7. ………………………………………….………..……………..……………………………………………..……..
The objectives of content marketing
………………………………………….………..……………..……………………………………………..……..
• Being recognised as an expert in your field
• Maintaining relations with existing customers in a positive manner
• Attracting new customers and grow business
• Increasing social media reach
8. “Everybody wants 900K followers, but only a few are
willing to do what it takes.
Very few have the patience to succeed.”
@GaryVee
10. Let’s be clear, in the end we all want REACH.
REACH
RELEVANCE
is the only way to get
qualitative reach.
11. Let’s be clear, in the end we all want REACH.
REACH
RELEVANCE
is the only way to get
qualitative reach.
Ritme
12. Let’s be clear, in the end we all want REACH.
Social advertising
can be an accelerator.
Advertise the content,
not the promotion
REACH
RELEVANCE
is the only way to get
qualitative reach.
Ritme
14. ………………………………………….………..……………..……………………………………………..……..
A 6 step approach in content marketing
………………………………………….………..……………..……………………………………………..……..
Content marketing consists of 6 different steps. Each of the steps is equally important;
they all play an important role in achieving the previously mentioned objectives.
1. 2. 3. 4. 5. 6.
Content Editorial Create Manage
Topic conversion content shareable content Measure
selection: strategy: planning: content: conversation: success:
define what you want content marketing has once you have the right content once the content is the moment the
to be famous for. to lead to an increase defined the topics and domain (step 1) is launched, people will content strategy is up
There is a content in revenues. Think the conversion important but not react to it. Be open to and running you can
overload in the world. upfront about where strategy, create an sufficient. The content this engagement from measure its impact
The magic happens conversion should editorial calendar. Set needs to be easy to your audience and be through a set of
when you find a topic happen. Define a top up a roadmap so you share and worth ready to answer relevant KPIs. These
you are conversion point and know when and sharing. People tend questions or to give KPIs should be a
knowledgeable in and lead people to this where content will be to spread content that feedback. Next to this combination of
that the market is still point through your shared. Streamline is positive, relevant, conversation business generation
waiting for. Select content the content calendar appealing and management, think measures and
your content domains with all other contains a benefit. about the role of conversational
smartly and be marketing actions in Take that into account industry influencers measures.
consistent in your order to increase during the creation of during the launch of
choice. impact. The content the content. your content.
calendar should also
describe the level of
intensity of each
content action.
25. Creating this framework and
Updates Projects Campaigns ensuring the smooth flow of the
three different streams is not an
exact science. They do, however,
Maintaining relations Mid to long-term Short-term realisation of give you a solid basis for action.
Objective in a frequent manner realisation of objectives objectives (awareness,
Try to think in terms of these
sales)
three streams and draw up a
Lenght Continuous 1 week to 3 months Average: 1 month content planning in function of
your company-specific
objectives.
High (almost daily) High: during the project Low: the same content (advert,
Frequency of new
new content is shared games) is used repeatedly
content creation throughout the campaign
almost continuously The combination of these three
streams will gradually result in
Intensivity Low Average High the widening of your reach and
engagement. The updates will
Media pressure Low Average High ensure a steady influx of new
interested parties. The campaigns
Short-term realisation of will boost your reach
Maintaining relations Mid to long-term
Target group objectives (awareness, tremendously for a short period.
in a frequent manner realisation of objectives
sales) Because campaigns are
expensive, you need to think
Primarily online channels Primarily online Targeted offline media carefully about how you will use
Media choice (Facebook, Twitter, blog) channels, supported by pressure, supplemented with them. Organise them at the right
suitable offline media all own online channels time and in the right place. Use
updates and projects to usefully
Formal and informal Content in function of Commercial content maintain customer interest in the
Type of content ‘did-you-knows’, news, a project objectives periods between campaigns. That
glimpse behind the scenes is how you will keep in touch
with the people who are
interested in your company all
year round.
26. U Weekly blog & daily content curation on twitter
Content Collaboration 4C Conv.
P Research Research Research leadership
C Book launch smatw12
2012
27. By combining the three content levels, you are gradually increasing
the engagement with the target group
Specific update,
project or campaign
38. 1. Reach of content sharing:
How many people are consuming your content?
2. Sentiment of content:
Are people positive, neutral or negative about your
content?
3. Impact of content:
Is the opinion of people towards your company
improving due to your content?
42. 6. • KPIs with direct impact on the business
objectives of your company. In most cases, this will
Measure be linked to financial performance. KPIs to use are
success lead generation or direct conversion to sales.
• KPIs with direct impact on the marketing
objectives of your company. Content Marketing
can help in boosting awareness of your brand(s). It
can help to increase the overall brand identification
with the brand(s).
• KPIs related to conversations. Conversations are
the driver of consumer decision making, thus the
driver of business growth. An important KPI for your
content marketing is measuring the number of
conversations, the sentiment of conversations and
the impact of conversations.
44. ………………………………………….………..……………..……………………………………………..……..
A 6 step approach in content marketing
………………………………………….………..……………..……………………………………………..……..
Content marketing consists of 6 different steps. Each of the steps is equally important;
they all play an important role in achieving the previously mentioned objectives.
1. 2. 3. 4. 5. 6.
Content Editorial Create Manage
Topic conversion content shareable content Measure
selection: strategy: planning: content: conversation: success:
define what you want content marketing has once you have the right content once the content is the moment the
to be famous for. to lead to an increase defined the topics and domain (step 1) is launched, people will content strategy is up
There is a content in revenues. Think the conversion important but not react to it. Be open to and running you can
overload in the world. upfront about where strategy, create an sufficient. The content this engagement from measure its impact
The magic happens conversion should editorial calendar. Set needs to be easy to your audience and be through a set of
when you find a topic happen. Define a top up a roadmap so you share and worth ready to answer relevant KPIs. These
you are conversion point and know when and sharing. People tend questions or to give KPIs should be a
knowledgeable in and lead people to this where content will be to spread content that feedback. Next to this combination of
that the market is still point through your shared. Streamline is positive, relevant, conversation business generation
waiting for. Select content the content calendar appealing and management, think measures and
your content domains with all other contains a benefit. about the role of conversational
smartly and be marketing actions in Take that into account industry influencers measures.
consistent in your order to increase during the creation of during the launch of
choice. impact. The content the content. your content.
calendar should also
describe the level of
intensity of each
content action.
