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Content Marketing anno 2013 Benjamin Ball – YourCoach BVBA
| Date post: | 20-Aug-2015 |
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Marketing |
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Content Marketing anno 2013Benjamin Ball – YourCoach BVBA
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Wat is Content Marketing?
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What is Content Marketing?
“Content marketing is the only marketing left.” – Seth Godin
• Offering interesting and relevant information• To a specific focus group• Without immediate Call To Action or sales
pitch
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What is Content Marketing? (2)
• Pull Marketing= You show what you’re good at, and people choose when and why they make use of your services
• Long term strategy– Campaign (short peak) vs. Expert (gradual increase)
• Relationship building• A conversation
“Traditional marketing talks AT people. Content marketing talks WITH them.”
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WhyContent Marketing?
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The modern customer…
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The modern customer
• Is critical and suspicious• Is sick of and ignores commercial, ‘official’ and
superficial messages• Seeks online, compares and is an expert himself• Finds references online from peers and from his
own network• Loves and trusts authenticity, stories and depth
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A new attitude for companies
Stop shouting and make yourself useful.
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A new attitude for companies (2)
• Walk your talk– Authenticity– Transparancy– Human stories
• Focus on relationships, not sales– Interaction– Spread knowledge
• Expert in your trade– Know what you’re good at and show it– Don’t compare yourself to others (we’ll do it for you)
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Metaphor
• Content Marketing is like sowing trees. It takes a while before it bears fruit, but once they start blossoming it keeps on coming.
• Classical marketing is like sowing crops. Once they’re ripe, you have to harvest them as efficiently as possible and start all over again.
-> What will you invest in the coming years?
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Examples of Content Marketing
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Banks
KBC: Het Gat in de Markt
Triodos: Wat wil jij veranderen?
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Food & Drinks
Red Bull- Red BulletinAlbert Heyn - Allerhande
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E-Tail & Retail
Coolblue- YouTube channel
MediaMarkt- MediaZine
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The more technical, the more spectacular
Will it Blend?
DollarShaveClub.com
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Product Reviews
Koffiediscounter.nl
By the Grape
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Marketing & Communications
Wijs- Bart De Waele
Copyblogger
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And even…
Twinfield (accountants)
Haunted House Niagara Falls
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A bit of bragging:
• Blog• Free & paying e-books• Events– YourCoach Café– Open CoachDag
• SEO-pages (>1000)• Coaching portal
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How?
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Ingredients for success in Content Marketing
• The 7 basic principles• Strategu: who are you what are you doing it
for?• Content: what will you talk about?• Form: how will you bring it?• Praktical: who does it, where and when?
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The question on everyone’s mind:
Who specifically will manage your Content Marketing?
- Time- Expertise- Writing ability- Marketing knowledge
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Creativitu for everyone
You can’t be Da Vinci every day
• Seek inspiration• Create in bulk• Program in advance
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Hoe?
• 7 Basic principles• Content media• Form media• Strategy• Praktical planning
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The 7 Basic Principles
1. Think like a publisher = document and publish what you already do 2. It’s not a one-off. Create a workflow3. It’s not about you. Be useful and relevant4. Do something that others don’t do5. Be independent and credible6. Don’t try to ‘convert’7. Use good titles
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MATRIX – Content media
About us Website News Events
I was here Contest Advertising Our services
Articles elsewhere SM updates Downloads Book wisdom
Cases & Testimonials
From around here Personal From the media
Series Quotes Did you know… The Making of…
Behind the scenes Tips & Advice Help Realisations
Poll Time snap Crowdsourcing …
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ASSIGNMENT
• Circle the Content Media you already use• Which 1 medium can you add, or which
existing one can you use more? Frame it.
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MATRIX – Form Media
Blog Book Press Speak and Teach
Columns Inspiration Mailings Social Media
Whitepapers Events Video Magazines
Apps Webinars …
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ASSIGNMENT
• Circle the Form Media you already use• Which 1 medium can you add, or which
existing one can you use more? Frame it.
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Practical planning
Strategy
Workflow
Publication
Follow-up
Measuring
Evaluation
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Content Marketing Strategie
• Vision. Where do I want to take my company?• Mission. What are my concrete goals for the next 5 years?
Conversion. What can others do to help me with that in the near future?
• Focus group. Who can help me? Who needs me?• Content. What is valuable to them?• Expertise and USP. What can I offer that matches that, and
that others don’t do as well (yet)?• Execution. How and when and where? Platforms,
frequency, style, tone… • Reporting. How will I measure the effect of my actions?
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ASSIGNMENT
• Write down your strategy – quickly.• Which points take time? Those need regular
work!• Formulatie 1 Action Point for tomorrow
(strategic expansion/practical todo)
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Workflow
• Who’ll do it?• Which resources will be freed up?• When will it be done?• Where will the inspiration/the material come
from?• On what platforms?…TIP: Add 1 new platform at a time.
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Follow-Up
• React oncomments, e-mails, questions…• Small adaptations• Guide leads (offer, practical information…)…
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Measuring
• Google Analytics• # Downloads• # E-mail adresses• # Comments• # Likes, Shares, Pins…• # Checkins (Foursquare)• # Quote/Sale/Enrollment…
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ASSIGNMENT – What’s your ‘voice’?
• Take a look at your strategy• How will you communicate?– To whom?– Content and form media– Where– When– …
• Formulate some concrete ideas and pass along.
