1.Content & Inbound Marketing Workshop, Athens: Part 1 Michael Leander > www.michaelleander.me > @michaelleander > #edeecontent <

2. Pictures here 3. Education doesnt make you happy. Nor does freedom. We dont become happy just because were free if we are. Or because weve been educated if we have. But because education may be the means by which we realize we are happy. It opens our eyes, our ears, tells us where delights are lurking, convinces us that there is only one freedom of any importance whatsoever, that of the mind, and gives us the assurance the confidence to walk the path our mind, our educated mind, offers. Iris Murdoch 4. A few reminders 5. The purpose of marketing is to acquire, convert, sustain and grow customers whom then in turn will attract other customers through referrals 6. Your target prospect is exposed to 6000 advertising messages every single day 7. Buyers are becoming more and more cautious Trust is critical Remember your trust emblems (positive associations, testimonials etc.) 8. Short attention span, loads of intrusion - how do you cut through the clutter? Brain filter Do I know you? Do I need you? Can I trust you? 9. How to get into the Mind Box? Unique passionate emotional authentic focused interactive meaningful 10. Changes in buying behavior impacts the sales cycles tremendously OTS* high to get a reaction No sex on the first date *OTS = Opportunity to see Referral & recommendation Latency increase incubationtime 11. WTF? I just wasted 200 bucks! 12. THE COLOSSAL OTS CHALLENGE Attention Action Message Message Message Message Message Action Increase Opportunity To See by multiple of 3, 5, 10 Pre launch phase Hard selling phaseNurture & convince phase The its all over phase 13. The importance of Es in the online space 1. Expectation 2. Excellence 3. Exciting 4. Experience 5. Emotions (leading to action) 6. Enablement 14. What really decides consumers to buy or not to buy is the content of your advertising, not its form. David Ogilvy 15. Using humor is fine, but make sure you connect to your core value proposition 16. Pay attention to details & dont be afraid to experiment, dont be afraid of failure Create a culture of experimentation 17. One 50 dollar marketing experiment became a massive content marketing success 18. Model for content, customization and personalization planning 19. FURDIC - > Related to content anywhere Can your visitors FURDIC ? Find Understand Relate Do Interact Complete (transaction) 20. FIND, Serve, Convert Dynamic Entry page Campaign Google Social 21. Most Wanted Response - What do we want people to do? - What do we want people to think? - What do we want people to learn? - How do we want people to react? - What next step do we want them to take? 22. Eyeballs are not a proper measurement of success, the number of actions are 23. Our content today Intro on content marketing & inbound Content strategy & content concept Tips & Tools Winners & fillers Video & Audio content Q&A and summarizing 24. Interactive workshop 25. Who are you? Name Company & role Briefly describe your experience related to content marketing 26. Groups & co-instructors 27. How did I get here? 28. Our goal for today Give you a better understanding of how to establish a content strategy Provide input to your most pressing questions Get inspiration that may help you improve your results 29. What is content marketing? 30. The idea is to tell a good story at the right moment to the right person. I mean this can be too sophisticated and rather simple at the same time Maria Kantza 31. What is content marketing? What you want to say What your audience wants to know 32. In the stream Content is needed to get into the stream of your audience No content, no eyeballs No eyeballs, no interaction (out of sight, out of mind) 33. Content in context = Higher conversion 34. Context, relevance and transparency arent just fads. They are real and just made your job 10 times harder. 35. #edeecontent @michaelleander Talk to customers as individuals not as segments or fragments #edeecontent @michaelleander 36. Connecting content to the buying process is crucial for ROMI success 37. iQuestion Time A quick marketing IQ test 38. Which reads the most words per minute the eye or the ear? 2.500 words per minute 125 words per minute Quote: Eye reads 20 times faster than the ear @michaelleander #adtechjkt 39. Picture economy is here to stay 40. Lets show the world who we are Take a picture of the person sitting next to you Have a chocolate or two Dont want your pic on Facebook cover your face Trondheim, Norway Sydney, Australia 41. Visuals stir emotions in a heart beat 42. Find a picture-editorial style that works in all channels 43. Hero shots telling stories 44. Use humor and demonstrate the benefit of your product 45. THE VOICE OF ME OR THE VOICE OF WE? 46. New challenges, new opportunities, new fads Touch 47. Repurposing of content 48. The lifetime of a content piece News driven Non news related Lives longer, relevant SEO power Shorter lifespan, but, if done right, opportunity for very significant impact. 49. Managing content over its lifetime Frequency Plan for repurposing Editing and updating interval Supporting stories Referencing back to the story from related stories X Y 50. Benefits of content marketing Attractors, engagement assets, thought leadership, positioning Information, education, inspiration, entertainment 51. SEO Social seeding Engaged listeners Y Email seed Z How to derive value from investments in content marketing? 52. What is it good for? Perceptio n Aware & Position Attract leads Thought leadershi p Get media coverage 53. Brand: Michael Leander Question: How does Michael Leander benefit from the following activity? 54. And dont forget the tactical aspects - most people like women - cleavage 55. How does Michael Leander benefit? 56. Dont count the customers you reach Reach those who count #edeecontent @michaelleander 57. The 200.000 inbound winner 58. Low count, but high conversion to customer 59. Content driven, engaging and differentiated approach Bedre Rd (Better Advice/More Affordable) portal engaged customers and ultimately lead to more qualified loan applications at a cheaper acquisition cost 60. A video portal as part of the content strategy and as an extension of training, speaking 61. Although 4 years old, still delivers 15 leads every single week 62. Like not like, like AIDA The power of social is in the share leading to action 63. AID+LIRAAttention > Interest > Desire + Like Interaction Recommendation - Action Engagement Share is good action counts Like is NOT a currency, engagements converting to actions are @michaelleander #adtechjkt 64. The power of social is in the share Page likes 5.000 Organic reach 845 Shared 222 Total reach 23.168 Clicks ? Likes 74 Call to action 65. The Power of Paper Multi-channel really is multi-channel. Across the board 25% of consumers prefer paper over digital in critical stages of the buying cycle 66. Make the share easy and make it count from desktops to mobility Think about - Images - Shared text - How to make the share convert 67. 0 Views Uruguay Amnesty Int. Campaign seeked to rise awareness about violence at child birth A problem area which no one knew existed Strong PR effect 68. 0 views a massive success 69. Oreo Daily Twist see video here Tweet: @michaelleander invent, integrate, interact is key #edeecontent 70. Oreo Daily Twist