Contenu Expert en Marketing

Transcription

1 Contenu Expert en Marketing PL1-LEO

2 Information sur le projet Titre: Code Projet: Contenu Expert en Marketing PL1-LEO Année: 2013 Type de Projet: Statut: Pays: Accroche marketing: Projets de transfert d'innovation Accordé PL-Pologne Les méthodes traditionnelles de promotion de produits deviennent moins efficaces. Il ya de plus en plus d'entreprises et de produits sur le marché de sorte qu'il est de plus en plus difficile de se démarquer de la concurrence. Marketing de contenu permet aux PME, spécialistes du marketing, des ONG et des pigistes pour se montrer, car tout le monde peut avoir quelque chose d'intéressant à dire - peu importe la taille et l'origine. Le partage des connaissances apporte des bénéfices dans toute entreprise. L'efficacité du marketing de contenu est confirmé par la recherche, mais son utilisation dans la pratique est ce qui importe le plus. Seule une approche globale détermine le succès ou l'échec. Résumé: Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.[1] Its advantage is that it can be effective even for small businesses that do not have large budgets. However, the effort needed to reach good results often appears to be too high compared to the potential benefits. Content marketing is inseparably connected with the Internet and new media requires a detailed knowledge of the rules for its use. Spread of good practices on the field of content marketing which have proven their value in other countries helps SME employees gain new skills that they can effectively use in their work. Moreover: The combination of knowledge and advertising significantly affects B2C relations, especially for SMEs, where direct with stakeholders, business image and relationships are more important than high volume advertising. As a result, development of these marketing skills means upgrading competences for more than 90% of companies in Europe and millions of their employees. The aim of the project was to provide practical knowledge of modern marketing through the implementation and testing of innovative methodology of Content Marketing in Poland, Italy, Austria and Malta. These activities increased the competitiveness of employees of SMEs and marketing specialist by introducing modern marketing tools in practice. Workers with these skills - tested in practice - significantly increased their chances of employment in marketing. The products of the project were ans still are widely available to people directly involved in this field (marketing employees in SMEs wanting to improve their professional skills). They are also available to SMEs which, thanks to the new expertise of their employees, are able to compete in the field of marketing with major companies. The products were designed in a modern and accessible way to expand their reach, even after end of the project. In addition, we organized a number of practical activities (workshops, conferences), so the practical results were and still are visible on the market. Outcomes of the project include: an innovative CMH transfer, pilot phase in partners countries and training materials. The main project results was the Content Marketing Handbook (CMH). [1]: According to Content Marketing Institute. : Thèmes: The partnership implementing the project consisted of 5 strong organizations. All partners had already conducted many projects in the field of innovative learning and adult education. Cooperating in this project, partners were sharing their knowledge and validating the Content Marketing Handbook (CMH) in each country. * Divers * Orientation professionnelle 2

3 Information sur le projet Sectors: Types de Produit: Information sur le produit: * Entreprise, TPE, PME * Enseignement Site Internet Matériel pour l'enseignement Matériel d'apprentissage The products of the project are: -Content Marketing Handbook version 1 - it consists of many different research, rules and good practices which help to evaluate and measure the efficiency of content marketing strategies. During CMEx project we collected this information and adjusted it to the needs of marketing specialists, SMEs owners and employees, NGOs, consulting companies and freelancers -Content Marketing Handbook version 2 - handbook which contains updated information, taking into account the results of testing phase -Website of the project gathering information and serving as database of project content related materials and video advice -Training materials for practical workshops training program, PowerPoint presentation, exercises, examples -Training materials for webinar trainings- training program, PowerPoint presentation, exercises, examples Page Web du projet: -10 pieces of video advice showing the functionality and practical usage of CMH. Video advice was prepared in English with subtitles in partners languages 3

4 Contractant du projet Nom: Ville: Pays/Région: Pays: Type d'organisation: Site Internet: Nowoczesna Firma S.A. Warszawa Mazowieckie PL-Pologne Entreprise de petite et de moyenne taille (jusqu'à 250 employés) Personne de Nom: Adresse: Ville: Pays: Téléphone: Fax: Site internet: Karolina Sikorska Puawska 465 Warszawa PL-Pologne

5 Coordinateur Nom: Ville: Pays/Région: Pays: Type d'organisation: Site Internet: Nowoczesna Firma S.A. Warszawa Mazowieckie PL-Pologne Entreprise de petite et de moyenne taille (jusqu'à 250 employés) Personne de Nom: Adresse: Ville: Pays: Téléphone: Fax: Site internet: Karolina Sikorska Puawska 465 Warszawa PL-Pologne

6 Partenaire Partner 1 Nom: Ville: Pays/Région: Pays: Type d'organisation: Site Internet: Sviluppumbria S.p.A Perugia Umbria IT-Italie Institution publique Partner 2 Nom: Ville: Pays/Région: Pays: Type d'organisation: Site Internet: ManagementObservatory Foundation Warszawa Mazowieckie PL-Pologne Association/organisation non gouvermentale Partner 3 Nom: Ville: Pays/Région: Pays: Type d'organisation: Site Internet: ABIF - Analysis, Consulting and Interdisciplinary Research Wien Vienna AT-Autriche Autres Partner 4 Nom: Ville: Pays/Région: Pays: Type d'organisation: Site Internet: Paragon Europe Mosta Malta MT-Malte Autres 6

7 Partenaire Partner 5 Nom: Ville: Pays/Région: Pays: Type d'organisation: Site Internet: Umbria Innovazione Terni Umbria IT-Italie Autres 7

8 Données du projet CMEx Flyer_EN.docx CMex_flyer cmex_logo_final.pdf CMEx logo CMEx_Questionnaire_FINAL.docx Questionnaire for SMes CMH_DE_www.pdf Content Marketing Handbook v.1 DE CMH_EN_www.pdf Content Marketing Handbook v.1 EN CMH_IT_www.pdf Content Marketing Handbook v.1 IT CMH_PL_www.pdf Content Marketing Handbook v.1 PL CMH_v.2_DE.pdf Content Marketing Handbook v.2, DE cmh_v.2_en_www.pdf Content Marketing Handbook v.2, EN CMH_v.2_IT.pdf Content Marketing Handbook v.2,, IT cmh_v.2_pl_www.pdf Content Marketing Handbook v.2, PL 8

9 Données du projet Desk Research Austria.docx Desk research - FOZ.pdf Desk research desk_research_malta.pptx desk research_nf.docx Desk research_nf desk research Umbria Innovazione.doc logo_obserwatorium.jpg Logo_MOF Logo Paragon.jpg Paragon Europe_logo logotyp_nfpl+nowoczesnafirma-01.eps Logo_NF LOGO UI.jpg Logo_Umbria Innovazione Training materials_cmex.pptx Training materials for workshops, EN Training materials for webinars_en.pptx Training material for webinars, EN 9

10 Produits Evaluation and Quality Management Plan Website of the project Content Marketing Handbook v.1 Training materials for practical workshops Training materials for webinar trainings Dissemination and exploitation plan Mid-term evaluation report from the first year of the project implementation. Protocol of transnational cooperation Content Marketing Handbook v.2 Pilot Phase Report 10 video advises Final evaluation report at the end of the project realization 10

11 Produit 'Evaluation and Quality Management Plan' Titre: Evaluation and Quality Management Plan Type de Produit: Méthodes d'évaluation Texte marketing: This evaluation plan will give you an overal knowledge about methods that will be used during project's evaluation. : The major aim of the Evaluation and quality management plan (EQMP) for the CMEx project is to ensure that project processes and products meet the quality standards as they are agreed and expected by the project partners and the Commission. For each stage of the project there are targets to accomplish as it is described in the project proposal. The progress will be monitored along defined indicators by abif and requires the cooperation of all partners. In this way transparency of the processes can be ensured and difficulties or inconsistencies can be identified early. : Partners Résultat: WP 4 Domaine d'application: The product is used in the process of evaluation. Adresse du site Internet: Langues de produit: anglais product files Evaluation and Quality Management Plan_CMEx.pdf EQMP &prd=1 11

12 Produit 'Website of the project' Titre: Website of the project Type de Produit: Site Internet Texte marketing: Content Marketing is just what you need. Take a look at our site! : Website of the project contains all information relevant to the project: about partners in the project, results, practical workshops, news and to coordinator and the rest of partners. : SMEs, marketing managers Résultat: Domaine d'application: Adresse du site Internet: Langues de produit: italien polonais anglais allemand product files English version2.png screen of the website &prd=2 12

13 Produit 'Content Marketing Handbook v.1' Titre: Content Marketing Handbook v.1 Type de Produit: Autres Texte marketing: The main results of the project is Content Marketing Handbook (CMH). A user will be able to find researches about content marketing available in the market, examples of good practice that will help to measure the effectiveness of marketing strategy. : MH is a comprehensive publication about content marketing consisting of 8 chapters. It contains general information about the project and content marketing (chapter 1: Foreword, chapter 2: Introduction to Content: Definition of Content Marketing and History & Evolution of Content Marketing, chapter 3: Objectives, Benefits and Strategy of CM) as well as more detailed information. One of it's big advantage is the research conducted in each partnership country which was an additional work done by the consortium. There was no such research in the proposal but the consortium decided to have one because we wanted to know more about our target group and the way they use content marketing. Partners ed companies and asked for completing prepared questionnaire or met someone from the company directly. This was very in-detailed research and hard work so we're especially proud of it. The results and description of the research is in chapter 7. What's more, consortium decided to gather best practices from each country - what was also an additional work. Partners didn't find those best practices in the Internet, but ed SMEs directly and asked for such example which was a really hard work to do because it required deeplier relationship with those companies. Interntional best practices can be found in chapter 6. Those two actions: conducting the research and gathering best practices required a with our target group which in the end spread the information about the project. In chapter 4 there is a big portion of information about CM tools (15 different tools) presented in a very attracctive way (infographics). Chapter 5 is about CM strategy - it consists of 7 simple steps for SMEs, explaining how to define CM strategy in the company. The concept of steps was created by the consortium. In the end of CMH one can find also a Glossary, a few schemes which present several aspects of CMH in interesting way and other appendixes. The graphic design of CMH v.1 is adequate to the topic of the publication. It's very catchy and attractive. : marketing specialists, SMEs owners and employees, NGOs, consulting companies, freelancers Résultat: WP2 Domaine d'application: Spread the knowledge about Content Marketing, implementation of innovative solutions, teaching about CM strategy and tools, showing best practices Adresse du site Internet: Langues de produit: italien allemand polonais anglais product files CMH_DE_www.pdf Content Marketing Handbook, v.1, German version &prd=3 13

14 product files CMH_EN_www.pdf Content Marketing Handbook, v.1, English version CMH_IT_www.pdf Content Marketing Handbook, v.1, Italian version CMH_PL_www.pdf Content Marketing Handbook, v.1, Polish version

15 Produit 'Training materials for practical workshops' Titre: Training materials for practical workshops Type de Produit: Matériel d'apprentissage Texte marketing: Training materials concerning each topic are attached as power point presentations. This materials will allow the target group to implement content marketing in his/her company, what was one of the project's objective. Based on trainings, CMH will be evaluated which is another of the project's objective. : Training programme, PowerPoint presentation, exercises, examples. Training materials are consistent with CMH. They show, in an attractive way, the usefulness of information from the methodology. They present also practical examples and exercises, like showing examples of best practices with the use of different tools. First, the consortium presents the project (partners, aims, results). Then the following topics will be discussed: CM (definition, history, benefits, international examples); CM tools (selected from CMH v.1); the results of project s survey the use of CM in companies; how to measure the effectiveness of CM; defining a CM Strategy; the future of CM. Training materials are also consist of some teamwork exercices which will be done in each day of training. : marketing specialists, SME's owners and employees Résultat: WP2 Domaine d'application: The consortium will use it during trainings in Poland, Austria, Italy and Malta. Adresse du site Internet: Langues de produit: italien allemand anglais polonais product files GERMAN_WS_materials_CMEx.pptx Training materials for workshops, German version Training materials_cmex_italian.pptx Training materials for workshops, Italian version Training materials_cmex_pl.pptx Training materials for workshops, Polish version Training materials_cmex.pptx Training materials for workshops, English version &prd=4 15

16 Produit 'Training materials for webinar trainings' Titre: Training materials for webinar trainings Type de Produit: Matériel d'apprentissage Texte marketing: Training materials will allow to systematize the course of activities during webinar sessions. The level of awareness regarding content marketing tools and CM strategy will be bigger - which is one of the objective of the project. Training materials will help to facilitate trainings with ready to use materials. : Training programme, PowerPoint presentation, exercises, examples. Materials for webinar trainings based on CMH and topics presented in the methodology. It consists of theory and practical information, as well as examples and exercises. Topics presented in those materials: about the project presentation of Content Marketing Expert; the survey about the use of CM in Polish companies - presentation of results; content is a king - some statistics about content in the Internet. : marketing specialists, SME's owners and employees Résultat: WP2 Domaine d'application: Those materials will be used during webinars in Poland. Adresse du site Internet: Langues de produit: polonais anglais product files Training mater.webinars_en.pptx Training materials for webinars, English version Training mat. webinars_pl.pptx Training materials for webinars, Polish version &prd=5 16

17 Produit 'Dissemination and exploitation plan' Titre: Dissemination and exploitation plan Type de Produit: Méthodes de distribution Texte marketing: The product is very important in terms of the project's promotion. It contains traditional and modern channels of promotion and describe tools which will be used to achieve promotional goals. : D&E plan takes into account needs of the project, its users and other interested groups. Plan is flexible enough to allow target groups and other stakeholders to become involved during the development of a project. It includes goals of the promotional campaign, methods to be used, monitoring and evaluation indicators, target groups and objective of the project. It was prepared by NF. : marketing specialists, SMEs owners and employees, NGOs, consulting companies, freelancers Résultat: WP5 Domaine d'application: It will be used for better dissemination and exploitation of the project and its results. Adresse du site Internet: Langues de produit: anglais product files CMEx - dissemination&exploitation plan.pdf Dissemination and exploitation Plan &prd=6 17

18 Produit 'Mid-term evaluation report from the first year of the project implementation.' Titre: Mid-term evaluation report from the first year of the project implementation. Type de Produit: Méthodes d'évaluation Texte marketing: The evluation contributes to the monitoring and quality management process. It is to provide information about the status quo in the project processes (internal and external) with special focus on management and partnership aspects. It is referring to the Evaluation and Quality Management Plan and provides a transparent overview and feedback to all partners. : The leader of the WP4 elaborated the interim report on the basic of the WP evaluation, meetings evaluation and internal evaluation. It contains some conclusions and (if necessary) a set of recommendations to improve the project process during the second project year. Report guarantees that all deliverables are delivered on time and that the quality or the results produced are of a high standard. It also ensures effectiveness and efficiency of all actions taken and solutions proposed in the research process and throughout the day to day running of the project. Another "sub-result" which is connected to mid-term evaluation report is the Quality Report of CMH v.1. The report provides an detailed overview of the quality of the CMH. It makes clear which methods have been used and how quality assurance was implemented. It is to provide transparency on the one hand and on the other hand to give a critical review in order to identify if further aspects need to be addressed in the version 2 of the CMH. : consortium partners, project stakeholders Résultat: WP4 Domaine d'application: This product will be mainly useful for partners to get to know how to improve the work within the project. Adresse du site Internet: Langues de produit: anglais product files Mid-term_evaluation_report.pdf Mid-term evaluation report &prd=7 18

19 Produit 'Protocol of transnational cooperation' Titre: Protocol of transnational cooperation Type de Produit: Autres Texte marketing: The protocol of transnational cooperation is to help in the process of management and partnership. They contain rules that should be respected by project's partners. In case of some problems it helps to set up a solution. : The protocol gather rules of the international project implementation. It includes rules related to partnership, cooperation, communication, notification and consultation and notification, problem solving. : consortium partners Résultat: WP1 Domaine d'application: the consortium Adresse du site Internet: Langues de produit: anglais &prd=8 19

20 Produit 'Content Marketing Handbook v.2' Titre: Content Marketing Handbook v.2 Type de Produit: Autres Texte marketing: Content Marketing Handbook v.2 is a comprehensive publication about content marketing consisting of 8 chapters : It contains general information about the project and content marketing (chapter 1: Foreword, chapter 2: Introduction to Content Marketing: Definition of Content Marketing and History & Evolution of Content Marketing, chapter 3: Objectives, Benefits and idea for content in CM) as well as more detailed information. One of it's big advantage is the research conducted in each partnership country which was an additional work done by the consortium. What's more, consortium decided to gather best practices from each country. Interntional best practices can be found in chapter 7. In chapter 4 there is a big portion of information about CM tools (16 different tools) presented in a very attracctive way (infographics). Chapter 5 is about CM strategy - it consists of several simple steps for SMEs, explaining how to define CM strategy in the company. The graphic design of CMH v.2 is adequate to the topic of the publication. It's very catchy and attractive. CMH v.2 in all languages are available on cmex website ( in "Knowledge" page menu). : marketing specialists, SMEs owners and employees, NGOs, consulting companies, freelancers Résultat: WP3 Domaine d'application: Content Marketing Handbook provides practical knowledge of modern marketing which is one of the most important aim of the Content Marketing Expert project. This will increase the competitiveness of SMEs' employees and marketing specialists. Adresse du site Internet: Langues de produit: allemand anglais polonais italien product files CMH_v.2_DE.pdf Content Marketing Handbook, v.2, German version CMH_v.2_EN.pdf Content Marketing Handbook, v.2, English version CMH_v.2_IT.pdf Content Marketing Handbook, v.2, Italian version CMH_v.2_PL.pdf Content Marketing Handbook, v.2, English version &prd=9 20

21 Produit 'Pilot Phase Report' Titre: Pilot Phase Report Type de Produit: Autres Texte marketing: Pilot Phase Report is a summary of practical workshops and focus groups organized by ABIF, Management Observatory Foundation, Paragon Europe and Umbria Innovazione/Sviluppumbria in each partnership country. Moreover, it includes the conclusions of those events and experts opinions regarding the CMH. : The aim of this report was to evaluate feedback from workshop and focus group participants in Austria, Italy, Malta and Poland on Content Marketing Expert project. The collected data and comments provided by trainees, experts and partners were used to improve this first version of the CM Handbook. : consortium partners Résultat: WP3 Domaine d'application: The pilot phase evaluation was an integral part to get feedback from the target groups about the usefulness and usability of the Content Marketing Handbook and the training materials respectively as well as in terms of understandability and appliacability of the learning contents for their work and businesses. Adresse du site Internet: Langues de produit: anglais product files Pilot Phase Report_cmex.pdf Pilot Phase Report &prd=10 21

22 Produit '10 video advises' Type de Produit: Film Titre: 10 video advises Texte marketing: Advises show the functionality and practical usage of Content Marketing Handbook. Each advice show one of content marketing tooi - short description of it and how to create it (simple path in a few steps). : Each advice show one of content marketing tooi - short description of it and how to create it (simple path in a few steps). The tool which we took ino consideration are the following: social media, video publication, newsletter, webinar, case study, micropage, white paper, infographic, e-book and blog. There are prepared in English with subtitles in partners languages. Advices are available here: and in each language version of the website, as well as on NF's youtube channel: : marketing specialists, SMEs owners and employees, NGOs, consulting companies, freelancers Résultat: WP5 Domaine d'application: Video advises have promotional and educational functions. They show short lessons about content marketing tools. Advises contribute to increase the level of knowledge about the project and new media as well. Adresse du site Internet: Langues de produit: anglais allemand italien polonais product files Result 9_video advices.png screen of video advices &prd=11 22

23 Produit 'Final evaluation report at the end of the project realization' Titre: Final evaluation report at the end of the project realization Type de Produit: Autres Texte marketing: The final evaluation report on the project, project management and cooperation evaluates all parts of the project accoridng to the Evaluation and Quality Management Plan. In this report the project results are being compared to the aims and products described in the proposal as well as to the indicators and actions described in the Evaluation and Quality Management Plan. The object of this report are all actions and results of the second phase of the project between NOV 2014 and OCT The résumé refers to the whole project implementation. : : consortium partners Résultat: WP4 Domaine d'application: The final evaluation report shows if the aims of the project in terms of quality standards in products and processes but also in terms of numbers could be achieved. Adresse du site Internet: Langues de produit: anglais product files Final Evaluation Report&Quality Report_CMHv2.pdf Final Evaluation Report &prd=12 23

24 Événements Final conference Date The final conference of Content Marketing Expert project took place in Warsaw, October 9th The conference was organized in a form of breakfast. The special landing pagae was prepared: The registration form and online transmission was available through this website. More than 100 people and 300 online users had a chance to listen to popular Polish marketers, blogers and other persons connected to content marketing during their career. Participants found the speeches very interesting as was evidenced by the audience reaction. Participants were given the handbook and other project s gadgets. It was a really informative and inspiring event. marketing specialists, SMEs owners and employees, NGOs, consulting companies, freelancers Événement public Warsaw Partnership meeting in Warsaw Date Partners were talking about the final project meeting and the whole duration of the project. the consortium Événement non public Warsaw 24

25 Événements Focus group in Poland - Content Marketing Day Date The coordinator of the project was presenting the CMEx project and Content Marketing Handbook, distribution of promotional materials regarding CMEx marketing specialists, SMEs owners and employees, NGOs, consulting companies, freelancers Événement public Warsaw Partnership meeting in Vienna Date Partners were talking about changes in CMH v.2 the consortium Événement non public Vienna Focus group in Malta Date Meeting with experts to find out their opinion about Content Marketing Handbook. marketing specialists Événement public March 11,2015 Malta 25

26 Événements Focus group in Austria Date Meeting with experts to find out their opinion about Content Marketing Handbook. marketing specialists Événement public February 23, 2015 Practical workshops in Poland Date Testing and evaluation were carried out during pilot phase (workshops and webinars). After the workshops all participants received the questionnaire where they could assess the training materials which were based on Content Marketing Handbook. marketing specialists, SMEs owners and employees, NGOs, consulting companies, freelancers Événement public December 15/ , January 12/13 and 26/ Warsaw 26

27 Événements Practical workshops in Malta Date Testing and evaluation were carried out during pilot phase (workshops and webinars). After the workshops all participants received the questionnaire where they could assess the training materials which were based on Content Marketing Handbook. marketing specialists, SMEs owners and employees, NGOs, consulting companies, freelancers Événement public December 3/ and February 12/ Malta Focus group in Italy Date Meeting with experts to find out their opinion about Content Marketing Handbook. marketing specialists Événement public November 27,

28 Événements Practical workshops in Austria Date Testing and evaluation were carried out during pilot phase (workshops and webinars). After the workshops all participants received the questionnaire where they could assess the training materials which were based on Content Marketing Handbook. marketing specialists, SMEs owners and employees, NGOs, consulting companies, freelancers Événement public November 20/21, December 1/ and January 28/ Austria Practical workshops in Italy Date Testing and evaluation were carried out during pilot phase (workshops and webinars). After the workshops all participants received the questionnaire where they could assess the training materials which were based on Content Marketing Handbook. marketing specialists, SMEs owners and employees, NGOs, consulting companies, freelancers Événement public November 13/20 and 14/ Italy 28

29 Événements Digital Learning Congress Date Distribution of promotional materials regarding CMEx during the conference SMEs, freelancers Événement non public , Warsaw Partnership meeting in Malta Date The meeting was about the testing phase in the project. Partners Événement non public , Qawra Power of Video Content Marketing II Date The coordinator of the project was presenting the CMEx project and the results of our research regarding CM marketing specialists, SMEs Événement non public , Warsaw 29

30 Événements Forum Inbound Marketing Date The coordinator of the project was presenting the CMEx project and the results of our research regarding CM marketing specialists, SMEs Événement non public , Warsaw Partnership meeting in Italy Date n 9-10 June 2014 UI have organized the Partnership Meeting in Rome for discussing how to transfer the CMH v.1 to SMEs, entrepreneurs, employees, etc. Partners Événement non public , Rome 30

31 Événements Kick-off meeting in Warsaw Date Kick-off meeting, during which all work packages were discussed, was held in November in Warsaw. Kick-off helped all partners to understand main aims of the project and details of its implementation. Each partner was informed exactly which tasks he is responsible for and about deadlines of the project. Partners Événement non public