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Content marketing trends for 2013

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Content marketing examples

Content marketing examples

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  • 1. Contentmarketing2013Content MarketingAssociationIAB4th December 2012Dr Dave ChaffeySmartInsights.com 1
  • 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. Content marketing 2013 1. A more strategic approach 2. Evaluation 3. Content marketing for mobile platforms 3
  • 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
  • 6. Coca Cola Content 2020 Link 6
  • 7. Content marketing strategy > Effectiveness and Efficiency 7
  • 8. Investing in outreach http://www.mumsnet.com/microsites/barclays 8
  • 9. 9
  • 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. Stelzner: Primary vs Nuclear TEFL Taster example 11Smart Insights Explainer example
  • 12. Ideas for new content assets 12
  • 13. Evaluation – of a single content asset. E.G. Explainer? 13
  • 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. Evaluation – via dashboardSource: KPIs for measuring content marketing success 15
  • 16. 16
  • 17. Coke’s new responsive design 17
  • 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. Activating mobilethrough Action (QR) codes Source: Nellymoser 19
  • 20. Magazine NFC codeshttp://www.youtube.com/watch?v=eDbDeohJfW4 20
  • 21. The future?http://www.youtube.com/watch?v=yEXEonTlfT0 http://www.youtube.com/watch?v=yEXEonTlfT 0 21
  • 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