How content really performs
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Transcript of How content really performs
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How content really performs onlineby @maartenvherck
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Before we start…Please do not record this performance
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Before we start…You have to ask yourself
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Before we start…What are your goals online? And how will you measure them?
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Before we start…What is your core target group? And what are they doing online?
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Mechelen
30 years old mother of 2
Works at a fashion store
Listens to Indie Rock
Awareness Consideration & research
purchasepost
purchaseretention & advocacy
Feels
MoT
MoT MoT
MoT
Meet Fanny
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Before we start…What are your touchpoints with this client? And what is the purpose of every single one?
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earned
paid
owned
awareness consideration & research purchase post purchase retention &
advocacy
xxxxx.be login omgeving
tool callcenter kantoor / callcenter /
welkom boekje folders / flyers / boekjes
Radio / TV / …
Social social retention
Social ads
SEA
Display
Remarketing
Remarketing
Remarketing Social engagement ads
Performance advertising / cross-sell
vergelijkingssite
Word of mouth ambassadors
PR PR
ambassador program + cross-sell
Targeted e-mailing
adviseur
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Listen Promote MeasureEngage
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Promote MeasureListen Engage
Listen to the market, identify your competition, learn from their best practices and their biggest mistakes.
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Listen Promote MeasureEngage
Engage your audience based on the goals you have in mind
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Off-page Social Media Content Amplification E-mail Native Advertising
On-page Homepage Product Page Blog News Reviews
News
Blog
Testimonial
Prodpage
Blog
Important note: ALWAYS have some kind of CTA
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Basic Advanced
Consumer initiated
Brand initiated
Content calendar
Conversation management,
QnA, blog content,…
Contentcampaigns
Amplifications through real time
campaigning
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Conversation management, QnA, blog content,…
Big campaigns
Conversation management
Big campaigns
Big campaignsSmall
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Listen MeasureEngage Promote
Promote your content so your content strategy is amplified with content marketing.
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Social Media
Content marketing/ native ads
…
Blog
Website
Off-site On-site
Awareness - paid:Brand initiated content
Consideration - SEO:Consumer initiated content
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Conversation management, QnA, blog content,…
Big campaigns
Conversation management
Big campaigns
Big campaignsSmall
ads
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Listen Promote MeasureEngage
MONITORING and REPORTING will be an essential aspect to constantly optimize your content and content marketing.
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Welcome Line up Friday Bands Tickets
xxxxx sessions
xxxxx sessions
xxxxx sessions
xxxxx sessions
xxxxx sessions
xx% xx% xx% xx%
SPECIFIC PAGE
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Thank you.