content marketing: how to create the best content to promote your brand
TRANSCRIPT
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SRM Marketing- & Communicatieopleidingen Content Marketing 2015 | AMFI Fashion Branding AO 1
Kirsten Jassies@kirst_enj & justK.nl
CONTENT MARKETINGHow to use content to promote your brand
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
Marketing
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Content marketing is any marketing that involves the creation and sharing of media
and publishing content in order to acquire and retain customers.
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
Who is best at content marketing?
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• Magazines have ruled creating and distributing content (on paper) for decades
• Because of digitalisation, and everyone’s connected an always on, new channels have arisen and the game of content distribution has changed
• It’s not about the best quality of content anymore, it’s about having an engaged audience on the right channels
• It’s the social influencers and new media like Buzzfeed and Huffington Post that rule the game of creating, curating, sharing and engaging
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
Steps for a content marketing strategy
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1. plan 2. create 3. engage 4. convert 5. measure
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
Steps for a content marketing strategy
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1. PLAN
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
1. Plan : editorial calendar
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• Create an editorial calendar for the coming year and work with a monthly of weekly schedule depending your game.
• Media have to work with a weekly schedule because of the enormous amount of content they have to produce in order to keep a large audience.
• Other branches can take it a little bit slower and work with a monthly schedule.
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
1. Plan : editorial calendar
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
Steps for a content marketing strategy
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2. CREATE
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
2. Create: Creation vs Curation
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Sites that curate: culy, froot, nsmbl, wtf, upcoming, LINDA.nieuws, GraziaTools for curating: > by hand, or with Zite/Flipboard, Storify, scoop.it, Twitterlists,
Youtube trends, google alerts etc
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
2. Create: Curation
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Content Marketing 2015 | AMFI Fashion Branding AO
2. Create : good content
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GOOD CONTENT has a goal GOOD CONTENT has a specific message GOOD CONTENT is SEO optimised GOOD CONTENT IS to the point GOOD CONTENT has a call to action
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
2. Create: types of content
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•Real time content like on events/ (breaking) news > live blogging, Storify, Twitter, Snapchat •Lists > Blog, Facebook•Long reads > Blog, Medium•DIY’s and Tutorials > Blog/Website, Youtube, Instagram, Pinterest•Galleries/slideshows > Blog/Website, Instagram, Pinterest, Steller, Edgee•Quizzes, Surveys > Blog/Website, Facebook, Survey Monkey, Poll Everywhere•Regular content that works for your brand, or that you need to share (upcoming events, info,product launches) > Blog/Website, newsletter, all social channels•Webinars > Special software, announcements through blog, newsletter and social media•E-books, PDF’s > Special software, Blog, newsletter, social
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
2. Create: types of content, visual
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Content Marketing 2015 | AMFI Fashion Branding AO
2. Create: the 7 essential elements of a perfect blog post
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• Headline: the 6 words that count most
• Storytelling hook
• Fewer characters per line at first
• Featured image
• Subheads for scanning
• Content and the 1,500-word sweet spot
• Soundbites for sharingsee complete blogpost ar buffer: https://blog.bufferapp.com/perfect-blog-post-research-data
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
2. Create: viral content
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
Steps for a content marketing strategy
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3. ENGAGE
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
3. Engage
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- Who are your loyal customers? Find them, follow them and listen to them
- Influencer Marketing and tools like KLOUT and Peerreach
- Communities like VIVA forum, GoPro and Fitgirlcode
- Tools to manage social media like Hootsuite and Coosto
- Events, Real Life meetings
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
Steps for a content marketing strategy
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4. CONVERT
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
4. Convert
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How do you get your readers, followers and fans to become leads, so they will buy, use and
recommend your product or service to others?
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4. Convert to leads/clients
The Customer Journey
Create content for each touchpoint in the customer journey, on the right channel at the right time
ADD E-commerce Tools Facebook > Shopify
Wordpress > Plugin Woo commerceInstagram > Like2Buy
Pinterest > Deeplink to your site22
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
4. Convert: ROI = Return On Investment
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SRM Marketing- & Cmmunicatieopleidingen
Content Marketing 2015 | AMFI Fashion Branding AO
Steps for a content marketing strategy
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5. MEASURE
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Content Marketing 2015 | AMFI Fashion Branding AO
5. Measure
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ENGAGEMENT: • Number of followers/visitors • Returning visitors • Likes and shares • Comments • Time on site • Pages per visit
Statics tools: • Google Aalytics • analytics.Twitter.com • Facebook Page Insights • Pinterest Analytics • Iconosquare for Instagram
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Content Marketing 2015 | AMFI Fashion Branding AO
Recap and Questions
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Questions: Twitter and Instagram @kirst_enj
Blog justK.nl