warschaupresentatie2
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mei 2012TRANSCRIPT
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CONTENT MARKETING
THNX TO JOE PULIZZI
What are we talking about?
The most effective tools for marketeers
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Sak van den Boom - Customer Media Council Netherlands
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Agenda
Introduction 4 casestudies Conclusions
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Content marketing 2012
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Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.
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How many content formats are you using?
Most marketeers are using over 40 different content formats.(Joe Pulizzi)
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The top 10 include
Blog Enewsletter White Paper Article eBook Case Study Testimonials Microblogging (i.e., Twitter) Webinar/Webcast Video
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KLM Ifly magazine
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KLM iFly magazine
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Before, during & in between flights
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KLM Media Mapping
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Ifly magazine
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Database drive proces
It’s a database driven processAll orientation and click behavior is
registeredIt is used to personalise parts of the
magazineIt is used to personalize the next issuesIt is used for (commercial) e-mail follow-ups
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Over 10 % of de clients reads the magazine
Over 100.000 new email adresses are gained
Conversion into flights is growing
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Phonak’s vision
A world Where the sense of hearing is cherished
and protected Where the topic of hearing is of greater
importance Where wearing a hearing system is no
longer a taboo Where people are aware of listening Where having hearing loss is no longer a
handicap
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Hear the world platforms
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Hear the world
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External target audiences
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Ambassadors
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Hear the world Magazine
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Street activities
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Events - exhibition
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Social Media
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Free Publicity
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Awareness campaign
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Achievements
Website contacts: average 30 k a month
Social Media PR Contacts: 10.000 till 2012 Awards: 18 national and international Ambassadors: over 53 internationals
stars supporting the case
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Dutch Railway Magazine
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Marketing goals
Strengthen client value Enlarge loyalty Stimulate travelling by train
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Strategy
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Achievements
75 % use the train 15 % of coupons are used P.P. 2 extra train trips a year Positive attitude against NS
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Allerhande
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Allerhande
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Cross media platform
(Digitale) winkel
commu-nicatie
AH nieuws-
brief
Kookboeken
Online
Appi
Kerst voorproef
evenement
Ipad appContent & interaction platform
Activation platform
ALLERHANDE
CONTENT
Nationale Thuiskoks
competitie
Availability at all channels
Ah.nlBonus
Youtube kanaal
Recept-
kaarten
Winkel-
presentatie
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Yunomi
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Over 350.000 members in the Netherlands
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Content marketing strategy
Cope! Create once – publish everywhere. Create content across a variety of types of content that your audience uses. Think beyond just articles - use photographs and videos.
Socialize your content. Optimize your content for search Offer related content Create an editorial calender
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The main question is of course
How to set up,
implement, and measure a
successful content
marketing program?
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How
You have a big opportunity to follow a special course in content marketing
Initiative of your content marketing association (SPF)
National and international experts in content marketing
New in Poland 10 weekends 160 hours of knowledge Starting oktober 2012
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School of content marketing
For:• People who work in communication
but need real experience, more knowledge and the possibility for networking
• Brand marketeers• Communications managers• Communication consultants• Content managers
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The top 10 platform used in the VS Blog Enewsletter White Paper Article eBook Case Study Testimonials Microblogging (i.e., Twitter) Webinar/Webcast Video
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Blog Enewsletter White Paper Article eBook Case Study Testimonials Microblogging (i.e., Twitter) Webinar/Webcast Video Facebook storypage Customer focused community site Online news release Custom Social Network Custom Print Magazine Digital Magazine Video Blog E-Learning series Mobile apps Online media site Content platform Teleseminar
Podcast Executive roundtable Industrial ranking system Book Print newsletter Virtual Tradeshow Company focused community site Comic book Facebook application Road show Audio book Screencast\ Widget Branded content tool/app Online game Infographic Online survey Discussion forum iPad app Multimedia Content Platform
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THNX – for any [email protected]
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http://www.customermedia.nl