Content Marketing and Content Matrix Guideline

CONTENTMARKETING

101

CONTENTMARKETING

101Jazman Barizi

National Vice President of Digital MarketingAIESEC in Indonesia 1516

Ask a lot of questions.

Logic thinking: on



What do they sell?

CREATIVITY

What do they sell?

RECIPE

What do they sell?

FREEDOM OF CHOICE

What do they sell?

SIMPLICITY

?

HOW TO DELIVERTHEKEY MESSAGE?

Content Marketing!

What is content marketing, again?

cREATE AND DELIVER CONTENTS

AWARE – APPEAL – ASK – ACT – ADVOCATE

3 CORES OF CONTENT MARKETING

Strategy execution measurement

Strategy

Understanding of your audience What, when, and howto create the best content.

Content Matrix

Specific conversion goals, key messages, content formats, and content delivery tactics

execution

2 buckets:

CONTENTCREATION

CONTENTDELIVERY

Tailoring it to their audience, peppering it with the right keywords, making it visually compelling, using pithy headlines and calls to action

Utilizing your website, social media, e-mail, or industry influencers, as well as developing sophisticated campaigns designed to nurture people through their buyer journey

1

2

measurement

8 PILLARSOF

CONTENT MARKETING!

A high level of Focus.If you target the 1st year/final year students, then be highly focused on it.

The right people.Make sure you understand the audience whole fully.

Clear conversion goals.Make the action for our market crystal clear. Example: Read article, register themselves, watch a video, click a button, etc.

Solid understanding of

What a Good content is and how to create it.

•Is the content really useful to your audience?•Is it easy to find the content?•Does it reflects your deep understanding of your audience?•Aligns with your brand aspirations?•Drives conversions?•Promotes engagement?

Before you share the contents, ask these questions to yourself:

A content rhythm.Be on time when you share the contents, and don’t lose the rhythm.

Tactics to amplify your messages.Choose the right channels. If we want bigger audience, then we need more channels right? (Hint: use PR partnerships with communities to use their social media channels!)

A sound approach to scaling your operations.Recycle some old posters/videos, perhaps?

Robust measurement and analysis.Analytics!

Let’s create A

Contentmatrix!

CONTENT TIMELINE

Set content matrix title and define your goal.Hint: Goal-based content matrix is better.

Aware Appeal Ask Act Advocate

UNIBEK EXCHANGE FAIR 2018 500 event visitors

CONTENT TIMELINE

Set the landing page and conversion goal.

Integrated promotion platform is always good to try, right?

AWARE – APPEAL – ASK – ACT – ADVOCATE

One step one conversion goal.

Follow SocMed Visit website Visit Info booth Sign-Up Showcase

Read article, follow this,

download this, be crazily out of the

box

Subscribe to mailing list, get in

touch with us (CP)

Submit challenges, bring

a friend, etc

Register on OP, Live chat on

LINE@ Account

Ask the EP returnee, share this post, etc.

Content marketing exists to help our audience move one step closer to our end goal by answering their questions (if we leave them questioning, they might lost their interests on

our products).

• Subscribe to your newsletter• Visit your website• Sign up for a free trial• Download a white paper• Follow you• Read a blog post• Tweet something

Headlines, Compelling images

Attractive, Interactive

Freebies

Clear call to action Visual looks Delight them


Read article Follow social media Visit website Sign-up online Share with friends

UNIBEK EXCHANGE FAIR 2018aiesec.or.id/unibekXF 500 event visitors

CONTENT TIMELINE

Decide how can they reach you/you reach them.

Outbound marketing vs inbound marketing

Simply put, outbound marketing is when we are reaching out to the target market. Example,event announcement poster, open recruitment poster, video showcasing our EP. We showwhat we have to the audience. Usually the communication flow is one way.

On the other hand, inbound marketing is when our promotional tools are inviting our targetmarket to interact with our contents (clicking buttons, filling form, reading articles). Some ofthe examples are share-worthy articles, personality test quiz that leads to product introduction,interactive video with choose-able story flow, etc. To sum it up, we create interaction withthe audience with two way communication flow.


Read article Follow social media Visit websiteCome to event and

sign-up for program

Share with friends


Outbound: door hangers

Outbound: tweets, FB posts, IG posts

Inbound: infographics and personality quiz

Inbound: advertisements, landing page

Outbound: Simple program explanation

Inbound: Event venue mapOutbound: Video explanation

on how to apply, profile picture template for applicants

Inbound: hashtag, landing site to showcase the applicantsOutbound: Profile picture

template for applicants, Thank you posters, after event video

CONTENT TIMELINE

What’s your content marketing format and message?

Graphic designer, videographer, article writers onboard!



sign-up for program

Share with friends






Outbound: Simple program explanation, registration form,

email confirmation for registrants



Inbound: hashtag, landing site to showcase the applicants

Outbound: Profile picture template for applicants, Thank you posters and emails, after event video, feedback

form

Articles, postersPosters, videos,

infographic posters

Website articles, video series, posters,

forms, email

Posters, pictures, video

Email, poster, video, form



sign-up for program

Share with friends






Outbound: Simple program explanation, registration form,

email confirmation for registrants



Inbound: hashtag, landing site to showcase the applicants

Outbound: Profile picture template for applicants, Thank you posters and emails, after event video, feedback

form

Articles, postersPosters, videos,

infographic posters

Website articles, video series, posters,

forms, email

Posters, pictures, video

Email, poster, video, form

• 5 Reasons why you should not go abroad (EP story)

• Don’t share this poster!

Personality Test: Which type of leader are you?

• Exchange Fair A to Z• What is

GYAP/IIP/TXP?

• How to apply• Treasure map of the

venue: places that you have to visit

I’m Global Citizen!

CONTENT TIMELINE

Compile all of them!See your content matrix comes to life.


Conversion Goal Conversion Goal Conversion Goal Conversion Goal Conversion Goal

Contact Method Contact Method Contact Method Contact Method Contact Method

Content Format Content Format Content Format Content Format Content Format

Content Message/Topic





Content matrix title(Goal)(Landing site)

HOW TO READ THE CONTENT MATRIX!

Aware

Read article


Articles, posters

• 5 Reasons why you should not go abroad ( EP Story)

• Don’t share this poster!

The conversion goal is to make people aware about the event, so during this period I will share contents that make people understand AIESEC value first.

How to make people aware? Hmm maybe I’ll share an article that reflectsAIESEC’s value which is leadership, but it has to make people be curious toread the article! So I will make people read the articles first in order to createthe awareness.

Door hangers! I will go with this title: “5 Reasons Why You SHOULD NOTGo Abroad”. When people read that, there will be this feeling of a doorhanging instead of closed…Hopefully people will fall for it!

The form should be an article with pictures…but in order to promote thearticle and make people want to read it I need something visual. Maybe aposter to attract people’s curiosity will help?

And BAM! Here we have the content title, and we can start making thearticle! The EP’s story of doing social projects abroad will reflect the EP’sjourney of acquiring intense experience which changes him a lot – so thataffects his leadership skill. People will be aware about AIESEC programs andwill look for further stories!

Conversion Goal

Phase Name

Content Method

Content Format


After that, put each content on the timeline according to your plan. And done!

UsefulLinks!

UsefulLinks!

Free license hi-res pictures:

www.unsplash.comwww.gratisography.comwww.compfight.com

Free infographic poster creator:(please don’t forget to crop the watermark)

www.piktochart.com

Website references for design

www.designtaxi.comPinterest (Mobile App)

Download everything for free

www.freepik.com

UsefulLinks!

UsefulLinks!

Free fonts!(Well not all of them are free but better than nothing, right?)

http://www.creativebloq.com/graphic-design-tips/best-free-fonts-for-designers-1233380

Content Marketing and Content Matrix Guideline

Education

good content

content rhythm

content formats

best content

pillars of content marketing

content delivery tactics

goalbased content matrix

bigger audience