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Tentamen samenvatting content zuurstof voor je klanten
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Het boek ''content zuurstof voor je klanten'' hoofdstukken 1 t/m 7 en hoofdstuk 9 + 10 kort samengevat.
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Tentamen ContentmakerBoek: Content zuurstof voor je klanten
H1: waarom is content zuurstof voor je klanten?............................................................................................4
Wat is content marketing?...................................................................................................................................4
Waarom doen bedrijven aan content marketing?...............................................................................................5
Content is de enige constante in je marketingmix...............................................................................................5
(7P-marketingmix model, McCarthy, Bitner & Booms)...................................................................................5
Producten en diensten:...............................................................................................................................5
Prijs:.............................................................................................................................................................5
Plaats of toegang:.......................................................................................................................................5
Promotie:....................................................................................................................................................5
Participanten:..............................................................................................................................................5
Fysieke bewijsvoering (physical evidence):................................................................................................5
Processen:...................................................................................................................................................6
Content marketing = marketing...........................................................................................................................6
H2: houvast voor je content strategie............................................................................................................. 6
De digitale customer journey als houvast voor je strategie.................................................................................6
Awareness...................................................................................................................................................6
Overwegen..................................................................................................................................................7
Voorkeur.....................................................................................................................................................7
Actie............................................................................................................................................................7
Ervaring.......................................................................................................................................................7
Binding........................................................................................................................................................7
Ambassadeur..............................................................................................................................................8
De customer journey als product..........................................................................................................................8
Onderzoek als houvast voor je strategie..............................................................................................................8
Organisatieonderzoek:.....................................................................................................................................8
Onderzoek je missie:...................................................................................................................................8
Onderzoek bestaande content...................................................................................................................9
Klantonderzoek:...............................................................................................................................................9
Monitoring en sentimentonderzoek...........................................................................................................9
Keyword onderzoek:...................................................................................................................................9
Contentformatonderzoek:..........................................................................................................................9
Marktonderzoek:.............................................................................................................................................9
Share of voice onderzoek:..........................................................................................................................9
Onderwerp onderzoek................................................................................................................................9
Concurrentieonderzoek:...........................................................................................................................10
H3: je doelstellingen en KPI’s bepalen.......................................................................................................... 10
Awareness-doelstellingen...................................................................................................................................10
Doelstellingen bij overwegen en voorkeur.........................................................................................................10
Actie- en verkoopdoelstellingen.........................................................................................................................10
Leadgeneratie:..........................................................................................................................................10
Leadnurturing:..........................................................................................................................................10
Evenementen en content:........................................................................................................................10
Ervaring van klanten benutten...........................................................................................................................11
Upselling en cross-selling..........................................................................................................................11
Engagement na de koop...........................................................................................................................11
, Vergroten van klanttevredenheid.............................................................................................................11
Verzamelen van klantgegevens................................................................................................................11
Binding realiseren met klanten...........................................................................................................................11
Klantbehoud en loyaliteit..........................................................................................................................11
Verhogen van betrokkenheid...................................................................................................................11
Ambassadeurs: je beste verkopers.....................................................................................................................11
Van loyale klant naar ambassadeur..........................................................................................................11
Je werknemers zijn je beste ambassadeurs..............................................................................................11
Functionele of subdoelstellingen........................................................................................................................11
Content KPI’s, succes meten en rapporteren......................................................................................................12
Houd je KPI’s bij..................................................................................................................................................12
H4: klantinzichten centraal in je content strategie........................................................................................12
Geef je klant een gezicht met een buyer persona..............................................................................................12
Informatie verzamelen over je buyer persona....................................................................................................12
Zet al je kennis op papier...............................................................................................................................12
Analyse op basis van kenmerken...................................................................................................................12
Gedragsanalyse van je doelgroep..................................................................................................................12
Clickstreamanalyse van online-gedrag..........................................................................................................13
Houd klantinterviews.....................................................................................................................................13
De customer experience van je buyer persona...................................................................................................13
Micromomenten, verandering in klantgedrag...................................................................................................13
4 algemene micromomenten:.......................................................................................................................13
Snel en gebruiksvriendelijk antwoorden geven:...........................................................................................14
Gevolgen voor je content strategie....................................................................................................................14
H5: je content doelgericht maken................................................................................................................. 14
Wat is je kernboodschap?..................................................................................................................................14
Contentarchitectuur......................................................................................................................................14
Deel 2 = content stijl. Dit verandert per onderdeel van de customer journey........................................14
Hoofdstuk 6: zuurstof voor je strategie......................................................................................................... 15
Adverteren..........................................................................................................................................................15
Search engine advertising (SEA).........................................................................................................................15
Search engine optimalization (SEO)...................................................................................................................15
Belangrijke trend in SEO voor content makers.............................................................................................16
Storytelling..........................................................................................................................................................16
Influencer marketing..........................................................................................................................................16
Waarom zou een influencer willen samenwerken?......................................................................................16
Stappenplan voor je influencer campagne:...................................................................................................16
Business to business influencers (B2B)..........................................................................................................17
Inbound strategie...............................................................................................................................................17
Stappen naar een inbound strategie:............................................................................................................17
Utility content.....................................................................................................................................................17
Productinformatie...............................................................................................................................................17
Hoe productinformatie verbeterd kan worden:............................................................................................17
Content managementsysteem......................................................................................................................18
, User generated content......................................................................................................................................18
Kies de juiste instrumenten voor je strategie.....................................................................................................18
Ontwikkelingen die van invloed zijn op je strategie...........................................................................................18
Hoofdstuk 7: kies je content formats............................................................................................................ 18
Formats en distributiemiddelen..........................................................................................................................18
Tekst....................................................................................................................................................................19
Afbeelding...........................................................................................................................................................19
Video...................................................................................................................................................................19
Audio/podcasting...............................................................................................................................................19
Presentaties........................................................................................................................................................19
Digitaal mediacentrum of perskamer.................................................................................................................19
Wiki’s..................................................................................................................................................................19
User generated content......................................................................................................................................19
Infographics........................................................................................................................................................20
E-books en whitepapers......................................................................................................................................20
Magazines..........................................................................................................................................................20
E-mail..................................................................................................................................................................20
Datavisualisatie..................................................................................................................................................20
Apps....................................................................................................................................................................20
Webinar..............................................................................................................................................................20
Evenementen......................................................................................................................................................20
Virtual reality......................................................................................................................................................20
Augmented reality..............................................................................................................................................20
Online spelletjes..................................................................................................................................................21
Interactieve content/utility content...................................................................................................................21
Hoofdstuk 9: het verspreiden van je boodschap...........................................................................................21
Contentdistributie met het POEM-model...........................................................................................................21
Paid (bought) media......................................................................................................................................21
Owned media.................................................................................................................................................21
Earned media.................................................................................................................................................21
Paid distributiemiddelen.....................................................................................................................................21
Search engine advertising (SEA)....................................................................................................................21
Social advertising...........................................................................................................................................21
Native advertising..........................................................................................................................................21
Video-advertising...........................................................................................................................................21
Re-marketing.................................................................................................................................................22
Owned mediakanalen.........................................................................................................................................22
Je blog als contenthub...................................................................................................................................22
Het owned media distributiemodel...............................................................................................................22
Earned distributiemiddelen................................................................................................................................22
Tools om je content te verspreiden....................................................................................................................22
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