Joakim Ditlev fra Content Marketing DK og forfatter av den første danske boken om innholdsmarkedsføring – Content Marketing Bogen – var på Epic Content Marketing 2015. Joakim går igjennom: - Hvorfor innholdsmarkedsføring noen ganger mislykkes - 5 steg til en innholdsmarkedsføringsstrategi - Hvordan du kan selge innholdsmarkedsføring til dine kolleger - Hvordan du organiserer ditt content marketing-team mm.

1. joakimditlev
jditlev

2. The agenda
• Why content marketing fails
• 5 steps to a content marketing strategy
• BREAK
• Selling content marketing to your
colleagues
• Measuring success
• Organizing your content marketing team
• Choose your tactics: ”Juleribba”, Angler,
Curator or Mailbox
• Summing up

3. Who is Joakim Ditlev, anyway?
• Author of Content Marketing Bogen
• 6 years content marketing experience
• I help companies:
– Change the way they act and think about
marketing
– Create longterm customer relations
through useful or entertaining content.

4. 180 blog posts later

5. When we wrote the book we
realized that…

6. When we wrote the book we
realized that…
• Some of the best cases is driven by
gut feelings. They don’t call it
”content marketing” themselves.

7. When we wrote the book we
realized that…
• The best cases have one thing in
common: They really want to know
what matters to their customers.

8. When we wrote the book we
realized that…
• Done is better than perfect

9. Frequent content marketing fails
• Content excitement without a
documented strategy
• Focusing on several markets or
business lines at once
• Lack of commitment from the boss
• Lack of focus for distributing content
• Time optimism

10. Can you avoid obstacles?

11. Without a strategy…

12. It’s very hard to find the treasure

14. 5 steps to crack the content
marketing nut

15. The 5 steps for your strategy
1. Purpose
2. Business goals
3. Target audience and persona
4. Organization and implementation
5. Content distribution

16. The Golden Circle

17. Quiz: Name this company!

18. Name another one!

19. Find your ”why”?
• Ask your neighbor:
”What is your workplace doing?”
• Then ask:
”Why?”

20. Your business goal:
• What kind of business goal are you
trying to achieve?
• Sales
• Savings
• Sunshine

21. Look for actual strategies
• ”Our goal is to increase
sales in offshore by 50%”
(Sales)
• ”We need to cut costs per
customer by 20%”
(Savings)
• ”Our ambition is to
become the most known
brand in the UK market”
(Sunshine)

22. Did your boss ever say anything
like that?

23. What you want to say
!=
What your customers want to hear
• But there is an overlap. Find
it by asking:
– How can your content create
value to your customers?
– What matters to the customers
related to your products?

24. Who are you reaching out to?

25. From target audience to persona
Persona 1: Persona 2:
Name:
Age:
Occupation:
Personality:
Prefered media / devices:
Getting advice from:
Pain:
Goal:

26. How to get customer insight
• Surveys
• Focus groups
• Interviews
• Insights from sales / customer
service

27. Organizing the effort

28. How the media is organized
Boss
Journalist Photographer Video creator
Editor

29. The editor’s role
• Manage the project
• Set deadlines
• Ensure content quality
• Contact to external content providers
• Permission to be annoying…

30. Become the editor!
• Who can you include in the content
creation process?

31. Nature calls for Aarstiderne

32. Unisport. Dependent on events
and the big brands

33. Ensure an editorial line and fixed
deadlines

34. What’s the point if noone ever
sees your content?

35. Is a ”content shock” coming up?

36. Mix the channels - but focus on
Owned Media

37. Content Marketing =
Marketing Content
• Spend the same effort promoting as
producing content
• Start with your colleagues
• Your best content
deserves a bit of your
advertising budget

39. Let’s talk!
• Are your colleagues in favor of
content marketing?
• What kind of challenges do you
expect, when rolling out a content
marketing program?

40. You need to get the boss on
board, because
• Lack of buy-in is a main reason, why
content marketing fails
• Easier access to time and knowledge
• Reduce risk of being just another
campaign

41. The boss: ”Show me the money!”

42. Usually the boss doesn’t like
content marketing
• It’s hard to fit into the quarterly
budgets
• It’s hard to document the results

43. Show the long term wins
• AdWords vs. content marketing

44. Make sure to highlight the
business goal
• How does your content support the
company’s business goals?

45. Brand manager: ”Say what?”

46. Talk about brand exposure
• How big is the potential target
audience we are focusing on?
• How do we ensure that the target
group recognizes our brand while we
are talking less about ourselves?

47. Sales director: ”Where are my
leads?”

48. Talk about the new buying process
• Sales may get less leads, but they
are better educated and easier to
close
• Focusing on content marketing
doesn’t mean that traditional lead
gen activities end overnight

49. Speak the right language

50. If your colleagues don’t buy in:
• Convince them through results

51. 4 kinds of metrics

52. What should you report?

53. Does calculating ROI have a ROI?

54. Calculate your audience value

55. What’s the value of MY audience?

56. When measuring the results it…
• Is easier to know if you’re on the right track
• Is easier to demonstrate value for the
business
• Is easier to get rid of vanity metrics
• Feels like you’re earning money for every new
piece of content you publish

57. Chicken and egg
• How do I know the results before I
get started with content marketing?

58. Find the lowest hanging fruits and
demonstrate that it pays off
• Start a pilot project
• Underpromise and
overdeliver
• Use the pilot as a
crowbar to get more
budget
• Expand by 1 market /
business line at the time

59. Time-out: Are we still on track?
• Strategy
– Purpose
– Business goals
– Target audience and persona
– Organization and implementation
– Content distribution
• Boss is ok
• We found a pilot project
• We know what to measure

60. Choose your tactic

61. What do you eat in Norway for
Christmas?

62. Juleribba-taktikken
1. Create an eBook/guide
about a specific topic (din
juleribba)
2. Create a gated landing
page for your guide.
3. Slice the roast by creating
blog posts of small parts
of the guide. Include the
entire guide as CTA.
4. Create and autoresponder
including tips to everyone
signing op for the guide.
(rib-sandwich)

63. The mailbox tactic

64. Any answer is a piece of content

65. You answer more than 1 person

66. The mailbox tactic
1. Collect all incoming questions.
2. Find out what your customers ask
about the most related to your
products.
3. Create a series of blog posts /
videos answering the questions.
4. Keep an eye on SEO

67. Do like Blacksnow

68. The angler tactic

69. The Angler tactic
1. Create infographics /
videos / calculators or
similar.
2. Place on your own
website.
3. Spend time ”fishing for
links.” Ask relevant sites
to use and link to your
infographics.
4. The tactic also works for
PR outreach.

70. The curator tactic

71. The curator has a good taste
• Selecting and
serving the best
content
• Curated content
pays the
recognition forward
– you build
relations.

72. Curated content adds value

73. Let’s talk!
• Are you using any of the tactics
today?
• Anyone that could work for you
tomorrow?

74. Time for thoughts

75. Action!
Please write!
1. What is the most important learning
from this session?
2. What is the next thing you have to
do in your content marketing
efforts?

76. To get content marketing right
you need to
• Make sure your boss
understands how you
content can drive
business
• Have a documented
content marketing
strategy
• Soft launch a pilot
project with just one
tactic / channel

77. Thanks for listening!
• www.contentmarketing.dk
• www.cmbogen.dk
jditlev
joakimditlev