Content marketing trends 2014


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Presented as a webinar by Stephen Bateman at the Smart Insights Digital Marketing summit.

Published in: Business, Technology
  • Hi all, if you want to improve your content marketing, I've teamed with Richard Hussey, and experienced and respected content writer, to run a Content Marketing Masterclass, using a tried, tested and proven content marketing blueprint to help you devise your 2014 content marketing strategy 

    Join us for the first Content Masterclass in Exeter on February 11th, 2014 where we will share tools and techniques to help you map out your own content marketing blueprint for success in 2014.

    This Masterclass will help you:

    Create deep insightful buyer personas
    Plan a meaningful content calendar + distribution plan
    Create content in different formats your customers actually want
    Engage your audience and grow your business

You will gain exclusive access to The Masterclass Content Marketing Primer and The Content ROI Planner, which publish in February. W

    With all of the tools, techniques and templates we provide on the Masterclass, you will return to your office with a tried, tested and proven content marketing blueprint to help you map out your content plans, ensuring 2014 is your most successful content year yet!
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  • If you'd like to listen to the commentary for this presentation, you can access the webcast on demand for free here - (sorry about the feline and fone lol)
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Content marketing trends 2014

  1. 1. Content marketing trends 2014 Stephen Bateman, The Content Marketing Strategy Expert, Concentric Dots A briefing showing examples of innovative approaches in content marketing to consider for 2014 Digital Marketing Priorities 2014 Brought to you by: #PlanToSucceed
  2. 2. Recommended channel hub page: 2
  3. 3. In 35 mins / 40 slides ➡ Techniques for more potent Content Marketing in 2014 ➡ Big focus on content creation and evaluation ROI ➡ Questions at the end ➡ Please interact using the BrightTALK buttons ➡ Please tweet #PlanToSucceed 3
  4. 4. About you ➡ ➡ ➡ ➡ ➡ ➡ 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 2014 4
  5. 5. Poll #1- About you  Who are you? Please choose one ... 1. 2. 3. 4. 5. Board director Head of department Manager / executive Agency consultant Other 5
  6. 6. About me CONSULTING MEDIA iGlimpse • 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 7 6
  7. 7. Co-author 5 7
  8. 8. Trend #1- It’s Powerful 8 8
  9. 9. It’s Global 8 9
  10. 10. It’s tough 13 10
  11. 11. Poll #2 Your biggest Challenge  What is your biggest content marketing challenge? Please choose one... 1. 2. 3. 4. 5. Content strategy Content frequency Content distribution Content measurement & evaluation Poor methodology 11
  12. 12. It’s tough at the bottom 13 12
  13. 13. What about buyers? 13 13
  14. 14. They’ve evolved... ..their ability to discern, assimilate, use or reject content 13 14
  15. 15. 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. 13 15
  16. 16. McKinsey “disconnect” Top 5 values have un-measurably low presence 13 16
  17. 17. Imperative : A planned, strategic approach Questions •Plan? •Strategy? •Objectives? •Control through analytics? 17
  18. 18. Poll #3 Techniques  Which of these techniques do you rate most? Please choose one... 1. 2. 3. 4. 5. Customer personas Buyer journey mapping Editorial calendar Keyword research Binge writing 18
  19. 19. Deeper level of insights from personas 19
  20. 20. Start Here Better mapping (buying cycle) ➡Use persona profiling ➡Research what they search ➡Use customer language ➡Answer their questions ➡Focus on beginning / middle 60% complete before prospect talks to vendor 20
  21. 21. Better alignment 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. 21
  22. 22. content & customer alignment.. each stage of journey 22
  23. 23. Structured evaluation of content Criteria? •Rev/visit •Demand+ lead gen •Amplify •Brand fit •SEO •Longevity •Authority and Thought Leadership •Individual pain points? •Repurposeability •Risk/reward 23
  24. 24. 24
  25. 25. Quit the crap... " There was a time for more, but that time has passed" ➡Use your research ➡Define quality objective ➡Define what you want your content consumers to do ➡Create content that forces that action ➡Use an editorial calendar and schedule ➡Force deadlines on self / team 13 25
  26. 26. Plan, plan and plan... 26
  27. 27. Example: Discover – Consume - Act Social Networks PDF Direct social messages Slideshare Email Long form interviews Blog Single images All Content & Promotions Search Contribute Download Subscribe Share Attend Conference Consider: “Findability” “Engagement” “Shareability” 27
  28. 28. 1.Created Demand 2.Dominated SERPs • Event Awareness • Registrations, Sessions 43k ebook views - 6 days 1k+ PDF downloads 5k views interviews 500+ social shares 100+ inbound links 28
  29. 29. 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 marketing secret. What secret for achieving success with content marketing will you share? The content marketing world depends on it! 29
  30. 30. Change the focus away from quantity vs quality debate " 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 13 30
  31. 31. Scale influencer and partner outreach How can you find influencers? Who are you Looking for? 31
  32. 32. Expansion in paid media options 32
  33. 33. Leverage huge ecosystem of automated tools to help distribute your content to micro-segments Which paid, owned, earned media should we target? Native ads 33
  34. 34. LinkedIn example 34
  35. 35. Native 35
  36. 36. Huge ecosystem of automated distribution tools to help drive your content to micro-niches Sponsored content Native Ads 36
  37. 37. Gets round online advertising challenge 37
  38. 38. 38
  39. 39. Publishing partnerships (sponsorship) 39
  40. 40. Publishing partnerships (sponsorship) Benefits ➡Needs to add value to reader ➡Forces brands to put needs of consumers first ➡Publishers get new revenue stream to underwrite their editorial 40
  41. 41. Poll #4 Evaluation  How do you rate content marketing performance? Please choose one... I’m not convinced it provides a positive return on Investment 2. There are opportunities in some channels, but ROI is limited 3. I’m convinced it can deliver it can deliver good ROI 4. I need to understand how to evaluate content ROI 1. 41
  42. 42. The need for better evaluation 42
  43. 43. Smarter Evaluation q Do we have the right performance criteria? V Volume: Desktop/Tablet/Smartphone Quality: Desktop/Tablet/Smartphone Value Desktop/Tablet/Smartphone Cost Desktop/Tablet/Smartphone Q V C  Unique visitors  Visits  Page views  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     Cost Cost Cost Cost per per per per thousand (CPM) click (CPC) acquisition (CPA) sale (CPS) 43
  44. 44. Coming soon… Content Marketing ROI Strategy Guide Guide to costing, calculating, evaluating and reporting your return on content marketing investment 5 44
  45. 45. 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. Map content. ➡ 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 schedule. 45
  46. 46. 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 the dial. ➡ 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. *Anish Kaushik 46
  47. 47. My favourite presentation of 2013 47
  48. 48. Book Now! My 2014 Content Masterclass 48
  49. 49. Smart Insights Strategy Guide 5 49
  50. 50. Thank you for your poll participation Your questions please • • Please rate this webcast Best wishes for a prosperous 2014! CONNECT Stephen Bateman 50