Klosterfrau

Reap what you sow


Digital content marketing
Selling with substance

THE DANDELION PRINCIPLE

Wouldn’t it be interesting to know exactly where the wind carries each and every achene, to know which land on fertile soil and which are able to find root in order to become plants in their own right?

Digital content marketing doesn’t just track and monitor, it can steer the journey, leaving nothing to chance. Every seed is sown right where it should be if it’s to reach the right people or provoke the desired response.

The driving force is a perfectly harmonised system in which journalists, editors, content organisers, channel administrators, consultants and project managers provide their audience with the kind of relevant company information that generates the leads necessary for increased revenues.

WHAT IS DIGITAL CONTENT MARKETING?

The qualitative creation and targeted distribution of content deemed relevant for specific recipients in order to create awareness for a theme amongst potential clients that in turn subtly leads them to the sender and their offer, or reaffirms them in their purchasing decision.

HOW DOES DIGITAL CONTENT MARKETING WORK?

 

 

Kick-off

Though digital content marketing is in itself a defined process, it is always customised to meet the possibilities and individual demands of the company implementing it.

  • Target definition
  • Content source analyse
  • KPI definition
  • Performance plan
  • Budget

Content Pot

A blog serves as the depot for any content created. The sender can be an identity from the company or affiliated with it, or a group of co-authors.

  • Blog contribution
  • Social media plug-ins
  • Newsletter subscriptions
  • RSS feed

Channel analyse

With the use of metric tools, the internet is searched for relevant information and theme-related activity in order to identify advocates and channels.

  • Identification of keywords
  • Threads
  • Influencers
  • Performers

Editorial

Accomplished journalists and experienced ghost writers assume editorial responsibility and create multimedia content in client’s name. This reduces their efforts to content-related suggestions and the approval of input.

  • Texts
  • Images
  • Graphics
  • Podcasts
  • Videos

Seeding

The sowing of content is a core competency of digital content marketing that requires both experience and the regular handling of all of the internet’s media types and channels.

  • Targeted distribution within the social web
  • Blogs
  • Portals
  • Groups and discussions
  • Forums and others

Monitoring

Through the use of metric tools, the location and type of content achieving the highest amount awareness and sharing is observed, analysed and recorded.

  • Distribution analysis
  • Virality analysis
  • Relevance analysis
  • Reporting
  • Lead tracking

 

 

 

 

Ongoing optimisation process

Regular feedback analysis during the process leads to the ongoing optimisation of content-relevance and distribution.

 

 

WHAT CAN DIGITAL CONTENT MARKETING ACHIEVE?

The strategic, specified and active distribution of relevant content within defined target groups creates awareness and recognition, influences image, generates company affinity and strengthens brand loyalty – leading to more leads, turnover and yield.

 

USES AND ADVANTAGES WHEN COMPARED TO ATL ADVERTISING AND PR

  • The exposure duration for interested clients is significantly higher for content than advertising.

  • Clients prefer companies that share and represent their values.

  • Target groups are reached more directly than with ATL advertising.

  • Content marketing convinces and influences through its high credibility.

  • Followers and likes have a significant impact on search engine rankings for content.

  • Digital content marketing in the communications mix sinks lead costs and increases revenues.

  • Content is cost effective and builds enduring values for both the brand and the company.


WHAT MAKES GOOD CONTENT?

Only content that’s significantly relevant for the target group is absorbed and shared. A high viral distribution via likes, shares and comments are the main indicators of good content.