Blockbuster Content - Learn from the Best.
Deck presented at the SMX Munich 2015 on March 18th 2015. For any additional questions or feedback, please do not hesitate in contacting me.
2. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 2
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Source:http://xmas.stylight.com/
Martijn Burgman
Head of PR & Content Marketing
3. Agenda
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 3
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
1.What defines Blockbuster Content
2.Case Studies
3.Learnings
4.Tips & Takeaways
4. What defines killer content?
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 4
5. Create things that your
target audience loves!
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 5
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
6. Create things that your
target audience loves!
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 6
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
7. What defines blockbuster content?
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 7
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value
8. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 5
9. PORNHUB – the wankband
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 9
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value
10. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 10
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
3517
610
0
1781
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http://www.pornhub.com/devices/wankband
Ext. Backlinks
Linking Domains
11. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 8
12. Big Group – Oscar Dresses
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 12
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value
13. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 13
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
http://www.biggroup.co.uk/oscar-dresses/
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Ext. Backlinks
Linking Domains
14. That’s easy, we can do that...
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 14
15. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 115
16. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 16
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
http://www.stylight.nl/Love/Amsterdam-Fashion-Week/
12
17. STYLIGHT– Amsterdam Fashionweek in numbers
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 17
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value
18. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 15
19. STYLIGHT– Fashionista’s Punderground
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 19
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
“Thanks, we had tons of fun here with our editors,
however we don’t really know what to do with it”
20. STYLIGHT– Fashionista’s Punderground
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 20
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value
21. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 21
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
http://www.stylight.co.uk/Love/London-Fashion-Punderground/
IMG URL
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Ext. Backlinks
Linking Domains
22. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 18
23. STYLIGHT– The suits of Barney Stinson
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 23
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value
24. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 24
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
http://www.stylight.fr/Love/Barney-Stinson-Icone-Mode/
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Ext. Backlinks
Linking Domains
25. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 251
26. STYLIGHT– New York vs. Paris Fashion Week
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 26
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Planning
Lifespan
Shareability
Engagement
GoalTargeting
Branding
Investment
User Value
27. Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 27
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
http://www.stylight.fr/Love/Paris-Vs-New-York-Fashion-Week/
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2
Ext. Backlinks
Linking Domains
28. STYLIGHT– New York vs. Paris Fashion Week
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 28
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Time invested Resulting Links
24 hours / 72
20 minutes
29. What have we learned?
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 29
30. Learning 1
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 30
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Always be critical when you work on a
campaign, and tweak as you go.
31. Learning 2
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 31
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Always try to keep a 360 degree
approach when it comes to your content
32. Learning 3
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 32
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Work with native people, who
understand the markets and can seed
your content
33. Learning 4
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 33
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
PR & Content Marketing is like gin &
tonic, good individually however so
much better when mixed
34. Learning 5
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 34
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
You don't have to invent the wheel over
and over again, however there are no
silver bullets
35. Tips & Take aways
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 35
36. Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 36
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Try to sweet spots in news
coverage, and tie in your content
37. Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 37
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Try to sweet spots in news
coverage, and tie in your content
Track progress on content pieces
via tools such as Trello or Asana
38. Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 38
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Try to sweet spots in news
coverage, and tie in your content
Automate mentions for your team,
(RSS Feedly IFTTT Google Docs)
Track progress on content pieces
via tools such as Trello or Asana
39. Tips and tools
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 39
BLOCKBUSTER CONTENT – ONLY LEARN FROM THE BEST SMX MUNICH 2015
Try to sweet spots in news
coverage, and tie in your content
Automate mentions for your team,
(RSS Feedly IFTTT Google Docs)
Track the roadmap of successful
campaigns, to figure out patterns
Track progress on content pieces
via tools such as Trello or Asana
40. Have a written Content Strategy
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 40
41. Know your Target Audience
Martijn Burgman | Never hesitate in dropping me a line! | martijn.burgman@stylight.com | 41