Content marketing trends 2014
The Content Marketing Strategy Expert,
A briefing showing examples of innovative approaches in content
marketing to consider for 2014
Digital Marketing Priorities 2014
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In 35 mins / 40 slides
➡ Techniques for more potent Content Marketing in
➡ Big focus on content creation and evaluation ROI
➡ Questions at the end
➡ Please interact using the BrightTALK buttons
➡ Please tweet #PlanToSucceed
You think about content a lot
You experiment with content
You’re in a marketing / customer facing / PR role
You’re curious - you’re eager to learn / improve
Your time is valuable
You want actionable takeaways you can use in
Poll #1- About you
Who are you? Please choose one ...
Head of department
Manager / executive
• I get RSS feeds from experts
• Drink from a hosepipe of content
influencers on Twitter
Make folders of the best stuff
I write, talk, train, breath, sleep
and implement content marketing
I see a therapist for my addiction
..their ability to discern, assimilate, use or reject content
Faster than marketers...
➡ 20% of a Corporate Web pages drive 90% of Web
traffic on average,
➡ 0.5% of Corporate Web site's content drives 50%
of Web traffic on average
➡ For every 10 articles created for a Web site, only
one or two drive meaningful traffic.
Top 5 values have un-measurably low presence
Imperative : A planned, strategic approach
Poll #3 Techniques
Which of these techniques do you rate most?
Please choose one...
Buyer journey mapping
Deeper level of insights from personas
Better mapping (buying cycle)
➡Use persona profiling
➡Research what they
➡Use customer language
➡Answer their questions
➡Focus on beginning /
60% complete before prospect talks to vendor
Our future customer wants evidence we understand their problem
Methodology ensures you have the right content (empathy) in the right
channels at the right time to attract strangers (bystanders) , convert visitors
into leads, close deals, and create customers that become your advocates.
content & customer alignment..
...at each stage of journey
Structured evaluation of content
•Demand+ lead gen
Quit the crap...
" There was a time for
more, but that time has
➡Use your research
➡Define quality objective
➡Define what you want your content consumers to
➡Create content that forces that action
➡Use an editorial calendar and schedule
➡Force deadlines on self / team
Plan, plan and plan...
Example: Discover – Consume - Act
Direct social messages
Long form interviews
All Content & Promotions
• Event Awareness
• Registrations, Sessions
43k ebook views - 6 days
1k+ PDF downloads
5k views interviews
500+ social shares
100+ inbound links
One Clever Question
You're a secret agent on a mission and you're
having a rendezvous with your agency contact
after pulling a dangerous undercover operation.
You now have a coveted secret. A content
What secret for achieving success with content
marketing will you share? The content
marketing world depends on it!
Change the focus away from quantity vs
" Marketers ask me how
to make more or better
content, and it’s (..) the
wrong question. The
right question is: how do
I get my content in front
of the right people"
➡Step down content creation and step
up distribution for better results
Scale influencer and partner outreach
How can you
Who are you
Publishing partnerships (sponsorship)
➡Needs to add value to reader
➡Forces brands to put needs of consumers first
➡Publishers get new revenue stream to underwrite
Poll #4 Evaluation
How do you rate content marketing performance?
Please choose one...
I’m not convinced it provides a positive return on
2. There are opportunities in some channels, but ROI is
3. I’m convinced it can deliver it can deliver good ROI
4. I need to understand how to evaluate content ROI
q Do we have the right performance criteria?
40% bounce rate
5% conversion rate
Number of sales or leads
Average order value or selling price
Goal value per visit > Page value
Revenue per visit (E-commerce) > Page value
Content Marketing ROI
Guide to costing, calculating,
evaluating and reporting your
return on content marketing
My tips for 2014
➡ Get out of the building. Spend more time understanding the audience:
where they get info, what their questions are. Map the buyer journey.
➡ Stop playing “content catchup” - think about the value you want to
create, plan and choose the best medium for it.
➡ Do informal lunchtime think session with subject matter experts who
find it difficult to allocate time to content in their daily schedule.
➡ Plan your diary for intensive writing / promotion binges. Take half your
time and budget and allocate to promoting your content.
➡ Schedule big ticket items to events (conferences, webcasts,
interviews). High stake make you focus and force you to keep to
Action to deliver more potent ROI
➡ Avoid being distracted by the wrong kinds of metrics, and reporting
page views and social followers to the boss.
➡ Imagine a pyramid: narrow at the top, wide at the bottom. Strip back
reports for people at the top to the bare essentials - use an “action
dashboard”* and focus away from metrics (data) toward action to move
➡ Treat content as action. Content without action equates to free
publishing! Decide what you want your content to do. Measure and
evaluate each piece of content against your content goals and metrics.
Evaluate your wins and losses. Replay content that demonstrably adds
value to the business.