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Content Marketing

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Speaker: Michelle King, Principal of Reputation Capital

Speaker: Michelle King, Principal of Reputation Capital

Published in: Education, Technology, Business

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  • 1. CONTENTMARKETINGNovember  17,  2011  
  • 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. 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. 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. 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. Other  content  types  —  Execu?ve  roundtable  —  Mobile  app  —  Podcast  —  Online  news  release  —  Infographic  —  Research/survey     Content  Marke2ng  Ins2tute’s  2011  Content  Marke2ng  Playbook  
  • 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. 1904   “A  Brief  History  of  Content  Marke?ng”  by  Aprix  Solu?ons  
  • 9. American  Express  OPEN  Forum  
  • 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. Procter  &  Gamble’s  Man  of  the  House  
  • 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. 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. — Small,  local  insurance  agency  serving  individuals  and  small  businesses  — Provided  +mely,  relevant  and  localized  informa?on  
  • 15.   Health Care Reform Timeline 2010: 2011: 2014: First Plan Year Beginning After 9/22/10       2015:   2016:   2012:   2017:   2018:   2013:   2020:  
  • 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. OpenView  Venture  Partners   The  Grande  Guide  to  B2B  Content  Marke2ng  by  Eloqua    
  • 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. 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. Resources  —  Content  Marke?ng  Ins?tute  —  HubSpot  —  Eloqua  —  Chief  Content  Officer  magazine  —  Content  Rules  —  Get  Content  Get  Customers  
  • 21. Michelle  Calcote  King  www.reputa+oncap.com