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Content Marketing Meet-up - What is content marketing it, Should it do it, Where do I start?

The term of “content marketing” has been buzzing for a while, but what does it really entail? Creating blogs, videos, e-books, infographic and white papers with thought-leadership content is only part of the equation. You also need to make sure the content supply chain and distribution channels are running smoothly, ready for market feedback.

Martijn Burgman - an expert of this topic who will share with you the foundation of content marketing, practical examples and actionable takeaways. Stay tuned for updates.

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Content Marketing Meet-up - What is content marketing it, Should it do it, Where do I start?

  1. 1. CONTENT MARKETING @MartijnBurgman January 2017 What is it, Should it do it, Where do I start?
  2. 2. VP & Head of Brand & Content Started at Stylight June 2012 Join us to learn more at: Content Marketing Munich Meetup Tweet me yout questions @Martijnburgman MARTIJN BURGMAN @MartijnBurgman January 2017
  3. 3. @MartijnBurgman January 2017
  4. 4. WHERE MILLENIAL WOMAN SHOP 8M+Unique Visitors per month globally 50MPage Views per month globally 800+Integrated partner shops globally 630M Influenced Gross Sales in euros in 2015 globally 2.5M Unique Visitors per month in Germany 16M Page Views per month globally 58% Users between age 18-34 in Germany 74% Users between ages 18-44 in Germany 77% Female Visitors in Germany Source: Google Analytics, AGOF digital facts 2016-05, StylightCompany Information @MartijnBurgman CupoNation Nov 2016
  5. 5. THE BRAND AND CONTENT TEAM @MartijnBurgman CupoNation Nov 2016 Social Media Public Relations Content Marketing Design Editorial 16 Countries Goal: Increase brand-awareness, domain authority & Sales
  6. 6. What is Content Marketing? Do I need to do Content Marketing? How and Where do I Start? Tips & Tricks Q&Aa AGENDA @MartijnBurgman January 2017
  7. 7. WHAT IS CONTENT MARKETING? @MartijnBurgman January 2017 Is it the next big thing?
  8. 8. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. To ultimately drive a profitable customer action. @MartijnBurgman January 2017 “ “ Content Marketing Institute
  9. 9. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. To ultimately drive a profitable customer action. @MartijnBurgman January 2017 “ “
  10. 10. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. To ultimately drive a profitable customer action. @MartijnBurgman January 2017 “ “
  11. 11. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. To ultimately drive a profitable customer action. @MartijnBurgman January 2017 “ “ Content Marketing Institute
  12. 12. WHAT QUALIFIES AS CONTENT MARKETING? @MartijnBurgman January 2017
  13. 13. @MartijnBurgman January 2017
  14. 14. CONTENT MARKETING THE NEW THING? @MartijnBurgman January 2017
  15. 15. CONTENT MARKETING THE NEW THING? @MartijnBurgman January 2017 Not really…
  16. 16. HOW DO WE RANK THE BEST RESTAURANTS IN THE COUNTRY? @MartijnBurgman January 2017
  17. 17. @MartijnBurgman January 2017
  18. 18. @MartijnBurgman January 2017 1900
  19. 19. @MartijnBurgman January 2017 1929 1983
  20. 20. @MartijnBurgman January 2017 1987 2013
  21. 21. @MartijnBurgman January 2017 AND THEN…
  22. 22. @MartijnBurgman January 2017 WHO KNOWS TOM DICKINSON?
  23. 23. @MartijnBurgman January 2017 WHO KNOWS TOM DICKINSON?
  24. 24. @MartijnBurgman January 2017 WHO KNOWS TOM DICKINSON? 2006
  25. 25. @MartijnBurgman January 2017 WHO KNOWS TOM DICKINSON? 2006 Blendtec Youtube Channel 907,470 subscribers 281,541,698 views Joined 30 Oct 2006
  26. 26. SHOULD YOU BE DOING CONTENT MARKETING? @MartijnBurgman January 2017 Because everyone is?
  27. 27. @MartijnBurgman January 2017 WHAT IS YOUR GOAL?
  28. 28. @MartijnBurgman January 2017 WHAT ARE YOUR BUSINESS GOALS?
  29. 29. @MartijnBurgman January 2017 START AT YOUR MARKETING & SALES FUNNEL AWARENESS INTEREST CONSIDERATION INTENT EVALUATION PURCHASE
  30. 30. @MartijnBurgman January 2017 COULD CONTENT HELP YOU IN ACHIEVING BETTER RESULTS?
  31. 31. @MartijnBurgman January 2017 MAKE SURE YOU TRACK & MEASURE EVERYTHING
  32. 32. HOW DO I START? @MartijnBurgman January 2017 The Foundation
  33. 33. @MartijnBurgman January 2017 WRITE DOWN WHAT YOU WANT TO ACHIEVE What is the goal, S.M.A.R.T. The Why.
  34. 34. @MartijnBurgman January 2017 DEFINE YOUR TARGET GROUP & AUDIENCES AND CLUSTER THEM BY INTENT Who are you going to target The Why. The Whom.
  35. 35. @MartijnBurgman January 2017 UNDERSTAND WHERE YOUR TARGET-AUDIENCE IS AND WHICH CHANNELS THEY USE Where and how are your going to get in front of your user The Why. The Whom. The Where.
  36. 36. @MartijnBurgman January 2017 HOW CAN YOU BE VALUABLE AND RELEVANT TO YOUR TARGET AUDIENCE What is the story you are going to tell The Why. The Whom. The Where. The What.
  37. 37. @MartijnBurgman January 2017 EXAMPLES OF CONTENT MARKETING AT STYLIGHT
  38. 38. @MartijnBurgman January 2017 STYLIGHT BLOG http://blog.stylight.com/# Employer Branding – Recruiting Goals Goal – Showcase the “internal” Stylight spirit to potential candidates - Reach - Social engagements - Applications
  39. 39. @MartijnBurgman January 2017 STYLIGHT SHOPPABLE CONTENT Shoppable inspiration– Ecommerce Goals Goal – Turn Stylight into the Shoppable fashion & lifestyle desitnation - Branded & Organic Reach - Sales - COCR
  40. 40. @MartijnBurgman January 2017 STYLIGHT CONTENT CAMPAIGNS Branding Campaigns– Coverage & off-page SEO goals Goal – Increase brandawareness and ramp up domain popularity - Earned Media Reach - Brandmentions - Backlinks
  41. 41. OUR WORKFLOW @MartijnBurgman January 2017 How we create content campaigns at Stylight
  42. 42. OUR STYLIGHT WORKFLOW @MartijnBurgman January 2017 PromoteIdeate CreateValidate MonitorBrainstorming Repurpose
  43. 43. OUR STYLIGHT WORKFLOW @MartijnBurgman January 2017 PromoteIdeate CreateValidate MonitorBrainstorming Repurpose
  44. 44. MINIONISTA CAMPAIGN @MartijnBurgman January 2017
  45. 45. Monitor the industry you are targeting (and the ones that influence yours) Listen to your audience Identify potential stories Find and angle BRAINSTORMING/LISTENING @MartijnBurgman January 2017
  46. 46. How can we leverage to Minions hype within our industry? (fixing the main idea and angle) IDEATION @MartijnBurgman January 2017
  47. 47. VALIDATION @MartijnBurgman January 2017 Validate if your idea ticks all boxes and most of all that it’s relevant Start a treasure hunt for potential hooks or amplifiers Groom the idea Check for competitive content
  48. 48. Tweaking Visuals Evaluate Initial Concept Refine Angles and Channels Prepare for Promotion CREATION @MartijnBurgman January 2017
  49. 49. PROMOTION: HOW TO GET YOUR IDEA OUT @MartijnBurgman January 2017 Owned Earned Paid Target Audience
  50. 50. PROMOTION: HOW TO GET YOUR IDEA OUT @MartijnBurgman January 2017 Owned Earned Paid Website Blog Social Channels Newsletters Shares Mentions (PR) (SEED) Display Ads Social Media Ads Content Promotion Platforms Target Audience
  51. 51. PROMOTION: HOW TO GET YOUR IDEA OUT @MartijnBurgman January 2017 Owned Earned Paid Website Blog Social Channels Newsletters Shares Mentions (PR) (SEED) Display Ads Social Media Ads Content Promotion Platforms Target Audience
  52. 52. GO FULL NSA @MartijnBurgman January 2017 Monitor everything!
  53. 53. Spot social ripples & get to the source React within minutes Enrich content when needed MONITORING @MartijnBurgman January 2017
  54. 54. REACT & REPURPOSE @MartijnBurgman January 2017
  55. 55. WHAT DID WE MESS-UP? @MartijnBurgman January 2017 Nothing ever goes 100% right
  56. 56. Ran the campaign in the middle of shifting between 2 CMS installs Branding you content smart Understand where your audience is… WHAT DID WE MESS UP? @MartijnBurgman January 2017
  57. 57. Ran the campaign in the middle of shifting between 2 CMS installs Branding you content smart Understand where your audience is… WHAT DID WE MESS UP? @MartijnBurgman January 2017
  58. 58. OUR PLANNED GOAL @MartijnBurgman January 2017 Quick campaign to earn some backlinks and social shares during the summer break.
  59. 59. WHAT WE ENDED UP WITH @MartijnBurgman January 2017 +700 linking root domains Spread over 35 landing pages Most linked page 200+ Linking root domains 850+ Backlinks
  60. 60. UNDERSTANDING YOUR AUDIENCE… @MartijnBurgman January 2017
  61. 61. COMMUNICATION IS THE MOST IMPORTANT ELEMENT @MartijnBurgman January 2017 Make communication prio No.1
  62. 62. LAYER YOUR CONTENT @MartijnBurgman January 2017 If you found a gem, make sure you use it more than once
  63. 63. AUTOMATE YOUR MONITORING @MartijnBurgman January 2017 Listen Automate Analyse & Document R E A C T
  64. 64. SOME FINAL TIPS AND TAKE AWAYS @MartijnBurgman January 2017
  65. 65. START SMALL @MartijnBurgman January 2017 Just as long as you start
  66. 66. FIND YOUR STORY @MartijnBurgman January 2017 What is the story of your brand, what makes you unique?
  67. 67. UNDERSTAND YOUR AUDIENCE @MartijnBurgman January 2017 Even if these are pets
  68. 68. INCLUDE EVERYONE WHO IS IN TOUCH WITH YOUR AUDIENCE @MartijnBurgman January 2017 Collect input from PR’s, Customer Servive & Sales Reps
  69. 69. THE TEAM OWNS THE CONTENT & GOALS @MartijnBurgman January 2017 The team should be stronger than the sum of its parts
  70. 70. ALWAYS TEST YOUR CONTENT @MartijnBurgman January 2017 Mom test, Coffeemachine test & A/B Test
  71. 71. ANALYSE SUCCESFULL CONTENT OF OTHERS @MartijnBurgman January 2017 Check how did they get pick-up
  72. 72. HIGH RISKS = HIGH REWARDS @MartijnBurgman January 2017 And vice-versa
  73. 73. DON’T MAKE MORE CONTENT, MAKE BETTER CONTENT @MartijnBurgman January 2017 Please…
  74. 74. BE PROUD OF WHAT YOU CREATE @MartijnBurgman January 2017 If you do not even share a piece of content, why whould anyone else…
  75. 75. TRY, FAIL, LEARN, REPEAT @MartijnBurgman January 2017 If you don’t fail you are not trying hard enough
  76. 76. HAVE FUN IN WHAT YOU DO @MartijnBurgman January 2017 And Always Aim High
  77. 77. Never hesitate in contacting me with any of your questions Tweet me your questions @Martijnburgman Join us to learn more at: Content Marketing Munich Meetup @MartijnBurgman January 2017 THANK YOU
  78. 78. LETS DO THIS AGAIN @MartijnBurgman January 2017 MEETUP.COM/ CONTENT-MARKETING-MUNICH/

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