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Key initiatives to engage your audience through content marketing

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This is my presentation from the Email Marketing Summit in Brisbane. I was asked to talk about content marketing and its role in email marketing campaigns.

This is my presentation from the Email Marketing Summit in Brisbane. I was asked to talk about content marketing and its role in email marketing campaigns.

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Key initiatives to engage your audience through content marketing Key initiatives to engage your audience through content marketing Presentation Transcript

  • Key initiatives to engage your audience through content marketing Sally Bagshaw Content Strategist Snappy Sentences 18 October 2012 EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Hello! As my Twitter bio says, I’m a… “Snappy web copywriter (www.snappysentences.com), content strategist (webcontentstrategy.com.au), comms professional, L-plate runner, Scrabble addict, founder @ContentBNE” In other words, I LOVE content. EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • Today’s talk will cover• What content marketing is and why it is good for your business.• Where to start with your content marketing efforts.• How to map your content.• Tips on creating content your audience will love.• How and when to develop an autoresponder campaign. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland View slide
  • Content marketing is a hot topic• There’s a lot of information out there on content marketing. Everyone is talking about it. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland View slide
  • But what does it mean?“Content marketing is a marketing techniqueof creating and distributing relevant andvaluable content to attract, acquire, andengage a clearly defined and understoodtarget audience - with the objective of drivingprofitable customer action.” - Content Marketing Institute EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • The benefits of content marketing EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • It can help you stand out from the crowd. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Differentiate yourself from your competitors• Content marketing can help with brand awareness and positioning as well as customer lead generation, sales and retention. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Even the little guys can make it work. EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • There’s something to suit everyone• It doesn’t matter how big or small your business is, or who your customers are, you can still implement a content marketing strategy. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • But, content marketing is not a 24/7 promotional channel EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • Instead, content marketing• Is focused on the audience, not the business.• Builds a strong relationship with the audience – it’s not a one off conversation.• Educates, entertains and provides value to the audience. It meets their information needs.• Is delivered at the right time using the right channel.• Has a hub, a main destination. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Where do you start? EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • First, understand the why EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • The questions to ask• Why are you doing it – what’s the purpose?• How will it link to your business goals?• How does it fit in with your broader content strategy? EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • First, understand the who Then, look at the why EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • The questions to ask• Who are your target audience?• How are you going to segment them?• How will you know what content they want?• Also, who will create the content (internal resources). Do they need any tools or technology to do their job? (E.g. style guides, editorial calendars.) EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • First, understand to the mix Now add what the why EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • The questions to ask• What content do you already have?• How is it distributed?• What’s working, what’s not working? EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Examples of content you may already have• Statistics• Research• Blog posts• Articles• Whitepapers• Sales material• How-to guides• Video demos• Presentations (e.g. Slideshare)• Content libraries (even image libraries)• Case studies• Infographics EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Now for the how EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • The questions to ask• How are you distributing content now? What’s working?• How will you distribute your content in the future? Which channels?• How will you measure the effectiveness of your content marketing? EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • First, understand the whyAnd also consider the when and where EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • The questions to ask• When is the best time to engage with your audience?• What content is best for different stages of the sales cycle?• Use research to know where your audience is hanging out, don’t guess. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Then it’s time to map your content EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • Mapping your content• Can map your content to goals, or map your content to other content. (Or both.)• Each type of content has its strengths depending on what your goals are. For example a blog may be better at lead generation while a white paper may be better at brand awareness. (Or not, it varies by industry.) EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Different types of content are suitable for different stages of the sales process. Source: http://blog.eloqua.com/the-content- grid-v2// EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • Another example of mapping content to your goals. Source: http://www.smartinsights.com/ EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • How to create content your audience will love• It’s all about them.• Make sure it provides value to the audience. Do your research to find out what this is.• Create unique and exceptional content that looks good.• Coca Cola has a 70/20/10 content plan: – 70% “bread and butter content” – 20% “innovate off what works” – 10% “higher risk” EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Red Bull EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Lego EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Econsultancy EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • DPS EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Queenslandholidays/ TQ EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • The Weekend Edition EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • Sitecore EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • Autoresponder campaigns EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • You can use autoresponders for• Welcome messages• Special occasions (like birthdays)• Event reminders• Thank you and follow up offers• Short courses• Tutorials EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Why are autoresponder campaigns good?• They help build a relationship because they have the personal nature of email.• Customers opt-in, so the content can be very specific (e.g. Train for your first 10km, Summer salad menu plan, Learn French in four weeks, Build your first website).• They get people in the habit of opening your emails.• You can use existing content (refresh blog posts, research findings, tutorials).• Good up sell/cross sell value (if you enjoyed this, why not try xxx). EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Creating content for an autoresponder campaign• Autoresponder campaigns are good for content that follows a logical sequence.• Always ensure campaigns are opt-in, not an automatic subscription.• Put the effort in the content quality. Make it look professional too.• Have a clear link back to your website.• Include some sales messaging and a call to action. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Codecademy EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • Babycenter EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Copyblogger EMSA 2012 | Thursday October 18 2012Brisbane Convention and Exhibition Centre | Queensland
  • Finally• Always know the why – why are you doing it? How does it help your business?• Link your content marketing efforts to your overall content strategy (connect the non- marketing channels).• It’s easy to be a publisher, it’s hard to be a great publisher. Play to your strengths and don’t get swept away by trends. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • Continue the conversationEmail: sally@snappysentences.comTwitter: @snappysentencesWeb: www.snappysentences.comImage credits:www.flickr.com/photos/tamaiyuyawww.flickr.com/photos/33193739@N06www.flickr.com/photos/35168673@N03www.flickr.com/photos/vanhahnwww.flickr.com/photos/fcbwww.flickr.com/photos/elwillowww.freedigitalphotos.netwww.flickr.com/photos/scjnwww.flickr.com/photos/manitobamaps EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland