5 Keys to Content Marketing
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Content 5 keys to Pontus Staunstrup @PStaunstrup Marketing
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Transcript of 5 Keys to Content Marketing
Content5 keys to
Pontus Staunstrup @PStaunstrup
Marketing
What keys?
@PStaunstrup
• Strategy • Target group analysis • Process • Distribution • Measurements
Strategy
@PStaunstrup
Why?
@PStaunstrup
• Necessary for a long-term effort • Saves time and money • Ensures efficiency
Start with a strategy
@PStaunstrup
• Purpose and goals • Target audience • Messaging • Content • Formats/Channels • Roles and process • Measurements
@PStaunstrup
A real strategy
Analysis Guidelines Activities
@PStaunstrup
Don’t wait
@PStaunstrup
Ericsson
@PStaunstrup
Target group analysis
Why?
@PStaunstrup
• Their pain points - your content • Who do you want to talk to • Where to find them - channels
@PStaunstrup
Can we increase x with y?
Is it compatible?
Opex or Capex?
@PStaunstrup
What will the board say?
Are they reliable partners?
Are we the first ones to buy this?
Will I be measured on this?
@PStaunstrup
Problem/Opportunity
Research
DecisionPurchase
Experience
Loyalty
Buyer’s journey
@PStaunstrup
Problem/Opportunity
Research
DecisionPurchase
Experience
Loyalty
Buyer’s journey
Eye-openers Peers Inspirational
Own platforms
Meetings
Delivery Service
Own platforms Loyalty programs
Search Social Paid/Earned
In-depth Cases White papers
Fact sheets Webinars Demos
Newsletters Special events
@PStaunstrup
Brath & Co
@PStaunstrup
Mat.se
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Process
Why?
@PStaunstrup
• Ensure efficient production • Re-use and re-purposing • Clear roles • Approvals
Process
@PStaunstrup
Planning
Approval Distribution
Production Quality control
Measure/ Analyze
Editorial calendar
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RACI
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Tasks Responsible Accountable Consulted Informed
Planning Content manager CMO Business areas Sales
Production Agency Content manager Product owner
Internal coms Sales KAM
PublishingSite manager
SocMedia man Newsletter editor
Content manager
PR Sales
Marketing
Internal coms Customer service
Analysis Content manager CMO Head of sales C-suite
Content pyramid
@PStaunstrup
In-depth content
Customer case
Infographics
Image
Intro-level content
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Projectplace
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Doctor Spin
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Distribution
Why?
@PStaunstrup
• It’s not enough to post • Optimize and develop • Think convergence • Content, not channels
@PStaunstrup
Digital content
Newsletters
Owned media (SEO)
Social media - Own
Apps
Partners
Social media - others
Paid media (native)
Forums etc
Converged media
@PStaunstrup
Paid media Owned media
Earned media
Convergence in practice
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Target Audience Goals
MessagePaid Earned Owned
Target Audience Goals
Message
Target Audience Goals
Message
Owned
Owned
Earned
@PStaunstrup
McDonalds
@PStaunstrup
Vingresor
@PStaunstrup
@PStaunstrup
Microcontent
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From inspiration to leads
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Measurements
Why?
@PStaunstrup
• Only way to tell success • Improve and develop • Report upstairs
@PStaunstrup
You need goals to measure
Purpose Goal Measurements
Build brand Increase awareness w X Engagement w Y
Views / Time spent Social media engagement Affinity to engage with more
Increase marketing efficiency
Lower costs w X More re-use w Y Improved quality
Costs Frequency per channel Improved process time/money
Revenue Increase sales w X Improve conversion i e-shop
Proof of conversion Increase of revenue in e-shop
@PStaunstrup
You need goals to measure
Purpose Goal Measurements
Better processesFewer calls to Customer service Improved UX
Savings on Customer service Increased conversion
Improve customer experience
Impact on development Quicker information
Direct feedback Customer satisfaction survey Increased customer spend
InnovationProduct/Biz development Improved process
New revenue stream Discontinue outdated products
Content efficiency
@PStaunstrup
• Production costs • Maximize reuse • Format efficiency • Channel efficiency
Here are the keys again
@PStaunstrup
• Strategy • Target group analysis • Process • Distribution • Measurements
Three questions to start with
@PStaunstrup
• Do we really know our audience? • Does our processes ensure efficiency
and quality? • Are we measuring the right things?
