Content MKT Book

This project has been funded with support from the European Commission under
the Lifelong Learning Programme. This publication reflects the views only of the
author, and the Commission cannot be held responsible for any use which may be
made of the information contained therein.
2
v.
CONTENT marketing
Handbook
Simple Ways to Innovate
Your Marketing Approach
The Consortium implementing this project consists of:
»» Nowoczesna Firma S.A. (NF)
»» Management Observatory Foundation (MOF)
»» Sviluppumbria S.p.A (SVIL)
»» Paragon Europe (PRN)
»» ABIF
Authors:
»» Justyna Dobaj (NF)
»» Rafał Dubrawski (NF)
»» Karolina Sikorska (NF)
»» Piotr Maczuga (MOF)
»» Anna Jaruga (MOF)
»» Krzysztof Zieliński (MOF)
»» Elisabetta Boncio (SVIL)
»» Susanna Paoni (SVIL)
»» Diana Arutjunjan (PRN)
»» Diane Muscat (PRN)
»» Dr. Nadia Theuma (PRN)
»» Monira Kerler (ABIF)
»» Marco Orlando
In cooperation with:
Sabina Addamiano
Maria Bordoni
Giada Cipolletta
Joyce Grech
Dr. Walter Holiczki
Paolo Luchetti
Kirsten Neubauer
Dr. Philipp Pfaller
Krzysztof Szczepaniak
Warsaw 2015
Content Marketing Handbook – Simple Ways to Innovate Your Marketing Approach
www.cmex.eu
I
Table of Contents
Acronyms V
CHAPTER 1 – Foreword 1
1.1 This Handbook and its objectives 2
1.2 The CMH Approach 2
CHAPTER 2 – Introduction to Content Marketing 5
2.1 Definition of Content Marketing 6
2.2 Content Marketing IS NOT… 7
2.3 Content Marketing vs. traditional marketing: what’s the difference? 8
2.4 History & Evolution of Content Marketing 10
CHAPTER 3 – Objectives, Benefits and idea for content in CM 21
3.1 Business objectives of Content Marketing 22
3.1.1 Why are companies using CM? 22
3.1.2 How are companies running CM? 23
3.2 Extra benefits of using CM 24
3.2.1 More inbound approach 24
3.2.2 Customer engagement and innovation 25
3.2.3 Search Engine Optimisation 25
3.2.4 Development of knowledge culture 25
3.2.5 Better use of company resources 26
3.3 Idea for the content 26
3.3.1 Your employees 26
3.3.2 User-generated content 27
3.3.3 External experts 27
3.3.4 Trends 28
3.3.5 Analysis of competitors’ activity 28
3.3.6 Content repurposing 28
CHAPTER 4 – CM Tools and Tactics 29
4.1 The essence of Content Marketing 30
4.2 Blog 32
4.3 Social media 34
4.4 Case study 36
4.5 Webinar 38
4.6 Online transmission 40
4.7 Video publication 42
4.8 Sponsored article 44
4.9 Newsletter 46
4.10 Online presentation 48
4.11 Mobile application 50
4.12 Infographic 52
4.13 E-book 54
4.14 Whitepaper 56
4.15 In-person event 58
II CONTENT MARKETING HANDBOOK

4.16 Gamification 60
4.17 Micropage 62
The 5Ws of Content Creation 64
Content Creation Best Practices 65
CHAPTER 5 – Content Marketing strategy 67
5.1 Marketing strategy 68
5.2 Content marketing strategy – first steps 69
5.3 How to determine a Content Marketing goal? 70
5.3.1 Goal determination through questions 70
5.3.2 SMART and SMARTER 70
5.4 Target group 71
5.4.1 Target group definition 71
5.4.2 Direct and indirect consumers 72
5.4.3 Adaptation to the target group 72
5.4.4 Targeting errors 72
5.5 Selection of Content Marketing tools 73
5.5.1 Content marketing tools 73
5.5.2 How to use specific tools? 74
5.6 Schedule 76
5.7 Team 77
5.8 Budget 77
5.9 Content marketing distribution 78
5.9.1 Classification of distribution channels 78
5.9.2 Selection of distribution channels 78
5.10 Content marketing measurement 79
5.10.1 Content marketing indicators 80
5.10.2 Compliance of indicators with goals 80
5.10.3 Where can you find data? 81
Eight Steps to Effective CM Strategy 83
A Scheme to Help You Create an Effective CM Strategy 84
Implementing CM In Your Company: A Summary Scheme 86
CHAPTER 6 – Tool use strategy in Content Marketing 87
6.1 Introduction 88
6.1.1 Huge communication change 88
6.1.2 A Content Marketing expert is a designer 89
6.1.3 Content marketing is not witchcraft. It includes simple yet effective ideas 90
6.1.4 First give, then take 91
6.2 Storytelling 93
6.3 Personal Branding 94
6.4 Gamification 95
6.5 Other strategies 97
6.6 How to combine everything? 98
III
6.7 Action measurement methods in Content Marketing 98
6.7.1 Marketing automation or lead generation 98
6.7.2 How to calculate profits brought by your actions? 100
CHAPTER 7 – International best practices in the use of CM 103
7.1 Introduction 104
7.2 Methodology 104
7.3 Analysis 105
7.3.1 Terre di Guagnano – Italy 105
7.3.2 Ströck – Austria 108
7.3.3 Ogilvy Malta 111
7.3.4 IKEA – Poland 113
7.4 Conclusion 116
CHAPTER 8 – Future Trends and Predictions 119
8.1 Introduction 120
8.2 Quality will be the Key, not Quantity 120
8.3 Future Use of Content Marketing Tools and Platforms 121
8.3.1 Companies Will Rely on Dedicated Content Strategies and Professionals 121
8.3.2 Budgets Bound to Content Marketing Will Increase 122
8.3.3 Companies Will Learn How to Measure Content Effectiveness 123
8.4 Conclusion 124
Appendix 125
Data Collection Grid 126
Survey Questionnaire 127
The results of a survey carried out in the four partner areas 135
Explorative Survey in Poland, Italy, Austria and Malta 136
Method 136
Poland 137
Social media use 139
Reasons for not using CM tools 139
Purposes for CM use and impact measuring 140
Challenges and benefits 140
Future aspects 140
Austria 141
Challenges and benefits of CM 144
Future aspects 144
Malta 144
Italy 149
Glossary of Terms 153
Sources and Publications 157
Links 159
IV CONTENT MARKETING HANDBOOK

Acronyms
B2B Business To Business
B2C Business To Consumer
CM Content Marketing
CRM Customer Relationship Management
CMEx Content Marketing Expert
CMS Content Management System
CPM Cost Per Thousand Ad Impressions
CRM Customer Relationship Management
NGOs Non-Governmental Organizations
ROI Return on Investment
RSS Really Simple Syndication
SEO Search Engine Optimization
SMEs Small and Medium-sized Enterprises
URL Uniform Resource Locator
V
In this chapter you will learn
› Why we decided to write this handbook
› About the purposes of this handbook
› How we created the publication
CHAPTER 1
Foreword
1.1 This Handbook and its objectives
This handbook aims to present innovative Content Marketing methods and

solutions (based on proven, transferred models) that can be applied by
SMEs to help them increase their innovation level and performance.
This handbook has been produced within “Content Marketing Expert” (CMEx), a project
co-funded by the European Commission under the Lifelong Learning Programme, to raise
awareness about the special role of Content Marketing in the modern world, provide prac-
tical knowledge on this subject, and thus enhance the competitiveness of companies using
CM tools.
Content Marketing allows SMEs to share knowledge and to raise their visibility. CM is a key fac-
tor for competitiveness, development and often even for the survival of companies. Content
Marketing is a very powerful tool and an effective way to reach potential customers but it is
surprisingly very little used. It can be understood and used without extensive training, but
companies often see a danger in this kind of strategy: They are afraid of giving away valu-
able knowledge without being certain of receiving something in return. That is why many
companies rely solely on traditional marketing methods.
In the era of globalization, modern marketing techniques are key factors and the effectiveness
of Content Marketing is undisputed. It has been confirmed by several research studies and
surveys, what is reflected in the marketing strategies of the largest companies in the world.
Recent developments in streaming video and interactive educational materials make it pos-
sible to use the Content Marketing approach in very dynamic and complex forms. Therefore,
marketing specialists, entrepreneurs and SMEs and their employees should carefully consider
their Content Marketing strategy before starting any business activity.
1.2 The CMH Approach
The Content Marketing Handbook (CMH) starts from a shared definition of what Content
Marketing means, how it evolved and how it relates to other marketing practices, what strat-
egies, tools, objectives and benefits it involves today. The authors conducted research of
current practices worldwide. Finally, they analysed the state of the art, who practices it
and how, and they identified good practices and strategies and documented these through
case studies.
Specific tactics and tools have been studied in depth, identifying strengths relative to dif-
ferent goals, target groups and distribution, how Content Marketing is implemented, how its
results are measured, lessons learnt/mistakes to avoid, and some good practices.
The intention is to illustrate not only what high-profile international companies with well-
funded marketing specialists are able to accomplish, but more importantly, to highlight
achievements that are possible by small companies without large budgets. While the
former can illustrate and set a high target, it is even more important to show what SMEs
are able to do, inspiring other SMEs to envision themselves performing Content Marketing
and becoming more competitive. The case studies reported also provide a benchmark of
current practices between the SMEs in participating countries.
2 CONTENT MARKETING HANDBOOK

CMEx project partners had also consulted marketing experts at every stage of the project
– testing the handbook during workshops, incorporating changes based on the feedback
from questionnaires, creating teaching materials and this handbook and adapting it to the
workflow and goals of SMEs and their employees.
The first version of the Content Marketing Handbook was translated into the project part-
ners’ national languages and made available to a group of potential users (SMEs and their
employees, NGOs, entrepreneurs and marketing experts) in each country.
After a period of testing, further revisions were incorporated based on the results obtained
from those who have used it in the trial period.
The final version of the handbook has been shared throughout the EU, its citizens
and companies.
Foreword 3
› What is and what is not CM
› About history and evolution of CM including pioneering examples of its practice
› What is the difference between CM and traditional marketing
CHAPTER
Introduction to
2
Content Marketing
2.1 Definition of Content Marketing
“Content marketing is a marketing technique of creating and

distributing relevant and valuable content to attract, acquire, and
engage a clearly defined and understood target audience – with
the objective of driving profitable customer action“.1
This is the definition developed by the Content Marketing Institute and recognized by the
international community of experts in marketing.
Some other original ways in which experts have framed the practice of Content Marketing are:
»» Content marketing is the opposite of advertising. It’s about engaging consumers with
the stuff they really want, in a way that serves your brand’s purposes and ideals, rather
than just trying to jam your logo into their periphery. It’s reaching the exact consumers
you want, instead of a vaguely defined demo. It’s helpfully providing an experience they
want, instead of trying to distract them from the one they came for. In short, it is the very
evolution of advertising itself into something more effective, more efficient, and much
less odious (Keith Blanchard – Story Worldwide).
»» Content Marketing embodies an organization’s core brand elements. It uses a variety

of media formats such as text, video, photographs, audio, presentations, e-books and
infographics to tell your brand or company’s story. It can be read on a variety of devices
including computers, tablets, smartphones and others. It’s distributed via owned, third
party and social media platforms and it provides measurable results through the use of
appropriate calls-to-action and promotional codes (Heidi Cohen – Riverside Marketing
Strategies).
»» A winning strategy succeeds when technology and people work together. Automation and
semantics can help to filter, facilitate and uncover hidden treasures, but it is the human
touch – thoughtful selection and consideration of content – that will create a truly new
and engaging brand experience for audiences to discover, enjoy and share. In this sense
Content Marketing is a winning strategy (Kelly Hungerford – Paper.li).
The definition of Content Marketing further depends on the author’s viewpoint and back-
ground, but the rules of good Content Marketing and essential strategies and principles are
very much alike in most cases.
One of the key similarities in all the different ways of looking at Content Marketing is that the
customer experience and the needs, preferences and questions of people and the so-called
target audiences are at the centre.
A consistent use of relevant content runs like a thread through all marketing activities.
Good content is essential everywhere so using it in a smart way is crucial.
1 http://contentmarketinginstitute.com/what-is-content-marketing/

Content marketing is a narrative form of marketing that provides customers with useful infor-
mation, at moments when they are interested in receiving it, in an engaging, not “sales-ey”
way. This enables it to break through the advertising clutter that consumers ignore or view
sceptically, while it gently persuades prospects and helps buyers and the public.
Even if Content Marketing may appear to be a recent innovation in marketing practice, really
it’s simply a new technique to convey the same information that consumers have always
wanted about products and services. Its power has been exponentially improved with today’s
social media platforms and other devices.
2.2 Content Marketing IS NOT…
»» Content Marketing IS NOT creation and distribution of valuable and relevant content…
if it were artists, cinematographers, etc., would be marketing experts. Content Marketing
is a particular way of solving the customer acquisition problem by openly demonstrating
value to suspects, prospects and leads, in an attempt to emotionally fascinate them long
enough that they are involuntarily attracted to the value proposition posited by the con-
tent marketer. This process creates customers that are willing to buy not only the initial
offering, but also subsequent ones, without any kind of re-marketing. (Bryan Del Monte
– Agency Founder and Managing Member of Clickafy Media Group).2
»» Content Marketing IS NOT a noun but a verb, and a very active verb, with ongoing action.
You don’t just do it, and then stop. You do it, and keep doing it. And on and on. (Neil Patel
– Chief Evangelist of KISSmetrics and Blogger at Quick Sprout).3
»» Content Marketing IS NOT a content strategy. […] Content Marketing is a tactic. It involves
everything needed to ensure your content acts as a magnet that attracts prospects to
content that helps you reach (even exceed) your vision (Scott Abel – Content Marketing
Strategist and Social Networking Choreographer).4
»» Content Marketing IS NOT about products, features, feeds and speeds or sales pitches.
It’s focused on what your products, services or solutions help your customers to achieve.
This content is oriented to the buyer’s perceptions, needs and priorities and provides
a connected pathway that helps them advance their journey toward a purchase decision by
catching and sustaining their attention across the channels they frequent. (Ardath Albee,
B2B Marketing Strategist at CEO of Marketing Interactions, Inc.).5
»» Content marketing IS NOT advertisements or direct marketing selling collateral.

Content marketing provides materials that are well planned and thoughtful ways that
target customers and make them stop, think and behave differently. (Kentico EMS Marketing
Quick Start Guide).6
2 http://www.adweek.com/prnewser/content-marketing-is-not-about-content/111775
3 http://hub.uberflip.com/h/i/51346921-content-marketing-is-not-a-noun
4 http://info.verticalmeasures.com
5 http://info.verticalmeasures.com
6 https://www.kentico.com/Product/Resources/Quick-Start-Guides/Kentico-Content-Marketing-Quick-Start-Guide/
Content-Marketing
Introduction to Content Marketing 7

»» Content Marketing, IS NOT a campaign, it is a long-term commitment. But Content
Marketing is not designed to convert leads immediately. The goal is long-term, continu-
ous engagement. (John Hall – CEO of Influence & Co.).7
»» Content Marketing IS NOT also a tactic that you can just turn on and off and hope that it
will be successful. It has to be a mind-set that is embraced and encouraged (C.C. Chapman,
co-author with Ann Handley of Content Rules).
»» Content Marketing IS NOT push marketing, in which messages are sprayed out at groups
of consumers. Rather, it’s a pull strategy – it’s the marketing of attraction. It’s being
there when consumers need you and seek you out with relevant, educational, helpful,
compelling, engaging, and sometimes entertaining information (Rebecca Lieb, author of
Content Marketing “Think Like a Publisher – How to Use Content to Market Online and in
Social Media“).
2.3 Content Marketing vs. traditional marketing: what’s the difference?
“Traditional Marketing – Talks at People, Content Marketing – Talks with them”

(Doug Kessler , Creative Director and Co – Founder of Velocity Partners)
Traditional Marketing is the process of analysis, planning, implementation and monitoring

of decisions re-garding product, price, promotion and communication in order to create
exchanges that make it possible to achieve the goals of individuals and organizations.8
It takes into account the variable “customer” only marginally: the customer is seen as an
objective of marketing actions intended to satisfy his/her desires and needs.
In modern markets, characterized by a growing demand for personalized products and

services, the customer expresses expectations for quality, service and flexibility of supply,
and this necessarily implies a shift from a product-oriented marketing logic to a customer-ori-
ented one, where the relationship with the customer is at the center of decisions. The goal of
marketing is no longer the market share or the volume of sales but the customer satisfaction,
his trust and loyalty that turn out to be a direct result of the quality of relationships that are
the heart of the Content Marketing.
Traditional Marketing promotes your company and your brand, Content Marketing, in addition
to this, lets customers talk and interact with you .
Traditional channels vs digital channels
The most relevant difference between Content Marketing and Traditional Marketing is the
means of distribution. While Traditional Marketing uses TV, radio commercials, newspaper
and magazine ads, banner ads, direct mail advertisements, brochures, fliers, billboards and
signs to get its message out, Content marketing uses very different distribution channels
like social media, which is the most popular way to publish content (used by 92% percent
of content marketers), email newsletters, website articles, blog posts, infographics, videos,
webinars, and podcasts, white papers and e-books.
7 http://www.forbes.com/sites/johnhall/2014/04/13/content-marketing-is-a-long-term-commitment-not-a-campaign/
8 American Marketing Association (1988)

Talking vs. giving
Traditional marketing talks about your product or service, to target audiences: why they
need it, and how to get it. It attempts to persuade customers to make a purchase, without
itself providing value.
Content marketing takes a completely different approach. Rather than placing your product
before the consumer, you publish material that the target audience finds useful or interest-
ing. You give them something of value, and if you’ve done your job well, they will come back
to you when they need your product or service.
Monologue vs. Dialogue
Traditional marketing is one-sided. You send out fliers or TV spot and people can see them,
but they can’t interact with your brand, they can’t make questions or leave comments.
Content marketing is interactive; thanks to Internet, it provides the opportunity to have

a dialogue with your customers (or potential customers), rather than merely force them to
listen to your monologue.
Generalized vs. Personalized
Traditional marketing generally involves a message that is transmitted for several months
or even years, so it is designed to appeal to as wide an audience as possible.
On the other hand, because Content Marketing is about earning the user’s trust, the content
needs to be directed towards a smaller, more specific audience so that it speaks to them
directly and gives them a reason to engage with you.
Static vs. Shareable
Traditional marketing content is not easily shareable while Content marketing offers the
customer something funny, informative or inspiring, and does so in an interactive forum like
social media, where it is easier to share. And because people share what makes them look
good, the better the content, the more exposure it will get.
TRADITIONAL MARKETING CONTENT MARKETING

traditional channels digital channels
talking giving
monologue dialogue
generalized personalized
static vs shareable

2.4 History & Evolution of
Content Marketing
Sometimes, when we speak of Content

Marketing, one is led to think that it is some-
thing new and innovative designed especially
for the internet, but history says that this is
not so.
Content Marketing is a success coming from

the past, it is something of a practiced craft
with a longer history than we might expect.
The story of Content Marketing spans the past

120 years, beginning with a baking powder
manufacturer that published a revolutionary
practical cookbook. By the way, we often read
or hear about “Content Marketing“, i.e. the
creation and sharing of media and editorial
content by companies in order to acquire
customers, it is natural to think that we are
faced with something relatively “new” and
designed specifically to be conveyed through
social media, but let’s look at this infographic
created by the Content Marketing Institute,9
which illustrates, in short, the history of the
Content Marketing.
As we can see, Content Marketing is anything

but new: Content Marketing has a long history
behind it, it is a tried and a true marketing
strategy that has been utilized by several
brands to successfully build or consolidate
their reputation.
Though the types of content created by

brands today are very different from the type
of content distributed a hundred years ago,
the core concept it still the same.10
August Oetker
In 1891 August Oetker11 sold small packages
of his Backin baking powder with recipes printed on the back. In 1911 he started publishing
a cookbook that has gone through several updates over the past 100 years and now it is one
of the most “best-selling” cookbooks with more than 19 million printed copies. All recipes
originated from the test kitchen of the Oetker company and the book was carefully written
as a textbook to teach cooking from scratch.
9 http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/
10 Arnie Kuenn (Jun 25, 2013) , “Is John Deere, The Original Content Marketer?”
11 http://www.oetker.us/us-en/about-dr-oetker/about.html

Oetker was very aware of the need for good marketing and practical communication, and
used to lend authority to his marketing. The goal was to communicate the quality and reli-
ability (“succeeds every time”) of this brand-name product, which more than a century later
remains a best seller.
John Deere
In 1895 agricultural machinery manufacturer John Deere,12 in hopes of becoming a resource
for its customers, launched The Furrow magazine.
The Furrow is not filled with promotional messages and self-serving content, it is not selling
John Deere equipment directly (like a catalogue would do) but it provides information to
farmers on how to solve daily problems and increase their profits.
It was developed by thoughtful journalists, storytellers, and designers, and covered topics
that farmers cared about deeply.
The Furrow, considered the first custom publication and the earliest example of Content
Marketing, is still in circulation, reaching 1.5 million readers in 40 countries in 12 different
languages.
John Deere is often given credit for being the first to leverage Content Marketing as part of
a long-term business process.13
Michelin
In 1900 Michelin,14 a French tyre company, published its first guidebook – the 400-page
Michelin Guide – to help drivers maintain their cars and find accommodation and refreshment
points while touring France. The guide also included addresses of fuelling stations, mechan-
ics and tyre dealers: the logic being presumably the connection between tyres and travel.
An amount of 35,000 copies of the first edition were distributed for free.
As the success of the initiative kept growing through the years, Michelin started selling these
books in 1920. “This Guide was born with the century, and it will last every bit as long”, said
the Michelin brothers, André and Edouard, in the preface to the first ever Michelin Guide.
More than 100 years later, the Michelin Guide still remains the reference for the restaurant
and hotel world, and is today available in 14 editions covering 23 countries and is sold
in nearly 90 countries. It also set a precedent for both informative guides and Content
Marketing distribution.
Woodward’s Genesee Pure Food Company

In 1904 Woodward’s Genesee Pure Food Company15 started the distribution of the cookbook
Jell-O, the gelatine dessert produced by the company. Jell-O was the main ingredient in the
recipes featured: this forward-looking marketing tactic led to a strong increase of sales.
Jell-O made its books easily available by delivering them door-to-door for free to anyone
who wished to experiment with creative Jell-O dessert recipes.
12 http://www.deere.com/furrow/
13 http://contentmarketinginstitute.com/2013/09/content-marketing-history-and-future/
14 http://www.viamichelin.co.uk/tpl/mag6/art200903/htm/tour-saga-michelin.htm
15 http://www.jellogallery.org/history.html

“There’s Always Room for Jell-O”: this is the campaign slogan of a simple gelatine dessert that
is known today as “America’s Most Famous Dessert”.16 The success story is the result of adver-
tising and merchandising methods, new and different, never before employed. Today, the
brand is so popular that Jell-O has become a generic term to refer to gelatine dessert across
the United States and Canada.
Burns and McDonnell

In 1913, the U.S. Engineering and Consulting company Burns and McDonnell17 introduced
its BenchMark magazine, a quarterly engineering periodical that covers a broad range of
trends, topics and engineering disciplines, as well as general-interest engineering pieces.
The periodical helped the company to illustrate its expertise in the engineering industry by
providing high quality educational content to potential customers.
This high-level expertise is something the firm is very proud of and serves as a differentiator
when compared to competitors.
The magazine is still published today both in printed and digital version, viewable online
and on mobile devices. It is not only being the engineering industry’s top free magazine,
but also the oldest.
Sears
In 1924 Sears18 launched its World’s Largest Store Radio Program, keeping farmers informed
during the deflation crisis with contents supplied by the Roebuck Agricultural Foundation.
Sears understood that radio was a great tool to reach the audience, since in the previous
years the company had regularly paid radio stations to broadcast advertisements, increasing
its popularity among farmers.
Procter and Gamble

In 1930s soap manufacturers Procter and Gamble19 was the first company to advertise nation-
wide and directly to consumers. It literally created the concept of “soap opera” by sponsoring
radio and television dramas targeting women.
On the 4th of December 1933, at 3:00 pm, NBC’s Red Network aired the first episode of Oxydol’s
Own Ma Perkins sponsored by P&G. This was more than the debut of a programme. It was
the first daytime serial on network radio sponsored by a Procter & Gamble product – and
more importantly, a Procter & Gamble SOAP product.
Using dramatic, engaging storylines, these soap operas became an integral part of a regular
talking point where people’s daily lives and the company increased soaps’ sales.
16 Wyman, Carolyn (2001). Jell-O: A Biography – The History and Mystery of America’s Most Famous Dessert. Mariner Books.
pp. 4–5. ISBN 978-0156011235.
17 http://www.burnsmcd.com/BenchMark
18 http://www.searsarchives.com/history/chronologies/detailed/1920s.htm
19 http://www.old-time.com/commercials/1930%27s/OOMP.htm

Nike
In 1966, the founder of the Nike20 company, Bill Bowerman, after observing a jogging club in
New Zealand, began to understand the value of jogging as a traditional fitness routine and
so he published a booklet on jogging that basically brought the sport to America.
This 19-page booklet, titled Jogging, was written by Bowerman and an experienced cardi-
ologist to help the average American get fit through running, not to sell shoes. Along with
Bowerman’s other involvement with professional athletes, his work helped inspire the 1970s
running boom that Nike clearly benefitted from.
The booklet never once mentioned Nike shoes. It didn’t need to. Great content brings great
movement all on its own. Content creates movement because it focuses on distributing ideas
and adjusting consumer behaviour.
Nike’s strategy was based on a perceived need. As first, that need wasn’t for better running
shoes, but rather for jogging itself. Once the trend was ingrained, the need shifted and the
“jogging shoes” themselves became the felt need. Bowerman’s original goal was to promote
a sport and an idea that he believed in. Nike probably wouldn’t be what it is today without
Content Marketing.
Hasbro
In 1982 Hasbro21 signed a partnership agreement with Marvel Comics, starting a revolution
in the toy industry. The two companies simultaneously created G.I. Joe Comic Book series,
based on a complex back-story of the heroes fighting against the Cobra Command, and an
associated range of toys.
An animated television mini-series and video games were then developed, contributing to
the huge success of the toys; for the first time G.I. Joe proved that creative cross-channel
promotion was a viable option even when content marketers were more limited in their
choice of media.
The idea was simple – the comics would generate interest in the toys, driving sales, kids
would play with the toys and then want to read more of the comics to learn more about
their favourite characters.
LEGO
In the 1980s, LEGO22 faced a tremendous threat from competing construction toys. To cope
with this situation, in 1987 LEGO began building a brand content empire by producing wildly
successful LEGO videogames, with all their cross merchandising and brand extensions with
Star Wars, Harry Potter and others, and launching the Brick Kicks magazine now “LEGO Club”
delivered to millions of LEGO Club members around the world.
Today LEGO is such a giant when it comes to brand content, that at times it more closely
resembles a media company than a toy company, literally dominating the competition through
multimedia storytelling. As a toy company, no one else comes close to what LEGO has been
able to accomplish with branded content.
20 http://coschedule.com/blog/nike-marketing-strategy/
21 http://en.wikipedia.org/wiki/G.I._Joe:_A_Real_American_Hero_%28Marvel_Comics%29
22 http://contentmarketinginstitute.com/2013/06/build-brand-content-empire-learn-from-lego/

Each LEGO story line has a dedicated microsite that features plot and character explanations,
online games, movies, polls and quizzes and, of course, retail links. Two great examples are
LEGO Star Wars and LEGO Ninjago.
For each storyline release, LEGO produces a serial-style movie that runs both on cable and,
eventually, through the LEGO website. Most recently, LEGO released its LEGO CHIMA series
with a new cartoon through a partnership with Cartoon Network.
LEGO has created Click, a community platform that encourages fans to share their LEGO cre-
ations. The company has also created My LEGO Network, a social network designed especially
for children (with a high level of parental control and safety measures), where members can
create their own personal pages, win rewards, meet other LEGO fans (and battle them in
game modules), and watch LEGO TV.
Although LEGO generates direct revenues from its content (licensing fees for LEGO cartoons,
books, and games), most content is created to support its business model (which is to sell
more LEGO product).
John F. Oppedahl
In 1996, John F. Oppedahl,23 during a roundtable for journalists held at the American Society for
Newspaper Editors Conference, coined the expression “Content Marketing”. On this occasion,
he offered some different ways to think about readers and how the paper was marketed.
He thought that rather than readership, satisfaction needs to be measured – with the goal of
moving those who are dissatisfied to satisfied and those who are satisfied to very satisfied.
He argued that a factor affecting satisfaction was the day of the week. What people wanted
on their Monday paper was different from what they wanted on their Friday paper. There were
certain core topics for different days, and readers had been willing to pay a week’s price
for only four days of papers – if they could pick the four days. So, he suggested undertaking
an editorial reorganization of certain days. On his opinion, consumers react and follow, but
they don’t lead.
PlaceWare
In 1996 PlaceWare,24 a spin-off from Xerox’s PARC Laboratory, started offering web confer-
encing services. Later that year, WebEx was founded. Web conferencing started to make its
way into the marketing mix, branded as Webinars or Webcasts.
Microsoft
In 2004 Microsoft launched Channel 9,25 the first corporate blog to target the developer
community. Channel 9 is a Microsoft community site for Microsoft customers. It has video
channels, discussions, podcasts, screencasts and interviews with Microsoft. Inspired from
the unintentional efforts of Microsoft engineers, it became an immediate success.
Today, the video blog still goes “in the trenches” to cover what Microsoft engineers and
creators are working on that are of interest to the company’s followers.
23 http://files.asne.org/kiosk/editor/june/doyle.htm
24 http://rebar.ecn.purdue.edu/ect/links/technologies/internet/placeware.aspx
25 http://www.microsoft.com/en-us/news/features/2011/sep11/09-08channel9.aspx

LiveVault
On 21 February 2005 LiveVault,26 a provider of data backup services, needed to promote their
new disk-based backup system for corporate data. They knew that traditional media would
not cut through the clutter and allow them to reach their audience of IT professionals so
the independent marketing consultant, Jeff Weiner asked Captains, along with their sister
company, Thunder Sky Pictures, to create a viral web video starring John Cleese that would
grab the attention of IT managers.
The result was a new six minutes video featuring John Cleese and the “Institute of Backup
Trauma”. The incredibly funny video, sent by mail to 150,000 people (mostly IT managers),
went viral with a 20% click through rate on the 150,000 emails they sent out, generating over
250,000 downloads within the first couple of months. Ten months later the video was being
downloaded between 2,000 and 10,000 times a week.
Red Bull
In 2007 the Austrian company Red Bull,27 the media company that just happens to sell energy
drinks, launched its official magazine The Red Bulletin, which now has over 5 million sub-
scribers. This is also inserted in newspapers as a free publication. The Red Bull publishing is
extensive both in media, channels and formats. It includes mobile apps, print, web TV, web
radio, newsfeeds, social networks, video, and even a full length film. It owns 900 different
domain names spread across 36 languages.
Red Bull understands the importance of mobile; in fact it has developed apps, games and
platforms that work for all devices.
The company sponsors a music school and a month-long event called Red Bull Music Academy.
It also sponsors different sporting events, such as diving, Formula One Motorsport, plane
racing, snowboarding and cycling, just to name a few.
Red Bull has learned to entertain first, it understands that if you do this, the sales will come.
They create conversations “around” their brand: they understood that no one wants to talk
about a drink, but they will talk about music, share amazing photos and embed videos that
are epic.
They created a focused and powerful content strategy by setting up a separate media com-
pany. No distractions are allowed from the goal of publishing awesome content.
BlendTec
In 2007 BlendTec28 – a $40-million Orem, Utah-based company specialised in food-process-
ing appliances – uploaded its first “Will It Blend“ video on YouTube, well acknowledged as
one of the pioneering campaigns in the nascent field of viral marketing. The video showed
a BlendTec blender that made a smoothie out of 13 spiced buffalo wings, a bowl of tortilla
chips, and a can of soda. It became an instant hit and spawned a series of “Will It Blend”
videos showing the industrial – strength blender utterly destroying and pulverising iPhones,
firearms, golf clubs, and other items.
The viral sensation led to a 700 percent revenue growth for the blender manufacturer.
26 http://soundcry.com/video/GZ2lShDM4-0/John-Cleese-%E2%80%93-Institute-of-Backup-Trauma-%E2%80%93-LiveVault
27 http://www.jeffbullas.com/2013/11/08/is-this-the-top-content-marketing-company-in-the-world/#JoXGw5MoOu5m9KmV.99
28 http://www.blendtec.com/

The campaign has brought BlendTec’s all-powerful blender more than 100 million views and
BlendTec’s YouTube channel now has over 600,000 subscribers.
AMEX
In 2008 AMEX29 launched OPENForum, the American Express content platform focused on
financial, marketing, and operational solutions for small businesses.
Designed to help business owners grow their business, not out of altruism, but rather of
enlightened self-interest. Many small businesses are Amex customers and their growth is
good for Amex.
OPENForum gives business owners practical information and educational content, insights
from industry experts and business owners (there are over 200 contributors), and tools to
connect and collaborate.
The site has user generated content but also content from publishers such as Inc.com.
AMEX now gets as many new credit card inquiries from this platform as it does from any of
its other ventures.
American Express intentionally does not publish self-promotional material but focuses
on giving customers content that they want and need. The topics that interest small busi-
nesses include personal productivity, business management and finance. These are areas
that American Express can legitimately comment on without selling but rather than promot-
ing American Express cards, their Content Marketing approach means they have become
a trusted authority on supporting small businesses and developed longer term relationships
with customers and potential customers. The benefits to American Express from this con-
tent and community marketing include building brand equity, acquiring new customers and
developing the loyalty of existing customers. They don’t need to overtly sell their services.
Content Marketing Institute

In 2010 the Content Marketing Institute30 was founded by Joe Pulizzi, the leading evange-
list for Content Marketing, an entrepreneur, speaker, and author on Content Marketing,
who believes passionately that there is a better way for brands to market than how they’ve
done it in the past.
The CMI has been created with the mission of advancing the art and science of the practice
of Content Marketing, and which now has over 60,000 subscribers, hailing from nearly every
country on the planet.
The CMI provides all information about Content Marketing: articles, magazines, sources,
researches, experts focuses, trainings, consulting, events organization, webinars, etc.
29 http://anderspink.com/portfolio-items/7-content-marketing-lessons-from-american-express-open-forum/
30 http://contentmarketinginstitute.com/

Coca-Cola
In 2011 the Coca-Cola31 company posted on YouTube two videos in which, thanks to a sequence
of amusing and curious images (in fact the dominant brand in the colours white, red
and black), shows the creativity that lies behind its renowned marketing strategy named
Content 2020. Jonathan Mildenhall architects Coca-Cola’s Content Marketing strategy and
makes it available for the world to view.
The company’s ads have always been creative and entertaining. Coca Cola is one of the most
recognisable brands in the world. It doesn’t matter where you go, Coca Cola is there!
Coca Cola is also the largest business brand on Facebook with nearly 92 million fans.
Content for Coca Cola is the “Matter” and “Substance” of “Brand Engagement”. The pur-
pose of content excellence is to create ideas so contagious that they cannot be controlled.
On a social web, people can easily share ideas, videos and photos on social networks such
as Facebook, so the company wants to create content that could to be shared, whether that
be an image, a video or an article.
Coca Cola has realised that the consumer creates more stories and ideas than they do, so
their goal is to provoke conversations and then act and react to those conversations 365
days of the year.
The new distribution technologies of Twitter, YouTube and Facebook provide greater con-
nectivity and consumer empowerment than ever before. So Coca Cola believes that just
publishing isn’t enough, but is necessary interact with its audience and “tribe”.
Coca Cola has come to the realisation that in order to grow their business on the social web
they need to move on from “One Way Story Telling” to “Dynamic Story Telling”. This means
they need to allow the story to evolve as they interact and converse with their customers in
many media formats and social networks. Storytelling has moved on from static and syn-
chronous, to multifaceted, engaged and spreadable.
Content Marketing World

On September 2011 in Cleveland, Ohio, Content Marketing World32 debuted, the largest
annual Content Marketing event on the planet, with the participation of over 600 marketing
professionals from 18 different countries coming together to rally around the practice of
Content Marketing.
The event includes opening day workshops, hands-on industry-specific sessions, full con-
ference days, vertical industry sessions and more.
During the event people can learn and network with the best and the brightest in the Content
Marketing industry. They also can collect all the materials they need to take a Content
Marketing strategy back to their team – and – to implement a Content Marketing plan that
will grow their business and inspire their audience.
31 http://blog.firebrandtalent.com/2012/02/5-lessons-from-coca-colas-new-content-marketing-strategy/
32 http://contentmarketingworld.com/

Ralph Lauren
On August 2008 Ralph Lauren33 went mobile and included a QR code on a US open advertising
campaign.
If scanned by a smart phone, the QR code would link the user directly to the new mobile
site of the company.
By leveraging QR code technology, Ralph Lauren offered consumers a way to shop via their
smart phones by scanning the QR code appearing in print advertisements, store windows
and mailers. The QR code, a two-dimensional symbol that holds much information including
URLs, will automatically connect the mobile user to a specified Internet portal, simply by
using the smart phone to read a given symbol or photographing it.
In addition to the shopping functionality, the new site34 will also feature a Ralph Lauren Style
Guide and exclusive video content. Not only can consumers shop the U.S. Open collection,
but they can also watch tennis videos, read tournament articles and fully experience the
brand – all in the palm of their hand. In October of the same year, the company launched
a new campaign that included print ads with a QR Code, the first major corporation to start
using them in the US.
Although not a piece of content per se, QR Codes can help engage users and drive them to
other online content.
Salesforce.com
In 2013 Salesforce.com35 buys the interactive marketing hub ExactTarget. The former CRM
(customer relationship management) platform joined forces with the email marketing software
firm – which also owns Pardot, the marketing automation company. Salesforce immediately
became a key player in the Content Marketing realm.
As the world’s most powerful 1:1 digital marketing platform, connecting companies with their
customers in a whole “new way”, the ExactTarget Marketing Cloud helps companies make the
most of every customer interaction-creating personalised, cross-channel customer journeys
that deliver exceptional brand experiences.
Oracle
In 2013 Oracle36 bought Compendium, a pure Content Marketing platform that helps compa-
nies plan, produce and deliver engaging content across multiple channels throughout their
customers’ project lifecycle.
Compendium’s data-driven Content Marketing platform aligns relevant content with customer
data and profiles to help companies more effectively attract prospects, engage buyers, accel-
erate conversion of prospects to opportunities, increase adoption, and drive revenue growth.
33 http://www.mobilemarketer.com/cms/news/commerce/1545.html
34 http://m.ralphlauren.com
35 http://www.exacttarget.com/
36 http://www.oracle.com/us/corporate/acquisitions/compendium/index.html

The combination of Oracle Eloqua Marketing Cloud with Compendium is expected to enable
modern marketers to automate content delivery across channels by aligning persona-based
content with customers’ digital body language to increase top-of-funnel (i.e., initial) customer
engagement, improve the quality of sales leads, realize the highest return on their marketing
investment, and increase customer loyalty.
Oracle has now positioned itself in the middle of the Content Marketing revolution by pur-
chasing a pure content-marketing platform.
Summary
For a long time, the most widely used distribution method for Content Marketing has been
mail (the Furrow and the Jell-O guide were widely distributed by mail but in the early 90’s,
with the rise of the Internet, most things changed: a plethora of websites came to life and
a new era of content was born.
Whitepapers started to be published online by technology companies and became a standard

means for corporate content dissemination.
In the 2000’s, eBooks, blogs, podcasts and ultimately Social Media like YouTube, Pinterest,
Twitter, Facebook, etc. gained popularity as new ways to produce and distribute content.
Today, many leading international companies practice some sort of Content Marketing and
make wide use of the newest digital technologies to reach a huge range of customers world-
wide (i.e. Coca Cola – Coca Cola Journey; Red Bull – Red Bulletin Magazine; American Express
– OPEN Forum, etc.)
If we think about Content Marketing for a moment, it’s evident that the mechanism which
relies on it is so intuitive and effective, that it’s helping clients to do something better,
faster, and more safely, this reflects positively on the brand and increases the likelihood
of product/service sales.
According to a recent infographic, 60% of consumers are inclined to buy a product after
reading something that concerned it.
There is no doubt that Content Marketing is effective, in fact it is used by 91% of B2B com-
panies and 86% of B2C (Content Marketing Institute data 2014).37
Time and time again, Content Marketing has earned its reputation of bringing results.38
As we have seen, the history of Content Marketing is rich, and brimming with stories of suc-
cess. It includes well-known companies like Nike, Sears, LEGO, Coca Cola, McDonalds, American
Express, etc.
Brands have been telling stories to attract and retain customers for over one hundred
years. The difference today is that the barriers to entry into the publishing arena (content
acceptance, talent and technology) no longer exist.
Out of necessity, marketing ideas and concepts have evolved and been refined over time.
Today’s audience is more conscious of advertising, so modern marketers need to employ
greater finesse and subtlety.
37 http://www.demandmetric.com/content/infographic-content-marketing
38 http://todaymade.com/blog/history-of-content-marketing/

The opportunities for Content Marketing are easier to access now than ever before. With blogs
or social media feeds, companies can hit “publish” at a moment’s notice. The content they
create is limited only by their ideas, or their understanding of what their customers really
want to know.
Customers will never grow tired of helpful information that helps them be better at what
they do. The more companies contribute to their education, the more they will contribute
to the companies’ bottom line.
From John Deere to Coca-Cola, the power of story has never been stronger, or more important
for brands and their customers.
Content Marketing captures more of a customer’s attention, and aims to help them more
than the company itself. Potential customers are much more likely to consume it, and
much more likely to learn. Learning then leads to a change in thinking, which then leads to
movement, the kind of movement that will likely result in a sale without even asking for it.
Reflecting on past examples of notable Content Marketing campaigns makes it possible to

appreciate the modern mechanics of Content Marketing, and to improve future campaigns
by learning from the experience and mistakes made.
Content Marketing isn’t just the future, it’s the present!

› Benefits of using Content Marketing
› How companies realize CM strategy
› Why do companies use CM
› How to generate ideas for content
CHAPTER
Objectives, Benefits
and idea for
3
content in CM
3.1 Business objectives of Content Marketing
3.1.1 Why are companies using CM?

There are numerous reasons why companies apply Content Marketing solutions. Basically,
these reasons are the same as in the case of any other marketing practice. It does not come
as a surprise that practically every company aims at winning customers (or maintaining the
existing ones) and, as a result, at increasing the sales of its products and services. All actions
within marketing are focused on this very objective. Content marketing is no exception.
However, if we assume that generating income is the objective, we will easily come to the
conclusion that this objective is too obvious and too general. In particular in the context
of the budget of the marketing actions, you must be perfectly aware of what the money is
spent on and what effect you can expect. Precisely defined objectives will come in handy.
The major objectives of the marketers who decide to launch Content Marketing are as follows:
»» Increasing brand awareness

»» Lead generation
»» Converting leads into customers
»» Building the image as the industry leader
»» Customer engagement
»» Customer retention
»» Website traffic
»» Sales
Depending on the approach, the objectives can be defined more or less precisely. Some
marketers agree that generating leads and converting them into customers are completely
different actions. However there is a lot of truth in the opinions of those who simply reduce
the objectives to three categories:
»» Higher sales
»» Customer loyalty
»» Brand recognition
This list (whether in the short or full version) seems familiar, doesn’t it? After all, everybody
wants to sell a lot and be recognized within the industry. Here the key question arises – if the
objectives are the same as the ones of the traditional marketing, then why Content Marketing?
No need to look for the answer. Traditional methods do not always correspond to the real
needs of the businesses. If someone carried out a survey checking which of the above
marketing objectives are not important for the company, they would learn that, regardless
of the industry, company and market size or the turnover, everybody wants to sell and be
recognized. This is what we know. We also know that if several companies try to win the
customer, this is quite a challenge.
Bombarding customers with advertising content is becoming less and less effective.
The human brain becomes resilient not only to the number of outdoor messages, but also
the more or less classic forms of display. There are more and more advertisements, but the
number of them noticed by us is dropping.

As customers, we also rebel against spamming (as we see it) in spaces, whether public (a lot
of cities introduce restrictions on outdoor advertising, especially in the tourist-attractive
district) or private (filters blocking the ads in the internet browsers is a standard) with such
messages. Yet after all, the marketer wants the best for us. They just want to let us know
about a new chance which we could otherwise miss. Like a hundred other marketers in
a hundred other industries.
In consequence, the classic marketing often turns out to be ineffective, or at least insuf-
ficient. In principle, it focuses on the direct message put in front of the customer, which
stands in their way. It aims at stopping them in their tracks even for a moment and forcing
them to react to the offer. While reading e-mails from our colleagues, we need to filter the
promotions, and while visiting our favourite websites, we must look for the content among
the aggressive banners. Can it work properly?
Inbound marketing1 is an alternative – it is based on the assumption that the customers

will come to us themselves and get interested in what we offer, if we provide them with an
interesting content. Instead of irritating them and often misleading by manipulation with
the ad, we make them find us themselves. And it works best if we are able to offer them the
access to what they are currently interested in and what they need.
It is difficult not to deem this approach ambitious, as effective implementation of Content

Marketing is truly an art. However, the market enforces such actions and for some time they
have already been a standard for many companies.
3.1.2 How are companies running CM?

Content marketing is a huge challenge, as it requires a long-term strategy and objectives set
in a measurable way (broadly speaking – so that they are consistent with the SMART concept
definire). The effects are never visible straight away. The contributed work, especially the one
connected with the subject matter, involves costs and dedicating a lot of hours (after all,
we talk about a situation when the customers find us themselves). Additionally, one must
be well familiar with Internet technology, as even the best content is of no use if we do not
secure the issues connected with SEO/SEM. Then how are the companies implementing the
Content Marketing strategies?
One of the solutions is acquiring the suitable skills within the marketing team (possibly –
adding new persons to the team). An upside of this solution is having full control over the
whole strategy, whereas the fact that the team must possess very broad skills is a minus.
Content marketing requires constant content generation and it is much more than just
preparing the e-mailing. Even such a seemingly simple thing as running the company blog
requires not only the subject matter contribution (which is knowledge or the ability to collect
the knowledge on the given subject) but also some regularity. It is a mistake to think that
you can use Content Marketing on the side, while performing other main marketing actions.
1 Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social
media marketing, and other forms of Content Marketing which serve to bring customers in closer to the brand. Inbound
marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospect’s
attention. Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers
to the website by producing interesting content. Inbound marketing methodologies are used to reach potential customers
at various levels of brand awareness. These tactics require a commitment in order to steer marketing efforts into increased
opportunities, as it provides the prospect to both learn about potential customers and have potential customers learn
about the business (cfr. http://en.wikipedia.org/wiki/Inbound_marketing).
Objectives, Benefits and idea for content in CM 23

Another solution is to outsource most or all of the actions to a suitable marketing agency
which specializes in designing and creating Content Marketing actions. An upside of this
solution is the outsourcing of the major resource-consuming elements and transferring
them to specialists in generating content. The definite reduction in the control over each of
the stages is a minus. An external expert company or freelancer, however, brings such wide
experience in running this type of action that a meticulous control is not necessary and the
cost settlement can be based on the effects. The quality factor is of a significant importance
here, as an agency specializing in Content Marketing must be dedicated to the project in
order for the cooperation to be possible and profitable. Hence, running Content Marketing
on the side is out of question.
Yet another solution is to leave the project manager responsible for the strategy implemen-
tation within the company while outsourcing partial actions. Freelancers often turn out to be
good contractors. The control over the whole project remains with the employee of the com-
pany, whereas the specific actions are allocated to the contractors who are not responsible
for the whole project, but for the scope of the commissioned work. This approach requires
a more precise management of the campaign, sticking strictly to the budget, preparing con-
tingency plans and the like. At the same time the costs can be lower than in the other two
cases. In the first case, we do not have to involve many people from the marketing department
in our campaign, and in the second one, we avoid the costs of the service mark-up, which
can be significant when we decide to cooperate with a Content Marketing agency.
What are the companies’ decisions based on, then? Undoubtedly, the resources matter.
There are companies with hundreds of employees, in which one person is responsible for
marketing. Therefore, it would be naive to think that this person will be able to cope with
another task consisting in designing, creating and launching a Content Marketing campaign.
In some cases, taking on extra employees, even if on a temporary basis, can be unprofitable.
It is clear that companies make cost-based decisions. Outsourcing is often cheaper in practice
than acting on our own in theory. A lot of managers underestimate how resource-consuming
some creative processes can be. Running a company YouTube channel requires constant
generation of unique content. Even though it seems easy at the beginning, the motivation
drops after a few weeks, especially among those employees who are not directly connected
with the campaign, but possess the necessary subject matter knowledge (in practice: they
generate the content). Hence, paying experts to handle the details of the campaign, while
concentrating on the main themes on our part, is often safer, faster and cheaper.
The decision about how to carry out the actions connected with Content Marketing should
never be premature. Similarly, all pilot actions must be thoroughly analysed and planned.
The next chapters of this work will surely help you make the right decisions by yourself.
3.2 Extra benefits of using CM
3.2.1 More inbound approach

Content marketing is one of the tools of inbound marketing. As we mentioned above, it is
a situation where a company strives to draw the attention of potential customers by providing
them with quality content. These actions are effective only after some time, as it is not easy
to build one loyal group of recipients who we can expect to buy our product.

Nevertheless, the companies applying the inbound solutions are considered as places where
the real experts of the industry work. What comes with it is that the customers are more
willing to spend their money on organization which they perceive as professional. For the
customer, the very moment of “getting to know” the company and its offer is much more
pleasant, as it comes without the hard sell. Building the company image based on inbound
marketing is surely an action worth dedicating some time.
3.2.2 Customer engagement and innovation

A customer interested in the given subject is an engaged customer. Logically, any person
reached by Content Marketing must be interested in the subject which the content relates
to. Interest does not mean a potential purchase, but one person who voluntarily subscribes
to the company blog is a more valuable lead than a hundred recipients of e-mailing.
If our recipients regularly read the contents which we provide, then in their eyes we are
the experts and innovators of the industry. This is often decisive when it comes to a pur-
chasing decision. The reach achieved by whisper marketing is an extra gain. People who
frequently take part in webinars that we organize, will sooner or later tell their friends
about it. Meanwhile, it is hard to count on the recipient of our e-mailing or brochures to
become our ambassador.
3.2.3 Search Engine Optimisation

Probably everybody heard the mysterious term “SEO”. It is also commonly known that it
involves actions aimed at affecting the processes of content search on the Internet in such
a way that Internet users encounter our content as often as possible. A situation when the
customer googles the name of our industry or a term referring to it and our website is in the
front position of the search results, it seems to be the utmost accomplishment. Obviously,
in times of huge competition almost in every sector, it is really difficult to achieve.
There are numerous myths on how the suitable website software can help to achieve such
a result, but the truth is just the opposite. Indeed, an unsuitable preparation of the website
does a lot of harm, but a suitable one does not help. The proper SEO actions ensure a good
starting position to achieve excellent results, but the latter depend on the content. Key words,
metadata and efficiently and clearly written codes are friendly for the robots whose aim is
to evaluate the usefulness of our website, but this is not enough to deal with the key issue.
The robots give a high index to the websites which offer good content. How do they do this?
They automatically analyse what is on the website. As they are not able to evaluate the
content quality in terms of the subject matter, they check whether the visitors forward the
content (e.g. by placing a link on a thematic forum or in the social media). Thanks to Content
Marketing, which is based on nothing else but creating and publishing interesting content,
a static company website can become livelier and increase its index significantly.
3.2.4 Development of knowledge culture

Despite many critical voices referring to what can be found on the Internet, there is no doubt
that if it had not been for the global network, we would have not become a learning society.
The demand for constant development of our skills is enshrined in our times more than ever
before. As it is often informal (school, university or trainings are not enough), the global
network is an obvious medium. Knowledge can be found in any field here.

While applying the Content Marketing strategies, we become a part of this culture of knowl-
edge as its very important elements – the creators. It is difficult to measure how much this
contribution is reflected in the business, but it is equally difficult to underestimate the chance
that we get this way in the business of the 21st century.
3.2.5 Better use of company resources

In many organisations, knowledge about tools as well as resources is wasted. Companies
often prepare data for industry reports, but do not always have an idea of how this data
can be used beyond the in-company circulation. Meanwhile, if it is properly processed and
described, it can constitute a perfect and – most importantly – required whitepaper. Others
willingly apply the tools in video conferences and they do not realize that often a tool used
for the purposes of in-company meetings can be useful also as an online seminar tool.
The conclusion is that we can make a better use of our knowledge and other resources which
we already possess and which in big part have not been used so far. The argument for this
kind of use will convince everyone – lower operating costs and a better marketing effect.
It cannot be assumed straight away that Content Marketing allows creating “something” out
of “nothing”, but the preparation and launch of a campaign in a way forces us to analyse the
resources and think about what we can get out of them and what extra costs we will need
to incur. This way quite a few managers who were convinced that they perfectly knew their
company have discovered completely new areas.
3.3 Idea for the content
Now, when you already know the benefits of using Content Marketing, you are probably think-
ing about where to get the ideas for the material from. Content is the key element of your
actions and you should approach its creation without negligence or illusion that it is enough
to “rewrite” the materials already existing in the net on the given topic with other words.
If you reach out to the clients with a deficient message, your selling or marketing goals will
not be fulfilled and in the worst case such attitude will finally be noticed by the readers and
criticized. There is no point focusing once again on an issue which has been addressed doz-
ens of times in the industry and a potential user would not have any problems with finding
answers to their questions. If a user decides that they can find the content offered by your
website in many different places, why would they stay there?
It is added value what counts for a consumer, and surely it is not creating an article which
responds to their dilemmas in a trivial way. If you want Content Marketing to work in your
company, generating a unique content which responds to the users’ needs is the basics.
Forget then about copying content or preparing it from a perspective of a person who is an
expert in the area, as the complicated language will not be understood or appreciated by
a consumer focused on quick answers to their doubts.
3.3.1 Your employees

Look around careful in your company. Surely there are employees whose talents and oppor-
tunities you can use. The fact that the relevant person deals with administration or physical
production does not mean that they are not able to write a valuable material which can be
used in Content Marketing. It is even more probable that those persons will help you make
up a range of topics which can be addressed in an article, white paper or online presentation.

The employees, who have the priceless know-how concerning a product and the whole indus-
try, are the most valuable asset of the company, so do not hesitate to use their experience.
They know best what your client is struggling with (customer care and trade departments)
and what qualities your product has (production department). Employees are natural experts,
who can share their knowledge of the topic on the company blog and through other Content
Marketing tools. Employers often forget that the people who work for them are a valuable
source of information and, therefore, potential authors of the content in Content Marketing.
Hence, before you fire an external expert for creating content, identify the resources that
you have.
Apart from the employees themselves, your company has also another invaluable resource –
information. The data which you can easily turn into material for an infographic, case study,
article or social media. Each time your enterprise gains completely new information requiring
only some structure to be created by an efficient analyst/researcher, who will in a clever way
turn it into a base of ideas to be included in your Content Marketing activity. An infographic
on the most frequently selected products or case study proving the quality of the company’s
actions will surely evoke interest in the consumers.
Brainstorming and brainwriting
A good method of collecting as many ideas as possible is brainstorming and brainwriting.

Whereas the notion of brainstorming is widely known – it means discussing the solution to
the problem in a group of people, brainwriting is a less popular form. Generally, brainwriting
means the same as brainstorming, but in the written form. This is a more effective solution,
as not every employee is an extrovert who easily presents their suggestions to others and
often the introverted persons are the authors of wonderful initiatives. The brainwriting
participants are given sheets of paper with the request to write their ideas (the number of
participants and ideas to be agreed), which are then transferred to the person next to them.
The next person adds new concepts or writes their ideas to the ones on the paper. This way
a list of suggestions is created.
3.3.2 User-generated content

Difficult to obtain, yet very effective. The content created by the user of our product/service
is a valuable message for both potential clients and ourselves. Obviously, we are talking
about positive recommendations or guidelines as to the use of the product, which our clients
share in the net. Firstly, a content signed with first and last name is a sign that somebody has
already used our offer and is satisfied with its quality, and there is nothing more advanta-
geous for a company than a satisfied client. Secondly, it is a signal proving interest. Finally,
even an employee of yours who knows the product best of all is not able to evaluate all its
applications and features in the way the client is. Check whether you client has not already
created materials describing your products and you will gain valuable knowledge which you
can use as a source of content.
3.3.3 External experts

If you do not find anyone in your company who would be able to share their knowledge in
a consistent and clear way, think about hiring an expert in the given sector. Experts’ advice
enjoys great popularity in the Internet and they will certainly provide you with a significant
number of ideas for the content. Their help can be especially helpful when it comes to such
tools as: webinar, white paper, video publication and e-book.

3.3.4 Trends
Observing trends that is topics which are currently present in the minds of many people and
which are widely discussed and published is a relatively good source for our content. If, for
instance, there is a football tournament taking place right now, it is good to smartly place
a product/service in the context of the event. The companies reacting in such a way often
gain brand popularity and recognition, in addition winning appreciation for the cleverness
in the art of combining trends with their own marketing/selling activities.
3.3.5 Analysis of competitors’ activity

Watching your competition should not be mistaken with imitating/copying the topics already
discussed. It is more about observing the addressed issues (but not only by the competition)
and analyzing which of them triggered the greatest response (biggest number of shares, likes,
quotes etc.). There are special tools for the analysis of the content on any domain, thanks to
which you will get to know which threads were the most popular, which can be an important
hint for you. You can also sing up for a newsletter of the competition or follow its blogs.
3.3.6 Content repurposing

Probably you will be positively surprised with the information that you do not have to think
about the topics of an article/infographics/social media or online presentation all the time.
Sometimes it is worth taking the content already created by us and using it in a different
context. This is because in the times of the Internet a lot of good content does not make it
through to the awareness of many users, and even if it reaches them, due to the short life-
cycle of the message, the content is not explored well enough. Moreover, it is worth coming
back to content which proved popular on your website, modifying it a bit or adding a fresh
view on the given topic. And so, texts from the blog (in fact, the data it includes) can be
managed and turned into an infographic, article or podcast and the content used in an online
presentation can be easily implemented to a white paper. Generating various formats of the
same content increases the chances for reaching the subsequent target groups. Obviously,
you can still have some work to do (connected with adjusting the content to the new tool),
but the difficult task of inventing the material is in this case already done. While reusing
the content created before, you should remember about the requirement of the informa-
tion presented being up-to-date (data used after half a year will not be useful to anyone,
when new research has already appeared).

› Content Marketing tools
› Strenghts and weaknesses of those tools
› Good and bad practices of using those tools
› How to create a particular tool
› How to promote it
CHAPTER 4
CM Tools and Tactics
4.1 The essence of Content Marketing
Content Marketing is a marketing technique using knowledge and experience of the company
to promote its products or services. After lecture of chapter three we already know what
the goals of Content Marketing are and what is its purpose. In this chapter we will see what
tools may be used to achieve these goals.
Generally, each Content Marketing tactic has different objectives to achieve but basically we
can indicate the following factors:
»» To drive traffic on the social web and company’s website;
»» To ensure quality and consistency;
»» To have a holistic view of the marketing strategy to be applied;
»» To answer how your content fulfills the expectations of your customer;
»» To control and manage online content;
»» To create, gather and distribute content.
Those tactics help to create a better content, and we must remember that the better the
content, the more visible your product/service is. The importance of Content Marketing and
its tools is confirmed by many researches. According to Content Marketing Institute1 91% of
B2B marketers use Content Marketing.
Results of research also confirm the significant role of tactics:2

»» B2B marketers use an average of 12 Content Marketing tactics;
»» 11% of B2B companies use over 20 different Content Marketing tactics;
»» Companies with 10,000 or more employees use an average of 18 tactics;
»» 28% of B2B companies use 5-9 different Content Marketing tactics.
The most popular tools, according to the same research are:

»» 87% of B2B content marketers use social media (other than blogs);
»» 83% of B2B content marketers use articles on their website;
»» 78% of B2B content marketers use eNewsletters;
»» 77% of B2B content marketers use blogs;
»» 71% of B2B content marketers use case studies;
»» 70% of B2B content marketers use videos;
»» 70% of B2B content marketers use articles on other websites;
1 Report for North American marketers: B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends prepared by Content
Marketing Institute and MarketingProfs
2 http://www.toprankblog.com/2012/11/100-b2b-content-marketing-statistics-for-2013/

Regarding the effectiveness of those tools:
»» 67% of B2B marketers rate in-person events as the most effective Content Marketing tactic;
»» 64% of B2B marketers rate case studies as an effective Content Marketing tactic;
»» 61% of B2B marketers rate webinars or webcasts as an effective Content Marketing tactic;
»» 59% of B2B marketers rate blogs as an effective Content Marketing tactic;
»» 58% of B2B marketers rate videos as an effective Content Marketing tactic;
»» 58% of B2B marketers rate newsletters as an effective Content Marketing tactic.
As we can see, Content Marketing tools are a real essence of this new marketing technique,
and it’s really important to know exactly what is the function of each tool and what there is
to gain, using particular ones. All this information can be found in this chapter.
CM Tools and Tactics 31

blog
Blogs are websites with entries provided in chronological order. They can be used for a variety of
purposes, ranging from shared, online reflective learning to dissemination and Content Marketing
within organisation. The key feature of blogs is that they have a subjective character – they show
the point of view of the author and focus on his/her opinions, remarks, recommendations.
Blogs are often used by experts in companies to disseminate knowledge. One of the two most
popular blog hosting services are Blogger* and Wordpress.** Other popular open source blogging
platforms include Joomla and Droopal.
infographic
social media
Natural connections webinar
blog video
with other formats micropage
STRENGTHS WEAKNESSES
» Low cost; » Some people can use it to publish rude
» Builds brand awareness and it’s much less expensive comments or spam – good anti-spam
than standard online marketing campaigns; plugin is needed;
» Ease of use; » Requires long term investment;
» No time and place limitations; » Necessity for frequent updates;
» It educates and informs about the company’s » Risk that the event will not affect the
activities in a very attractive form. company’s profits.
GOOD PRACTICES BAD PRACTICES HOW TO MEASURE THE IMPACT

 Frequent updates;  Posting too rarely; » Page shares;
 Adding multimedia: video, audio,  Not responding to peoples’ » Number of visitors;
pictures, etc.; questions; » Number of comments;
 Interactions writer-readers-writer;  Complicated structure; » Page rank.
 Responding to reader’s queries.  Too less content and too much
advertisement.
BEST PRACTICES http://cmex.eu/examples/blog/
Updates: at least once a week.

COST CONSUMPTION Cost: graphics, multimedia, writer’s time (4 hours a week) = 300 euro at start
+ 160 euro/month.
* www.blogger.com ** www.wordpress.com
IN A FEW STEPS HOW TO PROMOTE?
1. Understand your readers and choose what type of blog » Place comments on the blogs of other people –
you would like to create (what do you have to say? usually the link to your blog is automatically included
What do they want to know? What kind of language will in the comment.
you use?). » Let others comment on your posts and answer to
2. Develop a blog design. The homepage should include: side their questions.
bar, subscription options, social media icons, categories, » Join social media.
contact information. Font, color and other elements of the » Tag your posts, include relevant key words and write
blog should be consistent with the message you would a meta-description.
like to convey. » Organize collective blog projects, meet others bloggers.
3. Write the intro and organize the content bearing in mind » Use newsletter to promote subsequent posts. Place your
that a blog is a conversation with the recipients. blog URL in e-mail details – this way the people with
4. Remember not to make the posts tool long and boring for whom you correspond will learn about it.
the readers. Use paragraphs, photos and video materials. » Send the address of your blog to blog catalogues and
Place links. blog websites.
5. Create a post schedule – they should be published
regularly and often enough (at least once a week).
THE EXPERT’S OPINION

A blog is a great tool supplementing the company’s communications on the official
website as well as social and microblog media. It differs from the former due to the
natural contents, its division into chronological notes and possibility to react to events
in real time. It is different from the latter, as it allows longer texts and elaboration on the
topics – on Facebook or Twitter it is rather not possible. A blog helps to build an expert
position and stand out from the competition, foster relationships with clients, build up
the company position in search engine and increase its visibility.
What should you remember about? First of all, think if a blog makes sense in this
particular case. Not every branch and not all companies are interesting enough to
concentrate customers around the content. According to the American researcher Robert
Bly, the companies who earn on intellectual capital, those which clients like to talk about
their products, technological and b2b companies and companies providing changeable or
controversial services should run a blog. Remember that starting a blog is 15% of success.
It is a moment. The most important thing is creating draft content, that is editorial
strategy and successive filling it in with contents.
And who should do this? Rather not a ghostwriter or an agency. The best situation is
when the blog is run by a physical person, known by name. Such posts are reliable and
reliability is one the crucial features of a blog. It can be an employee with a knack for
writing, the CEO or a person selected in a contest. In contrast, building a community is
a long-term process. Use social media, mailing bases, promote the blog on websites.
Well-targeted and clever CPC campaigns can help here and do not have to be costly at all.
Michał Górecki, blogger, co-owner of koszulkowo.com

social media
Social media are not a tool itself, but rather a part of the strategy (a series of activities aimed
at promoting content through social media channels). What is crucial about social media is
that it aims to build social interaction and involves people into more informal communication.
Social media are also very sensitive to seasonal fashion – they occur and may disappear
very rapidly. Nonetheless, there are few well known social media applications which are very
popular and didn’t have serious competition on the market. These are: Facebook, YouTube,
Twitter, LinkedIn.
gamification
webinar video
Natural connections social media
online transmission
with other formats infographic
» Ease of use; » Amount of social media profiles – it’s
» Direct contact with recipients; hard and time consuming to promote
» Low cost; and build a large community over
» More informal way of communication social media;
which can build personalised connection. » It can generate rude comments and
critics over the company.

 Frequent updates;  Posting too rarely; » Number of followers;
 Adding multimedia: video, audio,  Not responding to peoples’ » Number of shares;
pictures, etc.; questions; » Number of posts;
 Connecting different social media  Too much text, too less » Number of comments;
– one post will appear on all multimedia, photos; » Page views.
social media channels;  Writing in too formal way;
 Building a community of practice.  Too much advertisements.
BEST PRACTICES http://cmex.eu/examples/social-media/
Updates: at least 2-3 times a week.

COST CONSUMPTION Cost: it requires only the time of the person posting and eventual stock
photos, graphics.
1. While choosing a specific social media tool, think about » Be active in other social media, where your community
your model client, that is, create a personae. How do your is present. Comment, answer to questions, contribute
recipients behave? Where do they live? What do they do? valuable contents.
2. Think about what you would like to say to your target » Visual materials evoke a much better reaction of the
group and how often, what benefits will this group have recipients, so try to publish them in your social media.
from the social media which you manage and what This way you increase the chances for being shared by
actions you expect from this group. further recipients.
3. Formulate “the big idea” of your communications through » Organize contests, special offers and games which will
social media. The main thought of the communications engage people and generate a big number of participants.
activities concept may get lost in a big number of detailed data. » One of the ways to multiply your range is to share posts
4. Select the right tools. You do not have to be everywhere or from private accounts of your friends or workers. However,
use the majority of social media websites. Your selection you must be careful in this matter and think if there is
should depend on the aims and group that you want a point in doing it at all (do the friends of your employees
to reach. or friend belong to the target group?).
5. Learn from others’ mistakes – see in which communities » On some websites (e. g. Facebook), it is necessary
your competition is active and how they do it. to pursue paid promotion in order to reach a broad
6. Plan your budget and schedule of the content published. audience. This is because limited posts (not paid) reach
It will be easier for you then to control the whole process only a small part of the fans of the relevant fan page.
of communications channels management.
7. Do not present your product/service all the time and do
not deviate from the topic of your activity too often either.
You need to find the golden means, combine a natural
contact with the client with presenting your offer to them.
8. React quickly to any negative comments, trying to explain
the situation and contact the person who they come from.

Social media are often referred to as the new media, which are governed by completely
different rules than the old ones such as TV, press or radio. Social media are a revolution
in communications with consumers, as they turned the communication with them into
two-way communication. Before, it was the brand that created the message to the
consumers and today, the consumers can direct their requests or remarks to the brand
in the same way. Obviously, the consumer is not able to support their message with
the media, but its force is still great. This is because one negative opinion can trigger
an avalanche – immediately make our brand a laughing stock in the net and this often
means a relatively real drop in sales and customer satisfaction.
Activity in social media may be divided into active and reactive. Their effective combination
can be a recipe for a marketing success of our company. We need to have a vision of our
brand, build a strategy of actions and select tools based on it. We create content and talk
to users, which will build a bridge between the brand and consumer. But this is only one
span of this bridge. The other one is effective reaction to what happens in the net. Let us
use the internet monitoring, so that we very easily find out where our brand is discussed
– directly and indirectly. If we succeed in creating a valuable content and engage the users
(proactive actions) and monitoring the net along with reacting to posts (reactive actions),
social media marketing will bring the expected results.
Marcin Żukowski, interactive agency MintMedia

case study
Case studies were firstly implemented and used on business faculties in the US and Western Europe. This approach
was meant to help MBA students to understand processes and see them on real, successful examples.
In this context, case study is a format in which examples of effective business implementations of products or
services are being described. What makes it really valuable, is that it is always prepared after agreement of the
company being described as a case study example. Thanks to that, all case studies may build your company
brand and authenticate it on the market.
A case study is, in other words, an analysis of a case in which specific real events concerning the given sector
are analyzed. The publication includes, thus, a detailed description of the case considered and conclusions
which can be drawn based on it.
A case study is similar to references issued by the client, where the cooperation with the company,
its course and results are presented, but written by the company itself. It provides us with the possibility to
demonstrate the company’s actions and opportunities in a more comprehensive and beneficial way.
infographic whitepaper
Natural connections case study video
with other formats webinar
» Credible testimony from business practice; » Time consuming;
» It builds the company’s reputation and proves » Requires approval from the client’s side.
that it’s solutions are effective;
» Low cost.

 Asking clients for permission for  Publishing case studies without » Sales increase;
case study preparation after each client’s permission; » Subscription increase;
successfully implemented product  Giving too much detail and » ROI;
or service; information not relevant for » Click-throughs.
 Showing different contexts potential clients;
of implementation.  Not paying attention to most
important information.
BEST PRACTICES http://cmex.eu/examples/case-study/
COST CONSUMPTION Updates: after each successfully implemented project.

Cost: time of the person writing.
1. In order to make your case study reliable and useful, it is » Place the case study on your website – it is a document
necessary to interview a customer. Such a conversation proving the quality of the company’s work, hence
will probably appear revealing and surprising, in terms potential customers will surely be interested in it.
of aspects connected with your product/service, as the » A case study is an interesting material also for websites/
customer may draw your attention to the things of which magazines/ blogs publishing information about the
you haven’t been aware before. Case study without prior industry referred to by the case study. Contact the
interview with a customer does not look reliable and representatives of the above and present your case study,
misses important data. asking for publishing it.
2. The cases described should be interesting and engage » A case study, as a valuable material to download, can also
the recipients. The more data, the better. Collect materials be promoted through a newsletter sent to your mailing base.
needed for preparing a case (apart from interviews with » Boast of your case study in social media.
a customer, materials on your activities and their results). » If you want to gain more contacts for your mailing base,
3. Preparing a case study in a form of a narrative allows the how the first few pages or just the table of contents of the
reader to better understand and “feel” the described case. case study and require contact data for downloading the
4. First, present the starting situation of the customer remaining part of the report.
(why they addressed you) and of them short description.
Then, describe the strategic assumptions of the activities
that you have undertaken their aims, implemented
tools and the results of the undertaken actions.
Finely, summarize the whole action.
5. Add multimedia (photos, graphs, video) – this will make
the case study more attractive.
6. Do not write a very detailed report – the reader will
rather get bored with reading about details than make
it to the end.
7. Remember about text clarity, using paragraphs and
calculations, language correctness and text correction.

Thinking about a good case study, it is worth considering who we would like to address
it at and on what stage of sale process we would like to persuade the recipients to
buy our services or products through case study. We will think about a case study in
a different way if individual customers are the target than when we operate in b2b
business. In the first case the product functions are often important. Through such case
studies we should show the real benefits of using it and this way influence the perception
of the relevant product by the customers. For b2b segment, we will focus more on the
growth of the business potential of the company which can be achieved thanks to
the implementation of the promoted service/product.
In order to give the case study and ordered structure, it is worth dividing it into a few
parts: challenges, solutions and results. In the first part we discuss the conditions that
we found upon the beginning of cooperation with the customer, in the second part we
talk about what ideas and tools we have implemented, and in the third part we describe
what the given solution has given to the customer. In the last chapter it is good to include
as many specified details as possible: savings for the company, sales growth, customer
satisfaction growth etc. The more numbers we provide, proving the measurable effects,
the better.
While deciding on a case study, it is good to remember that the recipients like to read
case studies about themselves. Therefore, if our customers include companies from
different industries, it is worth preparing several case studies - different for each of the
industries. When it comes to the form of the case study itself, we often place it on the
website, but once we prepare it in e-book form, we can use it also for generating leads.
Krzysztof Szczepaniak, content manager in NF.pl

webinar
Interactive form of live broadcast over the internet. It does not require installation – webinar
software can be accessed directly through the browser. Webinar engages audiences into more
direct interaction with an expert – you can usually ask him questions, speak or share your video,
largely popular due to the effect of novelty. It is short due to the nature of broadcasting live,
but allows for close contact with customers.
presentation sponsored article

Natural connections webinar
video
with other formats online transmission
» Cost efficiency; » It can motivate people for rude comments;
» Convenience of use; » Limitations of non-verbal communication;
» Direct contact with the trainer; » Limited time;
» Opportunity for asking questions; » Many distractors that may disturb interaction.
» No time and place limitations.

 Organised systematically;  Disorganised; » Number of participants;
 Good preparation before  Being unprepared and too » Participants’ opinion;
each webinar; much talking; » Sales increase;
 Being punctual and closing  Not using interaction tools; » Time spent on webinar.
the event on time;  Not responding to peoples’
 Using interaction tools. questions.
BEST PRACTICES http://cmex.eu/examples/webinar/
Updates: frequency of webinars depends on the company but it’s good to have it
COST CONSUMPTION organised in a frequency model – e.g. once a week, once a month.
Cost: webinar software, time of presenters/experts/moderator = min. 30 euro/
month for the software plus the time of people engaged.
1. First, think about an engaging topic for your recipients. » Place the information about the webinar on your website/
It may concern your product/service directly, but it would blog/ in social media.
be better if the webinar conveyed to the recipient added » Send a newsletter informing about the webinar.
value too, knowledge related to the product/service » Contact the existing business partners and promote the
which you would like to sell. Remember that the users do webinar with their help. Search for media patronage of
not like pushy marketing and will quickly realize that the the webinar too.
webinar is focused only on sales purposes. » A lot of websites informing on the incoming events in the
2. Think about the person who is going to conduct the relevant industry publish their description free of charge.
webinar (external trainer or somebody from the company). Contact them.
It should be a person with relevant knowledge and » Use the paid display advertising on industry webpages
good presentation in front of the cameras, not getting and Google AdWords.
easily stressed when filmed. Since a webinar takes place » Make a teaser video with the announcement of
live, calmness and experience of the speakers plays an the webinar.
important role here.
3. Another element is the choice of technology, which
requires a wise decision. There are many solutions on the
market, which require the purchase of monthly or yearly
licenses. Usually you can try the software for certain time
for free. Some use solutions completely free of charge,
such as Skype (which, however, offers a much smaller
choice of functionalities).
4. Prepare training materials. Presentations during
a webinar should not be overloaded with information.
5. Ensure interaction with the users during the webinar.
The possibility of asking questions, survey or file sharing
will make the webinar much more attractive.
6. The webinar itself should not take longer than an hour –
it is difficult to remain focused and engaged enough for
a period longer than the one recommended.
7. The webinar should be recorded.

A webinar combines the technological opportunities with the direct contact with
a potential customer very efficiently. A situation of customers listening to us with
engagement, voluntarily, for an hour is absolutely rare, but it also a chance which,
unfortunately is easily wasted. The first condition of a good webinar is to remember
that, after all, it is an educational tool. It is unacceptable to transmit superficial content
focused on a not very subtly hidden advertising. The most effective webinars take usually
not longer than an hour and are designed in such a way that the participants may use
their interactive functions, such as chat or survey. This allows you to direct their attention
more easily or adjust to the needs they express.
The times when a webinar drew attention with its form itself are definitely gone.
Currently it is the content and the form of its expression that counts. Companies more
and more often invest in this form of marketing – from outsourcing of online streaming
services to designing their own multimedia studies. Both directions can definitely
be covered with the budgets of even small companies, as the costs of devices and
access to specialist applications are lower than a few years ago. That is why more and
more webinars start to resemble professional TV transmission. This is an interesting
trend which is going to last longer and will evolve towards an even more professional
transmission. We must remember, however, that a nice cover cannot overshadow the
valuable content. Especially because the applications available on the market allow us to
improve the webinar in terms of interaction with the recipient and not only appearance.
Piotr Maczuga, multimedia manager, Fundacja Obserwatorium Zarządzania

online transmission
Broadcast of audio-visual signal of a particular event via the web. This event may be directly or
indirectly related to the company and its offer. Many features indicate similarity to the webinar,
but keep in mind that the transmission takes it somewhat beside the main event and the online
viewer is not a major participant. Interaction is usually at a much lower level, and the whole event
is designed for the participants gathered in the conference room.
video
Natural connections online transmission
with other formats social media webinar
» Professionally organised; » Stabile and fast Internet connection
» Possibility to involve online audience or is necessary;
organise f2f events and make a transmission » Limitations of non-verbal
of the key note speaker presentations; communication;
» Contact with the coach; » Online audience has limited
» Opportunity to ask questions; opportunities to interact – they are
» No limitations of time and space. more watch it like TV.

 Using at least few cameras and  Not informing about the transmission » Number of participants;
view of the presentation; – the price and effort is accurate » Time spent during
 Involving audience into when it has large online audience; transmission;
discussions;  Not managing the online audience; » Number of comments;
 Separate communication with  Communicating to f2f and online » Social media shares.
online audience; audience at the same time – online
 Competitions or game involving audience usually have some
online audience. transmission delay.
BEST PRACTICES http://cmex.eu/examples/online-transmission/
Updates: this can be organised as a separate event – transmission from

COST CONSUMPTION the conference, meeting, etc.
Cost: starting from 300 euro/event depending on the size of it.
1. If you do not employ a professional company which » Plan a few series of mailing informing about the event
will handle the transmission of the event, you can do and transmission in advance. Provide an accurate link to
it on your own. The simplest way is live streaming on the website with the broadcast.
YouTube. Apart from Internet connection (Wi-Fi may not » Inform about the transmission on the event website,
be sufficient in this case, the connection should be really including the information/link where the event can
good), you need a YouTube account for this purpose, be watched.
a computer with the suitable software for transmission » Send a reminder mailing immediately before the event,
(e.g. WireCast for YouTube) and a video camera reminding that it is to begin in a moment and can be
connected to the computer. If the above elements are not watched online.
a problem for you, create an event on YouTube (tag it and » Remind about the transmission also upon the start of the
describe properly). event and during the broadcast in social media.
2. The video camera and microphone should be of a good
quality so that your event is transmitted as accurately as
possible. Think about setting the camera in such a way
that the incoming participants do not cover the screen.
3. Remember about moderating the comments which may
appear. Interact with the audience. The more you engage
the better results you achieve. The possibility to ask
questions to the speakers by the viewers or organizing
a contest for them will surely increase the number
of participants.

An online transmission is a great solution for all those who would like to extend the range
of their event at a low cost. Thanks to publishing online in the real time, we reach those
who would never consume our content due to, even, location limitations. Easy access and
saving time are the main benefits for live streaming, but there are many more.
The contractors race each other in creating complementary tools such as chat windows,
simultaneous presentation or a few language paths which allow contact with virtual
audience and their activity. A multi-camera realization and full HD quality make live
streaming a genuine event. The current technology allows the placement of adverts or
payment modules before providing access to the content, thanks to which we do not
have to give up our benefits, but rather increase them. The right preparation is a very
important element. Visual inspection, connection tests or preparing separate scenarios
for the streaming and screens are necessary elements; lack of professionalism may
result in a failure. The contractor must be prepared for any situation, even a power cut!
As online streaming has a few seconds of time-lag, separating communications with the
online audience is a good practice. Our event will become more attractive thanks to the
use of interactive tools.
Szymon Pawlica, CEO vintom.com

video publication
Most often the form of a separate channel in social media (e.g. YouTube), or on the corporate
website. It allows you to build a community interested in the content who prefer to watch
multimedia materials (perhaps more likely, than the written reading content). Due to the
large amount of material accessible on the Internet, this solution needs a constant supply of
content and a clear visibility of the brand. The contents do not necessarily have to be created
independently, in many cases, customers can create them, which further demonstrates
the reasonableness of the product (e.g. videos with GoPro camera on the official profile
YT manufacturer).
newsletter webinar
Natural connections video publication
» Repeatability; » It can be expensive when prepared and
» No time and place limitations; edited by professional multimedia studio.
» May be used off-line;
» It can be embedded to the website, social
media or other media and multimedia tools.

 Prepare good scenario for the video;  Not describing your videos properly » Number of followers;
 Have one place where videos are – as a result they are hard to find; » Number of shares;
stored but distribute them through  Poor sound and light. » Inbound links;
many different channels; » Number of comments;
 Always tag your videos and describe » Page views;
them in detail. » Time spent on the website.
BEST PRACTICES http://cmex.eu/examples/video-publication/
Updates: at least once in 3-4 weeks.

COST CONSUMPTION Cost: depending on who is responsible for preparation and edition
of the video content.
1. Think about what information you would like to convey » Apart from the website, place the video in different social
in your video and what reactions you would like it to media channels, including YouTube. Promote it through
evoke. What topic are you going to address and in links and shares.
what convention? » Make up an attractive title for the video, which will attract
2. Build a kind of scenario of the video: define the action, the audience and make you positioned higher in the
characters, location, time, dialogues or monologues. Plan search engine.
how should the subsequent shots look like. Is the video » Remember about an adequate, unique description of the
going to be shot indoors or on location? video, key words and a miniature of the video which will
3. Think about the accessories. The movie is going to be appear in the search results. The description must reflect
more interesting if these elements will be attractive for the video content.
the recipient. » Actively comment on other video materials which
4. Sound is a very important element of a video material audiences are your potential customers.
too. Think if the source of sound is going to be within » Let others comment on your video. Respond to possible
the scene (invest in a microphone) or if you are going to questions and criticism. For Google it means that the
record it later. video draws attention.
5. Ensure good lighting – without it even the most engaging » Enable the users to place the video on another website or
picture will not be properly exposed. blog. It is worth placing the brand name or www address
6. Record using different perspectives, zoom in and zoom on the picture.
out to have more options while editing the video. » Send the mailing informing about your new video.
7. Tell a story – such videos work best.
8. Remember not to use somebody else’s materials.
Websites such as YouTube can punish you for breaching
their copyrights.

Who of us would like to look at boring, too long and badly edited video clips, in which
the sound is too low and the speaker stands in the corner, half of their face shadowed?
These are rather rhetorical questions, so let us remember to show our production to at
least one person who would look at it critically.
Once we have put the video on the internet, we often forget that this process does
not finish with exporting the video file from the program to editing, but is still pending.
We must equip our product, like an article in the press, with a good title and description
and a high quality miniature. It is often these elements, obviously apart from a good
video that lead to the success of our actions. It is also important to integrate the video
production with our channels in the social media. References and links to them as well as
collecting feedback from the recipients in the form of comments or likes is a very strong
element of the life of our video. We can also refer to the previous productions in the very
content of the current video. Websites such as YouTube often offer a range of tools for
merging video content – it pays off to use them and keep the viewers’ attention. This all
is done in order to engage our recipients as far as possible and to have as many of them
as possible. And while we are talking about this, it is worth considering also the deaf
and preparing a transcription of the video texts. They will surely appreciate this, and if
we add subtitles in English, apart from the native language, we will extend the group of
recipients with English-speaking viewers.
Wojciech Benicewicz, Studio manager, Fundacja Obserwatorium Zarządzania.

sponsored article
Sponsored article is a form of advertisement referring to some product or service, sponsored by
the publisher. Its main goal is to attract readers to that product/service in an indirect way. It means
that a text is only related to something that an owner of the product/service wants to promote but
it’s not an intrusive advertising. It may contain video/audio materials, infographics etc.
This content is labelled and one has to pay for its publishing. The sponsored article is also closely
integrated with editorial content on publisher sites or in newspapers to be more appealing to
readers. It helps to gain new customers, engage them and inform about news.
webinar blog
Natural connections sponsored article
with other formats whitepaper
» Possibility of promotion of the product/service » Costs – it’s not for free;
in the branch media; » Time and place limitations;
» It’s a better way of marketing than banner ads and other » People may not want to read it when
advertisements which are often ignored by people; they get to know that it’s sponsored;
» It can contain links directing to the » Return on investment from sponsored
product/service’s webpage; content is not well-known;
» It’s more appealing for readers than other » It’s difficult to measure the effects of
forms of advertising; sponsored articles.
» Chance for reaching new customers.

 Linking to the article placed  Content sounds like an advertisement; » Number of page’s views;
in social media;  Content only related » Time spent on website;
 Adding multimedia: video, audio, to product/service; » Number of comments;
pictures, etc.;  No linking to the article » Click-through;
 Links to product/service inside in social media; » Number of social media shares;
the article;  Lack of useful and entertaining information; » Inbound links;
 Interesting content which is not only  Duplication of content. » Conversion funnel.
about the product/service you would
like to promote.
BEST PRACTICES http://cmex.eu/examples/sponsored-article/
Cost differs a lot and it depends on the time the article is presented, portals (the more popular
the more expensive), CPM and theme of article. The cost increases if the article is not written
COST CONSUMPTION by the owner of the product/service the article is referring to.
Writing an article: 120 euro (4 hours, 30 euro per hour).
Average cost of publishing: 1200 euro per week.
1. The text must be valuable in terms of the subject matter A sponsored article is a form of promotion itself.
and useful for a potential customer. It must meet all However, it is worth remembering about a few things:
their needs and present them the benefits of buying your
» Place the prepared materials where your potential
product/service.
customers can find it – it is, then, necessary to know,
2. The content should obviously be related with the
how your target group behaves and what magazines/
product/service, but put in a broader context (if we run
webpages/social media they browse.
a hotel, the topic of the article may relate to the most
» Obviously, the best situation is if the article is published
famous or strangest hotels in the world). Follow the
in widely-read magazines/press, which is, however,
AIDA model – Attention, Interest, Desire, Action (draw
connected with bigger costs. It is worth using the
attention, rise interest, evoke the will to purchase and
prepared text/text excerpts in mailing, on brochures
persuade your potential customer to act).
or social media.
3. Do not use too complicated vocabulary, foreign words or
» Recommend the article in social media and other
colloquial expressions.
channels of communication with customers, which you
4. Include the most significant information at the beginning
have access to.
of the article and then complete the content presented.
If the reader does not make it to the end of the article,
they will still read the most important message.
5. A sponsored article may also have the form of an
interview with an expert recommending the relevant
brand. The expert’s label inspires trust in the reader
6. It is worth paying attention to the form of the article,
even though it is the content that is the most important.
Text clarity, division into paragraphs, mid-headlines,
subsections. Any infographics, tables, statistics and
photos are also welcomed by the recipient. Depending on
the medium in which the text is published, a multimedia
material or active links referring to another website
can be included. Visual elements may not, however,
dominate the content, but just “support” it.
7. A sponsored article should be described and separated
from other texts, pursuant to the Press Law.

The contemporary consumer becomes more and more resistant to press messages.
They not only stop to use them, but also start to avoid them. A good way to reach the
target group with information on the brand is a sponsored article. The term “sponsored
article” is a paradox. Such text should be reliable, objective and written by a professional
journalist on the one hand and encourage purchasing on the other.
Consumers are currently flown with information, which is why standing out from
the crowd is the basic thing. It is not enough, however, to pay for the article to be on
the homepage of a webpage or one of the first pages of a magazine. The most important
thing is attracting the reader’s attention. On webpages, it is an interesting title and
short lead with a photo that decide whether the reader continues to the website with
the article.
In order to prevent a potential customer from leaving the page with the article
immediately after they open it, the material should be valuable in terms of the subject
matter. Even though pursuant to the Press Law, a sponsored text must be adequately
marked and distinguish itself from other articles, its content should not associate with
marketing actions straight away. It is good when it refers to the current topics which may
interest our target group. It is worth being objective. It is difficult, given the fact that
a sponsored article is based on description of real benefits resulting from the use of
a relevant product or service. However, we should leave the choice to the reader.
Grażyna Stefańska, NF.pl editor

newsletter
Newsletter is a form of advertising, sent periodically to a specific group of people. It is a regularly
distributed publication which is mostly about the one main topic that may be interesting to
a target group. Newsletter is delivered via email to its subscribers. There are a lot of different
forms of newsletters. Sometimes it takes the form of a large set of information, referring to
articles posted on the web, or simply containing the whole text. A very popular form is the
one devoted to the newest events or promotions, where readers can learn about the latest
developments. The subscription of a newsletter may be payable, however most frequently
a subscription is for free. Newsletters are usually used by owners of the websites to communicate
and advertise themselves to their readers. In the past it was a form of rapid scientific journal
amplified on the photocopier and sent to interested subscribers.
infographic social media

Natural connections newsletter
with other formats sponsored article
» Allows to communicate and keep clients informed » To receive a newsletter, the client must provide
about a specific topic; his email address and some people don’t want
» Creates and builds relationships with customers; to share their personal data;
» Low cost; » Filters could block your newsletters on the
» Easily delivered to your subscribers; subscriber’s email account;
» Channel for advertising company’s new products » It can get lost in dozens of users’ e-mails;
and services; » Readers can be annoyed if they will receive it too
» Helps to reach your target groups – customers who often and it’s easy to lose the subscribers’ interest;
already expressed an interest in your products. » It’s hard to find the right balance of frequency
and content.

 Frequent updates – but not more  Posting too rarely; » Number of sent newsletters;
than twice a week;  Too much information; » Number of openings;
 Interesting and relevant content;  Too brief information and lack » Click-throughs;
 Regular sending; of substance; » Subscription increase.
 Adding multimedia: video, audio,  Out of date information;
pictures, etc.;  Sending the newsletter not in
 Sharing your expertise and insight. the right time for recipients.
BEST PRACTICES http://cmex.eu/examples/newsletter/
Updates: at least once a week.

COST CONSUMPTION Cost: graphics, multimedia, writer’s time (2 hours a week) = 250 euro
+ 240 euro/month.
1. Set your goals and make yourself aware of what you want » Place the newsletter subscription window at the top
to achieve with the newsletter and who your readers are. of your website (top right corner will be the best).
2. Formulate a catchy subject of your e-mail – this is Most people will not scroll the website, so it is better to
necessary to make the user open the letter. The title reserve its top part for this purpose. The subscription
should be unique, understandable for the readers window should stand out from the rest of the page,
and short. with a different color.
3. Design the content and pay attention to the format. » Use dynamically appearing subscription windows
The content should be easy to read (short paragraphs, (with short message and with closing button). Make sure
section titles, bullet point lists) and have some repeatable that the visitor sees it only once or twice (capping) and
features (the recipient will not have any doubts as to the that it is not an ordinary pop-up.
addressee of the message). » Place the newsletter subscription form under valuable
4. Add visual elements – graphics support the message, and unique content on the website. If the reader likes the
but they should be treated as complementary content, article or case study, he will willingly subscribe.
not the main message. » Use social media. Prepare/buy special application
5. Do not forget about call-to-action (calling the users for through which you will be able to collect subscriptions
the action you expect). for newsletter.
6. Create a sending schedule. Remember about a regular » You can also offer a “prize” in the form of a valuable
frequency of creating and sending the newsletter. content (e. g. report, research results, case study) in
7. Experiment with your newsletter and test it. Do not exchange for subscribing to the mailing list.
forget about updating your website/blog before you
send a newsletter with the link to the specified channels
of communications.

A newsletter allows us to directly reach the recipients with the content in a very simple
way. We have to be aware of the fact, however, that they can devote only a few seconds
to our message. Let us try to use them best, then. Let us make the message exhaustive,
but also consistent. We should also clearly define what we expect from the addressee
and what we can offer in return. An aesthetic look and clear layout of all elements of
the message should complete the full picture. One thing is certain: In order to see your
message, one must open it first. And this usually depends on the subject – the more
precisely and attractively it defines the content of the message, the better.
While preparing the newsletter and completing it with contents, it is worth pausing for
a while and asking yourself a question: if I received such a newsletter, why would I open
it, read it, and do what the author expects me to do? Try to find or create such a thing.
The key is the systematic provision of new contents: often enough so that the readers do
not forget about you, but not to make them feel tired or attacked. Ensure that your e-mail
looks good everywhere, also in mobile inboxes. In any case, it is also worth checking if
our creation does not go into SPAM.
Obviously, every one checks the click-through ratio or the number of hits, but it pays off
to test a couple of different topics and mailing creations and adjust the sending time to
the time when your massages are actually opened. The most important thing is to try to
adjust all elements (creation, subject, form and sending time) to the campaign for your
target group.
Maciej Kaźmierczak, Nowoczesna Firma

online presentation
Online presentation is a type of content that can be delivered in different forms and then
transferred to the online environment. It’s not just slides but also images, links, social media
feeds, video and audio materials, documents and interactive presentation viewers. The most
popular programme for creating presentations is Power Point, but there are also online
presentation creators which enable to create multimedia presentations.*
Generally there are 3 types of online presentations in common use: Online slide decks (PowerPoint
presentations uploaded to a website and placed in a viewer), Narrated audio presentations
(presentation slides with synchronized audio narration) and Interactive video presentations
(interactive presentations that can be equipped with additional functionalities like storyteller’s
gestures and facial expressions).
video webinar
Natural connections
online online transmission
presentation
with other formats infographic
» Ease of use; » Users have to have an Internet connection;
» Availability for anyone who has » Time consuming;
an Internet connection; » Form of slides forces the presenter to reduce
» Low cost; complex subjects to a set of bullet items;
» Content can be edited, revised and updated; » Some formats of audio and video files
» Interactive video presentations allow to may not be supported by the computer’s
communicate with users; operating system;
» It can be used on-demand. » Sometimes, animations and background
templates can distract users.

 Simple, easy to understand  Complicated slides; » Inbound links;
and concise slides;  Changing the structure of slides; » Number of views;
 Adding multimedia: video,  No entertainment; » Click-throughs;
graphics audio, etc.;  Too less or too much slides; » Number of social media shares;
 Engaging users;  Too much information on slides. » Number of comments.
 Interesting, dynamic content
– information from public and
private resources.
BEST PRACTICES http://cmex.eu/examples/online-presentation/
Cost Cost depends on types of presentation and materials added.
COST CONSUMPTION consumption: Average cost: 20 euro per slides.

Editing slides (own preparation) – 4 euro per slides.
Own resources: graphics, multimedia, writer’s time (4 hours) = 250 euro + 120 euro.
* Like Prezi: www.prezi.com

1. Choose the type of online presentation which you are » Publish the presentation on your website.
going to use. You can do it the easiest way, creating it » Place the link to presentation in social media.
in PowerPoint and transferring to online environment, » Ask the persons from your contact and business partners
however, you will achieve a much better effect using more list to share the presentation.
advanced tools. » The presentation may be a reward in return for leaving
2. You will find a number of tools for creating multimedia their contact details by the user.
presentations online on the market (e. g. Prezi, Zoho, » You can boast of a presentation valuable in terms of the
Show, Emaze) which will surprise many of the recipients subject matter in the mailing sent to the customers.
with their appearance and variety of effects. If, then,
you want to stand out from the crowd and evoke awe,
get familiar with one of them.
3. A free version of one of the above tools usually allows
actions sufficient for preparing a presentation of good
quality (presentation templates; uploading multimedia,
adding shapes, frames and icons; importing presentations
in PowerPoint; the option of adding and moving the
slides), but to have more free space on the disc or to
hide the presentation only for yourself, you need to buy
Pro version. Thanks to a special code, we can upload the
ready presentation on our website or export it to file in
many formats.
4. In an online presentation, like in every presentation,
the content and the form of presenting it is the most
important. The presentation cannot be overloaded
with information; so that the recipient does not have
any problems with reading it (do not fill each slide with
a wall of text). The slides should include a title; it is
worth dividing the text into smaller fragments, using
subsections, paragraphs, underlining the font or using
bold in certain parts. Apply the rule “less is more”.
5. Some tools offer adding an audio narrative or additional
functionalities (such as the view of the face or gestures of
the speaker).

Online presentation is currently one of the major forms of communications with clients
and building one’s image and credibility. The shape and way of the presentation
should be adjusted to the character of the message, the organization and, above all,
the recipients and the circumstances of its reception.
Presentations delivered to a wide spectrum of audience must include the crucial
information, photos/graphics and record in the hearer’s memory the most significant
(from our point of view) content or data. In such situation it is the good flow that counts,
a short and understandable message and a clear summary. On the other hand, the main
feature of product presentations or those which will be communicated to the recipient
and aim to communicate with them without our presence, should be the effective
delivery of a great amount of content illustrated with graphics.
The tools which we use to create presentations should – again – be adjusted to the
character of the presentation. And so, presentations disseminated online should be created
in easily available formats (openable and editable on different equipment platforms) –
such as MS PowerPoint or Apple Keynote. It is not advisable to use spectacular shifts or
animations – they hinder the reception of the actual content and cause many problems in
publishing them online (e. g. on SlideShare.com). Presentations for audiences can be done
with “showy” tools – e.g. Prezi, in order to achieve the “wow” effect.
Łukasz Banach, R&D Manager, GoldenLine

mobile application
Mobile application is a software programme (Internet application) designed for smartphones or
other mobile applications. The main aim of creating an application is to acquire as many users as
possible and to deliver quality engagement within the target groups. It helps to customize a phone
or other mobile device to the specific user’s needs. Applications are in general easy to find and to
install (for free or for a fee). A mobile application is also known as an app and it was popularized
by Apple. Apps are usually available through distribution platforms, such as App Store, Google
Play, Windows Phone Store and BlackBerry App World.
mobile newsletter
Natural connections application
with other formats gamification social media
» Useful for small screens, e.g. in smartphones; » Requires long term investment;
» It can use the phone’s native interactions, GPS, camera, » Necessity of frequent updating;
taps, tools; » Users have to first download the application;
» Some advertisements can be added into the application; » Applications have to be placed in some storage,
» It’s faster to access the application than to look for like app store;
some information using a computer; » Overflow of data storage;
» Form of marketing that is more effective than traditional » Cost of developing and marketing;
marketing, for example billboards. » Necessity for designing it for multiple platforms.

 Designing it for different platforms;  Using not relevant content; » Comments;
 Headlines and bullet points;  No navigation menus visible » Number of downloads;
 Interactions writer-readers-writer; on every screen; » Updates rate;
 Flexible display adjusted to different  Scrolling; » Time spent.
screen sizes;  Low contrast;
 Avoiding Flash, using video or HTM5.  No links to additional information.
BEST PRACTICES http://cmex.eu/examples/mobile-application/
COST CONSUMPTION Updates: once a month.

Cost: from 1 000 euro (simple app) to 10 000 euro.
1. Think about what you are going to achieve with your applica- » Promote the application on your website, among
tion and what benefits your customers will have. What is the the users who visit it (it can also be information on
conception of the application, why would you download it? the application in the form of a top bar with the
2. There are platforms on the market, which allow you to download option).
create a mobile application without the assistance of » Optimize the application description in App Store and
professionals. These creators operate in a similar way to Google Play in terms of key words which can be looked for
website, infographics creators and the like in terms of the by a person from your target group.
mechanism of action. Moreover, they do not have to be » Promote your application in social websites. By paying
very simple applications, nor very complex ones. Usually for the campaign, you reach those who you would like to
the mere use of the creator is free of charge; you pay for reach most (FB offers advertisement encouraging to buy
publishing the application in online stores. the mobile apps installations).
3. Browse the applications of your competition and do an » If you have a base of your client numbers, send them
in-depth research. The appearance of certain repetitive a text message encouraging them to download an
elements in the app (e. g. registration form) does not have application with the link to the website with references
to and should not deviate from the standards adopted to the next versions.
within this area. » Use various incentives to download the application
4. Before you design an application (the simplest way is to (discount coupon, special offer etc.)
draw a simple model on paper) think about the context » Another way of promotion is an advertisement displayed
of using your application by the user. Describe scenarios inside other mobile applications, which is offered by
of its use (where, when, who and in what situations). platforms specially designed for that purpose.
This will help you work out the design conception.
5. Each of the mobile applications platforms has its own
guidelines and patterns, which you should remember
about if you plan to place your application not only in
Google Play. Check the guidelines on the websites of
operational systems producers.
6. The graphic layer must be convenient to read (high contrast,
no unnecessary embellishments, plane background).
Read about finger-friendly design and usability.
Reduce the necessity of entering data to minimum.
7. Remember to use gestures (application navigation).
8. Do not forget to test the application and introduce
corrections, if necessary.

A mobile application is one of the most unpredictable and risky investments, when it
comes to Content Marketing or business in general. On the one hand, for around five
years, each next year has been a mobile year, everybody is into mobile, so why not us.
On the other hand, the mobile applications market is very difficult – some compare it
even to Hollywood market – if your movie is not a success in the first weekend after the
premiere, it means that it is going to be a failure. 80% of the mobile applications evoke
so little interest that they are not event presented in applications listings.
Therefore, the applications producers must answer the key question: From where
and how is our client going to learn about the application? To what extent will he be
motivated to download it and launch it? Only after we perfectly know the answers to
these questions should we start to produce mobile application.
Another topic, especially important for the producers, is turning the first use into a loyal
user. On average, as many as 75% of applications downloaded on smartphones are used
only once. Therefore, the key thing is to design the application in such a way that the
so-called empty paths or empty screens (on which there is nothing for the beginners)
can be avoided. It is also important to ensure a smooth introduction of the user to the
application and the learning curve – so that they know from the first moment what the
purpose of the application is and how it operates, but also systematically discover new
options and functionalities while using the app.
Igor Farafonow, Uxeria

infographic
Infographic is a visual presentation of knowledge or data designed to present all information in
a clear and attractive way. Graphics help the reader to understand some complicated processes
or simply show some piece of information in an interesting form, aimed at attracting the user’s
attention. We can find many different types of infographics (statistical, graph, histogram, data
map, sequence map and so on), but the main aim is to be shared among large number of people.
Infographics consist of 3 parts: the visual, the content and some insights into data they present.
Infographics can be a tool for learning and informing, as well as a way to build brand awareness.
Our brain is mostly dedicated to visual functions and pictures are transferred faster than text so
infographics seem to be very effective.
social media whitepaper

Natural connections blog
infographic
with other formats e-book sponsored article
» It’s more likely that one will read infographics than » Can distract people;
text articles; » Possibility that data numbers will be
» t educates and informs about something in a very overwhelming;
attractive way; » Readers interpret data on their own;
» Builds brand awareness and it’s much less expensive » For someone it may look too childish;
than standard online marketing campaigns; » Can distort data.
» Helps to increase SEO;
» Shows a lot of information in small spaces.

 Interesting topic;  Too much text; » Inbound links;
 Catchy title;  White background; » Page views;
 Includes many charts  Lack of promotion; » Social shares;
and statistics;  Too detailed information. » Time spent on the website.
 Promotion via social media.
BEST PRACTICES http://cmex.eu/examples/infographic/
Depends on the infographic type and the number of graphics
COST CONSUMPTION Cost

and other elements – from 200 euro.
(own creation): graphics, multimedia, worker’s time (2 days) = 350 euro + 480 euro.
1. Define things that you would like to convey – do not » Publish the infographic in all your channels (e. g. blog,
create an infographic only because it is trendy. It should social media).
be a part of your communication plan. » Choose a license for your infographic – this way you let
2. Content is the king – information must be verified and others know that you allow it to be shared. Stipulate,
up-to-date, search for them in various studies, reports, however, that the website which publishes the infographic
e-books. Quote experts. must also place a link to it.
3. Obviously, graphic elements and content depend on » If you have a mailing list, inform recipients about
the topic, but don’t be afraid to add graphs and statistical your infographic.
data. The chances for the infographic to be shared are » Engage your private contacts to promote infographic.
bigger then.
4. Say who created the infographic; you can also add your
company logo.
5. Call recipients who like your infographic for action
(if you like what you are reading now, share/like...”).

An engaging infographic should tell a story. We like to discover, get to certain things by
ourselves and understanding what the author had in mind and the context can bring
additional satisfaction. The infographics should not sell, but talk. A set of randomly
scattered numbers, company assets or information on how many service points it has
in the country does not engage. In contrast, you can involve the recipient with a story
about a person who has a real problem, the same as the one to whom the infographic
is addressed.
Inspirational examples, case studies. While showing, in subsequent segments, what process
one must go through, what one has to face before they finally find the solution to a given
problem, we can at the same time include some free references to what we offer.
Apart from general advice, the material will then comprise also touch points with
our products or services. By mentioning them occasionally and indicating them as
a suggested possibility but not the only right choice, we will speak to the reader’s
imagination much more effectively. In particular, if we keep the right proportions between
texts and visual elements – if only it is possible, it is better to present the subsequent
steps in a graphic rather than descriptive way. After all, development of visual perception
has accompanied the humanity since its very beginning and writing is a relatively younger
discovery which requires incomparably more complex and less natural processing in the
human brain. Hence the old saying that one picture may replace a thousand words.
Rafał Dubrawski, Lead Generating Manager, LeadGenerator.pl

e-book
A book in electronic format being displayed on a computer screen or handheld device. E-books can be
composed in or converted to digital format. Basically, it contains text, but there can be also images, audio and
video, animations. It may have different formats (PDF, PDA, epub). It can be download for free and for a fee.
Prices for many e-books (especially bestsellers) are similar to paper books.
E-books are intended to be read on e-book readers but also computers or smartphones may be a good device.
A lot of e-books are available for free on the Internet and can be backed-up to recover if any problems will appear.
E-book has elements typical for a paper book, such as cover, title, author, table of contents, chapters, photos.
In fact, it is a genuine copy of the real book, it is possible to page through, but at the device screen. The most
important feature differentiating e-book from a book is the unlimited possibility of disseminating the
electronic book and it distribution, usually performed in the net.
whitepaper micropage
Natural connections blog e-book
with other formats sponsored article
» Flexibility; » Piracy;
» It’s mobile; » Requires equipment (computer, e-book reader);
» Space saving; » Lack of electricity or low battery make it hard
» Multimedia effects (animations, sound effects); to read;
» No possibility of loss or damage; » For some readers nothing will replace a book;
» Searchable and linkable text. » E-readers have limits.

 Interesting graphic design;  No reviews; » Number of downloads;
 Adding multimedia: video, audio,  Too crowded graphics; » Number of leads;
pictures, etc.;  Lack of interactivity; » Social media shares;
 Big number of reviews;  Wrong paper size; » Rates.
 Promotion through social media;  No format for smaller screen.
 Interactivity.
BEST PRACTICES http://cmex.eu/examples/e-book/
COST CONSUMPTION Cost: graphics, multimedia, writer’s time (3 weeks, 100 pages, from 25 euro
per page = 600 euro + from 2500 euro.
1. Decide on the format of your e-book. In the Internet » Promote the e-book on discussion, industry forums and
PDF file is the most common one, yet it does not allow social media. Use also your own contacts, present your
comfortable reading on all tablets. At the moment ePUB e-book and ask to disseminate information about it.
or MOBI formats are popular solutions. Look for free » There are a lot of self-publishing platforms through which
software for creating books in the selected format in the you can promote and sell the e-book. Choose a publisher
Internet. If you have an e-book in PDF, you can convert it of the widest distribution range.
into e-PUB with free tools available online. » If you have some funds assigned to promotion,
2. Choose a topic which is attractive for your target group. think about paid advertising in a professional publisher.
Make sure that the e-book solves a problem relevant for » You can also promote the e-book by creating a landing
the target group. page/blog through which you will position and even sell
3. Collect materials for the e-book, read up on the topic in the e-book.
the references and in the net. Use your own materials » Make sure that those who have already read your book
and experience. wrote a few words about in in social media/blog. You can
4. An e-book should have an engaging title, table of contents, also place review on the target page on the e-book.
clear layout and valuable, unique content. The cover, as the » Send a mailing informing about the benefits resulting
first page to be seen by the reader, should be particularly from reading the e-book.
well-thought through and worked on.
5. Remember about an appropriate formatting of the
e-book. The font, paragraphs, text division into smaller
chunks are things which affect the comfort of reading.

An e-book is a perfect tool which allows the reader to gain the knowledge they looked
for, within, literally, a few clicks and the author to reach a reader interested in the topic
they describe just as quickly. In the times of Internet, the so-called entry barrier is zero –
theoretically everybody can create an e-book and distribute it in any way. This, obviously,
has pluses, but the greatest minus is a big information chaos, which makes it difficult to
extract high quality material from the available knowledge.
In order to prevent such a situation, while creating an e-book we must remember to
treat it as seriously as when creating a classic book and ensure the quality as well as
detailed elaboration, both in terms of the subject matter an editing. The content should
be accurately adjusted to the e-readers formats. The e-book authors often create text in
Word-like editors and then save it in PDF format to begin distribution, whereas different
readers have different formatting requirements. Meanwhile, it is very easy to prepare
text files for formats such as .mobi and .epub, thanks to which the reader will be able
to conveniently consume the content. You should not forget about correcting, changing
and completing the content, even after the e-book premiere. As we have the main work
behind us, we should think about creating a paper version.
When it comes to the pricing policy of the distributed e-book, it should cost rather less
than more – the range scale will bring us a bigger audience, hence more revenues.
Marcin Osma, author of the book “Business is going away”

whitepaper
A white paper is something between a report and a brochure. Its aim is to educate the reader and at the same
time to increase selling and the promotion of the product/service/project. White paper’s topic can differ a lot
– there is no limitations in this field. Moreover, it may contain some graphic elements. This tool is considered
as one of the most useful to generate leads, inform potential clients and show a leadership in a specific
area. Correctly written whitepaper helps the readers to understand the issue, realize benefits of purchasing
a specific product/service, solve problems and make a decision.
White papers support marketing efforts (anyone who wants to read a whitepaper has to register online) and
impact potential customers. In the end, it’s an effective driver of sales.
The assumption of the white paper is based on recommendation of our products/services, but without
intrusive advertising it in an obvious way. The reader should learn about our offer, somehow “incidentally”
in the discussion of a topic relevant for them.
infographic
online presentation case study
Natural connections branch whitepaper
with other formats guide/folder sponsored article
» Validates organization’s credibility; » Mistakes made while writing white paper can
» Increases the effectiveness of marketing; discourage customers/users;
» Strengthens company’s competitive position; » Time consuming;
» Supports sales; » Requires to convince and encourage people to read it;
» Accelerates revenue growth by increasing lead flow; » It can be boring to customers/clients because
» Growth in number of users/customers. of its length;
» It’s not so easy to find the right person for writing
a white paper, it has to be an experienced person.

 Attention grabbing headlines;  Writing about ourselves/company/project » Number of downloads;
 Adding graphic elements; instead of writing about what’s important » Number of leads;
 Content focused on the users/clients’ for users/clients; » Social media shares.
goals and objectives;  Writing white paper for the wrong audience;
 Clear and understandable language;  Using complicated terms;
 Using sub-headings and bullet points;  Too short or too long content
 Writing about benefits for clients. (between 3 and 14 pages);
 Writing about the features of the product/
service/project instead of information about
benefits for customers.
BEST PRACTICES http://cmex.eu/examples/whitepaper/
COST CONSUMPTION Cost: graphics, multimedia, writer’s time ( 1 week) = 350 euro + 1200 euro.
1. Write the white paper thinking about your clients: about » Create the white paper’s landing page, where you present
their needs and benefits. The topic of the white paper the benefits of reading it, informing that the reader finds
should include exactly these two aspects, obviously the solution to the relevant problem in the publication.
related to your product/service. Do not make report » One of the ways to gain contacts is sharing the first
concerning unpractical and too complicated topics for an page of the white paper (the rest, e. g. upon leaving
average customer of your company. contact details).
2. A white paper should be a clever recommendation of our » Specific information from the white paper can be sent to
products/services. It should be written in such a way that the websites in the sector as news, with reference to the
the readers do not have the feeling of a pushy advertising publication for more information.
on our part. An ideal situation is that the topic is » Send the mailing with the information about the creation
presented in such a way that having read the publication of the publication and where to find it.
the reader is not able to tell what company stands behind » Announce the publication on blogs and social media
it. Do not, then, be afraid to compare yourself with in the sector.
competition and mention it, but look for areas where your
product/service is better and present data within this
scope (even if we are not the leaders, but hold the second
or third position).
3. Use hard data – numbers speak to the consumers more
effectively; provide the sources as well. Use a simple
and easily understandable language, avoiding colloquial
expressions. Pose questions and answer them. At the end,
summarize shortly the most important information.
4. The visualization of the white paper is also a relevant
issue, worth paying attention to. Adding photos or graphs
will make the publication more attractive for the reader.
5. While creating contents, pay attention not only to its
subject matter aspect, but also its form. Remember about
paragraphs, using calculations, dividing the text into
smaller chunks – white paper will be clearer to read then.
6. At the end of the white paper, mention your company’s
other publications and provide links to them.

Preparing a white paper is not the easiest task, but it may bring surprising results.
Thanks to it, your company can obtain the position of an expert in its branch and,
most importantly, win new clients. What to do, then, to make it happen? Analyze the
group to which you would like to address your white paper. Think about what problems
they suffer from currently and what can persuade them to use the services of your
company. Based on this, define the topic and layout of the white paper. The topic of the
white paper must be catchy. It should make the client feel that they leave their contact
details in return for something valuable. Remember that the user does not want to read
once again about your product and advantages of working with your company. They need
information, novelties, something what pushes them into action.
White paper’s task is to raise interest and the will to be better on the market, which will
happen thanks to the cooperation with your company. Guide the customer through the
whole process of defining to finally show them the panacea for their pain. Bear in mind
that a white paper’s task is not to sell here and now but to build awareness, indicating
certain trends and market solutions. Avoid complicated, specialist nomenclature – not
everyone has to know it. In order to make the white paper more varied, you can use
pictures, bullet points, infographics, which make it much easier for your recipients
to read. Once you are ready, come back to the text the next day, give it a fresh look.
I recommend consulting friends. Ask them to judge if what you have written is clear
for them.
Agata Szoka, Marketing specialist, Fundacja Obserwatorium Zarządzania

in-person event
In-person events, such as conferences, trade shows and workshops can bring a lot of benefits for
the organizer. Those events are indicated as one of the most effective Content Marketing tactics
by marketers. First of all, it helps to increase sales and it’s a great opportunity to inform potential
clients about product/service so that participants can understand it better. The next benefit is
higher brand awareness, becoming a leader in a specific context and a real contact with attendees.
The disadvantages of in-person events are of course its cost which depends on the place of the
event, the number of people, catering, speakers and other services related to its organization.
webinar online presentation

Natural connections in-person event
social media
» Promotion for the event’s organizer; » Costs of organization of the whole event;
» Communication with potential clients; » Participants may not represent the company/
» Informing participants about product/service; organization’s target group;
» Integration of employees; » Risk of event’s failure;
» New contacts; » Risk that invited people will not attend;
» Chance for discussing and receiving feedback » If the event is for free, company has to invest
from participants; its own money;
» Professional image of the company, which » Risk that the event will not affect the
creates a leadership position. company’s profits.

 Key note speakers who are experts  Speakers who are not well-known in » Number of participants;
in specific topics; the branch that the event is related to; » Opinions of participants;
 Detailed programme available for participants;  Boring presentations and speeches; » Social media shares;
 Communication with participants before  Lack of communication with participants » Sales increase.
the event, during it and after; before the event;
 Choosing participants who are  Lack of programme;
potential clients;  The event is not about presenting
 Preparation of the event and it’s promotion knowledge about some topic but it’s an
few months before; advertisement of some product/service.
 Internet access for participants;
 Recording the presentations.
BEST PRACTICES http://cmex.eu/examples/person-event/
Cost: room rental, catering, speakers – from 150 euro per person.
COST CONSUMPTION Marketing actions (mailing, newsletters, sponsored articles, banners, adver-
tisements in other media) – it depends on the mailing data bases, theme of
the conference, range – conference per 500 people – 10 000 euro.
1. The most important thing in organizing a conference/ » Search for media patrons for the event, who will reach
workshops or presentation for the customers is to prepare a wider range of potential audience to inform them about
a good plan of the event. It must include interesting talks the event.
of recognized speakers with experience in the relevant » Create a landing page of the event and present the event
topic. A pre-lecture with presentation is more interesting idea, program, speakers, benefits for the users and basic
if it includes specific cases collected throughout years of information on the event (place, time) in a transparent
work of the given person. way there.
2. The venue of the event as well as coffee/lunch are also » Send a mailing to your contact base informing on
crucial, as they foster making contacts. the event.
3. Allow the audience to ask questions after each talk, » Record video materials with speakers announcing
as this engages them and allows getting to know one their talks.
another better. » Use social media and personal contacts, create an event
4. Stands with brochures and other materials which promote on FB and ask others to share it.
the product/service are a good example of disseminating
knowledge concerning the topic and an occasion to talk
with a potential customer.
5. If you want the participants of the conference to learn
about your product/service, organize a game/contest with
prizes, in which one of the tasks consists in answering
a question about the brand or company. The game should
be promoted before and after the event.

“Kongres Kadry”, present in the Polish management industry for over ten years, provides
the customers (the ones who play the role of sponsors or partners of the event) with
an opportunity to make personal contacts with the congress participants. Our partners
underline that it is the possibility to meet face-to-face their target customer, who is the
congress participant, is the greatest value in partner package. The aim of those meetings
is, above all, making new business contacts, but also maintaining good relationships with
the existing customers or highlighting your position as a corporate personal management
expert on the market of service and product suppliers. The exhibition stand at the
congress continues to play a big role – this is where business partners meet and discuss
the offer.
Meeting with participants during the subject matter presentation delivered by the
customer is equally important. The customers want to present their knowledge and
experience in the industry through good practices – it is very meaningful in making new
business contacts. This is, however, not always the case. There is still the conviction that
it is enough to go on the congress and talk to the customers about your offer. It does not
work anymore and the customers who act like that will not achieve the planned effects.
Internet, new technologies or social webpages supersede the traditional methods of
contacting the customers – meetings are becoming more and more rare and we only do
them in the case of important customers. However, in my opinion the power of a face-to-
face meeting with a customer will still be difficult to outclass.
Anna Włudarczyk, “Kongres Kadry” manager, NF

gamification
Gamification is the application of elements and mechanisms derived from famous games (e.g. rankings, ascrib-
ing scores, progress bars, difficulty levels) in areas which are not directly related with them in order to change
people’s behavior and engagement. Gamification is based on positive stimuli resulting from cooperation, com-
petition, facing challenges and the people’s love for games and achieving better results. Thanks to them, people
do things which they were unwilling to do before or did not know that you could do them in a different way.
It is more and more frequently used both in companies, as a way of engaging the employee in the tasks per-
formed, and in business, becoming a method of increasing the brand’s awareness and loyalty among clients.
Gamification may be used also to improve the effectiveness of human resources management processes in
marketing department. Gamification differs from an ordinary game with the fact that in this case the fun is not
an aim in itself (like in the game), but there are specific business, social and other goals underlying it
(e.g. increase d sales, interest in the product, improvement of physical condition).
in-person event social media

Natural connections gamification
with other formats mobile application
» A way of engaging the employee or consumer; » If gamification is not considered and prepared well
» Higher motivation and better results in the work place; enough, this can cause serious image damages to the
» Method to improve effectiveness of marketing actions, relevant brand;
therefore – increased brand awareness and client loyalty; » An element of the game can dominate the educational
» Gamification works well also in the area of training and education, element, which will not bring the planned benefits of
recruitment, sale as well as administration and management; introducing the gamification;
» Combining the elements of entertainment with learning makes » Introducing gamification requires big time resources,
the knowledge absorbed more willingly and easily; both for preparing the concept and its implementation;
» Incentive for the client to undertake actions. » The need for monitoring.

 Adequate level of the entertainment  Tasks at the same level, no new elements; » Comments;
(not too easy and not too difficult), so that  Not enough entertainment elements and » Number of persons who took part in it;
it does not puts off with complexity or focus on the business aim; » Dedicated time.
discourages with simplicity;  Too many game components which makes
 Combining gamification with a real prize the participants lose the point of the game
in the form of a discount or reward; and pleasure of playing;
 Well-thought and prepared gamification,  Unattractive rewards for the players.
which will not have a negative effect on
the brand image;
 Applying gamification in social media
and mobile applications;
 Providing the option to contact other
players (e. g. through forums);
 Providing the option to show
one’s results to friends. http://cmex.eu/examples/
BEST PRACTICES gamification/
The cost of implementing gamification depends on the level of complexity of the mechanism which we
want to apply. Starting from a simple game on the webpage, rankings and “achievements” ascribed
COST CONSUMPTION to the users, to a mobile application or an advanced platform considering individual levels and users’
behaviours. Major costs are related with personalization of levels/elements of the gamification,
adjusting them to the users and further development.
IN A FEW STEPS HOW TO MAKE PEOPLE PARTICIPATE?
1. First, define the problem which you would like to address » Introducing elements making the gamification attractive:
through gamification and your business aims. Gamification levels of difficulty, rankings, scores, progress identifiers,
works best is situations where low engagement and collecting, rewarding, new challenges, role playing,
motivation to take an action are the problems. solving problems and sharing, winning, cooperation with
2. Think about the model recipient. Understanding their others in order to achieve the purpose, individual and
behavior and needs affects the final selection of the group competition.
gamification type you are going to apply. » The players should feel that they have influence on certain
3. Gamification should change people’s behavior for more elements. Let them participate in the creation of the avatar
desirable by the employer/brand, so look carefully at the or decide with whom they will cooperate/compete.
behaviours of the persons who you are going to address » Appearance is important – people will not want to take
your actions to in the given area. part in a game which elements they will find ugly.
4. Having this data, start to design gamification, in fact to design » Present a story connected with the game – this way the
the change in the behavior of Your recipients. The loop of recipients will feel that they participate in something
activity which you are going to create should not be too easy more than just a made-up play.
to go through by the user, but also not too difficult (both
situations discourage the user from taking part).
5. The game should include some fixed elements such as
purpose, action, obstacles, rules. The information on the
condition of winning a prize is necessary.
6. In the whole process of planning gamification, don’t
forget about what is most important for the recipient –
about entertainment. The sense of satisfaction comes
from the user’s experience and atmosphere of the game.
7. Confront the opinion of others; ask external persons who
can look at the project without prejudice about their
opinion. Test and observe the course of gamification.
Introduce changes, if necessary.

The use of a game mechanism in business activity should follow a deliberation on what
the gamification should be there for, what we would like to achieve thanks to it, who is
going to use it and what mechanism we will use. The actions taken must be adequate
to the organization’s needs and conditions. Implementation of a solution which met
with approving opinions, was, however, verified in a different industry or structure,
without adjusting it to our conditions, is pointless.
Gamification platforms are often applied in the employee development, in an
extraordinary way of learning. We should remember, however, that we may just as
well focus on increasing the employees’ motivation, clients’ engagement, cooperation
and exchange of ideas among employees or recruitment and selection. Whatever the
area of application, it is important to affect the behavior of the target group users.
A skillful integration of gamification into the employees’ responsibilities, everyday tasks,
will increase the probability of desired behavior. An interesting aspect is using the tool
for communicating information on the company’s objectives and policy.
Finally, we should remember about the usefulness of the solution and the simplicity
of implementation. Gamification should not overwhelm with the number of tasks and
procedures, colorful icons attacking from every corner, as even minor defects undermine
the credibility of the solution and decrease the engagement.
Piotr Kwapisz, Nowoczesna Firma

micropage
Micropage is also referred to as the landing page. This website of the brand devoted to its image attributes
can also serve as selling site and become a channel of communications with the users. The micropage is
only one of the types of landing page (others include: single landing page, usually without navigation and
a page integrated with the structure of home page; the micropage provides more information compared
to the other two). The aim of the micropage is to present the most important information on the product/
service, concentrating on the benefits resulting from having it and referring to the history connected with
the relevant brand.
The task of the micropage is to evoke positive emotions in the client, which will make them purchase the
product or use the services offered. It should contain an uncomplicated message addressed at specific target
group, an emotional story related to the bran, the list of benefits resulting from the purchase, engaging
contents (video materials, animations, photos) and a very well visible link redirecting
to the product website.
video social media

Natural connections micropage
with other formats newsletter blog
» Instead of encouraging the client to purchase » In order to purchase a product/service,
the product/service straight away, a more the user must go to another page,
extensive information about them is presented; which always extends the purchasing process;
» The company can present its actions in CSR area, » The user does not have to be interested in the
show a story related to the brand; story related to the relevant brand.
» Winning clients thanks to positive emotions;
» Obtaining the client’s approval for selling action;
» Creating a micropage does not require time
and money.

 Original text;  No list of benefits resulting from the » Number of unique users;
 Referring to the needs of the target group; purchase of the product/service; » Number of visits;
 A story evoking real emotions;  Information overload; » CTR.
 Clear message;  No contact details;
 Attractive graphics;  Call to action placed in a section not
 Call to action placed in a few sections visible without scrolling.
on the webpage.
BEST PRACTICES http://cmex.eu/examples/microsite/
Cost: Depends on the level of complexity of the webpage and how much information it includes.
You can use page generators which offer free templates of landing pages or use the services of
COST CONSUMPTION companies/freelancers specializing in designing dedicated pages.
Updates: not required, if our product/service does not change. The completeness of the information
presented on the page is important.
1. The first thing that you have to convey to the visitors is » Focus on actions which aim to achieve the highest
the information that they are in the right place. A clear, possible position in the search results (sponsored links,
big headline must encourage the users to follow their webpage optimization).
intentions and read the information below. » Place banners on the homepage of the company,
2. Remember about the consistency of the message. redirecting to the landing page.
A client who reached your page through various sources » Buy advertisements on industry webpages and forums.
should see the same message on it that the one which » Send mailing to the contact base with a link to the page.
encouraged them to go there (from the reference source). » Share the link to micropage in social media.
3. It is also important to tell the user, who probably has
contact with your brand for the first time, who you are,
and what you do and, above all, why they should trust
exactly your company. Place authentic photos of the
employees, awards won, actions in which you participate
and clients’ opinions.
4. Include the benefits which the clients achieve buying your
product/service.
5. Minimize the number of clicks required to complete
the action which you would like to user to perform.
For example, if you want the user to sign up for a training,
insert the form on the first page.
6. Place call-to-actions in a few sections. They should be
visible and stand out from the other contents to a great
extent. Try to make your graphics look professionally and
catch the eye.
7. Test and improve your landing page. If you are not
convinced of a solution, perform A/B tests.

On numerous occasions I encounter situations where micro-websites are designed
according to the preferences of their owners and not the user who is supposed to visit
them. This is not the right direction. While starting to design such a website, we must
remember, above all, about what we would like to present and to whom. Therefore, it is
worth asking a few clients about what is important for them while browsing this type of
webpages and what they would expect from our lander. The next step is the manner of
conveying the information and its quantity. The users wish for simple and clear websites,
so we should not place too much data on them. We should remember that the visitors
usually scan its content instead of reading it, devoting 0.5 second on average to this
activity. It is enough time for them to decide if they are interested and whether to stay
there or not. That is why it is worth ensuring a simple navigation. Currently, one of the
trends in lander design is hiding the menu. This may look fancy and elegantly, though is
usually not very practical.
I do not know one person who does not check their competition before creating their own
website. Following competitors is natural. However, we must remember to follow the path
of standing out on the market instead of copying.
Monika Sobczyk, Marketing Coordinator, Fundacja Obserwatorium Zarządzania

The 5Ws of Content Creation
Task
define your
WHO? TARGET AUDIENCE
(customers, followers, leads, …)
identify the
WHAT? NEEDS, INTERESTS, WANTS
of your target audience
locate your targets’

WHERE? SOCIAL MEDIA CHANNELS
(YouTube, Facebook, Linkedln…)
plan publishing
WHEN? SCHEDULE
(ideal times, i.e. days, times…)
set and clarify your

WHY? OBJECTIVES
(brand awareness, increase sales…)
produce engaging
value-added creative
HOW? CONTENT
(infographics, videos, blogs, …)
Content Creation
Best Practices1
1 1. xtend the production of content to internal personnel across the

E
organization, providing more opportunities to connect and engage
2
customers in social channels, and extend your online reach.
2. roduce new, original, and interesting content that engages users

P
and induces visitors returning to your site, then extend these to
3
the social channel.
3. rovide content that covers broader issues and doesn’t focus on

P
content that advertises the features and benefits of the product.
4 4. I dentify content specifically tailored for your target audience;

a right content is warranty of success.
5 5. isten to the online conversations of your target audience and then

L
optimize content and strategy on that basis.
6 6. Fix the objectives for each content produced.
7 7. Be ruthless. Constantly test new ideas, expand and optimize what

works and eliminate what doesn’t, for each content produced.
1 Our elaboration of information contained in the “Kentico Marketing – Quick Start Guide” (www.kentico.com/Product/
Resources/Quick-Start-Guides/Kentico-Content-Marketing-Quick-Start-Guide/Content-Marketing)
› What is Content Marketing strategy
› How to determine the purpose and target group of Content Marketing strategy
› The components of the strategy
› Pros and cons of internal and external distribution channels
› About indicators of measuring the effects
CHAPTER
Content Marketing
5
strategy
5.1 Marketing strategy
Before we move on to Content Marketing strategies, you should be reminded what a mar-
keting strategy is. Why is it important? Cause if you understand it properly, you will be able
to create your own Content Marketing strategy.
According to Wikipedia, a marketing strategy is “a response to challenges a company faces

within the area of production and sales of its goods and (indirectly) to difficulties in earning
the profit enabling a dynamic development or maintenance of its market position”.1
Encyklopedia Zarządzania defines a marketing strategy in a slightly more transparent way as

“a combination of clearly determined actions and rules of conduct which a company must
meet to run its business effectively and accomplish profit maximization”.2
It is exactly among those actions, defined under the term of a general marketing strategy,
that the Content Marketing strategy should be found. Actions taken by any company, regard-
less of its size and budget, should be first and foremost consistent. Therefore, a Content
Marketing strategy should be consistent with a communication one, because their goals
and target groups are often concurrent. Both those strategies make part of the company’s
marketing strategy, which, in its turn, is an element of the company’s general development
strategy. The comprehension and an adequate composition of those “puzzles” shall enable
you to develop a good plan whose purpose shall be continuous development of your company.
COMPANY DEVELOPMENT STRATEGY
COMMUNICATION CONTENT MARKETING

STRATEGY STRATEGY
MARKETING STRATEGY
1 http://pl.wikipedia.org/wiki/Strategia_marketingowa
2 http://mfiles.pl/pl/index.php/Strategia_marketingowa

5.2 Content marketing strategy – first steps
While reading the aforementioned definitions of a marketing strategy, you can draw the
conclusion that:
A Content Marketing strategy is composed of such actions taken

by a company with regard to creating content and added value for
customers which will build its expert position, brand awareness,
product knowledge, involved community and customer loyalty.
The strategy building stage is extremely important. If the company makes a mistake, whether
when defining a goal/target group or selecting tools – it will pay for such a mistake until the
end of the campaign. Nor will it see the desired effect.
You should start by defining the goal you would like to accomplish while applying Content
Marketing. Goals can be different and they can include i.a.:
»» Increase in awareness of your brand

»» Expert position in the industry
»» Possibility of direct contact with customers
»» And many others
Another vital question is whom you wish to address and where you can find those people.
One thing is sure: each company wants to reach potential customers instead of people
unlikely to become interested with its products or services.
Once you have learnt what kind of message you want to communicate and to whom, you have
to answer the question on how to do it. This is the moment in which you select distribution
tools and channels of that information which will help you accomplish your goal.
It is also apparent that you will not manage to do everything on your own, so you have to
create a team which will implement the new strategy within a determined time frame and
budget. The final stage of each strategy involves checking the effects it has brought. It is at
this stage that you will learn whether your have managed to accomplish your goal, to which
extent and whether you should change anything in further campaigns.
While building a Content Marketing strategy, you must answer a few questions:
WHAT? WHO? WHERE?

(goal) (target group) (distribution channel)
WITH WHOM? WHEN? HOW?

(team) (schedule) (tools)
HOW MUCH? HOW TO VERIFY IT?

(budget) (effect measurement)
Content Marketing strategy 69

5.3 How to determine a Content Marketing goal?
It is not as easy as it may seem. A goal you have set determines your whole Content Marketing
campaign. If you make a mistake at that stage, you risk not only to fail to accomplish the
goal but also to lose a lot. That is why this stage is of such high importance.
5.3.1 Goal determination through questions

The first steps you can take to define the goal of your Content Marketing actions is to answer
a few questions such as:
»» What do I want to promote?

»» What kind of competition must I face?
»» What kind of CM actions do they take?
»» In what way will I make my offer stand out?
»» How do I want to be perceived by my customers – how do I want to build the image
of my company?
»» What are my strengths?
»» What kind of experts are there in my company?
»» What would I expect from this company if I were its customer?
»» What is it that customers ask for the most often?
The aforementioned questions are nothing but examples. You should, however, notice that
they allow you to make sure of what you should focus on in your Content Marketing actions.
They will also enable you to find the strengths on which you can base those actions and peo-
ple you can hire. The most important are those questions which refer to perception of your
company and to the things you do thanks to your customers. It is for them that you intent
to work and it is them and their needs that you should focus on. Questions on competitors
and their actions count as well. You should know well the actions which your competitors
promote themselves with so as to avoid replicating them. Nobody wants to be suspected
of plagiarism. Still, the ability to stand out among similar companies is an advantage which
will certainly be appreciated by customers.
5.3.2 SMART and SMARTER

The next goal determination stage is the good ol’ tool proven by the largest and the
best – SMART.
This conception helps you to set your goals correctly, which increases the likelihood of
their accomplishment. It is efficient, cause it requires a very precise analysis of the effects
your company wants to achieve through determination of five basic features a real and well
selected goal should have.
They are as follows:
»» S – specific – your goal must be clearly defined, specific and comprehensible
»» M – measurable – your goal must be measurable, which means that it must be possible to
measure with objective indicators whether it was accomplished and, if so, to which extent

»» A – achievable – your goal must be achievable, which means that it cannot be too hard
to accomplish
»» R – realistic – your goal must be realistic, which means that you should own enough
resources to accomplish it, but it also has to be an important step forward in your com-
pany’s actions
»» T – time-bound – your goal must be time-bound, which means that you cannot postpone
its accomplishment forever
There is also an extended version of that model called SMARTER. The last two characters of
the acronym correspond to:
»» E – exciting – your goal should be exciting, which means that neither its authors nor
recipients should feel indifferent to it
»» R – recorded – your goal should be recorded, cause it will help you to accomplish it, as it
is more difficult to give up on recorded goals
The methods described above shall allow you to generate a group of goals which you intend
to accomplish in your business. Keep it in your mind, however, that you cannot accomplish
everything in just one campaign. Choose no more than three aspects you find the most
important, on which you will concentrate. Those aspects shall become the central point of
further steps of construction of your Content Marketing strategy.
5.4 Target group
Content marketing is not one of those actions a company takes to feel well or great. Its pur-
pose is to reach customers and to provide them with some added value. To do it, you should
first of all know well whom to address and what will be an incentive, tease or benefit for
that group.
5.4.1 Target group definition

Most of marketers define a target group according to:
»» Geographical criteria, e.g. residence: province, metropolis, agglomeration, city,

village, workplace
»» Demographic criteria, e.g. age, sex, social status, education, family status, professional status
»» Financial criteria, e.g. income, impositions etc.
»» Psychographic criteria e.g. lifestyle, personality, loyalty, eco-friendliness, beliefs; mobility,
free-time spending habits etc.
»» Other aspects, often specific to a given group, e.g. Internet users – time, place and frequency
According to those criteria you can create a description of people eligible for the company’s
target group.
If we adopted a traditional approach to marketing, there would be nothing else left to talk
about. While building a Content Marketing strategy, however, you should pay attention to one
more issue – target group’s needs. That is why it is necessary to change the way companies

tend to think. In Content Marketing, it is the target group’s needs that should be more
important instead of the company’s ones. And you should keep this principle in mind while
designing Content Marketing actions.
How to reconcile all of the above then? First of all, try to understand your customer. You can
help yourself by answering a few questions such as:
»» Why do your customers choose a specific product?

»» In which marketing channels will you find your target group?
»» What can motivate or demotivate customers from benefitting from your offer?
»» How are competitors’ products perceived?
»» What questions are most often asked by your customers?
»» What are your customers interested in?
»» What kind of added value can you propose which they will find precious?
The list proposed above is far from being exhaustive. It would be a good idea to brainstorm
together with your colleagues involved in strategy creation and to come up with as many
questions as you can. And then to find correct answers to those questions.
5.4.2 Direct and indirect consumers

The target, or consumers with whom a company wants to communicate, is not just a group
of people. It can also include media, opinion leaders, experts or bloggers who are becoming
more and more influential. They are indirect consumers through whom the company reaches
its potential customers.
Involvement of those groups can seriously affect communication with direct consumers of
your content and your company’s offer. It is worth, therefore, analyzing how you can enter
into cooperation with those groups.
You should keep in mind, however, that messages sent to direct and indirect consumers have
to be customized for a specific group and to its needs.
5.4.3 Adaptation to the target group

Once you have learnt who your target group is, you can select appropriate tools, language and
communication style as well as distribution channels. You should be reminded, however, that
your target group is constantly evolving. Habits and interests change. Both general knowl-
edge and awareness of your industry and offer increase. Needs also change as successive
ones are met. That is why targeting never ends. You must keep observing your target group,
analyze upcoming changes, anticipate trends. Content marketing provides you with lots of
opportunities with this regard, cause it allows continuous communication with customers
and learning about their needs.
5.4.4 Targeting errors

Opposite to what you can think, targeting is not that easy. You can commit lots of errors
which may let your further actions, both Content Marketing strategy building and its imple-
mentation, go up in smoke. Here below you can find a few popular mistakes which can occur
at the targeting stage:

1. Too wide target group – if you have a product or service which everybody can find inter-
esting, you should restrict the area of your first steps by first testing it on the local market
or a selected market segment.
2. The same message for everybody – very frequent mistake, a company should commu-
nicate in a different way to indirect and direct consumers. Inside those groups, there
are also sub-groups, so the message should variate according to age, education, type of
language used.
3. Too fragmented consumer groups – it is not good when your target group is too wide, it is
no better, however, when a consumer group is split into tiny sub-groups.
4. Rigging and bias – everybody would like to be a leader in their industry and in their target
group. In the same way, everybody thinks that their products or services are the best,
the most efficient etc. It is not good, however, to embellish the results of surveys per-
formed in consumer groups, cause fraudulent data can affect the performance (or lack
thereof) of Content Marketing actions.
5.5 Selection of Content Marketing tools
You have already set your Content Marketing goal, you also know whom you wish to address.
Now it’s high time to analyze tools which you want to use while communicating with your
target group and to wonder how you can make that communication interesting and engaging.
5.5.1 Content marketing tools

Content marketing provides you with a long list of tools to choose from:
»» Blogs
»» Newsletters
»» Information graphics
»» Webinars
»» Micropages
»» Case studies
»» White papers
»» Videos
»» Online articles
»» Online presentations
»» Sponsored articles
»» Mobile applications
»» Face-to-face meetings
»» E-books
»» Social media
»» Gamification
The description of each tool, its strengths and weaknesses and hints from experts can be
found in chapter 4.

You can choose from a wide range of tools depending on who you want to communicate
with and which communication style you wish to adopt. Before you pick one or more tools,
you should find out where your target group is located. It will enable you to decide which
platforms, forums or web portal you can use in your actions.
5.5.2 How to use specific tools?

Tools which are available to you make use of different communication forms – written word,
photos, images, videos, audio recordings.
5.5.2.1 Written word
Writing is not as easy as it may seem. If you are a creative writer your can develop:
»» blog,
»» newsletter,
»» micropage,
»» case study,
»» white paper,
»» sponsored article,
»» e-book.
A well written text is in such a case a key to your success. And to write a text well, you have
to dig into the topic. It’s good for texts to be written by experts and enthusiasts of a given
topic who work in your company. Even if they are not adept in writing, you can always make
a team out of an expert in a given topic and someone with a good writing style. Together they
can do a fantastic job.
While writing texts, you should follow a few simple hints:
1. Get down to brass tracks – readers must know right from the start what your company
wants to communicate, they don’t like beating around the bush, lengthy descriptions or
boring eulogies
2. Imagination – the author should imagine what they would like to read, what they would
like to learn from the company and how it should be written
3. Simplicity – the simpler the communication, the better; you should avoid hermetic jargon
and write in a plain and comprehensible way
4. Surprise – think about the approach you can adopt, try to find something out-of-the-box
which can make your article stand out among others
5. Practice – the more you write, the better the results will be. You should also remeber
that those who want to write well should also read a lot. That’s why you should follow
interesting blogs, websites, newsletters, learn and improve your style

5.5.2.2 Image
Nothing animates a text or draws attention to a material the way an image does. This is the
kind of message that you can use in any available Content Marketing tools. When we talk about
an image, we think about photos, videos, graphical contents, presentations and information
graphics. It is important for you to remember that an image must suit a context, target group
etc. Sweet kitties or puppies will not work in this kind of cases. What is important in image
communication then?
1. Quality – the quality of your materials must always be high, which proves that you treat
your readers seriously and respect them
2. Popularity – check which images draw attention, get likes and are shared with the others
3. Consistency – images should be consistent with your whole communication, regardless

whether their sole purpose is to illustrate a text or if they are meant to be autonomous
4. Attractiveness – search innovative approaches to images, online tools available for free
can lend you a helping hand here
You can make photos or videos on your own. It is also possible that in your company there is
a photographer/operator who will do a great job. You can also use photo bases which can be
viewed both in exchange for a fee such as istock.com or for free – e.g. pixabay.com. Photos can
be edited with online tools such as pickmonkey.com, pixlr.com, canva.com. Unfortunately,
there are no bases where you can find ready-to-use videos. Archive footages whose copyrights
have already expired can be found at Film Archive, you can also use stock footage videos
and video animations. They cannot replace, however, your own work.
You can also create simple information graphics with such online tools as Wordle, Easel.ly,
Infogr.am, Venngage.com or Piktochart.com. You can find much more of them over the Internet.
In the same way, you can prepare presentations in PowerPoint or using other online tools
such as Prezi, Powtoon czy Emaze.
More advanced photo edition, image preparation or development of information graphics

from scratch should be carried out by a professional.
5.5.2.3 Sound
The last effect you can use in Content Marketing is sound. It accompanies different kinds of
presentations, podcasts, webinars, online broadcasts and many other forms.
A well recorded sound, whether used as a soundtrack or as a voice comment, can be a cool
and innovative way of attracting customer attention. How to do it well?
1. Confidence – you must speak with a confident, powerful voice, distinctly and, first and
foremost, you have to be specific
2. Evocative imagery – in audio recordings, imagination of listeners can be appealed to by

using metaphors, comparisons or examples

3. Availability – speak in a plain and comprehensible language, share your experience
with listeners
4. Rhythm – try to speak slowly, so that the listeners should not find it hard to understand
your explanations
You can see that there is a whole range of tools and methods of their use. Remember that
you should select your tools according to whom you want to address and to the way you
want to be perceived.
5.6 Schedule
You have already decided what, where you are going to talk and to whom. Now it’s time
to decide when you will do it. You must be aware that it is not about a onetime message
or placing something interesting online once in a while. Once you decide to take Content
Marketing actions, you commit to yourself and to your customers that you will communicate
with them regularly.
You should, therefore, create a schedule. There are a lot of methods to do it and the most
popular of them is the one proposed by Russell Sparkman – president and co-founder of
FusionSpark Media. It is called:
1-7-30-4-2-1
This is what the code stands for:
»» 1 – every day: this is the frequency with which you should communicate via social media,
online discussion boards, respond to e-mails and answer other questions/inquiries sent
by customers
»» 7 – once a week: this is how often you should post on your blog, publish company videos,
update contents on your websites or send newsletters
»» 30 – once a month: in such a period you can prepare an extended analysis, longer text to
be posted on your blog or website, interview with a company expert, interesting presen-
tation or webinar.
»» 4 – once in every three months: you can publish an e-book, white paper, collection of case
studies or propose a competition or lottery
»» 2 – once in every 6 months: it is worth organizing a face-to-face meeting and/or attend
a business conference
»» 1 – once in a year: this is the time necessary to create and demonstrate to the world an
interesting application or game for customers, publish an annual report or a longer e-book
What you can do is to freely modify those elements, adapting them to the specific character
of your company and communication assumptions which you adopted at previous Content
Marketing strategy creation stages.

It will be much easier if you create a document with a schedule broken down into days,
months and years. Such a document should include:
»» Scheduled publication date

»» Topic of the text/video/presentation/meeting
»» Type of content (e.g. scientific article, interview, information graphics, video etc)
»» Author/involved people
»» Distribution channel
You can generate such a document on your own both in Excel and in various online agendas
such as Google Docs.
5.7 Team
Another important factor decisive of your marketing campaign’s success is your team.
Such a team can include both your company’s staff members and your external partners.
Insiders:
»» Company experts
»» Department managers
»» People with a good writing style
»» Skilled people e.g. talented photographers
External partners:
»» Graphic designers
»» Copywriters
»» Bloggers
»» Marketing and PR agencies
Their duties depend on elements you defined at the previous Content Marketing strategy
creation stages.
You must remember that the final effect is the most important thing. Sometimes it is better
to outsource a task and receive a high quality product than to try on your own and fail.
5.8 Budget
A Content Marketing campaign requires funds just like any other campaign. Generally speak-
ing, costs can be split into 4 categories:
»» cost generated by the company’s staff involved in CM

»» media-related costs: campaigns in social media, mailings, targeting
»» subcontracting costs (preparation of videos, white papers, IT support, SEO, webinar lec-
turers, articles, mobile apps, information graphics, preparation of e-books, events: cost of
conference rooms/coffee/lunch/visualization/broadcast)
»» Cost of office floor

As you can see, there are many cases in which you can decide on your own on how you should
use your internal or external resources. Let’s take HR as an example. It often happens that
there are people in the company whose knowledge can be used for creation of contents or
who have specific skills e.g. make good photos.
You should also remember that even if someone is an expert in a specific area, it does not
always mean that they can write a fascinating article or that they look natural when they
are being recorded. That is why in such cases you should consider engaging other people
in creation of such a content.
5.9 Content marketing distribution
It is not enough to produce an interesting content. You also need to distribute it to an appro-
priate consumer group. A well planned distribution can make Internet users interested with
the topic promote your contents by sharing them with their friends.
5.9.1 Classification of distribution channels

There are two main classification systems for distribution channels.
The first one splits them into three types:
»» OWNED – your own media such as a website, blog, vlog, accounts on social platforms
»» PAID – paid media, including e.g. targeting of ads published in social web portals,
content promotion
»» EARNED – involvement generated by Internet users through sharing, commenting, likes etc.
The second one is much easier. It divides distribution channels into:
»» INTERNAL – your own website, blog or vlog

»» EXTERNAL – popular thematic websites, your partners’ websites, social media
As the second classification is more intuitive, we will focus on developing it.
5.9.2 Selection of distribution channels

Distribution channels are selected according to the content you want to disseminate and
on its potential, on the recipient of your message and on the effect you want to achieve.
Here below you can find the strengths and weaknesses of specific channels.
Internal distribution channels
Strengths:
»» Cost-less
»» Immediate edition possible
»» Traffic on your website
»» Complete control over your distribution channel
»» Building the quality of your own website or blog

»» Full power of decision-making
»» Possibility of moderating comments and opinions on your own
Weaknesses:
»» Few readers
»» Need for extra promotion (including paid one)
»» Too big vicinity of sales contents
»» No external links
»» Low SEO effect
External distribution channels
Strengths:
»» huge natural traffic and content popularity
»» additional promotion possibilities (links, promotion on the main page, publication
in social media)
»» prestige
»» apparent objectivity
»» high SEO effect
»» links strengthening your website (SEO)
Weaknesses:
»» additional cost of publication (often in the form of paid advertising as a tie-in arrangement)
»» immediate edition or update impossible
»» publishers have more content-related and technical requirements
»» no supervision over comments and opinions
»» restricted conversion – the user can see ads of various companies, moves to other sec-
tions, websites
There are situations, or, should I say, types of contents which let you successfully combine
different distribution channels: e.g. images – not all of them, off course, and certainly not the
aforementioned sweet kitties or puppies. What we talk about here is high quality information
graphics with particularly interesting data which the Internet users shall further share with
the others. Content in portions can be yet another example – an interesting content can be
published partially in external channels, whereas the remainder of it or the full content – on
your own website or blog.
5.10 Content marketing measurement
There is no one universal method for measurement of Content Marketing effects. To be

frank, we are also unable to evaluate its long-term consequences. That is because Content
Marketing is a long-term action and its effects can become apparent long time after the
payment of the last invoice for the campaign. That is why traditional indicators such as ROI
(Return Of Investments) shall not be applicable in such cases.
To tell you the truth, the type of indicators used depends on the goals a company set for
itself at the beginning of Content Marketing strategy creation.

5.10.1 Content marketing indicators
Considering the aforementioned assumption, you should look for other indicators which
would enable you to measure Content Marketing effects.
The basic parameters you can make use of include:
»» Number of unique users (new and returning users)

»» Number of hits
»» Time spent on the website
»» Comments and their undertone (positive or negative)
»» Content sharing in social media channels
»» Number of subscribers on the blog
»» Number of fans
»» Number of downloads
»» How many times an article or blog post has been mentioned online
»» Number of conversions
This list is by no means exhaustive and the indicators you will use shall depend on the goals
you have set for yourself.
5.10.2 Compliance of indicators with goals

Brand awareness can be measured with/through:
»» Online and offline brand awareness surveys

»» Press monitoring websites
»» SocialMention.com
Recognized leadership can be measured with the number of:
»» Links to your website

»» Subscribers to your website
»» Presence on blogrolls
»» Publications in magazines
»» Presentations at conferences
Attracted customers can be measured through:
»» New contacts in your mailing list

»» Subscribers to your newsletter
»» New customers through CRM
Website traffic can be measured with:
»» clicks
»» unique users
»» time spent on your website
»» re-visits

»» RSS feeds
»» Comments left by visitors
»» Trackback report
Engagement can be measured with:
»» Time spent on your website

»» Customer participation in company events
»» Feedback from customers
Customer retention/loyalty can be measured with:
»» % of returns
»» Number of linking users
»» Time spent on your website
»» Re-visits
Lead generation/management/nurturing can be measured with:
»» Number of leads
»» Quality of leads
»» Leads approved by the sales department
»» Leads rejected by the sales department as nurturing needing
»» Leads rejected by the sales department as dead ones
»» Lead generation speed
»» lead-to-close conversion coefficient
»» cost/lead
»» cost/act of sale
Sales can be measured with:
»» monthly income
»» montly income broken down into products
»» weekly income
»» number of transactions
»» number of transactions using leads
5.10.3 Where can you find data?

You can collect some of the data needed to measure Content Marketing effects on your own
from your company’s sales reports, reports regarding newsletter subscriptions or those
summarizing the number of collected leads.
The other ones can be collected with different kinds of free or paid tools available such as:
»» Google Analytics – tool available for free, basis of actions taken by every marketer, it enables
to analyze both traffic on your website (e.g. blog) and monitoring of paid campaigns
»» Bitly – another free tool, with which you can shorten the links you share and monitor
their effects

»» Topsy – free tool used for Twitter monitoring and hashtag checking
»» Social media monitoring – the selection of tools is very wide here, cause a lot of media
monitoring companies created their own tools for social media monitoring, it must be
remided that those services are paid
For other information such as opinion polls, traditional media monitoring or image research
you will have to pay to specialized companies.

Eight Steps to Effective CM Strategy
What is your company product/service?
How your company use your product/service?
STEP 1 ANALYZE YOUR COMPANY’S BUSINESS What do your customers need to know about your product’s proper use?
How do your customers connect to your product or service?
What is your company’s market?
STEP 2 STEP 3 STEP 4 STEP 5 STEP 6
GOALS TYPICAL CONTENT MKTG PUBLISHING TEAM

CUSTOMER MIX TIMETABLE
Set MAX 3 GOALS and focus Analyse your current customers Define your Plan your Choose the working
on them and trace your CONTENT MARKETING MIX PUBLISHING SCHEDULE team for CM
TYPICAL CUSTOMER PROFILE INTERNAL PERSONNEL/
Brand awareness IDEA PLANNING campaign launch/deadline EXTERNAL PERSONNEL
Thought Leadership age, gender, cultural level, timing for content creation (freelance, web agency,…)
Customer Acquisition geographical location message to transmit/story to tell measurement indicators
Website Traffic to your customers format types and quantity
needs, taste, wants
Engagement buying habits of content STEP 7
Customer Retention, Loyalty CM TOOLS SOCIAL MEDIA content creators
information tools used
Lead Generation, Management, media channels used
Nurturing gamification, YouTube
perception of your product
Sales webinars, case Facebook BUDGET
studies, videos, Twitter
infographics, Linkedln
newsletter, web- WhatsApp Estimate
cast, sponsored Instagram
articles, e-books, Google+ CM COST
e-journals, mobile Pinterest …
applications, cost of in house personnel
blogs, events … cost of outbound media purchase
(email marketing, display marketing,
FINAL STEP retargeting)
cost of subcontracting (video, white
papers preparation, IT, SEO, webinar
MEASUREMENT presenters, articles, mobile appli-
cation, infographic, e-books prepa-
Measure the effectiveness of your CM ration, events: cost of conference
room/coffee/lunch/visualization/
transmission,…)
KEY PERFORMANCE INDICATORS ROI COVERSION INDICATORS office cost
n. of visitors, time spent on the ROI (%) = Net profit/Investment × 100 conversion numbers,
website, page views/ranks/shares, number of leads,
form submission rates, subscription lead quality,
increase., content downloaded, n. of the lead’s life time value,
opens (for emails/newsletters), sales cycle length,
click-throughs, inbound links, funnel retention period of that lead…
conversion, comments closed deals, CORRECTIVE ACTIONS
sales accepted leads…
A Scheme to Help You Create
an Effective CM Strategy
This 5Ws model allows to take into account the most important dimensions to implement
a Content Marketing project able to optimize the Return on Investment
Question Answer
CM can effectively improve a number

of important metrics:
»» Brand awareness
»» Thought Leadership
»» Customer Acquisition
WHY?
Why is CM good for my
business? »» Website Traffic
»» Engagement
»» Customer Retention/Loyalty
»» Lead Generation/
Management/Nurturing
»» Sales
Trace the profile of your

TYPICAL CUSTOMER
WHO?
(collect information about: gender,
Who are my customers?
age, cultural level, geographical
location, buying habits, research
of information methods…)
Define the best

CONTENT MARKETING MIX
and choose the best CM tools to use
WHAT?
What are the best types of (infographics, articles, blog posts,
content for my company? videos, e-books, podcast, audios,
withe paper, webinar, web series,
case histories, newsletter,
digital magazines, …)
Choose the best
SOCIAL MEDIA CHANNELS
WHERE?
Where should my company
distribute digital content? (Facebook, Twitter, LinkedIn,
Instagram, Twitter, Google+, …)
Prepare your
CM TIMETABLE
WHEN?
When should my company
publish digital content? (plan of content publication
i.e. days, times, …)
Define your
GOALS
and select the three most import-
ant goals for your CM to focus on
Choose the CM
TEAM
(select internal/external people
involved in the content creation)
How should
Fix your CM
my company
HOW?
BUDGET
implementing by planning
an effective
CM strategy? »» cost of in house personnel
»» cost of outbound media purchase
»» cost of subcontracting
»» office’s cost
Measure the
EFFECTIVENESS
of your CM strategy
(use indicators for measuring the
accomplishment of your goals)
Implementing CM In Your Company: A Summary Scheme
1 PLAN
7 MEASUREMENT 2 AUDIENCE
Identification of the questions
to ask when defining your
marketing strategy
Measurement of results Identification of the most
obtained from processes used effective ways to attract
to develop your strategy your customers
6 CONVERSATIONS 3 STORY
IMPLEMENT
Knowing how to listen and CONTENT
“capture” all the interesting Consideration of the
and crucial information MARKETING IN importance of brand awareness
relayed by customers during and reputation
conversations
YOUR COMPANY
5 PROCESS 4 CHANNELS
Identification of and structuring

Methods, specific processes
the best channels to transmit
and resources for implementing
your message to the target
your CM strategy
customers Diagram adapted from
“The Methodology of the
Content Marketing Institute”
› In what way marketing has changed in recent years
› About storytelling, gamification, personal branding and other strategies
› About interesting cases from marketing world
› How to measure the effects of CM
CHAPTER
Tool use strategy in
6
Content Marketing
6.1 Introduction
It is not enough to use the trendiest or the most popular tools to become successful in
Content Marketing. The most expensive, next-generation smartphone can be used merely
for calling and watching photos. This way, no more than few percent of its power is used.
It is just the same when it comes to marketing campaigns. It is not so rare that form counts
more than content. It is easy to forget that the prettiest handbook with a shiny cover shall
not bring you the desired effects if it does not comply with your target group’s needs and if
it is not put into an appropriate context.
6.1.1 Huge communication change

A lot of programmers decide to share source codes they have created. As a result, everybody
can improve them on their own and the final effect is usually much better than its initial
version. Unfortunately, it is not the way it works in marketing where all the solutions are
usually confidential and deemed a company secret whose disclosure can weaken the effect
those solutions bring. It is obvious that the companies use, to a large extent, the same tools,
regardless of the industry they represent. What varies is the way those tools are used. What
counts in Content Marketing are the ideas based on good business sense and comprehension
of the target group – the best experts in this area are those who can generate such ideas.
Looking at the bigger picture, to be able to run Content Marketing campaigns effectively,
you should be aware of some transformations marketing experiences in general.
It will be the easiest to discuss them taking as an example the role of a web developer
who creates websites. 15 years ago all you needed to create a website were technical skills.
Any individual who developed a website for their customer used to spend plenty of days
creating graphic charters compliant with the instructions or images by hand coding each
fragment of the website’s structure. Briefly speaking – such a person must have had a strictly
logical mind. What was innovative in their actions was restricted to searching for novelties
enabling better distribution of graphic elements in different browsers, adding lap dissolves
or animations, building drop-down menus etc.
Sine then, there have been new aesthetic Image 6.1 – Design vs. UX1
trends, website usability testing applica-
tions, analytics of behaviours on a website,
research on how users interact with that
website, thermal maps, applications for A/B
tests and many other things. With tools such
as Google Analytics, Sales Manago, HubSpot,
Uxeria or Optimizely the role of website
designers has undergone major transfor-
Design User Experience
mations. They gained specific tools showing
how much their perception of standard user
behaviours differed from the real actions.
Divergence between the designer’s perceptions and the real
What is more, with services such as Wix or behaviours of users has always been and will always be there.
SquareSpace, websites with ready-to-use In the past, you couldn’t be aware of it, however, first and
templates like MonsterTemplate.com and moremost because you didn’t have analytical tools.
1 http://www.knowprose.com/sites/default/files/Design%20vs%20ux.jpg

freely available libraries and scripts, you don’t have to spend long weeks writing codes to
make a name for yourself over the Internet. What has become important is the ability to find
tools which make your work more automatic. Nowadays, for a relatively low price you can
buy a product which in the past used to be created by an expert for a few weeks.2 To create
a fully professional product you still need some technical knowledge, but the extent and
style to/in which it is made use of is changing. Some time ago, the fundamental part of this
kind of work was image design and code production. Currently, to create a good website you
need skills from such areas as strategy, campaign planning (you must think about the traffic
to be generated on your website as early as before its creation), copywriting. The production
itself is just a part of the process which, despite the change which has resulted in broader
skills being required is much less time-absorbing nowadays than before.
That is why new positions emerge such as e.g. User Experience Designer (UX). The word
“design” is used nowadays more and more often in discussions on website creation (instead
of e.. “writing” derived from “code writing” or “setting up” of websites, which are now con-
nected with the implementation of the idea itself rather than with the creative process).
What has changed is that a website is currently a form of direct marketing: it is the website
itself which attempts to convince a customer to buy a product. Instead of on technical aspects,
web design focuses on the user nowadays.
6.1.2 A Content Marketing expert is a designer

With respect to traditional marketing communication, the change described above has
resulted in emergence of Content Marketing. In the previous chapters, you learnt about new
formats and tools which can be used effectively when your budget is high and when it’s low.
A few simple information graphics or a short e-book tend to bring to marketers right now
much more tangible effects than a thick report including three hundred pages, developed
by a team of experts for many months. Not every tool, however, works in every business. It is
also individual predispositions of people that can be decisive of efficiency – a webinar is less
likely to run smoothly when run by a shy expert with speech impediment which reduces the
comprehensibility of the speech. To learn what really brings effects in the promotion of your
product or service, you need plenty of tests supported with analytical data, but also market
awareness and identification of consumer needs, cause in order for Content Marketing to
be good, it must offer some added value.
You have to predict, therefore, what can be considered by your audience as an advantage,
which does not have to be necessarily financial.
Communication is not one-sided any longer: a typical old-school advertisement used to

convince consumers to buy a product immediately. The message was one-sided, focused
on generation of a purchase impulse. Currently, companies have to realize that people are
becoming less and less appreciative of advertising and they have to face this fact. As for
customers, social media provide them with direct contact with companies. It is not necessary
to discuss at length the number of critical situations which negative comments on Facebook,
Twitter or You Tube used to generate in the past. There is no question that discussions of
this kind have an actual impact on company sales and image. That is why it is vital to analyze
communication in terms of the impression your content shall leave on users.
2 See: https://moz.com/ugc/10-reasons-custom-web-design-is-dying
Tool use strategy in Content Marketing 89

According to an American saying (attributed to Frederick Buechner and Maya Angelou):
“I’ve learned that people will forget what you said, people will forget what you did, but people
will never forget how you made them feel”. These days we have so many communication tools
at our disposal and so many opportunities to measure the effects we achieve that a con-
clusion can be drawn that, to a larger and larger extent, it is becoming the marketer’s duty
to design interactions and transfer emotions with which they wish to identify. Do you want
an example? Coca-cola, one of the most powerful brands in the world, does not announce
any longer that its beverage is tasty. It proposes to us sharing joy with the others instead.
6.1.3 Content marketing is not witchcraft. It includes simple yet effective ideas

The most effective campaigns or actions are probably those which were based on brilliant
ideas implemented using simple methods. It can be observed quite easily in various forms
of real time marketing where fast response is the key to success. In such campaigns ideas
do not undergo multilateral consultation process whose result can be a compromise idea
which is not brave or spontaneous enough. Quite to the contrary – they are ad hoc actions
taken according to the assumptions of the previously adopted strategy. It may be the reason
why they often remain fresh or funny.
Soccer fans certainly remember that when Uruguay and Italy were fighting during the
World Cup 2014 against each other to get past group stage, one of the Uruguayan players –
Luis Suarez – bit Giorgio Chiellini acutely without any reason. You didn’t have to wait long
for the resonance that the incident produced. Within the following fifteen minutes social
media got flooded with different kinds of jokes coming from official websites of various
brands as well: McDonald’s convinced that their BigMac would taste better than Chiellini,
the beer brand Bud Light told everybody to stay calm as there was no need to open their
bottles with teeth, cause they are provided with twistable caps, whereas Trident suggested
chewing their gums to keep composure. The best response was given, however, by Snickers’
profile on Twitter where the More satisfying than Italian sentence appeared. As the profile
was observed by 170 000 people, more than 67 000 interactions occurred, which corresponded
to nearly 40% of fans.
Image 6.2 – “Suarez bite”3
3 https://twitter.com/snickers/status/481533752477495300

Snickers was very consistent with their real time communication further on when they were
still pursuing their campaign centered around the premise ‘You’re not you when you’re hun-
gry”. For instance, when Jeremy Clarkson – Top Gear’s host – hit BBC’s producer, he was also
adviced on Twitter to consume the chocolate bar in order to come to his senses. But that’s
not all – the whole package of those sweets was sent to his residence address.
Although the aforementioned case boils down to brand content instead of Content Marketing,
you can observe that the dependency between the idea and its implementation is distrib-
uted in a standard way. The graphic designer had probably acquired the photo of Snickers
with the logotype before, which means that the only thing he had to do was to add a witty
comment. It could not take him more than 5 minutes.
6.1.4 First give, then take

To sum up: the idea behind Content Marketing is to change actions specific to traditional
marketing, to transform a one-sided message into dialogue with consumers, to enrich it with
added value, which will attract them unforcefully and will make them commit to the brand by
increasing their engagement and loyalty. What is exactly the added value referred to above?
Everything depends on the industry we talk about. In B2C, namely FMCG (Fast-moving consumer
goods e.g. food) focus is first and foremost on emotions. Red Bull teaches us that there are
no limits. Through sponsorship of various extreme sports competitions, this brand attempts
to stimulate adrenaline secretion in us. They organized for instance the event called Red Bull
Stratos – the jump made by Felix Baumgartner from the height of nearly 39 km. The para-
chutist was placed as high as possible above the ground level and then dropped down in
a special overall to which a highly resistant parachute was attached. Not only a few records
were broken (the highest parachute jump, the fastest speed of free fall: 1357,6 km/h,4 highest
team balloon flight), but also the spectators got a solid dose of emotions. Consumers were
provided an opportunity to participate in a unique and one-of-a-kind event, plenty of emotions
aroused by the flight itself, which seemed to be extremely dangerous and it was quite hard to
predict what it would look like. The fall, which Image 6.3 – B2B vs B2C5
took 4 minutes and 22 seconds, was assisted
live on the respective YouTube channel by
8 million people in total. On the day the event
en
ter
was held 900 thousand users interacted with

ge
aint
the action’s profile on Facebook (with 83 000 led

ow
me
being shared). In addition, 740 thousand people kn

Intensity
nt
entered into interaction with the official profile

of Red Bull brand.6
In B2B industry, and some B2C sectors, mes-

sages are built in a different way: a strong
emphasis is put on building of the position of
an expert, while the difference between prod-
ucts is constructed mainly on the grounds of B2C B2B
knowledge. Within this area, added value has Differences between B2B and B2C communication.
usually nothing to do with providing consumers
4 Source: http://www.redbullstratos.com/science/scientific-data-review/
5 Developed by Rafał Dubrawski.
6 Source: https://cdn.socialbakers.com/www/archive/storage/www/red-bull-stratos-case-study.pdf

with entertainment, but a lot with practical information such as advice or market data which
cannot be found elsewhere. Analytical companies such as Gartner or IDC publish numerous
reports on e.g. the sales of phones and smartphones in a selected quarter. As a result, they are
quoted by nearly all the web portals interested in mobile market. Consulting or auditing com-
panies such as PwC or E&Y go so far as having their own platforms with resources – guides
and white books.
Image 6.4 – “The Content Marketing Matrix”7
Breakdown of tools according to the desired effect proposed by Smart Insights. A weekness of such a classification is suggesting
that some tools can work in a universal way for determined brands, regardless of the context.
Generally speaking, B2C messages are based on their entertainment value, whereas B2B
ones – on knowledge. It must be explained, however, that emotions are not the only thing
B2C representatives concentrate on (e.g. McDonald’s makes an effort to resolve doubts on
the adverse effect of food sold by them on human health), while B2B companies can practi-
cally give up on entertainment (although it is a good idea to show in its place a human side
of business by discussing some topics in a slightly less formal way – e.g. with information
graphics or during webinars).
The difference results mostly from the fact that in B2B industry the process of sales of offered
services or products is longer than in case of B2C. For instance, negotiations on introduction
of a new CRM system in a bank can take 6-12 months and it is not sure that they shall end in
a sales transaction. In such a case, a single action shall not result immediately in the act of
7 http://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix
-new-infographic/

purchase, cause it is not enough to go to a grocery store and take a beverage can from the
shelf – the decision-making process is too important here. In such a case, it is not a single
idea that generates an increase in sales figures, but a whole chain of efficient contents.
To learn how to make strategies out of those ideas you have to read the following sections.
6.2 Storytelling
Storytelling is a solution which can effectively combine entertainment with knowledge and
B2B with B2C services. It is probably for this reason that it has many different applications.
It may be adapted to quite varied tools such as articles, information graphics, newsletters,
videos. It can also adopt the form of education stories, tales about customers, business
situations or development of successful products.
Quite often this solution is used by beer manufacturers who associate brands with “male
adventure” stories, but not only with this kind of stories. In its TV commercials called
“#BestBuds”, Budweiser talks about lost pets which miss their owners and manage to come
back to them. During Super Bowl 2014 and 2015, the brand broadcast touching commercials
about a lost dog either found by a horse from the farm where both of them used to live8 or
protected by a herd of colts when the pet was to be given to his new owner.9 In 2013, on the
other hand, it was a story of a horse which came back to his owner he missed a lot.10 Although
those stories are nothing but commercials, which are quite far from Content Marketing,
they are perfect examples of storytelling which, in case of stronger liquor such as e.g. Haig
Club becomes the story of a secret and exclusive gourmet society headed by David Beckham.11
Talking about Content Marketing, it is worth mentioning Guy Kawasaki, who emphasizes the
enormous role of stories in the brand building process. He resorts to storytelling as early as
at the stage of promotion of any new product by coming up with a surprising reason behind
its creation so as to convince consumers that a breakthrough occurred in a given sector.12
While working for four years as the main eulogist of Apple products, Kawasaki taught the
company’s staff to entwine fairytale elements in almost everything, which they have suc-
cessfully been doing ever since (e.g. “The next big thing” slogan). It is hard to find anybody
who has never read any story on how the idea behind the foundation of the company was
to “bring a PC to every home” or who has never come across on efficiently fueled gossip on
the looks and features of the newest iPhone. After Steve Jobs had died, a lot of stories were
told about his everyday life in the company, innovative approach or acting in the best inter-
ests of the customers. Apple managed to create his myth – that of the most genius-struck
businessman of all times – regardless of different opinions on his private life.
All you have to do is to think for a while to realize how big a role storytelling played in
Apple brand building. Its biggest strength is its trustworthy convention. The consumer of
our “tale” usually does not take its content too seriously and is not that critical with regard
to it. What counts is the punch line which appeals to consumers.
8 Source: https://youtu.be/xAsjRRMMg_Q
9 Source: https://youtu.be/uQB7QRyF4p4
10 Source: https://youtu.be/E0HI4DAmVDo
11 Source: https://youtu.be/MaMuQPmzrrU
12 Source: https://youtu.be/mGqvaw1i904

6.3 Personal Branding
Personal branding means that you should adopt to the image of each single staff member
the same kind of approach you would adopt to independent brands. Such strategy works
especially well in small and young companies which promote themselves among others with
the mover and shaker approach of its first employees.
The idea itself is almost as old as the storytelling tradition – the first scientific publications
discussing this way of perceiving of the organization’s members date back from 1930s.13
The importance of this method increases as Internet develops – nowadays everybody can
publish specialized articles on their blog, it is much easier to share your passion with the
others, present your everyday work or reach a selected target group with information of this
kind. There are a lot of politicians, athletes or celebrities who go as far as hiring special PR
agencies to create their image with appropriate posts in social media.
A perfect example of the above is the interactive CV developed in 2013 by Robby Leonardi –
American graphic designer and programmer.14 It took the form of a game inspired with Mario
Bros platform games – those who entered the website could go to successive levels which
described the author’s professional experience. This way, Leonardi not only presented the
experience he had gained so far but also practical skills acquired through all those years:
starting from graphic design, through animation until programming. At the end, you could
find a contact form.
It should be explained here than the author was not looking for a job back then, cause he has
been working for Fox News since 2010. He created that CV out of sheer passion, outside of
his regular working hours, to present his own skills. The interactive résumé became quite
popular and has been published by a few hundred web portals such as Mashable, Creative
Bloq, The Next Web or BuzzFeed.
As you can see, what is good about personal branding is that not only the company, but
also its employees are in such a case motivated to build a positive image – it cannot be
denied that valuable and serious contents increase the potential value of an expert on the
labour market, providing them with better perspectives of development, networking or
participation in sectorial events. This is what makes their motivation to take such actions
double. It has some disadvantages, however: there is a point at which the employee’s brand
becomes so powerful that they can decide to launch a new product under their own brand
or that it attracts the interest of a competitor attempting to persuade the employee to join
their company.
To sum up, personal branding is a strategy of delivering contents concerning employees or

their work and creation of their image in order to present the company as an expert on the
market. This strategy is implemented mostly by the presence of each department’s leader
in media, at conferences or during lectures.
13 Example: N. Hill, Think and Grow Rich, USA 1937.

14 Source: http://www.rleonardi.com/interactive-resume/

6.4 Gamification
Authors of computer games often implement mechanisms whose purpose is to increase

involvement or immersion of any person entering into interaction with a given game. It can
be seen the most clearly in role-playing games which boil down to the development of
a character controlled by the player: the next level, which is within your reach and which
provides you with more skills, weapons or witchcraft, motivates you to spend more time on
the tasks which bring you closer to that goal.
The same kind of mechanisms can be found in marketing – since the years dot awards have
been granted in exchange for promotion coupons or filled in questionnaires. Within the
last years such solutions have got beyond standard ones and gained presence in Content
Marketing as well.
A lot of companies provide the user who performs a determined task – e.g. completes their
profile – with additional articles, materials, guides, certificates or distinctions.
The LinkedIn portal launched in 2014 a tool which compares the professional profile of
a user with those of their friends. The more boxes a given user completed, the more often
they could be seen by other users. In addition, as soon as the portal user had become more
popular than their contacts, they were invited to join the exclusive network called Pulse –
where, together with selected individuals, who were quite scarce at that moment and among
whom you could find among others the most popular American investors and businessmen,
they could publish their own articles which were sent to the user’s contacts via special
announcements at the moment of sharing. That is how people who created extended profiles
were not only rewarded and shown appreciation with a special feature, but also received
a new, non-standard communication channel.
That solution increased the involvement of those users who wanted to get the praise for
their texts or for the access to an exclusive option, while LinkedIn designers gained new
authors who added for free valuable texts to the Content Marketing platform called Pulse.

Image 6.5 – LinkedIn’s profile15
To the right you can see a widget used for comparing the user’s profile with the profiles of other users.
Image 6.6 – Invitation to publish on the Pulse platform16
E-mail received by users who achieved the status of a well completed profile – they were invited to publish their own texts
on Pulse platform (being a part of the LinkedIn portal).
A simple mechanism of tasks and small rewards which approximate a user step by step to the
purchase of a premium product or service (in case of LinkedIn it involved access to full account
visibility statistics with the full list of profile viewers) can really attract potential customers
to the brand, provided that it is well planned and associated with appropriate contents.


6.5 Other strategies
It would make a separate book to describe a larger number of strategies. The aforementioned
chapters are merely selected examples of the innovative approach to content creation.
Less or more popular and attractive solutions are created all the time. What many of them
do is just using good ol’ methods in a refurbished way brought from offline to online world.
Hence, you can enumerate those strategies to no end.
Employer branding is a strategy similar to personal branding, but oriented to the employer,
not the employee’s, image. A very good example of Content Marketing is the movie called
The Internship17 (Polish title: Stażyści, 2013), whose production and shooting was supported
by Google18 – the plot of the film is fully centered around the company located in Menlo
Park, showing its modern character, products, great office and young, ambitious staff. It is an
example which perfectly shows the scheme, although it is far from being perfect – although
the profit was nearly the same as the budget, which means that the movie was a financial
success,19 lots of reviews described it as an ostentatious, two-hour commercial, although there
were also some favorable opinions.
It is also an idea which unites or moves people that can become a content, which is often used
by big corporations and institutions which organize crowdfunding actions on such websites
as e.g. Kickstarter. What is it about? A company launches a determined product or material
only once they have gathered a sufficient number of people which support it financially with
small donations. This way, by promoting the idea of wearing watches with smart phone fea-
tures, more than 20 MM dollars were collected in the early 2015 thanks to over 78 thousand
donations for development of smart Pebble watches.20 In this case, the use was made of the
new technological trend which involves wearing devices connected to the Internet replacing
some clothing or jewellery elements (wearable computers). This tendency had just begun to
become popular among the American consumers. A lot of articles of videos were published
on innovative products intended to be launched by the designers of the aforementioned
watch. It must be emphasized here that Pebble’s designer – Eric Migicovsky – would have been
able to easily raise the funds for his product among Californian businessmen in exchange
for shares after the success made in Y Combinator. Still, he decided to launch a campaign
reaching potential customers directly.
New trends can be observed in numerous areas and the nomenclature is not always in touch
with reality. The purpose of the aforementioned example is to present the extent to which
Content Marketing actions can be entwined.
17 Source: http://www.imdb.com/title/tt2234155/
18 Source: http://www.theguardian.com/film/filmblog/2013/jul/01/internship-google-cinema-sells-its-soul
19 Budget: 95 MM, income: 94,6 MM. Source: http://pro.boxoffice.com/statistics/movies/the-internship-2013
20 Source: https://www.kickstarter.com/projects/597507018/pebble-time-awesome-smartwatch-no-compromises

6.6 How to combine everything?
As it has already been explained at the beginning of this chapter, the contemporary online
marketing, instead of being restricted to very narrow, preconceived actions, turns towards
extensive search for new conversion sources, regular checking of effects and optimization.
You shouldn’t test at any cost all possible novelties and you should keep in mind that all
actions ought to be, first and foremost, consistent, but you must also realize that the meth-
ods of reaching consumers with Content Marketing evolve in quite a dynamic way – a given
strategy becomes outdated after a few months while in the past it did so within a few years.
That is why it is vital to check different strategies at the same time, combine them and per-
form tests. The Pracuj Group – owner of the largest recruitment web portal in Poland – pracuj.
pl – has been betting on creation of the image of a good employer for years and has been
ranked high in terms of customer satisfaction. It is consistent with the brand product and
strategy – the company which recruits the best candidates for employees should set a good
example itself. IT tycoons which develop mobile systems such as iOS, Android or Windows
(respectively Apple, Google, Microsoft) act in a similar way. As applications lie at the root of
any good system, those companies fight hard for attention and interest of programmers from
all over the world. A good employer branding is not enough in this case, so it is supported
with other actions. That is why Microsoft attends fairs, creates videos or online meetings.
In addition, they invest in diversified non-standard actions such as #HourOfCode, where every
citizen is encouraged to try to learn the basic coding for at least one hour, while those who
are more advanced can choose an online course from the website called Microsoft Virtual
Academy. Concurrently, the company experts co-participate as lecturers in online lectures,
i.a. Coursera.org website which offers MOOC (Massive Open Online Course) certificates. At the
same time, it maintains a stable image and owes it all to a formalized, recorded image strat-
egy, which must be observed even by those companies which act as brokers in the sales of
their products.
It is crucial not only to adopt verbal action briefs during inner discussions, but also record
them as a formalized strategy.
6.7 Action measurement methods in Content Marketing
You already know that the market changes during online product promotion are so dynamic
that it is not enough to have one permanent strategy and that it is necessary to continuously
search for new ideas. How to navigate in the jungle of various actions then? Sometimes it is
enough to use simple tools such as Mixpanel or tag links or Google Tag Manager in combina-
tion with Google Analytics, which makes it possible to count separate statistical data for users
coming from the sources selected by the user. But it is also frequent for analysis of impact of
marketing actions on product sales to require a far more advanced methodological approach.
6.7.1 Marketing automation or lead generation

To attract a customer you need to guide them through the whole process. You start with
making them aware that your product exists. Then, the time comes for arousing interest
and encouraging them to compare your offer with those they have already got familiar with.
After they have purchased the product, you have to maintain their interest and customer
service quality. It can be helpful to implement marketing automation with classification of
stages at which potential buyers are at a given moment.

In this case, it is also the right idea resulting from market knowledge that is decisive of
success. It is required to create a series of scenarios of model purchase paths which are
typically followed by company customers. In function of their behaviour interactions with
successive contents are triggered.
Suppose, for instance, that your company offers software for sales margin analysis. If there
is a new subscriber to your mailing list, they can receive in one of the first e-mails a slightly
longer list – e.g. 3-4 handbooks to be dowloaded for free (which normally have to be paid
for). Depending on which of them has been selected, the following weekly newsletters sent to
such a customer shall include more specific materials focused on the issues which the user
is interested in. Let’s assume, therefore, making things much simpler than they really are,
that at first the subscriber receives a report on the most popular software items used by large
companies in Poland, which they shall read straight through. After a few days, they shall also
watch the video sent to them, which is an interview about the tendency to focus more and
more on sales data analysis tools. If on the following day, such a customer sees the pricelist
on your website, it will probably be the perfect moment to call them. Marketing automation
shall enable you in such a situation to inform immediately the commercial department that
the aforementioned customer navigates your website and that they are interested enough
to contact them promptly.
This kind of observations can be provided by such tools as Marketo, HubSpot, Pardot, Oracle
Eloqua or Sales Manago. Among their functions, there is so-called scoring. After you have
planned different possible conversion paths, to each action (handbook download, e-mail
opening, clicking on the link found in an e-mail, watching a film in 50%, watching a film in
100%, time spent on the website and so on) a point value can be attributed. In such a case,
each user who has performed a specific task shall be awarded the respective number of
points (the closer an action to the act of sale, the bigger the number of points). As soon
as the user has collected a determined amount of points, an employee of the commercial
department gets the respective notification.
It must be emphasized, however, that in real life this process is a bit more complicated that
in the aforementioned example. That’s why for organization purposes, the following terms
have been introduced to the marketing automation glossary:
»» Prospect – a person who has successfully been defined as a member of your target group
(e.g. they have filled in the application form on your website, so you know that they are
the ones to make decisions on whether to buy your margin analysis software; in this case,
it can be a sales department director, board member or president of the board).
»» Marketing Qualified Lead, MQL – a person who not only represents your target group,
but also expresses their interest in your product, so it makes sense to provide them with
more contents.
»» Sales Qualified Lead, SQL – person actually interested in purchasing your product.
What is good about such a solution is that it makes the marketing and sales department work
on the same, common grounds – at the very moment a contact is given to them, the sales-
man can check quite precisely their behaviour and history, making a direct reference in the
conversation with them to the biggest need of that person, which makes their business offer
much more accurate.

6.7.2 How to calculate profits brought by your actions?
We have already discussed each stage of our conversion funnel. The next step will be to
optimize profits and conversion coefficients at the following stages. Let’s assume that the
main source of your traffic are Content Marketing-based publications placed on your web-
site, such as information graphics, articles, videos. If you define as MQL (Marketing Qualified
Lead) any returning user who opens the “Case studies” section (where you can download
e.g. presentations and other materials) and as SQL (Sales Qualified Lead) any individual
who, during the following visit, opens the “Contact us” or “Pricelist” section, the conversion
funnel shall be as follows:
Visits from
different
“Case
traffic
Studies”
sources
section
visits
“Pricelist”/
“Contact us”
section
visits
SQL
Depending on the extent to which you can or want to collect data and get insight into the
course of your actions, you can measure the efficiency of the latter using the following terms:
»» range – number representing all views of ads, articles, and generally speaking – links – to
your contents
»» generated traffic/visits – correspond(s) to the number of people who have entered into
interaction with your content – have seen it on your website
»» CPC – Cost per Click – range cost divided by the number of visits
»» CPL – Cost per Lead – sales lead cost
»» CPS – Cost per Sale – value of all the actions which resulted in generation of a single act
of sale
Range and traffic measurement is all plenty of companies do, although you become able to
identify the channel where a specific visit comes from no sooner than when you appropri-
ately label various sources of visits on your contents (e.g. by the aforementioned link tags
or marketing automation systems). It is at that moment that you become able to determine
whether a given user found their way to your website after having read the e-mail sent to
them or whether they had been redirected from a banner ad or social network site, and then
estimate how much it cost you in the end to generate the act of sale.
From the table below you can learn how, in such a situation, you can calculate the value of one
conversion (fictitious data for three sources selected out of the whole range of possibilities).

Newsletter (e-mail) Banner campaign Social media
Action
€ 1 500,00 € 1 500,00 € 1 500,00
implementation cost
Range 100 000 500 000 1 000 000

CPM (cost per mile) € 15,00 € 3,00 € 1,50
Visits/traffic on content 3 000 5 000 6 000
CPC (cost per click) € 0,50 € 0,30 € 0,25
MQL 300 250 450
SQL 60 30 45
CPL (cost per lead) € 25,00 € 50,00 € 33,33
Number of people who

9 3 5
purchased a product
CPS (cost per sale) € 166,67 € 500,00 € 303,03
The action implementation cost can be interpreted in very different ways. In some cases, it is
the price of an ordered medium and of fulfillment of the order (e.g. when the traffic results
from purchase of mailing to a determined base), in other ones it is much more complex and
it can include e.g. cost of work of an individual involved in PR who looks for publications as
well as those associated with other company employees. Depending on the approach you
adopt to financial matters, you can also include in the costs of actions e.g. office maintenance
costs or licenses for the software you use.
As you can see, focus on just one parameter can make you falsely perceive the efficiency of
determined channels. If we consider the aforementioned example, it was the least costly to
generate sales in case of the newsletter. If you analyzed, however, only CPC, you could be
drawn into the conclusion that bigger profits would be brought by focusing on social media
where a click is half cheaper, but further involvement – much lower.
If you observe the process as a whole and consider the aforementioned factors, it will be
much easier for you to discover at which stage the company made a mistake in its strategy,
cause users move on to the next stage more seldom than on average. You can also check
which channels are the sources of valuable traffic – ML/SL ratio, traffic/attracted leads ratio
and, which is often the most important parameter – the margin achieved for a given quarter.
If we assume that, just like in the aforementioned example, a company sold a service worth
500 €, it cost respectively 33%, 100% and 61% of its value to attract a customer. Such actions
would bring to the company 530,30 €, which means that the margin would be kept at 35%.
In case of optimization on the grounds of such data and launching of yet another campaign
with mostly the first channel, the profit would hypothetically increase by nearly 50%.
If it is possible to acquire such information, it is worth spending money on holistic imple-

mentation of the strategy and marketing automation processes.

› About the practice of CM in selected companies
› Which tools do the companies use
› In what way did the companies achieve success using Content Marketing
› How to repeat the success of selected companies in your own business
CHAPTER
International best
practices in the
7
use of CM
7.1 Introduction
This chapter presents a short list of international best practices in the use of Content
Marketing: CMEX project partners selected four companies located in different European
countries which have established themselves as leaders in their business area thanks to
the use of Content Marketing tools/tactics. These success cases can be taken as examples
by companies which want to get further knowledge about the usefulness of CM practices.
The chosen companies can be categorized as follows:
1. Homegrown companies:
›› Terre di Guagnano1
Country: Italy
Sector: winery
›› Ströck
Country: Austria
Sector: bakery and pastry
2. International companies:
›› Ogilvy Malta
Country: Malta
Sector: branding, advertising
›› IKEA Poland
Country: Poland
Sector: furniture, home accessories
NOTE: All of the above mentioned companies have given their consent for publication of
images and links to their websites.
7.2 Methodology
The research methodology used is based on the analysis of other best practices examples,
which helped in defining the most important aspects to be investigated when approaching
the case studies included in this chapter. To this purpose, a specific data collection grid
(please check Annex 1) was developed to be filled up with the desired information.
Face to face interviews as well as e-mail and telephone contact were then organized with
key-figures within the selected organizations, who were asked to provide details regarding
the nature of the practice, its objective, main stakeholders involved, key success factors and,
if possible, conditions for transfer to Small and Medium Enterprises.
1 Even if a homegrown firm, Terre di Guagnano is an established exporter.

7.3 Analysis
This section features a list of selected international best practices: each paragraph presents
an overview of the company, information about how Content Marketing is implemented,
evidence showing why the case study can be considered as a best practice and why/how it
can be transferred to SMEs. Images chosen from different online platforms/resources have
also been incorporated. Such structure should be appropriate to give the reader a compre-
hensive portrait of the best practice characteristics.
7.3.1 Terre di Guagnano – Italy

The winery was founded in 2011, in Erchie (Brindisi), Puglia Region, by Aldo Di Giulio who
pioneered the promotion of the Salento wine denomination in the 90s. Aldo’s sons Thomas
(then 26) and Ruben (aged 23) took over the management of the company in 2013 after their
father’s death. The brothers intend to guide the company according to the love for the land
and the passion for traditions that they learned from their father.
Terre di Guagnano winery is located on the eastern side of the fertile plain of Salento and
between the territories of Guagnano, in the province of Lecce, and the historic Manduria,
in the province of Taranto. It is a winery with strong associations to its location and tradition,
on land which has been family owned for several generations, and now aims to build up not
only the brand but the entire area.
Terre di Guagnano is a company based on tradition and innovation. They interpret tradition
as continuous innovation and improvement, integrating traditional strategies with new
web-enabled channels: e-commerce, social media, blogging, Content Marketing, with the
publication of recipes to be matched with wines and the most modern systems of augmented
reality for sharing.
The Content Marketing adopted by Terre di Guagnano is carried out in three phases:
Terre di Guagnano aims to:

»» Put into place an effective action to promote customer loyalty and purchases;
»» Promote the brand, through the traditions and flavours of the Salento area;
»» Foster the process of brand awareness at the international level.
Terre di Guagnano periodically publishes on its own website (http://www.en.terrediguag-

nano.com/) recipes from Salento to match with the flavours of its wines (One Essence, Top
Line and Obsession Primitivo).
The mission is to provide content and not just products; preparation of local dishes and
recipes, news about events and traditional culture, as well as a thematic area dedicated
to more technical aspects of wine and winemaking, such as must, the wine’s fermentation
characteristics, etc.
In the age of conversational marketing, companies can’t make it without using social media to
expand the spread of their content and raise brand visibility. Terre di Guagnano besides having
a presence on the main social media, i.e. Twitter (https://twitter.com/TerrediGuagnano) and
Facebook (https://www.facebook.com/TerreDiGuagnano) has focused on thematic channels
and targeting strategies (announcements on DoctorWine, interviews with B2corporate web
International best practices in the use of CM 105

collaborative magazine, use of the Storeitaly channel, articles on the portals bereilvino.it
and cantinedelvino.it, presence on winesearcher to support the process of internationali-
sation, etc.).
Evidence of Success
Terre di Guagnano is considered a model because it has shown the ability to make quality
products that are appreciated abroad by focusing not only on brand visibility but also on
the development of the area. The vineyard owners have realized that, in the age of conver-
sational marketing, it is no longer enough to have a website to promote their wines. Now it
is necessary to provide added value to their customers by enabling a process of engagement
and involvement (hence, the idea of posting recipes on the website, matching them with
suitable wines).
The company has achieved great success in international markets thanks to innovation in
different communication strategies, both on-line and off-line. First among these is Content
Marketing. Terre di Guagnano is at the forefront in the use of communication tools: it was
one of the first wineries in the world to use the augmented reality systems for sharing, simply
by framing the bottle with a smartphone.
The company has sponsored a restaurant management course, providing financial support
for much of the cost. Despite the economic crisis of the last few years, the company has been
growing; it has almost doubled in terms of market’s share (i.e. sales) and profits since 2011.
Its owners, deeply linked to the territory, to cope with reduced domestic demand, aimed at
expanding exports, and now 95% of the company revenue comes from abroad, especially from
Germany, Switzerland, Austria, the Netherlands, Luxembourg, Denmark, Sweden and Poland.
Transferability of the Best Practice to SMEs
The “Terre di Guagnano” best practice can be transferred to other companies, even those
active in traditional areas such as winemaking, which in Italy represents an area of world-
class excellence and which has a high number of small and medium enterprises. This example
demonstrates to other SMEs that it is possible, simple and cost-effective to raise their own
visibility and exploit their potential by using digital technologies.
Figure 7.1 – Terre di Guagnano’s cover photo on company’s Facebook account2
2 Source: https://www.facebook.com/TerreDiGuagnano

Figure 7.2 – Terre di Guagnano’s cover photo on company’s Facebook account3
Figure 7.3 – Example of a typical Apulian recipe posted on Terre di Guagnano’s own website4
Figure 7.4 – Example of a post related to wine and winemaking on Terre di Guagnano’s
own website5
3 Source: https://www.facebook.com/TerreDiGuagnano
4 Source: http://www.en.terrediguagnano.com/recipes/
5 Source: http://www.en.terrediguagnano.com/wineblog/

7.3.2 Ströck – Austria
Ströck is a traditional family business located in Vienna and the surroundings. It is a big
enterprise (more than 1600 employees and 76 stores) established in 1970.
The company’s website provides some interesting subsections which are clearly Content
Marketing oriented: one section features nutrition recommendations and offers the possibility
to contact a nutritionist for free and ask questions; other subsections on the website offer
baking recipes for different occasions, information about how raw materials/ingredients are
produced or how the first processing steps generally work.
This information is offered through short articles that can be rated, commented, emailed,
printed and chosen as RSS feed.
On one hand, the objective of this practice is to offer information to interested customers
(individuals as well as companies); on the other hand, it is to let persons who are generally
looking for this kind of information land on the Ströck website.
The service of a nutritionist responding to customer questions is a way to personalize the

relation with the customer, while guaranteeing that he/she may rely on a competent contact
person within the company.
The publication of articles on a company’s own website is one of the most popular Content
Marketing tactics and Ströck is a good example when it comes to short articles about product
related topics. When deciding to extend the company web presence, producing short articles
(5-10 sentences, simple to read and to understand) will be a good way to influence customer
loyalty and acquisition. Offering a free of charge service such as advices from a professional
(inside or outside the company) can be a very good way to get in touch with customers and
demonstrate that you care for more than just making profit.
Evidence of Success6
The articles engage customers to use the website as a source of general information about
bakery products, raw materials and nutrition. The company thus makes a mark as expert in
this field and as reliable source of information to the (potential) customer.
The information provided doesn’t target persons who are just interested in buying bread or
pastry, but those interested in baking as a hobby and getting knowledge about the produc-
tion and the quality of the products. The latter especially refers to the organic products and
certificates which are applying for many of Ströck’s products.
What is needed: some logical topics, a writer and maybe someone who would be ready to
reply to customer questions and advice. Each article should be classified into categories
(e.g. “Good to know”, “Tips for …”, “How to do it yourself”, “Book recommendations about…”).
They should be illustrated with at least a picture (it is important to check that no copy-
right infringement is being committed) or maybe graphics, embedded videos or animation.
These elements will make articles more vivid and attractive to the reader (focus must be
placed on the preferences of the target group).
6 This is the author’s view: since the company does not measure effects of Content Marketing, no specific indicators
are available.

Figure 7.5 – Ströck logo7
Figure 7.6 – Snapshot from the Nutrition Tips section on Ströck’s own website8
Figure 7.7 – Snapshots from the Recipes section on Ströck’s own website9
7 Source: http://www.stroeck.at/
8 Source: http://www.stroeck.at/service/ernaehrungstipps
9 Source: http://www.stroeck.at/service/rezepte

Figure 7.8 – Ströck’s cover photo on Facebook account10
Image 7.9 – Example of a post on Ströck’s Facebook account11
Figure 7.10 – Example of certification proving that Ströck only uses flour made from
Austrian cereals12
10 Source: https://www.facebook.com/Stroeck
11 Source: https://www.facebook.com/Stroeck
12 Source: http://www.stroeck.at/businesskunden/lebensmitteleinzelhandel/100-getreide-aus-%C3%B6sterreich

7.3.3 Ogilvy Malta
Ogilvy was founded in 1948 in New York City by David Ogilvy, with the aim to represent UK
brands willing to penetrate the US market. The agency grew up fast and was the first adver-
tising agency to be listed in the stock exchange. In 1989 it was taken over by the Wire and
Plastic Products plc group (WPP), of which Mr. Ogilvy became chairman. During the last 25
years services offered have been expanded and business value has increased 11 times.
Ogilvy’s distinctive point lies in the specific focus that is put on brands, something that was
conceptualised by David Ogilvy himself as he was the first to talk about the role of brands.
The deep thought process that was practiced and implemented originally by him has become
the company’s corporate culture.
Ogilvy Malta started off in 1989 as graphic design studio ‘Peak’, became an affiliate of Ogilvy
in 1997 and in December 2004 joined Ogilvy & Mather Worldwide as a full-service advertising
agency.
When asked about the company vision and mission, Mr. David Ward, director at Ogilvy Malta
answers: “To be the agency most valued by those that most value brands, by offering 360
degree brand stewardship”. Ogilvy Malta represents a “Mirror-image of Ogilvy Group offering
in any major centre worldwide, our clients have access to all Ogilvy Group resources here
and worldwide”.
Ogilvy group relies on a social media academy and a social marketing academy, which take
care of aspects related to Content Marketing development and analysis. One of the divisions,
Social@Ogilvy, specialises in branded content and runs a global education platform for
all Ogilvy staff called the “social media belts”. There are three initial levels of proficiency,
based on online learning and successful completion of study modules and testing. Social@
Ogilvy courses have been the benchmark in the company’s global network for end-market
implementation. Malta is no exception.
What gives Ogilvy an edge is the worldwide proprietary system based on best practice.
The primary stakeholders at Ogilvy Malta are the social media team who are framing con-
tent and working to a strategy that focuses on delivering the Ogilvy brand in a meaningful
way to brand marketing professionals, CEO’s and Board-level individuals. Strategic content
related to company operations is published, targeting people following the company.13 White
papers, research, essays are the resources that are published and social media which are
mainly used are Facebook (https://www.facebook.com/OgilvyMalta?fref=nf) and Twitter
(https://twitter.com/OgilvyMalta).
Evidence of Success
In 2013, the Holmes Report has named Social@Ogilvy “Best Digital Consultancy in the World”14
for a reason: the practice developed by the Ogilvy Group in this area is world-class. With
regards to Ogilvy Malta, in 24 months it has managed to attract a community of almost 1000
“likers” in its Facebook channel (https://www.facebook.com/OgilvyMalta) alone.
Another major indicator of Ogilvy’s success is represented by the abundance of requests

received, some of which are eventually turned down. A dashboard is used to evaluate and rate
prospect clients, i.e. the Business Evaluator incorporating 7 dimensions related to prospect
13 Content Marketing is mainly used for customer acquisition.

14 http://www.holmesreport.com/news-info/14071/Edelman-Wins-Global-Agency-Of-The-Year-Honors.aspx

(prestige, probability, access to decision makers, international scope, learning and partners
mindset, match to skillbase and growth and profit potentials). Clients are then selected
according to the overall rating they are assigned.
Professional practitioners are best placed to develop strategy and to assist in creating content
which will be used for marketing and reputational purposes. Budgets on Content Marketing
in Malta have been some 7% to 12% of total marketing budget,15 and the area remains exper-
imental for many businesses. It is a mistake for SME’s to think that using a platform as part
of a lifestyle is the same as using social media and digital platforms for business marketing
and brand marketing. One does not become an accountant by purchasing Sage software.
Training and testing is key. SMEs need to be properly trained in order to be in a position
to assess how to leverage brand equity using Content Marketing. To get the greatest gains,
however, SME’s should engage professionals to get the best results.
Figure 7.11 – Ogilvy logo16
Figure 7.12 – Home of Social@Ogilvy’s website17
15 As stated by the interviewee, Mr. Edwin Ward, director at Ogilvy Malta

16 Source: https://www.facebook.com/OgilvyMalta
17 Source: http://social.ogilvy.com/

Figure 7.13 – Cover photo on the Ogilvy Malta Facebook profile18
Figure 7.14 – Example of a post on the Ogilvy Malta Facebook profile19
7.3.4 IKEA – Poland

Inter IKEA Systems B.V. was established in 1983 in the Netherlands. It’s a company within the
Franchise Division of Inter IKEA Group. The Franchise Division also includes service compa-
nies and companies selling IKEA products to franchisees on certain markets. IKEA’s vision
is to create a better everyday life for people. The business idea is to offer a wide range of
functional and well-designed home furnishing products at prices that many people could
afford. Ikea Group has 303 stores in 26 countries and 135 000 employees. There are 8 IKEA
stores in Poland.
IKEA’s “Ty Tu Urządzisz” blog (http://tytuurzadzisz.pl/) has recently been introduced as one
of the company’s tool in social media marketing. Its main objective is to inspire the audience
with house arrangement ideas as well as to highlight IKEA’s products in various arrange-
ments. Each post is enriched by a photo which always makes the entry attractive to user
thanks to its fresh and lifestyle form. Blog’s traffic is driven by the company’s Facebook Page

(IKEA Polska – https://pl-pl.facebook.com/IKEApl), an additional communication channel
between IKEA and its consumers in social media. Being itself an excellent source of informa-
tion about interior design, the Blog’s role is to educate and inspire IKEA’s target customers
by pointing out trends and home decorating ideas. IKEA’s blog is an invitation to the world
of sophisticated design and, at the same time, proves that the company meets all needs for
professional interior equipment: ranging from basic and advanced furnishing to toys and
books for children.
“Ty Tu Urządzisz” Blog run for IKEA is a website composed of an informative, educational,
inspiring and lifestyle content. Blog’s target audience seeks source of exciting, practical
and clever ideas for interior apartment arrangements, including articles and short pieces
of advice as well. They search for solutions appropriate to their needs and wants, whether
they have already started designing their spaces or not. IKEA launched the Blog with a goal
clearly defined – to reach consumers who use IKEA’s catalogue on a daily basis and pro-
vide them with general knowledge related to design and the art of interior arrangements.
“Ty Tu Urządzisz” has become the first Polish source of inspiration and home decorating ideas
in the way designed “by IKEA”. It’s a website where tips derived from professional interior
designers and “ready-to-go” concepts can be found, including those about dealing with
small and narrow spaces. The way IKEA’s products and arrangement ideas are presented
is reasonable and allows consumers to implement them straight away. Entries are divided
into 16 categories. Three different editors present the IKEA’s world in three different per-
spectives. The first one gives professional and canny pieces of advice about interior decor,
another one who runs the “DIY” section, shows examples of unconventional arrangements
with the use of IKEA products and the third one presents shopping at IKEA stores from the
consumer’s point of view. The general content of “Ty Tu Urządzisz” is based on both analysis
of internet users’ needs (for example: interior decor, textiles or IKEA for children) and IKEA’s
offer available at a moment. Not only can consumers read useful descriptions, but also see
and check each product in 3D view as well as in various colour variants. The scope of topics
stays always proper to each catalogue’s offer. Moreover, each entry refers to the landing
page of a product, where detailed technical description can be found as well as information
regarding availability.
Evidence of Success
Running this Blog has led IKEA to increase a number of communication channels with its
target consumers and has positioned the Blog as a repository of the brand. The entries
containing inspirational interior arrangements not only are shared by particular users, but
also by other blogs dedicated to interior design. Blog statistics show a regular increase in
both number of unique users and time spent on the website. The constantly implemented
strategy of communication engagement which includes all social media channels owned by
IKEA, has become a guarantee of success. The mixture of lifestyle and informative elements
enriched by interior design expertise turned out to be the most effective way of running the
blog for Polish internet audience by such brand as IKEA.

Statistics: February, 5th – May, 20th 2014:
»» 307% boost in page views and 324% more sessions during a period of the last six months
comparing to first six months after the Blog launch
»» Average time spent on Site – 4:37 min
»» Number of articles published: 223
IKEA’s best practice is a very useful example which can help small and medium companies
to create a blog. It contains the most important features which a good blog should contain:
experts’ advices, tips for customers, dedicated photos and information about the latest
trends.
The blog plays an educational role and shows additional usage of IKEA’s products. Moreover,
it’s the next channel of communication with customers and fans in social media. The blog
presents a world of home design and at the same time informs that everything the customer
needs is right there, in the IKEA store, which is a very useful hint for SMEs (the first step
is showing the knowledge about the subject your product is referred to and then trying to
convince customers that you have everything they’re looking for).
Figure 7.15 – Ikea logo20
Figure 7.16 – Ikea Polska cover photo on the company’s Facebook account21
20 Source: http://en.wikipedia.org/wiki/IKEA
21 Source: https://www.facebook.com/IKEApl

Figure 7.17 – Example of a post from Ty Tu Urządzisz blog22
7.4 Conclusion
This chapter has shown that both established international companies as well as locally-based,
home grown firms are successfully engaging their audience thanks to the implementation
of Content Marketing tactics. The mentioned best practices can be summarized as follows:
»» Publication of content related to preparation of local dishes, recipes, events, traditional

culture and technical aspects of winemaking; presence on online portals dedicated to
wine culture – Terre di Guagnano.
»» Publication of informative articles related to the products’ quality and aspects of bakery
on the company’s website; provision of advice service to customers by the employment
of a dedicated professional with expertise in nutrition aspects – Ströck.
»» Dedicated corporate division taking care of content development, publication and analysis
to ensure that the company’s vision reaches its target audience via social media and
proprietary tools – Ogilvy Malta.
»» Use of a dedicated blog to engage, inspire and educate customers by providing them with
content related to lifestyle, products, trends and home decorating ideas – IKEA Poland.
22 Source: http://tytuurzadzisz.pl/

All these practices can be considered as potentially transferable to SMEs, as Content Marketing
tools and tactics described that are not out of reach for small and medium firms in terms of
financial resources, instead being highly cost-effective.
What has to be borne in mind is that the effectiveness of CM tactics ultimately depends on
the preparedness and knowledge of the people who implement them: the four companies
included in this chapter, even if different in terms of size and alignment, rely on professionals
that know how to make the most out of a CM strategy.
SMEs need to be first alerted to the impact that Content Marketing can have on their sales
of products and services and secondly, properly trained in this field to gain their customers’
loyalty and increase their sales. The handbook and the workshops organized within the CMEX
project serve this exact purpose and allow interested SMEs to further familiarize themselves
with such practices, therefore building their CM expertise.

› About trends in CM
› What are the experts’ hypotheses and forecasts about the future of CM
CHAPTER
Future Trends and
8
Predictions
8.1 Introduction
Content won’t just be a buzzword throughout 2014 and onwards, but will rather become an
important part within most companies’ marketing strategy. Influential brands worldwide,
as well as SMEs, will have to develop a sound understanding of what Content Marketing
actually is and how it can affect in a positive way their business goals and image.
Even if it has been clarified in the previous pages (Cfr. Chapter 2) that content has always been
an important element in advertising and branding, CM still represents something new and
revolutionary: most of its potentialities could even be unknown, as the tools and platforms
that are currently associated with it can evolve in many possible ways.
This chapter is based on desk research and focuses on identifying a series of CM trends that
are likely to arise in the future, by reviewing interesting predictions and hypotheses outlined
by international experts and several studies in the sector.
8.2 Quality will be the Key, not Quantity
In the era of Twitter, compact messages must be created in a “140-character format”. Focusing
on the quality of communication and not on the amount of information provided, will prob-
ably be crucial. In fact, most of the time users give a quick glance to web content, rapidly
moving on to another topic or website in a few seconds. Therefore, conciseness will be
a synonym for effectiveness: content that is short, simple and goes straight to the point can
make the difference in catching the reader’s eye and will help in differentiating one message
from a competitors’.
Quality content shall also be visually rich: providing prospects with videos (according to Cisco,
by 2017, video will account for 69% of all consumer internet traffic),1 images, infographics,
etc., instead of just relying on textual messages, it will be a winning move.
Content will also have to be developed in a way that is responsive and suitable for visualiza-
tion on mobile devices,2 since smartphones and tablets have now become a powerful tool
for customers when searching for information and even for making a purchase. Creating less
content but with greater impact will be imperative for marketers.
According to the CMO Council’s annual survey, digital advertising will overtake television ads
by 2018: this is obviously just a hypothetical scenario, but chances are that the quality of
content created exclusively for computers, mobile devices, and tablets will rise drastically,
resulting in high-quality web series, gorgeous games and apps, and other types of immersive
web experiences.3
Also, smart watches could very well replace smartphones in the near future, with more users
relying on the functionality of these small devices, instead of consulting their desktops at
home. Should this happen, content will have to take smaller, more condensed, more easily
accessible forms, to allow people find information on the fly.4
1 Cisco (2013), “Visual Networking Index: Forecast and Methodology – 2012–2017”, white paper
2 Digital Surgeons (2014), ”2014 Marketing Outlook”, online presentation
3 http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/362350/5-Colossal-Ways-Content-Market-
ing-Will-Change-in-2016
4 http://www.audiencebloom.com/2015/02/will-content-marketing-2016/

8.3 Future Use of Content Marketing Tools and Platforms
Many tools and platforms are being used by brands to engage their audience and share
content. The following resources are very likely to consolidate their importance and become
more popular among marketers in the future:
»» Social Media (SM) – According to two surveys carried out by the Content Marketing Institute
in 2013,5 88% of B2C and 87% of B2B marketers use social media other than blogs. Even in
the future, SM will probably continue to dominate the world of Content Marketing and B2B
and B2C businesses will also learn to use them more efficiently. Facebook and Twitter will
continue to be the most used but LinkedIn, Google+, Instagram, Slideshare and Youtube
will continue gaining users.
»» Blogs – They are widely considered effective by marketers. In particular, WordPress seems
to be the ruling publishing platform/CMS because of its wide range of customisation
options. The number of sites using WordPress, which now amount to more than 70 million,
will rise in the future.
»» Webinars and real time presentations – These tools can be considered highly effective
because they allow real time interactions between marketers and the target audience,
which will probably lead to an increase in their use. It must be borne in mind, however,
that audiences are probably going to be more interested in short webinars and presen-
tations that provide rich information in a short timeframe.6
»» Infographics – The power of infographics, which can be incorporated into social media,
blogs, and e-letters and therefore have the potential to go viral, lies in their particular
format which allows the reader to easily understand information, while being entertained
by the catchy, enjoyable way in which content is presented. Their popularity will surely
increase more and more.
»» Google Analytics – Since brands will have to gauge the effectiveness of social media cam-
paigns etc., the use of Google Analytics will grow, since it incorporates a series of analytic
tools that can measure web traffic, conversion rates and a series of other metrics.
»» In addition to those mentioned above, a series of specific CM tools have been created
during the last years, especially thanks to developments in digital technology. Such tools
serve different purposes, which include content creation, curation, promotion, licensing,
distribution and measurement of content’s effectiveness (NewsCred, Curata, Outbrain,
Storify, Copify etc.). As a consequence of CM worldwide, use of dedicated software and
platforms will probably rise.
8.3.1 Companies Will Rely on Dedicated Content Strategies and Professionals

The development of a specific Content Marketing strategy will become a key step for com-
panies: target audience, goals, budgetary resources bound to CM will have to be planned
carefully. As a consequence, CM roles and tasks within businesses will become more for-
malised: in some major companies there are already Chief Content Officers or Directors of
Content who head teams of writers, designers, videographers, etc.7 This trend is going to
5 Content Marketing Institute (2014), “B2C Content Marketing 2014 Benchmarks, Budgets and Trends – North America”, report
6 Cf. Puneet Nagpal (2014), “Five Content Marketing trends for 2014 and beyond”, online article.
7 Cf. Alan Herrick (2014), “2014 Insights – Connecting Technology and Story in an Always-On World”, SapientNitro, report.
Future Trends and Predictions 121

increase, as professionals with specific expertise in content are going to be fundamental
within every organisation: teams will include executives who can oversee content develop-
ment and strategy, as well as brand journalists who are able to create engaging content and
so on.8 9 10
Some businesses will probably outsource specific tasks to external specialists who are able
to create, curate and promote quality content, but dedicated in-house human resources
will increase.
In an Interesting article11 which was recently published on MarketingProfs.com, Sandra Gudat,

president and CEO of Customer Communications Group, identifies the six key players to
create a winning Content Marketing team, namely:
1. Chief Content Officer (CCO), who is responsible for developing strategy, setting goals,
defining direction, and establishing a mission statement for the content initiative.
2. Managing Editor (ME), who is in charge of overseeing the people who actually create and
produce content, as well as editing the content developed by the content creators.
3. Content Creators, who develop the raw content that is then refined by the Managing Editor.
4. Content Producers, being interactive designers, videographers, and other professionals

who make content look good and ensure that it’s properly formatted and optimized for
each channel.
5. Chief Listening Officer (CLO), who analyses the feedback from conversations which take
place in social media and other channels, and helps the organization react promptly and
appropriately to reactions to your content.
6. Analyst, who reviews and analyses content-related data, such as pageviews, downloads,
bounce rates, conversion rates, in-bound contacts, and information. By doing this he or
she can provide interpretations and recommendations to the team and help gauge the
program success, evaluate progress toward goals, and enhance the team’s performance.
Obviously teams need to be built according to companies’ needs, structure and corporate
culture, but the six roles listed here can be considered a good example of how a Content
Marketing department could be organised.
8.3.2 Budgets Bound to Content Marketing Will Increase

As Content Marketing is going to become a strategic pillar for many organisations, related
budgets are very likely to increase in the years to come. This has been confirmed by several
authoritative studies: the first is a UK-based survey conducted by Econsultancy in collabo-
ration with Responsys,12 which discovered that 71% of surveyed brands plan to increase their
digital marketing budget; the second is represented by a research carried out by Curata,13
revealing that almost three quarters of the companies surveyed will increase their CM budget
8 Paul Marsden (2014), “The future of content marketing for consumer brands: round up of top 20 predictions” Digital Intelligence
Today, online article
9 Brandon Leibowitz (2014), “5 Content Marketing Trends For 2014”, Business2community, online article
10 Jason DeMers (2013), “The Top 7 Content Marketing Trends That Will Dominate 2014”, Forbes, online article
11 http://www.marketingprofs.com/articles/2015/27667/six-key-players-on-your-content-marketing-team
12 Cf. Econsultancy (2014), “Marketing Budgets 2014”, report.
13 Cf. Curata (2014), “2014 Content Marketing Tactics Planner Creation, Curation & Syndication”, report.

in the coming year, about a quarter will maintain it at the same level as 2013, while only 4%
plan to decrease it. Finally, CMI studies14 carried out in North America confirm that most B2C
and B2B firms are going to increase their Content Marketing budget for 2014 (respectively
60% and 58% of the surveyed companies).
8.3.3 Companies Will Learn How to Measure Content Effectiveness

Companies will not be able to make the most out of CM if they don’t learn how to measure how
CM activities contribute to their growth: the choice of the metrics to be used really depends
on the organization’s specific targets, which may vary from increasing brand awareness or
sales to customer engagement etc.
Usually, in order to measure content’s success, traffic and webpage views are the most used
metrics, but focusing on just one or two metrics can generate misleading assumptions:15 this
is why brands will have to combine metrics.
According to Marc Landsberg, CEO and Founder of SocialDeviant, brands will elaborate spe-
cific metrics to gauge engagement: “Engagement will be measured content unit by content
unit or campaign by campaign […] rather than by aggregate measures over a period of time.
The success of one piece of content might be measured by referral traffic while another piece
might be measured by conversions. Likewise, social content and interactions will drive more
readily to e-commerce platforms.”16
According to Steve Rotter, CMO of Acrolinx,17 analytics tools now offer only information about
how content performed in the past; in the future instead, analytics tools will generate intelli-
gence and valuable recommendations by analysing data related to different points, including:
audience sentiments and preferences, language quality, tone of voice, hot topics, keywords,
distribution channels, conversion rate effectiveness.
Analytic tools will not remain just a rear-view mirror, but will become more predictive and will
enable companies to decide what kinds of content to create, which topics to cover, how best
to create content according to their audience and targets. The result will be more effective
Content Marketing based on anticipating people’s needs rather than just reacting to them.
14 Cf. Content Marketing Institute, Op. cit.

15 Cf. Stephanie Chang (2013), “The future of content: upcoming trends in 2014”, Moz, online article.
16 Cf. Vignesh Subramanyan (2013), “The Future of Content Marketing: Experts Share Their 2014 Predictions”, Business2Community,
online article.
17 http://www.business2community.com/content-marketing/predictive-analytics-content-marketers-start-looking-forward-in-
stead-back-01219295#6vxDUzYDd5RQLhTZ.99
Future Trends and Predictions 123

8.4 Conclusion
Content’s impact on the world of marketing is probably going to increase in the next years:
companies will enlarge their CM budgets and reorganise their internal structure by incor-
porating professionals with expertise in writing and publishing; they will also learn how to
make the most out of the newest digital technologies, as well as to gauge the impact of CM
on their business operations by the precise use of metrics and indicators.
The creation, curation and distribution of high-quality, well-designed content will help brands
in differentiating from competitors and engaging prospects, while building their loyalty.
To these purposes, a number of specific software and platforms will be developed, augment-
ing the range of CM potentialities.
What has to be remembered is that, even if the choice of the right strategies and technol-
ogies is important, the companies’ ultimate aim shall be to communicate with, not just to,
customers: the success of their Content Marketing will depend on this very aspect.

Appendix
Data Collection Grid
Description of good practice
The aim of this chapter is to identify good Content Marketing practices of established as well as small companies.
In particular, this information should be well written and easily understandable for external readers. One good
practice should be used per form. There is no limit on the number of good practices that can be submitted,
but a minimum of one per partner country is required.
1. Project information
1.1 Project title Content Marketing Expert
1.2 Project acronym CMEX
1.3 Action Transfer of Innovation
2. Good practice information
2.1 Title of the best practice
2.2 Topic of the practice

Please specify the precise topic of the
practice in a few words (e.g. website,
branding, blog, etc.).
2.3 Location of the practice 2.4 Country
2.5 Detailed description of the practice
Please provide a detailed description of the practice itself in a form of an abstract. The description should
include inform action on the nature of the perspective, its objective, the main stakeholders involved (if any) and
the financial resources required for its implementation. If known, please also indicate key success factors and
conditions for potential transfer to other SMEs.
2.6 Evidence of success

Please explain why this practice is considered as good. Objective result and/or impact indicators are welcome
in this section to demonstrate the sucess of the practice (e.g. the value of ROI achieved, volume of traffic gen-
erated, % sales increase).
2.7 Contact details to obtain further information on the practice
Name
Organisation
Website
2.8 Date of Best Practice Compilation

Survey Questionnaire
What’s it about?
Content Marketing Expert (CMEx) is a project, founded by the European Union Lifelong
Learning Programme, realized in Poland, Italy, Austria and Malta. The project mainly aims
to develop a practical handbook on Content Marketing use for SMEs.
In this context we would like to gather information about experience with and needs for
Content Marketing in selected companies. We chose your company for the survey, because
we believe that your Content Marketing is especially elaborated and interesting!
Our understanding of “Content Marketing” (CM)
CM aims to create and share valuable content, which is designed to attract a specific audi-
ence (potential customers/users). In the business sector Content Marketing is used to bring
potential customers/clients to a profitable action.
Thank you for taking the time to support us with your expertise and experience!
Please answer the following questions as completely as possible by ticking
answer options or by marking answer options and filling out text fields.
Your data will be used solely for internal project purposes and will not be passed
to any third parties!
(For project reports, the collected information will be used only in an aggregated
form, which does not allow any conclusions about single individuals or companies.)
Optional question in advance:
»» Do you use Content Marketing in your Company? Yes/no/I’m not sure

»» If no: Do you plan to introduce CM?
»» If I’m not sure: Please at least skim the questionnaire, perhaps you’ll notice something
you already use!
Appendix 127
(1) Basic information about your company/the company you work for
a) Number of employees:
1 2-9 10-49 50-99 100-249 > 250
b) Economic sector:
Primary sector: Secondary sector: Tertiary sector: services Other:

Production or extraction Manufacturing, (e.g. commercial,
of resources/materials processing, construction financial & personal
(e.g. agriculture, (e.g. industry, trade services)
forestry & fishery) and craft)
c) More specific sector (e.g. automotive; food and beverages, media & entertainment;
travel, tourism, & hospitality; financial services, education…):
d) Business structure:
Profit Non profit Public institution Other:
e) Business alignment:
National International Both Other:
f) Business model:
Business Business Both Other:

to business to customer

(2) Content Marketing in your company/the company you work for…
a) Handling of Marketing activities in the company:
Exclusively internally Exclusively externally Partly internally, partly externally
b) If Content Marketing is realized completely or partly internally, please estimate how

much working time is bound to this task?
_______ hours per day or _______ hours per month
c) If marketing is realized completely or partly internally, is the responsible person solely

employed for managing marketing?
Yes No
d) Please give us some information about use and utility of the following
Content Marketing tools:
TOOLS: RATING:
Please tick all tools that Please rate how useful the tools are (or were) according to the purposes.
are currently used in
the company or have It is/was useful It is/was not useful I don’t know
been used in the past!
 Blogs
 Social media
 Articles on the website
 Newsletters
 Case studies
 Video
 Articles on other websites
 In person events
 Infographics
 Online presentations
 White papers
 Mobile content
 Researches and reports
 Webinars/webcasts
 Press articles
Appendix 129
 Microsites
 Books
 e-magazines
 Annual reports
 Mobile applications
 Traditional newspapers
 e-books
 Podcasts
 Games/gameification
 Others, please specify:
e) If some social media are (or were) used, please also assess their utility according to
the purposes:
MEDIA: RATING:
Please tick all media Please rate how useful the media are (or were).
that are currently used
in the company or have It is/was useful It is/was not useful I don’t know
been used in the past!
 Facebook
 YouTube
 LinkedIn
 Goldenline
 Twitter
 Pinterest
 Vimeo
 Slideshare

f) What prevents the company/the marketing management from using specific
Content Marketing tools? Please tick/fill in all that apply…
Lack of
Lack
This tool knowledge Other,
of time/ Lack of Limited
TOOLS: was not on how to please
human expertise budget
known measure specify:
resources
impact
Blogs
Social media
Articles on the website
Newsletters
Case studies
Video
Articles on other
websites
In person events
Infographics
Online presentations
White papers
Mobile content
Researches and reports
Webinars/webcasts
Press articles
Microsites
Books
e-magazines
Annual reports
Mobile applications
Traditional newspapers
e-books
Podcasts
Games/gameification
Other, please specify:
Appendix 131
g) For which purposes is Content Marketing mainly used in your company?
Please tick max. 5 options
 Raising credibility
 Brand awareness
 Customer engagement
 Customer acquisition
 Customer loyalty
 Increasing website traffic
 Increase of sales
 Create/grow leadership
 Fund raising
 Volunteer recruitment
h) Do you measure effects of your Content Marketing?
Yes No
i) Which metrics do you use to measure the ROI (return on investment) deriving from the
above mentioned platforms or tools? Please check all that apply…
Please tick max. 5 options
 Web traffic
 Social media sharing
 SEO Ranking
 Time spent on website
 Growth in subscribers
 Growth in advocacy/funds obtained
 Growth in sales
 Quality of feedbacks
 Other, please specify:

j) What is/was the most challenging about Content Marketing use in your company?
k) What is the greatest benefit of Content Marketing use for your company?
l) What is the yearly overall marketing budget in your company?

Please check applicable option…
< 500€ 501-1.000€ 1.001-5.000€ 5.001-10.000€ 10.001-25.000€ > 25.000€
m) Please specify/estimate how much percent of this budget is spent on

Content Marketing:
_______ %
Appendix 133
(3) Future aspects…
a) What do you think? Will Content Marketing be more or less important for your
organization in the future?
Yes, more important No, less important I’m not sure
b) Would you like to learn more about CM?
Yes No Maybe
c) What would you like to learn?
We thank you for your participation in the survey!
If you are interested in our project or want to participate

in one of our trainings, keep track at
www.cmex.eu
Leave your contact

or contact us directly
RESPECTIVE PARTNER ORGANSIATION AND RESPONSIBLE CONTACT PERSONS NAME

the results of a survey
carried out in the four
partner areas
Explorative Survey in Poland, Italy, Austria and Malta
In order to gain a closer insight in to the ways, extent and characteristics of Content Marketing
use in the partner countries, the authors of the Content Marketing Handbook launched
a survey in Poland, Malta, Italy and Austria in the spring of 2014. The aim was to gather
information especially regarding the following questions:
»» Do companies know what CM is?

»» Do companies use CM?
»» Which tools do they use and which they don’t and why?
»» How do they organize CM (time, staff, budget)?
»» What is their intent of using CM and do they observe/measure effects?
»» Do they see the need to learn more about the CM? What do they want to learn?
Method
The survey is explorative and not representative. The selection method and the number of
companies differ between the countries.
The questionnaire used for the survey was developed by the partners to ensure that all
topics relevant to the CMH will be covered. The questionnaire was finalized by the partner
responsible for quality assurance and accompanying research. The questionnaire was the
same in all countries.1
Since it was clear from the beginning that access, connections, resources and the scope of
companies would differ between the partner organizations, the partners could adapt the
approach according to those preconditions.
In Austria the survey was carried out in the form of guided interviews. This survey method
allows for gathering information provided by the interviewee, which were initially not con-
sidered but seem to be relevant to interviewees to mention or help to explain the context or
interrelations. Persons were interviewed either by telephone or personally. The interviews
were recorded and protocolled. With this qualitative approach 5 preselected companies
were contacted and interviewed.
In Poland the survey was conducted as an online survey, since it was clear that in Poland
a high number of companies would be reached by this approach. The survey was set online
and companies of the partner organization’s database invited to participate. The total of
229 of those companies took part in the survey.
In Italy 85 companies were approached via email to inform about the survey and to contact
persons responsible for marketing. Of the contacted companies 42 companies responded
to the questions whether they knew CM and whether they used CM. A total of 19 were finally
included to the full survey which was conducted by telephone interviews. The scheme was
the following:
1 See full questionnaire in the appendix.

Yes We gave the
complete survey
19 companies questionnaire
Do you use We interrupted

Yes No
Content the survey
30 companies Marketing in 5 companies after asking
your company? “why not?”
Do you know
Content
Marketing?
85 companies
No
Not yet, but I’m We interrupted
12 companies
planning to the survey after
introduce it shortly asking “for what
reason do you plan
We interrupted 85 companies to introduce CM?”
Not responding the survey after
asking “are you
43 companies interested in
learning more
about CM?”
In Malta initially 100 companies were contacted via email to encourage them to participate
in the survey. After a part of them did not want to participate in the survey for reasons such
as unsuitability for the survey, not knowing what CM is or not having someone dealing with
marketing within their organization who could answer the questionnaire, the 27 remaining
were surveyed. The questionnaire was sent to them via email.
Poland
In Poland, all in all, 223 companies took part in the online-based survey. The majority rep-
resents small companies but overall companies of all sizes were included to the survey
in Poland.
Size of companies in the Polish sample Sectors of companies in the sample
40%
34,5% 4,8%
35% 2,4%
1,0%
Companies of the size in %
30%
25%
21,5%
20%
Primary sector
14,3%
15%
12,1% Secondary sector
11,2%
10% Tertiary sector
6,3% Other
5%
0%
1
0
-4
24
-9
2-
25
91,9%
10
50
0-
≥
10
Number of employees
the results of a survey carried out in the four partner areas 137
The surveyed organizations belong to the tertiary sector (e.g. commercial, financial & personal
services). When it comes to more specific sectors most of the companies represent finance
and banking, education, consulting and trade sectors. The vast majority of the Polish sample
has a profit structure and has a national wide business alignment. However, a considerable
part of the companies is involved in national and international business alignments.
The majority of the surveyed Polish companies organise their Content Marketing internally
as well as externally as the diagram illustrates. According to their response, 137 of 223 have a
person who is exclusively responsible for marketing. This means 86 of the surveyed companies
in Poland have one or more persons responsible for marketing but who is also concerned
with other tasks.
Organisation of CM Marketing budget of sample companies in %
35%
2,7% 54,3%
30% 28%
26%
25%
20% 19%
Internally
15%
& externallly
10%
Internally 10% 9%
8%
Externally
5%
0%
0
00
50
00
0
1.0
.0
.0
0
5.
.0
<
10
25
43,0%
1-
1-
25
1-
1-
50
00
>
1.0
.0
5.
10
Not surprisingly the vast majority of the companies taking the survey do not have big budgets
for marketing activities. The size of the marketing budget is assumed to be corresponding
with the size of the companies (see also bar chart with the size of companies).
Regarding time spent on CM per month, responses differ a lot. Respondents indicate 10,
16, 20 or even 60 hours per month. The highest number is 200 hours, the lowest is 1 hour.
However, it can be assumed that the surveyed persons were referring their indications to
the time spent on marketing activities as a whole and not CM specifically. So these numbers
should be treated carefully.
When it comes to the use of Content Marketing tools and rating them, the surveyed compa-
nies in Poland show, all in all, a very high affinity to the entire “toolbox”. Even though the
most popular tools are in principle the same as in the other surveyed countries in Poland,
the other tools have a higher rate of use.
The lowest use is indicated for microsites and podcasts.
Number of companies
TOOL % Useful* Not useful* Don’t know*
using this tool
blogs 147 65,9% 57,6% 12,4% 30%
social media 190 85,2% 78,8% 8,8% 12,4%
articles on the website 194 87,0% 83,6% 5,0% 11,4%
newsletters 167 74,9% 69,6% 11,1% 19,3%
case studies 128 57,4% 55,3% 9,0% 35,7%
videos 144 64,6% 63,2% 7,4% 29,4%

articles on other website 161 72,2% 69,1% 8,7% 22,2%
in person events 168 73,4% 72,4% 7,6% 20,0%
infographics 133 58,1% 56,5% 9,5% 34,0%
online presentations 140 61,1% 55,0% 15,0% 30,0%
white papers 149 65,1% 63,7% 9,3% 27,0%
mobile content 97 42,3% 34,7% 14,8% 50,5%
researches and reports 149 65,1% 63,7% 9,3% 27,0%
webinars/webcasts 107 46,7% 40,4% 13,6% 46,0%
press articles 170 74,2% 72,2% 9,1% 18,7%
microsites 91 39,7% 32,0% 13,5% 54,5%
books 117 51,1% 40,6% 18,8% 40,6%
e-magazines 114 49,8% 40,9% 18,1% 40,9%
annual reports 118 51,5% 42,9% 16,7% 40,4%
mobile applications 118 51,5% 44,3% 14,4% 41,3%
traditional newspapers 170 74,2% 72,2% 9,1% 18,7%
e-books 119 52,0% 44,5% 15,0% 40,5%
podcasts 81 35,4% 24,5% 16,8% 58,7%
games 98 42,8% 26,6% 22,6% 50,8%
others 0
* The percentages related to usefulness refer to the number of companies using the tool, not to the whole sample.
The lowest use is indicated for microsites and podcasts, but also games and mobile contents
have a lower rate. All of these four tools have consistently the highest number of uncertainty
of users about their usefulness.
Social media use

Social media is very popular among all Polish companies – everybody knows them and likes
using them. Facebook, YouTube and Goldenline are the most popular. Polish companies use
not only global, invented social media but also country specific platforms such as GoldenLine.
Goldenline is a Polish company. It is a professional network in Poland with over 1,5 million
members. Its mission is to connect people and companies. It strives to help recruiters find the
right employees and to help people landing jobs. Since on the one hand, there is social media
which is globally used and which reaches many people, and on the other hand, nationally
specific tools which are popular, too. It seems just consequent to use both of them.
Reasons for not using CM tools

The most important factor which prevents a company from using Content Marketing tools
is time/human resources. Especially blogs (53%) and case studies (44%) are rated as highly
time consuming and with a high HR requirement. But also the factors of limited budget,
lack of knowledge how to measure the impact and the lack of expertise are often obstacles
for companies.
Other tools such as mobile content (21%), microsites (25%), podcasts (24%) and games/
gamification (20%) are significantly less often known to the survey participants than the
other tools.
Limited budget is the most important factor which prevents companies to use mobile appli-
cations (34%) in person events (34%), videos (37%), and is also decisive for not using books
(29%), e-magazines (29%) and annual reports (28%).
The lack of knowledge on how to measure the impact of a tool is never the most important
factor which prevents Polish companies from using a tool but it still has an influence in the
range between 13-20%.
Purposes for CM use and impact measuring

When it comes to the most important purposes of Content Marketing use, the factors of
brand awareness (72%) and credibility (69%) are the most important. Customer acquisition
and an increase of sales are following with 65% each.
More than half of the surveyed companies in Poland do not measure the effects of their
Content Marketing: 124 companies (55,6%) who do not measure it compared to 99 compa-
nies (44,4%) which do it. Among metrics used to measure the ROI (return on investment) the
most popular are: web traffic (57%), growth in sales (51%) and time spent on website (42%).
Metrics like growth in advocacy/funds obtained (4%), quality of feedback (28%) and SEO
ranking (29%) are used very rarely.
Challenges and benefits

For the surveyed companies, the most challenging aspects of Content Marketing use are
the production of interesting content (assuring the quality of content), but also the pure
fact of limited time, limited budget and finding an adequate (qualified) person to take care
of Content Marketing activities and strategy. Other companies believe that the lack of a coher-
ent vision of a company and the lack of a strategy are clear obstacles of using CM, effectively.
Among aspects which were already summarized for the purposes of CM Polish respondents
name foremost the ability to build a positive image among customers and in the market, the
way of communication with a client and the possibility of getting to clients through many
different channels as the greatest benefits to the enterprises of Content Marketing use. Also,
the ability to gain trust of clients as well as a facilitated access to the company’s target group
are assumed to be a benefit.
Future aspects
The results point to the conclusion that there is a lot of knowledge already about CM among
Polish companies. However, other facts also point to the assumption that CM needs to be
handled by a professional who is well trained and able to sketch a CM strategy. The best way
to gain this competence and HR respectively is to increase the level of knowledge among
the company’s own employees.
It can be assumed that companies are willing to work on their CM implementation since the
great majority of respondents think Content Marketing will be more important for their orga-
nization in the future and would like to find out more – especially about mobile applications,
SEO, how to write interesting and high quality texts, and finally, they intend to identify what
are the best tools of Content Marketing for their company.

Austria
The range of company size varied from micro to large company. There was no medium size
enterprise (49-249 employees).
Companies according to number of employees
40% 20%
1 employee
2-9 employees
10-49 employees
≥ 250 employees
20%
20%
All five companies had in common that the term “Content Marketing” was best known to
the interviewed persons. All interviewed persons were responsible for marketing in their
company. However, when asked about the use of specific CM tools, it turned out that all
companies do use the tools of CM.
The companies were selected from very different sectors and none of them are professionally
concerned with marketing, advertisement or web design.
The table below is an overview concerning the characteristics of the surveyed companies
in Austria.
Business Business Business Yearly marketing

Sector Specific sector
structure alignment model budget
Company 1 Culture Theatre Non profit National B2C 5.000-10.001
Training and National/
Company 2 Services Profit B2C --
moderation International
Company 3 Trade Food trade Profit National B2C >25.000
Audio record-
Company 4 Services Profit National B2B & B2C 1.001-5.000
ing & editing
Food and
Company 5 Trade Profit National B2B & B2C >25.000
beverages
The most popular tools of CM were social media use, articles on their own homepage and
newsletters. The table below shows in detail the companies’ experience with the CM tools.
Absolute number of
TOOL Useful Not useful Don’t know
companies using the tool
Blogs 2 1 0 1
Social media 4 4 0 0
Articles on own website 5 5 0 0
Newsletters 4 4 0 0
Case studies 0
Videos 1 1 0 0
Articles on other websites 1 0 0 1
Personal events 1 0 0 1
Infographics 1 1 0 0
Online presentations 0
White papers 0
Mobile content 0
Researches and reports 0
Webinars/webcasts 0
Press articles 2 2 0 0
Microsites 1 1 0 0
Books 0
E-magazines 0
Annual reports 0
Mobile applications 0
Traditional newspapers 2 2 0 0
E-books 0
Podcasts 0
Games 1 1 0 0
Others 1 0 0 1
The fact that many of the interviewed Austrian companies did not know exactly what Content
Marketing (exactly) is, but use the tools of CM within their overall marketing activities, shows
that there is a marketing strategy but usually no separate CM strategy. However, there were
enough tools of CM which are not even known and thus – as one interviewee states – could
not be judged if they are useful or not. So introducing the wide range of CM tools is the first
and most important step. The second step then will be to decide which tools are appropriate
and feasible.
When asked about the choice of social media used for CM activities, Facebook is clearly the
preferred tool to communicate with customers. At the same time the personnel responsible
for marketing are sure that this tool is useful to them. In Austria, YouTube and Twitter are
also used by each two companies and LinkedIn and Xing are used by one company.

Number of companies
MEDIA Useful Not useful Don’t know
using the tool
Facebook 4 4 0 0
Youtube 2 1 0 1
Linkedin 1 1 0 0
Goldenline 0 – – –
Twitter 2 1 0 1
Pinterest 0 – – –
Vimeo 1 1 0 0
Slideshare 0 – – –
Others (Xing) 1 0 0 1
Another finding is that rather than money it is time that prevents companies from using
specific tools of CM. It is, however, stressed that in the end, time is money, too.
The most important reasons for not using specific CM tools are, on the one hand, lack of
time/human resources and limited budget, on the other hand (explicit) lack of expertise.
This is regarding for instance blogs, case studies, in person events, books, videos, mobile
content, apps or podcasts.
Two things are noteworthy: First, many tools were commented with the remark “not nec-
essary” or “not relevant at this point”. Second, many of the tools were not known to the
interviewees. For example white papers, infographics, webinars, microsites, podcasts and
games were the tools most often not known or misunderstood. The interviewer, in most
cases had the opportunity to shortly describe what these tools are. However, some persons
could not say clearly what exact reasons prevent them from using a tool as they could not
even consider it because they don’t know about it.
This fact is important because when it comes to (re)considering one’s own (content) mar-
keting strategy also the tools which were initially not considered, should be revised – since
it is possible that they might not have been fully understood in all their possibilities, or the
expertise of how to employ them was not provided to the necessary extent.
When asked about the assessment of impact of Content Marketing, nearly all interviewees
state that they use the means of measuring the impact. Most important were: measuring
the web traffic, social media sharing and quality of feedback, but also growth in sales and
growth in subscribers were specified. It is important to notice that even though almost all
companies used several tools of CM, they did not necessarily use the corresponding tool to
assess its impact.
However, most of them were very satisfied as they reported they were able to observe the
higher attention of customers, increase of sales, growth of subscribers or recommendations
of their clients/customers. Only one company (surprisingly the one with the most extensive
CM use and with the most professional marketing) claimed not to measure the impact of
their CM activities at all.
Challenges and benefits of CM
When it comes to the biggest challenges of CM for one’s own company the interviewees state
for example that it is “hard to produce really valuable contents”, that the “time investment is
very high” or that there are “enough good ideas but difficulties to text”. And again the time/
costs-argument is taken under consideration.
On the other hand, the Austrian companies also stress the benefits of Content Marketing
for their enterprises:
»» Establishing additional benefits and linking for customers

»» Establishing the trademark with value
»» Offer identification and customer friendliness
»» Demonstrating competence indirectly
»» Better transport of own image
»» Increasing web traffic
»» Raising of brand awareness and sales
The most important aims of using CM within the overall marketing strategy in Austria were:
»» Customer engagement
»» Customer loyalty
»» Customer acquisition
»» Brand awareness
»» Increase of sales
Future aspects
In reference to future CM activities all interviewees expressed interest in learning more about
the professional and effective use of CM tools. Some of the companies name specific aspects
they would like to learn more about. Here for instance “measuring the impact” as well as
“Yoast SEO” and “case studies” are specified; but also the general wish to get to know more
tools with the intention to decide which would be useful to their own purposes and fit the
companies’ profile and clientele.
This awareness concerning the importance of Content Marketing in the future, as well as the
fact that some of the interviewees mentioned that they already plan to widen the “toolbox”
of CM and/or plan to hire a new employee (whose task will be to take care of marketing
and Content Marketing), point to the conclusion that interest in the topic is high and the
knowledge of it is growing.
Malta
The sample is largely composed by companies which operate in the services sector (mostly
in the marketing, publishing and advertising industries).
Most of the primary and secondary sector businesses that have been contacted claimed not
to be suitable for the survey or not willing to collaborate. In the end, in Malta 27 companies
were surveyed.

The vast majority of surveyed companies in Malta were from the tertiary sector (81%).
They represent the fields IT/web and software solutions, video and media production, mar-
keting, publishing and advertising and networking.2
Four companies are situated in the secondary sector (food manufacturing, winery and con-
struction) and one company is from the primary sector (agricultural business). All of the
companies are profit enterprises.
Half of the companies are conducting business-to-business as well as business-to-customer

relations. About 40% are exclusively conducting business-to-business relations.
A total of 16 companies out of 27 (59%) employ between 2 and 9 persons, 8 companies (29%)
have between 10-49 employees, one company employs between 49 and 99 persons and
another one between 100 and 250 employees.
A total of 18 companies (67%) do business exclusively nationally, 7 nationally and interna-

tionally and 2 of them only internationally. There are 11 B2B companies, 14 B2B and B2C
companies and 2 B2C companies.
On an average basis, companies spend 43% of the marketing budget on CM. In this case,
data collected must be interpreted prudently, since 48% of the interviewed didn’t answer
about the budget bound to CM and 37% chose not to reveal information about the entity of
marketing budget.
Therefore, it could be possible that the ones who answered the question spent a greater
part of their total marketing budget on CM.
In Malta, the social media are the most important CM tool. It is followed by the use of arti-
cles on the company’s own website. These are the most popular ways to communicate with
the target audience. Also, the companies rate the effectiveness of these means as useful.
Number (and %) of
TOOL Useful* Not useful* Don’t know*
companies using this tool
Blogs 6 (22%) 100% 0% 0%
Social media 26 (96%) 85% 11% 4%
Articles on own website 19 (70%) 84% 11% 5%
Newsletters 12 (44.5%) 75% 25% 0%
Case studies 6 (22%) 67% 33% 0%
Videos 13 (48%) 69% 31% 0%
Articles on other websites 12 (44.5%) 59% 33% 8%
Personal events 10 (37%) 70% 20% 10%
Infographics 6 (22%) 100% 0% 0%
Online presentations 5 (18.5%) 80% 0% 20%
White papers 3 (11%) 67% 0% 33%
Mobile content 11 (41%) 55% 36% 9%
Researches and reports 7 (26%) 72% 14% 14%
2 It should be noticed that a considerable percentage of the surveyed Maltese companies are from sectors like market-
ing, advertisement and web solutions which suggests that they have a higher affinity and knowledge about the topic of
Content Marketing.
Webinars/webcasts 2 (7%) 100% 0% 0%
Press articles 11 (41%) 64% 27% 9%
Microsites 5 (18.5%) 80% 20% 0%
Books 2 (7%) 50% 50% 0%
E-magazines 7 (26%) 57% 29% 14%
Annual reports 2 (7%) 50% 50% 0%
Mobile applications 4 (15%) 100% 0% 0%
Traditional newspapers 14 (52%) 64% 29% 7%
E-books 2 (7%) 100% 0% 0%
Podcasts 1 (4%) 100% 0% 0%
Games 1 (4%) 100% 0% 0%
Others 0 (0%) 0% 0% 0%
* The percentages related to usefulness refer to the number of companies using the tool, not to the whole sample.
Facebook stands out as the most popular social medium amongst the surveyed companies
in Malta, since 26 respondents out of 27 claimed to use this platform; in addition, Facebook
is largely considered as a useful tool, 88.5% of the firms think so.
LinkedIn and Twitter follow at a considerable distance, since they are being used by 29%
and 22% of the companies respectively; both SME have a lower rate of usefulness (62.5% and
67%) when compared with Facebook.
Among other social media mentioned by the respondents, there is Google+, which is being
used by two companies and rated useful by both.
Number of companies
MEDIA % Useful* Not useful* Don’t know*
using the tool
Facebook 26 96% 88.5% 7.5% 4%
Youtube 4 15% 75% 25% 0%
Linkedin 8 29% 62.5% 37.5% 0%
Goldenline 1 4% 100% 0% 0%
Twitter 6 22% 67% 16.5% 16.5%
Pinterest 3 11% 100% 0% 0%
Vimeo 2 7% 100% 0% 0%
Slideshare 1 4% 100% 0% 0%
Others (Google+) 2 7% 100% 0% 0%
As can be seen from the following table, the lack of time, human resources and expertise
seem to be the major challenges in the use of CM tools. This outcome reflects what was
anticipated in the report’s introduction with reference to such topic.

Number of Don’t know
companies Tool Lack of Lack of Limited how to
TOOL Other*
using this unknown* time/HR* expertise* budget* measure
tool impact*
Blogs 21 19% 52% 48% 19% 29% 19%
Social media 1 0% 0% 0% 0% 100% 0%
Articles on
8 13% 63% 38% 13% 50% 13%
the website
Newsletters 15 20% 53% 47% 13% 40% 20%
Case studies 21 10% 52% 24% 10% 29% 19%
Videos 14 14% 57% 36% 7% 21% 29%
Articles other
15 13% 47% 40% 20% 40% 13%
websites
Personal events 17 18% 53% 35% 29% 35% 18%
Infographics 21 24% 52% 38% 24% 33% 10%
Online
22 9% 45% 27% 18% 27% 18%
presentations
White papers 24 17% 46% 29% 21% 33% 17%
Mobile content 16 13% 38% 50% 25% 31% 19%
Researches
20 10% 40% 30% 20% 30% 15%
and reports
Webinars/
25 16% 40% 44% 20% 32% 16%
webcasts
Press articles 16 19% 44% 38% 38% 38% 19%
Microsites 22 27% 45% 41% 23% 27% 14%
Books 25 20% 48% 32% 20% 28% 20%
E-magazines 20 10% 45% 30% 20% 30% 15%
Annual reports 25 20% 44% 32% 20% 28% 20%
Mobile
23 17% 35% 48% 22% 26% 22%
applications
Traditional
13 15% 38% 38% 23% 46% 23%
newspapers
E-books 25 16% 44% 32% 20% 32% 20%
Podcasts 26 15% 50% 31% 19% 31% 19%
Games 26 15% 38% 38% 19% 31% 23%
Others N/A 0% 0% 0% 0% 0% 0%
A total of 63% of respondents claimed to measure the effects of their CM activities. In refer-
ence to metrics used, the growth in sales is the one in which companies are mostly interested
(42%), followed by web traffic and social media sharing (both 31%).3 A total of 19% of the
companies demonstrated their willingness to measure even other aspects by using Google
Analytics and Mailchimp.
3 One company didn’t answer, so the percentages refer to a sample of 26 companies.
Brand awareness (56%) and increase of sales (59%) are the most important targets that
Maltese companies try to achieve through their marketing activities; customer engagement
also seems to be a relevant objective, since 37% of respondents chose it among the purposes.
Respondents also demonstrated their willingness to use CM for other reasons, including:
customer care, product promotion, branding, HR, diversification of the company’s strategies.
One respondent answered that the use of CM is part of the business core of the company,
another one that it helps in expressing the company’s voice.
The great majority of the sample (89%) stated that CM is likely to increase its importance
for their company in the future and, when asked if they are willing to learn more about CM,
81% of those addressed have replied positively.
What do companies want to learn?
Number of
ANSWER %
companies
How to write good content 2 8%
How to make posts and videos go viral 1 4%
Be generally trained in CM 7 29%
New techniques and strategies 2 8%
How to choose and use CM tools and technologies 10 42%
How to measure impact of CM 3 12.5%
Answers have been grouped as shown in the table above: Most of the companies are focused
on learning more about CM tools and IT aspects (42%), while 29% of respondents didn’t
identify a specific aspect on which training is needed, but they generally expressed their
interest in learning more about Content Marketing. One addressee stated that he was inter-
ested in learning both how the use of CM would affect ROI and how to choose the best tools
for advertisement.4
In conclusion, it can be said that respondents showed to be aware about what Content
Marketing basically is and its growing popularity, but not so much about how to make the
most out of it and how to gauge its effects. What can be seen as an important result of this
research is that 81% of those addressed, welcomed the possibility to be trained in this area,
and therefore, qualified themselves as potential audience for future workshops within the
CMEX project.
4 Three companies didn’t answer, so the percentages refer to a sample of 24 respondents.

Italy
In Italy, 19 companies were surveyed. Most of them are small and medium size companies
as the diagram shows below.
Companies according to number of employees
5,3%
5,3%
2-9 employees
10-49 employees
100-249 employees
≥ 250 employees
52,6%
36,8%
Three quarters of the surveyed Italian companies are profit enterprises
Companies according to sectors in absolute numbers
1
profit
non profit
1 public institution
other
14
A total of 42% of sampled companies handle marketing activities exclusively internally,

while 47% outsource part of these activities to external professionals. A total of 11% of the
companies completely outsource their marketing activities.
On an average basis, the companies included in the sample dedicate 33.2 hours per month
to Content Marketing (three companies didn’t answer the question regarding hours spent,
so the data refers to a sample of 16 companies).
Most of those interviewed (58%) answered that the person in charge for marketing also per-
forms other kinds of activities. Only 37% of the companies have a person employed solely
for managing marketing. One company didn’t answer this question.
When it comes to the CM tools used, the rated Italian companies have a similar pattern
as the companies in Poland, Austria and Malta: social media, articles on the own website,
and newsletters are the most important tools followed by videos and in person events.
Interestingly, in Italy online presentations, articles on other websites and case studies are
also popular means of CM.
Number of companies Don’t
TOOL % Useful* Not useful*
using this tool know*
blogs 9 47% 62% 13% 25%
social media 16 84% 93% 0% 7%
articles on the website 15 79% 86% 0% 14%
newsletters 14 74% 100% 0% 0%
case studies 7 37% 80% 0% 20%
videos 11 58% 100% 0% 0%
articles on other website 9 47% 100% 0% 0%
in person events 11 58% 90% 0% 10%
infographics 7 37% 100% 0% 0%
online presentations 10 53% 100% 0% 0%
white papers 1 5% 0% 0% 100%
mobile content 8 42% 75% 12% 13%
researches and reports 6 32% 100% 0% 0%
webinars/webcasts 5 26% 60% 40% 0%
press articles 8 42% 87% 13% 0%
microsites 5 26% 80% 0% 20%
books 3 16% 67% 0% 33%
e-magazines 6 32% 67% 16% 17%
annual reports 3 16% 0% 100% 0%
mobile applications 6 32% 67% 16% 17%
traditional newspapers 7 37% 71% 29% 0%
e-books 3 16% 33% 0% 67%
podcasts 2 11% 0% 50% 50%
games 4 21% 25% 25% 50%
others 2 11% 100% 0% 0%
* The percentages reporting usefulness are based on the number of companies using that tool, not on the entire sample.
Facebook stands out as the most popular social medium among the sampled companies
since 15 out of 19 respondents report to use this platform (79%). In addition, 93% of the
companies say they consider Facebook as a useful tool.
Other Social Media like Google+, Instagram, WhatsApp and Flickr are used by 68% of the
sampled companies; they say that they consider these social media completely effective
(the effectiveness rate attributed is 100% useful).
The next most popular are Twitter, LinkedIn and YouTube which are used by 63%, 53% and
47% of the companies respectively.

Use and Utility of Social Media
Number of companies
Social media % Useful* Not useful* Don’t know*
using this tool
Facebook 15 79% 93% 0% 7%
YouTube 9 47% 100% 0% 0%
Linkedin 10 53% 90% 0% 10%
Goldenline 2 11% 50% 0% 50%
Twitter 12 63% 67% 8% 25%
Pinterest 4 21% 75% 0% 25%
Vimeo 6 32% 83% 0% 17%
Slideshare 5 26% 74% 0% 26%
Others 13 68% 100% 0% 0%
* The percentages reporting usefulness are based on the number of companies using that tool, not on the entire sample.
The sampled companies use Content Marketing for different reasons. Customer acquisition
(89%) and brand awareness (79%) are the most important objectives that companies intend
to achieve through their Content Marketing activities. Raising credibility and customer loyalty
also seem to be relevant objectives, since 68% of respondents chose it among their most
important purposes.
Respondents also stated that they use CM for other reasons, including raising the company’s
reputation and the company’s online visibility.
Reasons for using CM
PURPOSE Number of companies %

Raising credibility 13 68%
Brand awareness 15 79%
Customer engagement 10 53%
Customer acquisition 17 89%
Customer loyalty 13 68%
Increasing website traffic 12 63%
Increasing sales 10 53%
Create/grow leadership 6 32%
Fund raising 4 21%
Volunteer recruitment 4 21%
Others 2 11%
All the interviewed companies measure the effects of their Content Marketing actions.
For the measurement of the ROI deriving from the adopted platform or tools, the most-used
metric is web traffic (79%), followed by the growth in sales (63%), the SEO ranking (53%) and
the quality of feedback (47%).
A total of 32% of the companies stated that they also measure other aspects by using Google
Analytics, Registration to the Website, RSS, Conversion Rate, Analytics, Page Views.
Metrics used to measure effects of CM
METRIC Number of companies %

Web Traffic 15 79%
Social Media Sharing 7 37%
SEO Ranking 10 53%
Time spent on website 4 21%
Growth in subscribers 7 37%
Growth in advocacy/funds obtained 1 5%
Growth in sales 7 63%
Quality of feedback 9 47%
Others* 6 32%
* Registration to the Website, RSS, Conversion Rate, Analytics, Page View.
The most challenging aspect of using Content Marketing among the sampled companies
are the difficulties with content curation (68%), i.e. in assuring a regular and original flow of
content over time and the lack of financial resources (63%).

Glossary of Terms
Ambient Marketing – synonym “Ambient Media” or “Ambient Advertising”. Describes adver-
tising measures, which can be used in outdoor advertising directly in the living environment
of target groups.
Blog – it is a discussion or informational site published on the World Wide Web and consist-
ing of discrete entries (“posts”) typically displayed in reverse chronological order (the most
recent post appears first).
Blog roll – simply spoken, a blogroll is a list in which other blogs are linked. They should be of
additional value for website visitors. To create a blogroll, for instance Wordpress can be used.
Brand awareness – this is the measurement of how well a brand is known by the consumer.
In a CM program, brand awareness can be measured counting how many visitors arrive at
the proprietary website by searching for the company and by such metrics as direct website
traffic and branded search.
Brand engagement – this refers to both emotional and logical attachment that a customer
feels for a brand. This includes their associations, perceptions and opinions. It can be mea-
sured through blog comments and social media interaction.
Case study – a format in which examples of effective business implementations of products

or services are being described. What makes it really valuable, is that it is always prepared
after agreement of the company being described as a case study example.
Click-through rate (CTR) – this is a way of measuring the success of an online advertising
campaign for a particular website or the effectiveness of an email campaign by the number
of users performing the desired action by “clicking through” on a specific link.
Content curation – this is the process of collecting, organizing and displaying relevant infor-
mation to share with a specific target audience.
Content Management System (CMS) – It’s a tool used to help make it easy to update and
add information to a website.
Content Marketing – It’s a marketing technique of creating and distributing relevant and
valuable content to attract, acquire, and engage a clearly defined and understood target
audience – with the objective of driving profitable customer action.
Conversion – when a consumer takes a desired action, such as buying a product or signing
up for a newsletter.
Conversion rate – the conversion rate is a KPI (key performance indicator) from the online
marketing which is measuring the ration between visitors of a website and conversions.
The conversion rate is indicated in percent. Conversions in this context does not necessarily
mean it has to be a purchase. The conversion rate can also reflect the ration between visits
and downloads or newsletter subscribers. Measuring the conversion rate is one of the most
important KPI in CRO (conversion rate optimization).
Cost Effectiveness – relationship between monetary inputs and the desired outcome, such as
between the expenditure on an advertising campaign and increase in sales revenue.
Appendix 153
Cost Per Thousand Ad Impressions (CPM) – it’s a way for measuring of how profitable an
advertising is or has the potential of becoming.
Customer engagement (CE) – is the engagement of customers with one another, with a com-
pany or a brand. The initiative for engagement can be either consumer – or company-led
and the medium of engagement can be on or offline.
Customer Retention – an assessment of the product or service quality provided by a busi-

ness that measures how loyal its customers are. Customer retention statistics are typically
expressed as a percentage of long term clients, and they are important to a business since
satisfied retained customers tend to spend more, cost less and make valuable references
to new potential customers.
Dynamic Content – it’s a content which changes over time or uses a dynamic language such
as PHP to help render the page.
e-Book – it’s a book-length publication in digital form, consisting of text, images, or both,
readable on computers or other electronic devices.
Gamification – the use of components and well-known games mechanisms in areas unrelated
to them directly in order to change people’s behavior and engage them. Gamification based
on positive stimuli coming from the cooperation, competition, take on challenges.
Google Analytics – it is an internet tool which allows tracking your page views, user paths,
and conversion statistics based upon interpreting log files or through including a JavaScript
tracking code on your site.
Inbound Link – it’s a link pointing to one website from another website.
Inbound Marketing – it’s the promotion of a company through blogs, podcasts, video, eBooks,
e-newsletters, whitepapers, SEO, social media marketing, and other forms of Content Marketing
which serve to bring customers in closer to the brand, where they want to be. Inbound mar-
keting refers to marketing activities that bring visitors in, rather than marketers having to go
out to get prospect’s attention; it earns the attention of customers, makes the company easy
to be found and draws customers to the website by producing interesting content.
Infographic – it’s a graphic visual representation of information, data or knowledge intended

to present complex information quickly and clearly. It can improve cognition by utilizing
graphics to enhance the human visual system’s ability to see patterns and trends.
Lead Generation – process of collecting names and contact information about qualified pros-
pects which will be contacted by the salespeople for generating orders. It usually involves
direct response advertising and telemarketing.
Link – a navigation element for easy movement between pages/documents.
Microsite – it’s a dedicated web sites for specific campaigns, promotions or social interac-
tions; provides a focus for content that doesn’t really fit on the corporate website or blog.
Newsletter – it’s a regularly distributed publication that is generally about one main topic
of interest to its subscribers.

Outbound marketing – marketing method which reaches consumers through general media
advertising as well as through in-person contact. A company initiates the conversation and
sends its message out to an audience.
Persona – model of the potential representative of our target group, which describes its
characteristics (age, origin, interests) and the needs.
Personal Branding – marketing strategy consists in building a personal brand. This involves
managing the image and activities aimed at achieving desired audience reaction.
Podcast – it is a medium (as in music or talk) made available in digital format for automatic
download over the Internet.
Retargeting – also Re-targeting or Re-marketing. Describes a tracking method which tags

visitors of a website (usually of a webshop) and then helps to address them later on other
websites with directed advertisement. The goal is to address a user who has shown already
interest for a website or product and again confront him with this website or product. This is
assumed to increase the relevance of ads and thus increase the click as well as the conver-
sion rate (e.g. orders).
Return in Investment (ROI) – a performance measure used to evaluate the efficiency of

an investment. To calculate ROI, the benefit of an investment is divided by the cost of the
investment. The result is expressed as a percentage.
Sales leads – identification data of person or company which is potentially interested in

purchasing a product or service. Leaving data is usually done by filling in the form.
Search Engine Marketing (SEM) – promotional activities in search engines, aimed at achiev-
ing the highest page rank in search results. As part of SEM, we can distinguish a number of
actions (such as SEO, optimization or paid campaigns) designed to increase visibility of the
website in the search engines.
Search engine optimization (SEO) – it’s the process of affecting the visibility of a website or
a web page in a search engine’s “natural” or un-paid (“organic”) search results. In general,
the earlier (or higher ranked on the search results page), and more frequently a site appears
in the search results list, the more visitors it will receive from the search engine’s users.
Storytelling – telling stories about brands and products in a way that allows to gain con-
sumer’s trust and loyality.
Targeting Strategy – the selection of potential customers to whom a business wishes to

sell products or services. The targeting strategy involves segmenting the market, choosing
which segments of the market are appropriate, and determining the products that will be
offered in each segment.
Thought Leadership – a person or company having the position of influential leader in some
field. They are trusted sources who move and inspire people with innovative ideas; turn ideas
into reality, and know and show how to replicate their success.
Track back – a trackback is a function that helps blogs to exchange information about back-
links such as reactions or comments by using an automatic notification service.
Unique Selling Proposition (USP) – promoting a product/service by highlighting its specific

characteristics. These features distinguish the product from others.
Appendix 155
User-generated content (UGC) – refers to any of a number of types and formats of online
content created and shared by users themselves rather than by an editor. The content can
be text, image or audio/visual, and transmitted through social media or published by other
means (such as comments to a blog post).
Viral marketing or Virality – this is a marketing phenomenon whereby users, through

word-of-mouth, quickly become propagators of content or of a promotional message.
Something that “goes viral” can expand the reach of a message to a huge number of people,
increasing exponentially.
Web browser – it is the tool used to view the world wide web by a user.
Webinar – it’s a live online educational presentation during which participating viewers can
submit questions and comments.
Website – it’s a set of related web pages served from a single web domain. It is hosted on
at least one web server, accessible via a network such as the Internet or a private local area
network through an Internet address known as a URL (Uniform Resource Locator).
White paper – a white paper is an authoritative report or guide helping readers understand
an issue, solve a problem, or make a decision.

Sources and Publications
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SapientNitro, report.
Ann Handley, David Meerman Scott (Foreword by), C.C. Chapman (2010), “Content Rules: How
to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers
and Ignite Your Business”, book.
Basu, Dev (June 29, 2011), “Inbound marketing: The customer finds you”. The Globe and Mail.
February 27, 2012.
Benner Michael (January 19, 2012), “Get Found: 7 Steps to Fire Up Your Inbound Marketing”.
Business2Community. February 27, 2012.
Brandon Leibowitz (2014), “5 Content Marketing Trends for 2014”, Business2Community, online
article.
Card Scott (2009), Information visualization. In A. Sears & J. A. Jacko (Eds.), Human-Computer
Interaction: Design Issues, Solutions, and Applications (pp. 510-543). Boca Raton, FL: CRC Press.
Cisco (2013), “Visual Networking Index: Forecast and Methodology – 2012–2017”, white paper.
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Content Marketing Institute (2014), “B2C Content Marketing 2014 Benchmarks, Budgets and
Trends – North America”, report.
Content Marketing Institute and Marketing Profs (2013), “Report for North American marketers:
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends”, report.
Curata (2014), “2014 Content Marketing Tactics Planner Creation, Curation & Syndication”,
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Digital Surgeons (2014), “2014 Marketing Outlook”, online presentation.
Doug Newsom and Jim Haynes (2004), Public Relations Writing: Form and Style. p. 236.
Econsultancy (2014), “Marketing Budgets 2014”, report.
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H. R. Woudhuysen. The Oxford Companion to the Book. Oxford: Oxford University Press, p. 164.
Heer, J., Bostock, M., & Ogievetskey, V. (2010), A tour through the visualization zoo.
Communications of the ACM, 53(6), pp. 59-67.
Jason DeMers (2013), “The Top 7 Content Marketing Trends That Will Dominate 2014”, Forbes,
online article.
Leary, Brent (January 27, 2012), “Jeanne Hopkins of HubSpot: All Leads Are Not Created Equal”.
Small Business Trends.
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with Your Audience.
Appendix 157
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Paul Marsden (2014), “The future of content marketing for consumer brands: round up of top
20 predictions”, Digital Intelligence Today, online article.
Prescott, Bill (February 5, 2012,. “Business Sense: Inbound marketing”. Times-Standard.

February 27, 2012.
Pressberger, Thomas (04.03.2013): “Ströck und Mann: Mehr Umsatz, solide Erträge”
Wirtschaftsblatt.at
Puneet Nagpal (2014), “Five Content Marketing trends for 2014 and beyond”, online article.
Rebecca Lieb (2011), “Content Marketing: Think Like a Publisher – How to Use Content to Market
Online and in Social Media”, Google eBook
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Vignesh Subramanyan (2013), “The Future of Content Marketing: 50 Experts Share Their 2014
Predictions”, Business2Community, online article.
Wyman, Carolyn (2001), “Jell-O: A Biography – The History and Mystery of America’s Most
Famous Dessert”, Mariner Books pp. 4–5.

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The Handbook fully satisfies the objectives of a manual: in the context
of the stated objectives, it is clear, exhaustive, full of examples and
provides basic methodological tools.
Sabina Addamiano
University of Roma Tre
professor of marketing
I would like to commend the team working in this project for this
handbook. It is not only informative, very well illustrated with
a pleasant design but also easy to read.
Joyce Grech
M. A. Communications
head of Malta Film Foundation
The publication aggregates knowledge on content marketing

in an interesting and methodological way and from that
point of view it is an interesting project on the market
dealing with that topic.
Krzysztof Szczepaniak
NF
content marketing manager
www.cmex.eu
ISBN: 978-83-63481-10-0

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This project has been funded with support from the European Commission under

II CONTENT MARKETING HANDBOOK

IV CONTENT MARKETING HANDBOOK

B2B Business To Business

B2C Business To Consumer

CRM Customer Relationship Management

CMEx Content Marketing Expert

CMS Content Management System

CPM Cost Per Thousand Ad Impressions

CRM Customer Relationship Management

NGOs Non-Governmental Organizations

ROI Return on Investment

RSS Really Simple Syndication

SEO Search Engine Optimization

SMEs Small and Medium-sized Enterprises

URL Uniform Resource Locator

› Why we decided to write this handbook

› About the purposes of this handbook

› How we created the publication

This handbook aims to present innovative Content Marketing methods and

1.2 The CMH Approach

2 CONTENT MARKETING HANDBOOK

› What is and what is not CM

› About history and evolution of CM including pioneering examples of its practice

› What is the difference between CM and traditional marketing

“Content marketing is a marketing technique of creating and

»» Content Marketing embodies an organization’s core brand elements. It uses a variety

6 CONTENT MARKETING HANDBOOK

2.2 Content Marketing IS NOT…

»» Content marketing IS NOT advertisements or direct marketing selling collateral.

Introduction to Content Marketing 7

2.3 Content Marketing vs. traditional marketing: what’s the difference?

“Traditional Marketing – Talks at People, Content Marketing – Talks with them”

Traditional Marketing is the process of analysis, planning, implementation and monitoring

In modern markets, characterized by a growing demand for personalized products and

Traditional channels vs digital channels

8 CONTENT MARKETING HANDBOOK

Monologue vs. Dialogue

Content marketing is interactive; thanks to Internet, it provides the opportunity to have

Generalized vs. Personalized

Static vs. Shareable

TRADITIONAL MARKETING CONTENT MARKETING

Introduction to Content Marketing 9

Sometimes, when we speak of Content

Content Marketing is a success coming from

The story of Content Marketing spans the past

As we can see, Content Marketing is anything

Though the types of content created by

10 CONTENT MARKETING HANDBOOK

Woodward’s Genesee Pure Food Company

Introduction to Content Marketing 11

Burns and McDonnell

Procter and Gamble

12 CONTENT MARKETING HANDBOOK

Introduction to Content Marketing 13

14 CONTENT MARKETING HANDBOOK

Introduction to Content Marketing 15

Content Marketing Institute

16 CONTENT MARKETING HANDBOOK