Strategic Content Marketing - Content can effect much more than a good ranking

Freitag, 25. April 2014 copyright talkabout consulting (alle Rechte vorbehalten) 1
Lecture, University of St Andrews, 25. April 2014
Content can be much more than a good ranking
Strategic Content Marketing

A DEFINITION OF CONTENT MARKETING
A company is doing Content Marketing, if
it offers it‘s clients editorial content such
as texts, videos, audio or pictures in a
way, that they waive to use any kind of
marketing speech.
This can be print magazines, blogs,
explain videos or websites. The goal is to
gain the attention and the trust of their
(potential) clients and to strengthen their
brand.
In the internet Content Marketing is also
used to reach a good ranking due to
central keywords and backlinks.
But Content Marketing isn‘t Content-
Marketing. It can be both, online content
and offline content; and within these
groups there might be huge differences
in the implementation.
QUELLE: IBUSINESS.DE

Currently everybody: „Content Marketing is totally cool, ey!“

But others: „Really? Isn‘t that an old hat, nä?“
4Freitag, 25. April 2014 copyright talkabout consulting (alle Rechte vorbehalten)

And the bosses: „And does it pay ooofff?“

At any rate everybody: „Buzzword Bingooooooo!“

„Hmpff….“
You always have the feeling…
… to see only fragments!

„Hmpff….“

Two Parts
1. „Strategic Content Marketing“?? 2. Case Thomas-Krenn.AG

So – where is the problem?

1. Links
2. Ranking
3. …
4. äh…..
Well, links and ranking are already
super duper, or?
For SEO people the value of Content Marketing is clear

But the problem goes deeper

The current advertising from Mini on Spiegel.de:
Advertising with editorial insertions…

A modern searching image?
Where is the article?!?

And this is what happens:
Adblocker

Aäh, guys, really?!?

… ist THAT what you‘re going for??

The Monkey Business Illusion
People tend to fade things out

The basic problem

The question is:
Do companies communicate egocentric or market-oriented?

How do you want to convince people like this?

One idea of content marketing is…
To give the people what THEY are interested in
Cat Content!White Paper!Infografics!

Okay… hm…

The other idea of content marketing
Align „content“ to the „market“
Bildquelle:Caltechrankmaniac2012

And this is where „marketing“ comes in!

Marketing =
the division, whose task it is, to „market“ the
Products and Services of the company,
… so to offer them for sale in a way, that the
buyers perceive this offer as desirable.

Marketing =
informations and messages
for use
Content
Users

Notice: the magic of content lies in „desirable“

The 4 (or 7) „P“ of traditional marketing….
… can be used for Content Marketing as well

Operational
Content Marketing
• The production and publishing of single pieces of content
like texts, videos, audio, games…
• … with the goal to gain the attention and the trust of
(potential) clients and to strengthen the brand
It follows an important distinction:
Strategic
Content Marketing
• A long term strategy to satisfy the needs and/or
expectations regards to information…
• … to not not only gain attention and the trust but to
build a long term relationship
Operational Content Marketing versus Strategic Content Markteting

It follows an important distinction:
Operational Content Marketing versus Strategic Content Markteting
Marketing with Content
• Content = tactical element
• Generates partial attention
• Helps ranking single Topics in Google (SEO)
• Generated quick leads, backlinks, fans
and/or follower (quality unclear)
Marketing for Content
• Content = strategic element
• Generates long term relationships
• Does exactly what Google loves (SEO)
• Helps positioning a company strategically
e.g. as a thought leader
• Generated sustainably leads, backlinks, fans
and/or follower (quality unclear)
Operational
Content Marketing
• The production and publishing of single pieces of content
like texts, videos, audio, games…
• … with the goal to gain the attention and the trust of
(potential) clients and to strengthen the brand
Strategic
Content Marketing
• A long term strategy to satisfy the needs and/or
expectations regards to information…
• … to not not only gain attention and the trust but to
build a long term relationship

What are the needs and/or expectations regards to information?
The concept of the „Customer Journey“!
Hello! Müller!
I‘m looking for a
solution for a
certain problem!

What are the needs and/or expectations regards to information?
The concept of the „Customer Journey“!
Orientation Experience
LoyalityRecommendation
Rating
Considering Purchase
Considerung joining
Considering leaving

Äh, I‘m still not getting why we should talk about THEIR interests?!

Because otherwise they won‘t listen you at all!

Remember the Mini campaign?

Spiegel.de usually looks like this:
Automatic
Ad blocker

And do you know what this is?
Manual
Ad blocker

So how do we get the content desirable?

One alternative for Mini (and others)
The new trend: „Native Advertising“

The new trend: „Native Advertising“

A Mini video at the end

The new portal of the German MNP E-Plus: „Curved“

Curved.de is doing a good topic management
And is of course also reporting about producst, e.g. the „Galaxy Note 3“

And at the bottom of the article…
… there is a sales offer for all discussed products

Which leads to an online shop
Which is owned by E-Plus

Techlab is like Curved – only on YouTube
Technologie reviews in YouTuber stile – form Saturn (electronic dealer)

Below the products tests there is a link to the shop

„Turn on“ print magazine to be used for an „online mag“?
The content is produced anyway!

Schwarzkopf started already some time ago
No products until the fourth level of navigation

Die vierte Navigationsebene
Auch hier steht die Beratung im Vordergrund

Every products has got it‘s own microsite
Clear distinction between „editorial“ and „sales“

Red Bull invested 50 Million Dollar in Content Marketing
… and the whole world watched it (with the brand always present)

Red Bull is a real „Master of Content Marketing“
They are running their own „Media House“ and act like a publishing house

But it is working also a bit simpler
Some companies only offer single pieces of content

And they want to youe email adress and some more information
Like this they generate „Leads“ to follow up („Inbound Marketing“)

But pay attention!
Too much „Content Marketing“ doesn‘t look serious

So what is finally „content“?

So what is finally „content“?
„Content“ is staged informations and messages
Story(telling): Content with Protagonisten and PlotInformation/Message Format
Staging Good content

HOW DO WE CHANGE PERCEPTIONS?
Advertising?
Google?
Facebook?
Website?
Presse?
Recommendations?
Newsletter?
Wiki?
Weblog?
Twitter?
Google+?
YouTube?
Slideshare?
Online Service?
Xing?
Pinterest?
Messen?
Konferenzen?
Webinare?
Talks!

Advertising?
Google?
Facebook?
Website?
Presse?
Recommendations?
Newsletter?
Wiki?
Weblog?
Twitter?
Google+?
YouTube?
Slideshare?
Online Service?
Xing?
Pinterest?
Messen?
Konferenzen?
Webinare?
Talks!
CONTENT
HOW DO WE CHANGE PERCEPTIONS?

HOW DO PEOPLE BUILD THEIR OPINION?
66
What the
company
says
What media
and influencer
say
What friends
and peers
say
What the
advertising
says

THE CHANGE
67
Looses
credibility
Is more and
more blocked
Is gaining
dramatically
Is changing
dramatically
What the
company
says
What media
and influencer
say
What friends
and peers
say
What the
advertising
says

68
Owned
Content
(You set
the content)
Earned
Content
(Media / A-Blogger
set the content)
Social
Content
(the public sets
the content)
„Paid“
Content
(You set the
reach)
SO WE DO HAVE FOUR KINDS OF CONTENT

69
Lower
Credibility
Higher
Credibility
Owned
Content
(You set
the content)
Earned
Content
(Media / A-Blogger
set the content)
Social
Content
(the public sets
the content)
„Paid“
Content
(You set the
reach)

70
Controlled
Not controlled
Owned
Content
(You set
the content)
Earned
Content
(Media / A-Blogger
set the content)
Social
Content
(the public sets
the content)
„Paid“
Content
(You set the
reach)
Lower
Credibility
Higher
Credibility

71
Controlled
Not controlled
Owned
Content
(You set
the content)
Earned
Content
(Media / A-Blogger
set the content)
Social
Content
(the public sets
the content)
„Paid“
Content
(You set the
reach)
Lower
Credibility
Higher
Credibility
Vorträge
Presse-
mitteilung
Blog
Website
Broschüre … Native
Advertising
Werbung
SEA
SEM
…
Blog-
Beiträge
Ranking
Google
Medien-
Artikel
…Komm-
entare
Bewer-
tungenPostings
Likes
Retweets
…

72
THIS RICHNESS OF CONTENT
IS IN PARTICULAR RELEVANT ONLINE

73

74
Google+
Postings
YouTube
Videos
Artikles
Website
Articles
other blogs
Articles in
the news
Twitter
Postings
Slideshare
Presentations
Facebook
Postings
Sozial
Profiles
Artikles own
blogs

75
Articles
Websites:
Videos:
Other
Blogs:
Own
Blobs:
Online-Medien
G+ Postings
Twitter
Postings
Facbook
Postings
Profile:
Slideshare
Postings:

76
CAN BE INFLUENCED!!!
Articles
Websites:
Videos:
Other
Blogs:
Own
Blobs:
Online-Medien
G+ Postings
Twitter
Postings
Facbook
Postings
Profile:
Slideshare
Postings:

4 MAIN DISCIPLINES OF CONTENT MARKETING
77
Dialog!
Publishing
Influencer
Relations
Promotion
Owned
Content
(You set
the content)
Earned
Content
(Media / A-Blogger
set the content)
Social
Content
(the public sets
the content)
„Paid“
Content
(You set the
reach)
Community
Management!
Media
Cooprations
Promotion
Advocacy
programs

4 MAIN DISCIPLINES OF CONTENT MARKETING
78
Dialog!
Publishing
Influencer
Relations
Promotion
Owned
Content
(You set
the content)
Earned
Content
(Media / A-Blogger
set the content)
Social
Content
(the public sets
the content)
„Paid“
Content
(You set the
reach)
Community
Management!
Media
Cooprations
Promotion
Advocacy
programs

So how are we doing it?

Why do you need a strategy?
Without a strategie
• You are only/mostly reacting
• You serve the people who are
shouting loudest
• You do what you like
• You do what you think your boss
likes
• It‘s dificuilt to set goals or KPIs to
measure results
• You are chased
• You are not efficient
With a strategy
• You can set goals
• You start acting
• You can set the agenda
• You can do the right things
• You can set goals and KPIs and
measure the success
• You utilize your ressources
efficiently
• You are focussed

So how is it going today?

„We need to be on Facebook!“
Channel
„We need to be on Facebook!
Google+ will come later!“
Operations

„Oh shit! What should we talk about?“
Content
„What should we talk about?
Maybe some Cat-Content?“
Channel
Operations

„Oh! We need fans and follower! Don‘t we?“
Content
Channel
Promotion
„How do we generate fans and
follower? Let‘s make
a raffle (or
a viral?)!“
Operations

„Holy moly! The people want to TALK to us?!?!?
Content
Channel
Engagement
„How can I engage with the
people? How do I
organise the
dialog?“
Promotion
a raffle (or
a viral?)!“
Operations

And why are we doing this? Where is the ROI?
Content
Channel
Engagement
„How can I engage with the
people? How do I
organise the
dialog?“
Promotion
a raffle (or
a viral?)!“
Strategy
Operations
?

Urgs….

Better start here!
1. Content Strategy
What is our story?
Value for
your company
What strategic goals are we
supporting? How can we help collegues?
Value for
target groups
What are our target groups interested
in? How can we help them?
win/win

Better start here!
1. Content Strategy
What is our story?
Value for
your company
Value for
target groups
win/win

What is the value
1. Content Strategie
Was ist unsere Story?
Ziele fürs
Unternehmen
Auf welche strategischen Ziele
zahlen wir ein? Was ist der Nutzen für uns?
Mehrwert
für Nutzer
Wofür interessieren sich die
Stakeholder? Was ist der Nutzen für sie?
win/win

Who should exactly do what? This is what we can measure!
Conversion
Who should exactly do what? What
are the relevant KPIs for that??
1. Content Strategy
What is our story?
Value for
your company
Value for
target groups

The core of the strategy: The story as the leading idea!
The Story
What is the Story?
How can we
engage people?
Conversion
1. Content Strategy
What is our story?
Value for
your company
Value for
target groups

First the story. Then the content.
Content
How do we tell the story?
How do we organize the
editorial stuff?
2. Content Marketing
How do we develop and produce the content?
The Story
What is the Story?
How can we
engage people?
Conversion
1. Content Strategy
What is our story?
Value for
your company
Value for
target groups

Remark: First the story. Then the content!

Channel strategy follows contengt strategy!
Channel
Which channels do we use?
How does the whole
architecture
look like?
The Story
What is the Story?
How can we
engage people?
Conversion
1. Content Strategy
What is our story?
Value for
your company
Value for
target groups
Content
editorial stuff?

Understood? First the Story. Then the content! Then the channel!

Engagement and Promotion are also following the content!
Engagement
How do we organize
the dialog?
Promotion
How do we build
the network
Channel
How does the whole
architecture
look like?
The Story
What is the Story?
How can we
engage people?
Conversion
1. Content Strategy
What is our story?
Value for
your company
Value for
target groups
Content
editorial stuff?

Engagement
How do we organize
the dialog?
Promotion
How do we build
the network
Channel
How does the whole
architecture
look like?
The Story
What is the Story?
How can we
engage people?
Conversion
1. Content Strategy
What is our story?
Value for
your company
Value for
target groups
Content
editorial stuff?
The 4 P of Marketing

Engagement
How do we organize
the dialog?
Promotion
How do we build
the network
Channel
How does the whole
architecture
look like?
The Story
What is the Story?
How can we
engage people?
Conversion
1. Content Strategy
What is our story?
Value for
your company
Value for
target groups
Content
editorial stuff?
How does that fit into the overall strategy and in the company?
Market research, SEO,
Monitoring, Personas,
Social Analytics, ...
Crisis, Community-
Management, Service
& Support, Call-Center
Advertising, PR, SEM,
SEO, campaigns,
Blogger-Relations, ...
Business- and
Marketing-Strategy,
Goals of campaigns
Development of
clear KPIs
Connection to and
usage of all existing
channels
Content Audit,
Content Curation,
Content Creation
Brand, Social Brand,
„Content USPs“,
Positionierung

This is what I presented the „Thomas Krenn AG“!

Strategic Content Marketing - Content can effect much more than a good ranking

Strategic Content Marketing - Content can effect much more than a good ranking

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