[pomp 2013] primož inkret - kako zgraditi vrhunsko cm strategijo v 13 korakih
DESCRIPTION
Kreativnost je vez med potrebami podjetja in ciljne skupine Specialist za razvoj sodobnih komunikacijskih orodij in spletnih rešitev. Po presoji vodilnih strokovnjakov s področja interneta in multimedijev eden najboljših spletnih urednikov na svetu. Primož Inkret je na podlagi razumevanja vloge komunikacijskih aktivnosti z zornega kota poslovne strategije zasnoval številne nove medije, med drugim tudi prvo slovensko interaktivno spletno revijo Egoist. Leta 2010 je bil za zasnovo in urejanje interaktivnih spletnih revij Pazi nase (Zavarovalnica Triglav) in Carzine (Porsche Slovenija) imenovan za najboljšega urednika na svetu. Strokovno znanje pri svojem delu črpa iz dolgoletnih izkušenj s področij marketinga in trženja, odnosov z javnostmi in urednikovanja ter znanj pridobljenih na mednarodnih strokovnih konferencah s področja vsebinskega marketinga in korporativnega založništva. Poglobljeno poznavanje klasičnih in novih medijev ter poslovnih strategij podjetji so osnove na katerih pripravlja zahtevne koncepte za korporativne medije, ki ustrezno in kreativno povezujejo potrebe podjetja in ciljne skupine. Primož Inkret je soustanovitelj in partner specializirane komunikacijske agencije PM, poslovni mediji, ki s strateško rabo orodji vsebinskega marketinga podjetjem zagotavlja dolgoročne rezultate. Je specialist za razvoj sodobnih komunikacijskih orodij, spletnih rešitev in medijev prihodnosti. Je ustanovni član svetovnega združenja izdajateljev korporativnih medijev, ustanovitelj slovenskega združenja korporativnih medijev in ustanovitelj mednarodne strokovne konference s področja vsebinskega marketinga POMP Forum. Strokovne in novinarske prispevke z njegovim podpisom lahko najdemo v medijih kot so Marketing Magazin, Finance in Podjetnik. O komunikacijskem pristopu vsebinskega marketing je predaval tudi na Univerzi v Ljubljani.TRANSCRIPT
Why is the Content
Marketing strategy
iMportant?
effects?
What should the strategy be like?
strategy of Content Marketing?
The Goal Isn’t to be Good at Content. The Goal is to be Good at Business, Because of Content.
CM strategy
Companies in the USA do not have CM strategy (document)
60 % +
effeCts
Of all companies which evaluate their CM strategies as not successful do
not have a CM strategy.
80 %
3 Conditions for sUCCess
1/3
Way
2/3
relation
3 Conditions for sUCCess
3/3
paradigM, proCess
3 Conditions for sUCCess
#poMp2013
the best marketing doesn’t feel like
marketing.
pillars of CM strategy
STORY PROCESS DISTRIBUTION
What is the right story and how to tell it?
What do we need and
how do we execute it
Own media +
„Marketing for marketing“
story
„pieCe“ of Content
Article, video, interview, infographics…
FB publishing, picture, twitter, instagram, e-mail news…
Where to get the stories froM?
Where do we find them?(Maybe we don’t even know they exist)
Developing External/Internal
authors and editorials
Overview of commendations and complaints
Following forums and
blogs
Following brange media (what are they writing about?)
story
What is a good story?
A story you would pay for!
•For me (mine)•Interesting (amazing)
•True (honest)
#poMp2012 a good story is the one yoU
are prepared to pay for.
story
Who is it Meant for?
How well do we outline the personas: •Based on positioning our products•Brainstorming in the conference room•Talking the buyers, conducting a poll
story
proCesses
deCisions
editorial Calendar
1. What shall we do (type of content)2. Which tools3. When4. How much5. Who is responsible for their production
proCesses
prodUCtion proCess
1. Defining process and roles of people involved2. Confirmation line (responsibilities?)3. Coordinating stories between tools4. Coordinating stories with advertising5. Coordinating activities with sale (CTA)
proCesses
Changing organisation
Managing Editors
Content Producers
Chief Content Officer
Chief Listening Officers
proCesses
BUilding ContaCts
•How many databases of contacts do we have?•Have we gained the approvals?•What is the quality of data?•How precisely do we know them?•Can we segment them?
proCesses
infrastrUCtUre
distriBUtion
distriBUtion
top kpi‘s:
•Web page visitors•Leads•Applications to free
testings•Conversion into buyers
•Brand relation•Maintaining customers
(loyalty)•Repeating buys
ConneCted lead ManageMent
Following the activity all the way to the sale level
Interest, need
Interest, need
Loyalty
Use
Research, looking for solution
Comparing solutions, defining purchase
Purchase
aCtivity plan
1. Public analysis and segment2. Persona/Target group defining3. Database and contact inventory (for later promotion) •Existingclientsdatabase •Potentialclientsdatabase •Offices,possibilityofgatheringcontacts
4. Prioritising goals (Infrastructure vs. Building contacts)5. Prioritising content marketing projects6. Content preparation7. Distribution, measuring, development and upgrading
What really Matters?
do We have the potential to sUCCeed?
1. Management support (trust)2. Excellent above-average content/stories
3. Editorial focus (regarding goals)4. Little cooks
the first qUestion?
How does the Content Marketing work in the crisis?
qUestions?
Igor SavičManaging DirectorPM, poslovni mediji
Twitter: @savicigor
Primož Inkret, MBAExecutive DirectorPM, poslovni mediji
Twitter: @pinkret