episode 3: content marketing - · pdf filecontent marketing is a very effective way to make...
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Episode 3:
Content Marketing
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Content Marketing
Purpose: High-quality, purposeful content can be used to showcase an
organization’s expertise, leaving readers asking, “Who wrote this?”. Therefore,
content marketing is a very effective way to make customers, who did not know
about AIESEC before, aware of our service.
Main activities:
Posting written and visual content on blogs and social media
Publishing case studies, reports and infographics
Publishing videos and testimonials
Writing newsletters
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Different kinds of content- Articles
- Testimonials
- Newsletters
- Pictures / Illustrations
- Infographics
- Videos
- Case Studies / Reports
→ Recommendations:
- Adapt it your local market environment
- Make it interesting and relevant to your customer (e.g. by making it educational and providing
answers to your customers’ needs)
→ Possible KPIs: # of clicks, # of content reach, # of engagement, # of sign-ups
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Possible topics for creating content
Youth of Today Leadership World IssuesBusiness
environment
AIESEC /
Internship
Program
Generation Y & ZImportance of
leadership
Sustainable
Development /
SDGs
Recruiting young
talents
AIESEC History,
vision and
purpose
EducationHow to enable
leadershipDiversity
Employer
BrandingGlobal network
Youth Speak ResultsLeadership
qualities
Internationality /
CulturesBusiness culture
Benefits of
working with
AIESEC
Youth mobilityShared
LeadershipWelcome culture
Team
management
Success stories
(interns)
Value proposed
LeadersDigitalization
Success stories
(enablers)
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5 steps to implement content marketing
1. Come up with ideas your target customers might be interested in and define topic categories.
Research about these topics and transform your ideas into valuable content by writing short articles,
creating infographics, reports etc.
2. Collect testimonials from your current partners and transform them into videos or pictures with
quotes.
3. Create an editorial calendar to schedule on what day which kind of content will be published on your
channels.
4. Distribute the content on your channels (e.g. blog and social media pages). Make your content
shareable and try to engage your audience (e.g. by asking questions).
5. Look at the web analytics to track the performance of your posts. Make small changes to your
content strategy to see if you can increase the engagement and reach of your content.
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Content MarketingSuggestions for MC activities:
- Set up a national blog and national social media pages
- Create national content (e.g. about national events)
- Collect testimonials from national partners
- Collect the content from every LC by providing a system where LCs can submit their content
- Manage the distribution of content on your national channels
- Track the performance of your content strategy and adapt it accordingly
- Provide education and guidelines on how to create B2B marketing content for the LCs
Suggestions for LC activities:
- Find out what kind of content is relevant to the local customers (e.g. by conducting customer
interviews and asking what they are interested in)
- Create content according to your customers’ interests
- Collect testimonials of your local partners
- Submit all of the content to the national content collection system