Getting your content focus right - Taking your content to the next level
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Content creation and content distribution - Taking it to the next level Sara Öhman - 2015
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Transcript of Getting your content focus right - Taking your content to the next level
Content creation and
content distribution
- Taking it to the next level
Sara Öhman - 2015
Storm is coming…
…and Google
wont be enough!
We are going to need
a lot of friends…
…and a lot of
CONTENT!
- Heavy wights
- Running
- Consultant in
digital marketing
The content consumer of today…
We need
to catch them
in their optimal
emotional state
The right
content
What content
should we
create?
Awareness
Drive traffic
Activate
Convert
Engage
Build relationship
Videos and pictures in social media,
news letters, ads
Contests, product information,
services
Loyalty program
Guide
Communicate to convert!
Ownchannels
Earnedchannels
Paidchannels
InspireShare
Aware
ActivateEngage
Inspire
Help realize urge
Inspire to change
Argue for products/
services
Urge – Make aware
Product specific content
Argue for specific
products/services
Be findable in search
Teach - Activate
Make product/service
avaliable
Encourage to deeper
engagement
Show testimonals
Buy - Engage
Teach about the
product/service
Get testimonials
Encourage to share
Evaluation - Inspire
Our purpose Our storyTheir needs
Find your
narrative!
Tell your story!
Choose
tour
topics
Find your mix:How much space do you
need each topic to fill?
Fill in
Prioritize your
content
Brand Conversion
SEO Sharing
Checklist for your
digital content
Brand
Tonality Visuals Timing
Brand
Conversion
Conversion
Guide Disposition Emotions
SEO
SEO
Keywords
/topicsFoundation ”Linkability”
Sharing
Sharing
Adapt
to channels
Make
available
Create content
package
for influencers
Brand Conversion
SEO Sharing
What about your
content?
”No matter how good your content is
– You will never beat the kitten”
- Ben Huh, Cheezburger
Awareness
Drive traffic
Activate
Convert
Engage
Build relationship
Videos and pictures in social media,
news letters, ads
Contests, product information,
services
Loyalty program
Guide
Communicate to convert!
Ownchannels
Earnedchannels
Paidchannels
InspireShare
Earned channelsOwn channels Paid channels
Social media
Newsletters
Other channels – Such as sales
Own channels
1. Timing
2. Statement+Question
3. Call-To-Action
All you need to know about social media
When should you post?
As many connections as possible!
”Rapid response”
Monitoring
- Monitor keywords
- Be present and respond in time
Online magazines
Influencers/blogs
Forums
Earned channels
If you can’t beat them - Join them
Seed your content!
BlogsSocial mediad
Forums YOUR
FRIENDS!
Where?
#hashtags
1 % 9 % 90 %
1. Monitor 2. Process 3. Log
Working with bloggers
Get to know over a longer period of time
Create packages with content
Readers+Relevance in search engines
Working with bloggers
It’s all in your pitch
Use mail…
…or Twitter
Social media ads
Native ads or advertorials,
Sponsorships
Displaya ads and
marketing automation
Paid channels
Sometimes you need some advertising to get viral…
Campaigns
High production content
Content with high engagement organically
Boost with ads
Quantity Relevance
Earned channelsOwn channels Paid channels
Create your
checklist!
![The Speed Trap: When Taking Your Time [Really] …tompeters.com/wp-content/uploads/2018/08/speed_trap_0727...2 Tom Peters/2018.0727/7945words The Speed Trap: When Taking Your Time](https://static.fdocuments.net/doc/165x107/5f55e3356e04cf44955d8848/the-speed-trap-when-taking-your-time-really-2-tom-peters201807277945words.jpg)
