Content Marketing and Content Matrix Guideline
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Transcript of Content Marketing and Content Matrix Guideline
CONTENTMARKETING
101
CONTENTMARKETING
101Jazman Barizi
National Vice President of Digital MarketingAIESEC in Indonesia 1516
Strategy
Understanding of your audience What, when, and howto create the best content.
Content Matrix
Specific conversion goals, key messages, content formats, and content delivery tactics
execution
2 buckets:
CONTENTCREATION
CONTENTDELIVERY
Tailoring it to their audience, peppering it with the right keywords, making it visually compelling, using pithy headlines and calls to action
Utilizing your website, social media, e-mail, or industry influencers, as well as developing sophisticated campaigns designed to nurture people through their buyer journey
1
2
Clear conversion goals.Make the action for our market crystal clear. Example: Read article, register themselves, watch a video, click a button, etc.
•Is the content really useful to your audience?•Is it easy to find the content?•Does it reflects your deep understanding of your audience?•Aligns with your brand aspirations?•Drives conversions?•Promotes engagement?
Before you share the contents, ask these questions to yourself:
Tactics to amplify your messages.Choose the right channels. If we want bigger audience, then we need more channels right? (Hint: use PR partnerships with communities to use their social media channels!)
CONTENT TIMELINE
Set content matrix title and define your goal.Hint: Goal-based content matrix is better.
CONTENT TIMELINE
Set the landing page and conversion goal.
Integrated promotion platform is always good to try, right?
AWARE – APPEAL – ASK – ACT – ADVOCATE
One step one conversion goal.
Follow SocMed Visit website Visit Info booth Sign-Up Showcase
Read article, follow this,
download this, be crazily out of the
box
Subscribe to mailing list, get in
touch with us (CP)
Submit challenges, bring
a friend, etc
Register on OP, Live chat on
LINE@ Account
Ask the EP returnee, share this post, etc.
Content marketing exists to help our audience move one step closer to our end goal by answering their questions (if we leave them questioning, they might lost their interests on
our products).
• Subscribe to your newsletter• Visit your website• Sign up for a free trial• Download a white paper• Follow you• Read a blog post• Tweet something
Headlines, Compelling images
Attractive, Interactive
Freebies
Clear call to action Visual looks Delight them
Aware Appeal Ask Act Advocate
Read article Follow social media Visit website Sign-up online Share with friends
UNIBEK EXCHANGE FAIR 2018aiesec.or.id/unibekXF 500 event visitors
CONTENT TIMELINE
Decide how can they reach you/you reach them.
Outbound marketing vs inbound marketing
Simply put, outbound marketing is when we are reaching out to the target market. Example,event announcement poster, open recruitment poster, video showcasing our EP. We showwhat we have to the audience. Usually the communication flow is one way.
On the other hand, inbound marketing is when our promotional tools are inviting our targetmarket to interact with our contents (clicking buttons, filling form, reading articles). Some ofthe examples are share-worthy articles, personality test quiz that leads to product introduction,interactive video with choose-able story flow, etc. To sum it up, we create interaction withthe audience with two way communication flow.
Aware Appeal Ask Act Advocate
Read article Follow social media Visit websiteCome to event and
sign-up for program
Share with friends
UNIBEK EXCHANGE FAIR 2018aiesec.or.id/unibekXF 500 event visitors
Outbound: door hangers
Outbound: tweets, FB posts, IG posts
Inbound: infographics and personality quiz
Inbound: advertisements, landing page
Outbound: Simple program explanation
Inbound: Event venue mapOutbound: Video explanation
on how to apply, profile picture template for applicants
Inbound: hashtag, landing site to showcase the applicantsOutbound: Profile picture
template for applicants, Thank you posters, after event video
CONTENT TIMELINE
What’s your content marketing format and message?
Graphic designer, videographer, article writers onboard!
Aware Appeal Ask Act Advocate
Read article Follow social media Visit websiteCome to event and
sign-up for program
Share with friends
UNIBEK EXCHANGE FAIR 2018aiesec.or.id/unibekXF 500 event visitors
Outbound: door hangers
Outbound: tweets, FB posts, IG posts
Inbound: infographics and personality quiz
Inbound: advertisements, landing page
Outbound: Simple program explanation, registration form,
email confirmation for registrants
Inbound: Event venue mapOutbound: Video explanation
on how to apply, profile picture template for applicants
Inbound: hashtag, landing site to showcase the applicants
Outbound: Profile picture template for applicants, Thank you posters and emails, after event video, feedback
form
Articles, postersPosters, videos,
infographic posters
Website articles, video series, posters,
forms, email
Posters, pictures, video
Email, poster, video, form
Aware Appeal Ask Act Advocate
Read article Follow social media Visit websiteCome to event and
sign-up for program
Share with friends
UNIBEK EXCHANGE FAIR 2018aiesec.or.id/unibekXF 500 event visitors
Outbound: door hangers
Outbound: tweets, FB posts, IG posts
Inbound: infographics and personality quiz
Inbound: advertisements, landing page
Outbound: Simple program explanation, registration form,
email confirmation for registrants
Inbound: Event venue mapOutbound: Video explanation
on how to apply, profile picture template for applicants
Inbound: hashtag, landing site to showcase the applicants
Outbound: Profile picture template for applicants, Thank you posters and emails, after event video, feedback
form
Articles, postersPosters, videos,
infographic posters
Website articles, video series, posters,
forms, email
Posters, pictures, video
Email, poster, video, form
• 5 Reasons why you should not go abroad (EP story)
• Don’t share this poster!
Personality Test: Which type of leader are you?
• Exchange Fair A to Z• What is
GYAP/IIP/TXP?
• How to apply• Treasure map of the
venue: places that you have to visit
I’m Global Citizen!
Aware Appeal Ask Act Advocate
Conversion Goal Conversion Goal Conversion Goal Conversion Goal Conversion Goal
Contact Method Contact Method Contact Method Contact Method Contact Method
Content Format Content Format Content Format Content Format Content Format
Content Message/Topic
Content Message/Topic
Content Message/Topic
Content Message/Topic
Content Message/Topic
Content matrix title(Goal)(Landing site)
Aware
Read article
Outbound: door hangers
Articles, posters
• 5 Reasons why you should not go abroad ( EP Story)
• Don’t share this poster!
The conversion goal is to make people aware about the event, so during this period I will share contents that make people understand AIESEC value first.
How to make people aware? Hmm maybe I’ll share an article that reflectsAIESEC’s value which is leadership, but it has to make people be curious toread the article! So I will make people read the articles first in order to createthe awareness.
Door hangers! I will go with this title: “5 Reasons Why You SHOULD NOTGo Abroad”. When people read that, there will be this feeling of a doorhanging instead of closed…Hopefully people will fall for it!
The form should be an article with pictures…but in order to promote thearticle and make people want to read it I need something visual. Maybe aposter to attract people’s curiosity will help?
And BAM! Here we have the content title, and we can start making thearticle! The EP’s story of doing social projects abroad will reflect the EP’sjourney of acquiring intense experience which changes him a lot – so thataffects his leadership skill. People will be aware about AIESEC programs andwill look for further stories!
Conversion Goal
Phase Name
Content Method
Content Format
Content Message/Topic
UsefulLinks!
UsefulLinks!
Free license hi-res pictures:
www.unsplash.comwww.gratisography.comwww.compfight.com
Free infographic poster creator:(please don’t forget to crop the watermark)
www.piktochart.com
Website references for design
www.designtaxi.comPinterest (Mobile App)
Download everything for free
www.freepik.com