*Conditions apply

Digital Marketing Show
Special Offer…
10% off selected IDM training courses!
Go to theidm.com/academyof...
Content Marketing
‘The only marketing that’s left’

IDM Digital Marketing Show
28th November 2013

www.theidm.com
Your speakers today

Geraint Holliman
Director of Strategy &
Planning and Head of
Content Marketing,
DirectionGroup

Eoin ...
Questions we’re going to try to
answer today
• What actually are ‘content’ and ‘content
marketing’?
• How does content mar...
94%
64%
60%

Of UK marketing professionals use content marketing

Of UK marketers are planning to increase their
content m...
Content Marketing has been around
a long time (1895 actually)

1.5 Million subscriptions
14 languages

Source: http://www....
WHAT IS CONTENT?

7
What is Content ?
“Any information provided by
a brand in a format which is
relevant, compelling and
timely to the audienc...
Why does content matter?
BECAUSE
HAS MADE IT SO
Google turns content into currency!
–
–
–
–
–

Content drives reach – buil...
Inbound versus Outbound
communications
Inbound Marketing
“The process of creating text, audio, video and
other online asse...
What content isn’t
• Me! Me! Me!
• Just brochureware
• Full of overt selling messages
• Same old story in a different form...
Image: Bruce Kasanoff

HOW TO MAKE CONTENT GREAT

12
How do we make our content
epic, awesome or remarkable?
According to the content mavens content must be:
• “Great” (Pulizz...
Qualities of great content

RELEVANT
COMPELLING
TIMELY
Is your content so valuable that customers would pay for it?

14
Think: unanswered questions
• Does your content help customers make a
better decision?
• Ask yourself: What questions do m...
20 great ways to kill buffalo with big stick
#UggBigStickEmporium

WHAT IS CONTENT
MARKETING?
16
Firstly, why content marketing?
“Nobody cares about what
your company does. Nobody
cares about your products.
Nobody cares...
What is Content Marketing?
‘Content marketing is a
technique for creating,
distributing and sharing of
relevant content to...
“Content is king…

...but context is God.”
Gary Vaynerchuk, NY Expo 2012

19
Content doesn’t sit in a vacuum
CONTENT
Blogs, videos,
ebooks, white
papers, podcast,
infographic, etc

SEO

SOCIAL MEDIA
...
Source: Bruce Kasanoff

HOW CONTENT MARKETING
CREATES TRUST
21
“If you can deliver content
that your prospects find
interesting and informative
and entertaining, they’ll see
you as a tr...
Trust in B2B relationships
By helping customers make a
better decision through
content which seeks to
help not hype
Conten...
Image: gapingvoid.com

Think like a PUBLISHER not and advertiser
• Be ‘helpful’ (Jay Baer, ‘Youtility’ 2013)
• Think ‘subs...
“Successful publishing is all
about the reader. . .your
customers. If you are not
solving their pain points with
relevant ...
But let’s be clear here…..
• Yes, you’re in the publishing business, but only
as a means to an end.
• It’s about OUTCOMES,...
4 steps to content marketing
success
1. Build a clear understanding of your customers
2. Audit your current content and ma...
The role of content in the buying
process

60%

of B2B buying decisions are being investigated,
evaluated and compared BEF...
Content throughout the buying journey

Our task

Loosening
Changes
of the
over time
Status
Quo

Committing
Recognition
to ...
Buyer personas

30
Understand what content you
already have
• How well have you addressed the personas with previous
content?
• Audit helps i...
The
Content
Wheel
of Love

News
item on
website

Email to
subscrib
er base

White
paper on
website

Article
marketing
site...
I don’t know what to talk about!
• 1. Chat with customers. Ask something like, "What's your biggest marketing challenge? N...
The 4 types of content success
measure

Consumption

Sharing

Lead Gen

Sales

http://www.slideshare.net/jaybaer/a-field-g...
WHO IS DOING CONTENT
MARKETING WELL?
35
Best practice

http://contentmarketinginstitute.com/education/ultimateebook-100-content-marketing-examples/
Case Study - River Pools
•
•

2008 a tiny, regional pool installer
“What questions do my customers
have unanswered?” blogp...
Case study - Will it Blend?
BEFORE
•
Blendtec - struggling blender manufacturer
•
Declining share, big competitors
•
Great...
Makeitsocialltd.wordpress.com

The end of Interruptive Marketing as we know it

“The notion of marketing to your customers...
“Content is the only marketing left”

Seth Godin

“Content marketing is the future
of marketing”
Prof Don Schultz
CMW 2013...
Contact

GeraintH@directiongroup.com
geraintholliman
/geraintholliman

EoinR@directiongroup.com
@eoinrodgers
/eoinrodgers
...
*Conditions apply

Digital Marketing Show
Special Offer…
10% off selected IDM training courses!
Go to theidm.com/academyof...
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Content Marketing by Eoin Rodgers

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Content Marketing by Eoin Rodgers

  1. 1. *Conditions apply Digital Marketing Show Special Offer… 10% off selected IDM training courses! Go to theidm.com/academyoffer for more details theidm.com/training twitter.com/theidm facebook.com/theidm theidm.com/idmlinkedin
  2. 2. Content Marketing ‘The only marketing that’s left’ IDM Digital Marketing Show 28th November 2013 www.theidm.com
  3. 3. Your speakers today Geraint Holliman Director of Strategy & Planning and Head of Content Marketing, DirectionGroup Eoin Rodgers Tactical Planner, DirectionGroup & Member of the IDM Speaking Faculty 3
  4. 4. Questions we’re going to try to answer today • What actually are ‘content’ and ‘content marketing’? • How does content marketing build customer trust? • How to make your content 'epic'? • Who are the brands that are making content marketing work? • Why did Seth Godin call it 'the only marketing that's left'? 4
  5. 5. 94% 64% 60% Of UK marketing professionals use content marketing Of UK marketers are planning to increase their content marketing budget in 2014 Of senior UK marketing professionals believe that in future brands will be built by aligning themselves with engaging content Sources: Content Marketing Institute/ DMA - The State of Content Marketing in the UK 2013, Marketing Week 2013 5
  6. 6. Content Marketing has been around a long time (1895 actually) 1.5 Million subscriptions 14 languages Source: http://www.deere.com/wps/dcom/en_US/industry/agriculture/our_offerings/furrow/furrow.page 6
  7. 7. WHAT IS CONTENT? 7
  8. 8. What is Content ? “Any information provided by a brand in a format which is relevant, compelling and timely to the audience’s needs at the point at which they engage with it and that does not overtly seek to sell the brand or its products”(Holliman 2013) 8
  9. 9. Why does content matter? BECAUSE HAS MADE IT SO Google turns content into currency! – – – – – Content drives reach – builds awareness Customers seek it Content aids learning, decision making and purchase Content fuels social media marketing Content facilitates the “inbound” effect 9
  10. 10. Inbound versus Outbound communications Inbound Marketing “The process of creating text, audio, video and other online assets and optimizing them to appear when prospective customers are ready to pull the trigger on a purchase” Jay Baer http://scrapcationgetaway.blogspot.co.uk/ We live in an opt-in world Customers seek you out because of the quality of the information you offer to help them make better decisions. CONTENT IS THE WORM ON THE INBOUND HOOK 10
  11. 11. What content isn’t • Me! Me! Me! • Just brochureware • Full of overt selling messages • Same old story in a different format • Necessarily unique every time you communicate 11
  12. 12. Image: Bruce Kasanoff HOW TO MAKE CONTENT GREAT 12
  13. 13. How do we make our content epic, awesome or remarkable? According to the content mavens content must be: • “Great” (Pulizzi & Barrett 2008), • “Awesome” (Handley & Chapman 2011) • “Remarkable” (Halligan & Shah 2010) The answer is……..don’t
  14. 14. Qualities of great content RELEVANT COMPELLING TIMELY Is your content so valuable that customers would pay for it? 14
  15. 15. Think: unanswered questions • Does your content help customers make a better decision? • Ask yourself: What questions do my customers have which are going unanswered? • Your content should answer those questions 15
  16. 16. 20 great ways to kill buffalo with big stick #UggBigStickEmporium WHAT IS CONTENT MARKETING? 16
  17. 17. Firstly, why content marketing? “Nobody cares about what your company does. Nobody cares about your products. Nobody cares about your services. They want to know is what YOU can do for THEM” David Meerman Scott 17
  18. 18. What is Content Marketing? ‘Content marketing is a technique for creating, distributing and sharing of relevant content to engage customers with brands at the appropriate point in their consideration processes such that it encourages them convert to a business building outcome.’ (Holliman 2013) By the use of: Original content Curated content Licensed content DRIVING PROFITABLE CUSTOMER OUTCOMES User generated content Interactive content (tools) 18
  19. 19. “Content is king… ...but context is God.” Gary Vaynerchuk, NY Expo 2012 19
  20. 20. Content doesn’t sit in a vacuum CONTENT Blogs, videos, ebooks, white papers, podcast, infographic, etc SEO SOCIAL MEDIA On-page/off-page link building keyword analysis Twitter, LinkedIn, forums blogs, portals It needs to be integrated with other marketing activities 20
  21. 21. Source: Bruce Kasanoff HOW CONTENT MARKETING CREATES TRUST 21
  22. 22. “If you can deliver content that your prospects find interesting and informative and entertaining, they’ll see you as a trusted source of information - an adviser” Handley & Chapman , ‘Content Rules’, 2010 22
  23. 23. Trust in B2B relationships By helping customers make a better decision through content which seeks to help not hype Content builds trust in the brand Trusted brands then become the ‘authority’ and thought leaders in the market space Thought leadership is earned by actions Shared Values Nonopportunistic behaviour TRUST Interdependence Quality communication Peppers & Rogers, ‘Managing Customer Relationships’, 2011 23
  24. 24. Image: gapingvoid.com Think like a PUBLISHER not and advertiser • Be ‘helpful’ (Jay Baer, ‘Youtility’ 2013) • Think ‘subscribers’ not ‘customers’ • Is your content so good customers would pay for it? 24
  25. 25. “Successful publishing is all about the reader. . .your customers. If you are not solving their pain points with relevant and compelling content, you are adding to the noise, the clutter.” Joe Pulizzi & Newt Barrett , ‘Get content, get customers’, 2009 25
  26. 26. But let’s be clear here….. • Yes, you’re in the publishing business, but only as a means to an end. • It’s about OUTCOMES, not eyeballs • “Work backwards to make your content marketing program a driver of revenue, not just page views.” Jay Baer, “The NOW Revolution” 2011 26
  27. 27. 4 steps to content marketing success 1. Build a clear understanding of your customers 2. Audit your current content and map to the customer journey 3. Create an editorial calendar 4. Set your success criteria Content is an approach, NOT a campaign
  28. 28. The role of content in the buying process 60% of B2B buying decisions are being investigated, evaluated and compared BEFORE the selling brand is even contacted (and this figure is rising) 87% Source: SiriusDecisions/Harvard Business Review, July 2012 of B2B purchasers say that content has an moderate or major impact on vendor selection Source: CMO Council 2013
  29. 29. Content throughout the buying journey Our task Loosening Changes of the over time Status Quo Committing Recognition to Change of needs Early stage awareness Awareness and early need identification Press/online advertising Videos Event attendance Web presence Activity Search & social Analyst reports & white papers Owned Research Industry bodies & associations Testimonials Analyst reports Our own events & webinars White papers & guides Social media listening & participation Vendor Selection Solution Education Defining Problem the defined problem Influence how they define their problem and solution... Case study videos Exploring Evaluate Possible options Solutions Committing to a Solution Demonstrate we have the most compelling proposition Case studies Word of mouth (Advocacy) ROI aides Campaign microsites (pURLs) Recommendations and references Tailored product proposition Formal sales presentations Peer Forums Practical ‘how to’ guides Justifying the Decision Close the sale and maximise the value of the deal. Making the Selection Ensure seamless customer onboarding – max. time to value Competitive analysis Welcome packs ROI calculator ‘Get the most from’ guides SALES ENABLEMENT: -Apps - Flipbooks - Training - Battle cards -Sales presentation Customer portal – and community User group events Newsletters Targeted ads Press/PR Thought leadership content 29
  30. 30. Buyer personas 30
  31. 31. Understand what content you already have • How well have you addressed the personas with previous content? • Audit helps identify holes and how to be repurposed. • Who owns the content? How is it updated? • What unanswered questions did it answer? • Gather all your previous content into one location • THINK: what is genuine content and what is just sales B.S.? Type of content Topic covered Buyer persona Leads/ customer Dates created 31
  32. 32. The Content Wheel of Love News item on website Email to subscrib er base White paper on website Article marketing site Webinar/ ebook Press release to offline Tweet Video on website/ YouTube Facebook CONTENT FORMATS 3 minute interview on Podcast Audio Video Text Interactive LinkedIn Blog post 10-slide slide share on website Banner ads Affiliate sites Newsletter item Infographic Submit article to trade mag eMail footer Create a wiki 32
  33. 33. I don’t know what to talk about! • 1. Chat with customers. Ask something like, "What's your biggest marketing challenge? Name one business goal for 2014." • 2. Interview luminaries. Q&A interviews with thought leaders, strategic partners, creative thinkers • 3. Share real-time photos. Configure your blog to work with Flickr so that you can upload photos from industry events, meet-ups, or other gatherings. • 4. Ask customer service. What are customers contacting us about? What problems do they have • 5. Monitor search keywords. What keywords are people using when they land on your blog • 6. Monitor social media keywords, too. Monitoring social conversations and trending keyword topics on Twitter, blogs, and social status updates • 7. Research online. Use something like Google AdWords Keyword Tool to determine what people are searching for. • 8. Trawl industry news. Share an opinion about a recent news story that`s affecting your industry or audience. • 9. Get inspired by your own passions. piqued curiosity that draws in more readers. • 10. Go behind the scenes. Show things that your readers or followers don't usually get to see. • 11. Go to an event. Before , during and after an event, talk about what you hope to get out of it, • 12. How—to content. Any type of content that helps someone create something or solve a problem has value for others • 13. Best practices or productivity tips. Do you have tips or tricks to be more effective in an area? • 14. Reach into your community. Create content that showcases your readers, viewers, commenters, and other active members of your community • 15. Dig in the archives. lf you've been creating content for a while, what have you done that you might revisit or update? 1 • 16. Invite guest posts. Give your readers or employees the chance to create a guest post for your blog. • 17. Check out your competitors. What are your competitors creating content around? • 18. Create a regular content series. A themed series is a great way to help you create regular content. • 19. Mine Facebook, Linkedln, SlideShare, and other social networks. Find a LinkedIn question you`d like to address and answer it; • 20. Start a meme. A meme is simply an idea that is spread from individual to individual, culturally. • 21 Offer your two penn’th. Review a book, iPhone app, favourite news sites, wallpaper sources, whatever. • 22. Channel your inner surly teenager. Take the opposing or contrarian view on an issue that`s on your mind or in the news, or in your industry • 23. Host an event . Schedule after—hour drinks, lunch, or even morning coffee around a topic or theme and invite everyone who might want to come. Encourage people to document and share the event in whatever • 24. Curate the voices of many. Are your employees creating content of any sort • 25. Curate from elsewhere, too. Curating content & news from several must-read sources to a central location helps create a valuable destination site for readers. 33
  34. 34. The 4 types of content success measure Consumption Sharing Lead Gen Sales http://www.slideshare.net/jaybaer/a-field-guide-to-the-4-types-of-content-marketing-metrics 34
  35. 35. WHO IS DOING CONTENT MARKETING WELL? 35
  36. 36. Best practice http://contentmarketinginstitute.com/education/ultimateebook-100-content-marketing-examples/
  37. 37. Case Study - River Pools • • 2008 a tiny, regional pool installer “What questions do my customers have unanswered?” blogposts “My goal is to give more valuable, helpful and remarkable content to consumers than anyone else in the field, which will in turn lead to more sales” Marcus Sheridan ,CEO • Blogpost, videos and an ebook ‘How to buy a pool – without getting ripped off’ • Despite recession now has 5% market share (USA) 37
  38. 38. Case study - Will it Blend? BEFORE • Blendtec - struggling blender manufacturer • Declining share, big competitors • Great product + Weak branding = Weak Sales October 2006 • Emailed customers ‘What should we blend?’ • Video camera + one white coat • CEO Tom Dickson presents 2013 • 180 videos • 294 millions Youtube views • 700,000 subscribers to YouTube channel • They only tweet and facebook their videos • 700% increase in retail sales solely due to videos http://www.youtube.com/user/Blendtec 38
  39. 39. Makeitsocialltd.wordpress.com The end of Interruptive Marketing as we know it “The notion of marketing to your customers by repeatedly interrupting them with advertising or other marketing messages is simply not enough any more - the web has changed the rules” Seth Godin 39
  40. 40. “Content is the only marketing left” Seth Godin “Content marketing is the future of marketing” Prof Don Schultz CMW 2013 40
  41. 41. Contact GeraintH@directiongroup.com geraintholliman /geraintholliman EoinR@directiongroup.com @eoinrodgers /eoinrodgers 41
  42. 42. *Conditions apply Digital Marketing Show Special Offer… 10% off selected IDM training courses! Go to theidm.com/academyoffer for more details theidm.com/training twitter.com/theidm facebook.com/theidm theidm.com/idmlinkedin
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