Date post: | 07-Jan-2017 |
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Marketing |
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A POWERFUL PARTNERSHIPHow Content Put Public Relations Back in Style
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
DutchMunich basedLeading our international Brand Marketing team at Stylight@Martijnburgman
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MARTIJN BURGMAN
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES A BRAND MARKETING TEAM DO?
Social Media Public Relations
Content Marketing Design Events
15 Countries
What defines killer content?
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
SMX 2015
Slidesavailableathttp://stylig.ht/SMX15
Investment
Branding
User Value
Shareability
Targeting
Planning
Goal
Engagement
Lifespan
HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS
HOW WE LEARNED BY MAKING MISTAKES
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS
HOW WE LEARNED BY MAKING MISTAKES
ACTIONABLE TAKE-AWAYS YOU CAN IMPLEMENT TOMORROW
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
STANDING OUT WITH YOUR CONTENT
Source:http://www.internetlivestats.com/ - 12:00
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
CUTTING THE CLUTTER IS THE CHALLENGE
Source:http://www.buzzsumo.com/
75% ZERO referring root domains
50% -8 Shares or less
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES THE FUTURE BRING
Search engines are getting smarter and smarterMore and more algorithms
Increased focus on paid promotion
Focus on getting brand mentionsBecome a brand – be the best in what you do
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
OUR MAIN PROBLEMS
We lack focus
We lack resources (and we will always do)
How we are measuring our success and ROI
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW CAN WE TACKLE THESE PROBLEMS?
TEAM(who)
GOAL(why)
what – when – whom - where
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW CAN WE TACKLE THESE PROBLEMS?
TEAM(who)
GOAL(why)
WORKFLOW(how)
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
ONE OF THE MISTAKES WE MADE
GOAL(why)
CONTENT(what)
AUDIENCE(whom)
CHANNELS(where)
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
ONE OF THE MISTAKES WE MADE
GOAL(why)
CONTENT(what)
AUDIENCE(whom)
CHANNELS(where)
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
OUR APPROACH AT STYLIGHT
Roles, Responsibility & Ownership&
Workflow
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES A BRAND MARKETING TEAM DO?
Public Relations Social Media Content
Marketeers Design
Listen & Promote Understand & Create
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW WE FAILED
Source:http://www.stylight.de/
0 Links
0 Likes
0 Shares
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
LEAD UP
• Monitor industry
• Listening to you audience
• Identify news stories
• Find an angle
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
IDEATION PHASE
How can we leverage to Minions hype within our industry?
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
VALIDATION PHASE
GroomingTreasure HuntingCompetitive Content
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
CREATION PHASE
Tweaking VisualsEvaluate Initial ConceptFind Angles and Channels Prepare for Promotion
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
PROMOTION PHASE
Define your promotion strategy per campaign
Owned Earned Paid
Website
Blog
Social Channels
Newsletters
Shares
Mentions
Display Ads
Social Media Ads
Content Promotion
Platforms
Target Audience
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
PROMOTION PHASE
Define your promotion strategy per campaign
Owned Earned
Website
Social Channels
Shares
Mentions
Target Audience
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MONITORING PHASE
Go full NSA!
Spot social ripples
React within minutes
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE MESS UP
In the middle of the CMS Shift
Branding our content smart
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE MESS UP
In the middle of the CMS Shift
Branding our content smart
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE MESS UP
No paid promotion
Monitoring set-up could not handle the capacity.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
RESULTS
+700 linking root domainsSpread over 35 landing pages
Most linked page 200+ Linking root domains850+ Backlinks
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HAVE CLEAR WORKFLOWS
PromoteIdeate CreateValidate Monitor
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
LAYER YOU CONTENT
Make sure your campaigns matchBuild on previous successes and nurture relations
Listen Automate Analyse & Document
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
AUTOMATE YOUR MONITORING
REACT
THANK YOUSlides available at Stylig.ht/SMX16
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016