Content Marketing | The Power in your Digital Marketing Campaign

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Content Marketing is a powerful way to build relationships with your target market. This presentation explains what content marketing is, why you should care, and how to approach content marketing …

Content Marketing is a powerful way to build relationships with your target market. This presentation explains what content marketing is, why you should care, and how to approach content marketing strategy. Contact Ann Druce for more information: @AnnDruce www.octarine.co.za

Presented at the Durban Marketing Indaba in August 2013,

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  • 1. Marketing Indaba Durban 2013 Content Marketing The Power in your Digital Campaign
  • 2. Potential of Digital Marketing Already seeing success Want to get more involved No potential 70% of SA Marketers claim to use it
  • 3. Level of confidence Social Networking Web analytics Banner Ads SEO Content Marketing ?
  • 4. What is content marketing? And why should I care?
  • 5. What it’s not … or making the sale social media, SEO, advertising
  • 6. … for your customer“ ” Useful content
  • 7. A new approach Rapid growth over last two years The focus is online
  • 8. Publish Content Website is the hub Other channels Content people want to read and share
  • 9. Dual benefits Builds relationships with your brand Builds search rankings
  • 10. 48x more traffic For companies with 51 – 100 pages Compared to those with <50 Hubspot Marketing Benchmarks 2013
  • 11. Impact of Posts on Leads 0 100 200 300 400 500 600 <10 11-20 21-50 51-100 101-200 220< Hubspot Marketing Benchmarks 2013Number of posts Index
  • 12. Impact of Landing Pages on Leads 0 100 200 300 400 500 600 1-5 6-10 1-15 16-20 21-40 40< Hubspot Marketing Benchmarks 2013Number of posts Index
  • 13. Internet Access 0 5 10 15 20 25 30 35 40 45 2009 2010 2011 2012Axis Title World Bank South Africa % Population
  • 14. Google Trends Content Marketing Map
  • 15. Advertising is not dead Some interruptions are great!
  • 16. The battle for attention And your competitor knows it too Your target doesn’t buy the way they used to Or consume media as they did
  • 17. More connected More empowered A receptive audience
  • 18. Give them a reason Be useful or be entertaining Build a relationship or they won’t care about you
  • 19. It’s not about you People care about their own needs Me, me, me is just plain off-putting
  • 20. Begin with strategy what, to whom, where and how?
  • 21. Commit to the long term You won’t build a relationship overnight
  • 22. Objectives Integrate into the Marketing strategy •  Develop customer relationships •  Build brand values •  Establish credibility & reputation •  Create thought leadership •  Build web traffic
  • 23. Evaluate the options Align format of content to brand strategy
  • 24. Don’t just add to the noise Quality Rules
  • 25. Plan content Integrate into the Marketing Strategy •  Unifying themes •  Message reinforcement •  Quality •  Frequency •  Content extension
  • 26. Content development Create content for people, not search engines •  Driven by brand values •  Optimise language for SEO •  Research targeted words and phrases •  Include “meaty” content •  Calls to Action
  • 27. … where your expertise meets your target’s needs “ The sweet spot
  • 28. Allocate resource Outsourced vs Internal •  Strategic understanding •  Multiple contributors •  Single co-ordinator •  Writing & organisational skills
  • 29. Don’t wink in the dark Promote content – email and social media
  • 30. A Sears website
  • 31. Content Marketing Like fresh fruit and vegetables
  • 32. •  Keep it fresh •  Make it look appealing •  Handle it with care •  Give your market what they’re looking for
  • 33. www.octarine.co.za @AnnDruce