Introduction ........................................................................................................................................6
Chapter 1: your business .....................................................................................................................7
1. Core commitments ..................................................................................................................7
2. Digital maturity .......................................................................................................................7
3. Target group insights ...............................................................................................................8
3.1. Segmentation criteria .....................................................................................................8
3.2. Trends ............................................................................................................................8
3.3. Behavior ........................................................................................................................8
4. Competition ............................................................................................................................9
5. Positioning ............................................................................................................................ 10
6. Summary............................................................................................................................... 10
Chapter 2: inbound marketing, objectives and KPI’s .......................................................................... 11
1. Inbound marketing ................................................................................................................ 11
1.1. Content........................................................................................................................ 12
1.2. Context ........................................................................................................................ 12
1.3. Multichannel................................................................................................................ 12
2. Objectives ............................................................................................................................. 14
2.1. Reach ........................................................................................................................... 15
2.2. Relevance/Return ........................................................................................................ 15
2.3. Impact ......................................................................................................................... 15
2.4. Budget performance .................................................................................................... 16
3. Summary............................................................................................................................... 17
Chapter 3: optimizing for online search ............................................................................................. 18
1. Intro: how do people search? ................................................................................................ 18
2. Optimising for online search: the landscape .......................................................................... 18
3. Optimising for online search: general principles..................................................................... 18
3.1. E.E.A.T. ......................................................................................................................... 19
3.1.1. Experience ........................................................................................................... 19
3.1.2. Expertise.............................................................................................................. 19
3.1.3. Authoritativeness ................................................................................................ 19
3.1.4. Trustworthiness ................................................................................................... 19
3.2. Clarity, easily understandable content .......................................................................... 19
3.2.1. Easy technical access ........................................................................................... 19
3.2.2. Well-structured content: increases visibility ............................................................. 19
3.3. Qualitative, helpful content that matches the search intent ......................................... 20
3.3.1. Informational ....................................................................................................... 20
1
Digital Marketing Essentials
, 3.3.2. Navigational......................................................................................................... 20
3.3.3. Commercial ............................................................................................................. 20
3.3.4. Transactional ........................................................................................................... 20
4. Optimising for online search: the differences ......................................................................... 20
5. Optimising for online search: goals & metrics ........................................................................ 21
6. Optimising for online search: content formats & optimization ............................................... 21
7. Optimising for online search: overview .................................................................................. 21
8. Keyword research .................................................................................................................. 22
8.1. Intents ......................................................................................................................... 22
8.2. Keyword research in 4 steps ......................................................................................... 23
8.3. Keyword research = key................................................................................................ 24
9. Search engine marketing: SEO & SEA ..................................................................................... 24
9.1. SEO: Search Engine Optimisation.................................................................................. 25
9.1.1. On page: content ..................................................................................................... 25
9.1.2. Technology .............................................................................................................. 27
9.1.3. Off page: authority................................................................................................... 28
9.2. SEA: Search Engine Advertising .................................................................................... 28
9.3. SEO versus SEA ............................................................................................................. 29
Chapter 4: content marketing ........................................................................................................... 30
1. What is content marketing?................................................................................................... 30
2. Objectives of content marketing ............................................................................................ 30
3. Who produces content? ........................................................................................................ 30
4. A 5-step-approach in content strategy ................................................................................... 30
4.1. Message & big topics ................................................................................................... 31
4.1.1. Sweet Spot Content ................................................................................................. 31
4.1.2. HHH model .............................................................................................................. 31
4.1.3. Big topics, subtopics and content pieces .................................................................. 33
4.2. Editorial content plan ................................................................................................... 33
4.3. Create smart content ................................................................................................... 34
4.3.1. Storytelling .............................................................................................................. 35
4.3.2. User Generated Content .......................................................................................... 35
4.3.3. Consistent tone of voice and tone of view ................................................................ 35
4.3.4. Get inspiration from the news or trending topics ..................................................... 36
4.3.5. Blogs........................................................................................................................ 36
4.3.6. Curated content ....................................................................................................... 36
4.3.7. Get inspiration from technical formats ..................................................................... 36
2
Digital Marketing Essentials
, 4.3.8. Create Once, Publish Everywhere (COPE) ................................................................. 36
4.3.9. AI ............................................................................................................................. 37
4.4. Manage conversations ................................................................................................. 38
4.5. Measure success .......................................................................................................... 38
Chapter 5: social media landscape .................................................................................................... 39
1. Facebook ............................................................................................................................... 39
2. Youtube ................................................................................................................................. 40
3. Instagram .............................................................................................................................. 40
4. Tiktok .................................................................................................................................... 41
5. Linkedin................................................................................................................................. 42
6. Twitter / X ............................................................................................................................. 42
7. Threads ................................................................................................................................. 43
8. Snapchat ............................................................................................................................... 43
9. Twitch ................................................................................................................................... 43
10. What is the best channel for your business ....................................................................... 43
Chapter 6: social media general guidelines ........................................................................................ 45
1. Purpose of social networks .................................................................................................... 45
2. What do you see on social media?......................................................................................... 45
2.1. Organic content (overload) .......................................................................................... 45
2.1.1. The audience’s interests .......................................................................................... 46
2.1.2. Engaging content ................................................................................................. 46
2.1.3. Original, authentic content ...................................................................................... 47
2.1.4. Recency ............................................................................................................... 48
2.2. Paid content................................................................................................................. 48
2.2.1. Why paid content? ................................................................................................... 48
2.2.2. How does the ad machine work (auction)? .......................................................... 48
2.2.3. Campaign structure.................................................................................................. 50
3. Influencer marketing is booming ........................................................................................... 50
4. Don’t do’s.............................................................................................................................. 50
Chapter 7: Meta ................................................................................................................................ 51
1. Professional accounts ............................................................................................................ 51
2. Organic reach ........................................................................................................................ 52
2.1. Connected reach .......................................................................................................... 52
2.1.1. Feed .................................................................................................................... 52
2.1.2. Stories ..................................................................................................................... 52
2.1.3. Groups (FB) .............................................................................................................. 53
3
Digital Marketing Essentials
, 2.2. Unconnected reach: ..................................................................................................... 53
2.2.1. Reels.................................................................................................................... 53
2.2.2. Recommended content in Feed ........................................................................... 53
2.2.3. Explore Page (IG) ................................................................................................. 53
3. Inbound marketing ................................................................................................................ 54
Chapter 8: Youtube ........................................................................................................................... 55
1. The potential of YouTube ....................................................................................................... 55
2. The YT algorithm : organic reach ............................................................................................ 55
2.1. The goal of the YT algorithm ........................................................................................ 55
2.2. How does the YT algorithm works ................................................................................ 55
2.2.1. Personalised recommendations ........................................................................... 55
2.2.2. Performance ........................................................................................................ 56
2.2.3. External factors .................................................................................................... 56
2.3. Improve organic reach on YT ........................................................................................ 57
2.4. Top performing content piece for YT ............................................................................ 57
3. 3. Advertising on YT : paid reach ............................................................................................ 58
3.1. Advantages of advertising ............................................................................................ 58
3.2. Advertising formats ...................................................................................................... 58
3.3. How to create ads on Youtube : ABCD guide ................................................................. 59
4. YT and the inbound marketing funnel .................................................................................... 59
5. YT shorts ............................................................................................................................... 60
Chapter 9: online advertising ............................................................................................................ 61
1. Display advertising ................................................................................................................ 61
1.1. What is it?.................................................................................................................... 61
1.2. Types of online ads....................................................................................................... 61
1.3. Google ads ................................................................................................................... 62
1.4. Display targeting strategies .......................................................................................... 63
1.5. DCO: Dynamic Creative Optimization ........................................................................... 64
1.6. Cookieless world .......................................................................................................... 64
1.6.1. Solutions.................................................................................................................. 64
1.6.2. Possibilities .......................................................................................................... 65
1.6.3. Mobile apps......................................................................................................... 65
1.6.4. Referral programs ................................................................................................ 65
1.7. Buying ads ................................................................................................................... 66
1.8. Tracking performance: UTM code ................................................................................. 67
1.9. Inbound marketing funnel ............................................................................................ 68
4
Digital Marketing Essentials
Chapter 1: your business .....................................................................................................................7
1. Core commitments ..................................................................................................................7
2. Digital maturity .......................................................................................................................7
3. Target group insights ...............................................................................................................8
3.1. Segmentation criteria .....................................................................................................8
3.2. Trends ............................................................................................................................8
3.3. Behavior ........................................................................................................................8
4. Competition ............................................................................................................................9
5. Positioning ............................................................................................................................ 10
6. Summary............................................................................................................................... 10
Chapter 2: inbound marketing, objectives and KPI’s .......................................................................... 11
1. Inbound marketing ................................................................................................................ 11
1.1. Content........................................................................................................................ 12
1.2. Context ........................................................................................................................ 12
1.3. Multichannel................................................................................................................ 12
2. Objectives ............................................................................................................................. 14
2.1. Reach ........................................................................................................................... 15
2.2. Relevance/Return ........................................................................................................ 15
2.3. Impact ......................................................................................................................... 15
2.4. Budget performance .................................................................................................... 16
3. Summary............................................................................................................................... 17
Chapter 3: optimizing for online search ............................................................................................. 18
1. Intro: how do people search? ................................................................................................ 18
2. Optimising for online search: the landscape .......................................................................... 18
3. Optimising for online search: general principles..................................................................... 18
3.1. E.E.A.T. ......................................................................................................................... 19
3.1.1. Experience ........................................................................................................... 19
3.1.2. Expertise.............................................................................................................. 19
3.1.3. Authoritativeness ................................................................................................ 19
3.1.4. Trustworthiness ................................................................................................... 19
3.2. Clarity, easily understandable content .......................................................................... 19
3.2.1. Easy technical access ........................................................................................... 19
3.2.2. Well-structured content: increases visibility ............................................................. 19
3.3. Qualitative, helpful content that matches the search intent ......................................... 20
3.3.1. Informational ....................................................................................................... 20
1
Digital Marketing Essentials
, 3.3.2. Navigational......................................................................................................... 20
3.3.3. Commercial ............................................................................................................. 20
3.3.4. Transactional ........................................................................................................... 20
4. Optimising for online search: the differences ......................................................................... 20
5. Optimising for online search: goals & metrics ........................................................................ 21
6. Optimising for online search: content formats & optimization ............................................... 21
7. Optimising for online search: overview .................................................................................. 21
8. Keyword research .................................................................................................................. 22
8.1. Intents ......................................................................................................................... 22
8.2. Keyword research in 4 steps ......................................................................................... 23
8.3. Keyword research = key................................................................................................ 24
9. Search engine marketing: SEO & SEA ..................................................................................... 24
9.1. SEO: Search Engine Optimisation.................................................................................. 25
9.1.1. On page: content ..................................................................................................... 25
9.1.2. Technology .............................................................................................................. 27
9.1.3. Off page: authority................................................................................................... 28
9.2. SEA: Search Engine Advertising .................................................................................... 28
9.3. SEO versus SEA ............................................................................................................. 29
Chapter 4: content marketing ........................................................................................................... 30
1. What is content marketing?................................................................................................... 30
2. Objectives of content marketing ............................................................................................ 30
3. Who produces content? ........................................................................................................ 30
4. A 5-step-approach in content strategy ................................................................................... 30
4.1. Message & big topics ................................................................................................... 31
4.1.1. Sweet Spot Content ................................................................................................. 31
4.1.2. HHH model .............................................................................................................. 31
4.1.3. Big topics, subtopics and content pieces .................................................................. 33
4.2. Editorial content plan ................................................................................................... 33
4.3. Create smart content ................................................................................................... 34
4.3.1. Storytelling .............................................................................................................. 35
4.3.2. User Generated Content .......................................................................................... 35
4.3.3. Consistent tone of voice and tone of view ................................................................ 35
4.3.4. Get inspiration from the news or trending topics ..................................................... 36
4.3.5. Blogs........................................................................................................................ 36
4.3.6. Curated content ....................................................................................................... 36
4.3.7. Get inspiration from technical formats ..................................................................... 36
2
Digital Marketing Essentials
, 4.3.8. Create Once, Publish Everywhere (COPE) ................................................................. 36
4.3.9. AI ............................................................................................................................. 37
4.4. Manage conversations ................................................................................................. 38
4.5. Measure success .......................................................................................................... 38
Chapter 5: social media landscape .................................................................................................... 39
1. Facebook ............................................................................................................................... 39
2. Youtube ................................................................................................................................. 40
3. Instagram .............................................................................................................................. 40
4. Tiktok .................................................................................................................................... 41
5. Linkedin................................................................................................................................. 42
6. Twitter / X ............................................................................................................................. 42
7. Threads ................................................................................................................................. 43
8. Snapchat ............................................................................................................................... 43
9. Twitch ................................................................................................................................... 43
10. What is the best channel for your business ....................................................................... 43
Chapter 6: social media general guidelines ........................................................................................ 45
1. Purpose of social networks .................................................................................................... 45
2. What do you see on social media?......................................................................................... 45
2.1. Organic content (overload) .......................................................................................... 45
2.1.1. The audience’s interests .......................................................................................... 46
2.1.2. Engaging content ................................................................................................. 46
2.1.3. Original, authentic content ...................................................................................... 47
2.1.4. Recency ............................................................................................................... 48
2.2. Paid content................................................................................................................. 48
2.2.1. Why paid content? ................................................................................................... 48
2.2.2. How does the ad machine work (auction)? .......................................................... 48
2.2.3. Campaign structure.................................................................................................. 50
3. Influencer marketing is booming ........................................................................................... 50
4. Don’t do’s.............................................................................................................................. 50
Chapter 7: Meta ................................................................................................................................ 51
1. Professional accounts ............................................................................................................ 51
2. Organic reach ........................................................................................................................ 52
2.1. Connected reach .......................................................................................................... 52
2.1.1. Feed .................................................................................................................... 52
2.1.2. Stories ..................................................................................................................... 52
2.1.3. Groups (FB) .............................................................................................................. 53
3
Digital Marketing Essentials
, 2.2. Unconnected reach: ..................................................................................................... 53
2.2.1. Reels.................................................................................................................... 53
2.2.2. Recommended content in Feed ........................................................................... 53
2.2.3. Explore Page (IG) ................................................................................................. 53
3. Inbound marketing ................................................................................................................ 54
Chapter 8: Youtube ........................................................................................................................... 55
1. The potential of YouTube ....................................................................................................... 55
2. The YT algorithm : organic reach ............................................................................................ 55
2.1. The goal of the YT algorithm ........................................................................................ 55
2.2. How does the YT algorithm works ................................................................................ 55
2.2.1. Personalised recommendations ........................................................................... 55
2.2.2. Performance ........................................................................................................ 56
2.2.3. External factors .................................................................................................... 56
2.3. Improve organic reach on YT ........................................................................................ 57
2.4. Top performing content piece for YT ............................................................................ 57
3. 3. Advertising on YT : paid reach ............................................................................................ 58
3.1. Advantages of advertising ............................................................................................ 58
3.2. Advertising formats ...................................................................................................... 58
3.3. How to create ads on Youtube : ABCD guide ................................................................. 59
4. YT and the inbound marketing funnel .................................................................................... 59
5. YT shorts ............................................................................................................................... 60
Chapter 9: online advertising ............................................................................................................ 61
1. Display advertising ................................................................................................................ 61
1.1. What is it?.................................................................................................................... 61
1.2. Types of online ads....................................................................................................... 61
1.3. Google ads ................................................................................................................... 62
1.4. Display targeting strategies .......................................................................................... 63
1.5. DCO: Dynamic Creative Optimization ........................................................................... 64
1.6. Cookieless world .......................................................................................................... 64
1.6.1. Solutions.................................................................................................................. 64
1.6.2. Possibilities .......................................................................................................... 65
1.6.3. Mobile apps......................................................................................................... 65
1.6.4. Referral programs ................................................................................................ 65
1.7. Buying ads ................................................................................................................... 66
1.8. Tracking performance: UTM code ................................................................................. 67
1.9. Inbound marketing funnel ............................................................................................ 68
4
Digital Marketing Essentials
