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Canvas Strategisches Content Marketing (beta)

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Ich hab eine erste Version eines Canvas für Strategisches Content Marketing erstellt - auf einer zweiten Seite mit Beispielen. Die Datei kann in DIN A0 ausgedruckt und in Workshops verwendet werden. Alle Punkte lassen sich dann in www.scompler.com übertragen.

Veröffentlicht in: Marketing
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Canvas Strategisches Content Marketing (beta)

  1. 1. Content Plan & Produce Wie inszenieren und organisieren wir den Content? Workflows & Tools Wie machen wir den Job? Die Mission Welchen konkreten Wert gibt unser Content dem Kunden - oder schaffen wir gemeinsam? Formate Medien Inszenierung & StilmittelPlanung Tools / APIsWorkflow Freie Agentur ZuliefererIntern Engagement / Calls-to-action Wie bringen wir die Menschen dazu, sich mit den Inhalten zu beschäftigen? Subscribe Bewerten SocialDive-in Die Ziele Welche konkreten Ziele verfolgen wir kurzfristig und langfristig? Skills & Rolls Wer macht den Job? Welche Qualifikation brauchen sie? Online Kanäle Offline Kanäle VernetzungContent Hub Via Paid Media Via Earned Media Via Social MediaVia Owned Media Content Reuse Controlling Bedarf & PositionierungThemen AuditPreference Audit Ressources AuditKey Success Factors Context AuditAwareness Audit Personas CONTENTINPUTPROZESSEWERTSCHÖPFUNG CONTENTOUTPUTTEAMKUNDENUTZEN Strategische Ziele („Outcome“) Taktische Ziele („Output“) Operative Ziele („Input“) Business-Ziele („Outgrowth“) Unsere StoriesUnsere 7 Kernplots Unsere MissionUnsere Botschaften Content Publishing Wie distribuieren wir den Content? Content Promotion Wie schaffen wir Reichweite? Der Status Was machen wir aktuell schon, wo haben wir konkrete Probleme, was können wir leisten? Der Bedarf Welchen Bedarf hat die Zielgruppe? Wie decken wir ihn besser als der Wett- bewerb (inkl. Medien)? Anmelden Lead Nurturing PersonalisierungInteract CANVAS STRATEGISCHES CONTENT MARKETING Datum:_____________________Projekt:______________________ Sonntag, 18. Oktober 2015 copyright talkabout, Mirko Lange, alle Rechte vorbehalten 1
  2. 2. Content Plan & Produce Wie inszenieren und organisieren wir den Content? Workflows & Tools Wie machen wir den Job? Die Mission Welchen konkreten Wert gibt unser Content dem Kunden - oder schaffen wir gemeinsam? Formate Medien Inszenierung & StilmittelPlanung Tools / APIsWorkflow Freie Agentur ZuliefererIntern Engagement / Calls-to-action Wie bringen wir die Menschen dazu, sich mit den Inhalten zu beschäftigen? Subscribe Bewerten SocialDive-in Anmelden Lead Nurturing PersonalisierungInteract Die Ziele Welche konkreten Ziele verfolgen wir kurzfristig und langfristig? Skills & Rolls Wer macht den Job? Welche Qualifikation brauchen sie? Online Kanäle Offline Kanäle VernetzungContent Hub Via Paid Media Via Earned Media Via Social MediaVia Owned Media CANVAS STRATEGISCHES CONTENT MARKETING Datum:_____________________Projekt:______________________ Content Reuse Controlling Bedarf & Positionierung Der Bedarf Welchen Bedarf hat die Zielgruppe? Wie decken wir ihn besser als der Wett- bewerb (inkl. Medien)? Recherche Optionen Methoden Themen AuditPreference Audit Ressources AuditKey Success Factors Context AuditAwareness Audit Personas … … … … CONTENTINPUTPROZESSEWERTSCHÖPFUNG CONTENTOUTPUTTEAMKUNDENUTZEN Strategische Ziele („Outcome“) Taktische Ziele („Output“) Operative Ziele („Input“) Business-Ziele („Outgrowth“) Unsere StoriesUnsere 7 Kernplots Unsere MissionUnsere Botschaften Content Publishing Wie distribuieren wir den Content? Content Promotion Wie schaffen wir Reichweite? Der Status Was machen wir aktuell schon, wo haben wir konkrete Probleme, was können wir leisten? Aktuelles / Trends Spaß/ Fun Bedarf Wieder- geburt Around Produkt Foto / Fotostrecke Sub- domain? Inbound Content Konferenz Grafik Budget Social Media? Budget PR? Verweil- Dauer Beitrag Bessere Texte Out- Performer Content? Reichweite (kurzfristig) Verwen- dung Limbic Trigger FB Community Page Map Content to Buyers Journey Content gezielt ausspielen Customer Journey / Buying Stages Up- und Crossselling Rate? Verwen- dung (Hash-) TagsTonalität Marken- Botschafter Blogger Outreach Sharing- Buttons … … Projekt- Leiter Listener ListenerCommunity Manager Sonntag, 18. Oktober 2015 copyright talkabout, Mirko Lange, alle Rechte vorbehalten 2

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