This document provides an overview of content marketing and the services offered by a content marketing agency. It highlights that an agency's work includes campaigns, digital marketing, social media, SEO, influencer marketing, journalism, and customer retention activities. Examples are given of creating an online platform for Deutsche Telekom and a global content hub for Škoda. The importance of understanding the target audience and generating insights is also emphasized.
17. Content marketing
Content marketing agency’s work has many facets
Campaigns
Digital
ATL
Social Media
SEO
Influencers
Journalism
Corporate
publishing
Customer
retention
Lead
management
Content
marketing
21. Importance of the knowledge what
the target audience is interested in.
Life is for sharing
Music icons
Background stories about personalities
who have shaped the music scene
Style & tonality
Humorous, nerdy, diverse content
Events
11 live events in 9 European
countries with 66 artists and
30,000visitors
Artists, producers & tech
Insights about their creative work
22. 2
2
| Titel der Präsentation, 29.04.2018
ŠKODA Storyboard
Global Content HUB
23. ŠKODA Storyboard at a glance
The brand‘s integrated platform combining the digital channels and content production of corporate
communications and marketing.
24. Increase in total visits year-on-year
ŠKODA Storyboard at a glance
The brand‘s integrated platform combining the digital channels and content production of corporate
communications and marketing.
Increase in organic search visits year-on-year
Increase in journalist visits year-on-year
4.2x
3.8x
2.8x
28. Insight generation process in practice
CAMPAIGN
FOCUS:
CYCLING
• client brief
• ongoing brand
monitoring
MAIN TOPIC
IDENTIFICATION:
FEMALE
CYCLING
• market/client data
• trending topics
• online conversations
HOW TO BEST
ADDRESS THEM:
RELEVANT
NEEDS AND
PREFERENCES
• online conversations
• search analysis
HOW TO BEST
CONVEY THE
MESSAGE?
INFLUENCER
COOPERATION
• influencer
identification tools
CREATIVE
EXECUTION
1 2 3 4
29. 2
9
| Titel der Präsentation, 29.04.2018
Česká spořitelna
Korporátní bankovnictví
30. Long-term content platform for a corporate audience
ČS Corporate online business magazine
Increase in total visits within the first 3 months
Increase in article finish rate
Increase in article active reading time
32%
12%
50%
33. 59%
Organic
Search
ČS product
page or
other site
within
ecosystem
Social
Other
(Referral,
Email,
Direct)
15%
other
HELP
content
on the
blog
EXIT
other
HUB
content
on the
blog
24%
Credit
card
product
page
Personal
Finance
category
page
11%
My
Healthy
Finance
product
page
Current
Account
product
page
TRAFFIC SOURCES FOLLOW-UP PATH
another
product
page
The Česká Spořitelna Retail blog illustrated
by one specific user journey
39. M Ě ST ŠT Í L I B E R Á L O V É 1 2 0 0 0 0
C H A R I T A , D O B R O Č I NN O S T 1 1 0 0 0 0
M I L I T A R Y , H I ST O R I E 3 1 0 0 0 0
V Á L E Č NÁ F O T O G R A F I E ,
D O B R O V O L N I C T V Í 1 1 0 0 0 0
E X T R É M NÍ B Ě H Y , SP A R T A N R A C E 9 5 0 0 0
K Ř E SŤ A NS T V Í , V Í R A 3 4 0 0 0 0
Ž E NY , V Á NO C E 2 2 0 0 0 0
41. GOOGLE ANALYTICS
default and customised metrics
SOCIAL LISTENING AND ANALYTICS
SEO ANALYTICS
Measuring content success
• Total visits
• Unpaid visits
• Organic search visits
• Article finish rate
• Active reading time
• Exit rate
• % of returning users
• CTR to product section
• Downloads
• Newsletter subscriptions
• No. of contact forms sent
• Online conversation volume
• Online conversation sentiment
• % of audience reached
• Shares
• Reactions, comments
• Video views
• Video retention rate
• Usage of content by other media
• Visibility Score
• Quality backlinks
• Search volume
42. GOOGLE ANALYTICS
default and customised metrics
SOCIAL LISTENING AND ANALYTICS
SEO ANALYTICS
Measuring content relevance
• Total visits
• Unpaid visits
• Organic search visits
• Article finish rate
• Active reading time
• Exit rate
• % of returning users
• CTR to product section
• Downloads
• Newsletter subscriptions
• No. of contact forms sent
• Online conversation volume
• Online conversation sentiment
• % of audience reached
• Shares
• Reactions, comments
• Video views
• Video retention rate
• Usage of content by other media
• Visibility Score
• Quality backlinks
• Search volume
43. SEE
THINK
DO
CARE
Shares
Video retention rate
Visibility Score
Organic search visits
Article finish rate
Active reading time
Online conversation
sentiment
CTR to product section
Quality backlinks
% of returning users
Content relevance along the consumer
journey
44. trackování návštěvníků
sledování událostí
podle typu obsahu, který konzumovali
uživatelé podobní návštěvníkům webu
získávání emailových adres
sběr informací
uživatelé podobní subscriberům
podle demografických kategorií
SUBSCRIBERS INTERESTEDVISITORS
tvorba cílových skupin
podle demografie, geografie,
zájmů a chování
podle typu interakce
uživatelé podobní zájmovým skupinám
průběžný remarketing:
opětovné oslovování
BUDOVÁNÍ PUBLIK
SEGMENTACE PUBLIK
VYLOUČENÍ DUPLICIT
TVORBA LOOKALIKE AUDIENCES
Building and monetising audiences
Dávno za námi jsou časy, kdy se za obsah považovalo jen to, čím plníte své webové stránky nebo blog. Poptávka po kvalitním obsahu je dnes všude, od sociálních sítí přes nativní reklamu až po newslettery
Content marketing these days is increasingly important for brands, as they need to find new ways to address their audiences in more relevant and meaningful ways.
As opposed to traditional campaign thinking, content is something that is always on.
Our aim with this for our clients is to answer every human interest of their audiences with the right content, and that’s what makes content marketing extremely important for businesses.
Goal: Create brand awareness for the „lost“ target group of millenials
ŠKODA brand's global content hub and media portal. In EN, CZ, DE. Live since Sept 2016
The Stories Section covers a broad variety of topics about and around the product, explaining the brand’s heritage, design, functional technology and passion for sports.
The Media Room provides the latest press releases, news as well as an extensive amount of images and videos.
C3 built it from the very beginning – žurnalistika + SEO + media kampaně
storytelling springboard into brand-focused communication, emotionalising the brand
Target groups: fans and journalists
ŠKODA brand's global content hub and media portal. In EN, CZ, DE. Live since Sept 2016
The Stories Section covers a broad variety of topics about and around the product, explaining the brand’s heritage, design, functional technology and passion for sports.
The Media Room provides the latest press releases, news as well as an extensive amount of images and videos.
C3 built it from the very beginning – žurnalistika + SEO + media kampaně
storytelling springboard into brand-focused communication, emotionalising the brand
Target groups: fans and journalists
Mini-campaign celebrating female cyclists and showcasing the different reasons they ride.
The campaign has been localized and activated in 18 countries in Europe and in Australia.
The English version of the video alone has received more than 2.3M views and almost 2K likes to date. The help content have significantly improved ŠKODA’s authority in search.
Campaign (ATL) + social + influencers
Česká spořitelna is well established in terms of retail banking, but needs to build its reputation as a trustworthy business expert further within the Corporate sector.
Newsroom team of journalists, marketing strategists and creative experts
Topics inspired by the bank’s campaign agenda, and the long-term interests of its clients
Žurnalistika + SEO
CX + konverze
no direct media support
largely driven by organic search and traffic coming from product pages
product and content are well interlinked
Publishing + social
not much space for UX analytics - heatmaps not needed unlike ecommerce
unpaid visits vs paid visits vs org search visits
metrika EngagementAvg = doba, kdy uživatelé s článkem aktivně interagovali
metrika articleAvgEng = průměrná míra dočtení článku, tj. procento uživatelů, kteří na stránce doscrollovali až na konec
setting up bounce rate (scrolls)
not much space for UX analytics - heatmaps not needed unlike ecommerce
unpaid visits vs paid visits vs org search visits
metrika EngagementAvg = doba, kdy uživatelé s článkem aktivně interagovali
metrika articleAvgEng = průměrná míra dočtení článku, tj. procento uživatelů, kteří na stránce doscrollovali až na konec
setting up bounce rate (scrolls)
Tracking: fb pixel aj., utm, event trackingunified metrics and reporting
conduct a content performance audit:
analyse traffic by source (organic search, referrals, organic social, paid search, display, native ads, paid social): compare qualitative metrics, conversion rates
investigate the connections with other owned platforms of the brand & review its position in the ecosystem
coordinate with UX teams and compile list of pages with high traffic & low exit rates. Identifying these pages will allow us to find optimization opportunities to keep users moving along the site
look into the current media buying tactics to ensure that we are targeting the right audience and spending our budgets efficiently
conduct an SEO audit:
though traditionally a "longer-term" traffic source, we can significantly decrease the time we need to get into the Google top search results by optimizing our content pieces to reflect user interest and relevance