10 Insights from Hooked On Customers | Bob Thompson, CEO of CustomerThink
Get your customers hooked with Content Marketing
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Transcript of Get your customers hooked with Content Marketing
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GET YOUR CUSTOMERS HOOKED WITH CONTENT MARKETINGPresentation at IHM, Stockholm by @parlagerstrom
CU revised June, 2011
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WHAT?
”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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CONTENT DRIVES DECISION MAKING!
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• http://www.youtube.com/watch?v=J80VHp_hIIA
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• http://www.youtube.com/watch?v=ZKCdexz5RQ8
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…AND CONTENT IS OPPORTUNITY
Where Content is working
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CONTENT - OWNED, PAID AND EARNED
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THE NEW MODEL OF CONTENT CONSUMPTION
• We are now dealing with educated buyers
• Word of Mouth has become Word of Mouse
Source: Content is critical in social media marketing | Search Engine Marketing News
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YOU ARE IN FOR THE LONG RIDE
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”””The currency in social media is value, and that value is created by producing and sharing valuable content.”
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MOVING FOM BRAND TO SOCIAL CONTENT
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THE PLATFORMS AND THE CHALLENGES
Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs
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CONTENT STRATEGY?
HOW IS MY CONTENT:GENERATED? PRODUCED? MULTIPLIED?
ACCESSIBLE? EASY TO VIEW? EASY TO USE AND SHARE?
?
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THE OLD WORLD:THE COMMUNICATOR AS THE TEACHER
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THE NEW WORLD: ALL IN THE PLAYGROUND - WHO’S IN YOUR GANG?
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THE CONTENT CHALLENGE:- CREATION- ENGAGEMENT
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CONTENT TACTICS- SOME STATISTICS
Source: www.market0.com, Junta42, Content marketing Institute and Marketing profs
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WHO?
PRODUCE YOUR CONTENT?
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CROWDSOURCING AND CURATING CONTENT
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STORIES ARE KEY
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• Comments• Blogpost• Tweets• Photos• Illustration
s• Video• Podcasts• Webinars• eBooks
WHAT TYPE OF CONTENT IS THERE?
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WHAT IS MY ENGAGEMENT STRATEGY?
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THROUGH YOUR MYNEWSDESK NEWSROOM - IN 1O MINUTES YOU CAN…
490 MILLION PEOPLE
50 MILLION PEOPLE
50 MILLION PEOPLE
200 MILLION PEOPLE
600 MILLION PEOPLE
PUBLISH BLOG
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SOME EXAMPLES
• http://www.youtube.com/watch?v=Wot64D3Odww&feature=player_embedded#at=35
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IN DETAIL - WILL IT BLEND?
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OUR OWN EXAMPLE – HOW MYNEWSDESK WORK
Blog
PR Insights
Newsroom
Our ”Contenthub”
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OUR BLOGS
How?• 3 weekly (guest or ”knowledge”, product
feature, Friday fun)• Editorial calender• Very careful with SEO, tags and categorization
Some numbers • Doubled the amount of reads in 2010• 20-25% of visitors writes the blog url or has it
as a favorite. • Links from Twitter, Facebook and LInkedIn
generates 10% of blog trafic. • The visitor reads in average 1:30 minutes.
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OUR SOCIAL MEDIA NEWSROOMS
• 7 newsrooms!• Small as large piece of news gets
published – doesn’t have to be a press release.
• We reach media, but also other influencers like customers, bloggers and own staff.
• Transparant – all staff can be found in newsrooms.
• SEO – you find us everywhere when searching.
• All content is uploaded automatically to our social media platform = saves time.