Presentation Utgångsläge och förväntningar Kursens upplägg Introduktion till ämnet Content Marketing Fortsättning grunder Content Marketing Forts.

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2 Presentation Utgångsläge och förväntningar Kursens upplägg Introduktion till ämnet Content Marketing Fortsättning grunder Content Marketing Forts. Content Marketing grunder + intro skriftlig uppgift

3 Presentation Tidigare kunskaper i ämnet Förväntningar på kursen

4 Kursens upplägg Block 1 Content Marketing vad, varför, hur Självstudier Intro skriftlig uppgift Block 2 Content Marketing i praktiken del 1 Gruppövning 1 Block 3- Content Marketing i praktiken del 2 Gruppövning 2 Redovisning & inlämning Kommunikation med lärare / gästföreläsare

5 Då kör vi!

6 Content Marketing definition från CMI Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.

7 Eller Traditional marketing and advertising is telling the world you ŕe a rock star. Content marketing is showing the world that you are one.

8 Världen har förändrats

9 Tråla vs. Meta

10 När vi vill vs. när de vill

11 Var vi vill vs. var de vill

12 Världen första content marketing?

13 John Deere The Furrow Magazine År 1895 började John Deere publicera en tidskrift för farmare som heter The Furrow. Företaget publicerade tidningen i hopp om att vara en resurs för sina kunder. Och naturligtvis är tidningen fortfarande tillgänglig i tryck. Faktum är att den publiceras över hela världen på 12 språk och 40 länder. Innehållet som presenterades i The Furrow var pedagogiskt och fokuserade på att undervisa farmarna hur de skulle kunna vara mer fruktbara företagare - ett praktiskt exempel på Content Marketing. Marketing Land Is John Deere the original content marketer 2013

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17 Så, vad är då content marketing?

18 Content Marketing - De tio budorden 1. Unikt 2. Relevant 3. Inspirerande 4. Berörande 5. Sökbart 6. Egna kanaler 7. Skippa säljet! 8. Långsiktig 9. Delvis mätbart 10.Oftast digitalt

19 In 1904, Jell-O wasn t the household name it is today. In fact, Frank Woodward, who owned the rights to Jell-O, was having such a hard time making a profit that he offered to sell the rights to his plant superintendent for a mere $35 (Woodward paid $450 for the rights in the 1880s). However, before it came to that point, Woodward decided to try one final strategy, which was distributing free Jell-O recipe books. The books featured recipes in which Jell-O was the main ingredient. This eleventh-hour content marketing effort was a smart one, as the promotion boosted Jell-O sales to $1 million by 1906.

20 Inspirerande

21 Unikt

22 Berörande

23 Långsiktigt

24 Skippa säljet!

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26 Content Marketing & forskning

27 Gissa avsändaren!

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29 Case study Budweiser World Series 2016

30 Case study Budweiser World Series 2016 Over 3M views in its first week live. And to date, 71% of views have been organic 2.6X the organic view rate for Budweiser's YouTube channel in Among ad viewers, average lift in ad recallwas 28%, and averagelift in consideration was 22%, both in the "high average" range for the brand. The video also inspired viewers to take action. "Budweiser" enjoyed a whopping 487% lift in Google/YouTube searchesamong users who saw the promoted creative.

31 Case study Budweiser Super Bowl 2017

32 Case study Budweiser Super Bowl 2017 We created the Budweiser commercial to highlight the ambition of our founder, Adolphus Busch, and his unrelenting pursuit of the American dream. This is a story about our heritage and the uncompromising commitment that goes into brewing our beer. It s an idea we ve been developing along with our creative agency for nearly a year. Marcel Marcondes, vice president of marketing at Anheuser- Busch.

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36 million people now use ad blockers 2. Content marketing leaders experience 7.8 times more site traffic than non-leaders 3. Content produces brand recall, which increases engagement 4. The median time people spend on articles is 37 seconds 5. While content marketing costs 62% less than outbound marketing, it generates more than three times as many leads 6. The majority (88%) of B2B marketers use content marketing in their marketing strategies 7. Content marketing drives higher conversion rates 8. marketing is one of the most effective forms of content marketing 9. Most B2B marketers use at least 13 content marketing tactics % of major organizations hire someone to manage their content marketing strategy

37 On average, B2B marketers allocate 28% of their total marketing budget to content marketing. Only 30% of B2B marketers say their organizations are effective at content marketing, down from 38% last year. 5 5% of B2B marketers say they are unclear on what content marketing success or effectiveness looks like. 32% of B2B marketers say they have a documented content marketing strategy 28% of B2B marketers say they have a documented editorial mission statement.

38 Att skapa innehåll Tänk som en publicist, inte som annonsör Sätt upp publicistiska mål Lär känna din publik Arbeta långsiktigt Trendspaning Omvärldsbevakning SEO, SEO, SEO!

39 Content Marketing strategi Vad fo r affa rsnytta ska content marketing bidra till? Vilket fo rsta rkt eller fo ra ndrat beteende beho vs fo r att affa rsnyttan ska uppkomma? Vilka ma lgrupper beho ver vi pa verka fo r att beteendet ska fo ra ndras eller fo rsta rkas? Hur kan vi pa verka ma lgrupperna? Var la ngs beslutsresan ska vi pa verkama lgrupperna med content marketing?

40 Content Marketing plan Tänk som en redaktion Skapa en publishing plan för de olika kanalerna Skapa en innehållsbank Delta i samtalet, för att senare leda samtalet Unikt, relevant, sökbart, tidlöst de fyra budorden Omvärldsbevaka Ambassadörer och nätverk Rom skapades inte på en dag