"Content Marketing Strategy & Planning" presentation during the "Let's talk Content & Digital Marketing" meetup at the Orange Grove in Athens, Greece. February 2015

1. Content Marketing Strategy and
Planning
Panos Ladas
11/2/2015

2. About Panos
• Creating Content Online since 1993
• Online Marketing Professional since 2005
• Worked with Startups, Big Companies and
everybody else in between (Mostly in Greece)
• Last 2.5 Years working at Antenna Group
(Antenna.gr, Web TV, Ant1News.gr, Netwix.gr,
brandsGalaxy.gr, Fthis.gr, Astrologos.gr,
123PlayGames.gr, PerfectDate.gr, Easy972.gr,
RythmosFM.gr, VICE.com, HappyMom.gr)

3. SEO & Content Marketing
• SEO was rather simple but not any more.
• Good news: it is still based on one simple rule:
CREATE (great) CONTENT FOR YOUR USERS,
NOT FOR BOTS
• SEO is built upon Great Content, content that is
USEFUL, shareable, well written, goal focused,
that creates TRUST and reinforces the brand.

4. Marketing
• Strong believer that Firstly you need a Great
Product/Business. Then you add Marketing.
• An old, HUGE user habit: Consuming Content.
• Content consumption constantly changes shifting
to online.
• Online Marketing evolves according to user
trends, business needs AND technology.
• My Definition for Content Marketing is:
The Management of Content in order to reach and
engage audiences for marketing purposes.

5. My Digital Content Strategy Steps
1. Understand the Business (Goals, Products)
2. Understand the Industry (competition, user
trends, market trends)
3. Evaluate Current Marketing and Content
Situation (Analytics, Content Evaluation)
4. Internal Preparation (Set Objectives/Goals,
Segment Customers, Create Process &
Guidelines)
5. Plan Distribution (Channels, Partners, Timing)
6. Create, Distribute, Evaluate and Optimize

6. Online Content Management
Content Types
• News
• Blog posts
• Videos
• Images / Photographs
• Press Releases
• Celebrity Endorsments
• Articles
• Guides
• Quizzes
Mediums
• On site (SEO, Conversions)
• Off site (SEO, Reach)
• Advertising (Google, FB)
• Social Media (How many
are there??)
• Email
• Mobile

7. Online Content Marketing Challenges
• Gain Consumers’ Attention: Getting even harder!
• Multiple Mediums, Channels & Integration
• Metrics: Available and Frequently Mentioned
• Second & Multiscreen
• Attribution

8. Content Marketing in Greece.
After 6 years in a Financial Crises
According to my view, businesses (People) still don’t
understand Content Marketing because:
1. They are not familiar with the concept
(requirements, process, benefits).
2. Content Marketing fits better as part of a
bigger plan. Not many businesses have the
resources for a marketing plan.
3. Content Marketing is a long term investment.
It rarely produces immediate business
benefits.

9. • Sells Tires
• It also reviews restaurants. WHY???
• Consumers actually care A LOT for the restaurant
ratings from a company that sells tires. (this
makes it EXTREMELY important for the restaurant
owners)
• Why do they review Restaurants???
• In order to sell more tires of course!!

10. Michelin Star Winners and TV Stars

11. Thank You
Contact me at:
Twitter.com/Ladas