The deck from a Crash Course in strategic Content Marketing held at Hyper Island 6 February 2014. It covers the basics in the strategic Content Marketing practices of Matter (http://matter.se) and one of our primary tools for target audience analysis. Our Reader Analysis tool.

1. HEJ HYPER PEOPLE!

2. CRASH COURSE #1
THE BASICS IN STRATEGIC CONTENT MARKETING
& UNDERSTANDING YOUR READER

3. Create value
All. The (f**king). Time.

4. @MatterHQ
Mathias Eriksson
Journalist
hello@matter.se
@DetNya
Ad agency
matter.se

5. 2007

6. THE DOUBLE FRUSTATIONS OF
DIGITAL COMMUNICATION

7. NO CONTINUES THINKING

8. NO CONTINUES THINKING
NO READER

9. !
NO READER

10. CAMPAIGNS ONLY
AND (MAYBE) TARGET AUDIENCES

11. 2010

12. MATTER IS FOUNDED

13. MATTER TODAY

15. Creatives,

16. Creatives, Strategists

17. Creatives, Strategists
& Producers

18. Creatives, Strategists
& Producers

20. Client focus?

21. Business challenges + process before project
+ reader perspective

22. Content Strategy + Content Marketing

23. Strategic Content Marketing

25. Valuable Content. Everywhere.

26. STRATEGIC CONTENT MARKETING

27. IS NOTHING NEW

28. 1900

29. FOTO AV TROU. LICENSIERAT UNDER CC-BY-SA 3.0

30. HERE IS THE CRASH COURSE

31. 1

32. WHO DO YOU WORK FOR?

33. YOU WORK FOR THE PEOPLE

34. YOU WORK FOR THE PEOPLE
(FOR THE SAKE OF YOUR CLIENT)

35. CREATE VALUABLE & USEFUL
THINGS FOR THAT PERSON

36. THE READER

37. 2

38. WHY DO YOU DO THIS?

39. AND HOW DOES IT MATTER FOR
YOUR (CLIENT’S) BUSINESS?

40. DEFINE.
SET OBJECTIVES. MEASURE.
FOLLOW UP. CHANGE.

41. 3

42. GET THE
ORGANISATION
ONBOARD

43. YOU NEED AN EDITORIAL ORG

44. MEETING AROUND THE SAME
TABLE REGARDLESS OF
DIVISION OR DEPARTMENT

45. WHERE YOU FOLLOW UP
AND CHANGE THE PLAN

46. 1
2
3
THE READER
OBJECTIVES
ORGANISATION

47. CONTENT STRATEGY
BRAND ASSETS
READER INSIGHTS
POSITION
STORYLINES
OBJECTIVES
CHANNELS

48. CONTENT STRATEGY
BRAND ASSETS
READER INSIGHTS
POSITION

49. WHAT VALUABLE STUFF CAN YOU
PROVIDE YOUR READERS WITH?
WHAT IS YOUR BRAND’S ASSETS?

50. AND WHAT DOES YOUR READERS
REALLY WANT & NEED

51. WHAT IS YOUR POSITION IN
THE MEDIA LANDSCAPE
OF YOUR READERS?

52. LET’S HAVE A
LOOK AT STENA LINE

53. Se filmen på YouTube här!

60. READERS. ASSETS. POSITION.
STORYLINES. OBJECTIVES.
CHANNELS

61. GET PRACTICAL.

62. GET A PLAN. CHANGE IT.

63. WE CALL THIS
CONTENT PROGRAM

64. LET’S GO TO
A LIVE EXAMPLE

65. Källa: Klipp från Youtube

66. Sveriges största energisparexperiment

68. PR, advertising, community building,
content marketing and service marketing

69. All integrated with and editorial org

70. Editorial org
Content types
Publication feed
Community Management

71. Editorial org
Content types
Publication feed
Community Management
CPr
Content Program

72. ustomer ser vcice Agencies Marketing
C
Sales
PR
IT
...

73. Content Types
”Experten”
”Deltagaren”
”Fråga på stan”

74. Publication feed
Week
1
2
3
4
5
Site
Newsletter
Facebook
Twitter
Instagram
Ads & TVC
PR

75. Community Management
Facebook
Instagram
PR
Reklam
Twitter
Nyhetsbrev
Sajt

76. Meet Mats

77. Källa: Klipp från Youtube

78. Integrerad kommunikation
Vecka
Sajt
Nyhetsbrev
Facebook
Reklam
PR
Mats
2
3
5
Instagram
Mats
1
4
Twitter
Mats
Mats
Mats

79. LET’S DO A RECAP.
REMEMBER THREE THINGS

80. 1
2
3
THE READER
OBJECTIVES
ORGANIZATION

81. AND PACK IT UP IN A
CONTENT STRATEGY

82. AND PACK IT UP IN A
CONTENT STRATEGY + GET A
PLAN: CONTENT PROGRAM

83. IF YOU CHOOSE TO ONLY
REMEMBER ONE THING

84. THE READER

85. AND THIS IS WHERE
WE START TODAY

86. HOW ABOUT YOUR READERS?

87. USUALLY WE USE A COMBINATION
OF QUALITATIVE ANALYSIS
AND QUANTITATIVE DATA

88. AND AS A STARTING POINT WE
PERFORM A READER ANALYSIS

89. CALLING ON DIFFERENT PARTS
OF THE ORGANISATION TO
PARTICIPATE IN A WORKSHOP

90. AND WE USE A REMIX OF XPLANES
WONDERFUL EMPATHY MAP

91. THINKING
HEARING
SEEING
DOING

92. TODAY. THIS IS NO MORE.

93. WHY?

94. The average person looks
at their phone 150 times a day
Source: http://www.textually.org/textually/archives/2012/02/030229.htm

95. The average iphone users spend an
average of 1 hour and 15 minutes on
their phones daily, as opposed to
49 minutes for Android users.
Source: http://www.experian.com/blogs/marketing-forward/2013/05/28/
americans-spend-58-minutes-a-day-on-their-smartphones/

96. SOME SWEDISH DATA

97. Source: Svenskarna och Internet 2012

98. Source: Svenskarna och Internet 2012

99. WHEN ARE WE
CONSUMING CONTENT?

100. Source: http://www.lukew.com/ff/entry.asp?1451

101. SO AS OF NOW.
THIS IS DEVELOPED INTO
SOMETHING NEW

102. THAT WE ARE LAUNCHING TODAY

103. AND WE ARE DOING THIS
BECASE THE MEDIA USAGE
IS CHANGING. FAST.

105. TACK!
hello@matter.se
@MatterHQ
matter.se