GET YOUR CUSTOMERS HOOKED WITH CONTENT MARKETINGPresentation at IHM, Stockholm by @parlagerstrom

CU revised June, 2011

WHAT?

”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.”

CONTENT DRIVES DECISION MAKING!

• http://www.youtube.com/watch?v=J80VHp_hIIA

• http://www.youtube.com/watch?v=ZKCdexz5RQ8

…AND CONTENT IS OPPORTUNITY

Where Content is working

CONTENT - OWNED, PAID AND EARNED

THE NEW MODEL OF CONTENT CONSUMPTION

• We are now dealing with educated buyers

• Word of Mouth has become Word of Mouse

Source: Content is critical in social media marketing | Search Engine Marketing News

YOU ARE IN FOR THE LONG RIDE

”””The currency in social media is value, and that value is created by producing and sharing valuable content.”

MOVING FOM BRAND TO SOCIAL CONTENT

THE PLATFORMS AND THE CHALLENGES

Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs

CONTENT STRATEGY?

HOW IS MY CONTENT:GENERATED? PRODUCED? MULTIPLIED?

ACCESSIBLE? EASY TO VIEW? EASY TO USE AND SHARE?

?

THE OLD WORLD:THE COMMUNICATOR AS THE TEACHER

THE NEW WORLD: ALL IN THE PLAYGROUND - WHO’S IN YOUR GANG?

THE CONTENT CHALLENGE:- CREATION- ENGAGEMENT

CONTENT TACTICS- SOME STATISTICS

Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs

WHO?

PRODUCE YOUR CONTENT?

CROWDSOURCING AND CURATING CONTENT

STORIES ARE KEY

• Comments• Blogpost• Tweets• Photos• Illustration

s• Video• Podcasts• Webinars• eBooks

WHAT TYPE OF CONTENT IS THERE?

WHAT IS MY ENGAGEMENT STRATEGY?

THROUGH YOUR MYNEWSDESK NEWSROOM - IN 1O MINUTES YOU CAN…

490 MILLION PEOPLE

50 MILLION PEOPLE

50 MILLION PEOPLE

200 MILLION PEOPLE

600 MILLION PEOPLE

PUBLISH BLOG

SOME EXAMPLES

• http://www.youtube.com/watch?v=Wot64D3Odww&feature=player_embedded#at=35

IN DETAIL - WILL IT BLEND?

OUR OWN EXAMPLE – HOW MYNEWSDESK WORK

Blog

PR Insights

Newsroom

Our ”Contenthub”

OUR BLOGS

How?• 3 weekly (guest or ”knowledge”, product

feature, Friday fun)• Editorial calender• Very careful with SEO, tags and categorization

Some numbers • Doubled the amount of reads in 2010• 20-25% of visitors writes the blog url or has it

as a favorite. • Links from Twitter, Facebook and LInkedIn

generates 10% of blog trafic. • The visitor reads in average 1:30 minutes.

OUR SOCIAL MEDIA NEWSROOMS

• 7 newsrooms!• Small as large piece of news gets

published – doesn’t have to be a press release.

• We reach media, but also other influencers like customers, bloggers and own staff.

• Transparant – all staff can be found in newsrooms.

• SEO – you find us everywhere when searching.

• All content is uploaded automatically to our social media platform = saves time.