Get your customers hooked with Content Marketing - Pär Lagerström talked to IHM Business School about Content Marketing.

1. Get yourcustomershookedwithContentMarketing Presentation at IHM, Stockholm by @parlagerstrom CU revised June, 2011

2. What? ”Contentmarketing is a marketing techniqueofcreating and distributing relevant and valuablecontenttoattract, acquire, and engage a clearlydefined and understoodtargetaudience - with the objectiveofdriving profitable customer action.”

3. Content DRIVES DECISION MAKING!

4. …and Content is opportunity Where Content is working

5. Content - Owned, Paid and Earned

6. The new model of content consumption We are now dealing with educated buyers Word of Mouth has become Word of Mouse Source: Content is critical in social media marketing | Search Engine Marketing News

7. Youare in for the long ride

8. ” ” ”The currency in social media is value, and thatvalue is created by producing and sharingvaluablecontent.”

9. MOVING FOM BRAND TO SOCIAL CONTENT

10. The Platforms and The Challenges Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs

11. ? Contentstrategy? HOW IS MY CONTENT: GENERATED? PRODUCED? MULTIPLIED? ACCESSIBLE? EASY TO VIEW? EASY TO USE AND SHARE?

12. The OLD WORLD:THE COMMUNICATOR AS the Teacher

13. THE NEW WORLD: all in the playground - Who’s in Your Gang?

14. The contentchallenge:- creation- EngagemenT

15. Content Tactics- some statistics Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs

16. Who? Produce your content?

17. Crowdsourcing and Curating content

18. Storiesarekey

19. Whattypeofcontent is there? Comments Blogpost Tweets Photos Illustrations Video Podcasts Webinars eBooks

20. What is my engagementstrategy?

21. Through your Mynewsdesk newsroom - In 1o minutes you CAN… 50 MILLION PEOPLE PUBLISH BLOG 490 MILLION PEOPLE 50 MILLION PEOPLE 200 MILLION PEOPLE 600 MILLION PEOPLE

23. In detail - Will it blend?

24. Ourownexample – howmynewsdeskwork Our ”Contenthub”

25. Ourblogs How? 3 weekly (guest or ”knowledge”, product feature, Fridayfun) Editorialcalender Verycarefulwith SEO, tags and categorization Somenumbers Doubled the amountofreads in 2010 20-25% ofvisitorswrites the blogurl or has it as a favorite. Links from Twitter, Facebook and LInkedIngenerates 10% ofblogtrafic. The visitorreads in average 1:30 minutes.

26. our social media newsrooms 7 newsrooms! Small as largepieceofnews gets published – doesn’thaveto be a press release. Wereach media, butalsootherinfluencers like customers, bloggers and ownstaff. Transparant – all staffcan be found in newsrooms. SEO – youfinduseverywherewhensearching. All content is uploadedautomaticallytoour social media platform = saves time.