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Marketing Indaba Durban 2013
Content Marketing
The Power in your Digital Campaign
Potential of
Digital Marketing
Already seeing success
Want to get more involved
No potential
70% of SA Marketers claim to ...
Level of confidence
Social Networking
Web analytics
Banner Ads
SEO
Content Marketing
?
What is
content marketing?
And why should I care?
What it’s not …
or making the sale
social media, SEO,
advertising
… for your customer“
”
Useful content
A new approach
Rapid growth over last two years
The focus is online
Publish Content
Website is the hub
Other channels
Content people want to read and share
Dual benefits
Builds relationships with your brand
Builds search rankings
48x more traffic
For companies with 51 – 100 pages
Compared to those with <50
Hubspot Marketing Benchmarks 2013
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 2013Nu...
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 2013...
Internet Access
0
5
10
15
20
25
30
35
40
45
2009 2010 2011 2012Axis Title
World Bank
South Africa
% Population
Google Trends
Content Marketing Map
Advertising is not dead
Some interruptions are great!
The battle for attention
And your competitor knows it too
Your target doesn’t buy the way they used to
Or consume media as...
More connected
More empowered
A receptive audience
Give them a reason
Be useful or be entertaining
Build a relationship or they won’t care about you
It’s not about you
People care about their own needs
Me, me, me is just plain off-putting
Begin with strategy
what, to whom, where and how?
Commit to the long term
You won’t build a relationship overnight
Objectives
Integrate into the Marketing strategy
•  Develop customer relationships
•  Build brand values
•  Establish cred...
Evaluate the options
Align format of content to brand strategy
Don’t
just add
to the noise
Quality Rules
Plan content
Integrate into the Marketing Strategy
•  Unifying themes
•  Message reinforcement
•  Quality
•  Frequency
•  ...
Content development
Create content for people, not search engines
•  Driven by brand values
•  Optimise language for SEO
•...
… where your expertise
meets your target’s needs
“
The sweet spot
Allocate resource
Outsourced vs Internal
•  Strategic understanding
•  Multiple contributors
•  Single co-ordinator
•  Wri...
Don’t wink in the dark
Promote content – email and social media
A Sears website
Content Marketing
Like fresh fruit and vegetables
•  Keep it fresh
•  Make it look appealing
•  Handle it with care
•  Give your market what they’re looking for
www.octarine.co.za
@AnnDruce
Content Marketing | The Power in your Digital Marketing Campaign
Content Marketing | The Power in your Digital Marketing Campaign
Content Marketing | The Power in your Digital Marketing Campaign
Content Marketing | The Power in your Digital Marketing Campaign
Content Marketing | The Power in your Digital Marketing Campaign
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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 strategy. Contact Ann Druce for more information: @AnnDruce www.octarine.co.za

Presented at the Durban Marketing Indaba in August 2013,

Published in: Business, News & Politics
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Transcript of "Content Marketing | The Power in your Digital Marketing Campaign"

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