crash course in strategic content marketing & a reader analysis
DESCRIPTION
The deck from a Crash Course in strategic Content Marketing held at Hyper Island 6 February 2014. It covers the basics in the strategic Content Marketing practices of Matter (http://matter.se) and one of our primary tools for target audience analysis. Our Reader Analysis tool.TRANSCRIPT
HEJ HYPER PEOPLE!
CRASH COURSE #1 THE BASICS IN STRATEGIC CONTENT MARKETING
& UNDERSTANDING YOUR READER
All.Create value
Time.The (f**king).
2007
THE DOUBLE FRUSTATIONS OF DIGITAL COMMUNICATION
NO CONTINUES THINKING
NO CONTINUES THINKING NO READER
!
NO READER
CAMPAIGNS ONLY AND (MAYBE) TARGET AUDIENCES
2010
MATTER IS FOUNDED
MATTER TODAY
Creatives,
Creatives,Strategists
& ProducersCreatives,Strategists
& ProducersCreatives,Strategists
Client focus?
Business challenges + process before project + reader perspective
Content Strategy + Content Marketing
Strategic Content Marketing
Valuable Content. Everywhere.
STRATEGIC CONTENT MARKETING
IS NOTHING NEW
1900
FOTO AV TROU. LICENSIERAT UNDER CC-BY-SA 3.0
HERE IS THE CRASH COURSE
1
WHO DO YOU WORK FOR?
YOU WORK FOR THE PEOPLE
YOU WORK FOR THE PEOPLE (FOR THE SAKE OF YOUR CLIENT)
CREATE VALUABLE & USEFUL THINGS FOR THAT PERSON
THE READER
2
WHY DO YOU DO THIS?
AND HOW DOES IT MATTER FOR YOUR (CLIENT’S) BUSINESS?
DEFINE. SET OBJECTIVES. MEASURE.
FOLLOW UP. CHANGE.
3
GET THE ORGANISATION
ONBOARD
YOU NEED AN EDITORIAL ORG
MEETING AROUND THE SAME TABLE REGARDLESS OF
DIVISION OR DEPARTMENT
WHERE YOU FOLLOW UP AND CHANGE THE PLAN
3 ORGANISATION
2 OBJECTIVES
1 THE READER
CONTENT STRATEGY
BRAND ASSETS READER INSIGHTS
POSITION
STORYLINES CHANNELSOBJECTIVES
CONTENT STRATEGY
BRAND ASSETS READER INSIGHTS
POSITION
WHAT VALUABLE STUFF CAN YOU PROVIDE YOUR READERS WITH? WHAT IS YOUR BRAND’S ASSETS?
AND WHAT DOES YOUR READERS
REALLY WANT & NEED
WHAT IS YOUR POSITION IN THE MEDIA LANDSCAPE
OF YOUR READERS?
LET’S HAVE A LOOK AT STENA LINE
READERS. ASSETS. POSITION. STORYLINES. OBJECTIVES.
CHANNELS
GET PRACTICAL.
GET A PLAN. CHANGE IT.
WE CALL THIS CONTENT PROGRAM
LET’S GO TO A LIVE EXAMPLE
Sveriges största energisparexperiment
PR, advertising, community building, content marketing and service marketing
All integrated with and editorial org
Editorial org
Publication feed
Content types
Community Management
CPrContent Program
Editorial org
Publication feed
Content types
Community Management
MarketingAgencies Sales IT ... PR Customer servcice
Content Types
”Experten” ”Deltagaren” ”Fråga på stan”
Publication feed Week Site Facebook Newsletter PR Ads & TVC Twitter Instagram
1
2
3
4
5
Community Management
Sajt
Nyhetsbrev
PR
Reklam
Meet Mats
Integrerad kommunikationVecka Sajt Facebook Nyhetsbrev PR Reklam Twitter Instagram
1
2
3
4
5
MatsMats
Mats
MatsMatsMats
LET’S DO A RECAP. REMEMBER THREE THINGS
3 ORGANIZATION
2 OBJECTIVES
1 THE READER
AND PACK IT UP IN A CONTENT STRATEGY
AND PACK IT UP IN A CONTENT STRATEGY + GET A PLAN: CONTENT PROGRAM
IF YOU CHOOSE TO ONLY REMEMBER ONE THING
THE READER
AND THIS IS WHERE WE START TODAY
HOW ABOUT YOUR READERS?
USUALLY WE USE A COMBINATION OF QUALITATIVE ANALYSIS AND QUANTITATIVE DATA
AND AS A STARTING POINT WE PERFORM A READER ANALYSIS
CALLING ON DIFFERENT PARTS OF THE ORGANISATION TO
PARTICIPATE IN A WORKSHOP
AND WE USE A REMIX OF XPLANES WONDERFUL EMPATHY MAP
THINKING
SEEINGHEARING
DOING
TODAY. THIS IS NO MORE.
WHY?
The average person looks at their phone 150 times a day
Source: http://www.textually.org/textually/archives/2012/02/030229.htm
The average iphone users spend an average of 1 hour and 15 minutes on
their phones daily, as opposed to 49 minutes for Android users.
Source: http://www.experian.com/blogs/marketing-forward/2013/05/28/americans-spend-58-minutes-a-day-on-their-smartphones/
SOME SWEDISH DATA
WHEN ARE WE CONSUMING CONTENT?
Source: http://www.lukew.com/ff/entry.asp?1451
SO AS OF NOW. THIS IS DEVELOPED INTO
SOMETHING NEW
THAT WE ARE LAUNCHING TODAY
AND WE ARE DOING THIS BECASE THE MEDIA USAGE
IS CHANGING. FAST.
