content marketing: what it is and how to go about it

Content Marketing is so 2013…Benjamin Ball – YourCoach BVBACEVORA – SYNTRA SBM

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• We offer personalised, creative solutions to your daily business problems. Fits any budget!

• Our innovative offering allows you to face today’s challenges with confidence and ease.

• This unique product will make your life so much better! There is nothing like it.

• Even if you think you don’t need it, you really do. Trust me!

• Here, try one free! Or buy one and get one free! Get a discount! Pay in installments! Get a FREE gift with it! Money-back guarantee!

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The modern customer…

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The modern customer

• Is critical and suspicious• Is sick of and ignores commercial, ‘official’ and

superficial messages• Seeks online, compares and is an expert himself• Finds references online from peers and from his

own network• Loves and trusts authenticity, stories and depth

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A new attitude for companies

Stop shouting and make yourself useful.

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“Content marketing is the only marketing left.” – Seth Godin

• Offering interesting and relevant information• To a specific focus group• Without immediate Call To Action or sales

pitch

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What is Content Marketing? (2)

• Pull Marketing= You show what you’re good at, and people choose when and why they make use of your services

• Long term strategy– Campaign (short peak) vs. Expert (gradual increase)

• Relationship building• A conversation

“Traditional marketing talks AT people. Content marketing talks WITH them.”

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Advantages

• It re-enforces your brand.• It makes you believable.• It creates Evangelists, WoM, Virality…• It costs less – in the long run.• It lasts, and lasts… and lasts.

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Drawbacks

• It takes time, and effort.• You’re giving away valuable information.• The results are slow, indirect and not always

measurable.

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Examples of Content Marketing

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Content Marketing avant la lettre

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Banks

KBC: Het Gat in de Markt

Triodos: Wat wil jij veranderen?

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Food & Drinks

Red Bull- Red BulletinAlbert Heyn - Allerhande

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E-Tail & Retail

Coolblue- YouTube channel

MediaMarkt- MediaZine

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The more technical, the more spectacular

Will it Blend?

DollarShaveClub.com

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Product Reviews

Koffiediscounter.nl

By the Grape

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Marketing & Communications

Wijs- Bart De Waele

Copyblogger

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And even…

Twinfield (accountants)

Haunted House Niagara Falls

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A bit of bragging:

• Blog• Free & paying e-books• Events– YourCoach Café– Open CoachDag

• SEO-pages (>1000)• Coaching portal

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What can you share?

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Content Marketing Strategy

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Ingredients for success in Content Marketing

• The 7 basic principles• Mission and Vision: who are you what are you

doing it for?• Focus group: Who wants your product/service?• Message: what will you talk about?• Form: how will you bring it?• Practical: who, where and when?

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The 7 Basic Principles

1. Think like a publisher = document and publish what you already do 2. It’s not a one-off. Create a workflow.3. It’s not about you. Be useful and relevant.4. Do something others don’t.5. Be independent and credible.6. Don’t try to ‘convert’.7. Use good titles.

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Step 1 – Vision and MissionVision

Mission

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What can you give?That has an impact.

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How will you deliver?Where?When?

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Defining your content: Message and Form

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MATRIX – Message media

About us Website News Events

I was here Technical usefulness

Product presentation

Our services

Sector opinion Short updates Downloads Book wisdom

Cases & Testimonials

From around here Personal Practical advice

Series Quotes Did you know… The Making of…

Behind the scenes Tips & Tricks Help Realisations

Poll Time snap Crowdsourcing …

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ASSIGNMENT

• Circle the Message Media you already use• Which 1 medium can you add, or which

existing one can you use more? Frame it.

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MATRIX – Form Media

Blog Book Press Speaking

Columns Teaching Mailings Social Media

Whitepapers Events Video Magazines

Apps Webinars Volunteering …

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ASSIGNMENT

• Circle the Form Media you already use• Which 1 medium can you add, or which

existing one can you use more? Frame it.

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Who’s going to make it?

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Practical

Which person(s) will manage your Content Marketing?

- Time- Expertise- Resources- Writing ability- Marketing knowledge

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If it’s you…

You can’t be Da Vinci every day

• Seek inspiration• Create in bulk• Program in advance

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Don’t forget about Follow-Up!

• React on comments, e-mails, questions…• Small adaptations• Guide leads (offer, practical information…)…

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Measuring

• Google Analytics• # Downloads• # E-mail addresses• # Comments• # Likes, Shares, Pins…• # Checkins (Foursquare)• # Quote/Sale/Enrollment…

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ASSIGNMENT – What’s your ‘voice’?

• Take a look at your strategy• How will you communicate?– To whom?– Content and form media– Where– When– …

• Formulate some concrete ideas and pass along.

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Thank you!

Questions?

Benjamin Ball (YourCoach)www.yourcoach.bebenjamin@yourcoach.be

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Practical planning

Strategy

Workflow

Publication

Follow-up

Measuring

Evaluation

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Content Marketing Strategy

• Vision. Where do I want to take my company?• Mission. What are my concrete goals for the next 5 years?• Conversion. What can others do to help me with that in the

near future?• Focus group. Who can help me? Who needs me?• Content. What is valuable to them?• Expertise and USP. What can I offer that matches that, and

that others don’t do as well (yet)?• Execution. How and when and where? Platforms, frequency,

style, tone… • Reporting. How will I measure the effect of my actions?

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Strategy

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Workflow

• Who’ll do it?• Which resources will be freed up?• When will it be done?• Where will the inspiration/the material come

from?• On what platforms?…TIP: Add 1 new platform at a time.

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ASSIGNMENT

• Write down your strategy – quickly.• Which points take time? Those need regular

work!• Formulatie 1 Action Point for tomorrow

(strategic expansion/practical todo)

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A new attitude for companies (2)

• Walk your talk– Authenticity– Transparancy– Human stories

• Focus on relationships, not sales– Interaction– Spread knowledge

• Expert in your trade– Know what you’re good at and show it– Don’t compare yourself to others (we’ll do it for you)