Content Marketing
SETS
Vorteile Content Marketing
Eigenschaften effektiver Content
Effektiver Content: relevant
Effektiver Content: personalisiert bsp.
Zielgruppe ansprechen, Fans gewinnen, Ranking in Suchmaschinen…
Relevant, personalisiert, lehrreich, geht auf Bedürfnisse und…
Aktuell und auf die Zielgruppe ausgerichtet
Liebe Touristiker
Vorteile Content Marketing
Zielgruppe ansprechen, Fans gewinnen, Ranking in Suchmaschinen…
Eigenschaften effektiver Content
Relevant, personalisiert, lehrreich, geht auf Bedürfnisse und…
Benefits of content marketing (5)
Qualities to make your content highly e…
Broadly speaking, we can group all cont…
Topical content def
- grow audience... - recruit brand advocates... - increase SEO... - gen…
content should:... - be relevant... - be personalized... - be education…
topical or evergreen
content that is newsworthy, time-sensitive, linked to a topic…
Benefits of content marketing (5)
- grow audience... - recruit brand advocates... - increase SEO... - gen…
Qualities to make your content highly e…
content should:... - be relevant... - be personalized... - be education…
Content Marketing
Steps of content marketing
Content
Benefits of aligning marketing content…
generating more business by reach potential customers, engagin…
1. understanding business objectives... 2. developing content str…
_____ is designed to answer questions or solve problems for pr…
1. Business has direction in developing content... 2. Consistency…
Content Marketing
generating more business by reach potential customers, engagin…
Steps of content marketing
1. understanding business objectives... 2. developing content str…
Content Marketing
Consumer Conversion
You deliver information that makes your…
If we deliver consistent, ongoing valua…
The strategic marketing approach of creating and distributing…
What is always a goal of content marketing?
In content marketing, instead of pitching your products or ser…
Content marketing belief
Content Marketing
The strategic marketing approach of creating and distributing…
Consumer Conversion
What is always a goal of content marketing?
Why does your business need a story?
What do you need to tell a great story?
What is the goal of business story tell…
What isn't a business story?
People want to connect and belong to a group... Reason to communi…
Golden circle... WHY - you are doing what you are doing? ... HOW -…
To make human connection
Its not blending in, its standing out! ... Its not saying the sam…
Why does your business need a story?
People want to connect and belong to a group... Reason to communi…
What do you need to tell a great story?
Golden circle... WHY - you are doing what you are doing? ... HOW -…
Relevant and Personalized
Topical Content
Evergreen Content
Awareness
what are the qualities of effective content?
- time-sensitive... - limited repurposing options
- timeless... - has a much wider relevancy
(most suitable type of content)... - GIF
Relevant and Personalized
what are the qualities of effective content?
Topical Content
- time-sensitive... - limited repurposing options
Content Marketing
Consumer Conversion
You deliver information that makes your…
If we deliver consistent, ongoing valua…
The strategic marketing approach of creating and distributing…
What is always a goal of content marketing?
In content marketing, instead of pitching your products or ser…
Content marketing belief
Content Marketing
The strategic marketing approach of creating and distributing…
Consumer Conversion
What is always a goal of content marketing?
Content marketing
The Benefits of Content Marketing
Qualities of highly effective content
Two types of content
the creation, publishing and sharing of content with the aim o…
- Ability to grow your audience... - Recruitment of brand advocat…
Relevant... Personalized... Educational... Addresses needs and interest…
Topical and evergreen
Content marketing
the creation, publishing and sharing of content with the aim o…
The Benefits of Content Marketing
- Ability to grow your audience... - Recruitment of brand advocat…
________ is often renowned for being th…
John Deere launched & distributed _____…
An organization should not create the _…
Content Aggregation Definition
1. John Deere
1. The Furrow... 2. 1895
1. Same... 2. Identical... 3. Price
1. The autonomous collection of information from numerous sour…
________ is often renowned for being th…
1. John Deere
John Deere launched & distributed _____…
1. The Furrow... 2. 1895
What is content marketing?
How long has content marketing been aro…
What's the Inbound Methodology?
What's content's relationship with the…
- Strategic marketing and business process focused on creating…
Content marketing has been around for a while (4200 BC, Caveme…
Attract (strangers)... Convert (visitors)... Close (Leads)... Delight (…
Content pulls people from one stage in the inbound methodology…
What is content marketing?
- Strategic marketing and business process focused on creating…
How long has content marketing been aro…
Content marketing has been around for a while (4200 BC, Caveme…
What is content marketing?
What's the Inbound Methodology?
What's content's relationship with the…
What's the difference between content m…
marketing process focused on creating content to attract an au…
Attract visitors, convert leads, close customers and delight p…
You can provide specific types of content for each step of the…
Content Marketing falls under the umbrella of inbound marketin…
What is content marketing?
marketing process focused on creating content to attract an au…
What's the Inbound Methodology?
Attract visitors, convert leads, close customers and delight p…
What are the qualities of effective con…
Topical vs. Evergreen content
Suitable type of content for each stage…
Why is community management so importan…
Personalized and Relevant
Topical: Time-sensitive and Limited repurposing... Evergreen: Has…
Awareness: GIF... Interest: Blog... Consideration: Webinar... Conversio…
Gain insights about your business in real time, Turn negative…
What are the qualities of effective con…
Personalized and Relevant
Topical vs. Evergreen content
Topical: Time-sensitive and Limited repurposing... Evergreen: Has…
Content Marketing
1st Sign of Content Marketing
Content
Inbound Methodology
A strategic marketing and business process focused on creating…
4200 B.C.
the message your content marketing strategy delivers
Attract... Convert... Close ... Delight
Content Marketing
A strategic marketing and business process focused on creating…
1st Sign of Content Marketing
4200 B.C.
What's the goal of business storytellin…
What isn't a business story?
What is the Golden Circle?
Why is the Golden Circle important to s…
to create alignment between your business, customers, and pros…
not your history... should be unique and have emotion
why-> how -> what
people don't buy what you do they buy why you do it... the why co…
What's the goal of business storytellin…
to create alignment between your business, customers, and pros…
What isn't a business story?
not your history... should be unique and have emotion
Content Marketing
1st Sign of Content Marketing
Content
Inbound Methodology
A strategic marketing and business process focused on creating…
4200 B.C.
the message your content marketing strategy delivers
Attract... Convert... Close ... Delight
Content Marketing
A strategic marketing and business process focused on creating…
1st Sign of Content Marketing
4200 B.C.
Origin of content media
Drivers of content media
Content marketing in practice
B2C Content marketing
In the development of the media
-Avoidance and resistance to advertising ... -Costs/effects of ad…
-Very popular... -Very little academic publications about it
most popular is social media content (92%)
Origin of content media
In the development of the media
Drivers of content media
-Avoidance and resistance to advertising ... -Costs/effects of ad…
Content
Marketing looks for....
Silo mentality
custom publishing
Textual or Visual conettn, positioned within the discipline of…
Conversion into more sales...
consequence of content marketing, lack of synergy
tradition in which brands try to strengthen their positioning…
Content
Textual or Visual conettn, positioned within the discipline of…
Marketing looks for....
Conversion into more sales...
During what stage of the consumer decis…
An automobile could be easily positione…
The term ___________________ is used to…
When making CB choices most humans natu…
Post-purchase processes
Safety, social (belongingness and love), and self-esteem.
Opinion Leaders
Imitation of others
During what stage of the consumer decis…
Post-purchase processes
An automobile could be easily positione…
Safety, social (belongingness and love), and self-esteem.
True or false? The first signs of conte…
Content marketing is most useful in whi…
True or false? Your inbound plan should…
Fill in the blank: Inbound and content…
False
every stage
true
empowering potential customer, providing valuable content that…
True or false? The first signs of conte…
False
Content marketing is most useful in whi…
every stage
Content Marketing campaigns
Audience segmentation
Creating content
Writing needs to be adapted for online…
The creation and promotion of online materials with the goal o…
The division of an audience into groups of who they are and wh…
To entertain, to inspire, to educate ... and to convince. When cr…
Online readers have a reduced attention span, due to being flo…
Content Marketing campaigns
The creation and promotion of online materials with the goal o…
Audience segmentation
The division of an audience into groups of who they are and wh…
Content Marketing
1st Sign of Content Marketing
Content
Inbound Methodology
A strategic marketing and business process focused on creating…
4200 B.C.
the message your content marketing strategy delivers
Attract... Convert... Close ... Delight
Content Marketing
A strategic marketing and business process focused on creating…
1st Sign of Content Marketing
4200 B.C.
what is the content marketing
content marketing definition
What content does
What does content entail
̶Content marketing is the cornerstone of all digital marketing…
̶Content marketing is a type of marketing that involves the cr…
̶Instead of pitching your products, you are providing truly re…
̶Online 'content' can be virtually any form of written, audito…
what is the content marketing
̶Content marketing is the cornerstone of all digital marketing…
content marketing definition
̶Content marketing is a type of marketing that involves the cr…
It's important to set realistic expecta…
1st Metric to Track Priority
2 Key areas to track progress
Actions you want to measure and track i…
Before you start evaluating the effectiveness of your content…
Is to grow your following then drive traffic to your website o…
Content Amplification as well as Conversion
Number of shares, comments, retweets, likes and favorites on t…
It's important to set realistic expecta…
Before you start evaluating the effectiveness of your content…
1st Metric to Track Priority
Is to grow your following then drive traffic to your website o…
Which Is True About Content And Its Rel…
What Are The Four Stages Of The Inbound…
True Or False? Content Marketing Is A R…
All Of The Following Are Content Market…
Content is needed to attract people to your site.... Content is…
Attract, Convert, Close, and Delight
False
Email copy... Technical SEO... Social media posts... Blogging... *TECHNIC…
Which Is True About Content And Its Rel…
Content is needed to attract people to your site.... Content is…
What Are The Four Stages Of The Inbound…
Attract, Convert, Close, and Delight
Product life cycle stages
Introduction Phase
Growth phase
Maturity Phase
1) Introduction... 2) Growth... 3) Maturity... 4) Decline
Few competitors, more about informing and educating consumers…
More market competition, product, gain market share, deal, str…
Most competition, full product line, most outlets, defend mark…
Product life cycle stages
1) Introduction... 2) Growth... 3) Maturity... 4) Decline
Introduction Phase
Few competitors, more about informing and educating consumers…