Workshop: Content marketing in a corporate context - 2014

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    09-Jul-2015

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This workshop about content marketing in a digital corporate communication context was held during the KWD Webranking event. Workshop leaders from KW Digital were Joakim Arhammar, Content Strategist and Sara Hernandez, Client Director

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Content marketing in a corporate contextWorkshop - January 23, 2014Stockholm, Sweden Introduction to content marketing Case: KW Digital newsletter 9 steps to get started Workshop: What is stopping you from succeeding? Final thoughts and questionsThe agendaWHAT ISCONTENT MARKETING?Marketing through editorial contentthat the target group find educative, helpful or/and entertainingBuilding relationships using valuablecontentContent marketing is storytellingContent marketingThought leadershipThe trusted, expert resource in your niche wherever your stakeholders are onlineTop of mindSEO and always presentROICost-efficient communication, platform for crisis communication, reduce time of sale cycle, increase price margins, loyal stakeholdersWhat is the goal and gain? 9 of 10 customers use online to make buying decisions 60-80% of the research is made before asking for our (the selling side) help 93% of american B2B companies use contentmarketing 73% will produce more content in 2014 thanthe year before 30% of the marketing budget is used to create content 13 marketing channels are used in averageThe numbersSource: B2B Content Marketing: 2014 Benchmarks, Budgets and Trends--North AmericaWhat we know about our online target groups Online users are active and restless They pay with their time and attention They want to be entertained or educatedWe need to stop broadcasting and give them what theywant: Content that educates or/and entertains.Are weeducating and adding value or broadcasting?Broadcasting and braggingEducating and adding valueAdding value and education AND braggingNote that the most clicked on links aredirectly to the corporate website and notto our article. The educational valuefor the reader is to see the final product.What is good educating content online? Adds value Objective and credible Makes the reader feel smart (more likely to share) Puts the subject in a bigger context Entertaining Saveable and shareable Easy to digestExamplesDiscuss Do you educate or broadcast?1. Executive and sales buy in2. Define audience3. Find your stories and expertise4. Organize the crew5. Types of content6. Editorial calendar7. Distribution strategy8. Develop channels9. MeasureWhat are the steps to take? No one to produce the content Not enough time Not reaching the audience Not engaging the audience Not enough budgetWhat is stopping you from succeeding? No one to produce the content Not enough time Not reaching the audience Not engaging the audience Too large or too small niche Not enough budgetWhat is stopping you from succeeding?Roles neededContent ownersStrategistEditorsContentprovidersDistributorsCuratorsSite managersSocial media managers ProducersAnalyticsDiscuss How many of these roles can be filled by existing employees at your company? What roles are most important? No one to produce the content Not enough time Not reaching the audience Not engaging the audience Not enough budgetWhat is stopping you from succeeding?Discuss What online and offline content is already being produced? What can be re-used, re-shaped, spin-offed? No one to produce the content Not enough time Not reaching the audience Not engaging the audience Not enough budgetWhat is stopping you from succeeding?Discuss How can you reach your audience with existing online channels? What other types of owned, bought or co-created channels or distribution methods can be used? No one to produce the content Not enough time Not reaching the audience Not engaging the audience Not enough budgetWhat is stopping you from succeeding?Engagement is kingDiscuss What has been your most successful news/video/story/piece of content 2013? How did it differ from other content? No one to produce the content Not enough time Not reaching the audience Not engaging the audience Not enough budgetWhat is stopping you from succeeding?Not enough budgetDiscuss What would you do with an unlimited marketing budget? Content marketingis growing fast New roles and job titles New editorial products Video and visuality Mobile Measure your results Smarter adsWhats up in 2014?Questions? Joakim Arhammarjoakim.arhammar@kw-digital.com0761-09 05 44 Sara Hernandezsara.hernandez@kw-digital.com0761-09 05 06kw-digital.com slideshare.net/kwdigital/twitter.com/kwdigitallinkedin.com/company/kw-digitalfacebook.com/kwdigital