Five keys to succesfull content marketing: Strategy, Target group analysis, Process, Distribution and Measurements. My presentation at Epic Content Marketing in Oslo May 19-20, 2016.
1. Content
5 keys to
Pontus Staunstrup @PStaunstrup
Marketing
This is my presentation from
Epic Content Marketing in Oslo
May 19-20. I’ve added boxes
like this one with clarifications
where necessary
5. Start with a strategy
@PStaunstrup
• Purpose and goals
• Target audience
• Messaging
• Content
• Formats/Channels
• Roles and process
• Measurements
6. @PStaunstrup
A real strategy
Analysis Guidelines Activities
A working strategy is not just an analysis
or setting objectives. You need to define
guidelines and activities as well
7. @PStaunstrup
Don’t wait
This slide is from
Altimeter Group. My
point here is that it’s too
late to create a strategy
and processes at the
3rd stage. Do it from the
start, even if in a very
simple fashion. It gets
much harder later on
11. @PStaunstrup
Can we increase x
with y?
Is it compatible?
Opex or Capex?
Often we only create
content for an audience
that knows almost as
much as we do
12. @PStaunstrup
What will the board say?
Are they reliable partners?
Are we the first
ones to buy this?
Will I be measured on this?
But the fact of the matter is that when the actual decision is
made, no one with any real knowledge is in the room. So we
need to create content that addresses other questions also
15. @PStaunstrup
Brath & Co
Great example of creating
content for an target audience
not in the know: Short videos that
answers very basic questions
16. @PStaunstrup
Mat.se
We can learn a lot from
e-commerce sites
based around recipes.
The purchase process
is very brief - find
recipe, decide the
number of portions, buy
21. RACI
@PStaunstrup
Tasks Responsible Accountable Consulted Informed
Planning
Content
manager
CMO Business areas Sales
Production Agency
Content
manager
Product owner
Internal coms
Sales
KAM
Publishing
Site manager
SocMedia man
Newsletter editor
Content
manager
PR
Sales
Marketing
Internal coms
Customer
service
Analysis
Content
manager
CMO Head of sales C-suite
To avoid a lengthy approval process, the
RACI model can come in handy
22. Content pyramid
@PStaunstrup
In-depth content
Customer case
Infographics
Image
Intro-level content
Build a pyramid using
content you create or
already have. Tear it
down by breaking up
bigger content products
into smaller chunks
28. Converged media
@PStaunstrup
Paid media Owned media
Earned
mediaMake sure you align efforts in
paid and earned media with
what you do in owned media for
better results
33. @PStaunstrup
From inspiration to leads
PostNord - Great example of combining native
advertising and content marketing, inviting a
defined audience to your own platform
36. @PStaunstrup
You need goals to measure
Purpose Goal Measurements
Build brand
Increase awareness w X
Engagement w Y
Views / Time spent
Social media engagement
Affinity to engage with more
Increase
marketing
efficiency
Lower costs w X
More re-use w Y
Improved quality
Costs
Frequency per channel
Improved process time/
money
Revenue
Increase sales w X
Improve conversion i e-shop
Proof of conversion
Increase of revenue in e-shop
37. @PStaunstrup
You need goals to measure
Purpose Goal Measurements
Better processes
Fewer calls to Customer
service
Improved UX
Savings on Customer service
Increased conversion
Improve customer
experience
Impact on development
Quicker information
Direct feedback
Customer satisfaction survey
Increased customer spend
Innovation
Product/Biz
development
Improved process
New revenue stream
Discontinue outdated products
39. Here are the keys again
@PStaunstrup
• Strategy
• Target group analysis
• Process
• Distribution
• Measurements
40. Three questions to start with
@PStaunstrup
• Do we really know our audience?
• Does our processes ensure efficiency
and quality?
• Are we measuring the right things?