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#SEJSummit #Searchmetrics презентация
Содержание
- 1. #SEJSummit #Searchmetrics
- 2. Free 30-Day Trial Instant data.
- 3. Writer Editor Entrepreneur Speaker Instructor #SEJSummit #Searchmetrics
- 4. #SEJSummit #Searchmetrics Content created without specific
- 5. CONTENT MARKETING IS NOT A NEW CONCEPT. #SEJSummit #Searchmetrics
- 6. #SEJSummit #Searchmetrics
- 8. #SEJSummit #Searchmetrics
- 9. #SEJSummit #Searchmetrics
- 10. #SEJSummit #Searchmetrics WHAT WILL YOUR CONTENT DO? Inform Educate Entertain Convert
- 11. #SEJSummit #Searchmetrics WHO IS YOUR CONTENT FOR? Readers Existing customers Potential customers Other businesses
- 12. #SEJSummit #Searchmetrics KNOW YOUR AUDIENCE!
- 13. #SEJSummit #Searchmetrics WHO IS YOUR CONTENT
- 14. #SEJSummit #Searchmetrics KNOWING YOUR AUDIENCE—AND WHERE
- 15. #SEJSummit #Searchmetrics BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR BLOG
- 16. #SEJSummit #Searchmetrics BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR SERVICES
- 17. #SEJSummit #Searchmetrics BASIC CONTENT MODEL TO BUILD YOUR FACEBOOK PAGE
- 19. #SEJSummit #Searchmetrics What kind of
- 20. #SEJSummit #Searchmetrics REEVALUATE WHO YOUR CONTENT MARKETING STAKEHOLDERS ARE.
- 22. #SEJSummit #Searchmetrics THE RISE OF THE
- 23. #SEJSummit #Searchmetrics
- 24. #SEJSummit #Searchmetrics THE RISE OF THE
- 25. #SEJSummit #Searchmetrics LUCK IS WHAT HAPPENS WHEN PREPARATION MEETS OPPORTUNITY. - SENECA
- 26. #SEJSummit #Searchmetrics SINCE OREO EMBRACED CULTURE,
- 27. #SEJSummit #Searchmetrics
- 28. #SEJSummit #Searchmetrics
- 29. #SEJSummit #Searchmetrics
- 30. #SEJSummit #Searchmetrics
- 31. #SEJSummit #Searchmetrics RISE OF THE BRAND
- 32. #SEJSummit #Searchmetrics RISE OF THE BRAND
- 33. #SEJSummit #Searchmetrics RISE OF THE BRAND
- 34. “You need editors, not brand managers, who
- 38. #SEJSummit #Searchmetrics STOP TREATING CONTENT MARKETING
- 39. #SEJSummit #Searchmetrics Content created without specific
- 40. #SEJSummit #Searchmetrics MichelleDLowery linkedin.com/in/michellelowery plus.google.com/+MichelleLowery/
Слайд 2
Free 30-Day Trial
Instant data. Tweak strategies. Benchmark
competitors.
“We’ve started using it
Sebastian Wenzel, Webanalyticsbook
Use with multiple teams
Слайд 4
#SEJSummit
#Searchmetrics
Content created without specific goals is a waste of money, time
Content strategy begins well before the first word is written.
You need to think like a publisher.
Слайд 11
#SEJSummit
#Searchmetrics
WHO IS YOUR CONTENT FOR?
Readers
Existing customers
Potential customers
Other businesses
Слайд 13
#SEJSummit
#Searchmetrics
WHO IS YOUR CONTENT FOR?
People who:
like to read news about Europe
enjoy
follow a gluten-free diet
are new to retirement planning
Слайд 14
#SEJSummit
#Searchmetrics
KNOWING YOUR AUDIENCE—AND WHERE TO FIND THEM—ALLOWS YOU TO BUILD EFFECTIVE
Слайд 19
#SEJSummit
#Searchmetrics
What kind of content do you need?
What message does it need
How is content prioritized and organized?
How is content formatted and displayed?
What processes and tools are required?
What human resources are required?
How are key decisions about content and content strategy made?
How are changes initiated and communicated?
Graphic created by Kristina Halvorson and Melissa Rach
Слайд 22
#SEJSummit
#Searchmetrics
THE RISE OF THE BRAND NEWSROOM
Oreo
Coca-Cola
Two Brands finding success as publishers
Слайд 24
#SEJSummit
#Searchmetrics
THE RISE OF THE BRAND NEWSROOM
During Super Bowl XLVII, Oreo had
brand
marketing agency creatives
marketing agency strategists
and the brand legal team
all in a “war room” together.
Слайд 26
#SEJSummit
#Searchmetrics
SINCE OREO EMBRACED CULTURE, THE BRAND’S ANNUAL SALES GROWTH IS UP
Source:
http://www.fastcompany.com/3036086/oreo-tags-pop-culture
Слайд 31
#SEJSummit
#Searchmetrics
RISE OF THE BRAND NEWSROOM
Source:
http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-plug/
Director of Digital Communications and Social
Editor
Social Media Editor
Social Media Coordinator
Production Manager
Archivist
Graphic Designers
Analysts
Video crew
Freelance Writers
Freelance Photographers
The Coca-Cola Journey Team is Comprised of:
Слайд 32
#SEJSummit
#Searchmetrics
RISE OF THE BRAND NEWSROOM
Coca-Cola Journey is referred to as a
Launched in late 2012
In 2013, Journey published 1,200 articles and attracted 13.1 million visitors
Visits averaged 4:40 minutes per article
Source:
http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-plug/
Слайд 33
#SEJSummit
#Searchmetrics
RISE OF THE BRAND NEWSROOM
In March 2014, Coca-Cola hosted an international
Coca-Cola Journey international editors attended for training and networking
Source:
http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-plug/
Слайд 34“You need editors, not brand managers, who will push the envelope
“So one easy way to do that is to set people up…and give them really significant metrics—not about pageviews, but about mattering.
“And give them the resources…to go do work that matters.” – Seth Godin
Source:
http://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/
#SEJSummit
#Searchmetrics
Слайд 38
#SEJSummit
#Searchmetrics
STOP TREATING CONTENT MARKETING AS AN AFTERTHOUGHT, AND GIVE IT THE
Слайд 39
#SEJSummit
#Searchmetrics
Content created without specific goals is a waste of money, time
Content strategy begins well before the first word is written.
You need to think like a publisher.
Слайд 40
#SEJSummit
#Searchmetrics
MichelleDLowery
linkedin.com/in/michellelowery
plus.google.com/+MichelleLowery/
