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Content Marketing - SES Singapore 2013

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A presentation at SES Singapore 2013 on Content Marketing by @ladyxtel: …

A presentation at SES Singapore 2013 on Content Marketing by @ladyxtel:

1. What's the difference between Content Marketing and Social Media Marketing
2. Challenges of Content Marketing - People, Goals, and Execution
3. Basic Framework for Content Marketing - Strategy, Workflow, Distribution, Team, Analytics
4. Simple Motifs - Behaviours > Demographics, Creativity as a function of Insight & intuition, Social Content vs Content
5. Metrics to Understand
6. Resources

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  • 1. “If you fail to plan, you plan to fail.” Swim with the Sharks Without Being Eaten Alive @LADYXTEL / CHRISTEL QUEK SES SINGAPORE 2013
  • 2. ! ! W H AT I S CONTENT MARKETING? @LADYXTEL
  • 3. ! ! ! CONTENT MARKETING IS LIKE TEENAGE SEX ! !
  • 4. ! ! ! CONTENT MARKETING IS LIKE TEENAGE SEX ! EVERYONE IS EXCITED ABOUT I! T ! EVERYONE PRETENDS THEY ARE DOING IT ! B U T N O B O D Y A C T U A L LY KNOWS HOW TO DO IT P R O P E R LY
  • 5. CONTENT MARKETING SOCIAL MEDIA MARKETING Content as a Driver Social Media as another distribution channel VS
  • 6. CONTENT MARKETING SOCIAL MEDIA MARKETING Demand Generation & Conversion Brand Awareness & Direct Dialogue VS
  • 7. ! ! It’s all about creating value (content) for informed user decision making
  • 8. ! ! It’s all about brands becoming publishers, & them owning the media
  • 9. ! ! It’s all about relevant engagement & distributing knowledge
  • 10. ! ! And here’s the magic… demand generation & growing a community of engaged users & brand advocates
  • 11. Remember, the process of content production & content marketing is a MARATHON.
  • 12. (it also helps if you are ridiculously photogenic)
  • 13. ! ! WHY SHOULD I CARE? @LADYXTEL
  • 14. The Zero Moment of Truth
  • 15. ! ! BUT THERE ARE CHALLENGES… @LADYXTEL
  • 16. Lack of Budget 52% Produce Enough Content 51% Produce Engaging Content 49% Variety of Content 41% Inability to Measure 35% @LADYXTEL / FIGURES FROM MARKETING PROFS, 2013 STUDY
  • 17. S U M I T U P… PEOPLE GOALS EXECUTE organizational silos, lack of team R&Rs lack of strategic infrastructure, emphasis on campaign execution workflow, processes, automation, ideation, analytics
  • 18. ! ! THERE’S NO MAGIC PILL…IS THERE? @LADYXTEL
  • 19. REAL USER ISSUES BRAND EXPERTISE VA L U E
  • 20. understanding personas & buying stage S T R AT E G Y REAL USER ISSUES BRAND EXPERTISE VA L U E
  • 21. idea submission marketing calendar campaign view WORKFLOW REAL USER ISSUES BRAND EXPERTISE VA L U E
  • 22. content shares content conversions backlinks created REAL USER ISSUES BRAND EXPERTISE VA L U E A N A LY T I C S
  • 23. REAL USER ISSUES BRAND EXPERTISE VA L U E seeding , syndication, CRM, social networks DISTRIBUTION
  • 24. TEAM editorial, analyst, project manager, audience development, design REAL USER ISSUES BRAND EXPERTISE VA L U E
  • 25. S T R AT E G Y TEAM REAL USER ISSUES WORKFLOW BRAND EXPERTISE VA L U E DISTRIBUTION A N A LY T I C S
  • 26. ! ! 3 MOTIFS @LADYXTEL
  • 27. 1 Don’t judge by demographics. Think about behaviours - culture, personality drivers, technology idiosyncrasies
  • 28. 2 Creativity is a function of insight & intuition - from data & shared experiences
  • 29. 3 Social Content sparks reactions & actions- not just clicks, likes, & shares
  • 30. Imitation is the best form of flattery
  • 31. Remember : You can’t measure what you didn’t track week 0 week 5 2 week 4 0 F I T 2 F A T 2 F I T. C O M
  • 32. Content Metrics Consumption: Page views, video views, document views, downloads and social chatter. Sharing: Like, shares, tweets, +1s and pins, forwards, number of inbound links.
  • 33. Business Metrics Lead Generation: Form completion and downloads, email and blog subscriptions, blog comments and your conversion rate Sales: Look at both online and offline sales that are influenced by content.
  • 34. Advocacy Metrics Thought Leadership: Requests for syndication or guest blog posts Loyalty: Advocates, Fans, Follower, referrals & word-of-mouth.
  • 35. ! ! SOME RESOURCES… @LADYXTEL
  • 36. SKYWORD Content Marketing Platform & Management (includes Editorial Support) COSCHEDULE Drag & Drop Editorial Calendar for WordPress @LADYXTEL
  • 37. C O N T E N T LY Professional Journalists to help with Brand Content Strategy P E R C O L AT E sources, curates, schedules content, includes smart suggestions based on content trends @LADYXTEL
  • 38. ! ! AND THE LAST WORD… @LADYXTEL
  • 39. “Custom content is 92% more effective than traditional TV advertising at increasing awareness and 168% more powerful at driving purchase preference.”
  • 40. @LADYXTEL