Content Marketing

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Speaker: Michelle King, Principal of Reputation Capital

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Content Marketing

  1. 1. CONTENTMARKETINGNovember  17,  2011  
  2. 2. The  development  of  content  that   informs  and  educates  your   prospects  –  without  any  obvious  marke2ng  message  or  mo2ve  –  in  order  to  win  their  a>en?on,  trust,   respect,  and  ul?mately,  their   business.  
  3. 3. Audiences  everywhere  are  tough.  They  don’t  have  ?me  to  be  bored  or  brow  beaten  by  orthodox,  old-­‐fashioned  adver?sing.    We  need  to  stop  interrup+ng  what  people  are  interested  in  and  be  what  people  are  interested  in.     Craig  Davis,  Chief  Crea2ve  Officer,  Worldwide   J.  Walter  Thompson  (world’s  4th-­‐largest  ad  agency)  
  4. 4. The  fundamentals  — The  Internet  has  changed  the  way  people  find,  discover,  share,  shop  and   connect  — Buyers  are  inundated  with  more  than  2,000  marke+ng  interrup+ons  per   day  — Skep+cism  of  marke?ng  messages  has  increased  — Buyers  have  more  control  –  they  are  ac+vely  searching  online  for   guidance  and  informa+on  before  making  a  purchase  decision  — People  want  valuable  insight,  access  to  great  people,  and  recogni?on   before  they  want  products  and  services  — You  must  move  the  mental  bar  from  “I’m  being  sold”  to  “I’m  being   educated”  — Research  shows  that  the  more  content  companies  publish,  the  more  leads   they  get  
  5. 5. Top  10  content  types  1.  Blog:  the  sun  in  your  content  marke2ng  universe  2.  eNewsle>er  3.  White  paper  4.  Ar?cle  5.  eBook  6.  Case  study  7.  Tes?monials  8.  Microblogging  (Twi>er)  9.  Webinar/Webcast  10. Video     Content  Marke2ng  Ins2tute’s  2011  Content  Marke2ng  Playbook  
  6. 6. Other  content  types  —  Execu?ve  roundtable  —  Mobile  app  —  Podcast  —  Online  news  release  —  Infographic  —  Research/survey     Content  Marke2ng  Ins2tute’s  2011  Content  Marke2ng  Playbook  
  7. 7. Effec+ve  content  marke+ng  Key  steps:  1.  Define  a  cri?cal  group  of  buyers  2.  Determine  what  informa?on  prospects  really  need  and  how  they  want  to  receive  it  3.  Deliver  that  informa?on  in  a  way  that  maximizes  impact  on  the  company’s  goals  4.  Measure  and  recalibrate    Best  prac+ces:  —  Start  with  a  specific  objec?ve  —  Create  content  about  what  you  know,  not  what  you  sell  —  Invest  in  your  content;  create  a  unique  point  of  view;  don’t  forget  to  market  your   content  —  Create  a  content  marke?ng  editorial  calendar  —  Appoint  or  hire  a  chief  editor  who  owns  and  is  accountable  for  content     Grande  Guide  to  B2B  Content  Marke2ng  by  Eloqua  
  8. 8. 1904   “A  Brief  History  of  Content  Marke?ng”  by  Aprix  Solu?ons  
  9. 9. American  Express  OPEN  Forum  
  10. 10. Growth  of  a  content-­‐fueled  community   2007     2008     2009     2010     2011     OPEN   Content   Site  redesign   Becomes   Q1  exceeds   starts  live   from  7  big-­‐ and  major   the  most   en+re  2009  events  and   name  small   scale  of   visited   annual   a  site  to   business   func+onality   small   page  views   house   writers   of  content   business   video   site  on  the   footage   Web   Launch   425,000   5,100,000   10,500,000   Con+nued   page  views   page  views   page  views   growth   June  2011  presenta2on  by  Stacey  Gutman,     director  of  American  Express  OPEN  Forum  
  11. 11. Procter  &  Gamble’s  Man  of  the  House  
  12. 12. Consumers  are  geing  savvy  and  are  ignoring  push  marke?ng.  We  needed  to  take  a  different  approach  –  one  that  pulled  in  the  consumer  by  crea?ng  a  conversa?on  and  making  it  relevant.  –  David  Germano  of  Barefoot  Proximity  The  beauty  behind  what  P&G  has  pulled  off  is  that  it  owns  the  pla]orm.  The  company  doesn’t  need  to  rely  on  middlemen  or  pay  for  costly  adver?sing.  Instead,  it  is  growing  something  that  will  help  the  company  connect  with  dads  in  a  powerful  way.  –  Michael  Stelzner,  author  of  Launch:  How  to  Quickly  Propel  Your  Business  Beyond  the  Compe22on  
  13. 13. We  put  the  reader  first  and  foremost  and  we  help  him  in  every  way  possible.  We  create  genuine  content  for  real  people,  and  we  create  a  context  for  our  content  so  that  adver?sers  and  sponsors  can  deliver  their  message  to  an  already-­‐engaged  reader.  It  doesn’t  do  a  lot  of  good  if  a  reader  is  not  engaged,  and  we’ve  found  the  best  way  to  do  that  is  to  deliver  content  that  helps  him.  –  Craig  Heimbuch,  editor-­‐in-­‐chief,  ManoheHouse.com    
  14. 14. — Small,  local  insurance  agency  serving  individuals  and  small  businesses  — Provided  +mely,  relevant  and  localized  informa?on  
  15. 15.   Health Care Reform Timeline 2010: 2011: 2014: First Plan Year Beginning After 9/22/10       2015:   2016:   2012:   2017:   2018:   2013:   2020:  
  16. 16. J&O  Fabrics  –  e-­‐newsleaer  and  blog    “Tips,  tricks  and  resources  for  everything  sewing”    —  Yardage  charts  —  Sewing  dic?onary  —  Fabric  dic?onary  —  Quil?ng  dic?onary  —  Upholstery  dic?onary  —  How-­‐to  ar?cles   h>p://www.jandofabrics.com/newsle>ers/?ps-­‐tricks-­‐and-­‐resources-­‐for-­‐everything-­‐sewing/  
  17. 17. OpenView  Venture  Partners   The  Grande  Guide  to  B2B  Content  Marke2ng  by  Eloqua    
  18. 18. Goals:  —  Be>er  communicate  with  prospec?ve  pormolio  companies  —  Establish  themselves  as  thought  leaders  in  specific  industries  —  Improve  awareness  of  the  firm  within  their  industry  by  increasing  Web  traffic  Strategy:  —  OpenView  blog  —  Videos  —  Weekly  newsle>er  —  Microblogging  Results:  —  1,000%  Web  traffic  increase  —  More  than  10,000  e-­‐newsle>er  subscribers,  with  25%  open  rate  —  Closed  business  through  online  lead  genera?on  —  Shorter  sales  cycles  —  Happy,  engaged  employees    From  The  Grande  Guide  to  B2B  Content  Marke2ng  by  Eloqua    
  19. 19. Goal:  raise  awareness  of  LED’s  benefits  so  architects  and  contractors  will  start  specifying  the  technology  in  residen?al,  commercial  and  public  engineering  contracts  
  20. 20. Resources  —  Content  Marke?ng  Ins?tute  —  HubSpot  —  Eloqua  —  Chief  Content  Officer  magazine  —  Content  Rules  —  Get  Content  Get  Customers  
  21. 21. Michelle  Calcote  King  www.reputa+oncap.com  

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