Content Strategy. Frokostmøte Oslo Trondheim

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1 Content Strategy Frokostmøte Oslo Trondheim

2 Customer Decision Journey

3 Customer Decision Journey Create Awareness Influence Consideration Drive Sales Grow Loyalty

4 Customer Decision Journey Create Awareness Influence Consideration Drive Sales Grow Loyalty Need Sale

5 Customer Decision Journey Create Awareness Influence Consideration Drive Sales Grow Loyalty Need Sale

6 Visibility throughout the Customer Journey

7 Fastest ROI Focus on: Purchase Phase Days: Adwords Weeks: SEO Weeks: AB Testing Months: Content Marketing Create Awareness Influence Consideration Drive Sales Grow Loyalty Adwords

8 Most Economical Investment SEO Long term improvement of rankings Fat Head Keywords Content Marketing Showing Expertise Keep Current Clients Happy Create Awareness Influence Consideration Drive Sales Grow Loyalty Content Marketing SEO

9 Our Approach: Authority Model

10 Optimize Website (SEO) Create Awareness Influence Consideration Drive Sales Ambassadors Social Network Expertise Knowledge Centre Product Website Share & Connect Teach, Entertain Inspire Show Products & Sell

11 Share Expertise Create Awareness Influence Consideration Drive Sales Ambassadors Social Network Expertise Knowledge Centre Product Website Share & Connect Teach, Entertain Inspire Show Products & Sell

12 Built a Network Create Awareness Influence Consideration Drive Sales Ambassadors Social Network Expertise Knowledge Centre Product Website Share & Connect Teach, Entertain Inspire Show Products & Sell

13 Built a Network Ambassadors Social Network Expertise Knowledge Centre Product Website Share & Connect Teach, Entertain Inspire Show Products & Sell

14 Become an Authority Ambassadors Social Network Expertise Knowledge Centre Product Website Share & Connect Teach, Entertain Inspire Show Products & Sell

15 Become an Authority Ambassadors Social Network Expertise Expert Knowledge Centre Product Website Share & Connect Teach, Entertain Inspire Show Products & Sell

16 Become an Authority Ambassadors Acknowledged Social Network Expertise Expert Knowledge Centre Product Website Share & Connect Teach, Entertain Inspire Show Products & Sell

17 Become an Authority Ambassadors Acknowledged Social Network Expertise Expert Knowledge Centre Product Authority Website Share & Connect Teach, Entertain Inspire Show Products & Sell

18 Content Marketing Focus on Ambassadors

19 Copyright: It s not about going viral

20 Mythbusting Facebook: Facebook is not about: Viral Marketing Sales & Clients It s not about sales

21 Customer Journey Create Awareness Influence Consideration Drive Sales Grow Loyalty

22 Customer Journey - Clients Create Awareness Influence Consideration Drive Sales Grow Loyalty Suspects Prospects Leads Clients

23 Customer Journey - Ambassadors Create Awareness Influence Consideration Drive Sales Grow Loyalty Suspects Prospects Leads Clients Strangers Aquaintances Friends Ambassadors

24 Share Knowledge

25 Why Blog Share knowledge Expertise Show your expertise, beyond product benefits Customer Journey Reach your customer in the whole process Being found for long tail keywords in Google More content means wider visibility SEO optimization for your main products Writing about knowledge allows easy links to products Stay top of mind for your Also after someone bought at you or your competitor

26

27 Create Content Create Awareness Influence Consideration + Grow Loyalty Drive Sales Car Insurance Costs Policies Shopping Cart Company Address

28 Create Content Create Awareness Influence Consideration + Grow Loyalty Drive Sales Car Insurance Costs Policies Shopping Cart Company Product Address Information

29 Create Content Create Awareness Influence Consideration + Grow Loyalty Drive Sales Buying a Car Accident! What to do? Tested: Best conditions Car Insurance Costs Policies Shopping Cart Member of NAF Company Product Address Information

30 Create Content Create Awareness Influence Consideration + Grow Loyalty Drive Sales Buying a Car Accident! What to do? Tested: Best conditions Car Insurance Costs Policies Shopping Cart Product Member Knowledge of NAF Company Product Address Information

31 Create Content Create Awareness Influence Consideration + Grow Loyalty Drive Sales BMW highest % drunk drivers Review: Saving Fuel App News Buying a Car Accident! What to do? Tested: Best conditions Product Knowledge Car Insurance Costs Policies Shopping Cart Company Product Address Information

32 Create Content Create Awareness Influence Consideration + Grow Loyalty Drive Sales BMW highest % drunk drivers Review: Saving Fuel App Industry Insights Buying a Car Accident! What to do? Tested: Best conditions Product Knowledge Car Insurance Costs Policies Shopping Cart Company Product Address Information

33 Knowledge Centre

34 Facts to Emotions Website presents facts Website Shows Facts Create content with how it really is Use Customer Start Blogging

35 Facts to Emotions Website presents facts Create content with how it really is Use Customer Start Blogging log shows Experience

36 Blog show Expertise

37 What is a blog? Website Structured Products Benefits Fixed Categories Few Updates Blog Unstructured Expertise Experiences Tags Regular Updates

38 Blog is a technology

39

40

41

42

43 Stay in Touch

44 Stay in Touch Create Awareness Influence Consideration Drive Sales Facebook Blog Website Most Stolen Phone 2012

45 Stay in Touch Create Awareness Influence Consideration Drive Sales Facebook Blog Website How to sell your phone on Finn

46 Stay in Touch Create Awareness Influence Consideration Drive Sales Facebook Blog Website Compare Subscriptions

47 Stay in Touch: Social Media Newsletter Facebook Twitter Linkedin Etc.

48 Plan Content

49 Why Content Planning Consistency & Continuity Every Day/Week at least 1/2/3 updates Amplify: align focus across channels SEO/ Adwords/ Content Marketing TV Commercials/ Newspaper/ Radio/ Billboards Align with Marketing Plan Promotions Seasonal Focus on SEO Keep existing high rankings What content should rank higher?

50 Content Planning

51 What s in the Content Plan Overall Topics Following Steps of Customer Journey Personas Goal of Content Selling Teaching Inspirational Time & Date of Publication Blog/ Facebook/ Twitter SEO Focus

52 Share properly

53 Create, Share and Sell on Social Media 80% Knowledge 20% Product & Company 1x Share others 1x Share others 1x Selling 1x Share own 1x Share others 1x Share others

54 Create, Share and Sell on Social Media Conversation 1x Share others 1x Share others 1x Selling 1x Share own 1x Share others 1x Share others

55 Curation of Content

56 Content Marketing & SEO Create Signals For Google

57 Signals Facebook Blog Website

58 Signals Facebook Blog Website

59 Signals Facebook Blog Website

60 Signals Facebook Blog Website

61 Signals Facebook Blog Website

62 Signals Facebook Blog Website

63 Signals Facebook Blog Website

64 Signals Facebook Blog Website

65 Signals Facebook Blog Website

66 Signals Facebook Blog Website

67 Facebook Blog Website

68 1. Share expertise, inspire 2. Connect & built network 3. Become an authority Michiel Ouwerkerk - Product Manager Inbound Marketing

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