Crash Course in strategic Content Marketing & a reader analysis
3 likes874 views
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.
Crash Course in strategic Content Marketing & a reader analysis
- 2. CRASH COURSE #1 THE BASICS IN STRATEGIC CONTENT MARKETING & UNDERSTANDING YOUR READER
- 3. Create value All. The (f**king). Time.
- 5. 2007
- 6. THE DOUBLE FRUSTATIONS OF DIGITAL COMMUNICATION
- 8. NO CONTINUES THINKING NO READER
- 9. ! NO READER
- 10. CAMPAIGNS ONLY AND (MAYBE) TARGET AUDIENCES
- 11. 2010
- 13. MATTER TODAY
- 15. Creatives,
- 20. Client focus?
- 21. Business challenges + process before project + reader perspective
- 22. Content Strategy + Content Marketing
- 27. IS NOTHING NEW
- 28. 1900
- 29. FOTO AV TROU. LICENSIERAT UNDER CC-BY-SA 3.0
- 30. HERE IS THE CRASH COURSE
- 31. 1
- 32. WHO DO YOU WORK FOR?
- 33. YOU WORK FOR THE PEOPLE
- 34. YOU WORK FOR THE PEOPLE (FOR THE SAKE OF YOUR CLIENT)
- 35. CREATE VALUABLE & USEFUL THINGS FOR THAT PERSON
- 36. THE READER
- 37. 2
- 38. WHY DO YOU DO THIS?
- 39. AND HOW DOES IT MATTER FOR YOUR (CLIENTS) BUSINESS?
- 40. DEFINE. SET OBJECTIVES. MEASURE. FOLLOW UP. CHANGE.
- 41. 3
- 43. YOU NEED AN EDITORIAL ORG
- 44. MEETING AROUND THE SAME TABLE REGARDLESS OF DIVISION OR DEPARTMENT
- 45. WHERE YOU FOLLOW UP AND CHANGE THE PLAN
- 47. CONTENT STRATEGY BRAND ASSETS READER INSIGHTS POSITION STORYLINES OBJECTIVES CHANNELS
- 48. CONTENT STRATEGY BRAND ASSETS READER INSIGHTS POSITION
- 49. WHAT VALUABLE STUFF CAN YOU PROVIDE YOUR READERS WITH? WHAT IS YOUR BRANDS ASSETS?
- 50. AND WHAT DOES YOUR READERS REALLY WANT & NEED
- 51. WHAT IS YOUR POSITION IN THE MEDIA LANDSCAPE OF YOUR READERS?
- 52. LETS HAVE A LOOK AT STENA LINE
- 53. Se filmen p奪 YouTube h辰r!
- 60. READERS. ASSETS. POSITION. STORYLINES. OBJECTIVES. CHANNELS
- 61. GET PRACTICAL.
- 62. GET A PLAN. CHANGE IT.
- 63. WE CALL THIS CONTENT PROGRAM
- 64. LETS GO TO A LIVE EXAMPLE
- 65. K辰lla: Klipp fr奪n Youtube
- 68. PR, advertising, community building, content marketing and service marketing
- 69. All integrated with and editorial org
- 70. Editorial org Content types Publication feed Community Management
- 71. Editorial org Content types Publication feed Community Management CPr Content Program
- 72. ustomer ser vcice Agencies Marketing C Sales PR IT ...
- 76. Meet Mats
- 77. K辰lla: Klipp fr奪n Youtube
- 79. LETS DO A RECAP. REMEMBER THREE THINGS
- 81. AND PACK IT UP IN A CONTENT STRATEGY
- 82. AND PACK IT UP IN A CONTENT STRATEGY + GET A PLAN: CONTENT PROGRAM
- 83. IF YOU CHOOSE TO ONLY REMEMBER ONE THING
- 84. THE READER
- 85. AND THIS IS WHERE WE START TODAY
- 86. HOW ABOUT YOUR READERS?
- 87. USUALLY WE USE A COMBINATION OF QUALITATIVE ANALYSIS AND QUANTITATIVE DATA
- 88. AND AS A STARTING POINT WE PERFORM A READER ANALYSIS
- 89. CALLING ON DIFFERENT PARTS OF THE ORGANISATION TO PARTICIPATE IN A WORKSHOP
- 90. AND WE USE A REMIX OF XPLANES WONDERFUL EMPATHY MAP
- 92. TODAY. THIS IS NO MORE.
- 93. WHY?
- 94. The average person looks at their phone 150 times a day Source: http://www.textually.org/textually/archives/2012/02/030229.htm
- 95. 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/
- 97. Source: Svenskarna och Internet 2012
- 98. Source: Svenskarna och Internet 2012
- 99. WHEN ARE WE CONSUMING CONTENT?
- 101. SO AS OF NOW. THIS IS DEVELOPED INTO SOMETHING NEW
- 102. THAT WE ARE LAUNCHING TODAY
- 103. AND WE ARE DOING THIS BECASE THE MEDIA USAGE IS CHANGING. FAST.