Transcript Content marketing - Arteveldehogeschool

Contentmarketing
‘Content is the reason search began
in the first place’
Lee Odden
1895
1895––The
TheFurrow
Furrow
• In 1895, John Deere started The Furrow, a magazine for farmers
• The Furrow is still published
• The publication of The Furrow was an historic landmark for the marketing
industry
1895 – The Furrow
1900 – Michelin gids
Content strategy/ Content marketing
• In content strategy you describe the strategic
direction you want to go
• Content marketing are the tactics that let you
accomplish these goals
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Content Marketing Comes of Age (Getty Images)
http://vimeo.com/91404843
Business
objectives
Brand
consideration
Consumer
Interests
• Content strategy = based on business needs
• Contentmarketing = driving customer action
Wikipedia
• Content strategy refers to the planning, development, and management
of content (written or in other media).
• The term is particularly common in web development since the late 1990s.
It is recognized as a field in user experience design but also draws interest
from adjacent communities such as content management, business
analysis, and technical communication.
Wikipedia
• Content marketing is any marketing that involves the creation and sharing
of media and publishing content in order to acquire and retain customers.
This information can be presented in a variety of formats, including news,
video, white papers, e-books, infographics, case studies, how-to guides,
question and answer articles, photos, etc.
• Content marketing creates interest in a product through educational,
entertaining or informative material. Successful content marketing relies
on providing "consistent, high-quality content that solves people's
problems".
Contentmarketing
• Content marketing is the creation en
distribution of relevant content for a specific
targetgroup, whith which you try to interact
• 50% creation of content
• 50% distribution of content
• What is Content Marketing? (LVB Networks)
http://vimeo.com/59737305 (ENG)
• What is Content Marketing? (Douglas Karr )
http://youtu.be/ZoKSYSZB4s0
Summary
1. Develop editoriale content
2. Publish right mix on the right channels
3. Engage with the audience with each piece of
information (interaction, comments, retweets…)
Storytelling
• The Future of Advertising
https://youtu.be/4NyXzir2yKg
‘Content is King (‘90)
Engagement is the queen’
Engagement
• Engagement marketing
• Behavioural marketing
http://www.arteveldehogeschool.be/drupalkarendegroof/module/module_contentmarketing/
ppt/engagement.jpg
Engagement
• Engagement Marketing is about engaging people…
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As individuals
Based on what they do
Continuously over time
Wherever they are
Always directed towards a goal
With measurable impact
At the speed of digital
• Example: Instagram campaign for new Ford Fiesta
http://youtu.be/s6JI80agHUM
Coca Cola
• http://www.coca-colacompany.com/
Whole story: http://vimeo.com/75348539
• ‘Be a hub for the company’s content– stories and
interactions’
• Provoce, inspire and engage
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Modern Content Marketing: Coca-Cola's "Content 2020 Initiative“
Strategy of Coca Cola (17 min)
http://vimeo.com/36010893
Strategy
Strategy
Benefits
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Targetting
Distribution everywhere
Interaction
Inboundmarketing (good SEO & social)
• links, likes, retweets
Content Audit
• Analysing which themes/keywords on which
Channels
Storytelling
• Storytelling for Brands - Our Storytelling Matrix
http://youtu.be/Vr9adE55MzI
Content
1. Branded content (create yourself)
2. Content curatie (aggregate existing content)
3. User generated content (earned content)
Examples
• Viraal branded
Will It Blend? – iPad
http://youtu.be/lAl28d6tbko
• Infotainment
Petplan Pet Insurance
http://www.pinterest.com/petplan/breed-all-about-it-dogs/
http://www.slideshare.net/FINNPublicRelations/the-new-pr-reality-how-owned-media-and-storytelling-become-a
‘If we live in a world where information drives
what we do, the information we get becomes
the most important thing. The person who
chooses that information has power.’
Seth Godin
http://youtu.be/FGLkiCymvs8
Sorts curated content
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Aggregation
Elevation
Distillation
Mashups
Chronology
3S model of content
• Snackable (short & simple)
• Shareable
• Searchable
Brand voice
Tone of Voice
http://www.slideshare.net/DimitriLambermont/humanize-yourcontent
Examples
• Red Bull Stratos (http://www.redbullstratos.com/)
Experience en Behind-the-scenes: The jump of Felix Baumgartner
• Pepsi Beyoncé Mirrors Behind The Scenes Official Video
#BeyHereNow (http://youtu.be/gqQ55Lsbn08)
Original: http://youtu.be/_2smYVl0zrk
• Dumb Ways to Die van Melbourn Metro
http://mccann.com.au/project/dumb-ways-to-die/
Original: http://youtu.be/IJNR2EpS0jw
• DuPont Horizons project
http://youtu.be/1onBgmbrYY4
Commercial documentairy style
Hashtags
• Hashtags or keywords are very important
• #tagboard (https://tagboard.com/)
Keyword research
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Google Keywordplanner: monthly searchvolumes
Übersuggest: suggestions
Google Trends: evolutions and trends
Export to Excel
Content Audit
• Analysing which themes/keywords on which
Channels
• Analysing which moment (year/day)
Content status
• Overwiew of the contentstatus
• Trello
‘Those who fail to plan,
plan to fail’
Winston Churchill
Content Audit
• Analysing which themes/keywords on which
Channels
• Analysing which moment (year/day)
• Analysing engagement
• Analysing domein Authority
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(http://netpeak-checker.software.informer.com/2.1/ &
http://youtu.be/tUZgp2AqwuA)
Netpeak
http://www.arteveldehogeschool.be/drupalkarendegroof/module/module_contentmarketing/ppt/netpeak3.jpg
Ranking
• Rankings
• Your place in the search engine (SEO)
• Different tools:
http://www.seocentro.com/tools/search-engines/keywordposition.html
http://checkpagerank.net/
Moz.com, Webceo.com, seoraven.com
Ranking
• Seocentro
Ranking
• Checkpagerank
Earned research
• Likes, shares,…
• Netpeak
• http://www.sharedcount.com/
• www.socialmention.com
Earned research
• Retweets on Twitter
• www.topsy.com
• www.topsy.com
The 80 rules of Social Media
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http://www.arteveldehogeschool.be/drupalkarendegroof/module/module_contentmarketing/ppt/80-rules-social-media.jpg
http://blogs.adobe.com/digitaleurope/files/2013/08/80-rules-social-media.jpg
Tools for content curation
• Flipboard
https://flipboard.com/
• Digg
http://digg.com/
• StumbleUpon
http://www.stumbleupon.com/
• Trapit
http://www.trapit.com/
• Scoop.it
http://www.scoop.it/
Tools for content curation
• Feedly
http://feedly.com/
• AllTop
http://alltop.com/
• Curata
http://www.curata.com/
• Beatrixapp
http://beatrixapp.com/
IFTTT
Buffer
Tools for automatic
content curation
• IFTTT & Buffer
Combining different platforms automatically,
From Evernote to Facebook, LinkedIn, Twitter… using Buffer
https://ifttt.com/, https://www.evernote.com/, https://bufferapp.com/
• Twitter Automation: How To "Auto-Tweet" Blog Posts
or RSS feeds http://twitterfeed.com/
Tutorial: http://youtu.be/R8HT-awMRJY
Look out!
Tools for content curation
• Making publications
• Flipboard
• http://paper.li/
• https://storify.com/
How to Do Content Marketing With Storify
http://youtu.be/-C3VZZz8oxg
Voorbeeld: http://www.flandersdc.be/nl/blog/zo-beleefde-house-marketingcwf14?utm_content=buffer0033d&utm_medium=social&utm_source=linkedin.com&utm_cam
paign=buffer en https://storify.com/PaulienPeeters/thom-at-cwf14
Tools for content curation
• Images (creative commons)
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Compfight.com
• balat.kikirpa.be
• www.google.com/culturalinstitute
littlevisuals.co
• https://www.google.com/opengallery
unsplash.com
join.deathtothestockphoto.com
nos.twnsnd.co
superfamous.com
thepatternlibrary.com
getrefe.tumblr.com
www.imcreator.com/free
Tools for content curation
• Timeline
• http://timeline.knightlab.com/
Tools for content curation
• Interactive images
http://www.thinglink.com/
• Wordclouds
http://www.wordle.net/
• Infographic
(from Excel)
http://infogr.am/
• Lists
http://list.ly/
Tools for content curation
• Presentations/posters/covers
https://www.canva.com/
Sources
• Vorming Content Marketing – Arteveldehogeschool
Door Koen Verbrugge
• How to create change
http://www.slideshare.net/Unwired/how-to-create-change
Door Oscar Berg
• Handboek Content Strategie
http://www.handboekcontentstrategie.nl/
Door Patrick Petersen
• Prezi Content Marketing
http://prezi.com/w3-vap6vllmi/?utm_campaign=share&utm_medium=copy&rc=ex0share
Door Carole Lamarque en Philippe De Puydt
Sources
• The Handy-Dandy Content Audit Template
http://johnmccrory.com/category/content-strategy/
Door John McCrory
• Data voor Content : Een waarschuwend verhaal
http://www.slideshare.net/KoenVerbrugge/data-voor-content-complexe-funnels
Door Koen Verbrugge
• HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE
http://cdn2.hubspot.net/hub/53/file-26429033-pdf/how-hubspot-does-inbound-creating-a-contentmachine.pdf