onderwijs heb ik een werksessie verzorgd over de inzet van contentmarketing om bijvoorbeeld studenten te werven. De focus tijdens deze sessie lag op studiekiezers.
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Studenten en contentmarketing: een gouden combinatie?
- 1. Contentmarketing en studenten: een gouden combinatie? Dr. Suzanne de Bakker scdebakker@gmail.com; @sdebakker 18 november 2015
- 3. 1. Contentmarketing op het HO? 2. Persona’s, cycles, media 3. Opdracht: studiekiezers en CM 4. The ‘WHY’ 5. Marketing als een flipperkast 6. Merkcontent vs user generated content 7. Strategieën Inhoud
- 4. “Rather, it’s a pull strategy—it’s the marketing of attraction. It’s being there when consumers need you and seek you out with relevant, educational, helpful, compelling, engaging, and sometimes entertaining information.” - Rebecca Lieb - Altimeter Group
- 5. Doen universiteiten aan CM? Bron: Onderzoek van Relevance: http://www.contentmarketingmanagement.nl/ nederlandse-universiteiten-en-contentmarketing-the-war-for-talent/
- 6. Studiekeuze
- 13. -“What are people thinking?” -“What goals are they accomplishing?” -How can CM help people to accomplish their goals?
- 18. Studiekiezers en CM: opdracht 1. Welke specifieke vragen hebben deze scholieren? 2. Wat is de meest prangende vraag? 3. Hoe urgent zijn die vragen? 4. Hoe ziet hun customer journey eruit? 5. Welke vragen horen bij welke fase? 6. Welke bronnen/media raadplegen ze?
- 19. Hoe krijg je die inzichten?
- 23. “A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.” - Scott Cook - co-founder Intuit
- 25. Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media Environment. Journal of Interactive Marketing, 27(4), 242-256.
- 26. • Merk-gegenereerde content vs gebruiker-gegenereerde content • Kapen van merk-gegenereerde content -> Strategieën om hiermee om te gaan. Gevolgen
- 33. Kapen van merk-gegenereerde content
- 36. Strategieën • Kiezen van weg van de minste weerstand • Meespelen van het spel • Gebruikmaken van web 2.0-verwevenheid
- 37. Weg van de minste weerstand
- 40. Wat betekent dit nu? • Brand building → Brand protection • Strategic Planning → executional excellence • Differentation → Resonance Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193–207.
Editor's Notes
- Of course, you can’t know each person individually, but you can create different groups of people with different characteristics. And each of such group is represented by a persona. When creating a persona, the goal is to gather a wide range of data including demographic, and behavioral information. It is also important to uncover their preferences for content discovery, content consumption, and how they engage with content. This data helps you better understand what each customer group cares about and allows you to create more relevant content that will inspire them to buy from you. There is no rule for how many personas you should create. It depends on what kind of organization or brand you are, what the size of your organization is, what the amount of products or services you sell is, and how homogeneous or heterogeneous your audience is. And last, but not least: who do you want to reach with your content marketing activities? Do you want to entertain or educate everybody, or is a small group better? Well, there is a rule for that, as Seth Godin states: “If you persist in trying to be all things to all people, you will fail. The only alternative, then, is to be something important to a few people.” This means that an effective persona is not a very broad or general one but rather a specific and well-defined one. So, if you have a very general persona it is perhaps a good idea to consider splitting this persona into two or more specific personas. It is important to keep the persona or personas during the complete content creation process in your mind. Thus, not only when you create the persona, but every time you are creating content for this persona. So, constantly ask yourself: is the content I am creating now relevant in the busy daily life of the persona? If the answer is ‘no’, than the content is irrelevant and thus useless. Example: The weblog hubspot.com has a few examples of buyer personas (Hubspot Customer Examples, n.d.). One of these examples refers to The Institute for Healthcare Improvement (IHI), an independent not-for-profit organization based in Cambridge, Massachusetts. This institute is a leading innovator in health and health care improvement worldwide. The people who work at this institute believe that everyone should get the best care and health possible. Therefore, their mission is to improve health and health care. This means that IHI is a business-to-business company, because they deliver products and services to healthcare institutes such as hospitals. The following example is one of their B2B-buyer personas: When creating content, it is important to keep the persona or personas in your mind during their customer buying process. That is, at every touch point (moment of interaction) in the customer buying process content has to be available for this persona and, therefore, you have to keep this persona in mind while creating that content. So, constantly ask yourself: is the content I am creating now relevant in the busy daily life of the persona? If the answer is ‘no’, than the content is irrelevant and thus useless.
- Maar er is een grote maar!