Content Marketing: What’s all the fuss and why should I be bothered?
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This "beginner's guide to content marketing" will: - help you understand how rich content can boost to brand awareness and loyalty - offers tips on including blogs, video, images, etc. in your marketing strategy - includes ideas for finding the time and inspiration to generate quality content
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Content Marketing: What’s all the fuss and why should I be bothered?
- 1. Leanne Wyvill 30 May 2014 www.presencecommunications.com.au Business Enterprise Centre Ipswich Region
- 2. “creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action… … the belief that if we deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.” http://contentmarketinginstitute.com/what-is-content-marketing/
- 3. “…building familiarity, affinity and trust with prospective and current customers by providing information that resonates – in the right format, through the right channel, at the right time.” http://www.act-on.com/
- 4. You see a gorgeous girl at a party… You go up to her and say, "I'm a great lover." That's Direct Marketing. One of your friends goes up to her and pointing at you says, "He's a great lover." That's Advertising. You get up, straighten your tie, walk over to her and pour her a drink. You open the door for her, pick up her bag after she drops it, offer her a ride, and then say, "By the way, I'm a great lover." That's Public Relations. You go up to her and get her contact details. The next day you call and say "I'm a great lover." And follow it up with an email. That's Telemarketing and E-marketing. You take a selfie with her then post it on face book and tweet about it. That’s Social Media marketing. The next day you write about meeting/encountering/talking to her/that girl/bride-to-be/ and what that means to you/yourself/hunk/Channing Tatum, draw a diagram with funky fonts and illustrated images, and turn the experience into a video clip. That’s Content Marketing. She walks up to you and says, "I hear you're a great lover." That's Brand Recognition.
- 5. An understanding of how rich content can boost to brand awareness and loyalty Tips on including blogs, video, images, etc. in your marketing strategy Ideas for finding the time and inspiration to generate quality content.
- 6. 1. Content marketing costs 62% less than traditional marketing and generates about 3x as many leads. (Demand Metric) 2. 61% of consumers say they are more likely to buy from a company that delivers custom content. (Custom Content Council) 3. 90% of consumers find custom content useful (TMG Custom Media) 4. 78% believe that organizations providing custom content are interested in building good relationships with them. (TMG Custom Media) 5. 27,000,000 pieces of content are shared each day. (AOL / Nielsen) 6. 50% of consumer time online is spent engaging with custom content. (HubSpot) 7. Customers who receive email newsletters spend 82% more when they buy from the company. (iContact) 8. 70% of consumers prefer to get to know a company through original articles. (ContentPlus)
- 7. Tell a story Solve a problem Emotive Relevant Consistent Call to action (feedback, read more, sign up, buy) Snack-able Search-able Share-able Hard-to-resist headline Conversational
- 8. Twitter: I am eating a #donut Facebook: I like donuts Foursquare: This is where I eat donuts Instagram: Here is a vintage photo of my donut Snapchat: That was me eating a donut with my BFF Youtube: Here’s how I eat a donut LinkedIn: My skills include donut eating Pinterest: Here is a donut recipe Google+: I eat donuts in circles Lead magnet: Click here for your free donut report Website: Buy our donuts online Email: Here’s the latest update on donuts Podcast: Hear me eat a donut SlideShare: My presentation about donuts Webinar: Let’s learn how to eat donuts at our desks Blog: 47 ways to eat a donut Infographic:
- 9. Who is your customer? Where do they snack and what do they like to taste? What kind of questions do they ask? Key words and long tails Where do we put our content so customers will find us?
- 10. Where do they eat? What would you place there? How often?
- 11. To get value you have to give value. Time Strategy Resource it – staff, software, outsource Planning Engage Source it Create it – the power of HOW to/many/come/about/is it that… Style it – brand personality Connect it Monitor and measure
- 13. Content marketing is an ongoing conversation with customers served up they way they like it. It has a role in an overall marketing strategy and business growth plan. It’s cost effective. It’s what customers expect. It has choices and channels. It should be able to be snacked on, searched and shared. It’s about telling stories and solving problems. To be effective it has to be consistent, regular, resourced and deliberate. There are many numerous sources for inspiration.