HOW CONTENT MARKETINGis changing everything                                  @maggiefox                Founder & CEO, Soci...
Present state of marketing:your biggest challengeWhat’s holding you back?Four steps to earning attentionand delivering res...
Present state ofmarketing
No filters
No filters+Low barrier to entry
No filters+Low barrier to entry=High noise:signal
That last point is probably themost significant…     …62% of advertisers feel that    traditional TV ads are NOT AS EFFECT...
“Old” media companies are             feeling similar PAIN……More than 50% of US printadvertising has DISAPPEAREDsince 2005...
It’s not becauseads suddenly brokeor newspapers gotboring. The issue isfragmentation ofattention.
You now have to earnattention      in a billion-channel                  universe
quality, alignedhighly targeted earn
What content marketing looks like:non-blogging social media (79%)article posting (78%)in-person events (62%)e-newsletters ...
How do you get there         from here?
Step 1Listen to your market
Step 1Typical sales funnel                   1. Awareness                    2. Opinion                  3. Consideration ...
Step 1Sample sales funnel from a contentperspective                  1. General/adjacent                        topics    ...
Step 1Sample sales funnel and the “3B’s”           Borrowed         1. General/adjacent                                  t...
Step 2Build the framework
Step 2                       Umbrella Topic         Theme #1         Theme #2      Theme #3         - Subthemes     - Subt...
Step 2         Make good content.
Step 2Content: What can it look like?
Step 2Content: What can it look like?
Step 3:Be the right thing,in the right place,at the right time.
Step 3Distribution: Digg.comYour paid placement appears as astory item within the organic riverof Digg news, with a small“...
Step 3Distribution:Outbrain.com “Outloud”It’s a syndicated contentrecommendation engine that reaches300 million people a m...
Step 3Case Study: Financial ServicesResults:1. 1,293,347 clicks from 445,250,000   impressions (CTR of 0.290%)2. Average c...
Step 3Case Study: SAP Business OneGoal: traffic/awareness1. 0.3% CTR2. Total impressions: 8.6mm3. CPC of $.14/CPM of $.424...
Step 4Listen to your data
Step 4 What is your data telling you? 1. High Quality Content           • Optimized for digital • Entertainment quality or...
Start at the start: listen to youraudienceDevelop your frameworkUnderstand your “3B’s”Listen to your data: test/iterate/re...
Thanks.HOW CONTENT MARKETINGis changing everything                                  @maggiefox                Founder & CE...
Images sources:Slide #1: www.flickr.com/photos/library_of_virginia/3596005520/Slide #9: ©iStockphoto.com/-Antonio-Slide #1...
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How content marketing is changing everything by Maggie Fox

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SAP Social Media Day 2012 (#SMW12) presentation by Social Media Group Founder & CEO Maggie Fox on "How content marketing is changing everything".

How content marketing is changing everything by Maggie Fox

  1. 1. HOW CONTENT MARKETINGis changing everything @maggiefox Founder & CEO, Social Media Group maggie@socialmediagroup.com
  2. 2. Present state of marketing:your biggest challengeWhat’s holding you back?Four steps to earning attentionand delivering results
  3. 3. Present state ofmarketing
  4. 4. No filters
  5. 5. No filters+Low barrier to entry
  6. 6. No filters+Low barrier to entry=High noise:signal
  7. 7. That last point is probably themost significant… …62% of advertisers feel that traditional TV ads are NOT AS EFFECTIVE AS THEY USED TO BE.
  8. 8. “Old” media companies are feeling similar PAIN……More than 50% of US printadvertising has DISAPPEAREDsince 2005. TV viewership is at 1990 LEVELS.
  9. 9. It’s not becauseads suddenly brokeor newspapers gotboring. The issue isfragmentation ofattention.
  10. 10. You now have to earnattention in a billion-channel universe
  11. 11. quality, alignedhighly targeted earn
  12. 12. What content marketing looks like:non-blogging social media (79%)article posting (78%)in-person events (62%)e-newsletters (61%)case studies (55%)blogs (51%)white papers (43%)webinars/webcasts (42%)
  13. 13. How do you get there from here?
  14. 14. Step 1Listen to your market
  15. 15. Step 1Typical sales funnel 1. Awareness 2. Opinion 3. Consideration 4. Preference 5. Purchase
  16. 16. Step 1Sample sales funnel from a contentperspective 1. General/adjacent topics 2. Solution-based content 3. Case Studies 4. Customer stories/testimonials 5. Product information
  17. 17. Step 1Sample sales funnel and the “3B’s” Borrowed 1. General/adjacent topics Bought 2. Solution-based content Built 3. Case Studies +UGC: enabled and harvested – at scale 4. Customer stories/testimonials 5. Product information
  18. 18. Step 2Build the framework
  19. 19. Step 2 Umbrella Topic Theme #1 Theme #2 Theme #3 - Subthemes - Subthemes - Subthemes Formats Distribution • Earned • Owned • Paid
  20. 20. Step 2 Make good content.
  21. 21. Step 2Content: What can it look like?
  22. 22. Step 2Content: What can it look like?
  23. 23. Step 3:Be the right thing,in the right place,at the right time.
  24. 24. Step 3Distribution: Digg.comYour paid placement appears as astory item within the organic riverof Digg news, with a small“sponsored by” link.
  25. 25. Step 3Distribution:Outbrain.com “Outloud”It’s a syndicated contentrecommendation engine that reaches300 million people a month.
  26. 26. Step 3Case Study: Financial ServicesResults:1. 1,293,347 clicks from 445,250,000 impressions (CTR of 0.290%)2. Average cost per click (CPC) $0.13, and CPM of $0.363. 950 business leads generated (0.07% conversion rate)4. 6,383 pieces of branded content downloaded (0.5% conversion rate)5. 400% increase in conversions within 3 months6. Cost per sale well below CPS from search or PPC
  27. 27. Step 3Case Study: SAP Business OneGoal: traffic/awareness1. 0.3% CTR2. Total impressions: 8.6mm3. CPC of $.14/CPM of $.424. 400% increase in channel subscribers
  28. 28. Step 4Listen to your data
  29. 29. Step 4 What is your data telling you? 1. High Quality Content • Optimized for digital • Entertainment quality or highly targeted (Earned Media or Owned Media) 2. Platforms Paid Placement, delivered to audiences actively3. Engagement METRICS consuming relevant editorial content “Converse or Convert” Traffic
  30. 30. Start at the start: listen to youraudienceDevelop your frameworkUnderstand your “3B’s”Listen to your data: test/iterate/refine
  31. 31. Thanks.HOW CONTENT MARKETINGis changing everything @maggiefox Founder & CEO, Social Media Group maggie@socialmediagroup.com
  32. 32. Images sources:Slide #1: www.flickr.com/photos/library_of_virginia/3596005520/Slide #9: ©iStockphoto.com/-Antonio-Slide #11: http://www.flickr.com/photos/george_eastman_house/3123696152/
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