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Content! Zuurstof voor je klant . Samenvatting Hoofdstuk 1 t/m 7, 9&10
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Samenvatting Content! Zuurstof voor je klanten.Antal de Waij, Hoofdstuk 1,2,3,4,5,6,7,9 & 10
Inhoud
Hoofdstuk 1 ................................................................................................................................. 4
Offline contentmarketing .................................................................................................................... 4
Wat is contentmarketing? ................................................................................................................... 4
Waarom doen bedrijven aan contentmarketing? ............................................................................... 4
Content is de enige constante in je marketingmix .............................................................................. 4
Contentmarketing = marketing ........................................................................................................... 5
Hoofdstuk 2 ................................................................................................................................. 5
De customer journey als houvast voor je strategie ............................................................................ 5
De customer journey als product ........................................................................................................ 6
Onderzoek als houvast voor je strategie ............................................................................................. 7
Organisatie onderzoek .................................................................................................................... 7
Klantonderzoek ............................................................................................................................... 7
Marktonderzoek .............................................................................................................................. 8
Hoofdstuk 3 ................................................................................................................................. 8
Awareness-doelstellingen ................................................................................................................... 8
Het vergroten van de naamsbekendheid ........................................................................................ 8
Thoughtleadership: het vestigen of versterken van autoriteit. ...................................................... 8
Doelstellingen bij overwegen en voorkeur ......................................................................................... 9
Verbeteren van imago of reputatie................................................................................................. 9
Engagement voor de koop .............................................................................................................. 9
Actie en verkoopdoelstellingen ........................................................................................................... 9
De userinterface .............................................................................................................................. 9
Conversie optimaliseren met functionele informatie ..................................................................... 9
Leadgeneratie .................................................................................................................................. 9
Leadnurturing ................................................................................................................................ 10
Evenementen en content .............................................................................................................. 10
Ervaring van klanten benutten .......................................................................................................... 10
Upselling en cross-selling .............................................................................................................. 10
Engagement na de koop ................................................................................................................ 10
Vergroten van klanttevredenheid ................................................................................................. 10
Verzamelen van klantgegevens ..................................................................................................... 10
Binding realiseren met klanten ......................................................................................................... 10
, Klant behouden en loyaliteit ......................................................................................................... 10
Verhogen van betrokkenheid ........................................................................................................ 11
Ambassadeurs: je beste verkopers ................................................................................................... 11
Van loyale klant naar ambassadeur .............................................................................................. 11
Werknemers zijn je beste ambassadeur ....................................................................................... 11
Functionele of subdoelstellingen ...................................................................................................... 11
Content-KPI’s, succes meten en rapporteren ................................................................................... 11
Content KPI’s ................................................................................................................................. 12
Houd je KPI’s bij ................................................................................................................................. 12
Hoofdstuk 4 ............................................................................................................................... 12
Geef je klant een gezicht met buyer persona’s ................................................................................. 12
Informatie verzamelen over je buyer persona .................................................................................. 13
De customer experience van je buyer persona ................................................................................. 14
De methode van customer experience mapping .......................................................................... 14
Micromomenten, verandering in klantgedrag .................................................................................. 14
Snel en gebruiksvriendelijk antwoorden geven ............................................................................ 14
Gevolgen voor je contentstrategie .................................................................................................... 14
Hoofdstuk 5 ............................................................................................................................... 15
Wat is de kernboodschap? ................................................................................................................ 15
Verhaaltype ....................................................................................................................................... 15
Informatie perspectief................................................................................................................... 16
Entertainmentperspectief ............................................................................................................. 16
Instructieperspectief ..................................................................................................................... 16
Engagement....................................................................................................................................... 16
Engagement als houding ............................................................................................................... 16
Content als interactievorm ............................................................................................................ 16
Engagement meetbaar maken ...................................................................................................... 17
Engagement stimuleren ................................................................................................................ 17
Persuasion: de overtuigingswetenschappen van Cialdini ................................................................. 18
Je content verbinden – denk een stap vooruit.................................................................................. 18
Hoofdstuk 6 ............................................................................................................................... 18
Adverteren......................................................................................................................................... 19
De rol van search engine advertising ............................................................................................ 19
Search engine optimalisatie .............................................................................................................. 20
Belangrijke trends in SEO voor contentmakers ............................................................................. 20
Storytelling ........................................................................................................................................ 20
, De context van je verhaal .............................................................................................................. 20
Narratieve structuur ...................................................................................................................... 20
Shares ............................................................................................................................................ 21
Parlas ............................................................................................................................................. 21
Charkes .......................................................................................................................................... 21
Influencer marketing ......................................................................................................................... 21
Inbound strategie .............................................................................................................................. 22
Utility content, een nuttig instrument .............................................................................................. 22
Productinformatie: het zit ‘m in de details ....................................................................................... 23
User generated content .................................................................................................................... 23
Kies de juiste instrumenten voor je strategie ................................................................................... 23
Ontwikkelingen die van invloed zijn op je strategie.......................................................................... 23
Hoofdstuk 7 ............................................................................................................................... 23
Formats en distributiemiddelen ........................................................................................................ 23
Hoofdstuk 9 ............................................................................................................................... 25
Contentdistributie met het POEM-Model ......................................................................................... 25
Paid distributiemiddelen ................................................................................................................... 25
Owned mediakanalen........................................................................................................................ 25
Owned media distributiemodel .................................................................................................... 26
Earned distributiemiddelen............................................................................................................... 26
Tools om je content te verspreiden .................................................................................................. 26
Methoden om je contentbereik te vergroten ................................................................................... 26
Methoden om de levensduur van je content te vergroten............................................................... 27
Crossmediale content........................................................................................................................ 27
Nieuwe vormen van contentdistributie ............................................................................................ 27
Hoofdstuk 10.............................................................................................................................. 28
Redactionele formule ........................................................................................................................ 28
Thema’s ......................................................................................................................................... 28
Het juiste verschijningsmoment.................................................................................................... 28
De juiste interval ........................................................................................................................... 28
Juiste verschijningsvorm ............................................................................................................... 28
De contentkalender ........................................................................................................................... 28
De rol van actualiteit in je content ................................................................................................ 28
Gebruik een issuekalender voor voorspelbare actualiteit ............................................................ 28
Productsnelheid bij actualiteit ...................................................................................................... 28
De organisatie als redactie ................................................................................................................ 29
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