content marketing 2016 conference in prague by dominik grau
Post on 18-Jan-2017
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Dominik GrauChief Innovation OfficerEbner Media Group
• 2011-2015: Managing Director, Ebner USA• 2007-2011: Director Online, IDG Germany• 2006-2007: Editor in Chief, Burda (BurdaYukom)• 2003-2006: Author/Trainee, Burda (Chip.de)• 2002-2004: Research & IT, University of Munich• 1995-2002: Website Projects, IT Infrastructure
@dominikgrau // grau@ebnerpublishing.com
Special Interest MediaB2B MagazinesWebinars, EventsProduct DatabaseCataloguesPhone Books, DirectoriesApps, Videos, Podcasts
If content is our core asset…..
…..do we treat it like this?
Are we really getting the most out of it?
@dominikgrau // grau@ebnerpublishing.com
What a tremendous waste of energy!
We did reach only a few readers due to the physical limitation of our vehicle
Researching, Analysing, Testing, Traveling, Interviewing, Photographing, Thinking, Writing, Rewriting, Layouting,
Printing, Shipping
@dominikgrau // grau@ebnerpublishing.com
Don‘t try to innovate in old structures•We reorganised the company •Not the product, the community (= target audience) is pivotal
•New structure, new hierarchies, new job descriptions, new responsabilities
@dominikgrau // grau@ebnerpublishing.com
Deeply analyze your target group•Analyze their search habits•Monitor their social media habits•Build personas• Identify the influencers•Create multiple touchpoints
@dominikgrau // grau@ebnerpublishing.com
Essential Strategy: Unlock the power of MIUs•Minimum Information Units (MIU)•Every piece of content consists of many MIUs•MIUs can be distributed widely•They can be powerful tools to grow your reach
@dominikgrau // grau@ebnerpublishing.com
One Article = Tons of Content•10 MIUs
•4 main text modules structured from 1 to 4•1 interview•4 abstracts•1 checklist
@dominikgrau // grau@ebnerpublishing.com
The Principle of Embedded Marketing
"As you know, the age of the Internet has turned editors into marketers who are responsible for their content.“ Don Nicholas, Mequoda Group
The editor‘s job: create the widest possible reach
@dominikgrau // grau@ebnerpublishing.com
„analyze!“ (the topic)„define!“ (the channels)„investigate!“ (the story)„produce!“ (the content)„market!“ (through all channels)„measure!“ (your success)
What we tell our editors
@dominikgrau // grau@ebnerpublishing.com
An approach like this alienates a typical editor
We needed editors with a different approach. People who were willing not only to report but to contribute.
Transaction Editors (TE)
@dominikgrau // grau@ebnerpublishing.com
Traditional Editor- writes high-quality content- has industry expertise, is widely respected- helps new editors to create evergreens New Role: Transaction Editor- turns print content into digital evergreens- works closely with traditional editor- knows social media, videos, mobile, analytics- manages paid content, shop products
@dominikgrau // grau@ebnerpublishing.com
The transformation resulted in a profit growth
of 71% vs 2014
@dominikgrau // grau@ebnerpublishing.com
• Short lifespan• Short engagement• Low growth potential• No must-haves• Commodity• Slow monetization
News
• Long lifespan• Constant engagement• High growth potential• Must-have content• Exclusivity• Deep monetization
Evergreens
Transformation = Focus on Evergreens!
@dominikgrau // grau@ebnerpublishing.com
Ebner Evergreen Workflow & Tools
Illustration: Mequoda; Ebner @dominikgrau // grau@ebnerpublishing.com
Step 1: AUDIENCE – create personas
Step 2: KEYWORDS – identify & test topics
Step 3: SCHEDULE – daily, monthly, yearly
Step 4: UPDATE – every 90 days
Step 5: AMPLIFY – social media evergreens
Step 6: REPURPOSE – information units
Step 7: CONVERT – to e-mail & paid
@dominikgrau // grau@ebnerpublishing.com
• Analyze: find at least 2 potential audience groups• Ask: why do they need, how/when will they read my content• Goal: perfectly understand your audience’s world• Result: description for each persona, assign names
Step 1: Define audience, create personas
Photos: Ebner Media Group
4 Ebner personas
@dominikgrau // grau@ebnerpublishing.com
From Personas to ChannelsHannah Halbtag Katja Kann-Alles Arne Anspruch Paul Passiv
Website
Dienstleistungen
Weekly NL
Needs marketing how-tos and know how by experts
Wants personal advice and customized content for C-level readers
Needs newsletters and websites with user-centric content
@dominikgrau // grau@ebnerpublishing.com
• Research: find keywords (high volume, low competition)• Reconfirm: Google Trends; Adwords sample check• Retest: test social posts, analyze share patterns• Ebner websites: up to 7,000 keywords, 300 topics
Step 2: Build keyword families, identify potential topics
Illustration: Mequoda.com @dominikgrau // grau@ebnerpublishing.com
Step 3: Create a content plan and 24-hour schedule
Daily Schedule• 1 evergreen per weekday• Publish morning or evening
Monthly & Yearly Plan• 4 uber topics per month• Strategic focus, seasonal
Photo: Getty Images @dominikgrau // grau@ebnerpublishing.com
January 2017: Optimize full text, add photos/videos
October 2016: Minor updates, deep SEO review
July 2016: Add more text (100+ words)
April 2016: Add photos/videos/text (50+ words), SEO review
January 2016: First evergreen version (500+ words)
Step 4: Update every 90 days, promote across all channels
Illustration: Ebner Media Group @dominikgrau // grau@ebnerpublishing.com
One evergreen = many amplifiable information units!
• 45-day policy: repost evergreen links every 45 days• Facebook: retarget website users• Twitter: share evergreen links• LinkedIn: great for amplifying B2B evergreens• Youtube: publish evergreen videos or slideshows
Step 5: Social media amplification schedule
@dominikgrau // grau@ebnerpublishing.com
Step 6: Turn one evergreen into many evergreen pieces
Print Website
Newsletter
Youtube
External Blogs
Wikipedia
Amazon eBook
PR Portals
1. FULL POST x x x2. Excerpts x x x x x x x x x3. Illustrations x x x x x x x x x x4. Key Facts x x x x x x x x x5. Photos x x x x x x x x x6. Audio x x x x x x7. Video x x x x x x
Illustration: Ebner Media Group @dominikgrau // grau@ebnerpublishing.com
Step 7: Evergreens as conversion blockbusters
• Create Newsletter: automated updates, daily and weekly• Convert users to e-mail: popup, scroll bar, sidebar boxes• Goal 1: convert 1% of monthly uniques to newsletters• Goal 2: convert 10% of email users to paid (after 1 year)
Illustration: Mequoda.com @dominikgrau // grau@ebnerpublishing.com
CREATE1) AUDIENCE
2) KEYWORDS
3) SCHEDULE
COORDINATE4) UPDATE5) AMPLIFY
6) REPURPOSE
CONVERT to E-Mail
CONVERT to Paid
Evergreen Conversion = Digital Growth & Revenues
Illustration: Ebner Media Group @dominikgrau // grau@ebnerpublishing.com
Enlarged Target Group
Core Target Group(Collectors, Aficionados)
MagazinePortal
NewsletterFacebookYoutubeLinkedIn
Xing (Germany)
BlogsCompany Homepages
Wikipedia
Amazon
PR Portals
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