5 keys to content marketing

Content5 keys to

Pontus Staunstrup @PStaunstrup

Marketing

What keys?

@PStaunstrup

• Strategy • Target group analysis • Process • Distribution • Measurements

Strategy

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Why?

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• Necessary for a long-term effort • Saves time and money • Ensures efficiency

Start with a strategy

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• Purpose and goals • Target audience • Messaging • Content • Formats/Channels • Roles and process • Measurements

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A real strategy

Analysis Guidelines Activities

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Don’t wait

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Ericsson

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Target group analysis

Why?

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• Their pain points - your content • Who do you want to talk to • Where to find them - channels

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Can we increase x with y?

Is it compatible?

Opex or Capex?

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What will the board say?

Are they reliable partners?

Are we the first ones to buy this?

Will I be measured on this?

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Problem/Opportunity

Research

DecisionPurchase

Experience

Loyalty

Buyer’s journey

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Problem/Opportunity

Research

DecisionPurchase

Experience

Loyalty

Buyer’s journey

Eye-openers Peers Inspirational

Own platforms

Meetings

Delivery Service

Own platforms Loyalty programs

Search Social Paid/Earned

In-depth Cases White papers

Fact sheets Webinars Demos

Newsletters Special events

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Brath & Co

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Mat.se

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Process

Why?

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• Ensure efficient production • Re-use and re-purposing • Clear roles • Approvals

Process

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Planning

Approval Distribution

Production Quality control

Measure/ Analyze

Editorial calendar

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RACI

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Tasks Responsible Accountable Consulted Informed

Planning Content manager CMO Business areas Sales

Production Agency Content manager Product owner

Internal coms Sales KAM

PublishingSite manager

SocMedia man Newsletter editor

Content manager

PR Sales

Marketing

Internal coms Customer service

Analysis Content manager CMO Head of sales C-suite

Content pyramid

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In-depth content

Customer case

Infographics

Image

Intro-level content

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Projectplace

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Doctor Spin

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Distribution

Why?

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• It’s not enough to post • Optimize and develop • Think convergence • Content, not channels

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Digital content

Newsletters

Owned media (SEO)

Social media - Own

Apps

Partners

Social media - others

Paid media (native)

Forums etc

Converged media

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Paid media Owned media

Earned media

Convergence in practice

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Target Audience Goals

MessagePaid Earned Owned

Target Audience Goals

Message

Target Audience Goals

Message

Owned

Owned

Earned

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McDonalds

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Vingresor

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Microcontent

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From inspiration to leads

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Measurements

Why?

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• Only way to tell success • Improve and develop • Report upstairs

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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

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You need goals to measure

Purpose Goal Measurements

Better processesFewer 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

InnovationProduct/Biz development Improved process

New revenue stream Discontinue outdated products

Content efficiency

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• Production costs • Maximize reuse • Format efficiency • Channel efficiency

Here are the keys again

@PStaunstrup

• Strategy • Target group analysis • Process • Distribution • Measurements

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?

@PStaunstrup

@PStaunstrup

Staunstrup

www.staunstrup.se

pontus@staunstrup.seStaunstrup

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