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Contentmarketing2013Content MarketingAssociationIAB4th December 2012Dr Dave ChaffeySmartInsights.com                    1
About Dave Chaffey Books     Online advice and consulting                www.smartinsights.com                          ...
Content marketing 2013 1. A more strategic approach 2. Evaluation 3. Content marketing for mobile platforms            ...
A strategic approach to           content marketing?Effectiveness:              Efficiency:“Doing the right thing”     “Do...
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Coca Cola Content 2020   Link                                6
Content marketing strategy > Effectiveness and Efficiency                                                     7
Investing in outreach   http://www.mumsnet.com/microsites/barclays                                                8
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The Perfect infographic?                             1. Purpose                             2. Key messages             ...
Stelzner: Primary vs Nuclear     TEFL Taster example                                    11Smart Insights Explainer example
Ideas for new content assets                         12
Evaluation – of a single    content asset. E.G. Explainer?                               13
A previous brainstorm of              measures Leads generated/contacts – last click and Google  Analytics assists Reach...
Evaluation – via dashboardSource: KPIs for measuring content marketing success   15
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Coke’s new responsive design                         17
Mobile brand          Mobile brand              discovery            experiences              Mobile search           Desk...
Activating mobilethrough Action (QR) codes       Source: Nellymoser   19
Magazine NFC codeshttp://www.youtube.com/watch?v=eDbDeohJfW4                                             20
The future?http://www.youtube.com/watch?v=yEXEonTlfT0   http://www.youtube.com/watch?v=yEXEonTlfT                         ...
Let’s Connect!                    Questions & discussion welcome                                  Bloguk.linkedin.com/in/...
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Content marketing trends for 2013

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Transcript of "Content marketing trends for 2013"

  1. 1. Contentmarketing2013Content MarketingAssociationIAB4th December 2012Dr Dave ChaffeySmartInsights.com 1
  2. 2. About Dave Chaffey Books  Online advice and consulting www.smartinsights.com About Dave Chaffey • Author of 5 bestselling marketing books first published in 2000, now in their 4th and 5th editions • Manages SmartInsights.com a marketing advice site with paid members in over 50 countries • Online marketing consultant and trainer since 1997 2
  3. 3. Content marketing 2013 1. A more strategic approach 2. Evaluation 3. Content marketing for mobile platforms 3
  4. 4. A strategic approach to content marketing?Effectiveness: Efficiency:“Doing the right thing” “Doing the thing right”• Plan and Strategy • Mobile optimised site vs App• Reach - targeting • Responsive design• Act – activation and • SEO proposition • QR codes. NFC.• Conversion – Sales • Analytics and conversion rate• Engage – Long-term optimisation (CRO)Integrated : Multichannel Avoid “Silos” 4
  5. 5. 5
  6. 6. Coca Cola Content 2020 Link 6
  7. 7. Content marketing strategy > Effectiveness and Efficiency 7
  8. 8. Investing in outreach http://www.mumsnet.com/microsites/barclays 8
  9. 9. 9
  10. 10. The Perfect infographic?  1. Purpose  2. Key messages  3. Communications  4. Design  5. Data  6. Earn the click  7. Built in sharing  8. Innovate  9. Promotion  10. Branding Source: Perfect Marketing Infographic 10
  11. 11. Stelzner: Primary vs Nuclear TEFL Taster example 11Smart Insights Explainer example
  12. 12. Ideas for new content assets 12
  13. 13. Evaluation – of a single content asset. E.G. Explainer? 13
  14. 14. A previous brainstorm of measures Leads generated/contacts – last click and Google Analytics assists Reach potential – shareability Resources – already available for repurposing Alignment with communications priorities = brand positioning Customer-centred vs product centred Longevity Tactical – generate shares and participation Use across platforms SEO Cost 14
  15. 15. Evaluation – via dashboardSource: KPIs for measuring content marketing success 15
  16. 16. 16
  17. 17. Coke’s new responsive design 17
  18. 18. Mobile brand Mobile brand discovery experiences Mobile search Desktop site (natural and paid) (Responsive design?) Mobile publisher Mobile optimised site display ads and (scraped) comparison sites Mobile social Mobile optimised Multichannel networks site (personalised) CompanyConsumer Physical Email on mobile Location and coupon- store devices enabled presence mobile site Mobile app Push notifications on mobile OS Offline prompts from Mobile payment ads: QR/action codes options 18
  19. 19. Activating mobilethrough Action (QR) codes Source: Nellymoser 19
  20. 20. Magazine NFC codeshttp://www.youtube.com/watch?v=eDbDeohJfW4 20
  21. 21. The future?http://www.youtube.com/watch?v=yEXEonTlfT0 http://www.youtube.com/watch?v=yEXEonTlfT 0 21
  22. 22. Let’s Connect! Questions & discussion welcome  Bloguk.linkedin.com/in/davechaffey www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsiwww.facebook.com/davechaffey ghts  Email Newsletter www.smartinsights.comwww.twitter.com/DaveChaffey 22
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