Your SlideShare is downloading. ×
0
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Content marketing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Content marketing

469

Published on

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
469
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. CONTENT MARKETING Allan Wu
  • 2. A Simple Comparison Why the results are so different? Published on December 6th2012. until early 13 likes on Facebook and shared 7 times on LinkedIn. September 6, 2013, there were Published 6AM on September 6th 2010, 4PM of that afternoon, there were 90 shares. 170 replies and
  • 3. Another Example 23,000 views, 200 comments, and shared 1,000 times on Linkedin. As this morning, this blog has gained over http://www.linkedin.com/today/post/article/20131001165930-14634910-who-do-you-believethe-white-house-and-wall-street-or-the-american-people?trk=tod-home-art-list-small_1
  • 4. Some Successful Stories Started in 2012, over 1 million views per month, over 50,000 “Super sharers” on Facebook and Twitter.
  • 5. Some Successful Stories RLife Live Program and Rnavigator Platform helps the travelers to discover things to enjoy inside and outside of the Marriot Hotels. Its current Facebook community has over 270,000 likes.
  • 6. Today’s Agenda • Introduction • Why is Content Marketing Important? • Goals of Content Marketing • The Effects • The Process • Difficulties and Traps • Conclusion
  • 7. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Conclusion It is not Traditional Marketing on a Different Platform
  • 8. Introduction Why is Content Marketing Important? Goals of Content Marketing What Content Is The Effects The Process The Difficulties and Traps Conclusion
  • 9. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Content Marketing Is “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” - Content Marketing Institute Conclusion
  • 10. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Why is Content Marketing Important Conclusion
  • 11. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps The Buying Behavior is Changing - 9 out of 10 business buyers say when they are ready to buy, they will find you - 84% said world of mouth recommendations influence their purchase decisions - 81% of them start the process with a web search -80% of business leaders are watching more online video than ever before -78% are looking for information around their business challenge -75% of senior executives watch videos on business sites every week (marketing Sherpa 2012 CEO benchmark report) Conclusion
  • 12. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process What does it mean for a Business? The Difficulties and Traps Conclusion
  • 13. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects 1. Makes You Easier to Find 81% of buyers start their purchasing process with a web search The Process The Difficulties and Traps Conclusion
  • 14. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process 2. Makes You Easier to Recommend More than 84% decision makers said word of mouth recommendations are the most important source when making buying decisions. - Forrester Research, How to take B2B relationships from indifferent to engaged The Difficulties and Traps Conclusion
  • 15. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Word of Mouth Share more Content From more sources With more people More often More quickly Don’t just let them read, make them share. Conclusion
  • 16. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects 3. It Builds Trust and Credibility 70% of purchases are restricted to established vendors or are heavily dependent on Word of Mouth recommendations. The Process The Difficulties and Traps Conclusion
  • 17. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects 4. It Helps People to Buy 9 out of 10 business buyers say when they are ready to buy, they will find you The Process The Difficulties and Traps Conclusion
  • 18. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps 5. It Costs Less “Inbound marketing dominated organizations experience a 60% lower cost per lead than outbound marketing dominated organizations.” 60% lower The State of Inbound market Report 2010 http://cdn2.hubspot.net/hub/53/file-13213536-pdf/docs/resellers/reports/state_of_inbound_marketing.pdf Conclusion
  • 19. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Conclusion
  • 20. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps In the Long Run… Increase SEO hits Reduce the total marketing costs Lead customers to you Build loyalty and return business Extend your market reach and your networks Conclusion
  • 21. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process Traditional Marketing Approach Earned Media Brand Media Paid Media The Difficulties and Traps Conclusion
  • 22. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Conclusion Definitions Organic Contents -Word of mouth -Brand recognition -Target audience Earned Media Brand Media Paid Media Original Contents -Company homepage -Company Blogs -Company followers General Advertising -SEO -Traditional advertisement -Agency
  • 23. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Pros Pros vs. Cons Conclusion Cons Cons High creditability Uncontrollable Wide distribution Opinions vary Organic feedbacks Earned Media Brand Media Difficult to evaluate Low costs Pros Highly controllable Long term commitment Long term managing Objective orientated Pros Cons Semi controllable No costs Paid Media High costs Fast response Hard to maintain quality Effect evaluable Results vary Less efforts Hit and miss
  • 24. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process An Ideal Structure Earned Media Brand Media Paid Media The Difficulties and Traps Conclusion
  • 25. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process Things We Can Do Brand Media • Stories of our company • Stories of our people • New releases of products and services • Events announcements • Find more ways to interact with our market Paid Media •Make commercials and advertisement •News implications •Purchase cases and new findings •Intellectual partnerships Earned Media •Get people more involved •Let them share our Content •Receive feedbacks, reviews, research •News report coverage •… The Difficulties and Traps Conclusion
  • 26. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Why Good Content are so Important 1. It makes people pay attention to your story 2. Gets people more interested in you 3. It is easy for people to share your Content with others 4. Raises up your brand value and your influence 5. Makes you standout among your competitors Conclusion
  • 27. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process What Makes Good Content 1. Short and interesting topic 2. Clear message 3. Insightful, personal experience 4. Creativity always leave a great impression 5. Nothing too controversial to upset your readers The Difficulties and Traps Conclusion
  • 28. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Conclusion The Process Targeting Design a topic Choose media Create the Content Distribution Monitor and analyze Adapt and modify
  • 29. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Target the Right Audience Targeting Design a topic Choose media Create the Content Distribution Monitor and analyze Adapt and modify Basic criteria •Age •Gender •Education •Location •Income •Occupation •Interest •status Advanced criteria •Purchase behavior •Consuming needs •Attitude recognition •Goals in life •Personality •Taste and trend •Social involvement •Accept new things Conclusion
  • 30. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Topic and Scheduling Targeting Topic Scheduling Design a topic Choose media Create the Content Distribution Monitor and analyze Adapt and modify • Social trends • The “know how” • Professional input • Recent research •… • Weekly, monthly • Short term, mid term, long term goals • Agenda Conclusion
  • 31. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process Media and Platform Targeting Design a topic Choose media Create the Content Earned Media Brand Media Distribution Monitor and analyze Adapt and modify Paid Media The Difficulties and Traps Conclusion
  • 32. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps The Creation Cycle Publish the Content Targeting Collect information Design a topic Choose media Start writing Confirm topic Have visuals Have a storyline Create the Content Distribution Monitor and analyze Adapt and modify Design a format Inspire the creativity Conclusion
  • 33. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Distribution Process Targeting Design a topic adjustment Choose media Follow up Channels Create the Content Distribution Monitor and analyze Adapt and modify Systematic Analysis Time frame Conclusion
  • 34. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Ask yourself… Targeting Design a topic How many people shared? How far did it reach? Choose media Are people interested? Create the Content Distribution Monitor and analyze Adapt and modify Anyone joined the discussion? What is the hit rate? Any feedback? Conclusion
  • 35. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps If it Works, Make it Stick Find improvement Targeting Design a topic Choose media Synchronize a full report Get new solutions Create the Content Distribution Monitor and analyze Adapt and modify Analyze the process Inspire new topics Conclusion
  • 36. Introduction Why is Content Marketing Important? See if It Works Goals of Content Marketing The Effects The Process The Difficulties and Traps Conclusion
  • 37. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps What is the Issue Now? Conclusion
  • 38. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Why Content Marketing is Hard to Invest 1. Management does not see the value right away 2. Biased toward certain media 3. Hard to engage with digital platform consumer 4. Unclear how to measure ROI, success Conclusion
  • 39. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Conclusion What Can We Do for Our Audience What you have done in THE PAST does not matter Your audience couldn’t care less about YOUR BRAND All it matters is what you can do for them NOW
  • 40. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process Think Like a Publisher, not a Promoter Information over promotion Help rather than sell Don’t be defensive/pick a good fight! Invite discussions The Difficulties and Traps Conclusion
  • 41. Introduction Why is Content Marketing Important? Goals of Content Marketing Find the Inspiration The Effects The Process The Difficulties and Traps Conclusion
  • 42. Introduction Why is Content Marketing Important? Helpful Tools Goals of Content Marketing The Effects The Process The Difficulties and Traps Conclusion
  • 43. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Conclusion
  • 44. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps We Already Have the Content Is this the best we can do? How can we improve? Conclusion
  • 45. Introduction Why is Content Marketing Important? The Follow Up Goals of Content Marketing The Effects The Process The Difficulties and Traps Conclusion
  • 46. Introduction Why is Content Marketing Important? Goals of Content Marketing The Effects The Process The Difficulties and Traps Conclusion Summary This is only a general scoop of what Content Marketing is about. All the information you have seen today will be obsolete in less than 2 years. Are we ready to take in more knowledge on today’s marketing trends or hide our heads under the sand? Starting right now, it is all up to us.

×