content marketing i praksis
TRANSCRIPT
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Content Marketing i praksis
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Content Marketing i praksisMorgeninspiration 16/4 2015
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• Direktør for Innovation• Proces der skaber produkter
Jens Hjerrild Poder
Resultat-orienteret Internet
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Forbedrings Mindset
Lær at lave 5 armbøjninger, før du sætter målet om 50
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Vi kender ikke den unikke & perfekte model for jer!
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Det er ikke implementering af en fast plan
Vi skal sanse, lære og blive klogere mens vi forbedrer os
Hver step er et lille
eksperiment
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VedvarendeForbedring
(continuous improvement)
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The improvement Kata (Toyota)1. What is the Target Condition?2. What is the Actual Condition now?3. What Obstacles do you think are
preventing you from reaching the target condition? Which one are you addressing now?
4. What is your Next Step? (Experiment) What do you expect?
5. When can we go and see what we have learned from taking that step?
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Hvad er dit mål?
Hvad er situatione
nnu?
Hvilke forhindringer ser du? Hvilken arbejder du på?
Hvad er dit næste forsøg & hvad forventer du?
Hvornår kan vi tjekke resultatet?
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Kata at home video
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Pointen…• I skal forvente at skulle eksperimentere jer frem
til den perfekte model for content marketing• Indarbejd forbedring og eksperimenter som en
del af jeres arbejde• Brug en fast rutine for check-up på forbedring
• ALT DET KOMMENDE ER INPUT TIL EKSPERIMENTER
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Forstå brugerne
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Et Koncept
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BehovBehov
Behov
Behov
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Og mere nøjagtigt…1. Hvad vil de skrive i søgefeltet på google?2. Hvad vil de dele til deres bekendte på
facebook?
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Saml jeres eksisterende viden• Rapporter• Nøglepersoner med megen brugerkontakt
(supportere, sælgere)
Er der nøglespørgsmål vi er tvivl om?
Spørgeskemaer, Interviews, Fokusgrupper
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Hvad virker i analytics?
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Kort øvelse: Brainstorm på søgetermer• Vælg en sektion på sitet, du vil tiltrække søgetrafik til
• Brainstorm på de søgetermer, som jeres indhold skal matche søgninger på fx ‘hjælp til rengøring odense’ eller ’er jeg stresset?’
• Skriv søgetermerne ned eller husk dem
Søgeord i Google
Analytics
Hjælp til rengøring odense
Er jeg stresset?
Interview en tilfældig udenforstående
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Persona-plancher• Gruppediskussion med EN ved flipover• Beskriv et fiktivt menneske i målgruppen
• Baggrund• Livssituationer i hverdagen• Medieforbrug• Relation til produkt• Drømme & Behov
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Hvor er de henne?
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Det er ligesom når man fisker…
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Søgeordsanalyse
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Hvad skriver brugerne, når de spørger om knæ?
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På det rigtige internet med rigtige brugere
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Tydeligt mønster på tværs af fora
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Smerter
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Det søger brugerne påSøgeterm Globale månedlige søgninger
• hævet knæ 480• knæproblemer 170• ømme knæ 140• hævelse i knæ 70• stift knæ 30• problemer med knæ 20• ondt i begge knæ 10
Kan I se hvordan disse søgninger bare ligger og venter på en god artikel?
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Content is king
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Hvad er content marketing så?
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Det er bl.a. ham her!!!
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You know!!!
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Sådan får du succes!1. Forstå dine brugere
3. Kortlæg dit indhold
2. Brug alle platforme
4. Gør det synligt
5. Husk call to actions
6. Tjek tallene – og ret til
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Artikler
Pod cast
Sociale medier
Blogs
Links
NyhederWhite papers
Gallerier
Video
PDF’er
E-bøger
Nyhedsbreve
AGuider
Alt det bruger kunderne/brugerne
Det kan du bruge for at få succes!
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Giv brugerne noget de gerne vil have!
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Bliv jeres eget medie
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2. Brug alle platforme
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Smartphones
SitesSociale medier
EventsWhite papers
Messer
TabletsPrint
A
Her skal du også være!
Brugerne er alle vegne!
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PauseAlle strækker ben
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3. Kortlæg dit indhold
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Indhold
Call to action
Eksisterende indhold
Brandet
Nyt indhold
Sådan virker det!
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Find jeres eget clever content
Dit indhold
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Find jeres eget clever content
Kundernes behov
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Find jeres eget clever content
Dit indhold
Kundernes behovCLEVER
CONTENT
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Content-oversigt
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Eksempel på clever content
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Eksempel på clever content
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Lav jeres eget clever content
Dit indhold
Kundernes behov
?
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4. Gør indholdet synligt
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Nyhedsbreve
Links
Sociale medier
Brochurer
SEO
Messer
Blog posts
EventsA
Så dit indhold skal findes her!
Artikler
Her finder brugerne dit indhold
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4. Gør indholdet synligt – og læg en plan
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Publiceringsplan
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5. Husk call to action
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Call 2 actions• Sign up til nyhedsbreve• Sign up til messer og events• Branding• Downloads af f.eks af PDF’er• Salg af varer• Medlemskab• Masser af andet
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Keep it simple
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Få det meste ud af dit indhold
Morgen-inspiration om content marketing
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… del det op
White paper
Video
GuiderBlog-posts
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Work smarterStor
Lille
INDSATS
VÆRDI
StorLille
x
x
xx
x xx
x
x xxx
1. prio 2. prio
3. prio 4. prio
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Work smarter• Find dine evergreens• Sats på det sikre• Husk SEO• Skær indholdet i småbidder• Brug først det, I har
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Hvornår er det en succes?• Kvalitetsindhold• Læserne kommer• Læserne bliver• Læsere konverteres• Når forretningen lykkes
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Måling
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Hold det simpelt
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Aftal: Hvem kigger på tal & hvornår
Kan I holde jeres møde på 10
minutter eller mindre?
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Målepunkter
• Hvor mange konverteringer - Kilder
• Sign-up’s til email• Bedste content
performance• Antal besøg – Kilder til• SEO performance
(MOZ)• Adwords performance• Social reach• Link reach
SEO
Adwords
Banner
Social
Konvertering
Sign Up
Off Site
On Site
Links
Kerne Content
Klassikere
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Hvad er vigtigst for jer?
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Dashboards• Hurtige overblik i
Google Analytics• Så FÅ tal som muligt• Kan sendes
automatisk
Gør det nemt!
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Supplerende fokus-områder• Tragt-målinger på gennemførsel af
selvbetjenings- eller betalingsflow• Performance på onsite-søgninger• Opkald fra website
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Eksperimenter”Tag Temperaturen”
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Pointen…• Få basismålinger strømlinet og optimeret• Hav et fast møde • I skal eksperimentere jer frem til den perfekte
model for content marketing – og det kræver også ”særmålinger”
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