Content marketing presentation for Calgary Regional Partnership

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Content marketing presentation for Calgary Regional Partnership

Content marketing presentation for Calgary Regional Partnership

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  • 1. TITLE • Body text 1 • Body text 2
  • 2. B2B Research 57% of purchase decision complete before customer even calls a supplier CEB Research 2013 67% of buyer’s journey done digitally. (On-line searches are executives first course of action) SiriusDecisions 2013
  • 4. WHAT IS INBOUND MARKETING? 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.
  • 5. Listen Communicate Teach Help/Solve problems - Marcus Sheridan (The Sales Lion)
  • 6. INBOUND AS A PHILOSOPHY. Inbound marketing is a philosophy based on the truth that people’s consumption habits have changed over the past 5-10 years.
  • 7. Why Content
  • 8. Not talking just traditional content
  • 9. TITLE
  • 10. Source:
  • 11. We consume content in many ways
  • 12. Wearable technology
  • 13. Consume content in our car
  • 14. With so much content our attention spans are getting shorter
  • 15. How do we get people to pay attention?
  • 16. Buy our products?
  • 17. Use our services?
  • 18. Stop talking about ourselves
  • 19. And give our audience what they want
  • 20. VCRs. Caller ID. DVRs. The Do Not Call list. Spam software. Broadband internet. Smartphones. Social media. This changed everything.
  • 21. Spray and pray should only be for video games
  • 22. Ads vs. Content
  • 23. Give them content that is: USEFUL, compelling, relevant, VALUABLE, entertaining
  • 24. So they become smarter
  • 25. Share with their networks
  • 26. And we can grow our audience
  • 27. “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.”
  • 28. “Your clients/customers/audience don’t care about you, your products or your services. They care about themselves, their wants, their needs. “Content marketing is about creating interesting information your customers are passionate about so they actually pay attention attention to YOU.”
  • 29. Other brands engaging in content marketing/brand journalism:
  • 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. - 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. Not just big brands
  • 33. Not just B2C but B2B as well
  • 34. Demand Metric Infographic Content Marketing Statistics 2013
  • 35. Content marketing NOT about promoting ourselves, products, or services
  • 36. It’s all about our audience
  • 37. Our focus on content:
  • 38. 1. Build our audience organically
  • 39. 2. Establish long-lasting connections and relationships
  • 40. 3. Become an authority in our field
  • 41. Great SEO Is No Longer Just “SEO” Links Keywords SEO in 2004 Crawl Rankings Rand Fishkin Moz | @randfish |
  • 42. Great SEO Is No Longer Just “SEO” Keywords Rankings Links Crawl SEO in 2014 Social Content Design & UX Speed Webspam Mobile Press & PR CX Email Accessibility Localization Internationalization Rand Fishkin Moz | @randfish |
  • 43. Best possible answer to searcher’s question
  • 44. THAT’S WHY PERMISSION BECAME MORE EFFECTIVE THAN INTERRUPTION. By aligning the content you publish with your customer’s interests, you can earn permission to market to prospects that you can convert into leads, close into customers, and delight to the point they come promoters of your brand.
  • 45. We want to become our own media publisher
  • 46. Technology allows all brands to be publishers
  • 47. Total consumer control + Decreased technology barrier = Primed content marketing environment
  • 48. Becoming a media platform more effective than traditional marketing and advertising
  • 49. Important to own your assets than use rented land
  • 50. Difference between content marketing and media company: Build an engaged audience to make them do something
  • 51. Exclusively publishing content about your products and services
  • 52. Through compelling, valuable, entertaining, relevant and shareable content
  • 53. Turn casual readers to loyal ones with the objective of driving a profitable action
  • 54. Measurement
  • 55. Example: Cultural events story
  • 56. Amplified through:
  • 57. Stats from 3 days: Impressions: 45,000+ Engagements: 1000+ Read post: 400+ (Google Analytics – Frequency) Retweets: 20 Favourites: 10 Post Likes: 29 Post shares: 11
  • 58. Stats continued: Twitter followers from post: 12 Facebook followers from post: 12 Blog subscribers from post: 4 Conversation rate: 1%
  • 59. “Not just about acquiring customers but rather developing: Passionate subscribers to our brand!
  • 60. What content to produce?
  • 61. Blog posts videos images infographics e-books Print publication whitepapers podcasts slideshare (presentations) and more…
  • 62. Give our audience what they want
  • 63. Content marketing not a campaign
  • 64. What’s next?
  • 66. Questions equals content!
  • 67. Listen Communicate Teach Help/Solve problems - Marcus Sheridan (The Sales Lion)
  • 68. THE METHODOLOGY. The inbound philosophy is backed by a methodology that helps brands attract, convert, close, and delight visitors, leads and customers through a variety of channels such as social media, blogging, SEO, landing pages, forms, and email.
  • 69. Subscribe to learn what else is going on in the Calgary Region: