how content really performs
TRANSCRIPT
How content really performs onlineby @maartenvherck
Before we start…Please do not record this performance
Before we start…You have to ask yourself
Before we start…What are your goals online? And how will you measure them?
Before we start…What is your core target group? And what are they doing online?
Mechelen
30 years old mother of 2
Works at a fashion store
Listens to Indie Rock
Awareness Consideration & research
purchasepost
purchaseretention & advocacy
Feels
MoT
MoT MoT
MoT
Meet Fanny
Before we start…What are your touchpoints with this client? And what is the purpose of every single one?
earned
paid
owned
awareness consideration & research purchase post purchase retention &
advocacy
xxxxx.be login omgeving
tool callcenter kantoor / callcenter /
welkom boekje folders / flyers / boekjes
Radio / TV / …
Social social retention
Social ads
SEA
Display
Remarketing
Remarketing
Remarketing Social engagement ads
Performance advertising / cross-sell
vergelijkingssite
Word of mouth ambassadors
PR PR
ambassador program + cross-sell
Targeted e-mailing
adviseur
Listen Promote MeasureEngage
Promote MeasureListen Engage
Listen to the market, identify your competition, learn from their best practices and their biggest mistakes.
Listen Promote MeasureEngage
Engage your audience based on the goals you have in mind
Off-page Social Media Content Amplification E-mail Native Advertising
On-page Homepage Product Page Blog News Reviews
News
Blog
Testimonial
Prodpage
Blog
Important note: ALWAYS have some kind of CTA
Basic Advanced
Consumer initiated
Brand initiated
Content calendar
Conversation management,
QnA, blog content,…
Contentcampaigns
Amplifications through real time
campaigning
Conversation management, QnA, blog content,…
Big campaigns
Conversation management
Big campaigns
Big campaignsSmall
Listen MeasureEngage Promote
Promote your content so your content strategy is amplified with content marketing.
Social Media
Content marketing/ native ads
…
Blog
Website
Off-site On-site
Awareness - paid:Brand initiated content
Consideration - SEO:Consumer initiated content
Conversation management, QnA, blog content,…
Big campaigns
Conversation management
Big campaigns
Big campaignsSmall
ads
Listen Promote MeasureEngage
MONITORING and REPORTING will be an essential aspect to constantly optimize your content and content marketing.
Welcome Line up Friday Bands Tickets
xxxxx sessions
xxxxx sessions
xxxxx sessions
xxxxx sessions
xxxxx sessions
xx% xx% xx% xx%
SPECIFIC PAGE
Thank you.