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CONTENT-
MARKETING
BALANCED
SCORECARD
WIE MAN CONTENT-STRATEGIEN ERFOLGREICH
UMSETZEN, MESSEN UND STEUERN KANN @BaZaKom
SPRUNG
DURCH
MEINE
THESIS
@BaZaKom
CONTENT-
STRATEGIE:
3 PROBLEME
BEI DER
UMSETZUNG @BaZaKom
#1 SILODENKEN
@BaZaKom
#2 WO IST DIESER ROI?
@BaZaKom
#3 TRIAL & FAIL - NO WAY! @BaZaKom
WARUM
NICHT
MAL…
@BaZaKom
WAS IST DIE
BALANCED
SCORECARD? @BaZaKom
HTTPS://
WWW.YOUTUBE.COM/
WATCH?
V=M_ILOLYWRYW
@BaZaKom
WAS IST JETZT NEU?
@BaZaKom
@BaZaKom
+
Das Content-Marketing-
Maturity Modell der
Altimeter Group
Das Content-
Marketing-Funnel
Modell des
Content-Marketing
Institute
@BaZaKom
@BaZaKom
@BaZaKom
@BaZaKom
@BaZaKom
@BaZaKom
@BaZaKom
@BaZaKom
@BaZaKom
@BaZaKom
@BaZaKom
@BaZaKom
@BaZaKom
@BaZaKom
ERINNERN SIE SICH
NOCH?
DIE
STRATEGIEKARTE
ERKLÄRT DAS
GROßE GANZE.
@BaZaKom
DIE SCORECARD HAT DIE ZAHLEN
IM BLICK…
@BaZaKom
…UND LÄßT MEHR AGILES
ARBEITEN ZU. @BaZaKom
KOMMEN SIE GUT NACH HAUSE
- VIELEN DANK!
@BaZaKom
BILDQUELLEN
Deckblatt

Name: Clement127 

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) 

Link: https://www.flickr.com/photos/clement127/16364527615/ 

Stormtrooper auf Skier

Name: Kenny Louie 

Attribution 2.0 Generic (CC BY 2.0) 

https://www.flickr.com/photos/kwl/5030495120/in/album-72157623544311963/

Stormtroopers graben in der Wüste

Name: stavos52093 

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) 

Link: https://www.flickr.com/photos/stavos52093/9194403742/ 

Silodenken

Name: photography-andreas 

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) 

Link: https://www.flickr.com/photos/photography-andreas/5300312494/in/dateposted/ 

Stormtrooper und Mann im Haikostüm

Name: Kenny Louie 

Attribution 2.0 Generic (CC BY 2.0) 

Link: https://www.flickr.com/photos/kwl/4493219149/in/album-72157623544311963/ 

Stormtroopers beten Darth Vader an

Name: Teamur Madjderey 

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) 

Link: https://www.flickr.com/photos/icedsoul/2782250140/ 

Mann im Hasenkostüm

Name: Clement127 

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) 

Link: https://www.flickr.com/photos/clement127/20571452891/ 

Was_ist_die_BSC?

Name: Kenny Louie 

Attribution 2.0 Generic (CC BY 2.0) 

Link: https://www.flickr.com/photos/kwl/3265268327/in/album-72157605226236207/ 

Stormtroopers mit Kugelschreiber

Name: Teamur Madjderey 

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) 

Link: https://www.flickr.com/photos/icedsoul/2311596369/
CM-Maturity-Modell

Name: Altimeter Group 

Link: Altimeter Group/Lieb, 2012, S. 9

Content-Marketing-Funnel

Name: Content Marketing Institute 

Link:  Pulizzi, Rose, 2011, S. 166

Der Plan

Name: Robert McGoldrick 

Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) 

Link: https://www.flickr.com/photos/bobsfever/6747750655/ 

Darth Vader beim Arzt

Name: Kenny Louie 

Attribution 2.0 Generic (CC BY 2.0) 

Link: https://www.flickr.com/photos/kwl/4880682846/in/album-72157623544311963/ 

Stormtroopers springen um Darth Vader herum

Name: Kenny Louie 

Attribution 2.0 Generic (CC BY 2.0) 

Link: https://www.flickr.com/photos/kwl/4764667152/ 

Steve Jobs

Name: Ricky Lai 

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) 

Link: https://www.flickr.com/photos/stitchohana/8157695024/in/
album-72157643381986095/ 

Stormtrooper auf dem Fahrrad

Name: Kristina Alexanderson (kalexanderson) 

Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) 

https://www.flickr.com/photos/kalexanderson/8122959307/in/
album-72157628651430439/

Balanced Scorecard

Name: Intrafocus UK

https://www.youtube.com/watch?v=M_IlOlywryw
@BaZaKom

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Content-Marketing Balanced Scorecard: Wie man eine Content-Strategie im Unternehmen umsetzen, messen und steuern kann

  • 1. CONTENT- MARKETING BALANCED SCORECARD WIE MAN CONTENT-STRATEGIEN ERFOLGREICH UMSETZEN, MESSEN UND STEUERN KANN @BaZaKom
  • 5. #2 WO IST DIESER ROI? @BaZaKom
  • 6. #3 TRIAL & FAIL - NO WAY! @BaZaKom
  • 10. WAS IST JETZT NEU? @BaZaKom
  • 11. @BaZaKom + Das Content-Marketing- Maturity Modell der Altimeter Group Das Content- Marketing-Funnel Modell des Content-Marketing Institute
  • 27. DIE SCORECARD HAT DIE ZAHLEN IM BLICK… @BaZaKom
  • 28. …UND LÄßT MEHR AGILES ARBEITEN ZU. @BaZaKom
  • 29. KOMMEN SIE GUT NACH HAUSE - VIELEN DANK! @BaZaKom
  • 30. BILDQUELLEN Deckblatt Name: Clement127 Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/clement127/16364527615/ Stormtrooper auf Skier Name: Kenny Louie Attribution 2.0 Generic (CC BY 2.0) https://www.flickr.com/photos/kwl/5030495120/in/album-72157623544311963/ Stormtroopers graben in der Wüste Name: stavos52093 Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/stavos52093/9194403742/ Silodenken Name: photography-andreas Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/photography-andreas/5300312494/in/dateposted/ Stormtrooper und Mann im Haikostüm Name: Kenny Louie Attribution 2.0 Generic (CC BY 2.0) Link: https://www.flickr.com/photos/kwl/4493219149/in/album-72157623544311963/ Stormtroopers beten Darth Vader an Name: Teamur Madjderey Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/icedsoul/2782250140/ Mann im Hasenkostüm Name: Clement127 Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/clement127/20571452891/ Was_ist_die_BSC? Name: Kenny Louie Attribution 2.0 Generic (CC BY 2.0) Link: https://www.flickr.com/photos/kwl/3265268327/in/album-72157605226236207/ Stormtroopers mit Kugelschreiber Name: Teamur Madjderey Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/icedsoul/2311596369/ CM-Maturity-Modell Name: Altimeter Group Link: Altimeter Group/Lieb, 2012, S. 9 Content-Marketing-Funnel Name: Content Marketing Institute Link:  Pulizzi, Rose, 2011, S. 166 Der Plan Name: Robert McGoldrick Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) Link: https://www.flickr.com/photos/bobsfever/6747750655/ Darth Vader beim Arzt Name: Kenny Louie Attribution 2.0 Generic (CC BY 2.0) Link: https://www.flickr.com/photos/kwl/4880682846/in/album-72157623544311963/ Stormtroopers springen um Darth Vader herum Name: Kenny Louie Attribution 2.0 Generic (CC BY 2.0) Link: https://www.flickr.com/photos/kwl/4764667152/ Steve Jobs Name: Ricky Lai Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Link: https://www.flickr.com/photos/stitchohana/8157695024/in/ album-72157643381986095/ Stormtrooper auf dem Fahrrad Name: Kristina Alexanderson (kalexanderson) Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) https://www.flickr.com/photos/kalexanderson/8122959307/in/ album-72157628651430439/ Balanced Scorecard Name: Intrafocus UK https://www.youtube.com/watch?v=M_IlOlywryw @BaZaKom