Content marketing – the latest fad or the future of a discipline?

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James Moffat, The Organic Agency
Digital impact conference
www.charitycomms.org.uk/events

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Content marketing – the latest fad or the future of a discipline?

  1. 1. CONTENT MARKETING – FUTURE OR FAD? James Moffat | @growwithorganic July 2013
  2. 2. If 2012 was the year of mobile, 2013 is most definitely the year of content marketing. In the year 2013, marketers will break through with innovative content-marketing strategies. …The incredible emphasis being placed on (content marketing) these past six months - not to mention the rising investment in this area - puts it at the top of the trends list.
  3. 3. GOOGLE INSIGHTS: „CONTENT MARKETING‟
  4. 4. WHAT IS CONTENT MARKETING?
  5. 5. SO WHAT IS IT? Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Content Marketing Institute
  6. 6. • It is aimed at the user to enhance their experience in your area of expertise • It is not targeted at selling at the point of sale • Content is a value exchange between you and the consumer • Content marketing has value in its own right • A focus on owned and earned media, not paid media or advertising FEATURES OF CONTENT MARKETING
  7. 7. “This shouldn‟t be the Damascene moment it appears to be for so many businesses” Ashley Friedlein, Econsultancy CEO
  8. 8. It‟s a spade. Not an earth relocating implement.
  9. 9. OUR SURVEY SAID…
  10. 10. “Content marketing is the only marketing left” Seth Godin
  11. 11. Why is content a big deal now?
  12. 12. MEDIA FRAGMENTATION & DEMOCRATISATION
  13. 13. “The digital revolution has not just arrived, it has well and truly settled in. Traditional communication channels have mutated, fragmented and diversified to create a spectrum of media experiences that give consumers unparalleled options and freedom of choice.” Kate Connolly, Universal McCann London
  14. 14. Digital channels are like kids… fun to play with, but the more you have, the more there is to do – and as they develop… they start to talk back…
  15. 15. “A genuinely always-on approach to marketing isn‟t powered by channel expertise, it‟s powered by content. Taking a „single of content‟ means an editorially-driven approach, a content calendar and more than just copy to keep people interested over time.” Robin Bonn, Seven
  16. 16. CONVERGENCE
  17. 17. The rise of „content marketing‟ has also been fuelled by the realisation that actually a lot of the success of, say, SEO or social media or email marketing or most forms of marketing, isn‟t about “doing more SEO” or “investing in social” but is about creating great content that people will want to read, link to, talk about and share.
  18. 18. WE ARE CHANGING…
  19. 19. FROM GEN Y TO GEN C - We live in a time when brands are people and people are brands
  20. 20. Beyond content - What is great content marketing?
  21. 21. YOU HAVE TO HAVE A CONTENT STRATEGY
  22. 22. Having creative advertising and using commercials to draw in an audience has worked for Coca-Cola for many years. However, the landscape has been rapidly changing and consumers want more than just a 30-second advertisement. As the first video explains, Coca-Cola is moving from “creative excellence” to “content excellence.” COKE AND CONTENT
  23. 23. Coca-Cola calls this high-quality content “liquid content.” They explain it as content that is “so contagious, it cannot be controlled.” To move into content excellence, Coca-Cola wants to use conversations. They want to create stories that are dynamic and can be expressed through “every possible connection.” This relies on quality content, and technology to power highly relevant content delivery to every channel.
  24. 24. Coca-Cola‟s 70/20/10 plan: • 70 percent of their investment will be “low risk” • 20 percent of content will be innovative and engaging • 10 percent is their “high risk” content
  25. 25. Why? • Distribution of creativity • Distribution of technology • Demand drive culture • Double business size in the next 10 years
  26. 26. People expect more…
  27. 27. 53% of UK public heard about this
  28. 28. CONTENT MUST BE SHAREABLE
  29. 29. Outcomes: • Letter composed to support video campaign • Asset created by The Organic Agency • Shareable image distributed on social media KPIs: • Reach and engagement on social media • Traffic to website • Petition sign ups
  30. 30. People are your channel
  31. 31. WITH A CONTENT FOCUSED APPROACH – INTEGRATION JUST HAPPENS
  32. 32. “The traditional agencies‟ promise of „integration‟ just hasn‟t been met - a seamless customer experience and narrative might be achieved around a single campaign, but not from the brand‟s wider point of view. These jarring disconnects mean that consumers are still unengaged and frustrated.” Simon Bonn, Seven
  33. 33. Learn to COPE Create once – publish everywhere
  34. 34. MULTIFORMAT
  35. 35. STANDARDISING INFORMATION • Title • 140 character version • An introduction • A long description • Links to other related media
  36. 36. EVERGREEN CONTENT
  37. 37. EVERGREEN CONTENT All you need to emulate this is vision and common sense: • Find something your target audience wants • Give it to them • Keep the content fresh with regular updates and improvements • Listen to user suggestions and make changes accordingly • Listen to user suggestions about other resources they might find useful and create them • That's a content strategy that is likely to keep me busy for the next few months and generate excellent results
  38. 38. Dynamic publishing
  39. 39. ORGANISE YOUR TEAM
  40. 40. USE TECHNOLOGY
  41. 41. AUTOMATED DIGITAL MARKETING
  42. 42. AN INTEGRATED TECHNOLOGY LAYER – WITH SHARED DATA
  43. 43. SEGMENTS OF ONE
  44. 44. You need to measure what you are doing
  45. 45. Charities are full of great content It‟s turning these into shared experiences
  46. 46. From stories to experiences
  47. 47. The key to effective digital marketing is creating shared experiences through compelling content
  48. 48. Take a seed of an experience – grow it into different elements – feed it
  49. 49. Give it resource – give it time and nurture it
  50. 50. THANK YOU 0845 869 7654 | theorganicagency.com

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