editorial statement - a key to success in content marketing
TRANSCRIPT
EDITORIAL STATEMENTThe key to Success with Content Marketing
born in Vienna 1997 emigrated to South Africa 2014 returned to Vienna
Work: Marketing & Sales in any way
since 2010 Online Marketing
since 2012 Inbound Marketing with HubSpot
Inbound Marketing certified
HubSpot certified
HubSpot Partner certified
Vienna - London - Munich - Cape Town@bettinahorvath
CONTENT MARKETING STRATEGY
Editorial statement
Personas
Buyer Journey
Business Goals
Editorial Plan
Tools
Tactics
Time Frame
Ressources
WHAT IS AN EDITORIAL STATEMENT?
➤ written down
➤ WHO do I want to reach?
➤ HOW can I reach them?
➤ WHAT happens when I have reached them?
➤ Guide for entire content production
➤ It’s about the recipient not the producer
ADVANTAGES
➤ Focus
➤ Framework for journalists, designers, etc.
➤ Helps employees understand what it is all about
➤ Reminds us of the core conept in B2B Marketing: Build your audience first, then your leads.
QUESTIONS ABOUT THE EDITORIAL STATEMENT
➤ Can the mission statement of the company be used? • No, that is about the company, the editorial statement is about the audience
➤ Can we have more than one editorial statement? • Yes, for each audience one. In the beginning use only core audience.
➤ How can you make sure it leads to success? • Needs to live in day to day live. Everyone must work it. It needs not only to be
documented but be stuck on the wall.
➤ ______ ?
EXAMPLES
Mit unseren Inhalten möchten wir für die Personalentwicklung zuständigen HR Managern in Österreich Hilfestellung zum Thema soft skill Entwicklung geben, um derartige Programme erfolgreich in ihren Unternehmen umsetzen zu können. Mittel zum Zweck: Artikel auf der Webseite, sowie Links zu anderen Artikeln und eigens produzierte Inhalte für Social Media Kanäle.
Whether it’s a delicious recipe, an inspiring décor idea or a refreshing approach to organizing, we strive to help you [Moms] create a home that’s truly your own. Everything we do here is designed to empower and inspire you to make your home even better, and most importantly, a place you love to be.
EDITORIAL STATEMENT IN PRACTICE
➤ Core-audienceWhich type of people can we help most with our content?
➤ Deliverables to audienceWhich kind of content do we publish and what makes it different?
➤ Desired outcome for the audienceWhat can the people do once they have consumed your content (what’s in it for them)
