Slide deck (part 2) from the content marketing workshop in Athens. Speaker and trainer Michael Leander shared his content marketing and inbound marketing experience with 33 top brand marketers and marketing agency folks. The content marketing workshop was organized the The Institute of Communication and EDEE Greece.

1. Your
content
concept

2. • Thank
you
for
a,ending
the
content
and
inbound
marke5ng
workshop
in
Athens.
• My
contact
details
are
in
the
back
of
this
slide
deck.
Don’t
hesitate
to
contact
me
if
I
can
help
you
in
any
way.

3. Integra5on
across
all
channels
is
key
–
as
is
a
seamless
user
experience
Content
concept
Social
media
push/pull
Blog
&
Magazines
Apps
&
Gamifica5on
Email
&
Mobiity

4. Thin
Which
real
problem
are
you
solving?

5. What
are
the
problems
associated
with
this
purchase?
Exclusive
villas
–
email
driven

6. Problems
and
considera3ons
associated
with
booking
an
exclusive
villa
in
Paradise
1. ________________________________
2. ________________________________
3. ________________________________
4. ________________________________
5. ________________________________

7. How
to
help
solve
those
problems
through
stories
1. Problem
is
_________________________
We
can
help
solve
that
problem
by
wri5ng;
A)
___________________________________
B)
___________________________________
C)
___________________________________

8. Think about
top, mid
and end of
funnel
and focus
ferociously
on the end
goal, short
and long
term
8
Bo#om
of
funnel
is
where
the
ac3on
takes
place
–
engagement
need
to
drive
your
audience
towards
the
bo#om
of
the
funnel

9. Which is more important?
Content
Community

10.
THE
MORE
CONTENT
YOU
HAVE
THE
MORE
USERS
YOU
WILL
GET.
THE
MORE
USERS
YOU
HAVE
THE
MORE
CONTENT
YOU
WILL
GET.
THE
BETTER
YOU
MATCH
CONTENT
AND
USERS
TO
USER
PROFILES
THE
MORE
USERS
AND
CONTENT
YOU
WILL
UNDERSTANDING
THE
DRIVING
FORCES
OF
COMMUNITIES
10
Rule of thumb

11. Talk
about
something
of
interest
h,p://www.michaelleander.me/blog/tourism-­‐marke5ng-­‐is-­‐this-­‐the-­‐best-­‐portugal-­‐can-­‐do/

12. Quick
results
–
B2B
case
study
+
3
interview
requests
+
45
newsleGer
subscribers
+
3
registered
for
Lisbon
seminar
+
1
consulJng
engagement
+
2
inquiries
for
speaking

13. Your content concept
Purpose /
strategy
Research
Content
concept
Build /
create Seed
13

14. What is our
purpose?
What is the
value of a sale?
Which stories
support AIDA
What is our
approach to
winners & fillers
How do we
measure
impact?
Understand
customer needs
Selling
process
Frequency &
channel plan
Your content
concept

15. Your content
concept
describes
ü What
you
offer
and
how
it
fits
in
the
buying
cycle
ü Benefits
of
your
offering
ü Why
your
audience
should
engage
ü Which
stories,
content
you
are
going
to
publish
ü Frequency,
security,
trust
ü Media
(video,
cartoons,
ar5cles,
audio
etc.)
ü Think
like
a
publisher,
act
like
the
best
hostess
The
content
concept
applies
to
all
of
your
social
media
(and
email
markeJng)
acJviJes

16. 11 questions to help you build
your content concept
Catches
attention
Engages
Retains
interest
Distributes
1. What general area of knowledge do we
have that we can share?
2. What kind of expertise or even products can
we give away?
3. What can we explain?
4. What type of content from others can we
share with our audience?
5. Who can we interview that would interest
our audience?
6. What can we have fun with that isn’t a
disconnect from our brand or industry?
7. What sensitive topics may we take
advantage of to engage discussion?
8. What topics are off-limits?
9. Who in our company connects with
customers most naturally?
10. What is our capacity to produce content?
11. Our audience’s threshold to consume it?
16

18. AGractor
example:
Research
reports
• Build
ques5ons
• Seed
5l
permissions
+
social
• Ask
for
permission
in
survey
• Put
a
price
tag
on
the
final
report
• Let
respondents
have
the
report
for
free
• Download
only
with
registra5on
• Release
contents
and
big
messages
in
tranches
(press,
blogs,
newsle,ers
etc.)
Result
of
Poland
Email
Marke5ng
Report
-­‐
More
than
1.500
leads
-­‐
New
leads
every
month
now
years
later

19. AGractor:
Guiding
people
h,p://www.michaelleander.me/blog/facebook-­‐engagement-­‐rate-­‐benchmark/

20. You need a content concept
for video channels too

21. Google Plus – significant SEO impact
21

22. Pinterest – if popular in your market –
drives significant purchase intent
22

23. Repurposing
of
content
• Think
about
how
you
can
slice
your
main
stories
into
mul5ple
smaller
stories
• Seed
them
successively
• Think
– Prelaunch
– Launch
– Postlaunch

24. See
case
study
–
integrated
campaign
See
the
campaign
case
study
here

25. Community
aGractors
–
must
be
part
of
your
content
concept
LinkedIn
targets
CMO’s
–
more
than
2.000
members,
very
ac3ve
group
and
growing
steadily
Xing
targets
CMO’s
–
more
than
12.000
members,
very
ac3ve
in
German
language
(6.000+
members)

26. More
community
aGractors

27. DIRECTION
-­‐
purpose
-­‐
strategy
-­‐
tac3cs
-­‐
execu3on
-­‐
measure
27

28. Drive
towards
your
objecJves
first
,
tacJcs
&
deadlines
second
!
See
video
about
being
objecJve
driven
hGp://www.youtube.com/watch?v=4mxvy_usWz8
If
95%
of
your
effort
is
here,
you
are
wrong
!

29. Group
work
for
Save
the
Children
• Formulate
purpose
• Define
goals
• Define
core
messages
• Decide
long
and
short
term
focus
and
discuss
how
to
build
an
audience
recep5ve
to
the
messages
“indefinitely”
Later
you
will
do
the
actual
content
concept

30. Integra5on
across
all
channels
is
key
–
as
is
a
seamless
user
experience
Website
&
Blog
Social
media
Offline
Apps
Email
&
Mobile

31. Listen &
React
• Customers engage in social media
• You need to listen to the conversation and react
• All the time !

32. Summary of sentiment

33. (c) Michael Leander Nielsen, 2009 33
Listen to the
conversation
on Twitter
(and other
social networks)
1
2

35. Reacting to mentions
• Monitor across all platforms
• Have tool for managing
• Have tool for reacting
Try search.twitter.com

36. My Foursquare
message
Unexpected reply

39. Michael
Leander
is
an
interna3onal
marke3ng
speaker.
He
has
spoken
at
IBA
in
Karachi
and
in
40+
countries
Find
him
here
h,p://www.twi,er.com/michaelleander
Speaking:
h,p://www.michaelleander.me
Consul5ng:
h,p://www.michaelleander.com
QuesJons,
Linkedin
contact
requests
etc:
michael@michaelleander.me

40. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share
is
best
Like
is
NOT
a
currency,
engagement
is
@michaelleander

41. Quick
Facebook
Jp
for
aGracJng
more
people
to
click
on
a
Link
Get
your
call
to
acJon
link
inside
the
first
3
sentences
Track
all
links
to
be
able
to
measure
conversions
/
effect

42. Leverage
research
engagement
factors

43. 7
senses
to
consider
for
any
mobile
markeJng
campaign
• Lust;
the
an5cipa5on
of
pleasure,
(which
we
crave)
• Mys3que;
an
unanswered
ques5on
that
intrigues
us
and
makes
us
want
to
solve
the
puzzle
• Alarm:
the
threat
of
nega5ve
consequences,
which
demands
immediate
response
• Pres3ge:
symbols
of
rank
and
respect,
which
earn
us
status
and
admira5on
• Vice:
rebellion
against
rules,
which
tempts
us
toward
“forbidden
fruit”
• Trust:
certainty
and
reliability,
to
which
we
give
our
loyalty
• Commonsense;
use
your
commonsense

44. Which senses do this Westin
mobile add play on?

45. Axe girl wake me up
• Sign-­‐up
via
qualifica5on
• IVR
• Different
Axe
girl
calls
every
day
Think:
Solves
a
real
problem
in
a
fun
way
(service)
and
generates
conJnous
awarenesss