Content Marketing: The currency of the modern marketer
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Content Marketing: The currency of the modern marketer

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The who, what, where, when, how and why of content marketing. First Base Communications shares their views on why B2B marketers are turning to a content marketing approach to generate better quality ...

The who, what, where, when, how and why of content marketing. First Base Communications shares their views on why B2B marketers are turning to a content marketing approach to generate better quality leads.

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Content Marketing: The currency of the modern marketer Content Marketing: The currency of the modern marketer Presentation Transcript

  • Secure Data Copyright First Base Communications Limited | Centric House, 390 Strand, London, WC2R 0TL | hello@hitfirstbase.com | +44 203 542 6644 DRAFT 1 July 2013 Prepared by First Base Communications Content Marketing The currency of the modern marketer
  • MODERN MARKETING MANTRA #1 1. Stop selling and let your customers find you! Customers are using the internet and social media to research solutions for their challenges. Showing we understand and can help through our content will attract them towards our brand early in the buying cycle. The right content at the right stage is critical to accelerating the buying journey in the mind of the customer. Content isn’t king; it’s critical.
  • 6 GOOD REASONS FOR CONTENT MARKETING Buyers are filtering out marketing messages Content informs, not interrupts Buyers are self-sufficient They search & consume information through selected channels Audience engagement relies on understanding challenges Understanding of audiences allows us to connect with prospects on their terms Generate better quality leads Self-selected prospects are worth nurturing to sale and conversion rate is higher Enhanced search visibility More relevant, optimised content will improve access to your business and lower barriers to sale Budget efficiency Good content applies to multiple prospect and customer marketing initiatives and channels View slide
  • SUPPORTING STATISTICS 80% of business decision makers prefer to get company information in a series of articles versus an advertisement 60% of buyers say company content helps them make better product decisions Content marketing costs 62% less per lead than outbound marketing 60% of consumers feel more positive about a company after reading custom content on its site Companies that blog have 55% more website visitorsB2B companies that blog get 67% more leads per month than those who don’t Businesses that blog 16-20 times per month get twice the traffic of sites that blog 4 or less times per month View slide
  • • The strategic application of the right message and the right format at the right stage in the buyer journey • A strategy for communicating our messages in context of what the customer wants to hear • An efficient use of budget for content creation by applying the same content to multiple stages of the buyer journey WHAT IS IT? WHAT IS IT NOT? • A tactic to publish more product specifications • The copy that goes into outbound marketing, emails, brochures etc • More content, costing more money
  • THE CONTENT MARKETING CYCLE  Content marketing is a way for us to engage with suspects, prospects and customers on their terms  We give them valuable information that helps to solve their current challenges, and in return they become more engaged with our brand and deeper into our sales funnel  Ultimately, content marketing is a sales tool designed to deliver better quality leads. The focus is on helping the customer to choose us, rather than pushing what we have to sell onto them
  • CONTENT DRIVEN DEMAND WATERFALL Using content to move prospects down the sales funnel
  • DELIVERING CONTENT ACROSS A BUYER JOURNEY Reputation Demand Creation Sales Enablement Loosening the status quo Committing to change Exploring possible solutions Committing to a solution Justifying the decision Making the selection Stages of the buyer journey Content Marketing and Sales Enablement Education Solution Vendor Selection Create awareness around a new problem Align problem with business issues: drive urgency Help buyer identify needs in solving problem Align solution with specific set of business needs Demonstrate core features and functionality Validate and reinforce choice Touches Research/ Interactive White papers Webcasts/ Events Videos Diagnostic Assessment Tools Case Studies Video Testimonials Solution White papers ROI Analysis Tools Feature Comparisons Value Focused White papers TCO comparison Tools
  • WHAT MAKES OUR CUSTOMERS TICK? How do we apply this? • Persona strategy • Content strategy • Buyer journey • Channels strategy Discussion: • Motivations • Challenges • Pain points • Personal agenda
  • BREAKING IT DOWN Use this template to plan your content
  • WHAT MAKES GOOD CONTENT Audience Format Timing Originality Consequence Relevance Interest Who we are connecting to? Not only job title, but what challenges are they facing that we can help to solve? What type of content will our audience want to consume? Busy directors will prefer bite-size video and blogs than in-depth practicalities for a hands-on expert Reach the prospect at the right point in their buyer journey, or help them to begin a buying journey and we invite them to want more Research the market and the competition – targets won’t consume something they already know So what? Does your content add anything to our target’s life? Is it of real consequence to them, or is it content we want them to consume? Just because we want to say it, doesn’t mean our target wants to hear it. Resist the urge to ‘sell’ in value-added content If a colleague consumed your content, would they learn something new? If you can tell people something interesting, they will come back for more.
  • WHICH FORMATS DRIVE THE HIGHEST RETURN Content with the best ROI according to marketing professional worldwide % of respondents
  • DEVELOPING A CONTENT MARKETING STRATEGY Content audit Content strategy & planning Inspiring content concepts Production & execution Analytics & measurement Inventory Output review Competitors Market needs Objectives Proposition Personas Journey Campaign ideas Hot topics Formats Approvals Publishing Continuity Optimisation Socialising Monitoring Response Reporting Review what already exists Map the customer journey, then map content for each stage Understand challenges and build content that helps resolve them Plan to publish content in line with buyer engagement Analyse behaviour and adapt as needed
  • CONTENT MARKETING DONE WELL  The world’s greatest ever marketing stunt?!  $500m to produce  Aiming to build brand ‘dazzle’  Brand association with ‘on the edge living’  Streamed live to 8 million viewers on YouTube  260 million social mentions – in one day  30,000 media articles worldwide Red Bull Stratosphere
  • CONTENT MARKETING DONE WELL  Posted to ‘revenue marketing’ blog  From 2010  “the world’s first visual depiction of the interrelationship among marketing blogs.  Designed as a both a blog list and an infographic  Blog views up by x40  175 inbound links for SEO  Social sharing:  700 tweets  2500 Facebook likes  49 sales opportunities  FROM ONE INFOGRAPHIC! Eloqua Blog Tree
  • Secure Data Copyright First Base Communications Limited | Centric House, 390 Strand, London, WC2R 0TL | hello@hitfirstbase.com | +44 203 542 6644 DRAFT 1 July 2013 Prepared by First Base Communications Thank you To learn more about the content marketing approach: Faye Hawkins faye@hitfirstbase.com 020 3542 6644 / 07789 385286