Why is the Content

Marketing strategy

iMportant?

effects?

What should the strategy be like?

strategy of Content Marketing?

The Goal Isn’t to be Good at Content. The Goal is to be Good at Business, Because of Content.

CM strategy

Companies in the USA do not have CM strategy (document)

60 % +

effeCts

Of all companies which evaluate their CM strategies as not successful do

not have a CM strategy.

80 %

3 Conditions for sUCCess

1/3

Way

2/3

relation

3 Conditions for sUCCess

3/3

paradigM, proCess

3 Conditions for sUCCess

#poMp2013

the best marketing doesn’t feel like

marketing.

pillars of CM strategy

STORY PROCESS DISTRIBUTION

What is the right story and how to tell it?

What do we need and

how do we execute it

Own media +

„Marketing for marketing“

story

„pieCe“ of Content

Article, video, interview, infographics…

FB publishing, picture, twitter, instagram, e-mail news…

Where to get the stories froM?

Where do we find them?(Maybe we don’t even know they exist)

Developing External/Internal

authors and editorials

Overview of commendations and complaints

Following forums and

blogs

Following brange media (what are they writing about?)

story

What is a good story?

A story you would pay for!

•For me (mine)•Interesting (amazing)

•True (honest)

#poMp2012 a good story is the one yoU

are prepared to pay for.

story

Who is it Meant for?

How well do we outline the personas: •Based on positioning our products•Brainstorming in the conference room•Talking the buyers, conducting a poll

story

proCesses

deCisions

editorial Calendar

1. What shall we do (type of content)2. Which tools3. When4. How much5. Who is responsible for their production

proCesses

prodUCtion proCess

1. Defining process and roles of people involved2. Confirmation line (responsibilities?)3. Coordinating stories between tools4. Coordinating stories with advertising5. Coordinating activities with sale (CTA)

proCesses

Changing organisation

Managing Editors

Content Producers

Chief Content Officer

Chief Listening Officers

proCesses

BUilding ContaCts

•How many databases of contacts do we have?•Have we gained the approvals?•What is the quality of data?•How precisely do we know them?•Can we segment them?

proCesses

infrastrUCtUre

distriBUtion

distriBUtion

top kpi‘s:

•Web page visitors•Leads•Applications to free

testings•Conversion into buyers

•Brand relation•Maintaining customers

(loyalty)•Repeating buys

ConneCted lead ManageMent

Following the activity all the way to the sale level

Interest, need

Interest, need

Loyalty

Use

Research, looking for solution

Comparing solutions, defining purchase

Purchase

aCtivity plan

1. Public analysis and segment2. Persona/Target group defining3. Database and contact inventory (for later promotion) •Existingclientsdatabase •Potentialclientsdatabase •Offices,possibilityofgatheringcontacts

4. Prioritising goals (Infrastructure vs. Building contacts)5. Prioritising content marketing projects6. Content preparation7. Distribution, measuring, development and upgrading

What really Matters?

do We have the potential to sUCCeed?

1. Management support (trust)2. Excellent above-average content/stories

3. Editorial focus (regarding goals)4. Little cooks

the first qUestion?

How does the Content Marketing work in the crisis?

qUestions?

Igor SavičManaging DirectorPM, poslovni mediji

Twitter: @savicigor

igor.savic@p-m.si

Primož Inkret, MBAExecutive DirectorPM, poslovni mediji

Twitter: @pinkret

primoz.inkret@p-m.si