CONTENT MARKETING

  1. know your audience!
  1. Pick the right channel: blogging
  1. make valuable content!

CONTENT ANALYTICS and REPORTING (how CM activities are helping Vaadin meet its overall business goals and objectives): Set metrics (make them goal-oriented): measure results (Google Analytics). track: 1. conversion rate, 2. bounce rate, 3. targeted traffic (källa: https://moz.com/beginners-guide-to-content-marketing/analysis-reporting)

identify their needs

gain customer insights

understand what they are looking for

keywords!

spy on your competitors

buzzsumo

brand relationships

CRM

optimize for SEO

keyword research: focus on the user intent! (how people are discovering content)

create/maintain the right voice/tone

be useful/relevant (information)

write in an engaging way

active voice

consider their needs

plan your content to attract, engage and connect customers (optimize 360)

write data-driven posts (storytelling)

build your audience and earn their trust

increase credibility

goal: 1. increase (blog) engagement (readable info.) with 5 principles --> trust and loyalty - 1. create great content (about audience interests) 2. provide a return on investment (ROI)

goal: 2. encourage conversions

come up with actionable data for decision making (such as: sessions, users, page views and average session duration)

engagement, loyalty and trust

trust: essential for CM success (in today’s online marketplace)

what do we want to achieve? ex. engagement

noticing --> interact (a social share, leaving a comment, sharing a link, etc.) --> connect --> invested!

engagement metrics: 1. social shares (can particularly help visibility and content distribution): how many people shared your content? 2. comments: how many took the time to write something about or to us? 3. links (tend to help authority, search engine rankings and longevity)

other custom metrics: average read depth, enthusiasm, applause, anplification and conversion rate

källor: http://neilpatel.com/blog/a-17-point-content-marketing-checklist-proven-to-boost-your-engagement/

content formats (consistently performs): 1. Practical guides and helpful content (Guides, Top tips & tricks, How to posts) 2. In vogue and hot topics 3. Research and insights 4. Case studies 5. Infographics 6. Authoritative industry news (källa: http://buzzsumo.com/blog/magical-content-gets-links-shares-new-research-buzzsumo-majestic/)

Five Core Data-Driven Narratives: 1. trends, 2. comparisons, 3. Rank order or league tables, 4. relationships, 5. Surprising or counter intuitive data (källa: http://buzzsumo.com/blog/how-to-write-data-driven-stories-5-core-narratives/)

how prospects and customers view your brand, how they view the people who represent your brand, what you stand for and how you make them feel.

loyalty: The path to content marketing success leads to loyalty (källa: https://moz.com/blog/how-to-create-content-that-earns-engagement-trust-loyalty)