CONTENT MARKETING

THNX TO JOE PULIZZI

What are we talking about?

The most effective tools for marketeers

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Agenda

Introduction 4 casestudies Conclusions

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Content marketing 2012

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Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.

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How many content formats are you using?

Most marketeers are using over 40 different content formats.(Joe Pulizzi)

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The top 10 include

Blog Enewsletter White Paper Article eBook Case Study Testimonials Microblogging (i.e., Twitter) Webinar/Webcast Video

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KLM Ifly magazine

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KLM iFly magazine

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Before, during & in between flights

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KLM Media Mapping

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Ifly magazine

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Database drive proces

It’s a database driven processAll orientation and click behavior is

registeredIt is used to personalise parts of the

magazineIt is used to personalize the next issuesIt is used for (commercial) e-mail follow-ups

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Over 10 % of de clients reads the magazine

Over 100.000 new email adresses are gained

Conversion into flights is growing

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Phonak’s vision

A world Where the sense of hearing is cherished

and protected Where the topic of hearing is of greater

importance Where wearing a hearing system is no

longer a taboo Where people are aware of listening Where having hearing loss is no longer a

handicap

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Hear the world platforms

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Hear the world

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External target audiences

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Ambassadors

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Hear the world Magazine

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Street activities

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Events - exhibition

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Social Media

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Free Publicity

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Awareness campaign

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Achievements

Website contacts: average 30 k a month

Social Media PR Contacts: 10.000 till 2012 Awards: 18 national and international Ambassadors: over 53 internationals

stars supporting the case

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Dutch Railway Magazine

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Marketing goals

Strengthen client value Enlarge loyalty Stimulate travelling by train

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Strategy

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Achievements

75 % use the train 15 % of coupons are used P.P. 2 extra train trips a year Positive attitude against NS

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Allerhande

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Allerhande

343434

Cross media platform

(Digitale) winkel

commu-nicatie

Print

AH nieuws-

brief

Kookboeken

Online

Appi

Kerst voorproef

evenement

Ipad appContent & interaction platform

Activation platform

ALLERHANDE

CONTENT

Nationale Thuiskoks

competitie

Availability at all channels

Twitter

Ah.nlBonus

Youtube kanaal

Recept-

kaarten

Winkel-

presentatie

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Yunomi

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Over 350.000 members in the Netherlands

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Content marketing strategy

Cope! Create once – publish everywhere. Create content across a variety of types of content that your audience uses. Think beyond just articles - use photographs and videos.

Socialize your content. Optimize your content for search Offer related content Create an editorial calender

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The main question is of course

How to set up,

implement, and measure a

successful content

marketing program?

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How

You have a big opportunity to follow a special course in content marketing

Initiative of your content marketing association (SPF)

National and international experts in content marketing

New in Poland 10 weekends 160 hours of knowledge Starting oktober 2012

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School of content marketing

For:• People who work in communication

but need real experience, more knowledge and the possibility for networking

• Brand marketeers• Communications managers• Communication consultants• Content managers

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The top 10 platform used in the VS Blog Enewsletter White Paper Article eBook Case Study Testimonials Microblogging (i.e., Twitter) Webinar/Webcast Video

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Blog Enewsletter White Paper Article eBook Case Study Testimonials Microblogging (i.e., Twitter) Webinar/Webcast Video Facebook storypage Customer focused community site Online news release Custom Social Network Custom Print Magazine Digital Magazine Video Blog E-Learning series Mobile apps Online media site Content platform Teleseminar

Podcast Executive roundtable Industrial ranking system Book Print newsletter Virtual Tradeshow Company focused community site Comic book Facebook application Road show Audio book Screencast\ Widget Branded content tool/app Online game Infographic Online survey Discussion forum iPad app Multimedia Content Platform

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THNX – for any questionsakvandenboom@gmail.com

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http://www.customermedia.nl