Marketing Manager - Microsoft
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CONTENT STRATEGY: Setting Up Your Strategy For Results презентация
Содержание
- 1. CONTENT STRATEGY: Setting Up Your Strategy For Results
- 2. Who Are You? Why Content? Read:
- 3. Who Are You? CONTENT STRATEGY
- 4. What’s Your Name? What Do You Want
- 5. Why Content? CONTENT STRATEGY
- 6. CONTENT STRATEGY “In an ever fragmenting media
- 7. READ: Is Content The New Currency? CONTENT STRATEGY
- 8. CONTENT STRATEGY Read the article on Fast
- 9. Who Are Your Customers? CONTENT STRATEGY
- 10. CONTENT STRATEGY WHO ARE YOUR CUSTOMERS?
- 11. Establishing Objectives CONTENT STRATEGY
- 12. CONTENT STRATEGY 3 Major Objectives that Content
- 13. READ: Is Trust The New Currency? CONTENT STRATEGY
- 14. CONTENT STRATEGY READ the article on LinkedIn
- 15. The Neuroscience of Content CONTENT STRATEGY
- 16. CONTENT STRATEGY Because of BIOLOGY, content based
- 17. CONTENT STRATEGY Watch the video. What should
- 18. Behavioral Targeting CONTENT STRATEGY
- 19. CONTENT STRATEGY Five areas to help you
- 20. Key Performance Indicators CONTENT STRATEGY
- 21. CONTENT STRATEGY Body copy KEY PERFORMANCE INDICATORS
- 22. CONTENT STRATEGY Body copy KEY PERFORMANCE INDICATORS
- 23. CONTENT STRATEGY Let’s Diagnose the following CASE STUDY by IBM KEY PERFORMANCE INDICATORS
- 24. CONTENT STRATEGY KEY PERFORMANCE INDICATORS What did IBM Ask and Answer?
- 25. Additional Reading: Disruptive Content Marketing, Disciplined Results
- 26. Q&A CONTENT STRATEGY
- 27. THANKS! Body Level One Body Level Two
Who Are You? Why Content? Read: Is Content the New Currency? Who Are Your Customers? Establishing Objectives Read: Is Trust the New Currency? The Neuroscience of Content Behavioral Targeting Key
Слайд 2
Who Are You?
Why Content?
Read: Is Content the New Currency?
Who Are Your
Customers?
Establishing Objectives
Read: Is Trust the New Currency?
The Neuroscience of Content
Behavioral Targeting
Key Performance Indicators – What Does Success Look Like?
Establishing Objectives
Read: Is Trust the New Currency?
The Neuroscience of Content
Behavioral Targeting
Key Performance Indicators – What Does Success Look Like?
Слайд 4What’s Your Name?
What Do You Want to Learn?
What Do You Do?
What’s
the Last Song You Listened To Before You Came Here?
ARE YOU?
Слайд 6CONTENT STRATEGY
“In an ever fragmenting media world, the question to ask
yourself in the transforming world of media and marketing is: ‘How Do I Become Part of a Customer’s Dialog or Thought Recollection Every Day?’”
WHY CONTENT?
Слайд 8CONTENT STRATEGY
Read the article on Fast Company and be prepared to
discuss the following:
IS CONTENT THE NEW CURRENCY?
Слайд 12CONTENT STRATEGY
3 Major Objectives that Content Marketing Tries to Attain:
BRAND AWARENESS
VISITS
TO YOUR OWNED CHANNELS (Data Collection, Call to Action, Transaction)
SOCIAL DISCUSSION AROUND A TOPIC (Being Where People Engage and Interact)
SOCIAL DISCUSSION AROUND A TOPIC (Being Where People Engage and Interact)
ESTABLISHING OBJECTIVES
Слайд 14CONTENT STRATEGY
READ the article on LinkedIn and be prepared to discuss
the following:
What is your main goal for using content marketing?
What other types of content do your targeted customers enjoy?
What personas define those customers?
Is your content one-way or two-way in design?
What forms of content will work best to build a trust factor?
What is your main goal for using content marketing?
What other types of content do your targeted customers enjoy?
What personas define those customers?
Is your content one-way or two-way in design?
What forms of content will work best to build a trust factor?
READ: IS TRUST THE NEW CURRENCY?
Слайд 16CONTENT STRATEGY
Because of BIOLOGY, content based solely on logic and data
doesn’t resonate with audiences. Think about these three factors when designing:
Emotion
Passion
Personal Value
Emotion
Passion
Personal Value
THE NEUROSCIENCE OF CONTENT
Слайд 17CONTENT STRATEGY
Watch the video. What should you consider when you plan
to make content on behalf of your organization. What does Sinek say that you should consider when building content? What’s your purpose?
What Why
How How
Why What
What Why
How How
Why What
THE NEUROSCIENCE OF CONTENT
Слайд 19CONTENT STRATEGY
Five areas to help you find your audience and target
them effectively:
Search and Social Data
Creative Insights
Trending Topics
Social CRM
Platforms and Distribution
Search and Social Data
Creative Insights
Trending Topics
Social CRM
Platforms and Distribution
BEHAVIORAL TARGETING
Слайд 25Additional Reading:
Disruptive Content Marketing, Disciplined Results
How Social Engagement Metrics Inform Your
Content Marketing Strategy
Social by Design REMIXED
Social by Design REMIXED
CONTENT STRATEGY
Слайд 27THANKS!
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
GEOFFREY
COLON
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
@djgeoffe
gcolon@microsoft.com
Blog: FuturistLab.Tumblr.Com
SlideShare: slideshare.net/geoffreycolon
