Content Marketing Strategy and Planning

Panos Ladas

11/2/2015

About Panos

• Creating Content Online since 1993

• Online Marketing Professional since 2005

• Worked with Startups, Big Companies and everybody else in between (Mostly in Greece)

• Last 2.5 Years working at Antenna Group (Antenna.gr, Web TV, Ant1News.gr, Netwix.gr, brandsGalaxy.gr, Fthis.gr, Astrologos.gr, 123PlayGames.gr, PerfectDate.gr, Easy972.gr, RythmosFM.gr, VICE.com, HappyMom.gr)

SEO & Content Marketing

• SEO was rather simple but not any more.

• Good news: it is still based on one simple rule:

CREATE (great) CONTENT FOR YOUR USERS,NOT FOR BOTS

• SEO is built upon Great Content, content that is USEFUL, shareable, well written, goal focused, that creates TRUST and reinforces the brand.

Marketing

• Strong believer that Firstly you need a Great Product/Business. Then you add Marketing.

• An old, HUGE user habit: Consuming Content.• Content consumption constantly changes shifting

to online.• Online Marketing evolves according to user

trends, business needs AND technology. • My Definition for Content Marketing is:The Management of Content in order to reach and

engage audiences for marketing purposes.

My Digital Content Strategy Steps

1. Understand the Business (Goals, Products)2. Understand the Industry (competition, user

trends, market trends)3. Evaluate Current Marketing and Content

Situation (Analytics, Content Evaluation)4. Internal Preparation (Set Objectives/Goals,

Segment Customers, Create Process & Guidelines)

5. Plan Distribution (Channels, Partners, Timing)6. Create, Distribute, Evaluate and Optimize

Online Content Management

Content Types

• News

• Blog posts

• Videos

• Images / Photographs

• Press Releases

• Celebrity Endorsments

• Articles

• Guides

• Quizzes

Mediums

• On site (SEO, Conversions)

• Off site (SEO, Reach)

• Advertising (Google, FB)

• Social Media (How many are there??)

• Email

• Mobile

Online Content Marketing Challenges

• Gain Consumers’ Attention: Getting even harder!

• Multiple Mediums, Channels & Integration

• Metrics: Available and Frequently Mentioned

• Second & Multiscreen

• Attribution

Content Marketing in Greece.After 6 years in a Financial Crises

According to my view, businesses (People) still don’t understand Content Marketing because:

1. They are not familiar with the concept (requirements, process, benefits).

2. Content Marketing fits better as part of a bigger plan. Not many businesses have the resources for a marketing plan.

3. Content Marketing is a long term investment. It rarely produces immediate business benefits.

• Sells Tires

• It also reviews restaurants. WHY???

• Consumers actually care A LOT for the restaurant ratings from a company that sells tires. (this makes it EXTREMELY important for the restaurant owners)

• Why do they review Restaurants???

• In order to sell more tires of course!!

Michelin Star Winners and TV Stars

Thank You

Contact me at:

Twitter.com/Ladas