Transcript: Magazines ASPIRE Content Marketing Personalized Content Marketing 20 juni 2014 RELEVANCE Kansen CONVERSATE EDUCATE Gamification Wat? levende affiche INSPIRE Essentie 77.153.472 unieke combinaties Waar? Charleroi Zoekmachines CONGRATULATE Gert-Jan Coenen Social media Privacy?! Storytelling We want anonymity! Data Gathering Stop following us!
Transcript: We will be the industry leader in providing real world how to advice to the consumer about their purchasing and selling decisions while providing world class training for real estate professionals and assisting them in providing exceptional value for their clients. VIDEO PRODUCTION: • Content partnerships - 4 – 6 blog post a month - Find and build relationships with related industry companies to share content with Title companies, Mortgage Brokers, Appraisers, Home Inspectors. • Content outreach - 4 – 6 blog post a month - Find and contact a list of sites that we would like to mention / link back to MAXAVENUE Create content for that sites author to feature or mention MAXAVENUE PHOTOS & INFOGRAPHICS: Video - Photos & Infographics - Pod Casts Short term objectives • Share any interesting and marketing relevant photos from social media • Photos & tours of feature properties • Utilize photo sharing sites to share images with links back to blog and core site Flickr Facebook Photo Gallery Our Blog Google Plus Photo Albums Pintrest MULTI-MEDIA BREAKDOWN Content usage & placement Key Metrics: • Google+ Optimize profile for SEO Share bog posts Share engaging content, videos, images, and relevant links Comment on posts Utilize Google Hangouts Create and promote upcoming events The Tactical Plan ADDITIONAL NOTES & OBJECTIVES: • 1 resource article • 2-3 short weekly blog posts • 1-2 multimedia resources monthly (videos or infographics) Key Metrics: • Referrals from social video sites • Views of videos on social sites • Pages ranking on key terms from YouTube LINK BUILDING STRATEGY • 1 resource article • 4 lifestyle review post monthly • 2-3 short weekly blog posts • 2-4 multimedia resources monthly (videos or infographics) Short term objectives • Create a “BlogTalkRadio” Show • Repurpose training content when applicable for resource section, promote through podcast directories and iTunes • Record relevant phone conferences for use as podcasts, promote through podcast directories Key Metrics: • Referrals from podcast directories • Views of podcasts if hosted on podcast sites BLOG / CONTENT OUTLINE PODCAST: Consumer Focused Content - • Create a “Content Marketing Mission Statement” • Create an editorial calendar to reflect content targets - This will be created with the writers and content manager - Need to decide on internal vs external resources - Need to decide who is managing the process • Match Buyer & Agent Personas to Social Media sites, adjust strategy above to better fit personas • Train agents about better use of social media to benefit the MAXAVENUE brand • Continue to build out geo SEO feature stories • Geo specific home buyers guides • Create company social media policy • Discuss social media policy with independent & corporate agents • Encourage agents to be active participants in corporate social media – don’t be afraid to incentivize! • Create a training for agents to encourage social media and content sharing • Start with “How To” content for site navigation and IDX searching • Review existing inventory of content and incorporate in to overall strategy. - LOCALE Monthly Issues - MAXAVENUE University SOCIAL MEDIA NETWORKS: Short term objectives • Create a list of local targets for content partnerships. • Create a list of sites for content outreach • Perform competitive link building analysis • Increase brand recognition Adding 1 resource article a month Using that article for blog post series Creating additional blog posts Posting short weekly blogs Creating an editorial calendar • Increase engagement Increase the number of subscribers Encourage blog comments Encourage social sharing • Number of posts • Number of social shares • Audience growth – unique and returns • Consumer subscriber growth • Subscriber retention • Conversions from subscribers to clients • Inbound back links • Pinterest Create boards leveraging both content and company culture Follow other businesses, thought leaders, customers, and partners Key Metrics: • Number of posts • Number of social shares • Audience growth – unique and returns • Agent subscriber growth • Subscriber retention • Conversions from subscribers to new agents • Inbound back links In order for MAXAVENUE to truly change the industry it must become the online authoritative source for real estate, for both the consumer and the agent. MAXAVENUE must create consumer focused content as well as agent focused content. • Facebook Create custom fan page Share a mix of relevant links, engaging content, videos, and polls Promote upcoming events and create them in the events tab Share consumer bog content Utilize promoted posts TACTICAL PLAN Short term objectives • Update videos on social video sites and link to core site YouTube Facebook • Create video series for YouTube • Share videos of training events Facebook - LinkedIn - Google+ - Pintrest - Twitter This plan includes the tactical objectives to be used to accomplish
Transcript: We want to: Content Format Content Format: Continued As a Word file Client_Type_Title Example: AdamsDavis_Article_DefensiveDriving Swinton_List_10WaysSpiceUpMarriage Types of Content Article - Story - List - How To - Blog - Infographic - White Paper Articles At least 400 words Keywords 1-2% Non-promotional Specific details about subject Present facts, answer questions Example: How Used Cars Are Priced At least 200 words Keyword 1-2% Short Intro (100 word maximum) At least 5 steps Use a command at beginning of each step Example: How to Fall Asleep Fast 200 – 400 words Keyword 1-2% Non-promotional, informal tone Include one link to client Can cover newsworthy events Example: Fort Knox - A Warranty You Can Trust 8 – 10 interesting facts about a central theme Use statistical data or anything measurable Include sources Tell a story Do not need to use keywords Example: Ford's F-150 Torture Tests 500-800 words Use keyword 1-3 % Extremely informational Use statistical data A “how-to guide” that presents facts on a specific subject to the industry ALWAYS cite your sources Example: Getting the Most From Your Insurance Company Content Creation Roles Writer Creates content Reports to editors and content manager by posting on Basecamp Editor A Final Note THE END Improve search engine rankings by: Creating content Publishing it on the Internet More content produced = higher ranking Establish clients as authority figures in their respective industries Quality content Focus on specific keywords related to the client's business (Example: used cars Utah for Open Book Auto) At the top: Name of client Type of content Keywords Summary Middle: Text (and links to images) Bottom: Writer byline Infographic $1.25 Intern Training White Paper Associated Press Style Conduct thorough research Brainstorm creative ideas and write them down Enjoy the writing process! It's more enjoyable to read if you enjoyed creating it. How To Saving Documents Blog Vol XCIII, No. 311 Keep It Simple, Stupid Manages several writers and client accounts Focuses primarily on whitepapers, infographics, and digital PR pieces. Reports on number of pieces written for each keyword, type of content, pieces published on outreach websites and blogs. Welcome to hell, punks. -James O'Connor For All Content Purposes: Why Content Marketing? Content Marketing At least 300 words Promotional Keyword 1-3% Include link in text Fun and exciting content, captivate the audience Creative spin on information Trending topics Example: How College Is Like Super Smash Brothers Stories At least 200 words Keyword 1-2% At least 8 items Include a photo, video or GIF for each item Fun and exciting content, captivate the audience Trending topics of interest Newsworthy moments People love lists Example: 10 Things To Learn from Phillip Seymour-Hoffman's Will Lists
Transcript: The answer is simple: Tell our story! How might we exponentially grow the business of Pearl? Content Strategy Execution How? 1 Call it like we see it! Our leadership team has fascinating insights into how the industry works, lets do something with it! Clients want to work with experts, let's portray ourselves as such! Become a hub of relevant industry news and trend analysis (organic and 3rd party content) ...get their attention Industry Thought Leadership 2 ...turn attention into interest Lead generation and sales Surface client success! - Why are we valued by our clients? Compliment sales inititatives with digital promotion - LinkedIn, retargeting, email, etc. Continuously provide different reasons for prospects to check out what we do 3 ...find the next generation of pearl-ites Brand culture/equity Perception is reality - if we look intelligent, we are intelligent, and we only want intelligent people Attract top talent Why are we doing what we are doing? PASSION attracts PASSION! Content Creation What types of content are we creating? Third Party COntent Curating content from a diverse pool of trusted and informative third-party sources leads to credibility: AutoNews, Ward's AutoRemarketing, etc. Alongside organic content, helps build a cohesive narrative/POV of the industry Third Party Content Organic Content - MOST important Content that accomplishes the following: Organic Content - MOST important Thought Leadership/Industry POV Surface Client Success/Product Success Builds Brand Equity & Culture Tells the Pearl narrative BETTER than anyone else can Can always tie back to the Pearl business/revenue generation What do we need to execute? Make it Work Focused on positive product results, actively obtained for current and future content - great for everything! Client interviews, over the phone, video stories, simple quotes etc. Client Success Stories Client Success Stories Who? Kim/John/PM's/Sales Case Studies Case Studies Illustrate how Pearl products are valuable in an industry-friendly tone, descibe the process and the results of implementing your product from the customer's POV and demonstrate success. Thought leadership translates into our methods work. Who? Marketing, PM's, Development Number of Pre Screens, Cost of Customer Aquisition, close ratios, RPM Alert Engagement, lease retention rates, overall retention rates, etc. Cool "Wow Factor" Statistics Cool "Wow Factor" Statistics Who? Development/Bruce/PM - give the expert outlook Get into NADA 20 Group, generate referrals, grow organically, make our clients feel like they are a part of what we do! Referral Programs Referral Programs Who? Account Owners Establish Pearl Leadership team as industry thought leaders with unique areas of expertise. Put faces to the ideas while getting our name out there for free! Thought Leadership Pieces Thought Leadership Pieces Who? Executive Team & Marketing Host insightful, educational, and forward thinking sales-oriented webinars on a regularly scheduled basis. Webinars Webinars Who? Sales, PM's, Executive Team Increase Brand recognition, state your expert opinion/position on a topic, gain networking opportunities, generate content that can be repurposed in several ways, increases lead generation efforts Speaking Engagements Speaking Engagements Who? Executive Team Meet the Team: Images, videos, blogs that tell what Pearl looks like internally. Show who we are as company without any cost. Company Culture Company Culture Cultural Mentions: Connecting to consumers on National Holidays, Events (Super Bowl, NADA, Mardi Gras, NFL Draft) apply association with Pearl when able; tie into sales events Who? EVERYONE Job Post: people are attracted to other happy, passionate, hardworking people! Organic Posts on LinkedIn & Facebook. These can also be made into advertisements or "boosted". We will only boost content that grows leads. Paid Advertising on LinkedIn & Facebook that allows us to retarget Pearl's website visitors and specify our exact audience. Google AdWords/Website Retargeting with Banner Ads LinkedIn personal post from Executive profiles that can be made into advertisements or "boosted". 30 Second Tips that can be posted on LI, FB, and Pearl's Blog Digital Digital Content Cadence Sales Webinars - at least 1x per month, based on success, 2x a month Client Success Stories - minimum 4 a month from client team - at least two with interviews or video, at least two with quotes Personal LinkedIn posts - 3x month, based on success - 1x a week Case Study/Whitepaper - 1 every month Organic Posts (1x per day minus weekends, 1x per weekend - both FB and LI - Twitter) - boosted as needed Paid Ads - maintain up-to-date ad sets for FB and LI, establish budget, monitor and optimize for conversion, results Maintain AdWords/website retargeting banner ads 30 second tips - 2x month to start, based on success, 1x per week 3rd Party content syndication - get our content posted in trade publications 1x month minimum Blog Post - On 30
Transcript: Anyone can play trivia. Kids, parents, uncles and aunts, people from different classes, races and sizes. People everywhere in the world play trivia. what is trivia? • Details, considerations or pieces of information of little importance or value. • Matters or things that are very unimportant, inconsequential or nonessential. who plays why is it popular what is Trivia • It’s fun • Social; people find it’s a good way to socialize while playing trivia games • People like to keep their minds active. • Trivia game genres are wide so everyone finds something they enjoy. DSTV Trivia
Transcript: S.W.O.T. When presenting your producing you need to know about yourself. How do you communicate with others? How do you get your point across? Insert business logo Target Market Adding a logo gives a more professional image Marketing Template What's your personality type? Strengths: what are you strong at? Weakness: What are some things you are weak at? Opportunity: What are you trying to achieve? Threat: What are the threats of your new business? (e.g. new competitor) Who are you selling to? Why would they buy your products/ services over others?
Transcript: Provides a two-way conversation between the buyer and the brand, which allows for results on wheter the brand is a sucess 90% of all B2B marketers are using content marketing B2B marketers at aveage employ eight different content marketing tactics to achieve marketing goals B2B spend 25% of their marketing budget on content marketing & 60% plan to spendmore Fewer than 10% of B2B marketers using content market have issues Image by Tom Mooring Statistics? Specifics? delivers information that makes buyers more knowlegable on the product ultimately resulting in the buyer's business and loyalty thinks about the audience's needs/wants first provides a low-cost, low-risk, and high impact way of marketing brands creates a relationship between the brand and buyer Content Marketing.. A marketing technique of creating and distributing relevant and consistent content with the intention of attracting a specific audience in order to drive in profitable customer action. The Attic To me? What is Content Marketing ? Content marketing is advertisment that buyers want. People receiving the brand's message are predisposed positively toward it More public events Lookbooks/magazines More social media updates Content Marketing Content marketing engages with buyers. "Content marketing is a pull, not a push strategy" Online lifestyle blogs E-Newsletters In person Events Social Media Instagram Facebook Google+ Pintrest Tumblr Youtube Twitter The Future for The Attic
Transcript: 1. Business Strategy - Formulation, Implementation, Management 2. Corporate Branding - Company Identity, Logos, Corporate House Style, Collateral, Trademark and Patent Registration 3. Market Research – Online Research, Data Collection and Field Work Services 4. Advertising – Online, Offshore (T.V.C’s, Newspapers, Billboards, Viral) 5. Marketing - Digital, Offshore 6. Concept Merchandising - In-house Merchandise, Corporate Gifting 7. IT Solutions - Web Development, SEO, SEM, Viral Videos 8. Maintenance and Support Services 9. Event Planning and Execution for promotion of th brand. 10. Participation in various property and lifestyle expo relevant to Isprava The Team Manager Web Designer Web Developer Copywriter Illustrator Market Analyst Digital Marketing Specialist Understanding of requirement 313s is an IT & Infrastructure corporation dedicated to provide green technology solutions to small/medium sized businesses and giant corporations. We provide you with affordable pricing solutions for your Information Technology needs. Be it Web Development, Software Development or Branding, Marketing and Campaigning your company. Our Services are delivered in a professionally backed by the best work force and experts to devise a solution to your problems. Every aspect of your problem is analyzed and necessary market research is conducted. Consultancy to your company is offered which in turn becomes a medium for both your company and us to understand one in a professional manner along with needs and possible solutions. Application Generating interest among the investors We are an IT and Infrastructure corporation dedicated to give green technology and Branding solutions to all sizes of businesses and corporations. Branding Marketing and Campaigning Online and offshore Advertising Reach out to high rollers and heavy spenders Create awareness among masses Creating Brand Strategy Creating Marketing Plans Copy writing of all content for Isprava Planning and managing yearly and promotional event Creating a media plan for using the right platforms to advertise Proposed Solution Digital Marketing On Social Media Platfoms Blogging and updating groups and pages Video AD's for internet, TV, Cinema Theaters, Malls Audio commercials for radio and trains Creating a brand hype by planning grand events with celebrity performance and appearance. About Three 13 Solutions Generating awareness and curiosity among masses with digital marketing and social media Boosting sales and inquiries for the villa and rate of conversion Our Understanding of Isprava as a brand Isparva is a notable real estate firm Builders of Luxury villas Focused on Design and construction Aim to create the most sophisticated properties Currently focused on Goa Develop an interest and awareness about Isprava and their work Showcasing the beautiful architecture and interior of Isprava Targeting high roller and heavy Spenders Achieving Sales targets
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