Episode 3:

Content Marketing

Content Marketing

Purpose: High-quality, purposeful content can be used to showcase an

organization’s expertise, leaving readers asking, “Who wrote this?”. Therefore,

content marketing is a very effective way to make customers, who did not know

about AIESEC before, aware of our service.

Main activities:

Posting written and visual content on blogs and social media

Publishing case studies, reports and infographics

Publishing videos and testimonials

Writing newsletters

Different kinds of content- Articles

- Testimonials

- Newsletters

- Pictures / Illustrations

- Infographics

- Videos

- Case Studies / Reports

→ Recommendations:

- Adapt it your local market environment

- Make it interesting and relevant to your customer (e.g. by making it educational and providing

answers to your customers’ needs)

→ Possible KPIs: # of clicks, # of content reach, # of engagement, # of sign-ups

Possible topics for creating content

Youth of Today Leadership World IssuesBusiness

environment

AIESEC /

Internship

Program

Generation Y & ZImportance of

leadership

Sustainable

Development /

SDGs

Recruiting young

talents

AIESEC History,

vision and

purpose

EducationHow to enable

leadershipDiversity

Employer

BrandingGlobal network

Youth Speak ResultsLeadership

qualities

Internationality /

CulturesBusiness culture

Benefits of

working with

AIESEC

Youth mobilityShared

LeadershipWelcome culture

Team

management

Success stories

(interns)

Value proposed

LeadersDigitalization

Success stories

(enablers)

5 steps to implement content marketing

1. Come up with ideas your target customers might be interested in and define topic categories.

Research about these topics and transform your ideas into valuable content by writing short articles,

creating infographics, reports etc.

2. Collect testimonials from your current partners and transform them into videos or pictures with

quotes.

3. Create an editorial calendar to schedule on what day which kind of content will be published on your

channels.

4. Distribute the content on your channels (e.g. blog and social media pages). Make your content

shareable and try to engage your audience (e.g. by asking questions).

5. Look at the web analytics to track the performance of your posts. Make small changes to your

content strategy to see if you can increase the engagement and reach of your content.

Content MarketingSuggestions for MC activities:

- Set up a national blog and national social media pages

- Create national content (e.g. about national events)

- Collect testimonials from national partners

- Collect the content from every LC by providing a system where LCs can submit their content

- Manage the distribution of content on your national channels

- Track the performance of your content strategy and adapt it accordingly

- Provide education and guidelines on how to create B2B marketing content for the LCs

Suggestions for LC activities:

- Find out what kind of content is relevant to the local customers (e.g. by conducting customer

interviews and asking what they are interested in)

- Create content according to your customers’ interests

- Collect testimonials of your local partners

- Submit all of the content to the national content collection system