CONTENT MARKETING AIESEC in Spain! March 2016!
10 ideas of what you would do with Ping Pong balls! 1 minute!
While during this flight Change BUT for AND!
We are building a new strategy all together!
Think on the future, not on the past!
In the end of the webinar I will understand… • What is Content Marketing! • How to build on 6por4 and 8venture concepts! • My contribution as content creator!
OUR COMMON GOALS
302
oGCDP XPs
100
oGE XPs
ONLINE CHANNELS Social Media & Ads
Digital PR
Emails for LN
Youth Speak
Blogging
aiesec.org.es
B2C page
OP
OFFLINE CHANNELS Media
Youth Speak Forum
Youth Alliances
University RelaHons
NaHonal Event
CONTENT MARKETING Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer-action
PURPOSE High-quality, purposeful content can be used to showcase an organization’s expertise, leaving readers asking “Who wrote this?”. Therefore, content marketing is a very effective way to make customers, who did not know about AIESEC before, aware of our service!
MAIN ACTIVITIES 1. 2. 3. 4.
Posting written and visual content on blogs and social media! Publishing case studies, reports and infografics! Publishing videos and testimonials! Writing newsletters!
Different kinds of content
GIFs!
Blog Articles!
Stories!
Infographics! Pictures!
Newsletters!
Videos! Opportunities!
KPIs! ! # of clicks! # content reach! # of engagement! # of sign-ups! # people applying!
Topics for content creation Global Citizen!
Topics for content creation Global Entrepreneur!
5 steps to implement content marke:ng
1. Come up with ideas your target customers might be interested in and define topic categories. Research about these topics and transform your ideas into valuable content by wriHng short arHcles, creaHng info graphics, reports, etc. 2. Collect tes:monials from your returnees and current EPs and transform them into videos and pictures with quotes. 3. Create an editorial calendar to schedule which kind of content will be published on your channels. 4. Distribute the content on your channels (e.g. blog and social media pages). Make your content shareable and try to engage your audience (e.g. by asking quesHons). 5. Look at the web analy:cs to track the performance of your posts. Make small changes to your content strategy to see if you can increase the engagement and reach of your content.
MC ac:vi:es 1. 2. 3. 4. 5. 6. 7. 8.
Set up a naHonal blog and naHonal social media pages Create naHonal content (e.g. about naHonal events) Collect tesHmonials from naHonal EPs and partners Collect the content from every LC by providing a system where LCs can submit their content Manage the distribuHon of content on your naHonal channels Track the performance of your content strategy and adapt it accordingly Provide educaHon and guidelines on how to create B2C markeHng content for LCs Promote directly opportuniHes
LC ac:vi:es
1. Find out what kind of content is relevant to the local customers (e.g. by conducHng customer interviews and asking what they are interested in) 2. Create content according to your customers’ interests 3. Collect tesHmonials of your local customers 4. Submit all of the content to the naHonal content collecHon system
https://podio.com/aieseces/b2cb2b-aiesec-in-spain!
Now I am clear on… • What is Content Marketing! • How to build on 6por4 and 8venture concepts! • My contribution as content creator!