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".

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

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  • 1. HOW CONTENT MARKETINGis changing everything @maggiefox Founder & CEO, Social Media Group maggie@socialmediagroup.com
  • 2. Present state of marketing:your biggest challengeWhat’s holding you back?Four steps to earning attentionand delivering results
  • 3. Present state ofmarketing
  • 4. No filters
  • 5. No filters+Low barrier to entry
  • 6. No filters+Low barrier to entry=High noise:signal
  • 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. “Old” media companies are feeling similar PAIN……More than 50% of US printadvertising has DISAPPEAREDsince 2005. TV viewership is at 1990 LEVELS.
  • 9. It’s not becauseads suddenly brokeor newspapers gotboring. The issue isfragmentation ofattention.
  • 10. You now have to earnattention in a billion-channel universe
  • 11. quality, alignedhighly targeted earn
  • 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. How do you get there from here?
  • 14. Step 1Listen to your market
  • 15. Step 1Typical sales funnel 1. Awareness 2. Opinion 3. Consideration 4. Preference 5. Purchase
  • 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. 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. Step 2Build the framework
  • 19. Step 2 Umbrella Topic Theme #1 Theme #2 Theme #3 - Subthemes - Subthemes - Subthemes Formats Distribution • Earned • Owned • Paid
  • 20. Step 2 Make good content.
  • 21. Step 2Content: What can it look like?
  • 22. Step 2Content: What can it look like?
  • 23. Step 3:Be the right thing,in the right place,at the right time.
  • 24. Step 3Distribution: Digg.comYour paid placement appears as astory item within the organic riverof Digg news, with a small“sponsored by” link.
  • 25. Step 3Distribution:Outbrain.com “Outloud”It’s a syndicated contentrecommendation engine that reaches300 million people a month.
  • 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. 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. Step 4Listen to your data
  • 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. Start at the start: listen to youraudienceDevelop your frameworkUnderstand your “3B’s”Listen to your data: test/iterate/refine
  • 31. Thanks.HOW CONTENT MARKETINGis changing everything @maggiefox Founder & CEO, Social Media Group maggie@socialmediagroup.com
  • 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/