how content really performs

How content really performs onlineby @maartenvherck

Before we start…Please do not record this performance

Before we start…You have to ask yourself

Before we start…What are your goals online? And how will you measure them?

Before we start…What is your core target group? And what are they doing online?

Mechelen

30 years old mother of 2

Works at a fashion store

Listens to Indie Rock

Awareness Consideration & research

purchasepost

purchaseretention & advocacy

Feels

MoT

MoT MoT

MoT

Meet Fanny

Before we start…What are your touchpoints with this client? And what is the purpose of every single one?

earned

paid

owned

awareness consideration & research purchase post purchase retention &

advocacy

xxxxx.be login omgeving

tool callcenter kantoor / callcenter /

welkom boekje folders / flyers / boekjes

Radio / TV / …

Social social retention

Social ads

SEA

Display

Remarketing

Remarketing

Remarketing Social engagement ads

Performance advertising / cross-sell

vergelijkingssite

Word of mouth ambassadors

PR PR

ambassador program + cross-sell

Targeted e-mailing

adviseur

Listen Promote MeasureEngage

Promote MeasureListen Engage

Listen to the market, identify your competition, learn from their best practices and their biggest mistakes.

Listen Promote MeasureEngage

Engage your audience based on the goals you have in mind

Off-page Social Media Content Amplification E-mail Native Advertising

On-page Homepage Product Page Blog News Reviews

News

Blog

Testimonial

Prodpage

Blog

Important note: ALWAYS have some kind of CTA

Basic Advanced

Consumer initiated

Brand initiated

Content calendar

Conversation management,

QnA, blog content,…

Contentcampaigns

Amplifications through real time

campaigning

Conversation management, QnA, blog content,…

Big campaigns

Conversation management

Big campaigns

Big campaignsSmall

Listen MeasureEngage Promote

Promote your content so your content strategy is amplified with content marketing.

Social Media

Content marketing/ native ads

…

Blog

Website

Off-site On-site

Awareness - paid:Brand initiated content

Consideration - SEO:Consumer initiated content

Conversation management, QnA, blog content,…

Big campaigns

Conversation management

Big campaigns

Big campaignsSmall

ads

Listen Promote MeasureEngage

MONITORING and REPORTING will be an essential aspect to constantly optimize your content and content marketing.

Welcome Line up Friday Bands Tickets

xxxxx sessions

xxxxx sessions

xxxxx sessions

xxxxx sessions

xxxxx sessions

xx% xx% xx% xx%

SPECIFIC PAGE

Thank you.