TITLE
• Body text 1
• Body text 2
57% of purchase decision complete
before customer even calls a supplier
CEB Research 2013
B2B Research
67% of buyer’s jour...
Instead  of  buying  ads,  spending  
money  on  promotions,  or  
“interrupting  consumers”,  inbound  
marketing  focuse...
Listen
Communicate
Teach
Help/Solve problems
- Marcus Sheridan
(The Sales Lion)
Marketing:
Not about ourselves but
solving problems
Inbound  marketing  is  a  philosophy  
based  on  the  truth  that  people’s  
consumption  habits  have  changed  
over ...
Why Content
Not talking just traditional content
TITLE
Source:
Socialtimes.com
We consume content
in many ways
Wearable technology
Consume content in our car
With so much content
our attention spans are
getting shorter
c o n t e n t m a r k e t i n g i n s t i t u t e . c o m
Demand	
  for	
  our	
  attention
• 1977	
  – 560	
  messages	
 ...
How do we get
people to pay attention?
Buy our products?
Use our services?
Stop talking
about ourselves
And give our audience what
they want
Caller  ID.  
DVRs.  
The  Do  Not  Call  list.  
Spam  software.  
Broadband  internet.  
Smartphones.  
Social  media.
T...
Spray and pray should only be
for video games
Ads vs. Content
Give them content that is:
USEFUL, compelling, relevant,
VALUABLE, entertaining
So they become smarter
Share with their networks
And we can grow our audience
“Content marketing is the process of developing
and sharing relevant, valuable and engaging
content to a clearly defined a...
“Your clients/customers/audience don’t
care about you, your products or your
services. They care about themselves, their
w...
“When we look back in four years time
the pay off will be that we didn’t rely on
the boom and bust of an ad
campaign.,’…‘F...
- Content marketing generates 1.1B
impressions a year and
- 4x better ROI than even targeted
advertising
Julie Fleisher,
D...
Not just big brands
Not just B2C but B2B as well
Demand Metric Infographic
Content Marketing Statistics 2013
http://www.demandmetric.com/content/content-marketing-infograp...
Content marketing NOT
about promoting ourselves,
products, or services
It’s all about our audience
Our focus on content:
1. Build our audience organically
2. Establish long-lasting
connections and relationships
3. Become an authority in our field
Great SEO Is No Longer Just “SEO”
KeywordsLinks
Crawl Rankings
SEO in 2004
Rand Fishkin Moz | @randfish | rand@moz.com
Great SEO Is No Longer Just “SEO”
Keywords
Links
Crawl
Rankings
SEO in 2014
Social
Content
Design & UX
Speed
Accessibility...
“The importance of good quality,
relevant content cannot by
understated…As the trend away from
keywords toward relevant co...
Best possible answer to
searcher’s question
We want to become our own
media publisher
Technology allows all brands
to be publishers
Total consumer control
+
Decreased technology barrier
= Primed content marketing environment
Becoming a media platform more
effective than traditional
marketing and advertising
Important to own your assets
than use rented land
Exclusively publishing content
about your products and services
Branded Content
vs.
Content Brand
c o n t e n t m a r k e t i n g i n s t i t u t e . c o m
What	
  Business	
  Are	
  You	
  Really	
  In?
Traditional	
  M...
Turn casual readers to loyal
ones with the objective of
driving a profitable action
Distribution
Content ignition
Measurement
Example: Calgary Region Day Trips
Amplified through:
Stats from 4 weeks:
Downloads: 800+
Sessions: 6,600+
Impressions: 350,000+
Conversion %: 12
CTR: 2%
Additional stats (downloads/sessions) :
Organic: 45 / 145 31%
Social: 690 / 6185 11%
CTA: 18 / 58 31%
Email: 70 / 198 35%
On-going benefits:
750+ subscribers
Segmented target audience
The RIGHT target audience
Example: Calgary Region Parades
Amplified through:
Stats from 3 days:
Impressions: 35,000+
Engagements: 1500+
Read post: 800+ (Google Analytics -Engagement)
Retweets: 25
Fav...
Stats continued:
Twitter followers from post: 15
Facebook followers from post: 25
Blog subscribers from post: 12
(Permissi...
“Not just about acquiring customers but
rather developing:
Passionate subscribers to our brand!
What content to produce?
Blog posts
videos
images
infographics
e-books
Print publication
whitepapers
podcasts
slideshare (presentations)
and more…
Give our audience what they want
Content marketing not a
campaign
What’s next?
THE  METHODOLOGY:  
HOW  INBOUND  WORKS.
Questions equals content!
Listen
Communicate
Teach
Help/Solve problems
- Marcus Sheridan
(The Sales Lion)
Strategy
PERSONAS:
Broker
Becky
Let’s connect:
@karlyeh721
www.linkedin.com/in/karlyeh
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
Content marketing presentation for Calgary Regional Partnership
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Content marketing presentation for Calgary Regional Partnership

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Content marketing presentation for Calgary Regional Partnership

  1. 1. TITLE • Body text 1 • Body text 2
  2. 2. 57% of purchase decision complete before customer even calls a supplier CEB Research 2013 B2B Research 67% of buyer’s journey done digitally. (On-line searches are executives first course of action) SiriusDecisions 2013
  3. 3. Instead  of  buying  ads,  spending   money  on  promotions,  or   “interrupting  consumers”,  inbound   marketing  focuses  on  creating   educational  content  that  pulls   people  toward  your  website  where   they  can  learn  more  about  your   product  and/or  service  on  their  own   accord. WHAT  IS  INBOUND  MARKETING?
  4. 4. Listen Communicate Teach Help/Solve problems - Marcus Sheridan (The Sales Lion)
  5. 5. Marketing: Not about ourselves but solving problems
  6. 6. Inbound  marketing  is  a  philosophy   based  on  the  truth  that  people’s   consumption  habits  have  changed   over  the  past  5-­10  years. INBOUND  AS  A  PHILOSOPHY.
  7. 7. Why Content
  8. 8. Not talking just traditional content
  9. 9. TITLE
  10. 10. Source: Socialtimes.com
  11. 11. We consume content in many ways
  12. 12. Wearable technology
  13. 13. Consume content in our car
  14. 14. With so much content our attention spans are getting shorter
  15. 15. c o n t e n t m a r k e t i n g i n s t i t u t e . c o m Demand  for  our  attention • 1977  – 560  messages  a  day • 1997  – 3,000    messages  a  day • 2013  – 13,000  messages  a  day
  16. 16. How do we get people to pay attention?
  17. 17. Buy our products?
  18. 18. Use our services?
  19. 19. Stop talking about ourselves
  20. 20. And give our audience what they want
  21. 21. Caller  ID.   DVRs.   The  Do  Not  Call  list.   Spam  software.   Broadband  internet.   Smartphones.   Social  media. This   changed   everything.}
  22. 22. Spray and pray should only be for video games
  23. 23. Ads vs. Content
  24. 24. Give them content that is: USEFUL, compelling, relevant, VALUABLE, entertaining
  25. 25. So they become smarter
  26. 26. Share with their networks
  27. 27. And we can grow our audience
  28. 28. “Content marketing is the process of developing and sharing relevant, valuable and engaging content to a clearly defined audience with the goal of acquiring new customers or increasing business from existing customers.”
  29. 29. “Your clients/customers/audience don’t care about you, your products or your services. They care about themselves, their wants, their needs. “If we, as a business, deliver consistent, ongoing valuable info to our audience they will reward us with their business and loyalty”
  30. 30. “When we look back in four years time the pay off will be that we didn’t rely on the boom and bust of an ad campaign.,’…‘From our results a content first approach is the strongest way to win, and our legacy [from this World Cup] is the followers we can continue the conversation with” Tom Ramsden, Global Marketing Director – Football, Adidas
  31. 31. - Content marketing generates 1.1B impressions a year and - 4x better ROI than even targeted advertising Julie Fleisher, Director of Data, Content and Media– Kraft Foods
  32. 32. Not just big brands
  33. 33. Not just B2C but B2B as well
  34. 34. Demand Metric Infographic Content Marketing Statistics 2013 http://www.demandmetric.com/content/content-marketing-infographic
  35. 35. Content marketing NOT about promoting ourselves, products, or services
  36. 36. It’s all about our audience
  37. 37. Our focus on content:
  38. 38. 1. Build our audience organically
  39. 39. 2. Establish long-lasting connections and relationships
  40. 40. 3. Become an authority in our field
  41. 41. Great SEO Is No Longer Just “SEO” KeywordsLinks Crawl Rankings SEO in 2004 Rand Fishkin Moz | @randfish | rand@moz.com
  42. 42. Great SEO Is No Longer Just “SEO” Keywords Links Crawl Rankings SEO in 2014 Social Content Design & UX Speed Accessibility Email Press & PR CX Webspam Mobile InternationalizationLocalization Rand Fishkin Moz | @randfish | rand@moz.com
  43. 43. “The importance of good quality, relevant content cannot by understated…As the trend away from keywords toward relevant content continues, high-ranking sites are shifting their focus from using keywords based on search queries to trying to understand the user intention as a whole and reflecting this in quality, logically structured content” 2015 Search Ranking Factors report - Search Metrics
  44. 44. Best possible answer to searcher’s question
  45. 45. We want to become our own media publisher
  46. 46. Technology allows all brands to be publishers
  47. 47. Total consumer control + Decreased technology barrier = Primed content marketing environment
  48. 48. Becoming a media platform more effective than traditional marketing and advertising
  49. 49. Important to own your assets than use rented land
  50. 50. Exclusively publishing content about your products and services
  51. 51. Branded Content vs. Content Brand
  52. 52. c o n t e n t m a r k e t i n g i n s t i t u t e . c o m What  Business  Are  You  Really  In? Traditional  Marketing  Message: We’re  the  leading  organization  in  North  America   focused  on  marketing  analytics,  optimization  and   automation. Brand  Story: We  empower  marketers  to  do  their  jobs  better   and  with  less  effort.  
  53. 53. Turn casual readers to loyal ones with the objective of driving a profitable action
  54. 54. Distribution
  55. 55. Content ignition
  56. 56. Measurement
  57. 57. Example: Calgary Region Day Trips
  58. 58. Amplified through:
  59. 59. Stats from 4 weeks: Downloads: 800+ Sessions: 6,600+ Impressions: 350,000+ Conversion %: 12 CTR: 2%
  60. 60. Additional stats (downloads/sessions) : Organic: 45 / 145 31% Social: 690 / 6185 11% CTA: 18 / 58 31% Email: 70 / 198 35%
  61. 61. On-going benefits: 750+ subscribers Segmented target audience The RIGHT target audience
  62. 62. Example: Calgary Region Parades
  63. 63. Amplified through:
  64. 64. Stats from 3 days: Impressions: 35,000+ Engagements: 1500+ Read post: 800+ (Google Analytics -Engagement) Retweets: 25 Favourites: 10 Post Likes: 118 Post shares: 180
  65. 65. Stats continued: Twitter followers from post: 15 Facebook followers from post: 25 Blog subscribers from post: 12 (Permission) Conversation rate: 2%
  66. 66. “Not just about acquiring customers but rather developing: Passionate subscribers to our brand!
  67. 67. What content to produce?
  68. 68. Blog posts videos images infographics e-books Print publication whitepapers podcasts slideshare (presentations) and more…
  69. 69. Give our audience what they want
  70. 70. Content marketing not a campaign
  71. 71. What’s next?
  72. 72. THE  METHODOLOGY:   HOW  INBOUND  WORKS.
  73. 73. Questions equals content!
  74. 74. Listen Communicate Teach Help/Solve problems - Marcus Sheridan (The Sales Lion)
  75. 75. Strategy
  76. 76. PERSONAS: Broker Becky
  77. 77. Let’s connect: @karlyeh721 www.linkedin.com/in/karlyeh

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