Dag 5. We zitten in een ‘content shock’: er is nu al meer content dan mensen ooit kunnen consumeren (FrankWatching). Tenminste, dat zegt Lee Odden van TopRank Online Marketing. Lee is spreker, auteur en expert op het gebied van contentmarketing. Dus hij zal het wel weten. Onderaan vind je 7 tips van hem! Zomaar. Gratis. Maar eerst content management in de praktijk.
Met klant A. Zwaar strategische insteek. Eenheid creëren in namen voor producten en diensten, noemers, vlaggen, sublines. Hoe maak je er een helder verhaal van waar Sales mee op pad kan, maar ook het TM-bureau (telemarketing)? Sluit de site aan? Is de productendienstencatalogus in sync? Het goede nieuws: Afgelopen maand 3 nieuwe klanten erbij, allemaal via de website! Maar hoe verder?
Next step: uitwerken in het Tij contentplan. Juiste zoekwoorden selecteren (wat doet de concurrentie?), basis neerleggen voor landing pages, meer variatie in calls to action (CTA’s). Belangrijk en zorgvuldig werk. Conceptdenken speelt natuurlijk een rol. Welk beeld versterkt de gedachte? Fraai beeld, want er komt ook print! Zowaar. Corporate brochure, Portfoliomap, losse flyers, white papers, het complete verhaal. Modulair, zodat offertes er snel uit kunnen en informatie (content) over de hele linie consistent is.
Alles op een groot vel gekalkt, voor het overzicht en de logica. Komen nog steeds nieuwe gedachten bij. Bijvoorbeeld een interne campagne. Rolt er zo uit. Bewijs(je) dat we op de goede weg zitten. Alles houdt met alles verband. Het ware content management. We eindigen met een prio top10 lijst voor volgende week. Leuke en leerzame dag!
Als weekendbonus de 7 gratis tips van Lee Odden van TopRank Online Marketing
Even de zaak op scherp stellen: “Veel bedrijven creëren gewoon maar zo veel mogelijk content, voor SEO-doeleinden, zodat ze beter gevonden worden door zoekmachines. Ze maken geen waardevolle content voor de juiste mensen, om hun klanten een betere ervaring te geven”. Dat doe je zo:
De grap van de 7 tips van Lee is dat hij – en FrankWatching – hiermee laat zien, dat goede content creëren inderdaad niet meevalt. Hoewel de reacties op haar artikel laaiend (positief) zijn.
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