Jens Løland fra Norrøna

So I think we'll just let Jens come on stage, and his project is called Live Your Brand. So clap for Jens. Thank you. Is the sound on? Yes. Good. Thank you so much for having me today and tell you a little bit about what we do in Nordøna. I was going to start with a film that I think shows very well what Nordøna is, and why we are here, and what we stand for, and what we want. It has never been shown outside the Nordøna house so far, so it will be exciting to see what you think of it. So I'm going to talk a little bit about why we do content management, how we work with content and find content, and how we get content easily. And finally, I'm going to end with some tips on how we work with content. So let's go. Why have we always needed to climb higher? Why do we reach for the sky? What do we seek? Is it something in our roots? Is it the adventure, those narrow trails, the speed, the flow? Is it the freedom? Is it the challenge, mastering something we never thought we could do? Is it testing our limits? The hunt for a great experience? The heights, the view? The chance to look deep into ourselves? Is it the thick forests, the vast distances, the endless wilderness? Is it record setting, being the first, the fastest, the best? Or is it pure curiosity? What are we looking for? Companionship? Old friends? New friends? Or is it the serenity, the silence, the solitude, the wonder? The passion? What exactly are we looking for? Why do we always want to go a little further? Since 1929, we've been making outdoor products with the highest possible quality. We still do. Our mission is to make everyone able to get out there, to that special place, that eternal playground. Welcome to nature. I have to admit that we're quite lucky with our thoughts on the content marketing and what we do, and we have a lot of good ambassadors that we collaborate with, and have the opportunity to make a lot of exciting content. Jørgen Jørgensen is the owner and leader of the Kjær Generation in Northenland. Jørgen Jørgensen is the owner and leader of the Kjær Generation in Northenland. Northenland was started in 1929 and has been a family business since then. Jørgen says that both my grandfather, my grandfather and my father thought that Northenland should make products with the best design, groundbreaking functionality and the highest quality. We believe that the product development should be driven by the most courageous of us, those who dare to think new and those who travel on extreme adventures. And we still believe that. So the three main pillars in Northenland are quality, functionality and design. This is quite well reflected in our relatively newly launched children's collection, or junior collection, which is from 8 to 13 years old, where we chose to scale down the sizes of the adult clothes without compromising quality, functionality or design. So that the children can have the best products when they go out on their big and small adventures. We have long worked with environmental friendliness in Northenland. We have not communicated this very well with our customers or customers yet, but we are working on making more progress. We do not do this primarily for the customers, that is not why we are environmental friendly. That is because we want to stand up for ourselves and we live by nature, and those who have a relationship with Northenland also live by nature. But it is a content that we care a lot about and that we see that our customers care a lot about. Among other things, I have this one today, which will be released next year, and is a jeans collection in organic cotton, of course. So why do we do content marketing? The main reason for that is that we want to be an inspiration source. We want to be an inspiration source for people to come out in nature, so that they experience them in their own way. We want to build relationships with our customers. What we see is that a relationship with Northenland rarely starts with just buying a product. It often starts with hearing about Northenland via friends or acquaintances, or reading articles that we have published. Maybe we use one of our travel guides on how to best experience the Lofoten, and through that you get a relationship with Northenland and what we are, and many end up buying products from us. For us it is very important that our customers can identify with Northenland, and that is why we do everything we can to be an inspiration source, have good relationships with them, have a environmentally friendly focus, and always deliver quality, function and design. As Simon Sinek says, People don't buy what you do, they buy why you do it. For us, if we are to find out why Northenland, why we do what we do, then it is the decision making, the most important and best way for us to get it out. We need to give people an understanding in a different way than just showing some ads. So how do we work with that? We who work in Northenland have a very big content focus in most of what we do. We are very concerned with documenting, both through pictures and video, different processes that take place in the company. It is not just finished products that are to be taken pictures and so on, but also through the video, we document the prototype, and the discussion meetings about how a collection should be, how the ambassadors are drawn into the process early on, to get their expert knowledge on how products should be developed, and how they test the products before we send them to production, and so on. The way we develop products, or we work with concepts that are adapted to specific activities, which are also specific target groups. We start with an idea of a concept or target group that we want to have a collection of. Then we develop the collection to that target group, with a focus all the time on the target group. And by documenting that process very well, which from the idea to the finished product in the store takes about three years, we have a lot of good content, and we are going out to tell about our products, and why they have been made. For us it works very well to have our own content department. So we have all services, including pictures and that kind of thing, to do internally. We use some professional photographers, who are also among our ambassadors. But for us it is very important, or some of the advantages of that, is that those who work with content have a very high awareness of products. They have a greater insight than what we would like to get from an advertising agency, where they can see what is coming in the future. And they provide a red thread through all our content, with those who are responsible for everything. So how we spread the content, is the eminent, own, deserved and paid channels. Not much new there. But on our own channels we have our own web site. Some of what we focus more on nowadays, is to also search and optimize content, which does not have to do directly with the online store. But as are magazines, articles, guides and videos and everything. We send out news every week. And we work on adjusting the content to the different target groups we have, and with regard to language and so on. But it is a good value. Served media is of course social media. And then we have our ambassadors. Some examples of our ambassadors are Børge Austland, Robert Kaspersen, who is a high mountain climber, and Andreas Yggrivig, who is a snowboarder, and Magnus Mittbø, who is one of the best climbers in the world. Since they are so early in the process of developing a concept, and are involved in adjusting the collection to the target group they represent, they get a very big ownership of the products we are going to bring. And they have then gladly tested it for a year before we launch it. So they are very eager to get pictures and videos from the testing of the products. As quickly as possible. And it is not something we need to trigger, it is something that comes from the fact that they have gained ownership of it through this process. With regard to the press, we wish that the press will experience our products in their rightful place, in front of sending too many press reports. So we can then invite foreign journalists to a two-day event in Norway, where they can participate in a ski trip in the Nordic countries, where we will launch a cycling collection, for example. On paid announcements, we use YouTube to spread videos, we use Facebook audience targeting, both to spread our magazine articles, to see which magazine articles get the most interest, and so on, and with regard to image usage and so on. And we see that the click prices of sharing content are a bit higher than having more product focus. But we see that people spend a lot of time on our side and engage well with our content. We use PR offices abroad. We have a large number of our turnover in Norway, but a fairly strong growing growth in the foreign market. And then we use PR offices to apply to the local markets. And then we have the theme articles that we can pay for in some cases in our magazine. As for content, we wanted to do something spectacular with this photo shoot. Magnus Mittbø, who is an incredibly good climber, we took him out of his mountain element and chose a well-known country brand, like Holmenkollen, and let him just play with several photographers on the trail. And I think it turned out to be fantastic pictures, and it was picked up by both VGTV, who republished a video we had made around it. NRK has shown it, the foreign media has shown it, and so on. Instagram. A few years ago, we took ownership of a hashtag, Welcome to Nature, which is also our vision, and have triggered people to upload pictures with this hashtag through a monthly competition where you can win a product. We believe that our users are the best at telling stories about how to use our products with the highest possible credibility. And what we see is that it may not be that winning a product is what our users put the most value on, but that is when we choose their pictures and republish them with our accounts. So, just a few examples from our website, on how we work with connecting content and products. One example is with our ambassador Robert Kaspersen, who tells how he uses our products. If we had instructed him how to write the article, it would have been very different. We see that he writes it in a different way than we have thought it would be, but it is very credible. We also have information about ecological cotton, why we should choose it, and of course, we present products that are ecological. If you see some pictures and show them to some colleagues, and they smile at them, then it is possible that you have good content that should be shared, and can get a life on social media and so on. So, just a few short tips from how we work. We are very focussed on target groups, so focus on having a clear target group, so that you can reach them in the best possible way, with the right content and time. And then we always think, or as often, on why we should publish what we have written here, or what value this gives to our users. We do this to be entertained, we want them to learn something, we want them to be inspired. What is the meaning of the content we publish? And it is extremely important to document, have enough pictures and videos, look at different places, different departments, have a coffee with someone who has worked for a long time in the company, then you often get some good stories. At our company, I can go to the customer service department one day, and ask what people are asking about, and what the customers care about. Yes, they should make their skis clear for the winter, and many are wondering what is going on. Okay, then we have a great focus for the next news letter that will be published. Test content, it is nothing new with that, everyone knows that you should test it, but it is not always as easy to get through. We try as best we can to get it done, and put a lot of focus on it, but I would like to do it even more. Optimise Google Image Search. In the Image Search, there is less competition than in the Organic Search for Google. As far as I know, there is no announcement there, and with less competition, it is easier to get up, and there are quite a few who start a search for a product by looking at pictures. And as we think it is relevant, is that when you have published some good content, it is a bit like the bloggers are very good at that, and connect content with products, and we do that as well as we can, by presenting products that are relevant in relation to what a user has spent time reading. Then I took a little slide on what services we use, because I am sometimes wondering what kind of things are those who are in charge of what they use. So this is not a phase about what you should use, apart from perhaps EP servers. But this is some of the values we use when it comes to content, and at Google Trends we use it in a way where we wonder if we should use the word backpacks, or backpacks, what people are looking for. What words should we use abroad? Then it is very easy and well prepared. Google Search Console, or earlier Webmaster Tools, where you can get a little update on both the speed on the site, and how Google's search engine looks on your site, and so on. I mentioned Google AdWords, I have written, but I think a little about Keyword Planner, where you can get good tips on what kind of search words are relevant around your brand, and what you should optimize for in relation to SEO. Optimized for work testing. Screaming Frog, which is a good SEO audit on your website, how it is with search engine optimization. We use STL for foreign, or transitions, to our foreign websites. The text has to be processed in the future, thanks to Google and so on. But we are also partners with Making Waves, and some of what we see that we are not good enough at, or that everything has to be with us, is to test everything in responsibly. Even though we have a responsive site, and think about it, we see relatively often that a picture fails on mobile, by not showing what we want to show, in relation to what it shows on desktop. So that was from me, I hope you have got... Now I know something a little better.