Content Marketing Meet-up - What is content marketing it, Should it do it, Where do I start?

CONTENT MARKETING
@MartijnBurgman January 2017
What is it, Should it do it, Where do I start?

VP & Head of Brand & Content
Started at Stylight June 2012
Join us to learn more at:
Content Marketing Munich Meetup
Tweet me yout questions
@Martijnburgman
MARTIJN BURGMAN

WHERE MILLENIAL WOMAN SHOP
8M+Unique Visitors per
month globally
50MPage Views per
month globally
800+Integrated partner
shops globally
630M
Influenced Gross Sales in euros
in 2015 globally
2.5M
Unique Visitors per
month in Germany
16M
Page Views per
month globally
58%
Users between age
18-34 in Germany
74%
Users between ages
18-44 in Germany
77%
Female Visitors
in Germany
Source: Google Analytics, AGOF digital facts 2016-05, StylightCompany Information
@MartijnBurgman CupoNation Nov 2016

THE BRAND AND CONTENT TEAM
@MartijnBurgman CupoNation Nov 2016
Social Media
Public
Relations
Content
Marketing
Design Editorial
16 Countries
Goal: Increase brand-awareness, domain authority & Sales

What is Content Marketing?
Do I need to do Content Marketing?
How and Where do I Start?
Tips & Tricks
Q&Aa
AGENDA

WHAT IS
CONTENT MARKETING?
Is it the next big thing?

Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly-defined audience.
To ultimately drive a profitable customer action.
“
“
Content Marketing Institute

Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly-defined audience.
To ultimately drive a profitable customer action.
“
“

WHAT QUALIFIES AS
CONTENT MARKETING?

CONTENT MARKETING
THE NEW THING?

CONTENT MARKETING
THE NEW THING?
Not really…

HOW DO WE RANK
THE BEST
RESTAURANTS
IN THE COUNTRY?

1900

1929 1983

1987 2013

AND THEN…

WHO KNOWS
TOM DICKINSON?

WHO KNOWS
TOM DICKINSON?
2006

WHO KNOWS
TOM DICKINSON?
2006
Blendtec Youtube Channel
907,470 subscribers
281,541,698 views
Joined 30 Oct 2006

SHOULD YOU BE DOING
CONTENT MARKETING?
Because everyone is?

WHAT IS YOUR GOAL?

WHAT ARE YOUR
BUSINESS GOALS?

START AT YOUR MARKETING & SALES FUNNEL
AWARENESS
INTEREST
CONSIDERATION
INTENT
EVALUATION
PURCHASE

COULD CONTENT HELP YOU
IN ACHIEVING BETTER RESULTS?

MAKE SURE YOU
TRACK & MEASURE
EVERYTHING

HOW DO I START?
The Foundation

WRITE DOWN WHAT YOU
WANT TO ACHIEVE
What is the goal, S.M.A.R.T.
The Why.

DEFINE YOUR TARGET GROUP & AUDIENCES
AND CLUSTER THEM BY INTENT
Who are you going to target
The Why. The Whom.

UNDERSTAND WHERE YOUR TARGET-AUDIENCE
IS AND WHICH CHANNELS THEY USE
Where and how are your going to get in front of your user
The Why. The Whom. The Where.

HOW CAN YOU BE VALUABLE AND RELEVANT
TO YOUR TARGET AUDIENCE
What is the story you are going to tell
The Why. The Whom. The Where. The What.

EXAMPLES OF
CONTENT MARKETING
AT STYLIGHT

STYLIGHT BLOG
http://blog.stylight.com/#
Employer Branding – Recruiting Goals
Goal – Showcase the “internal”
Stylight spirit to potential candidates
- Reach
- Social engagements
- Applications

STYLIGHT SHOPPABLE
CONTENT
Shoppable inspiration– Ecommerce Goals
Goal – Turn Stylight into the
Shoppable fashion & lifestyle
desitnation
- Branded & Organic Reach
- Sales
- COCR

STYLIGHT CONTENT
CAMPAIGNS
Branding Campaigns– Coverage & off-page SEO goals
Goal – Increase brandawareness and
ramp up domain popularity
- Earned Media Reach
- Brandmentions
- Backlinks

OUR WORKFLOW
How we create content campaigns at Stylight

OUR STYLIGHT WORKFLOW
PromoteIdeate CreateValidate MonitorBrainstorming Repurpose

MINIONISTA CAMPAIGN

Monitor the industry you are targeting (and the ones that influence yours)
Listen to your audience
Identify potential stories
Find and angle
BRAINSTORMING/LISTENING

How can we leverage to Minions hype within our industry?
(fixing the main idea and angle)
IDEATION

VALIDATION
Validate if your idea ticks all boxes and most of all that it’s relevant
Start a treasure hunt for potential hooks or amplifiers
Groom the idea
Check for competitive content

Tweaking Visuals
Evaluate Initial Concept
Refine Angles and Channels
Prepare for Promotion
CREATION

PROMOTION: HOW TO GET YOUR IDEA OUT
Owned Earned Paid
Target Audience

PROMOTION: HOW TO GET YOUR IDEA OUT
Owned Earned Paid
Website
Blog
Social Channels
Newsletters
Shares
Mentions
(PR)
(SEED)
Display Ads
Social Media Ads
Content Promotion
Platforms
Target Audience

GO FULL NSA
Monitor everything!

Spot social ripples & get to the source
React within minutes
Enrich content when needed
MONITORING

REACT & REPURPOSE

WHAT DID WE MESS-UP?
Nothing ever goes 100% right

Ran the campaign in the middle of shifting between 2 CMS installs
Branding you content smart
Understand where your audience is…
WHAT DID WE MESS UP?

OUR PLANNED GOAL
Quick campaign to earn some backlinks
and social shares during the summer break.

WHAT WE ENDED UP WITH
+700 linking root domains
Spread over 35 landing pages
Most linked page
200+ Linking root domains
850+ Backlinks

UNDERSTANDING YOUR AUDIENCE…

COMMUNICATION IS THE
MOST IMPORTANT ELEMENT
Make communication prio No.1

LAYER YOUR CONTENT
If you found a gem, make sure you use it more than once

AUTOMATE YOUR MONITORING
Listen Automate Analyse & Document
R
E
A
C
T

SOME FINAL TIPS AND TAKE AWAYS

START SMALL
Just as long as you start

FIND YOUR STORY
What is the story of your brand, what makes you unique?

UNDERSTAND YOUR AUDIENCE
Even if these are pets

INCLUDE EVERYONE WHO IS
IN TOUCH WITH YOUR AUDIENCE
Collect input from PR’s, Customer Servive & Sales Reps

THE TEAM OWNS THE CONTENT & GOALS
The team should be stronger than the sum of its parts

ALWAYS TEST YOUR CONTENT
Mom test, Coffeemachine test & A/B Test

ANALYSE SUCCESFULL
CONTENT OF OTHERS
Check how did they get pick-up

HIGH RISKS = HIGH REWARDS
And vice-versa

DON’T MAKE MORE CONTENT,
MAKE BETTER CONTENT
Please…

BE PROUD OF WHAT YOU CREATE
If you do not even share a piece of content, why whould anyone else…

TRY, FAIL, LEARN, REPEAT
If you don’t fail you are not trying hard enough

HAVE FUN IN
WHAT YOU DO
And Always Aim High

Never hesitate in contacting me
with any of your questions
Tweet me your questions
@Martijnburgman
Join us to learn more at:
Content Marketing Munich Meetup
THANK YOU

LETS DO THIS AGAIN
MEETUP.COM/
CONTENT-MARKETING-MUNICH/

Content Marketing Meet-up - What is content marketing it, Should it do it, Where do I start?

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