Download - Branded Content Event ING NU.nl case
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Gerard van Driesten Strategy & Concept Manager
Louis Stommels Sr. Communicatie Manager Media
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Content partnership = investeren in tijd:
2+4 maanden
> 40 artikelen & opiniestukken
5-2-2015 BCE 2015
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5-2-2015 BCE 2015
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0 20 40 60 80 100
Mijn beeld van ING is door deze pagina positief beïnvloed
De informatie op de pagina sluit aan op mijn situatie
De pagina helpt mij bij het maken van zakelijke beslissingen
Met deze pagina laat ING zien dat zij begrijpt waar ikbehoefte aan heb
Met deze pagina onderscheidt de ING zich van anderebanken
Met deze pagina laat ING zien dat zij een stap extra zet voorzowel klanten als niet klanten
De pagina biedt samen met ING toegang tot zakelijke kennis NU geld
Waardering NUondernemen pagina sluit zeer goed aan bij de doelgroep en werkt positief voor ING
NU geld
80%
76%
71%
68%
66%
62%
60%
5-2-2015 BCE 2015
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5-2-2015 BCE 2015
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5-2-2015 BCE 2015
2014
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Content marketing is here to stay…
5-2-2015 BCE 2015
Advertiser
Advertising Content
Uitgever
Content
marketing
Content
marketing
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5-2-2015 BCE 2015
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Content partnership 2015:
Dynamisch
Complex
Diversiteit
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Keuzes maken
Je moet tot de essentie komen:
wat is het meest relevant
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BCE 2015
Het proces
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5-2-2015 BCE 2015
?
WHERE
WHEN WHY
WHO
WHAT
HOW
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BCE 2015
ING over “Markten veroveren”
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5-2-2015 BCE 2015
?
WHERE
WHEN WHY
WHO
WHAT
HOW
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5-2-2015 BCE 2015
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5-2-2015 BCE 2015
?
WHERE
WHEN WHY
WHO
WHAT
HOW
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BCE 2015 5-2-2015
Redactie & content partnerships
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Nieuws = objectief
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“Het leven van de lezer makkelijk maken”
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Wat is branded content?
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What you
want to say
What they’re
interested in
Relevantie 5-2-2015 BCE 2015
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We are all brands!
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MP & content partnerships
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5-2-2015 BCE 2015
?
WHERE
WHEN WHY
WHO
WHAT
HOW
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5-2-2015 BCE 2015
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Spanning tussen sales, klant & redactie
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MP = schakel
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5-2-2015 BCE 2015
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Iedereen blij…
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?
WHERE
WHEN WHY
WHO
WHAT
HOW
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Voor de start overeenstemming
binnen het team:
uitgangspunten content
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5-2-2015 BCE 2015
?
WHERE
WHEN WHY
WHO
WHAT
HOW
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Van campagne denken
naar structurele samenwerking
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Timing is essentieel,
inspelen op actualiteit
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Geen routine klus
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1. Investeren tijd & geld =
kwaliteit
2. Partners zijn = commitment 3. Zoek verbinding met owned &
earned media
4. Geen traditionele media inkoop
dit vraagt om flexibiliteit
5. Investeer in research
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5-2-2015 BCE 2015
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5-2-2015 BCE 2015