Slide deck from the content marketing workshop in Athens. Speaker and trainer Michael Leander shared his content marketing and inbound marketing experience with 33 top brand marketers and marketing agency folks.
The content marketing workshop was organized the The Institute of Communication and EDEE Greece.
4. “Education doesn’t make you happy. Nor does
freedom. We don’t become happy just because
we’re free – if we are. Or because we’ve been
educated – if we have. But because education
may be the means by which we realize we are
happy. It opens our eyes, our ears, tells us
where delights are lurking, convinces us that
there is only one freedom of any importance
whatsoever, that of the mind, and gives us the
assurance – the confidence – to walk the path
our mind, our educated mind, offers.”
Iris Murdoch
8. Buyers are becoming more
and more cautious
Trust is critical
Remember your trust emblems
(positive associations, testimonials etc.)
9. Short attention span, loads of intrusion
- how do you cut through the clutter?
Brain
filter
Do I know you?
Do I need you?
Can I trust
you?
10. How to get into the Mind Box?
Unique
passionate
emotional
authentic
focused
interactive
meaningful…
11. Changes in buying behavior
impacts the sales cycles tremendously
OTS* high to
get a reaction
No sex on
the first
date
*OTS = Opportunity to see
Referral &
recommendation
Latency
increase
incubationtime
13. THE COLOSSAL OTS CHALLENGE
Attention Action
Message Message Message Message Message Action
Increase Opportunity To See by multiple of 3, 5, 10
Pre launch phase Hard selling phaseNurture & convince phase
The “it’s all over” phase
14. The importance of E’s in the
online space
1. Expectation
2. Excellence
3. Exciting
4. Experience
5. Emotions
(leading to
action)
6. Enablement
22. Most Wanted Response
- What do we want people to do?
- What do we want people to think?
- What do we want people to learn?
- How do we want people to react?
- What next step do we want them to take?
23. Eyeballs are
not a proper
measurement
of success,
the number of
actions are
29. Our goal for today
• Give you a better understanding of how to
establish a content strategy
• Provide input to your most pressing questions
• Get inspiration that may help you improve
your results
32. The idea is to tell a good story at the
right moment to the right person. I
mean this can be too sophisticated and
rather simple at the same time
Maria Kantza
33.
34. What is content marketing?
What you
want to say
What your
audience
wants to know
35. In the stream
Content is needed to get into
the stream of your audience
No content, no eyeballs
No eyeballs, no interaction
(out of sight, out of mind)
43. Which reads the most
words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
Quote: Eye reads 20 times faster than the ear @michaelleander #adtechjkt
45. Let’s show the world who we are
• Take a picture of
the person sitting
next to you
• Have a chocolate
or two
• Don’t want your
pic on Facebook
– cover your face
Trondheim, Norway
Sydney, Australia
56. The lifetime of a content piece
News driven Non news related
Lives longer, relevant
SEO power
Shorter lifespan, but,
if done right, opportunity for
very significant impact.
57. Managing content over its lifetime
• Frequency
• Plan for repurposing
• Editing and updating interval
• Supporting stories
• Referencing back to the story from related
stories
• X
• Y
58. Benefits of content marketing
Attractors,
engagement assets,
thought leadership,
positioning
Information,
education,
inspiration,
entertainment
67. Content driven, engaging and differentiated
approach
Bedre Råd (Better Advice/More
Affordable) portal engaged
customers and ultimately
lead to more qualified loan
applications at a cheaper
acquisition cost
68. A video portal as part of the
content strategy – and as an extension
of training, speaking
70. Like not like, like AIDA
The power of
social is in the
share leading to
action
71. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share is good
action counts
Like is NOT a currency, engagements converting to actions are @michaelleander #adtechjkt
72. The power of social is in the share
Page likes 5.000
Organic
reach
845
Shared 222
Total reach 23.168
Clicks ?
Likes 74
Call to
action
73. The Power of Paper
Multi-channel really is multi-channel. Across the board 25% of
consumers prefer paper over digital in critical stages of the
buying cycle
74. Make the share easy and make it count –
from desktops to mobility
Think about
- Images
- Shared text
- How to make
the share
convert
75. 0 Views • Uruguay
• Amnesty Int.
• Campaign seeked
to rise awareness
about violence at
child birth
• A problem area
which no one
knew existed
• Strong PR effect