Download pdf - Content Marketing: how to create the best content to promote your brand

SRM Marketing- & Communicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO 1

Kirsten Jassies@kirst_enj & justK.nl

CONTENT MARKETINGHow to use content to promote your brand

http://justK.nl

SRM Marketing- & Cmmunicatieopleidingen

Content Marketing 2015 | AMFI Fashion Branding AO

Marketing

2

3

Content marketing is any marketing that involves the creation and sharing of media

and publishing content in order to acquire and retain customers.

4



Who is best at content marketing?

5

• Magazines have ruled creating and distributing content (on paper) for decades

• Because of digitalisation, and everyone’s connected an always on, new channels have arisen and the game of content distribution has changed

• It’s not about the best quality of content anymore, it’s about having an engaged audience on the right channels

• It’s the social influencers and new media like Buzzfeed and Huffington Post that rule the game of creating, curating, sharing and engaging



Steps for a content marketing strategy

6

1. plan 2. create 3. engage 4. convert 5. measure




7

1. PLAN



1. Plan : editorial calendar

8

• Create an editorial calendar for the coming year and work with a monthly of weekly schedule depending your game.

• Media have to work with a weekly schedule because of the enormous amount of content they have to produce in order to keep a large audience.

• Other branches can take it a little bit slower and work with a monthly schedule.



1. Plan : editorial calendar

9




10

2. CREATE



2. Create: Creation vs Curation

11

Sites that curate: culy, froot, nsmbl, wtf, upcoming, LINDA.nieuws, GraziaTools for curating: > by hand, or with Zite/Flipboard, Storify, scoop.it, Twitterlists,

Youtube trends, google alerts etc

http://scoop.it



2. Create: Curation

12

https://storify.com/broylesa/austin360eats-april-2015



2. Create : good content

13

GOOD CONTENT has a goal GOOD CONTENT has a specific message GOOD CONTENT is SEO optimised GOOD CONTENT IS to the point GOOD CONTENT has a call to action



2. Create: types of content

14

•Real time content like on events/ (breaking) news > live blogging, Storify, Twitter, Snapchat •Lists > Blog, Facebook•Long reads > Blog, Medium•DIY’s and Tutorials > Blog/Website, Youtube, Instagram, Pinterest•Galleries/slideshows > Blog/Website, Instagram, Pinterest, Steller, Edgee•Quizzes, Surveys > Blog/Website, Facebook, Survey Monkey, Poll Everywhere•Regular content that works for your brand, or that you need to share (upcoming events, info,product launches) > Blog/Website, newsletter, all social channels•Webinars > Special software, announcements through blog, newsletter and social media•E-books, PDF’s > Special software, Blog, newsletter, social



2. Create: types of content, visual

15



2. Create: the 7 essential elements of a perfect blog post

16

• Headline: the 6 words that count most

• Storytelling hook

• Fewer characters per line at first

• Featured image

• Subheads for scanning

• Content and the 1,500-word sweet spot

• Soundbites for sharingsee complete blogpost ar buffer: https://blog.bufferapp.com/perfect-blog-post-research-data

https://blog.bufferapp.com/perfect-blog-post-research-data



2. Create: viral content

17




18

3. ENGAGE



3. Engage

19

- Who are your loyal customers? Find them, follow them and listen to them

- Influencer Marketing and tools like KLOUT and Peerreach

- Communities like VIVA forum, GoPro and Fitgirlcode

- Tools to manage social media like Hootsuite and Coosto

- Events, Real Life meetings




20

4. CONVERT



4. Convert

21

How do you get your readers, followers and fans to become leads, so they will buy, use and

recommend your product or service to others?

4. Convert to leads/clients

The Customer Journey

Create content for each touchpoint in the customer journey, on the right channel at the right time

ADD E-commerce Tools Facebook > Shopify

Wordpress > Plugin Woo commerceInstagram > Like2Buy

Pinterest > Deeplink to your site22



4. Convert: ROI = Return On Investment

23




24

5. MEASURE



5. Measure

25

ENGAGEMENT: • Number of followers/visitors • Returning visitors • Likes and shares • Comments • Time on site • Pages per visit

Statics tools: • Google Aalytics • analytics.Twitter.com • Facebook Page Insights • Pinterest Analytics • Iconosquare for Instagram

http://analytics.Twitter.com



Recap and Questions

26

Questions: Twitter and Instagram @kirst_enj

Blog justK.nl

http://justK.nl