SlideShare ist ein Scribd-Unternehmen logo

Content Marketing Strategy: How to Engage & Attract Customers

•
•
Sandra Fathi
Sandra Fathi
Business
1 von 25
Downloaden Sie, um offline zu lesen
Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World November 5, 2014 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect Presented to Absolute Software © Affect Strategies | May 29, 2009
Sandra Fathi • President, Affect • PRSA Tri-­‐State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology Sec>on
Affect Technology Healthcare Professional Services
Agenda All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content Lures • Generating Actions with Your Content 4
Something to Talk About 5
-­‐-­‐-­‐ Personal Professional Research What Customers Want • Who is your target audience? • Where do they congregate? • What do they talk about? • What prompts a share, like or other action? Example: 6 Addicts Parents Psychologists Therapists Addic>on Specialists Educators -­‐-­‐-­‐ Facebook TwiIer Addic>on Forums Blogs Helping Others Resources Educa>ng the Community
Topic Mapping 7 Sample Areas of Credibility • Company • Products/Services • Employees • Customers • Market • Research – Source It – Aggregate It – Own It – Create It What Your Brand Can & Should Be Talking About What Your Brand Should NOT Be Talking About • Irrelevant Content • Legal PiUalls • Areas with Lack of Authority or Credibility
Topic Mapping 8 Example: Focus Sample Topics Company Product Updates/Introduc>ons Customer Case Studies Management/Execu>ve Changes Market Industry News Regulatory Environment Global Trade News Ocean Pirates Green/Sustainability Natural Disasters (Impact on Global Trade) Data Proprietary Data & Analysis: World Shipping Routes/Manufacturing/Industry Stats
Topic Mapping 9 Example: Focus Sample Topics Subjects Company Treatment Programs Clinical Professionals Execu>ve Management Addic>on Alcohol Drugs Paren>ng Rela>onships Co-­‐exis>ng/Process Addic>ons NOT Marijuana Diagnoses Private Persons Market Industry Research Regulatory Environment Legal Issues* News High Profile Addic>on Data Proprietary Research
Content Sources Gathering Your Resources • Internal – You – Employees – Customers – Systems/Data • External – 3rd Party Contracted/Partnership – Public Domain – News Media 10
Riding The News Wave Story Hijacking • Breaking News Now • Immediate Opportunity to Comment • Next Day: “What Does This Mean to Me” Analysis • Next Week: “What Does This Mean to the Industry” Analysis • Next Month/Year: Lessons Learned, Prevention, Education Trend Intervention • Long-term Trending News Topic • Seasonally Recurring News Topic • Media & Audience Demand Ongoing • Regular Columns/Features/Publications in Planning 11
Story Hijacking & Trend Intervention 12
Story Hijacking & Trend Intervention Break the News 13
Content Lures Keeping Audiences Coming Back for More: Creating Recurring Value • Educational/Tips Series • Regular Features • Weekly/Monthly Spotlights • Quarterly/Biannual/Annual Reports Source: TechAffect.com 14
Subscrip>on Series 15
Customer Generated Content 16
Content Lures 17
Generating Actions • Research what resonates • Establishment • Anti-Establishment • Make it easy to take action – Provide Flexible Formats – Bite/Right-Sized Information – Eliminate Restrictions • Make the Sharer the Hero • Ask • Reciprocate 18
Distribution & Format Content in All It’s Glory 19
Maximizing Your Content 20
Content Calendar • Map out the Year – Company/Product News – Major Events – Seasons – Holidays – Themes – Buying Cycles – Reports – Elections – Etc. 21
Content Calendar 22 Q1 Q2 Q3 Q4 Tax Summer Back to Season Travel School Holiday Tip Series Tip Series Tip Series Tip Series Research Survey Research Survey Report Report Video Series Graph Series Video Series Graph Series
Content Calendar 23
Recap All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content Lures • Generating Actions with Your Content 24
Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World November 5, 2014 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect Presented to Absolute Software © Affect Strategies | May 29, 2009

Empfohlen

How to Develop An Effective PR Measurement Strategy
How to Develop An Effective PR Measurement StrategyHow to Develop An Effective PR Measurement Strategy
How to Develop An Effective PR Measurement StrategySandra Fathi
 
Improving the effectiveness of communications webinar, 11 July 2017
Improving the effectiveness of communications webinar, 11 July 2017Improving the effectiveness of communications webinar, 11 July 2017
Improving the effectiveness of communications webinar, 11 July 2017Association for Project Management
 
PR planning and Executing the Public relations campaign
PR planning and Executing the Public relations campaignPR planning and Executing the Public relations campaign
PR planning and Executing the Public relations campaignAnuj Usare
 
2006 PR Campaigns Presentation
2006 PR Campaigns Presentation2006 PR Campaigns Presentation
2006 PR Campaigns Presentationryansgoff
 
Planning, managing PR campaigns, PRecious Communications
Planning, managing PR campaigns, PRecious CommunicationsPlanning, managing PR campaigns, PRecious Communications
Planning, managing PR campaigns, PRecious CommunicationsLars Voedisch
 
Planning your campaign: the OASIS model​
Planning your campaign: the OASIS model​Planning your campaign: the OASIS model​
Planning your campaign: the OASIS model​CharityComms
 
Humanizing your brand in the digital age - PRecious Communications, Indonesia...
Humanizing your brand in the digital age - PRecious Communications, Indonesia...Humanizing your brand in the digital age - PRecious Communications, Indonesia...
Humanizing your brand in the digital age - PRecious Communications, Indonesia...Lars Voedisch
 
Cause Marketing Intro Presentation SU 13
Cause Marketing Intro Presentation SU 13 Cause Marketing Intro Presentation SU 13
Cause Marketing Intro Presentation SU 13 Brian Hawkins
 

Empfohlen

How to Develop An Effective PR Measurement Strategy
How to Develop An Effective PR Measurement StrategyHow to Develop An Effective PR Measurement Strategy
How to Develop An Effective PR Measurement StrategySandra Fathi
 
Improving the effectiveness of communications webinar, 11 July 2017
Improving the effectiveness of communications webinar, 11 July 2017Improving the effectiveness of communications webinar, 11 July 2017
Improving the effectiveness of communications webinar, 11 July 2017Association for Project Management
 
PR planning and Executing the Public relations campaign
PR planning and Executing the Public relations campaignPR planning and Executing the Public relations campaign
PR planning and Executing the Public relations campaignAnuj Usare
 
2006 PR Campaigns Presentation
2006 PR Campaigns Presentation2006 PR Campaigns Presentation
2006 PR Campaigns Presentationryansgoff
 
Planning, managing PR campaigns, PRecious Communications
Planning, managing PR campaigns, PRecious CommunicationsPlanning, managing PR campaigns, PRecious Communications
Planning, managing PR campaigns, PRecious CommunicationsLars Voedisch
 
Planning your campaign: the OASIS model​
Planning your campaign: the OASIS model​Planning your campaign: the OASIS model​
Planning your campaign: the OASIS model​CharityComms
 
Humanizing your brand in the digital age - PRecious Communications, Indonesia...
Humanizing your brand in the digital age - PRecious Communications, Indonesia...Humanizing your brand in the digital age - PRecious Communications, Indonesia...
Humanizing your brand in the digital age - PRecious Communications, Indonesia...Lars Voedisch
 
Cause Marketing Intro Presentation SU 13
Cause Marketing Intro Presentation SU 13 Cause Marketing Intro Presentation SU 13
Cause Marketing Intro Presentation SU 13 Brian Hawkins
 
Public relation management
Public relation managementPublic relation management
Public relation managementRaagini m
 
Preparing to write for a PR campaign
Preparing to write for a PR campaignPreparing to write for a PR campaign
Preparing to write for a PR campaignBrett Atwood
 
Creating an effective PR foundation and strategies
Creating an effective PR foundation and strategies Creating an effective PR foundation and strategies
Creating an effective PR foundation and strategies Hariom Sharan
 
Marketing plan
Marketing planMarketing plan
Marketing planYoviAcka
 
Building a PR Campaign for the Digital World 8.10
Building a PR Campaign for the Digital World 8.10Building a PR Campaign for the Digital World 8.10
Building a PR Campaign for the Digital World 8.10cristinalepore
 
Ch. 7 selecting communication tactics
Ch. 7 selecting communication tacticsCh. 7 selecting communication tactics
Ch. 7 selecting communication tacticsCraig Carroll
 
Planning For 2009 (12 11 08 Final)
Planning For 2009 (12 11 08 Final)Planning For 2009 (12 11 08 Final)
Planning For 2009 (12 11 08 Final)Deirdre Breakenridge
 
Evaluating Public Relations Campaigns
Evaluating Public Relations CampaignsEvaluating Public Relations Campaigns
Evaluating Public Relations CampaignsPenn Strategies
 
Public Relations (PR) Measurement
Public Relations (PR) MeasurementPublic Relations (PR) Measurement
Public Relations (PR) MeasurementHugh Anderson
 
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation CARMA
 
Goals, Objectives, Strategies and Tactics
Goals, Objectives, Strategies and TacticsGoals, Objectives, Strategies and Tactics
Goals, Objectives, Strategies and TacticsPatrick Powers
 
Communication plan
Communication planCommunication plan
Communication planchiggins36
 
Cause Marketing Presentation
Cause Marketing PresentationCause Marketing Presentation
Cause Marketing PresentationBrian Hawkins
 
Creating a marketing communications plan tools
Creating a marketing communications plan toolsCreating a marketing communications plan tools
Creating a marketing communications plan toolsDeborah Spector
 
Integrated Marketing Communications Campaign for Agape Restaurant
Integrated Marketing Communications Campaign for Agape RestaurantIntegrated Marketing Communications Campaign for Agape Restaurant
Integrated Marketing Communications Campaign for Agape RestaurantMegan Andres
 
Strategic Public Relations Plan Checklist
Strategic Public Relations Plan ChecklistStrategic Public Relations Plan Checklist
Strategic Public Relations Plan ChecklistSaviPR
 
PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN
PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN
PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN Pacharee Pantoomano
 
How to Measure the Success of Your Strategy 
How to Measure the Success of Your Strategy How to Measure the Success of Your Strategy 
How to Measure the Success of Your Strategy CharityComms
 
Writing a PR Plan
Writing a PR PlanWriting a PR Plan
Writing a PR Planbneiswender
 
Samuel Goetz's Topic 6 Powerpoint
Samuel Goetz's Topic 6 PowerpointSamuel Goetz's Topic 6 Powerpoint
Samuel Goetz's Topic 6 PowerpointSamuelGoetz1
 
Public relation
Public relationPublic relation
Public relationVikram Ram
 
Why Branding is Important
Why Branding is ImportantWhy Branding is Important
Why Branding is ImportantUniversity Technology Malaysia
 

Weitere ähnliche Inhalte

Was ist angesagt?

Public relation management
Public relation managementPublic relation management
Public relation managementRaagini m
 
Preparing to write for a PR campaign
Preparing to write for a PR campaignPreparing to write for a PR campaign
Preparing to write for a PR campaignBrett Atwood
 
Creating an effective PR foundation and strategies
Creating an effective PR foundation and strategies Creating an effective PR foundation and strategies
Creating an effective PR foundation and strategies Hariom Sharan
 
Marketing plan
Marketing planMarketing plan
Marketing planYoviAcka
 
Building a PR Campaign for the Digital World 8.10
Building a PR Campaign for the Digital World 8.10Building a PR Campaign for the Digital World 8.10
Building a PR Campaign for the Digital World 8.10cristinalepore
 
Ch. 7 selecting communication tactics
Ch. 7 selecting communication tacticsCh. 7 selecting communication tactics
Ch. 7 selecting communication tacticsCraig Carroll
 
Planning For 2009 (12 11 08 Final)
Planning For 2009 (12 11 08 Final)Planning For 2009 (12 11 08 Final)
Planning For 2009 (12 11 08 Final)Deirdre Breakenridge
 
Evaluating Public Relations Campaigns
Evaluating Public Relations CampaignsEvaluating Public Relations Campaigns
Evaluating Public Relations CampaignsPenn Strategies
 
Public Relations (PR) Measurement
Public Relations (PR) MeasurementPublic Relations (PR) Measurement
Public Relations (PR) MeasurementHugh Anderson
 
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation CARMA
 
Goals, Objectives, Strategies and Tactics
Goals, Objectives, Strategies and TacticsGoals, Objectives, Strategies and Tactics
Goals, Objectives, Strategies and TacticsPatrick Powers
 
Communication plan
Communication planCommunication plan
Communication planchiggins36
 
Cause Marketing Presentation
Cause Marketing PresentationCause Marketing Presentation
Cause Marketing PresentationBrian Hawkins
 
Creating a marketing communications plan tools
Creating a marketing communications plan toolsCreating a marketing communications plan tools
Creating a marketing communications plan toolsDeborah Spector
 
Integrated Marketing Communications Campaign for Agape Restaurant
Integrated Marketing Communications Campaign for Agape RestaurantIntegrated Marketing Communications Campaign for Agape Restaurant
Integrated Marketing Communications Campaign for Agape RestaurantMegan Andres
 
Strategic Public Relations Plan Checklist
Strategic Public Relations Plan ChecklistStrategic Public Relations Plan Checklist
Strategic Public Relations Plan ChecklistSaviPR
 
PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN
PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN
PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN Pacharee Pantoomano
 
How to Measure the Success of Your Strategy 
How to Measure the Success of Your Strategy How to Measure the Success of Your Strategy 
How to Measure the Success of Your Strategy CharityComms
 
Writing a PR Plan
Writing a PR PlanWriting a PR Plan
Writing a PR Planbneiswender
 
Samuel Goetz's Topic 6 Powerpoint
Samuel Goetz's Topic 6 PowerpointSamuel Goetz's Topic 6 Powerpoint
Samuel Goetz's Topic 6 PowerpointSamuelGoetz1
 

Was ist angesagt? (20)

Public relation management
Public relation managementPublic relation management
Public relation management
 
Preparing to write for a PR campaign
Preparing to write for a PR campaignPreparing to write for a PR campaign
Preparing to write for a PR campaign
 
Creating an effective PR foundation and strategies
Creating an effective PR foundation and strategies Creating an effective PR foundation and strategies
Creating an effective PR foundation and strategies
 
Marketing plan
Marketing planMarketing plan
Marketing plan
 
Building a PR Campaign for the Digital World 8.10
Building a PR Campaign for the Digital World 8.10Building a PR Campaign for the Digital World 8.10
Building a PR Campaign for the Digital World 8.10
 
Ch. 7 selecting communication tactics
Ch. 7 selecting communication tacticsCh. 7 selecting communication tactics
Ch. 7 selecting communication tactics
 
Planning For 2009 (12 11 08 Final)
Planning For 2009 (12 11 08 Final)Planning For 2009 (12 11 08 Final)
Planning For 2009 (12 11 08 Final)
 
Evaluating Public Relations Campaigns
Evaluating Public Relations CampaignsEvaluating Public Relations Campaigns
Evaluating Public Relations Campaigns
 
Public Relations (PR) Measurement
Public Relations (PR) MeasurementPublic Relations (PR) Measurement
Public Relations (PR) Measurement
 
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation
 
Goals, Objectives, Strategies and Tactics
Goals, Objectives, Strategies and TacticsGoals, Objectives, Strategies and Tactics
Goals, Objectives, Strategies and Tactics
 
Communication plan
Communication planCommunication plan
Communication plan
 
Cause Marketing Presentation
Cause Marketing PresentationCause Marketing Presentation
Cause Marketing Presentation
 
Creating a marketing communications plan tools
Creating a marketing communications plan toolsCreating a marketing communications plan tools
Creating a marketing communications plan tools
 
Integrated Marketing Communications Campaign for Agape Restaurant
Integrated Marketing Communications Campaign for Agape RestaurantIntegrated Marketing Communications Campaign for Agape Restaurant
Integrated Marketing Communications Campaign for Agape Restaurant
 
Strategic Public Relations Plan Checklist
Strategic Public Relations Plan ChecklistStrategic Public Relations Plan Checklist
Strategic Public Relations Plan Checklist
 
PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN
PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN
PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN
 
How to Measure the Success of Your Strategy 
How to Measure the Success of Your Strategy How to Measure the Success of Your Strategy 
How to Measure the Success of Your Strategy 
 
Writing a PR Plan
Writing a PR PlanWriting a PR Plan
Writing a PR Plan
 
Samuel Goetz's Topic 6 Powerpoint
Samuel Goetz's Topic 6 PowerpointSamuel Goetz's Topic 6 Powerpoint
Samuel Goetz's Topic 6 Powerpoint
 

Andere mochten auch

Public relation
Public relationPublic relation
Public relationVikram Ram
 
Show Me the Money: PR Metrics that Impress the C-Suite
Show Me the Money: PR Metrics that Impress the C-SuiteShow Me the Money: PR Metrics that Impress the C-Suite
Show Me the Money: PR Metrics that Impress the C-SuiteSandra Fathi
 
Chapter 1 What is Public Relations?
Chapter 1 What is Public Relations?Chapter 1 What is Public Relations?
Chapter 1 What is Public Relations?Barbara Nixon
 
Classification of brands examples
Classification of brands examplesClassification of brands examples
Classification of brands examplesLena Argosino
 
Branding and its importance to consumers and organizations
Branding and its importance to consumers and organizationsBranding and its importance to consumers and organizations
Branding and its importance to consumers and organizationsApurupa Devi Valluru
 
The Role of Public Relations in an Organization
The Role of Public Relations in an OrganizationThe Role of Public Relations in an Organization
The Role of Public Relations in an OrganizationSundance Marketing
 
The concept of Branding
The concept of BrandingThe concept of Branding
The concept of Brandingnabeel.sm
 
Brands & Brand Management
Brands & Brand ManagementBrands & Brand Management
Brands & Brand ManagementYIGIT ACIKAY
 
Brand management ppt
Brand management ppt Brand management ppt
Brand management ppt Babasab Patil
 
Public relations introduction
Public relations introductionPublic relations introduction
Public relations introductionphaneendra u
 

Andere mochten auch (20)

Public relation
Public relationPublic relation
Public relation
 
Why Branding is Important
Why Branding is ImportantWhy Branding is Important
Why Branding is Important
 
Show Me the Money: PR Metrics that Impress the C-Suite
Show Me the Money: PR Metrics that Impress the C-SuiteShow Me the Money: PR Metrics that Impress the C-Suite
Show Me the Money: PR Metrics that Impress the C-Suite
 
Chapter 1 What is Public Relations?
Chapter 1 What is Public Relations?Chapter 1 What is Public Relations?
Chapter 1 What is Public Relations?
 
Classification of brands examples
Classification of brands examplesClassification of brands examples
Classification of brands examples
 
Branding and its importance to consumers and organizations
Branding and its importance to consumers and organizationsBranding and its importance to consumers and organizations
Branding and its importance to consumers and organizations
 
The Role of Public Relations in an Organization
The Role of Public Relations in an OrganizationThe Role of Public Relations in an Organization
The Role of Public Relations in an Organization
 
The Brand Concept Platform - An introduction
The Brand Concept Platform - An introductionThe Brand Concept Platform - An introduction
The Brand Concept Platform - An introduction
 
Public relations
Public relationsPublic relations
Public relations
 
The concept of Branding
The concept of BrandingThe concept of Branding
The concept of Branding
 
Types of brand
Types of brandTypes of brand
Types of brand
 
Brands & Brand Management
Brands & Brand ManagementBrands & Brand Management
Brands & Brand Management
 
Brand management ppt
Brand management ppt Brand management ppt
Brand management ppt
 
Public relations introduction
Public relations introductionPublic relations introduction
Public relations introduction
 
Marketing Execution workshop
Marketing Execution workshopMarketing Execution workshop
Marketing Execution workshop
 
Creating a beloved brand
Creating a beloved brandCreating a beloved brand
Creating a beloved brand
 
Public Relations
Public RelationsPublic Relations
Public Relations
 
Branding ppt
Branding pptBranding ppt
Branding ppt
 
Beloved Brands: Who are we?
Beloved Brands: Who are we?Beloved Brands: Who are we?
Beloved Brands: Who are we?
 
Brand Positioning Workshop
Brand Positioning WorkshopBrand Positioning Workshop
Brand Positioning Workshop
 

Ähnlich wie Content Marketing Strategy: How to Engage & Attract Customers

How to Develop a Content Strategy
How to Develop a Content StrategyHow to Develop a Content Strategy
How to Develop a Content StrategySandra Fathi
 
"Sticky Content" Ragan Content Marketing Summit
"Sticky Content" Ragan Content Marketing Summit"Sticky Content" Ragan Content Marketing Summit
"Sticky Content" Ragan Content Marketing SummitSandra Fathi
 
The Content Pinch Point in B2B Marketing
The Content Pinch Point in B2B MarketingThe Content Pinch Point in B2B Marketing
The Content Pinch Point in B2B MarketingOctopus Group
 
Trade Secrets Your Agency Isn't Sharing
Trade Secrets Your Agency Isn't SharingTrade Secrets Your Agency Isn't Sharing
Trade Secrets Your Agency Isn't SharingSandra Fathi
 
PRSA_BusinessTransformation_November2015_Updated_NS (1)
PRSA_BusinessTransformation_November2015_Updated_NS (1)PRSA_BusinessTransformation_November2015_Updated_NS (1)
PRSA_BusinessTransformation_November2015_Updated_NS (1)Grow Socially, Inc.
 
Management Consulting - Personal Growth & Leadership
Management Consulting - Personal Growth & LeadershipManagement Consulting - Personal Growth & Leadership
Management Consulting - Personal Growth & LeadershipHocein
 
Personal leadership - Lean startup, funding, business plan, new job
Personal leadership - Lean startup, funding, business plan, new jobPersonal leadership - Lean startup, funding, business plan, new job
Personal leadership - Lean startup, funding, business plan, new jobHocein
 
Mods introto marketing
Mods introto marketingMods introto marketing
Mods introto marketingYuskal Kadin
 
21st Century marketing for startups (...and grown-up cos too)
21st Century marketing for startups (...and grown-up cos too)21st Century marketing for startups (...and grown-up cos too)
21st Century marketing for startups (...and grown-up cos too)Lora Kratchounova
 
Data-Ed: Data-centric Strategy & Roadmap
Data-Ed: Data-centric Strategy & RoadmapData-Ed: Data-centric Strategy & Roadmap
Data-Ed: Data-centric Strategy & RoadmapData Blueprint
 
Data-Ed Online: Data-Centric Strategy & Roadmap
Data-Ed Online: Data-Centric Strategy & RoadmapData-Ed Online: Data-Centric Strategy & Roadmap
Data-Ed Online: Data-Centric Strategy & RoadmapDATAVERSITY
 
How to create content that fuels your sales funnel (pdf)
How to create content that fuels your sales funnel (pdf)How to create content that fuels your sales funnel (pdf)
How to create content that fuels your sales funnel (pdf)Stickyeyes
 
How To Run a Social Media Listening Program
How To Run a Social Media Listening ProgramHow To Run a Social Media Listening Program
How To Run a Social Media Listening ProgramErling Amundson
 
5 ways innovative brands leverage social data insights (1)
5 ways innovative brands leverage social data insights (1)5 ways innovative brands leverage social data insights (1)
5 ways innovative brands leverage social data insights (1)Cision
 
Shopper marketing insights for retailers webinar
Shopper marketing insights for retailers webinarShopper marketing insights for retailers webinar
Shopper marketing insights for retailers webinarJanet Jaiswal
 
How to Develop a Deep Understanding of Your Target Markets: The Starting Poi...
How to Develop a Deep Understanding of Your Target Markets: The Starting Poi...How to Develop a Deep Understanding of Your Target Markets: The Starting Poi...
How to Develop a Deep Understanding of Your Target Markets: The Starting Poi...CompellingPM
 
Your Global Sales Playbook: How to Take on International Expansion
Your Global Sales Playbook: How to Take on International ExpansionYour Global Sales Playbook: How to Take on International Expansion
Your Global Sales Playbook: How to Take on International ExpansionSales Hacker
 
HOFOR - Activating social in the public sector
HOFOR - Activating social in the public sectorHOFOR - Activating social in the public sector
HOFOR - Activating social in the public sectorKomfo
 
Un-Silo your Social- Salesforce FastForward LA event
Un-Silo your Social- Salesforce FastForward LA event Un-Silo your Social- Salesforce FastForward LA event
Un-Silo your Social- Salesforce FastForward LA event Magnet 360
 

Ähnlich wie Content Marketing Strategy: How to Engage & Attract Customers (20)

How to Develop a Content Strategy
How to Develop a Content StrategyHow to Develop a Content Strategy
How to Develop a Content Strategy
 
"Sticky Content" Ragan Content Marketing Summit
"Sticky Content" Ragan Content Marketing Summit"Sticky Content" Ragan Content Marketing Summit
"Sticky Content" Ragan Content Marketing Summit
 
The Content Pinch Point in B2B Marketing
The Content Pinch Point in B2B MarketingThe Content Pinch Point in B2B Marketing
The Content Pinch Point in B2B Marketing
 
Trade Secrets Your Agency Isn't Sharing
Trade Secrets Your Agency Isn't SharingTrade Secrets Your Agency Isn't Sharing
Trade Secrets Your Agency Isn't Sharing
 
PRSA_BusinessTransformation_November2015_Updated_NS (1)
PRSA_BusinessTransformation_November2015_Updated_NS (1)PRSA_BusinessTransformation_November2015_Updated_NS (1)
PRSA_BusinessTransformation_November2015_Updated_NS (1)
 
Management Consulting - Personal Growth & Leadership
Management Consulting - Personal Growth & LeadershipManagement Consulting - Personal Growth & Leadership
Management Consulting - Personal Growth & Leadership
 
Personal leadership - Lean startup, funding, business plan, new job
Personal leadership - Lean startup, funding, business plan, new jobPersonal leadership - Lean startup, funding, business plan, new job
Personal leadership - Lean startup, funding, business plan, new job
 
Mods introto marketing
Mods introto marketingMods introto marketing
Mods introto marketing
 
21st Century marketing for startups (...and grown-up cos too)
21st Century marketing for startups (...and grown-up cos too)21st Century marketing for startups (...and grown-up cos too)
21st Century marketing for startups (...and grown-up cos too)
 
Data-Ed: Data-centric Strategy & Roadmap
Data-Ed: Data-centric Strategy & RoadmapData-Ed: Data-centric Strategy & Roadmap
Data-Ed: Data-centric Strategy & Roadmap
 
Data-Ed Online: Data-Centric Strategy & Roadmap
Data-Ed Online: Data-Centric Strategy & RoadmapData-Ed Online: Data-Centric Strategy & Roadmap
Data-Ed Online: Data-Centric Strategy & Roadmap
 
How to create content that fuels your sales funnel (pdf)
How to create content that fuels your sales funnel (pdf)How to create content that fuels your sales funnel (pdf)
How to create content that fuels your sales funnel (pdf)
 
How To Run a Social Media Listening Program
How To Run a Social Media Listening ProgramHow To Run a Social Media Listening Program
How To Run a Social Media Listening Program
 
5 ways innovative brands leverage social data insights (1)
5 ways innovative brands leverage social data insights (1)5 ways innovative brands leverage social data insights (1)
5 ways innovative brands leverage social data insights (1)
 
Shopper marketing insights for retailers webinar
Shopper marketing insights for retailers webinarShopper marketing insights for retailers webinar
Shopper marketing insights for retailers webinar
 
Develop your competitive intelligence skills
Develop your competitive intelligence skillsDevelop your competitive intelligence skills
Develop your competitive intelligence skills
 
How to Develop a Deep Understanding of Your Target Markets: The Starting Poi...
How to Develop a Deep Understanding of Your Target Markets: The Starting Poi...How to Develop a Deep Understanding of Your Target Markets: The Starting Poi...
How to Develop a Deep Understanding of Your Target Markets: The Starting Poi...
 
Your Global Sales Playbook: How to Take on International Expansion
Your Global Sales Playbook: How to Take on International ExpansionYour Global Sales Playbook: How to Take on International Expansion
Your Global Sales Playbook: How to Take on International Expansion
 
HOFOR - Activating social in the public sector
HOFOR - Activating social in the public sectorHOFOR - Activating social in the public sector
HOFOR - Activating social in the public sector
 
Un-Silo your Social- Salesforce FastForward LA event
Un-Silo your Social- Salesforce FastForward LA event Un-Silo your Social- Salesforce FastForward LA event
Un-Silo your Social- Salesforce FastForward LA event
 

Mehr von Sandra Fathi

News Making Machine - How Story Hijacking & Trend Intervention Can Transform ...
News Making Machine - How Story Hijacking & Trend Intervention Can Transform ...News Making Machine - How Story Hijacking & Trend Intervention Can Transform ...
News Making Machine - How Story Hijacking & Trend Intervention Can Transform ...Sandra Fathi
 
Cyber Crime: Preparing Your Organization for the New Normal
Cyber Crime: Preparing Your Organization for the New NormalCyber Crime: Preparing Your Organization for the New Normal
Cyber Crime: Preparing Your Organization for the New NormalSandra Fathi
 
Women's Leadership Conference: Changing Perceptions to Change Reality
Women's Leadership Conference: Changing Perceptions to Change RealityWomen's Leadership Conference: Changing Perceptions to Change Reality
Women's Leadership Conference: Changing Perceptions to Change RealitySandra Fathi
 
Managing a Hack: Orchestrating Incident Response to Preserve Brand Reputation
Managing a Hack: Orchestrating Incident Response to Preserve Brand ReputationManaging a Hack: Orchestrating Incident Response to Preserve Brand Reputation
Managing a Hack: Orchestrating Incident Response to Preserve Brand ReputationSandra Fathi
 
PR in the Era of Fake News
PR in the Era of Fake NewsPR in the Era of Fake News
PR in the Era of Fake NewsSandra Fathi
 
FPRA Capital Chapter: Managing a Hack
FPRA Capital Chapter: Managing a HackFPRA Capital Chapter: Managing a Hack
FPRA Capital Chapter: Managing a HackSandra Fathi
 
Social Shakeup Atlanta: When the Sh*t Hits the Fan - Managing Crises on Socia...
Social Shakeup Atlanta: When the Sh*t Hits the Fan - Managing Crises on Socia...Social Shakeup Atlanta: When the Sh*t Hits the Fan - Managing Crises on Socia...
Social Shakeup Atlanta: When the Sh*t Hits the Fan - Managing Crises on Socia...Sandra Fathi
 
Cyber Security 101: What Your Agency Needs to Know
Cyber Security 101: What Your Agency Needs to KnowCyber Security 101: What Your Agency Needs to Know
Cyber Security 101: What Your Agency Needs to KnowSandra Fathi
 
Managing a Hack: A Communicator's Guide to a Data Breach
Managing a Hack: A Communicator's Guide to a Data BreachManaging a Hack: A Communicator's Guide to a Data Breach
Managing a Hack: A Communicator's Guide to a Data BreachSandra Fathi
 
Flash Fires: Crisis Communications in the Age of NOW
Flash Fires: Crisis Communications in the Age of NOWFlash Fires: Crisis Communications in the Age of NOW
Flash Fires: Crisis Communications in the Age of NOWSandra Fathi
 
Break From the Pack with Data Visualization & Infographics
Break From the Pack with Data Visualization & InfographicsBreak From the Pack with Data Visualization & Infographics
Break From the Pack with Data Visualization & InfographicsSandra Fathi
 
Fear Factor Metrics: PR Metrics Communicators Fear Most
Fear Factor Metrics: PR Metrics Communicators Fear MostFear Factor Metrics: PR Metrics Communicators Fear Most
Fear Factor Metrics: PR Metrics Communicators Fear MostSandra Fathi
 
Bloggers Speak Out: New paid and pitching techniques to score more placement
Bloggers Speak Out: New paid and pitching techniques to score more placement Bloggers Speak Out: New paid and pitching techniques to score more placement
Bloggers Speak Out: New paid and pitching techniques to score more placement Sandra Fathi
 
Data-Driven PR Measurement (eMetrics Chicago)
Data-Driven PR Measurement (eMetrics Chicago)Data-Driven PR Measurement (eMetrics Chicago)
Data-Driven PR Measurement (eMetrics Chicago)Sandra Fathi
 
Data-Driven PR Metrics: Share of Voice, Competitive Benchmarking, Correlations
Data-Driven PR Metrics: Share of Voice, Competitive Benchmarking, CorrelationsData-Driven PR Metrics: Share of Voice, Competitive Benchmarking, Correlations
Data-Driven PR Metrics: Share of Voice, Competitive Benchmarking, CorrelationsSandra Fathi
 
Payback: The ROI of SM & PR Measurement
Payback: The ROI of SM & PR MeasurementPayback: The ROI of SM & PR Measurement
Payback: The ROI of SM & PR MeasurementSandra Fathi
 
Before Disaster Strikes: Creating an Effective Crisis Communications Plan
Before Disaster Strikes: Creating an Effective Crisis Communications PlanBefore Disaster Strikes: Creating an Effective Crisis Communications Plan
Before Disaster Strikes: Creating an Effective Crisis Communications PlanSandra Fathi
 
Before Disaster Strikes: Creating an Effective Crisis Communications Plan
Before Disaster Strikes: Creating an Effective Crisis Communications PlanBefore Disaster Strikes: Creating an Effective Crisis Communications Plan
Before Disaster Strikes: Creating an Effective Crisis Communications PlanSandra Fathi
 
PR Measurement Clinic: Assessing the Success of a Communications Strategy
PR Measurement Clinic: Assessing the Success of a Communications StrategyPR Measurement Clinic: Assessing the Success of a Communications Strategy
PR Measurement Clinic: Assessing the Success of a Communications StrategySandra Fathi
 
Recovering from a Social Media Mistake (SMX)
Recovering from a Social Media Mistake (SMX)Recovering from a Social Media Mistake (SMX)
Recovering from a Social Media Mistake (SMX)Sandra Fathi
 

Mehr von Sandra Fathi (20)

News Making Machine - How Story Hijacking & Trend Intervention Can Transform ...
News Making Machine - How Story Hijacking & Trend Intervention Can Transform ...News Making Machine - How Story Hijacking & Trend Intervention Can Transform ...
News Making Machine - How Story Hijacking & Trend Intervention Can Transform ...
 
Cyber Crime: Preparing Your Organization for the New Normal
Cyber Crime: Preparing Your Organization for the New NormalCyber Crime: Preparing Your Organization for the New Normal
Cyber Crime: Preparing Your Organization for the New Normal
 
Women's Leadership Conference: Changing Perceptions to Change Reality
Women's Leadership Conference: Changing Perceptions to Change RealityWomen's Leadership Conference: Changing Perceptions to Change Reality
Women's Leadership Conference: Changing Perceptions to Change Reality
 
Managing a Hack: Orchestrating Incident Response to Preserve Brand Reputation
Managing a Hack: Orchestrating Incident Response to Preserve Brand ReputationManaging a Hack: Orchestrating Incident Response to Preserve Brand Reputation
Managing a Hack: Orchestrating Incident Response to Preserve Brand Reputation
 
PR in the Era of Fake News
PR in the Era of Fake NewsPR in the Era of Fake News
PR in the Era of Fake News
 
FPRA Capital Chapter: Managing a Hack
FPRA Capital Chapter: Managing a HackFPRA Capital Chapter: Managing a Hack
FPRA Capital Chapter: Managing a Hack
 
Social Shakeup Atlanta: When the Sh*t Hits the Fan - Managing Crises on Socia...
Social Shakeup Atlanta: When the Sh*t Hits the Fan - Managing Crises on Socia...Social Shakeup Atlanta: When the Sh*t Hits the Fan - Managing Crises on Socia...
Social Shakeup Atlanta: When the Sh*t Hits the Fan - Managing Crises on Socia...
 
Cyber Security 101: What Your Agency Needs to Know
Cyber Security 101: What Your Agency Needs to KnowCyber Security 101: What Your Agency Needs to Know
Cyber Security 101: What Your Agency Needs to Know
 
Managing a Hack: A Communicator's Guide to a Data Breach
Managing a Hack: A Communicator's Guide to a Data BreachManaging a Hack: A Communicator's Guide to a Data Breach
Managing a Hack: A Communicator's Guide to a Data Breach
 
Flash Fires: Crisis Communications in the Age of NOW
Flash Fires: Crisis Communications in the Age of NOWFlash Fires: Crisis Communications in the Age of NOW
Flash Fires: Crisis Communications in the Age of NOW
 
Break From the Pack with Data Visualization & Infographics
Break From the Pack with Data Visualization & InfographicsBreak From the Pack with Data Visualization & Infographics
Break From the Pack with Data Visualization & Infographics
 
Fear Factor Metrics: PR Metrics Communicators Fear Most
Fear Factor Metrics: PR Metrics Communicators Fear MostFear Factor Metrics: PR Metrics Communicators Fear Most
Fear Factor Metrics: PR Metrics Communicators Fear Most
 
Bloggers Speak Out: New paid and pitching techniques to score more placement
Bloggers Speak Out: New paid and pitching techniques to score more placement Bloggers Speak Out: New paid and pitching techniques to score more placement
Bloggers Speak Out: New paid and pitching techniques to score more placement
 
Data-Driven PR Measurement (eMetrics Chicago)
Data-Driven PR Measurement (eMetrics Chicago)Data-Driven PR Measurement (eMetrics Chicago)
Data-Driven PR Measurement (eMetrics Chicago)
 
Data-Driven PR Metrics: Share of Voice, Competitive Benchmarking, Correlations
Data-Driven PR Metrics: Share of Voice, Competitive Benchmarking, CorrelationsData-Driven PR Metrics: Share of Voice, Competitive Benchmarking, Correlations
Data-Driven PR Metrics: Share of Voice, Competitive Benchmarking, Correlations
 
Payback: The ROI of SM & PR Measurement
Payback: The ROI of SM & PR MeasurementPayback: The ROI of SM & PR Measurement
Payback: The ROI of SM & PR Measurement
 
Before Disaster Strikes: Creating an Effective Crisis Communications Plan
Before Disaster Strikes: Creating an Effective Crisis Communications PlanBefore Disaster Strikes: Creating an Effective Crisis Communications Plan
Before Disaster Strikes: Creating an Effective Crisis Communications Plan
 
Before Disaster Strikes: Creating an Effective Crisis Communications Plan
Before Disaster Strikes: Creating an Effective Crisis Communications PlanBefore Disaster Strikes: Creating an Effective Crisis Communications Plan
Before Disaster Strikes: Creating an Effective Crisis Communications Plan
 
PR Measurement Clinic: Assessing the Success of a Communications Strategy
PR Measurement Clinic: Assessing the Success of a Communications StrategyPR Measurement Clinic: Assessing the Success of a Communications Strategy
PR Measurement Clinic: Assessing the Success of a Communications Strategy
 
Recovering from a Social Media Mistake (SMX)
Recovering from a Social Media Mistake (SMX)Recovering from a Social Media Mistake (SMX)
Recovering from a Social Media Mistake (SMX)
 

Kürzlich hochgeladen

👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...rajveerescorts2022
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...Aggregage
 
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service AvailableCall Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service AvailableSeo
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...amitlee9823
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noidadlhescort
 
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRLBAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRLkapoorjyoti4444
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756dollysharma2066
 
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 MonthsSEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 MonthsIndeedSEO
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...lizamodels9
 
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangaloreamitlee9823
 
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876dlhescort
 
Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1kcpayne
 
Phases of Negotiation .pptx
Phases of Negotiation .pptx Phases of Negotiation .pptx
Phases of Negotiation .pptxnandhinijagan9867
 
Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsValue Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsP&CO
 
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort ServiceEluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort ServiceDamini Dixit
 
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesDipal Arora
 
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort ServiceMalegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort ServiceDamini Dixit
 

Kürzlich hochgeladen (20)

👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
 
Falcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in indiaFalcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in india
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
 
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service AvailableCall Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
 
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRLBAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
 
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 MonthsSEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
 
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabiunwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
 
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
 
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
 
Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1
 
Phases of Negotiation .pptx
Phases of Negotiation .pptx Phases of Negotiation .pptx
Phases of Negotiation .pptx
 
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
 
Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsValue Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and pains
 
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort ServiceEluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
 
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
 
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort ServiceMalegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
 

Content Marketing Strategy: How to Engage & Attract Customers

  • 1. Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World November 5, 2014 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect Presented to Absolute Software © Affect Strategies | May 29, 2009
  • 2. Sandra Fathi • President, Affect • PRSA Tri-­‐State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology Sec>on
  • 3. Affect Technology Healthcare Professional Services
  • 4. Agenda All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content Lures • Generating Actions with Your Content 4
  • 6. -­‐-­‐-­‐ Personal Professional Research What Customers Want • Who is your target audience? • Where do they congregate? • What do they talk about? • What prompts a share, like or other action? Example: 6 Addicts Parents Psychologists Therapists Addic>on Specialists Educators -­‐-­‐-­‐ Facebook TwiIer Addic>on Forums Blogs Helping Others Resources Educa>ng the Community
  • 7. Topic Mapping 7 Sample Areas of Credibility • Company • Products/Services • Employees • Customers • Market • Research – Source It – Aggregate It – Own It – Create It What Your Brand Can & Should Be Talking About What Your Brand Should NOT Be Talking About • Irrelevant Content • Legal PiUalls • Areas with Lack of Authority or Credibility
  • 8. Topic Mapping 8 Example: Focus Sample Topics Company Product Updates/Introduc>ons Customer Case Studies Management/Execu>ve Changes Market Industry News Regulatory Environment Global Trade News Ocean Pirates Green/Sustainability Natural Disasters (Impact on Global Trade) Data Proprietary Data & Analysis: World Shipping Routes/Manufacturing/Industry Stats
  • 9. Topic Mapping 9 Example: Focus Sample Topics Subjects Company Treatment Programs Clinical Professionals Execu>ve Management Addic>on Alcohol Drugs Paren>ng Rela>onships Co-­‐exis>ng/Process Addic>ons NOT Marijuana Diagnoses Private Persons Market Industry Research Regulatory Environment Legal Issues* News High Profile Addic>on Data Proprietary Research
  • 10. Content Sources Gathering Your Resources • Internal – You – Employees – Customers – Systems/Data • External – 3rd Party Contracted/Partnership – Public Domain – News Media 10
  • 11. Riding The News Wave Story Hijacking • Breaking News Now • Immediate Opportunity to Comment • Next Day: “What Does This Mean to Me” Analysis • Next Week: “What Does This Mean to the Industry” Analysis • Next Month/Year: Lessons Learned, Prevention, Education Trend Intervention • Long-term Trending News Topic • Seasonally Recurring News Topic • Media & Audience Demand Ongoing • Regular Columns/Features/Publications in Planning 11
  • 12. Story Hijacking & Trend Intervention 12
  • 13. Story Hijacking & Trend Intervention Break the News 13
  • 14. Content Lures Keeping Audiences Coming Back for More: Creating Recurring Value • Educational/Tips Series • Regular Features • Weekly/Monthly Spotlights • Quarterly/Biannual/Annual Reports Source: TechAffect.com 14
  • 18. Generating Actions • Research what resonates • Establishment • Anti-Establishment • Make it easy to take action – Provide Flexible Formats – Bite/Right-Sized Information – Eliminate Restrictions • Make the Sharer the Hero • Ask • Reciprocate 18
  • 19. Distribution & Format Content in All It’s Glory 19
  • 21. Content Calendar • Map out the Year – Company/Product News – Major Events – Seasons – Holidays – Themes – Buying Cycles – Reports – Elections – Etc. 21
  • 22. Content Calendar 22 Q1 Q2 Q3 Q4 Tax Summer Back to Season Travel School Holiday Tip Series Tip Series Tip Series Tip Series Research Survey Research Survey Report Report Video Series Graph Series Video Series Graph Series
  • 24. Recap All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content Lures • Generating Actions with Your Content 24
  • 25. Content Marketing Strategy: How to Successfully Engage & Retain Customers Customer Engagement World November 5, 2014 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect Presented to Absolute Software © Affect Strategies | May 29, 2009