Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

Content marketing

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Wird geladen in …3
×

Hier ansehen

1 von 11 Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Andere mochten auch (20)

Anzeige

Ähnlich wie Content marketing (20)

Aktuellste (20)

Anzeige

Content marketing

  1. 1. Content Marketing 1
  2. 2. What is? Back to the basics. Every company has content, lots of it, and this content is often under used, under leveraged as the sales pitch to the customer base. Preparing and amplifying this content to a broad audience, is “Content Marketing”. Customer testimonials, core values and mission statements, product reviews and interviews or even the sales material that was once prepared by the marketing department, this is the marketing manager’s playground and should be vastly explored, tested. Also, great products often drive good PR, and while product reviews and interviews are powerful, they unfortunately don’t last much. 2
  3. 3. 1. Look for great content on unexpected departments within the company, but also on news clipping and sales department for customer testimonials. 3
  4. 4. Targeting In the same way as marketing managers and agencies where busy defining advertising campaigns, audience targets and creative messages, the content marketing managers also have to understand their audience in social media sites and define which of the available content is more suitable to this audience base on the company objectives. The media available for content amplification is quite different from the media available for traditional (even digital) advertising. Beyond the well-known social networks and search optimized blogs, there are innovative tools like Outbrain.com that enables distribution of content on a large selection of first class publishers that should be considered as well. 4
  5. 5. 2. Understand the media available and select the content based on the audience segment you will reach. Also consider the company objectives. 5
  6. 6. Audience Now that you selected the content and the media, you have to look into what to do with this audience in one of your digital properties. While the short term objective in most cases is to drive conversions (click to sales funnel or to a promotional site), the broad reach of content marketing will drive lots of prospect customers that are not yet ready to make a decision. 6
  7. 7. 3. Consider acquiring leads and drive them into a lead grooming strategy to maximize the results of your content marketing campaign. 7
  8. 8. Leads Lead forms are a complex science, and while I won’t detail lead form strategies, keep it simple, validate only the fundamental information and add a “qualificator” to help you understand how to drive these leads to a sales funnel. Use the “thank you page” to measure lead engagement by asking “Would you like to buy now? Click here.”, or maybe something more subtle, you got the idea, right? The concept of lead grooming is also simple, but often not used. Create a relationship with your audience to help them make an educated (not impulsive) decision. That’s where you have to leverage on all the company content to build trust (on your brand), lust (on your product or service) and must. 8
  9. 9. 4. Create a relationship with your audience, drive trust, lust and must. Use marketing automation tools to make this work better instead of mass solutions. Remember that each of your prospects is in a different stage of the decision making process. 9
  10. 10. Sales Since most companies will measure the results of any campaign based on ROI, don’t forget to apply the traditional techniques to increase the conversion to sales. Always keep some real estate in your digital properties to promote your product with a “limited time special offer”. Also keep in mind that you usually have less than 6 touch points with your prospect before you lose him, every rule has its exceptions, but don’t try to keep them engaged forever. Do your job, provide a great experience with the brand… if the prospect doesn’t buy, remember that he might in the future and don’t blow the chances. 10
  11. 11. Thank you. (SORRY ABOUT THE TEXT ONLY, THIS WAS AN ARTICLE, NOT A PRESENTATION). 11

×