This document provides guidance on developing an effective content marketing strategy that integrates both print and digital channels. It recommends determining objectives, analyzing target audiences, defining the narrative, prioritizing channels, choosing appropriate formats, assigning responsibilities, and establishing an evaluation process. The document emphasizes starting with the audience and their needs rather than the available channels, and taking an integrated, cross-media approach across owned, paid and earned platforms. Regular evaluation is key to ensuring the strategy remains aligned with goals and the audience.

1. Papier + digitaal = 3

2. Hallo,
ik ben Koen
Contentstrateeg bij Het Salon
Adviseur bij CUSTMZ
Redacteur PUB magazine
en Marketing Tribune
!
!
!
!
koen@het-salon.be
@kdenolf
0475/85 69 57

3. Voor we beginnen
over papier of digitaal

4. Dag van
het
informatieblad

5. Dag van
de content
marketing

6. Belangrijk: content komt voor kanaal

7. Wat zoekt je publiek?
Waarmee kan je ze van dienst zijn? bvb om hun gehoor te beschermen

8. Wat moet je vertellen?
Wat zijn de objectieven?

9. De invulling kan iets helemaal anders zijn
een app bijvoorbeeld

10. waar is mijn publiek in
geïnteresseerd?

11. in vorm en inhoud
Content moet hen aanspreken

12. en hulp bieden
Relevant zijn

13. niemand zit te wachten op reclame
Niet intrusief

14. op alle gebied
Entertaining zijn

15. Wat wil je er mee bereiken?

16. zolang de boodschap maar relevant is en vertrekt vanuit standpunt vd doelgroep
Informeren

17. identificatie vd zender en zijn propositie, versterken reputatie
Branding

18. via CTA’s het pad leggen voor sales of andere doelen
Respons

19. trouw blijven aan een merk of boodschapper
Loyaliteit

20. Owned, Paid en Earned

22. Print versus digitaal

23. Online is beknopter: gaat over wie, wat en wanneer
Print is context: hoe en waarom

24. ...minder tekst, duidelijke titels
Digital: meer to the point

25. je neemt er je tijd voor
Print is ‘lean backward’

26. gebeurt tussendoor of heel gericht
digital is ‘lean forward’

27. denk maar aan tablets en smartphones
maar is natuurlijk niet zo arbitrair

28. ... dat je mensen hun aandacht kan vasthouden
5 versus 25 minuten

29. ...kans dat je ‘opgepikt’ wordt
50 versus 10%

30. Je kan zelfs in real time communiceren
Digitaal is sneller

31. … via een of ander ‘device’
Digitaal zijn we allen geconnecteerd

32. … omdat je ‘geshared’ wordt, via Google
Met goede content word je gevonden

33. offline ken je minder snel de impact
Online heb je (instant) reacties

34. … tenminste als je de juiste tools gebruikt
En informatie over individuele gebruikers

35. maar hou rekening met duurdere AV-productie
Online is goedkoper
in productie en distributie

36. shares, reacties, Google
Online blijft langer nazinderen

37. ...is andere beleving
Maar maak in digital geen copy van print

38. Website versus digitaal magazine

39. statisch versus dynamisch
Ander soort content

40. ... de website is je winkel
Het magazine is je etalage

41. ‘need to know’ versus ‘nice to know’
Andere ingesteldheid vd bezoeker

42. je kan een momentum creëren rond het verschijnen van je publicatie
Periodiciteit

43. e-mail is niet dood

44. Trouble viewing this email? Click here to view in your browser.
Great Content Wins
IS TWITTER A GOLD MINE FOR
CHARACTER-BASED BRAND
STORYTELLING?
Historically, our favorite characters in film,
television and advertising were seen and
heard only in movies, TV shows and
commercials. But Twitter gave a voice to
these often dormant characters through
character-based accounts, many of which
are fan based and fan run, when done right
creating mountains of earned media. But
what's the strategy? How can brands create
an accurate narrative while staying true to
the medium?
THE FULL STORY
The World of Post-Advertising
MOBILE ADS MORE
DISRUPTIVE THAN TV
The common perception
among advertisers is that
mobile ads lack the
disruptive quality of print and
TV ads. But new research
suggests that users find
mobile ads far more
interruptive and annoying
than those on TV. Maybe you
want to rethink your mobile
ad strategy?
See Why
The World of Post-Advertising
WHY MOST NATIVE
ADVERTISING FAILS
Native advertising may be
the buzzword du jour, but
what truly defines native
advertising is still up for
debate. Whatever it is, Kirk
Cheyfitz, Story Worldwide
CEO, believes that the best
native advertising isn't
advertising at all.
Learn Why
The World of Post-Advertising
THE STATE OF
FACEBOOK
Many brands are getting fed
up with Facebook and the
sudden zigs and zags it takes
as the social platform tries to
monetize. But Andrea Vahl at
Copyblogger has provided
great insight into Facebook's
EdgeRank algorithm and how
community managers can
stay in front of fans.
Get the Info
ory Worldwide <contact@storyworldwide.com>
n: <koen@het-salon.be>
twoord aan: Story Worldwide <contact@storyworldwide.com>
Twitter a Gold Mine for Character-Based Brand Storytelling? | Thumbs-down to Mobile Ads; Six Instagram Tips for Brands
19 december 2012 15:15
From The Blog
SIX QUICK INSTAGRAM TIPS FOR
BRANDS
Instagram is all that and a bag of chips in the
social media space. Brands are hopping onto
the platform in droves, but using it effectively
to engage audiences is not as easy as the
iPhone's camera app. We took a look at which
brands are using Instagram effectively and
outlined their tactics for you.
Get the Tips
The World of Post-Advertising
TRACKING VISUAL
BRAND MENTIONS
Most of us marketers love to
geek out over data. Every
day, we measure follower
growth, video views, Likes,
shares, unique visits and
more. With the photo boom
of 2012, brands started
popping up more often than
usual in social feeds, but
without their being tagged
by the user, it was
impossible to know...until
now.
See the Technology
The World of Post-Advertising
58 IDEAS FOR
CONTENT MARKETING
Content is nothing without
the right distribution
channels, which is why
content marketing and social
media make a great team.
But what exactly is the best
way to use social media to
your advantage when
creating your content
marketing strategy? Here are
58 ideas to get you started.
Learn More
The World of Post-Advertising
UPDATE OVERLOAD
STILL DANGER FOR
BRANDS
Brands have had the
opportunity to engage with
audiences on social media
platforms for years, but the
risk of information overload
is still prevalent. eMarketer
has published research from
SocialVibe revealing that "too
many updates" is still the
leading reason to un-follow
brands.
Get the Study
Resources
POST-ADVERTISING
SURVIVAL GUIDE
Success in today's fragmented digital
landscape follows from a relatively
simple base concept: Publish content
that people actually want, then manage
your interactions with your audiences,
commiting to engagement over the long
haul. Here are some specific steps that
will get you there.
Download the Free E-book
Haven't subscribed yet? Register here.
Visit Story's website.
Want more Post-Advertising news? Visit our blog at PostAdvertising.com.
We take your privacy very seriously. Your information will always remain private and you will never
receive any unsolicited emails. View our Privacy Policy.
(C) 2012 Story Worldwide LLC

45. Please add Amanda.burrell@the-cma.com to your contact list | View Web Version | View Text Only
FEATURE
CONTENT
MARKETING RESEARCH NEWS DAY IN THE LIFE BLOG
NEW
LAUNCHES
NEW MAGAZINE LAUNCH FROM
THE CMA
Open, the CMA's brand new magazine, is a unique
feast of groundbreaking content and expert insight
built around the theme of 'storytelling'. Discover
who's in it, what it's all about, and enjoy two
exclusive extracts.
Read two exclusive preview extracts
from Open here »»
BRIGHT AUTUMN FOR
CONTENT MARKETING
Flurry of new launches heats up cold autumn
days for content marketing industry and CMA
members.
Read more »»
NEW SUMMIT VIDEO ONLINE
With less than a month to go until the International Content Marketing
Summit 2012, get a flavour of what's on offer with an exclusive video of
one of last year's speakers, David Glennie of Mobile Interactive Group.
If you like what you hear, there are a few tickets left for this year's event.
Go to www.ilovecontent.co.uk to book your place.
CMA DIGITAL BREAKFAST
Tues 6th Nov
Content Marketing Strategy
Find out more »
INTERNATIONAL
CONTENT MARKETING
SUMMIT
Wed 28th Nov from 9am
Find out more »
Add to Outlook »
INTERNATIONAL
CONTENT MARKETING
AWARDS
Wed 28th Nov from 7pm
Find out more »
Add to Outlook »
Aan: koen@het-salon.be
Antwoord aan: Julia Hutchison <julia.hutchison@the-cma.com>
ENGAGE: New CMA magazine, Summit video, features and blog
WHAT'S NEW IN MARKETING
RESEARCH THIS MONTH...
This month, we reveal which brands are the
world's most valuable, which products are
the most popular for 'showrooming' and
discover who's in the 'global enraged' group.
Read more »»
MATT BEAVEN, EDITORIAL & CREATIVE
DIRECTOR, SUNDAY
A founding partner at Sunday, Matt runs both the design and editorial
teams. A typical day involves coffee, more coffee, team management,
new business development and oversight of Sunday's creative output.
Read more »»
CMA Monthly Blog
Each month, we bring you the key thought pieces, comments and
opinion from our leading industry bloggers.
And it's goodbye from me...
Julia Hutchison, CMA
Read more »»
Performative Leisure
Karen Canty, Future Foundation
Read more »»
Can a cat ever be a dog?
Martin MacConnol, Wardour
Read more »»
Social experiments can be fun...
Mark Bainbridge
Read more »»
44% of clients say content marketing sells harder than
ads
Robin Bonn, Seven
Read more »»
21 signs that your organisation doesn't really get
content marketing
Dan Fielder, Sticky Content

46. Print + digitaal = 3

47. in beide richtingen
alle ‘owned’ kanalen met elkaar linken

48. wat is ‘meer info’?
verwijzingen heel concreet maken

49. “wat eten we vandaag?”
cross-mediaal een heel domein claimen

50. denk ook TV, events, apps, narrow casting, native advertising…
Maar waarom beperken
tot print + digitaal?

51. cinema, games, downloaden van goodies, Lego World, pretpark, magazine…
Als mensen al betalen om naar je
merk te komen kijken…

52. Wat kies ik nu?

53. hebben ze toegang tot een computer?
Kijk naar je publiek

54. korter, meer AV, licht (goed evenwicht tussen human interest en beleid)
Laat de content het toe?

55. is er een kwalitatieve en voldoende grote database, winkelpunten,…
Hoe kan ik best distributie organiseren?

56. Aan de slag in 10 stappen

57. ... zo meetbaar mogelijk maken
1. Objectieven bepalen

58. ... wie, kenmerken, welke content zoeken ze, via welke kanalen
2. Analyseer je ijkpersonen

59. ... de ideale mix tussen jouw doelstellingen en de noden van je doelgroep(en)
3. Wat is je verhaal?

60. ... kalender waar momentums - bestaande en gecreëerde - en thema’s gekoppeld
worden aan het creëren en lanceren van bepaalde content
4. Kanalen en prioriteiten

61. ... en hoe kunnen we zorgen dat daar consistentie in zit
5. Vorm en invalshoeken

62. ... wie maakt/plaatst content, wie converseert waar en wanneer, wie reageert
6. Verantwoordelijke(n)

63. ... databases, influencers, streven naar earned media
7. Distributie

64. ... PR, inzetten van paid media (en owned media) ter ondersteuning
8. Communicatie

65. ... hoe wordt alles getrackt en geëvalueerd?
9. Evalueren

66. ...maar dan begint het pas
8. Start

67. Kleindokkaai 17, 9000 Gent . 09 266 14 18 . willem@het-salon.be
Succes!