Content marketing 2016

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CONTENT MARKETING AIESEC in Spain! April 2016!


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!


The Team

Mary!

Tam!

Marino!

Simo!

-  Writing on cultures and countries and experiences!

-  LC management! -  Creation of visual and dynamic materials! -  Campaign Ads! -  LC education! -  Writing! -  Connection to YSF!

Cris!

-  Writing for GE! -  Digital PR partners for GE!

-  Writing! -  Digital PR partners! -  Media partners!


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