Content Marketing Guide

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Content marketing is the future and more importantly custom content and content responsive content is the future. So here is a little bit about that.

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Content Marketing Guide

  1. 1. contentmarketingguideCLOUDSPOTTING
  2. 2. I�����������CLOUDSPOTTINGContentMarketingisthetechniqueofcreatingcommunicativeinformationthatisvaluableandrelevanttoaspeci�iedtargetaudience,withthepurposeofengagingthemanddrivingthemtowardsanactionwhichispro�itabletothecompany.“”-ContentMarketingInstitute‘Communicativeinformation’means:email,strategyguide,tweet,blogpost,Facebookstatus,websitetext,video,TVad,businesscard,whitepaperandmuchmore.Thisiscontentandcontentisalsoyourbrand.
  3. 3. Whyiscontentmarketingimportant?I�����������CLOUDSPOTTING5reasonswhyyourcompanyneedsacontentmarketingstrategy.First,meaningfulcontentmarketingisimportantbecauseweliveinaworldofinformationoverload;competitionisfierceandifyoudontdeliverwhatpeoplewant:a)Theywontfindyouinthefirstplaceb)Theyareonlyaclickawayfromacompetitor.Second,developingqualitycontentwillattractmanymorenaturallinkstoyoursite.Noneedtobuildlinksartificially,whichisnotgoodpracticeandlesseffective.Third,ifyourcontentisofahighquality,usefulandrelevant,customerswillcontinuetorefertoitovertime.Thisistheprocessthatbuildstrustandbrandrecall.Eventuallythesepeoplewillrewardyouwiththeirbusiness.Thisreallydoeshappen,lookatInstagramforexample.Fourth,whenitcomestocontentmarketing,don’twaitforyourcompetitors,beproactive.Whatmattersisthatcompanies inotherindustriesareembracingcontentmarketingandtheyarealteringtheexpectationsofYOURcustomers.Fifth,goodcontentcreatescustomerloyaltyandhasameasurableeffectonyourcustomer’sbehaviour.
  4. 4. AimsA���,A��������A���������CLOUDSPOTTINGInapreviousguide,‘DigitalMarketingStrategy:TheRulesofEngagement’,theimportanceofsettingS.M.A.R.T(Specific,Measurable,Attainable,RelevantandTimely)objectiveswasdiscussedindetailandemphasizedasanecessaryelementofanydigitalmarketingplanandhereiswhy...Speci�icMeasurableAttainableRelevantTimely
  5. 5. AudienceA���,A��������A���������CLOUDSPOTTINGResearch&understandyourtargetaudience.Itisimportanttounderstandyourtargetcustomersbothintermsofdemographics(age,gender,socialstatusetc.)andalsowhatinterestsandinspiresthem,theirlifestyle,habitsopinionsetc.Youshouldalwaysbeawarethatyouraudiencewillbemovingthroughdifferentstagesofthesalesfunnel.Ateachstagetheywillrequiredifferentinformationorcontent.Contentmustthereforeberesponsiveaccordingtotheusersspecificcontext.Ensureyourcompanyexpertiseappliestoallstagesoftheprocesstomakeitasrelevanttothecustomeraspossible.Theintersectionbetweenyourunderstandingofyourtargetcustomer’spersona,theirstageinthebuyingprocessandyourcompanyexpertiseisthebull’seyeinthetargetyou’reaimingat.
  6. 6. CLOUDSPOTTINGAudienceA���,A��������A���������“WherecanIbuygooddiscountedrunningshoes?”@customerretweeted@LewisHamiltonCustomersubscribedto‘CosmopolitanOnline’@customerisnowfollowing@rihannareply:“IwouldhighlyrecommendtheiPhone5!”Customershared ‘McDonald’sUK’sphotoIndicatorsofengagement:-Comments-Shares-Likes(Facebook)-Retweets(Twitter)-Repins(Pinterest)-+1’s-Follows-Questionsasked-Repliesgiven-Emailsubscriptions-Blogvisits
  7. 7. CLOUDSPOTTING A���,A��������A���������AttributesCompanyExpertise“Wehave24hourhelplines”CustomerNeeds5.03am“Ineedaccesstomyaccount...now!”Understandingyouraudience:whotheyareandwhattheyengagewith,youcanbegingatheringalistoftopicsthatmatchyourexpertiseasacompany,andtheproblems/frustrations/interestyourcustomershave(rememberthatbullseye).Bymatchingyourexpertisewiththepainpointsofyourtargetaudience,youhaveimmediatelyidentifiedamountainofpotentialcontentyoucanbegintomine.
  8. 8. CLOUDSPOTTING B�‘A�������-�������’ContentisyourbrandGettingitwrongGettingitright...andyourbrandisdefinedbyyouraudience.Your‘brand’isthepromiseandexpectationsthatresideinacustomer’smind,whicharerecognizedandconnectedwitheverytimetheycomeintocontactwithoneofyourservicesorproducts.Yourbrandisnotsomethingthatissolelyyours,andnorcanyouentirelycontrolit.Instead,yourbrandisthemutuallycreatedessenceofyourcompany,builtbyyourselvesandyouraudiencelargelythroughthesharingofcontent.Thismeanseachtimeacustomerinteractswithyourcompany;thereisthepotentialforyourbrandtoeitherbestrengthenedorweakeneddependingonthatinteraction.Thatinteractionwithyourbrandcouldbethroughadvertising,yourwebsiteorevenaphoneconversation.Thismeansyouneedeffectivebrandmanagementandsufficientbrandawarenessateveryoutletyourcompanyhasbecause:yourbrandaffectsallofyourcontent.Agoodbrand:buildscompanies,developsastrongsenseofidentityandallowstrustedrelationshipstobuildbetweenbusinessesandtheirclients,andagoodbrandensuresyoustandoutintoday’sincreasinglysaturatedmarketplace.IwillneverbuycoffeefromtaxdodgingStarbucksagainpersonally.RTand#SpreadtheCheer5outof5 18March2013Beautiful!elelellieSize:UK6/US2Thisdressreallyisamazing.Iamasize6andthedressfitsperfectly!Itsmadeoutofgoodmaterialanditsreallycomfortable.Itsdefinitelyworththemoney!!!Sharethisreview:Wasthishelpful?Yes(20)NoReportPostacomment
  9. 9. YESTERDAYYOU SAIDTOMORROWCLOUDSPOTTING B�‘A�������-�������’Stop,Read,Think.Change.Ifyouknowyouraudienceandyouknowyourbrand,youknowhowyourcontentisgoingtolook,sound,feel,communicateandinteractwiththataudience.Thisisthevalueofthoroughlyundertakingthefirstthreestepsofcreatingyourcontentmarketingstrategy.Afterall:goodcontentmarketingshouldmakeatargetcustomer,stop,read,thinkandbehavedifferently,irrelevantofwhetherthattargetcustomerisanindividual(B2C)oranothercompany(B2B).“Iwilldoittoday!”
  10. 10. CLOUDSPOTTING B�‘A�������-�������’B2BContentMarketing80%ofbusinessdecision-makersprefertogetcompanyinformationinaseriesofarticlesversusanadvertisement.70%saycontentmarketingmakesthemfeelclosertothesponsoringcompany.60%ofconsumersfeelmorepositiveaboutacompanyafterreadingcustomcontentonitssite.91%ofB2Bmarketersusecontentmarketing.B2CContentMarketing86%ofB2Cmarketersusecontentmarketing.70%ofconsumersprefergettingtoknowacompanyviaarticlesratherthanads.Accordingto37%ofmarketingmanagers,themostimportantchannelforengagingcustomersiscontent-ledwebsites.90%ofconsumersfindcustomcontentuseful,and78%believethatorganizationsprovidingcustomcontentareinterestedinbuildinggoodrelationshipswiththem.Vs’
  11. 11. CLOUDSPOTTING B�‘A�������-�������’B2B&B2CstatisticsinsightsThesestatisticsdemonstratethatcompaniestalktotheircustomersinmeaningfulconversationswhetherinB2BorB2Cenvironments.YouraudienceismadeupofPEOPLE,not:prospects,salestargets,buyers,tradersorpublicsandthesePEOPLE,preferuseful,interestingcontentratherthanadsandsalespitches.
  12. 12. CLOUDSPOTTING B�‘A�������-�������’Marketingpeoplewanttoreceive!Imaginethis,whatifyoucouldgoonestepfurtherandcreatecontentthatyourtargetaudienceactuallylookedforwardtoreceiving?Thetrickistocommunicatewithyourtargetaudienceswithoutdirectlyselling,soinsteadofpitchingandpromotingyourproductsandservices,youshouldbeprovidingcontenttoyourtargetaudiencewhichservestomakethembetterinformed.Thetheoryisthatbydeliveringconsistentlyhighquality,valuableandrelevant(thosewordsagain)informationtoyourtargetaudience,theywillultimatelyrewardyoureffortswiththeirbusinesslongterm.Wecouldsave youmoney...
  13. 13. CLOUDSPOTTING B�‘A�������-�������’TipsandTricks...Totakeittothenextlevel,wherepeopleactuallyawaityourcontentmarketingwithbaitedbreath,youneedtobecreativewithitaswellasvaluableandrelevant.Hereisafewtipstohelpyougetstarted.ThinkbeyondyourkeywordstocreatesomethingnewandexcitingTo�indoriginalcontent,lookforinspirationthat’stheopposite,keepaneyeoutforthecontentpeoplearen’tlookingfor,thegapsinthesearchresultsthatdoappear.Ifyouhavecreatedapieceofcontentinonemedium,forexampleavideo,seeifyoucantakeitfurther,turnitintoablogpost,infographicorimage.Anotherwaytocomeupwithoriginalcontentistotalktoyourownteamorbetterstillyourownclients.GeneratecontentbasedonaudiencefeedbacksuchascommentsandespeciallyquestionsFindoutwhatpiecesofyourcontentweresuccessfulandwhy,thisistheplan,test,reviewformula.AVOID“HaveyouheardtheoneabouttheSEOexpertwhowalksintothebar,publichouse,pubs,bars,publichouses,Irishpub,liquorhouse,drinks,beer,ale,wine...?”
  14. 14. CLOUDSPOTTING B�‘A�������-�������’BuildyourbrandArmyIfyougettogripsproducingrelevant,valuableandcreativecontentthechancesareyoucanmoveyourcustomerstowardsbeing‘passionatesubscribers’andifyoucandothisthenyouarereallyachievingsomethingwithyourcontentmarketing.PassionateSubscribersarethepeoplethatcreatefansites,write,shareandevangelizeyourbrandbecausetheywantto.ForexampleconsiderApple:1.Theyhavenosocialmediapresenceacrossanysite2.Theyhavenoblog3.SeeminglytheyhavenocontentmarketingstrategyatallButthereareApplefansites,articlesaboutAppleandindividualswhopromote,recommendandprotecttheApplebrand.ThesearepassionatesubscribersofwhichApplehasanentirearmyandthisshouldbeyourultimategoalforyourcontentmarketingtoo,tobuildanarmyofconsumerspassionateaboutyourbrandandwillingtofightforit.Content,particularlycontentproducedbyhappycustomersisoneof,ifnottheone,mostpowerfulwayoffulfillingyourbusinessobjectives.@HugeAppleFanFanandpromoterofeverythingApple!LovemynewAppleiPhone,EVERYONEshouldgetone!about1houragoviaiPad
  15. 15. CLOUDSPOTTING B�‘A�������-�������’Findtherightchannels:MobileFirstandforemostyoumustunderstandwhichmarketingchannelsarerightforyou.Thisiswhereyouraudiencecomestoyouraidyetagain.Understandwhoisusingyourcontentandforthepurposesofmarketingit,howtheywanttoreceiveitfromyou.#1MobileDevicesPeopleareincreasinglyusingmobiledevicetousetheinternetandreademail.Understandhowyouraudienceisaccessingyourcontent(aretheyusingsmartphones,tablets,desktopsoramixture?)andhow,ifatall,thatmightaffectthecontentyourareproducing.Look Great OnEvery PlatformLook GreatOn EveryPlatformLookGreat OnEveryPlatformContentMarketingisthetechniqueofcreatingcommunicativeinformationthatisvaluableandrelevanttoaspecifiedtargetaudience,withthepurposeofengagingthemanddrivingthemtowardsanactionwhichisprofitabletothecompany.ContentMarketingisthetechniqueofcreatingcommunicativeinformationthatisvaluableandrelevanttoaspecifiedtargetaudience,withthepurposeofengagingthemanddrivingthemtowardsanactionwhichisprofitabletothecompany.ContentMarketingisthetechniqueofcreatingcommunicativeinformationthatisvaluableandrelevanttoaspecifiedtargetaudience,withthepurposeofengagingthemanddrivingthemtowardsanactionwhichisprofitabletothecompany.
  16. 16. CLOUDSPOTTINGB�‘A�������-�������’#2socialmediaDoesyouraudienceusesocialmedia?Ifso,aretheytweeters(twitter)orpinners(Pinterest)?DotheyuseLinked-inoraretheyonFacebook?Findtherightchannels:Social@TwitterGirlOfficeWorkerFeelingprettyfreshforaMondaymorning!#6amstartaboutaminuteagoMrCloudspottingcheckedinat:‘TheOffice’20minutesagonearLeeds,England
  17. 17. are yousuccessfullymarketingyourcontent?CLOUDSPOTTING@Leedswebagency/cloudspottingagency/cloudspottingwww.cloudspotting.co.uk
  18. 18. Referenceswww.contentmarketinginstitute.com/2013/01/content-marketing-strategies-for-social-media/www.b2bmarketinginsider.com/content-marketing/the-content-marketing-checklist-for-b2b-marketerswww.econsultancy.com/uk/blog/61898-10-ways-to-create-a-great-content-campaign?utm_medium=feeds&utm_source=blogwww.contentmarketinginstitute.com/2012/11/42-content-marketing-ideas-for-2013/www.contentmarketinginstitute.com/2013/01/content-marketing-strategies-for-social-media/www.marketeer.kapost.com/2013/01/content-marketing-building-blocks-targeted-content/www.valuablecontent.co.uk/how-to-write-content-so-that-search-engines-will-find-you-and-people-will-like-you/www.forums.seochat.com/search-engine-promotion-29/how-many-keywords-should-i-use-page-445961.htmlwww.blog.searchengineacademy.com/blog/seo/why-is-content-marketing-important-for-business-seo-isnt-everything-after-all/www.mashable.com/2012/08/02/technology-companies-content-marketing/www.contentmarketinginstitute.com/developing-a-strategy/******www.contentmarketinginstitute.com/what-is-content-marketing/www.contentmarketinginstitute.com/what-is-content-marketing/www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/www.contentmarketinginstitute.com/2012/11/2013-b2c-consumer-content-marketing/www.contentmarketinginstitute.com/2012/11/2013-b2c-consumer-content-marketing/www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/www.the-cma.com/uploads/documents/cma-01.jpgwww.engage.tmgcustommedia.com/2011/07/content-marketing-stats/Econsultancy/Outbraincontentmarketingsurveyresults

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