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Heroes and Underdogs: How Content Marketing Levels the Playing Field
 

Heroes and Underdogs: How Content Marketing Levels the Playing Field

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Content Marketing presentation from Carla Johnson at BMA Carolinas on Wed. March 13th, 2013.

Content Marketing presentation from Carla Johnson at BMA Carolinas on Wed. March 13th, 2013.

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    Heroes and Underdogs: How Content Marketing Levels the Playing Field Heroes and Underdogs: How Content Marketing Levels the Playing Field Presentation Transcript

    • Heroes & Underdogs:How Content Marketing Levelsthe Playing Field Carla Johnson Principal t: @CarlaJohnson
    • Content marketing is like sex in high school: Everyone says they’re doing it… but few really do it well.Source: MarketingProfs
    • 5000MESSAGES A DAY
    • CARLA JOHNSON :: Principal @CarlaJohnson
    • CONTENT MARKETINGDOESN’T COMPETEWITH OTHER MARKETING
    • John Deere launchedTHE FURROWin 1895.Today : 1.5M circulation 40 countries 12 languages
    • 91%OF B2B MARKETERS USECONTENT MARKETING
    • MARKETERS5% have a content marketing strategyUse an average of 12 different tacticsBiggest increase from 2011 to 2012: •  Research Reports •  Videos •  Mobile Content •  Virtual Conferences
    • Social Media ImpactsB2B Decision Makers WorldwideB2B decision makers 60% of B2B decision Decision makers arewho maintain a social makers use social actively participating innetwork profile has media to help inform a variety of ways:increased significantly professional decisions o  Reviewing products & services o  Posting in forums
    • TODAY’SCONVERSATIONBusinessObjectivesContextMeasurement
    • TYINGCONTENT MARKETING TOBUSINESSOBJECTIVES
    • THE CEO/MARKETING DISCONNECT 73 % of CEOs think marketers lack business credibility and aren’t the growth generators they should be 69 % of marketers feel their strategies do make an impact on the business, even if they can’t quantify or prove it.Source: The Fornaise Marketing Group
    • BUSINESS OBJECTIVESVS ACTIVITYObjective: Improve customer engagement and upsellWeb Traffic Qualified Leads30% 90%Average Engagement2 min 3RD PARTY CONVERSIONS
    • CONTENTWITHCONTEXT
    • “People will forgetwhat you said,people will forgetwhat you did, butpeople will neverforget how youmade them feel.”- Maya Angelou
    • PERSONASComposite of characteristics of a group of peopleUnderstand their perspective, fears, drivers andcontent needsTypes of content:o  How they access ito  What messages resonate with themo  What matters when in the buyer’s cycle
    • CONTENT MARKETING FUNNELSource: Managing Content Marketing
    • 5W’S OF CONTENTWHO are you talking to?WHEN in their decision-making process?WHERE/HOW are they connecting with you?WHAT do they want to know?WHY do you matter to them?
    • MEASUREMENTWITH MEANING
    • MEASUREMENTGUIDELINES1.  Tie to your business objectives2.  Know what’s important to measure3.  Measure what drives the behavior you want4.  Use metrics to make refinement5.  Be OK with failure
    • Carla Johnson, PrincipalType A Communications(720) 344-0987carla@goTypeA.comwww.goTypeA.comType A Communications@carlajohnson