Content marketing - så fungerar det
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Transcript of Content marketing - så fungerar det
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Content marketingså fungerar det
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Johanna Johansson Business Development, Spoon
Twitter: @wilja
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Vad är content marketing?
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http://www.spoon.se/nyheter/spoons-film-om-content-marketing
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Ser inte Don Draper lite orolig ut?
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Passar utmärkt till:
Modiga företag som vill utvecklas
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Content marketing är en process
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Content marketing !
E-commerce
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Locka kunder
Öka konverteringen
Skapa lojala kunder
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Locka kunder
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Sälja på annat än pris
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Visa att du är expert bjud på kunskap
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Köpguider Trendspaningar
Infografik Instruktionsfilmer
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Skapa lojala kunder
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Nöjda kunder är de bästa ambassadörerna
speciellt i digitala kanaler
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!
1. Fortsätt bjuda på kunskap 2. Skapa förutsättningar för att dela
3. Be dem bidra med content 4. Uppmuntra till dialog
!
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Belöna dina trogna kunder
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Locka kunder
Öka konverteringen
Skapa lojala kunder
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Så skapar du content som
engagerar
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Rätt innehåll vid rätt tillfälle
= rätt effekt
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Utgå från målgruppens behov 1
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Resan Målgruppernas behov,
beteende och känsla
Före Under Efter
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Matcha kundernas pain spots med era sweet spots
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Definiera din story2
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Hitta rätt mix av content 3
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AWARENESS PURCHASE
EMO
TIONAL
RATIONAL
INSPIRE
PODCASTS
CALCULATIONS
BRAND VIDEO
QUIZZES
COMPETITIONS
EXPERT!ENDORSEMENT
EVENT
GAMES
CELEBRITY!ENDORSEMENT
INTERACTIVE!DEMOS
COMMUNITY!FORUM
MAGAZINES
CASE STUDYWEB ARTICLES
NEWSLETTERSTREND REPORTS
RATINGS!& REVIEWS
GUIDES
PRICE GUIDE
PRESS RELEASE
WHITE PAPERS
PRESENTATIONS!& SLIDESHARES
CHECKLISTS
PRODUCT FEATURES
PRODUCT VIDEO
SOCIAL UPDATESINFOGRAPHIC
WEBINARS
source:!SPOON!FIRST 10!SMART INSIGHTS
ENTERTAIN
CONVINCEEDUCATE
VIRALS
INTEREST DESIRE
WORD OF!MOUTH
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Placerar där målgruppen finns 3
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#frågadietisten
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Utforma för att trigga action 4
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Mät och analysera 5
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Blir BFF med dina analysverktyg
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Använd content marketing för att lära känna dina
kunder och utveckla din verksamhet
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Tack!
Följ oss gärna på @spoon_content