A view on how content works, performs and converts online in a multi-channel environment. Presentation for SMDayBE

1. How content really performs online
by @maartenvherck

2. Before we start…
Please do not record this performance

3. Before we start…
You have to ask yourself

4. Before we start…
What are your goals online?
And how will you measure them?

6. Before we start…
What is your core target group?
And what are they doing online?

7. Mechelen
30 years old
mother of 2
Works at a
fashion store
Listens to
Indie Rock
Awareness
Consideration &
research
purchase
post
purchase
retention &
advocacy
Feels
MoT
MoT MoT
MoT
Meet Fanny

8. Before we start…
What are your touchpoints with this client?
And what is the purpose of every single one?

9. earned
paid
owned
awareness
consideration
& research
purchase post purchase
retention &
advocacy
xxxxx.be login omgeving
tool callcenter kantoor / callcenter /
welkom boekjefolders / flyers / boekjes
Radio / TV / …
Social social retention
Social ads
SEA
Display
Remarketing
Remarketing
Remarketing Social engagement ads
Performance advertising / cross-sell
vergelijkingssite
Word of mouth ambassadors
PR PR
ambassador program + cross-sell
Targeted e-mailing
adviseur

10. Listen Promote MeasureEngage

11. Promote MeasureListen Engage
Listen to the market, identify your competition, learn from their
best practices and their biggest mistakes.

15. Listen Promote MeasureEngage
Engage your audience based on the goals you have in mind

16. Off-page
Social Media
Content Amplification
E-mail
Native Advertising
On-page
Homepage
Product Page
Blog
News
Reviews
News
Blog
Testi
monial
Prod
page
Blog
Important note: ALWAYS have some kind of CTA

18. Basic Advanced
Consumer
initiated
Brand
initiated
Content
calendar
Conversation
management,
QnA,
blog content,…
Content
campaigns
Amplifications
through
real time
campaigning

19. Conversation management, QnA, blog content,…
Big
campaigns
Conversation management
Big
campaigns
Big
campaignsSmall

20. Listen MeasureEngage Promote
Promote your content so your content strategy is amplified
with content marketing.

21. Social Media
Content marketing
/ native ads
…
Blog
Website
Off-site On-site
Awareness - paid:
Brand initiated content
Consideration - SEO:
Consumer initiated content

22. Conversation management, QnA, blog content,…
Big
campaigns
Conversation management
Big
campaigns
Big
campaignsSmall
ads

23. Listen Promote MeasureEngage
MONITORING and REPORTING will be an essential aspect to
constantly optimize your content and content marketing.

26. Welcome Line up Friday Bands Tickets
xxxxx
sessions
xxxxx
sessions
xxxxx
sessions
xxxxx
sessions
xxxxx
sessions
xx% xx% xx% xx%
SPECIFIC PAGE

28. Thank you.