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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

PM, poslovni mediji – Academy for Content Marketing: Content Marketing for Beginners and Advanced Practitioners

Content gains its true value only through its comprehensiveness and coherence

12/02/2019
in Opinion
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Primož Inkret

Content marketing is appropriate for everyone. All companies and agencies already have portions of different content activities, tools, or media. But content gains its true value only through its comprehensiveness and coherence.

ACTIVITIES TO BEGIN WITH

Selection and focus on development of own media

According to industry, sources and, above all, the way in which your audiences consume content, choose one medium (daily, magazine, portal, apps …) and in the first stage direct all efforts in terms of preparation of relevant and useful content to the building of audience on that medium.

Establish an editorial calendar

The preparation of a comprehensive annual content plan, divided by topics, keeping in mind the different goals you set up, and content targeted at different target groups, as well as distribution across different media. This is the foundation for starting a successful content strategy.

Research and development of target groups and their key moments of life

Good and accurate knowledge of the audience you wish to communicate with is a starting point for good content. In the beginning, simple conversations with your real or potential clients are enough.

Prepare content with accent on exclusivity

Try answering the question as to what makes your content different, where it shouldn’t talk just about your brand, but build stories that have relevance and value for your customers.

Development of internal organization and creating jobs and tasks

When changing the way of thinking and redefining the focus or priorities of communication, the next step is to build the appropriate competences in marketing and communication departments that need a different job description, as well as different structure.

ADVANCED ACTIVITIES

Preparation of content based on data analysis

Listening to the environment and analysing content on social media, understanding trends and search terms, as well as accurate analysis of content that appears in public media, is a starting point for content preparation and optimization, so that it could resonate with the target groups you have chosen and, consequently, be more effective. In addition to analysts who seek and process data in different ways in digital and social media, a good and experienced editor will be an important and useful member of the team

Development of media-neutral content

According to my experience, this is one of the most difficult tasks that requires a team composed of people with different competencies, and leadership from a content strategist. A structured approach and a process that determines the real needs and values of the target groups in the first phase are necessary, and on this foundation the first content questions are shaped and answered.

Advanced content distribution across all responsible owned and other media

Content requires distribution and we can even say promotion. In the future, most of the classic advertising formats will promote longer content, especially in owned media. Such a promotion is best illustrated by “trailers” (I just don’t understand why these are not called video ads?) for movies or longer content formats.

Transfer of results of business analytics of content activities to the fields of procurement, sales, research and development

With the data that you reach first and foremost on the basis of utility, or useful content types, you can get relevant sales and development data. For example, why women are particularly fond of certain product colours? If there is great interest in a certain product functionality, you can use that data to manage inventory and align price policy.

Measurement on the company level using jointly defined KPIs

A company is only one entity, and customers see only one image, even though they may have multiple contacts with different company departments. Good overall content marketing management also dictates the defining of common goals between departments because this is the only way for departments to link their tasks and monitor the efficiency and overall experiences from the standpoint of the consumer.

Content library

More and more companies have in their archives multiple “pieces” of content, making it even more important to structure, streamline, and manage all the existing content in a variety of formats. You need to make a complete list or library of contents, manage it and keep it up to date.

Tags: Content MarketingPMPoslovni mediji
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