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How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
How content marketing is changing everything by Maggie Fox
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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".

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/

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