Create an online strategy
Activity audit – establish your baseline
What digital presence do you currently have?
What content do you currently have?
What’s working and what’s not?
What benchmarks are you using to measure success?
What are competitors doing?
What does best practise in other markets look like?
Where does your audience hang out?
What type content do they appear to respond to?
Make a plan
Set some measurable goals
Allocate some dedicated budget
All in (for a period)
Undertake some due diligence, but start the process
Measure and learn (analytics tools)
Finding the right mix
Invest in your own website first
SEO (search engine optimisation)
SEM (search engine marketing)
Build a blog
Social share links
Develop and utilise your own email database
Calendar of activity – content is key
Invest in lead nurturing software
Grow and clean your database
3rd party channels
Industry/Community websites and databases
Online PR & Editorial
Start being social
The classic mix
Do it properly or don’t do it at all
CONTENT IS KEY
Don’t sell....knowledge share / join the conversation
Maybe look to outsource to get started properly
Digital freelance design
Social media management
Email marketing / Lead nurturing
Create great content
What is Content Marketing?
Content Marketing is the creation and sharing of media content
that actively engages, and builds a relationships with customers
It allows brands to have the right types of conversations with their
buyers, in the right way, at the right time, and on the buyers terms.
It gives marketers the ability to focus on ONE STRATEGY that they
can use to tackle MULTIPLE TOUCHPOINTS, across MULTIPLE
Importantly, it allows communications to stay consistent, so they
can build trust, trial, advocacy, and loyalty
Why is it important?
Increase your level of brand awareness
Build stronger customer engagement
Drive advocacy, and loyalty from your buyers
Increase transaction & conversion rates across your business
Change has just begun
A “Perfect Storm” of industry forces is creating unprecedented and
Massive investments in technology infrastructure (NBN,4G)
Huge proliferation of devices. (Apple, Samsung)
Changing Social attitudes has empowered the user.
Mobilisation of the web, increased connectivity and bandwidth.
= all of us having more access to more content, more of the time
Conversations build Relationships
In today’s new media environments communications between a
brand and its users must be thought of as ‘two way’
Brands MUST think in terms of “conversations”
In our digital lives, conversations are had through the creation and
sharing of various forms of content. Some of it pushed, some of it
Traditional media still has a big role to play in helping push content
The buying journey - long and complex
The purchase process can be long, and complex with most
purchase decisions requiring;
A high level of involvement
Over a long period of time
Using multiple sources of information, across multiple channels
Marketers are looking for a way to influence buyers throughout this
process, understanding that they need to build a relationship with
their buyers, well before they consider a purchase
Those relationships are built on trust, and consistency
First you need a Content Strategy
A Content Strategy is a plan for the production and distribution of
What content are you going to produce?
How are you going to make sure it gets seen?
And how are you going to measure the results?
A comprehensive content strategy should encompass a wide range
of content, published across a calendar year, that is designed to
influence the buyer at each stage of the process
Give your buyers the information they want
Up stream: ‘Thought leadership’, and ‘Educational’ content. Focus on
helping define the issues for the buyer, build trust, and identify their
needs. Drive consideration
Down stream: provide content that is more ‘Product & Service’ focussed.
Focus on your brand & ‘the offer’ to differentiate against your competitors
Map your buyer decision making process with a content calendar
Types of content to consider
Types of content to consider
Industry based / thought leadership
Educational / Explanatory / Product
Complicated messaging simplified
Advertorial / Content that Sells
Customer / Client Testimonials
Webinars / Interactive
o Events / Expos
Website SEO - 10 things you must do
1. Keyword selection – research and build content around these key phrases
2. Compelling content – if its not interesting it won’t be shared or acted upon
3. Fresh content – create a blog and news sections an update regularly
4. Good user experience – don’t make it hard for the users, or they will not return
5. Design for mobile – all website should now be responsive design (25% of all traffic is mobile)
6. Meta data – don’t be lazy, ensure page title/description/H1/Alt tags are all optimised
7. Site accessibility – don’t hide content from search engines within images
8. Optimise your page URL’s – include keywords, not code and numbers
9. Encourage social sharing – shared content boosts SEO
10. Regularly check your Google Analytics and Webmaster Tools – invaluable information
Distribute your content
3rd party online channels
LinkedIn sponsored stories
Industry Events & Forums
Your own database
Your own website
Your other channels
Outside influencer channels
Advocates & Bloggers
3rd party channels
Other PR & Media opportunities
Leverage your content
Caroma approach – creation/distribution
Cirrus Media network
...distributed many ways
Content distribution (paid)
Benefits of an integrated approach
86% of the marketing decision-makers surveyed believe successfully
integrating multiple channels under a single integrated marketing
strategy is critical to long term success*
* According to a global survey of marketing decision-makers recently conducted by Forrester research
Learn and refine
Try to measure and report on all marketing activity (online is easier) –
even if its just some simple data initially
Benchmark internally and externally
Review regularly (be disciplined)
Move spend towards successful channels/campaigns/content
Don’t forget to also use your gut instinct as well!