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

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    19-Jul-2015

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  • 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

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    Marketing

    2

  • 3Content marketing is any marketing that involves the creation and sharing of media

    and publishing content in order to acquire and retain customers.

  • 4

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    Who is best at content marketing?

    5

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

    Because of digitalisation, andeveryones connected an always on, new channels have arisen and the game of content distribution has changed

    Its not about the best quality of content anymore, its about having an engaged audienceon the right channels

    Its thesocial influencers and new media like Buzzfeed and Huffington Postthatrule the gameof creating, curating, sharing and engaging

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    Steps for a content marketing strategy

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

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    Steps for a content marketing strategy

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    1. PLAN

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    1. Plan : editorial calendar

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    Create an editorial calendar forthe 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 workwith a monthly schedule.

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    1. Plan : editorial calendar

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  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    Steps for a content marketing strategy

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    2. CREATE

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    2. Create: Creation vs Curation

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    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

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    2. Create: Curation

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  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    2. Create : good content

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    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

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    2. Create: types of content

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    Real time content like on events/(breaking) news > live blogging, Storify, Twitter, Snapchat

    Lists > Blog, Facebook

    Long reads > Blog, Medium

    DIYsandTutorials > 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, PDFs > Special software, Blog, newsletter, social

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    2. Create: types of content, visual

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  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

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

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    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 buer: https://blog.buerapp.com/perfect-blog-post-research-data

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    2. Create: viral content

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  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    Steps for a content marketing strategy

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    3. ENGAGE

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    3. Engage

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

    -Influencer Marketingand 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

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    Steps for a content marketing strategy

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    4. CONVERT

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    4. Convert

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    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

  • SRM Marketing- & Cmmunicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO

    4. Convert: ROI = Return On Investment

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