The document provides an overview of NetPress's content marketing approach and process. It discusses key aspects of content marketing including content generation, public relations, social media, lead generation, and marketing automation. It also touches on search engine optimization and marketing, and design services. The overall approach focuses on creating and distributing valuable content across multiple channels to engage customers, generate leads, and increase sales.

1. NetPress
Content
Marke.ng
The
MoreSuccessMarke.ng
22.06.12
©
NetPress
GmbH
&
Co.
KG
1

2. Welcome
• On
the
following
slides,
we’d
like
to
present
our
content
marke+ng
approach
• Content
marke.ng
is
simply:
Ad-­‐
free,
solu.ons-­‐oriented
provisioning
and
distribu.ng
of
informa.on
for
marke.ng
purposes
• In
short:
Be
your
own
publisher
and
win
or
retain
customers
with
your
knowledgeable
content
• Let’s
begin
with
a
more
detailed
explana.on
of
content
marke.ng
and
its
advantages
Let‘s
get
started…!
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3. NetPress
Content
Marke.ng
Process
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NetPress
GmbH
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4. What
is
Content
Marke.ng?
Content
Marke.ng
basically
consists
of
several
areas:
Content
• Content
Genera.on:
Crea.ng
Genera.on
content
• Public
Rela.ons:
Press
and
Public
Rela.ons
Marke.ng
Public
• Social
Media:
Using
Social
Media
Rela.on
Automa.on
• Lead
Genera.on:
Generate
direct
sales
opportuni.es
Content
• Marke.ng
Automa.on:
SoYware
Marke.ng
based
support
especially
for
Lead
Genera.on
Lead
Social
Genera.on
Media
Fasten
your
seatbelts...
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5. Content
Marke.ng
creates...
• Presence
&
awareness
on
the
internet
and
in
other
media
• Communicated
exper.se
in
mission-­‐
related
segments
• Influencer
rela.onship
• Providing
content
and
news
• Dialogue
(!)
• Increased
number
of
leads
• Be_er
qualified
leads
• FINAL
RESULT:
Increase
in
sales
We‘re
going
to
have
a
spot
landing!
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6. Content
Genera.on
• Customers
should
be
incited
to
purchase
by
informa+ve
content
• Ergo:
Content
must
be
valuable,
sustainable
and
of
high
quality
• Content
can
be:
– Ar.cles
for
publica.ons
– Case
Studies
&
White
Papers
– Comments
in
Social
Media
Portals
– Videos,
webcasts
and
podcasts
– Mobile
Content
Create!
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7. Content
Container
Container
• Website
(primary
source)
• Social
Networks
(B2B/B2C)
• Informa.on
portals
• Blogs,
forums,
wikis
Objects
• Online
and
print
newsle_ers
• Webcast,
webinars,
demos,
videos
• White
papers,
case
studies
• Ar.cles,
posts,
press
releases
• Presenta.ons
• Events
Just
publish!
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8. Public
Rela.ons
• Tradi.onal
PR
– Press
releases
– Newsle_er
– Ar.cles
– Case
Studies
• Media
Rela.ons
– Contacts
with
journalists
– Press
tours
– Interviews
– Trade
shows
• Storylines
• Customized
distribu.on
lists
• Use
of
high-­‐quality
news
services
• Comprehensive
evalua.on
&
monitoring
Research,
develop,
tell!
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9. Social
Media
• Distribu.on
of
the
content
via
social
media
channels
• Social
media
channels
are
monitored
–
customer
team
or
NetPress
respond
to
comments
in
a
focused,
transparent
and
informa.ve
way
• A
small
choice
of
poten.al
channels:
Twi_er,
blogs,
Flickr,
social
communi.es,
XING,
LinkedIn
Listen
and
talk
to
your
clients.
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10. Lead
Genera.on
• The
content
is
a
means
to
a
goal:
the
company
gets
the
contact
details,
the
rights
and
the
interests
of
customers
and
prospects
-­‐
the
lead
is
created
• Via
enrichment
(lead
nurturing),
companies
can
enhance
these
customer
rela.onships
through
addi.onal
content
(e.g.:
white
paper
with
registra.on)
• Lead
Genera.on
Campaigns
with
sophis.cates
Methods
based
on
Adwords,
Landingpages
and
Keywords
• With
lead
management
the
targeted
leads
are
processed,
qualified
and
forwarded
Use
the
interest
in
your
knowledge.
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11. Marke.ng
Automa.on
• Targeted
and
automated
processing
of
leads
• Enrichment
of
leads
through
requalifica.on
and
involvement
in
campaigns
• Monitoring,
enrichment
and
evalua.ng
is
complex
• NetPress
operates
soYware
solu.ons
that
automate
the
processes
Get
the
most
out
of
it.
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12. SEO
/
SEM
• Specialized
account
teams
• Business
strategy
• Diagnos.c
tools
• Targeted
implementa.ons
• Robust
execu.on
capabili.es
• Aggressive
op.miza.on
• Account
micro-­‐management
• Keyword-­‐level
bid
management
• Deep
data
integra.on
• Keyword
op.miza.on
• Crea.ve
op.miza.on
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13. Design
Services
• Iden.ty
&
branding
design
• Business
design
– Company
brochures
– Business
documenta.on
– Professional
presenta.ons
• Power
point
• Documents
– Datasheets
• Website
design
– Webpages
– Landing
pages
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14. Video
Services
• Corporate
Videos
– Company
presenta.on
– Launch
events
• Product
Videos
– Explaining
products
– Demonstra.ng
services
– Presen.ng
complex
solu.ons
• Event
Videos
– Trade
fair
appearance
– Key
note
recordings
– Speech
shots
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15. Approach
• Analysis
of
current
situa.on
– Marke.ng
strategy
– Performance
and
awareness
– Exis.ng
content
• Target
Defini.on
– Awareness
genera.on
– Brand
building
– Lead
genera.on
• Content
Marke.ng
Strategy
– Project
plan,
ac.vi.es,
resource
planning
– Milestones,
quality
gates
• Implementa.on
• Monitoring,
repor.ng
and
evalua.on
LiD
off!
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16. Cost
Model
• Modular
approach
• Flexible
packages
• Long-­‐term
partnership
• Complete
or
project
team
• Quality
Gates
QG
®
(measuring
points)
and
Quality
Keys
®
QK
(measure)
ensure
success
• Retainer
and
project
basis
• Full
transparency
and
control
• Comprehensive
reports
– In
the
print
environment
– In
the
online
environment
– The
website
environment
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17. REFERENCES
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18. CeBIT
/
Compendium
• Interviews
at
CeBIT
– Eight
journalists
in
two
days
– Channel
and
on-­‐line
publica.ons,
trade
magazines
and
press
media
– More
than
40
clippings
in
the
media
– Strengthening
the
Media
Rela.ons
• SME
Studio
TV
show
– 15
minutes
live
show
at
CeBIT
Kom
März pend
– Pos.ng
on
YouTube
and
other
channels
201
2 |
ium
www
.wys
e.de
– About
400
par.cipants
have
seen
post
– Further
use
for
other
ac.vi.es
• Wyse
CeBIT
Compendium
Clou
Com d Clien
– Compendium
with
48
pages
puti t
– Four
manufacturers
and
three
partners
ng.
– Distributed
over
500
compendia
on
CeBIT
– Sales
medium
for
Wyse
/
their
partners
• One
Minute
Pitch
– Short
presenta.on
of
Wyse
– Publica.on
in
more
than
20
online
publica.ons
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19. Expansion
in
Europe
Campaign
support
• Sponsorship
of
tennis
stars
– Sabine
Lisicki,
Florian
Mayer,
Philipp
Kohlschreiber
– Star
video
with
Sabine
Lisicki
• Opening
of
three
stores
– Berlin,
Hamburg,
Graz
– Opening
Ceremony
• Wildcard
-­‐
ready
for
recall
– Youth
Development
– Point
Tennis
Academy
• Tournament
Sponsorship
– regional
event
– Interna.onal
tournaments
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20. Market
entry
since
2011
Building
up
press
office
within
a
month
• Defini.on
of
important
key
messages
• Building
core
distribu.on
and
editorial
calendar
• Produc.on
of
relevant
press
materials
(corporate
backgrounder,
press
kit,
etc.)
• Shipping
first
press
releases
• 180
editorial
appointments
within
six
weeks
Press
Tour
• Six
journalists
in
two
days
• Technical,
business
and
online
publica.ons
• Build
and
strengthen
the
Media
Rela.ons
Interna.onal
expansion
• Iden.fica.on
of
suitable
partners
in
PR,
Frank
Eich,
Italy,
UK
and
Turkey
• Establishment
of
an
interna.onal
messaging
system
and
SharePoint
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21. Investor
communica.on
Strengthening
brand
awareness
• Reputa.on
by
developing
a
con.nuous
increase
in
background
noise
• Locally,
regionally,
na.onally
From
reputa.on
management
to
effec.vely
communicate
product
• Defini.on
of
product
key
messages
• Implementa.on
of
two
press
tours
• CEO
posi.on
Con.nuous
power
plant
communica.on
• Campaign
around
the
Munich
plant
Prater
• Success
stories
to
comple.on
of
PV
and
wind
systems
Use
of
digital
communica.on
• Product
Videos
• Videos
about
the
structure
of
different
power
plants
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22. Customers
&
references
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23. NPAN
(NetPress
Agency
Network)
Moscow
Belgrade
Munich
Kiev
Toronto
Vienna
Zurich
Bukarest
Budapest
Silicon
Valley
Rom
London
Prague
Amsterdam
Warsaw
• Fast
growing
• 2012
• APAC
• Africa
• South
America
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24. The
management
team
Stefan
Karl
Stefan
Wild
Achim
B.C.
Karpf
• Achim
B.C.
Karpf
has
established
the
• Stefan
G.
Karl
works
as
a
marke.ng
• Stephan
Wild
is
the
owner
of
Wild
Media
NetPress
GmbH
&
Co.
KG
2002
and
is
specialist
at
NetPress
Content
Marke.ng.
Consul.ng
and
works
as
business
responsible
A
Content
Marke.ng
He
is
responsible
for
strategic
and
development
specialist
at
NetPress
Specialist
for
the
areas
of
content
opera.onal
account
management
in
the
Content
Marke.ng.
He‘s
a
widely
marke.ng,
social
media
and
lead
areas
of
online
marke.ng,
social
media
recognized
media
expert
and
focuses
on
management,
sales
consul.ng.
Emphasis
and
PR.
He
has
comprehensive
B2B
strategic
consul.ng
and
professional
is
on
providing
strategic
advice
and
knowledge
in
informa.on
technology,
implementa.on
of
PR,
sales
and
marke.ng
prac.cal
implementa.on
of
renewable
energy,
healthcare
and
the
services.
comprehensive
marke.ng
strategies
in
automo.ve
and
avia.on
field.
• Stephan
led
the
renewable
energy
unit
at
B2B
environment
content.
His
business
• Before
joining
NetPress,
Stefan
was
a
Waggener
Edstrom
in
Munich,
focusing
on
exper.se
lies
in
informa.on
technology,
consultant
at
the
interna.onal
PR
agency
strategic
and
opera.onal
management
of
renewable
energy,
healthcare,
retail
and
Waggener
Edstrom
where
he
worked
for
energy
and
high
tech
accounts,
journalis.c
publishing.
clients
like
Hitachi
Data
Systems,
LifeSize
know-­‐how
as
well
as
marke.ng
and
social
• In
recent
years,
he
served
as
a
consultant
Communica.ons,
DLP
(Texas
media
campaign
management.
Stephan
and
interim
manager
for
companies
such
Instruments)
and
Green
City
Energy.
worked
for
clients
like
the
solar
module
as
VMware,
Kaspersky,
Check
Point,
Prior
he
did
PR
at
A&B
ONE
agency
manufacturer
Canadian
Solar
the
solar
Infinigate,
WebDefender,
GETAF
as
where
he
amongst
others
looked
aYer
system
provider
and
and
the
planning
Marke.ng
and
CRM
Manager,
COO
and
„Asklepios
Future
Hospital“
project
of
company
Green
City
Energy
on
an
EMEA
CTO.
In
addi.on,
he
was
responsible
for
the
Asklepios
clinical
group
as
well
as
and
worldwide
basis.
Stephan
and
his
projects
in
the
areas
of
CRM,
CMS,
lead
aYer
the
„Combined
price
for
civil
team
won
the
pres.gious
EMEA
SABRE
genera.on,
online
portals,
e-­‐commerce
engagement“.
Award
2011.
and
content
marke.ng
in
SMEs.
• Stefan
G.
Karl
holds
a
Master
in
Poli.cal
• At
komm.passion,
he
worked
closely
with
• Achim
B.C.
Karpf
graduated
at
the
Vienna
Science
with
minors
in
Sociology
and
the
strategic
consultancy
Bain
&
Company,
University
of
Electrical
Engineering
and
Business
administra.on
that
he
acquired
the
insolvency
administrator
PLUTA
and
Computer
Science.
He
then
went
at
LMU
Munich.
He
is
a
member
of
the
the
engine
builder
Palfinger
AG.
On
this
through
all
the
relevant
sta.ons
in
the
supervisory
board
of
MicroNova
AG.
posi.on
he
was
able
to
broaden
his
corporate
environment,
and
finally
experiences
in
corporate
and
financial
focused
on
marke.ng
and
sales.
communica.ons.
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25. Kontakt
Achim
B.
C.
Karpf
NetPress
GmbH
&
Co.
KG
achim.karpf@netpress.de
Flurstraße
9
+49
171
71
81
391
D-­‐85614
Kirchseeon
/
München
Skype:
akarpf
XING:
achimbc_karpf
Joseph-­‐Dollinger-­‐Bogen
14
80807
München
Stefan
G.
Karl
stefan.karl@netpress.de
Tel.:
+49
(8091)
51
95
91
+49
178
50
15
587
Fax:
+49
(8091)
51
95
92
Skype:
gurustefan
Twi_er:
netpress_team
XING:
Stefan_Karl2
Facebook:
NetPressContentMarke.ng
Stephan
L.
Wild
stephan.wild@netpress.de
+49
151
27
55
64
65
i&@
Skype:
stephanwild
XING:
StephanL_Wild
Copyright
2012
by
Consul.ng
Projects
&
NetPress
–
NICHT
ZUR
VERÖFFENTLICHUNG
FREIGEGEBEN
Bildquelle:
Pixelio.de
22.06.12
©
NetPress
GmbH
&
Co.
KG
25

26. MANY
THANKS!
22.06.12
©
NetPress
GmbH
&
Co.
KG
26