Content marketing: Producing low-cost content that works
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Content marketing: Producing low-cost content that works

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A take on how to get the basics of content marketing right. It's all about having a content infrastructure in place, knowing what the different content forms are good at, and – of course – knowing ...

A take on how to get the basics of content marketing right. It's all about having a content infrastructure in place, knowing what the different content forms are good at, and – of course – knowing your products and your target groups.

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Content marketing: Producing low-cost content that works Content marketing: Producing low-cost content that works Presentation Transcript

  • CONTENT MARKETING: PRODUCING LOW-COST CONTENT THAT WORKS @JonathanWich / 13.12.2013
  • WHY IS CONTENT MARKETING SO IMPORTANT?
  • The decision journey has changed •  The customer decision journey has changed dramatically in recent years. Today, buyers (except FMCG buyers) do up to 70% of their research online (websites, P2P, social media) and in many cases make their purchasing decision without contacting the supplier / sales rep. The average purchase decision is 57% complete, and more than 10 information sources have been consulted, by the time a supplier is engaged. Learn Predominantly Marketing Define Needs Access Options Make Decision Predominantly Sales Source: CEB, 2012
  • What must your content do for you? •  •  Taking the altered customer decision journey into account brands need to produce online content that can do the job on its own – right from creating impact to convincing them to buy. In short, content should be produced to do at least one of the following three things: 1.  CREATE IMPACT 2.  COMMUNICATE 3.  CONVINCE
  • What does “communicate” mean? •  •  “Communicate” (see last slide) includes the capability to involve, educate, nurture, stimulate interest and keep the brand or product top-of-mind. The communication is the ongoing dialogue-oriented content (e.g. blog posts and eye-level videos), and the vast majority (70-80%) of content produced will usually belong to this category. Content marketing is as relevant for B2C as it is for B2B. This is Coca-Cola’s new corporate website. It’s 100% content marketing. Source: http://www.cocacolacompany.com/  
  • The B2B sales funnel has changed too Demand is being shaped NB: Brands can play a part here too. Pre-funnel engagement is about sharing knowledge to make potential buyers aware that they have a problem – and need to purchase something in order to solve it. Impact Ultra short-form Make people know you are there, via SEO, social media etc. Communication Short-form Give them a reason to visit your website via blog posts, infographics, videos etc. Convince Purchase Long-form Convince them through articles, guides, whitepapers, free e-books, webinars, demos etc.
  • What is the biggest challenge for content marketers? •  •  According to the Content Marketing Institute the biggest challenge (or headache) is the actual production of content. What’s missing is a clearly defined (and well-functioning) content infrastructure. It’s not necessarily about budgets.
  • HOW DO YOU PRODUCE LOWCOST CONTENT THAT WORKS?
  • It all begins with having a content infrastructure Dedicated staff Internal copywriters, journalists, campaign managers, videographers etc. External hired professionals Agencies or freelance content producers hired by the company Voluntary staff From all functions – contributing with blog posts, photos, video etc. External voluntary professionals Journalists, bloggers etc. publishing on own site or doing guest posts Engaged fans and followers All sorts of stakeholders – e.g. photos via Instagram or retweetable tweets Content
  • You need content in many forms (sorted by length) The 15 sec. interaction Ultra short-form Short-form Content shared directly on social networks, e.g. photos on Instagram, videos on Vine, a fact or a famous quote. The 2-3 min. interaction The short-form is actually not that short: It includes blog posts, 90 sec videos and infographics. The >10 min. interaction Long-form The long-form includes online articles, e-books, podcasts, webinars , whitepapers, video guides etc. In principle, it includes hard copy books and articles too.
  • ANALYZING THE MOST COMMON CONTENT FORMS BY WHAT IT TAKES AND WHAT IT DOES
  • Production time (cost) vs. consumption time •  Long and short refers to the time it takes for users to consume or digest the content, not the time it takes to produce it (or the external cost). •  Here’s a comparison of production time vs. consumption time using eight regular content forms: Instagram Blog post Video Infographic Podcast Webinar E-book Whitepaper = Production time = Consumption time
  • Adding the ability to create impact •  Here, impact is defined as getting people’s attention. Simply saying “Hi!” (which cannot be done by waving a whitepaper). Instagram Blog post Video Infographic Podcast Webinar E-book Whitepaper = Production time = Consumption time = Ability to engage
  • Adding the ability to convince •  Content can be of a more or less convincing nature. •  In general, the content that’s most engaging is not very convincing (except for FMCG) – so you often need a good mix of content. Instagram Blog post Video Infographic Podcast Webinar E-book Whitepaper = Production time = Ability to engage = Consumption time = Ability to convince
  • WHICH OF THESE TYPES OF CONTENT WILL YOU BE ABLE TO SOURCE FOR FREE? AND WHICH ARE YOU WILLING TO PAY FOR?
  • And when you do decide to spend… •  The key when hiring agencies etc. to produce content for you is to make sure that: 1.  The content or solution produced is reusable and has a lasting value; 2.  It lends it self to many or even all of the previously mentioned formats.
  • THE END