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“If you fail to plan, you plan to fail.”
Swim with the Sharks Without Being Eaten Alive

@LADYXTEL / CHRISTEL QUEK

SES SI...
!
!

W H AT I S

CONTENT MARKETING?

@LADYXTEL
!
!
!

CONTENT MARKETING
IS LIKE TEENAGE SEX
!
!
!
!
!

CONTENT MARKETING
IS LIKE TEENAGE SEX
!

EVERYONE IS EXCITED ABOUT
I! T
!

EVERYONE PRETENDS THEY
ARE DOING IT
!

B...
CONTENT
MARKETING

SOCIAL MEDIA
MARKETING

Content as a
Driver

Social Media
as another
distribution
channel

VS
CONTENT
MARKETING

SOCIAL MEDIA
MARKETING

Demand
Generation &
Conversion

Brand
Awareness &
Direct Dialogue

VS
!
!

It’s all about

creating value (content) for informed user decision making
!
!

It’s all about

brands becoming publishers, & them owning the media
!
!

It’s all about

relevant engagement & distributing knowledge
!
!

And here’s the magic…

demand generation & growing a community of
engaged users & brand advocates
Remember, the process of content production &
content marketing is a MARATHON.
(it also helps if you are ridiculously photogenic)
!
!

WHY SHOULD I

CARE?

@LADYXTEL
The Zero Moment of Truth
!
!

BUT THERE ARE

CHALLENGES…

@LADYXTEL
Lack of Budget

52%

Produce Enough Content

51%

Produce Engaging Content

49%

Variety of Content

41%

Inability to Mea...
S U M I T U P…
PEOPLE

GOALS

EXECUTE

organizational
silos, lack of
team R&Rs

lack of strategic
infrastructure, emphasis...
!
!

THERE’S NO

MAGIC PILL…IS THERE?

@LADYXTEL
REAL
USER
ISSUES

BRAND
EXPERTISE
VA L U E
understanding
personas &
buying stage
S T R AT E G Y

REAL
USER
ISSUES

BRAND
EXPERTISE
VA L U E
idea submission
marketing calendar
campaign view
WORKFLOW

REAL
USER
ISSUES

BRAND
EXPERTISE
VA L U E
content shares
content conversions
backlinks created
REAL
USER
ISSUES

BRAND
EXPERTISE
VA L U E

A N A LY T I C S
REAL
USER
ISSUES

BRAND
EXPERTISE
VA L U E

seeding , syndication,
CRM, social networks
DISTRIBUTION
TEAM
editorial, analyst,
project manager,
audience development,
design

REAL
USER
ISSUES

BRAND
EXPERTISE
VA L U E
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
!
!

3

MOTIFS

@LADYXTEL
1 Don’t judge by demographics.

Think about behaviours - culture,
personality drivers, technology
idiosyncrasies
2 Creativity is a function of insight
& intuition - from data & shared
experiences
3 Social Content sparks reactions &

actions- not just clicks, likes, & shares
Imitation is the best form of flattery
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
Content Metrics
Consumption: Page views, video views, document views, downloads and
social chatter.
Sharing: Like, shares,...
Business Metrics
Lead Generation: Form completion and downloads, email and blog
subscriptions, blog comments and your conv...
Advocacy Metrics
Thought Leadership: Requests for syndication or guest blog posts
Loyalty: Advocates, Fans, Follower, refe...
!
!

SOME

RESOURCES…

@LADYXTEL
SKYWORD
Content Marketing
Platform &
Management (includes
Editorial Support)

COSCHEDULE
Drag & Drop Editorial
Calendar fo...
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,
schedule...
!
!

AND THE

LAST WORD…

@LADYXTEL
“Custom content is 92% more
effective than traditional TV
advertising at increasing awareness
and 168% more powerful at dr...
@LADYXTEL
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Content Marketing - SES Singapore 2013

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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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Transcript of "Content Marketing - SES Singapore 2013"

  1. 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. 2. ! ! W H AT I S CONTENT MARKETING? @LADYXTEL
  3. 3. ! ! ! CONTENT MARKETING IS LIKE TEENAGE SEX ! !
  4. 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. 5. CONTENT MARKETING SOCIAL MEDIA MARKETING Content as a Driver Social Media as another distribution channel VS
  6. 6. CONTENT MARKETING SOCIAL MEDIA MARKETING Demand Generation & Conversion Brand Awareness & Direct Dialogue VS
  7. 7. ! ! It’s all about creating value (content) for informed user decision making
  8. 8. ! ! It’s all about brands becoming publishers, & them owning the media
  9. 9. ! ! It’s all about relevant engagement & distributing knowledge
  10. 10. ! ! And here’s the magic… demand generation & growing a community of engaged users & brand advocates
  11. 11. Remember, the process of content production & content marketing is a MARATHON.
  12. 12. (it also helps if you are ridiculously photogenic)
  13. 13. ! ! WHY SHOULD I CARE? @LADYXTEL
  14. 14. The Zero Moment of Truth
  15. 15. ! ! BUT THERE ARE CHALLENGES… @LADYXTEL
  16. 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. 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. 18. ! ! THERE’S NO MAGIC PILL…IS THERE? @LADYXTEL
  19. 19. REAL USER ISSUES BRAND EXPERTISE VA L U E
  20. 20. understanding personas & buying stage S T R AT E G Y REAL USER ISSUES BRAND EXPERTISE VA L U E
  21. 21. idea submission marketing calendar campaign view WORKFLOW REAL USER ISSUES BRAND EXPERTISE VA L U E
  22. 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. 23. REAL USER ISSUES BRAND EXPERTISE VA L U E seeding , syndication, CRM, social networks DISTRIBUTION
  24. 24. TEAM editorial, analyst, project manager, audience development, design REAL USER ISSUES BRAND EXPERTISE VA L U E
  25. 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. 26. ! ! 3 MOTIFS @LADYXTEL
  27. 27. 1 Don’t judge by demographics. Think about behaviours - culture, personality drivers, technology idiosyncrasies
  28. 28. 2 Creativity is a function of insight & intuition - from data & shared experiences
  29. 29. 3 Social Content sparks reactions & actions- not just clicks, likes, & shares
  30. 30. Imitation is the best form of flattery
  31. 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. 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. 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. 34. Advocacy Metrics Thought Leadership: Requests for syndication or guest blog posts Loyalty: Advocates, Fans, Follower, referrals & word-of-mouth.
  35. 35. ! ! SOME RESOURCES… @LADYXTEL
  36. 36. SKYWORD Content Marketing Platform & Management (includes Editorial Support) COSCHEDULE Drag & Drop Editorial Calendar for WordPress @LADYXTEL
  37. 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. 38. ! ! AND THE LAST WORD… @LADYXTEL
  39. 39. “Custom content is 92% more effective than traditional TV advertising at increasing awareness and 168% more powerful at driving purchase preference.”
  40. 40. @LADYXTEL
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