Plan, manage, optimise: preparing for content marketing in 2014 - Dr Dave Chaffey, CEO, Smart Insights (12:25 – 13:10)

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2013 has been the year when Content Marketing matured as a mainstream marketing activity attracting significant budgets. For many B2B companies though, Content Marketing has been established as a core digital marketing activity for many years and they are refining their techniques. In this Keynote, Dr Chaffey, author of Digital Marketing: Strategy, Implementation, and Practice will highlight 10 trends needed to make the most of content marketing. He will show through examples how leading companies are prioritising, managing and optimising their B2B content marketing including examples of new applications and new interactive B2B content marketing tools.

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  • Q. How do you communicate your OVP = Sell/Inform/Entertain balance?
  • http://socialfresh.com/best-worst-content-marketing/
  • Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).
  • Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).
  • Plan, manage, optimise: preparing for content marketing in 2014 - Dr Dave Chaffey, CEO, Smart Insights (12:25 – 13:10)

    1. 1. Plan, Manage, Optimise: Preparing for Content Marketing in 2014 B2B Marketing Annual Conference November 7th 2013 Dr Dave Chaffey www.smartinsights.com/b2bconf @DaveChaffey #b2bconf 1
    2. 2. About Dave Chaffey • • • • @DaveChaffey About Dave Chaffey A professional trainer in E-marketing since 1997 Author of 5 bestselling marketing books now in their 4th and 5th edition Manages SmartInsights.com a marketing advice site with paid members in over 50 countries Insights Director at agency ClickThrough Marketing #b2bconf 2
    3. 3. Trend 1: A planned, strategic approach Questions  Plan?  Strategy?  Objectives?  Control through analytics? @DaveChaffey www.PRSmith.org Details: Smart Insights #b2bconf 3
    4. 4. Source: B2B Content Marketing 2014 US @DaveChaffey #b2bconf 4
    5. 5. Trend 1: A planned, strategic approach @DaveChaffey www.PRSmith.org Details: Smart Insights #b2bconf 5
    6. 6. Reviewing content marketing effectiveness using a TOWS matrix? @DaveChaffey #b2bconf 6
    7. 7. Strengths:  Defined strategy and responsibility  Amplification  Content quality  Contributors Weaknesses:  Gaining engagement … conversation  Influencer outreach  Limited organic reach Opportunities:  Niche social media sites  New content types  Targeted advertising SO Strategies • Getting existing contributors involved in social networks and other sites • Repurposing WT Strategies • Scaling outreach? Threats:  Generic competitors target niche  Niche competitors improvements ST Strategies • Niche partnerships WT Strategies • Own niche positioning • Strategic partnerships @DaveChaffey #b2bconf 7
    8. 8. Your content marketing challenges? Source: UK 2013 Content Marketing Survey @DaveChaffey #b2bconf 8
    9. 9. Research Findings Source: UK 2013 Content Marketing Survey @DaveChaffey #b2bconf 9
    10. 10. Not just campaigns…. Audience use of digital and social media > Personas Commercial goals > Customer engagement > OVP > Marketing Mix Branded Content Marketing Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools Inc Social Media OVP = Online Value Proposition = Brand Adding Value to Audience = Brand Positioning  Help me do my job / live my life  Help me develop / learn  Help Make me look good  Help Entertain Me!  Help me Select and Use Products MAKE YOUR SITES A DESTINATION Trend 2. Integrating content into the brand experience http://bit.ly/smartovp @DaveChaffey #b2bconf 10
    11. 11. Requires improved editorial planning… http://www.smartinsights.com/guides/editorial-calendar-spreadsheet/ @DaveChaffey #b2bconf 11
    12. 12. Requires deeper marketing personas http://www.smartinsights.com/guides/customer-persona-toolkit/ @DaveChaffey #b2bconf 12
    13. 13. http://www.smartinsights.com/guides/customer-personatoolkit @DaveChaffey #b2bconf 13
    14. 14. Criteria?  Rev/visit  Demand+ lead gen  Amplify  Brand fit  SEO  Longevity  Authority and Thought Leadership  Individual pain points?  Repurposeability  Risk/reward Trend 3. Structured evaluation of content @DaveChaffey #b2bconf 14
    15. 15. @DaveChaffey #b2bconf 15
    16. 16. @DaveChaffey #b2bconf 16
    17. 17. Trend 4. New content formats http://www.smartinsights.com/healthcheck @DaveChaffey #b2bconf 17
    18. 18. Supporting prospects on a journey @DaveChaffey #b2bconf 18
    19. 19. The need for more evaluation Source: B2B Marketing report @DaveChaffey #b2bconf 19
    20. 20. Trend 5. Smarter Evaluation  Q. Do we have the right performance criteria? V Volume: Desktop/Tablet/Smartphone Quality: Desktop/Tablet/Smartphone Value Desktop/Tablet/Smartphone Cost Desktop/Tablet/Smartphone @DaveChaffey Q V C  Unique visitors  Visits  Page views  40% bounce rate  5% conversion rate     Number of sales or leads Average order value or selling price Goal value per visit > Page value Revenue per visit (E-commerce) > Page value     Cost Cost Cost Cost per per per per thousand (CPM) click (CPC) acquisition (CPA) sale (CPS) #b2bconf 20
    21. 21. Example - Linking goals to KPIs @DaveChaffey #b2bconf 21
    22. 22. Example B2B Dashboard Source: Michael Brenner @DaveChaffey #b2bconf 22
    23. 23. Use Google Analytics MCF to understand true value Measuring assists in Google Analytics Google’s new social reports @DaveChaffey #b2bconf 23 2 3
    24. 24. Trend 6. Marketing Automation integrating IP, web + email scoring Source: WOW Analytics @DaveChaffey #b2bconf 24
    25. 25. Marketing Automation Flow Source: WOW Analytics @DaveChaffey #b2bconf 25
    26. 26. Source: WOW Analytics @DaveChaffey #b2bconf 26
    27. 27. Trend 7 Increasing mobile support https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp @DaveChaffey #b2bconf 27
    28. 28.  REACH Trend 8 Expansion in paid media options @DaveChaffey #b2bconf 28
    29. 29. Investment (resource needed)  REACH AdWords Facebook custom audiences Influencer PR FBX Retargeting LinkedIn Targeted Ads Integrated LinkedIn Sponsored updates engagement campaigns Media related PR Facebook Promoted Posts AdWords Remarketing Social amplification Instagram Sponsored Tweets Vertical niche campaigns Blog marketing SEO Effectiveness (potential sales volume) Which paid, owned, earned media should we target? @DaveChaffey #b2bconf 29
    30. 30. LinkedIn example @DaveChaffey #b2bconf 30
    31. 31. @DaveChaffey #b2bconf 31
    32. 32. Trend 9. Scaling influencer and partner outreach – tools and process http://bit.ly/smartoutreach @DaveChaffey #b2bconf 32
    33. 33. Influencer outreach – key questions…         Do we invest enough time in this? Who is responsible for this? What is our process for influencer marketing? How do we segment influencers? How do contact priority influencers? How do we measure success? How do we scale this? Tools to manage? @DaveChaffey #b2bconf 33
    34. 34. Co-Created Content - Lists http://tprk.us/ukomblogs13 @DaveChaffey #b2bconf 34
    35. 35. Influencer management with Group High @DaveChaffey #b2bconf 35
    36. 36. Example: Discover – Consume - Act Social Networks PDF Direct social messages Slideshare Email Long form interviews Blog Single images Search All Content & Promotions Consider:    @DaveChaffey Contribute Download Subscribe Share Attend Conference “Findability” “Engagement” “Shareability” #b2bconf 36
    37. 37. 1. Created Demand 2. Dominated SERPs 3. Event Awareness 4. Registrations, Sessions 43k ebook views - 6 days 1k+ PDF downloads 5k views interviews 500+ social shares 100+ inbound links @DaveChaffey #b2bconf 37
    38. 38. One Clever Question You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation. You now have a coveted secret. A content marketing secret. What secret for achieving success with content marketing will you share? The content marketing world depends on it! @DaveChaffey #b2bconf 38
    39. 39. Build in reasons to share + add @DaveChaffey #b2bconf 39
    40. 40. @DaveChaffey #b2bconf 40
    41. 41. Trend 10. Personalisation @DaveChaffey #b2bconf 41
    42. 42. Need to get the Sell-Inform-Entertain balance right in 2014! @DaveChaffey #b2bconf 42
    43. 43. Let’s Connect! Questions & discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey  Blog www.smartinsights.com/blog www.facebook.com/davechaffey  Feeds www.feedburner.com/smartinsi ghts ww.twitter.com/DaveChaffey  Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 @DaveChaffey #b2bconf 43

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