Matthäus Michalik, Co-Founder of CLANEO, presents “Synergies Between Content Marketing & CRM: How Good Content Enhances Your CRM Stategy”.
The importance of presenting good content at the right time via the right channel is explained and demonstrated.
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Matthäus Michalik - Synergies Between Content Marketing & CRM
1. Synergies Between
Content Marketing & CRM
How Good Content Enhances Your CRM Strategy
Matthäus Michalik, Co-Founder CLANEO GmbH
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Berlin,05.04.2019
2. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
ORGANIC
Strategy, On- & Offpage
Audits & Offpage Marketing
CONTENT
Content Creation
&
Optimization
COMMERCE
Amazon Optimization
&
Amazon Marketing
PAID
Google Ads,
Facebook
Ads
AD
We ♥ Performance
CLANEO offers all relevant services for a sustainable
search and performance marketing approach
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
9. User is aware
of our product
User is unaware
of our product
Passive Phase
Active Phase
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
10. What are the objectives
of each phase?
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
12. Goal: Being visible when our target
group shows interest in our product
Goal: Being visible in our
relevant target group
PERFORMANCE
BRANDING
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
19. Goal: Helping the customer
to use the product or re-order
RETENTION
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
20. E-MAIL / RETARGETING /
SOCIAL / WHATSAPP / APP /
SMS / PUSH NOTIFICATIONS /
DIRECT MAIL / CALL CENTER /
…
RETENTION
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
21. How to approach all
user phases?
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
22. We need the right message at
the right time, the right place
and the right medium.
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
23. Content plays the crucial role here.
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
24. Content marketing can help to
reach users across all channels.
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
25. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
What does a classic customer
journey look like?
26. Interest Desire Action Satisfaction ConvictionAttention
Websit
e
FA
Q
Blog/Magazine
Display
Video
Social
Native
Whatsapp
E-Mail
Social
PPC
Organic
Social
Reviews
Word of Mouth
PLAs
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
27. Interest Desire Action Satisfaction ConvictionAttention
Websit
e
FA
Q
Blog/Magazine
Display
Video
Social
Native
Whatsapp
E-Mail
Social
PPC
Organic
Social
Reviews
Word of Mouth
PLAs
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Different points in the customer journey
lead to different needs
28. Interest Desire Action Satisfaction ConvictionAttention
Websit
e
FA
Q
Blog/Magazine
Display
Video
Social
Native
Whatsapp
E-Mail
Social
PPC
Organic
Social
Reviews
Word of Mouth
PLAs
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Content can ensure that we offer exactly
what the customer is looking
29. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Who has ever bought a built-in kitchen
in his live?
30. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
... as single it may still be simple ...
31. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
My personal hero for today is the
eternal single work colleague, who
chose two dishwashers instead of
two wall units when planning his
built-in kitchen.
Crockery is taken from one, used
and put into the other.
Great idea.
32. Topic: Kitchen
Customers have countless questions - Brands have to answer them all
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
33. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Interest Desire Action Satisfaction ConvictionAttention
Magazine Content
Category Content
Product Content
Service Content
INSPIRATION
▪ Best kitchen ideas for small flats
▪ When to plan your kitchen?
▪ When to order a kitchen?
PRODUCTS
▪ Nolte kitchens with glass fronts
▪ Nolte kitchen with round corners
▪ Nolte kitchen without appliances
BRANDS
▪ Kitchen Nolte
▪ Which kitchen is better: Nolte or Nobilia?
▪ Nolte Kitchen vs IKEA
▪ How to deep clean your kitchen
▪ How to properly clean a kitchen work surface
▪ How to upgrade kitchen cabinet doors
SERVICE
34. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Take away:
Synergies Between
Content Marketing & CRM
35. We need the right message at the right time, the right
place and the right medium.
Heroes of CRM 2019: Synergies Between Content Marketing & CRM
Interest Desire Action Satisfaction ConvictionAttention
Long before the purchase Shortly before the purchase After the purchase
BRANDING PERFORMANCE RETENTION
Passive Phase
Active Phase
Customer Phase
User buys
our product
User interacts
with our ad