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

CONTENT MARKETING

@MartijnBurgman January 2017

What is it, Should it do it, Where do I start?

VP & Head of Brand & ContentStarted at Stylight June 2012

Join us to learn more at:Content Marketing Munich Meetup

Tweet me yout questions@Martijnburgman

MARTIJN BURGMAN



WHERE MILLENIAL WOMAN SHOP

8M+Unique Visitors per

month globally

50MPage Views permonth globally

800+Integrated partner

shops globally

630MInfluenced Gross Sales in euros

in 2015 globally

2.5MUnique Visitors per month in Germany

16MPage 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, Stylight Company Information

@MartijnBurgman CupoNation Nov 2016

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

What is Content Marketing?

Do I need to do Content Marketing?

How and Where do I Start?

Tips & Tricks

Q&Aa

AGENDA


WHAT IS CONTENT MARKETING?


Is it the next big thing?

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.


“ “Content Marketing Institute




“ “




“ “




“ “Content Marketing Institute

WHAT QUALIFIES AS CONTENT MARKETING?



CONTENT MARKETINGTHE NEW THING?


CONTENT MARKETINGTHE NEW THING?


Not really…

HOW DO WE RANK THE BEST

RESTAURANTS IN THE COUNTRY?




1900


1929 1983


1987 2013


AND THEN…


WHO KNOWS TOM DICKINSON?





2006



2006

Blendtec Youtube Channel

907,470 subscribers281,541,698 viewsJoined 30 Oct 2006

SHOULD YOU BE DOING CONTENT MARKETING?


Because everyone is?


WHAT IS YOUR GOAL?


WHAT ARE YOUR BUSINESS GOALS?


START AT YOUR MARKETING & SALES FUNNELAWARENESS

INTEREST

CONSIDERATION

INTENT

EVALUATION

PURCHASE


COULD CONTENT HELP YOU IN ACHIEVING BETTER RESULTS?


MAKE SURE YOU TRACK & MEASURE

EVERYTHING

HOW DO I START?


The Foundation


WRITE DOWN WHAT YOU WANT TO ACHIEVE

What is the goal, S.M.A.R.T.

The Why.


DEFINE YOUR TARGET GROUP & AUDIENCESAND CLUSTER THEM BY INTENT

Who are you going to target

The Why. The Whom.


UNDERSTAND WHERE YOUR TARGET-AUDIENCEIS AND WHICH CHANNELS THEY USE

Where and how are your going to get in front of your user

The Why. The Whom. The Where.


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.


EXAMPLES OF CONTENT MARKETING

AT STYLIGHT


STYLIGHT BLOG

http://blog.stylight.com/#

Employer Branding – Recruiting Goals

Goal – Showcase the “internal” Stylight spirit to potential candidates

- Reach- Social engagements- Applications


STYLIGHT SHOPPABLE CONTENT

Shoppable inspiration– Ecommerce Goals

Goal – Turn Stylight into the Shoppable fashion & lifestyle

desitnation

- Branded & Organic Reach- Sales- COCR


STYLIGHT CONTENT CAMPAIGNS

Branding Campaigns– Coverage & off-page SEO goals

Goal – Increase brandawareness and ramp up domain popularity

- Earned Media Reach- Brandmentions- Backlinks

OUR WORKFLOW


How we create content campaigns at Stylight

OUR STYLIGHT WORKFLOW


PromoteIdeate CreateValidate Monitor Brainstorming Repurpose

OUR STYLIGHT WORKFLOW


PromoteIdeate CreateValidate Monitor Brainstorming Repurpose

MINIONISTA CAMPAIGN


Monitor the industry you are targeting (and the ones that influence yours)

Listen to your audience

Identify potential stories

Find and angle

BRAINSTORMING/LISTENING


How can we leverage to Minions hype within our industry?(fixing the main idea and angle)

IDEATION


VALIDATION


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

Tweaking Visuals

Evaluate Initial Concept

Refine Angles and Channels

Prepare for Promotion

CREATION


PROMOTION: HOW TO GET YOUR IDEA OUT


Owned Earned Paid

Target Audience



Owned Earned Paid

Website

Blog

Social Channels

Newsletters

Shares

Mentions

(PR)

(SEED)

Display Ads

Social Media Ads

Content Promotion

Platforms

Target Audience



Owned Earned Paid

Website

Blog

Social Channels

Newsletters

Shares

Mentions

(PR)

(SEED)

Display Ads

Social Media Ads

Content Promotion

Platforms

Target Audience

GO FULL NSA


Monitor everything!

Spot social ripples & get to the source

React within minutes

Enrich content when needed

MONITORING


REACT & REPURPOSE


WHAT DID WE MESS-UP?


Nothing ever goes 100% right

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?


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?


OUR PLANNED GOAL


Quick campaign to earn some backlinks and social shares during the summer break.

WHAT WE ENDED UP WITH


+700 linking root domainsSpread over 35 landing pages

Most linked page 200+ Linking root domains850+ Backlinks

UNDERSTANDING YOUR AUDIENCE…


COMMUNICATION IS THE MOST IMPORTANT ELEMENT


Make communication prio No.1

LAYER YOUR CONTENT


If you found a gem, make sure you use it more than once

AUTOMATE YOUR MONITORING


Listen Automate Analyse & Document

REACT

SOME FINAL TIPS AND TAKE AWAYS


START SMALL


Just as long as you start

FIND YOUR STORY


What is the story of your brand, what makes you unique?

UNDERSTAND YOUR AUDIENCE


Even if these are pets

INCLUDE EVERYONE WHO IS IN TOUCH WITH YOUR AUDIENCE


Collect input from PR’s, Customer Servive & Sales Reps

THE TEAM OWNS THE CONTENT & GOALS


The team should be stronger than the sum of its parts

ALWAYS TEST YOUR CONTENT


Mom test, Coffeemachine test & A/B Test

ANALYSE SUCCESFULL CONTENT OF OTHERS


Check how did they get pick-up

HIGH RISKS = HIGH REWARDS


And vice-versa

DON’T MAKE MORE CONTENT,MAKE BETTER CONTENT


Please…

BE PROUD OF WHAT YOU CREATE


If you do not even share a piece of content, why whould anyone else…

TRY, FAIL, LEARN, REPEAT


If you don’t fail you are not trying hard enough

HAVE FUN IN WHAT YOU DO


And Always Aim High

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


THANK YOU

LETS DO THIS AGAIN


MEETUP.COM/CONTENT-MARKETING-MUNICH/