A PRACTICAL APPROACH TO A B2B CONTENT MARKETING STRATEGY by Anders Lunde, Pravda

CONTENTMARKETING

Pravda / advertising- and digital agency

ANDERS LUNDE

Head of [email protected]

Social Media ManagerJYSK

Online Communicatorhummel

Communications internDanish Football Association

MA English/CommunicationsAarhus School of Business

WHO AM I?

WHY CONTENT

MARKETING?

DOWNL O A D

# Disloyal

# Fleeting attention

# Can benchmark price/quality

# Conscious

# Access to specialized knowledge

# Influenced by social media

DO YOU RECOGNISE YOUR CUSTOMERS?

CUSTOMER EFFECT COMPANY

NEED FOR KNOWLEDGE CONTENT LEADS/SALES

ANSWERS TO QUESTIONS DIALOGUE ACCESS TO CUSTOMER DATA

LOOKING FOR PEACE OF MIND THOUGHT LEADERSHIP POSITIONING BRAND / PEOPLE

“EASY ACCESS” SEO TRAFFIC

#1 Longer decision making process

#2 Greater need for information

#3 Possibility for in-depth relation with the buyer

WHY CM IN B2B?

# Non-religious

# Fail faster

# Ownership is everything

# Goals and processes

# Remember your: a Brand b Business objectives c Marketing strategy

WHAT IS A GOOD CM STRATEGY?

HOW CONTENT

MARKETING?

SAY HELLO TO

LOUISE

LOUISE

#1 PRE-ANALYSIS#2 WORKSHOP#3 FRAMEWORK

“SHORTCUT”

LOUISE’S TASKS:

Answers stupid questions – easy

Coordinate calenders and find time

for a workshop – hard

Time consumption: 5 hours.

#1 PRE-ANALYSIS1. THE BRAND HOW DOES CONTENT MARKETING APPLY?

2. UNIVERSE OF THE BRANDHOW ARE THE COMPETITORS DOING?WHAT IS HAPPENING IN THE INDUSTRY?

#2 WORKSHOP1. OWNERSHIP / COMMITMENT CREATE UNDERSTANDING OF THE IMPORTANCE.

2. TANGIBLE STARTING POINTNOW WE’RE OFF.

LOUISE’S TASKS:

Participate in workshop

Observe colleagues

Time consumption: 5 hours.

(Participation at workshop)

VALUES

VALUES + TARGET AUDIENCE

VALUES + TARGET AUDIENCE + EXISTING CONTENT

VALUES + TARGET AUDIENCE + EXISTING CONTENT + ROLES

VALUES + TARGET AUDIENCE + EXISTING CONTENT + ROLES+ NEW TYPES OF CONTENT

TOGETHER WE CREATE

NEWHORIZONS

#3 FRAMEWORKFROM WORKSHOP TO OUTPUT

MT Højgaard– content marketing strategy

Pravda. Februar 2016.

7

Content Framework

Our content are controlled and will be inspired from this framework.

It is a tool for selecting subjects and a guideline to reveal if our communication has the right means and goals.

The model is based on our brand idea:

TOGETHER WE CREATENEWHORISONTS

11

WE CREATE

”What do we actually present?”

Values:

▪ Thoroughness

▪ Pride

▪ Professionalism

▪ Passion

▪ Facts

▪ Work satisfaction and joy

Content Framework

SAMMEN SKABER VI NYE HORISONTER

SAY HELLO TO

MICHELLE

MICHELLE

?

THE CM WHEEL

1 234

56789

10

1 23

SUBJECT POOL WHAT CAN/DO WE TALK ABOUT?

321

MARKETING COMMUNICATION SALES

PM HR

#1 SUBJECT POOL

PRODUCTS

HIRINGS

EXHIBITIONS

CASES

RECRUITMENT

VIDEOS

WHITE PAPERS

JANUARY

FEBRUARY

MARCH

APRIL

MAY

JUNE

JULY

NATIONAL EVENTS

POLITICAL AGENDAS

NEWSJACKING

SEASONAL NEWS

INDUSTRY NEWS

TOP-OF-MIND

BRANDS DATE TARGET AUDIENCE

1 23

FORMATHOW DO WE SHAPE OUR MESSAGE?

432

1 23

CONTENT HUB WHERE DO WE PLACE OUR CONTENT?

543

1 23

ROLES WHO DOES WHAT?

654

KNOW-IT-ALL TRANSLATOR DISTRIBUTOR

HAS SPECIALIZED KNOWLEDGE OF A GIVEN SUBJECT

JOURNALISTIC FLAIR

INTERVIEWER

FORMULATES CONTENT

ADVERTISER

TARGET AUDIENCE

RELEVANT SOCIAL MEDIA

1 23

PURPOSE WHAT DO WE WANT TO ACHIEVE WITH OUR CONTENT?

765

THE

OF CONTENT

MARKETING &

SOCIAL MEDIA

EBCS

#5 PURPOSEENGAGEQUESTIONSCOMPETITIONSDISCUSSIONSVIDEOS

BRANDNEWSPRODUCTSFACTS

CONVERTSALESLANDING PAGESSIGN-UP FORMSPERMISSIONSLEADS

1 23

CALENDER STRUCTURE THE PRODUCTION OF CONTENT

876

EXAMPLEDate Category Content

hubTarget

audience Post Purpose Format Channel Know- it-all Translator Distributor

1/9 Together Website Contractors150 dayswithout

accidentsBrand Article LinkedIn Rasmus Rikke Michelle

#6 CONTENT CALENDER

1 23

DISTRIBUTION MESSAGE DEPENDENT

987

#7 DISTRIBUTION

BRAND 1

SOCIAL MEDIA FANS (FACEBOOK) 50.000

ORGANIC REACH (AVG.) 2%

TOTAL ORGANIC IMPRESSIONS 1.000

#7 DISTRIBUTION

AMBASSADORS 50

CONNECTIONS ON LINKEDIN (AVG). 400

ORGANIC REACH (AVG.) 60%

TOTAL ORGANIC IMPRESSIONS 12.000

#7 DISTRIBUTION

>>50-70%

#7 DISTRIBUTION

76%

1 23

ADVERTISINGREACH THE RIGHT TARGET AUDIENCE

1098

1 23

GO LIVEWHEN AND HOW OFTEN DO WE PRESS THE BUTTON?

1109

#9 GO LIVETHE SIMPLE ANSWERTRIAL & ERROR

THE INTELLIGENT ANSWER TRIAL & ERROR & LEARN

WHEN ARE YOUR FANS ONLINE?

0

5000

10000

15000

20000

09:00 pm06:00 pm03:00 pm12:0009:00 am06:00 am03:00 amMidnight Midnight

1 23

ANALYSIS & REPORTING WHAT DOES (NOT) WORK?

2110

FOLLOWERS IMPRESSIONS CLICKS INTERACTIONS ENGAGEMENT RATE TRAFIC TO WEB

Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff.

Jan

Feb

Mar

Apr

Maj

Jun

Jul

Aug

Sept

Okt

Nov

Dec

KPI 2016

#10 ANALYSIS

#10 ANALYSIS18:25

27,902

0.14 0.79 0.82

2m 29s 445.0425.000.00

251

46

THANK YOU QUESTIONS?