@4PsMarketing #4PsEDGE      @Luke_4Ps
HelloLuke KnightDigital Strategist @ 4Ps MarketingSpecialising in Food, Drink and Travel@Luke_4Ps
   Content Marketing in 2013   “Why you do what you do”   What content could YOU use?   Being strategic   Measuring R...
“Over 90% of respondents believe that contentmarketing will become more important over the                next 12 months”“...
Building Brand Loyalty
Increased engagement (52%)Increasing traffic to site (49%)Raising brand awareness (38%)Increased engagement (58%)Gene...
Content Marketing could play a significant      role in reaching objectives…
“People don‟t buy what youdo. They buy why you do it.”               Simon Sinek, www.StartWithWhy.com
 Modern marketing is not about telling people  why your product is the best. It‟s about adding  value to your existing or...
 If you understand your objectives you‟ll know  what to measure Measuring the following will help determine  content suc...
01-Jun-12    01-Jul-12   01-Aug-12   01-Sep-12   01-Oct-12   01-Nov-12   01-Dec-12             700+ blog visits           ...
 Over 1k entries 5,153 new „Likes‟ 6.4 million  impressions
   2013 is the year of content   Know what you want to achieve first   People buy why, not what   Do your research and...
Any Questions?@4PsMarketing #4PsEDGE      @Luke_4Ps
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight
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Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight

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Content should be a key focus in your marketing plan, whether this is in the form of blogs, articles, video or other imagery. Using this content and distributing it in the right place, at the right time, to the right audience is key in building that essential trust between brand and consumer and will, in time, grow your sales. Digital Strategist Luke Knight will be discussing how to build this consumer-brand relationship through a good content strategy.

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  • The three most commonly cited business objectives for B2C in-house marketers were:Increased engagement (52%)Increasing traffic to site (49%)Raising brand awareness (38%)For B2B in-house marketers, the three most commonly cited objectives were:Increased engagement (58%)Generating leads (44%)Increasing traffic to site (34%)
  • What’s the objective for the piece content? Who needs to see the content for it to be successful? How will you get these people to see it..? Don’t only look at your digital options, traditional activities are a great way to push content! Content must suit your target audience Which influencers will help drive content?
  • Using Content to Build Brand Loyalty & Consumer Trust – Luke Knight

    1. 1. @4PsMarketing #4PsEDGE @Luke_4Ps
    2. 2. HelloLuke KnightDigital Strategist @ 4Ps MarketingSpecialising in Food, Drink and Travel@Luke_4Ps
    3. 3.  Content Marketing in 2013 “Why you do what you do” What content could YOU use? Being strategic Measuring ROI Case Studies
    4. 4. “Over 90% of respondents believe that contentmarketing will become more important over the next 12 months”“Nearly three quarters (73%) of digital marketers agree that brands are becoming publishers” “Only a minority of companies (38%) have a defined content marketing strategy in place” “83% of responding companies use social postsand updates for marketing, more than any other type of content”
    5. 5. Building Brand Loyalty
    6. 6. Increased engagement (52%)Increasing traffic to site (49%)Raising brand awareness (38%)Increased engagement (58%)Generating leads (44%)Increasing traffic to site (34%)
    7. 7. Content Marketing could play a significant role in reaching objectives…
    8. 8. “People don‟t buy what youdo. They buy why you do it.” Simon Sinek, www.StartWithWhy.com
    9. 9.  Modern marketing is not about telling people why your product is the best. It‟s about adding value to your existing or potential customers Insightful, authoritative, interesting, emotive and honest content allows for a better relationship with you audiences
    10. 10.  If you understand your objectives you‟ll know what to measure Measuring the following will help determine content success:  Views, downloads, shares etc  Online conversations  Website traffic (To specific content)  Attributed conversations  Social media reach  Coverage (On + offline)
    11. 11. 01-Jun-12 01-Jul-12 01-Aug-12 01-Sep-12 01-Oct-12 01-Nov-12 01-Dec-12 700+ blog visits 6 direct conversions 67K reached on Twitter Highest peak in online conversations
    12. 12.  Over 1k entries 5,153 new „Likes‟ 6.4 million impressions
    13. 13.  2013 is the year of content Know what you want to achieve first People buy why, not what Do your research and have a plan Your content must add value “Great content isn’t really great until it is found, consumed and shared”
    14. 14. Any Questions?@4PsMarketing #4PsEDGE @Luke_4Ps

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