0
online content marketing.
presentation to Yes!Delft
Marketing Cluster.
1. what is content marketing?
2. developing a strategy

3. measuring results
4. getting started

2
me dennis saaltink

CheckZis (18 months)
founder
general management
business development
Reed Business (4 yrs)
online inno...
today

 focus on B2B
 focus on online

4
1. what is content marketing?
2. developing a strategy

3. measuring results
4. getting started

5
content marketing advertorial

6
content marketing magazine

7
content marketing exhibition

8
content marketing app

9
content marketing app

10
content marketing tool

11
content marketing website

12
content marketing nothing new

launched 1895

“…not to sell John Deere equipment directly but, instead, to
educate farmers...
what’s the big deal
about
content marketing?
14
content plays key role in purchasing decisions

Impact of online content on vendor
preferences and selections according to...
the rise of content marketing

 86% of B2C marketers are using
content marketing

 93% of B2B marketers are using it

64...
content marketing among best ways to generate leads
Effectiveness and Difficulty of Lead Generation Tactics according to B...
budget
percent of total marketing budget spent on B2B Content
Marketing in North America

21%

20%
15%

11%

12%

on avera...
why is content marketing hot (but here to stay)?

investment

time to
effect

scalability

ROI

traditional advertising

m...
accelerators of content marketing

 digitization of marketing channels
 economic crisis: need for better ROI
“sustainabl...
definition (one of many)

content
marketing

=

“the translation of an
organization’s knowledge and
expertise into distrib...
in other words

converting

knowledge
into

business
22
building trust
knowledge and
skills are acquired
through experience

knowledge

trust

when people trust you,
they will pr...
content marketing is answering real questions

question

answer

customer question or
problem drives online user
behavior
...
consumer outcomes

After reading, viewing, hearing your
content, people will:

 make better decisions
 run less risk

va...
business outcomes

After reading, viewing, hearing your
content, people will:

 prefer your business
 be marketable

val...
content is the missing link between search and social

social

search

social networkers stumble
across interesting stuff
...
1. what is content marketing?
2. developing a strategy

3. measuring results
4. getting started

28
strategy

where to play
and
how to win
29
strategy

goals
“the translation of an
organization’s knowledge and
expertise into distributable
content to drive valuable...
goals for you as business

goal

measure

1. drive sales

revenue

2. make customers happier

retention

3. save cost

cos...
goals for you as a marketeer

customer
upsell
brand
awareness

lead
generation

customer
acquisition

customer
service
cus...
goals for your (prospective) customer

educate

explore
decide
evaluate

> how does this work?

> what’s in it for me?
> w...
goals matching yours with theirs

customer
upsell

marketer
brand
awareness

lead
generation

customer
acquisition

custom...
goals the visionary stuff

thought leadership
in your industry or niche

“A thought leader is an individual or firm
that i...
goals thought leadership

customer
upsell

marketer
brand
awareness

lead
generation

customer
acquisition

customer
servi...
segmentation

find audiences that are:
1. relevant
duh..
2. attractive
size and €
3. targetable
you know where to reach th...
creation topic

where to find inspiration:
 what are the 20 most asked questions to sales and customer support?
 what ar...
creation format
use of Content Marketing tactics and formats by B2B Marketers in North America

source: 2014 B2B Content M...
creation format

did you notice
the content
marketing?
40
creation format

brand
awareness
format

lead
generation

customer
acquisition

customer
service

customer
upsell
customer...
distribution

where is your
audience?
[ blog / social network / website ]

42
distribution Google is not stupid (anymore)

2003

2013

keywords

200+ factors
determine
PageRank

links

bad news: manip...
distribution SEO – just do your homework

content marketing

44
distribution shareable content

45
distribution some caution

Google does not like duplicate
content (= nearly exact copies), so:

share content

share link
...
conversion landing pages

 1 goal
 1 message: solution
to a problem
 1 call to action
 super analytics

47
conversion landing page example

48
conversion metrics in the funnel
customer
upsell
brand
awareness

lead
generation

customer
acquisition

customer
service
...
conversion example

50
conversion example

51
conversion example
email

register

by email

download and next
call to action

follow up email (next day)

52
checklist

53
planning

“plans are nothing,
planning is everything!”
[ Dwight D. Eisenhower ]

54
planning content plan

what will we create?

topic

for whom?

segment

who will create it?

editor

in what form?

format...
1. what is content marketing?
2. developing a strategy

3. measuring results
4. getting started

56
selecting metrics

set simple goals
unambiguous
measurement
(SMART)

use metrics with
direct effect
the metrics you can
in...
conversion metrics in the funnel
customer
upsell
brand
awareness

lead
generation

customer
acquisition

customer
service
...
measure – learn - adjust example
metric

result

possible actions

cost of content
production

too high

 find other supp...
1. what is content marketing?
2. developing a strategy

3. measuring results
4. getting started

60
inspiration

what are the 20 most
frequently asked questions
about your product or service?
like:
 how do i use this prod...
quick start
select 1 topic

the most asked
question by your
customers

select 1 target
segment

select 1 goal

select 1 fo...
connecting the dots
topic

format

channel

article
topic A

blog post

topic B

white paper

topic C

e-book

company web...
finally, some tips
be neutral
People will distrust any
organization which only
promotes itself
re-use
Re-using and re-form...
and remember

content marketing
is
strategic marketing
it’s a full blown
marketing
activity

content first

[ not last ]

...
great resources

http://contentmarketinginstitute.com/
http://www.quicksprout.com/blog/

66
“To me, a brand is trust”
Steve Jobs

67
questions?
thoughts?
dennis@checkzis.com

68
6 questions content marketers need to address
1. what are the 20 most asked questions by your
customers?

1

2. to answer ...
getting more content

Vimeo

YouTube

original content



the core of your content marketing
strategy – adds most value ...
social delivering the right content
Most Effective versus most Difficult Social Tactics used by B2B Marketing Professional...
inspiration
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Content marketing - Presentation to Yes!Delft Marketing Cluster

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This is the presentation I gave to the Yes!Delft Marketing Cluster in October 2013.

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Transcript of "Content marketing - Presentation to Yes!Delft Marketing Cluster"

  1. 1. online content marketing. presentation to Yes!Delft Marketing Cluster.
  2. 2. 1. what is content marketing? 2. developing a strategy 3. measuring results 4. getting started 2
  3. 3. me dennis saaltink CheckZis (18 months) founder general management business development Reed Business (4 yrs) online innovation Chief Strategy Officer Sanoma Media (7 yrs) online publishing product development online media advertising concepting 3
  4. 4. today  focus on B2B  focus on online 4
  5. 5. 1. what is content marketing? 2. developing a strategy 3. measuring results 4. getting started 5
  6. 6. content marketing advertorial 6
  7. 7. content marketing magazine 7
  8. 8. content marketing exhibition 8
  9. 9. content marketing app 9
  10. 10. content marketing app 10
  11. 11. content marketing tool 11
  12. 12. content marketing website 12
  13. 13. content marketing nothing new launched 1895 “…not to sell John Deere equipment directly but, instead, to educate farmers on new technology and how they use it to become more successful business owners and farmers.” source: John Pulizzi, Content Marketing Institute, 2013 13
  14. 14. what’s the big deal about content marketing? 14
  15. 15. content plays key role in purchasing decisions Impact of online content on vendor preferences and selections according to B2B decision makers worldwide, April 2013 Roles of content in purchasing decisions according to B2B decision makers worldwide, 2013 (% of respondents) helps identify new solutions and approaches to solving problems and needs 27% Major 87% 58% introduces fresh thought leadership on business issues and challenges 38% 60% Moderate validates value of products and solutions in addressing our needs 37% highlights solution providers who understand our issues and challenges 35% 12% Small provides valuable advice on best solutions and vendors 32% None 1% provides competitive data on solutions providers 27% Source: CMO Council and Netline, June 2013 15
  16. 16. the rise of content marketing  86% of B2C marketers are using content marketing  93% of B2B marketers are using it 64% of marketers consider content marketing to be more important than advertising source: Econsultancy / Adobe, 2012 ; BtoB Magazine, Sep 2012 / Curata, Nov 2012 / Content Marketing Institute, 2012, 2013 16
  17. 17. content marketing among best ways to generate leads Effectiveness and Difficulty of Lead Generation Tactics according to B2B professionals (in %) 60 Social media 50 Content Marketing 40 difficult 30 SEO Mobile Direct mail / print ads 20 Online events Email Marketing Offline events Paid search / online ads 10 Other 0 0 10 20 30 40 50 60 effective Source: Ascend2 and Research underwriters, "Lead Generation Strategy Outlook Report", April 2013 ; Team Analysis 17
  18. 18. budget percent of total marketing budget spent on B2B Content Marketing in North America 21% 20% 15% 11% 12% on average, 30% of marketing budget is spent on Content Marketing 11% 5% 2% 0% 2% 1-4% 5-9% 10-24% 25-49% 50-74% 75-99% 100% unsure source: 2014 B2B Content Marketing Trends, Content Marketing Institute / MarketingProfs 18
  19. 19. why is content marketing hot (but here to stay)? investment time to effect scalability ROI traditional advertising medium medium low low performance-based* low short medium medium exhibitions medium short low low content marketing medium long high high content marketing’s Achilles heel * i.e. Google Adsense 19
  20. 20. accelerators of content marketing  digitization of marketing channels  economic crisis: need for better ROI “sustainable marketing” 20
  21. 21. definition (one of many) content marketing = “the translation of an organization’s knowledge and expertise into distributable content to drive valuable prospect and customer action.” 21
  22. 22. in other words converting knowledge into business 22
  23. 23. building trust knowledge and skills are acquired through experience knowledge trust when people trust you, they will prefer your business to the next trust is based on perceived expertise preference 23
  24. 24. content marketing is answering real questions question answer customer question or problem drives online user behavior content created by marketer provides the solution how can I store my documents safely without losing accessibility? “here’s a white paper on cloud storage solutions. It will show you the pros and cons and steps towards implementation.” business lead the stepping stone to conversion is created “would you like a free trial on our cloud storage platform?” 24
  25. 25. consumer outcomes After reading, viewing, hearing your content, people will:  make better decisions  run less risk value
  26. 26. business outcomes After reading, viewing, hearing your content, people will:  prefer your business  be marketable value
  27. 27. content is the missing link between search and social social search social networkers stumble across interesting stuff searchers have a mission a latent need may surface they won’t stop until their problem is solved [ focus on interesting content ] [ focus on functional content ] demand generation demand fulfillment 27
  28. 28. 1. what is content marketing? 2. developing a strategy 3. measuring results 4. getting started 28
  29. 29. strategy where to play and how to win 29
  30. 30. strategy goals “the translation of an organization’s knowledge and expertise into distributable content to drive valuable customer action.” segmentation creation distribution conversion 30
  31. 31. goals for you as business goal measure 1. drive sales revenue 2. make customers happier retention 3. save cost cost [ these are strategic marketing goals! ] 31
  32. 32. goals for you as a marketeer customer upsell brand awareness lead generation customer acquisition customer service customer retention 32
  33. 33. goals for your (prospective) customer educate explore decide evaluate > how does this work? > what’s in it for me? > what are the alternative solutions? > what will I buy? > where can I buy it? > did I make the right decision? > is it worth staying with this supplier? 33
  34. 34. goals matching yours with theirs customer upsell marketer brand awareness lead generation customer acquisition customer service customer retention user educate explore decide evaluate 34
  35. 35. goals the visionary stuff thought leadership in your industry or niche “A thought leader is an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded.” - Wikipedia 35
  36. 36. goals thought leadership customer upsell marketer brand awareness lead generation customer acquisition customer service customer retention user educate explore decide evaluate 36
  37. 37. segmentation find audiences that are: 1. relevant duh.. 2. attractive size and € 3. targetable you know where to reach them 4. serviceable you know their info needs and you have the info 37
  38. 38. creation topic where to find inspiration:  what are the 20 most asked questions to sales and customer support?  what are people intensively discussing on relevant forums / social media?  what keywords are relevant, much searched and with modest competition? Google keyword planner 38
  39. 39. creation format use of Content Marketing tactics and formats by B2B Marketers in North America source: 2014 B2B Content Marketing Trends, Content Marketing Institute / MarketingProfs 39
  40. 40. creation format did you notice the content marketing? 40
  41. 41. creation format brand awareness format lead generation customer acquisition customer service customer upsell customer retention your website article video infographic (buying) guide b2c & b2b product spec sheet newsletter demo instructional checklist decision tree calculator slideshow b2b specific report whitepaper webinar case study 41
  42. 42. distribution where is your audience? [ blog / social network / website ] 42
  43. 43. distribution Google is not stupid (anymore) 2003 2013 keywords 200+ factors determine PageRank links bad news: manipulation doesn’t work anymore good news: focus on your customer, not Google 43
  44. 44. distribution SEO – just do your homework content marketing 44
  45. 45. distribution shareable content 45
  46. 46. distribution some caution Google does not like duplicate content (= nearly exact copies), so: share content share link to content when format fits the distribution platform better otherwise slideshow on Slideshare video on Youtube Tweet about your latest blogpost 46
  47. 47. conversion landing pages  1 goal  1 message: solution to a problem  1 call to action  super analytics 47
  48. 48. conversion landing page example 48
  49. 49. conversion metrics in the funnel customer upsell brand awareness lead generation customer acquisition customer service customer retention # of pageviews # of leads # of customers # of social shares lead quality customer value (€) retention rate (%) customer value (€) retention rate (%) engagement cost 49
  50. 50. conversion example 50
  51. 51. conversion example 51
  52. 52. conversion example email register by email download and next call to action follow up email (next day) 52
  53. 53. checklist 53
  54. 54. planning “plans are nothing, planning is everything!” [ Dwight D. Eisenhower ] 54
  55. 55. planning content plan what will we create? topic for whom? segment who will create it? editor in what form? format where will we place it? distribution how will we measure? metrics 55
  56. 56. 1. what is content marketing? 2. developing a strategy 3. measuring results 4. getting started 56
  57. 57. selecting metrics set simple goals unambiguous measurement (SMART) use metrics with direct effect the metrics you can influence with actions make it a habit! check your metrics daily 57
  58. 58. conversion metrics in the funnel customer upsell brand awareness lead generation customer acquisition customer service customer retention # of pageviews # of leads # of customers # of social shares lead quality customer value (€) retention rate (%) customer value (€) retention rate (%) engagement cost 58
  59. 59. measure – learn - adjust example metric result possible actions cost of content production too high  find other suppliers  do it yourself  re-use / re-format existing content views on content too low  change title / opening image  try other distribution platforms  assess relevance click-through-rate (CTR) too low  change your content (make it shorter, more practical, better looking)  improve call-to-action conversion based on too low paths from content  improve usability of conversion path  improve deal attractiveness 59
  60. 60. 1. what is content marketing? 2. developing a strategy 3. measuring results 4. getting started 60
  61. 61. inspiration what are the 20 most frequently asked questions about your product or service? like:  how do i use this product?  how do i solve this problem?  how do i minimize risk?  how do i maximize opportunity?  where do i need to think about when buying a product like this?  what do other people think about this product? 61
  62. 62. quick start select 1 topic the most asked question by your customers select 1 target segment select 1 goal select 1 format a core customer group marketing: brand awareness – lead generation – etc list – article – whitepaper – infographic - etc user: educate – explore – decide - evaluate create the content create a landing page distribute the content (link) measure – learn – adjust do it yourself or hire somebody using whatever tool is available (wordpress?) to where your target segment is to provide input for the next cycle 62
  63. 63. connecting the dots topic format channel article topic A blog post topic B white paper topic C e-book company website topic D infographic social network topic E video content sharing slideshow external blog checklist “the media” decision tree Q&A webinar report 63
  64. 64. finally, some tips be neutral People will distrust any organization which only promotes itself re-use Re-using and re-formatting your content is being smart create evergreen Content that will retain its value over time – focus on knowledge, avoid news pay attention to style Beautiful content displays quality 64
  65. 65. and remember content marketing is strategic marketing it’s a full blown marketing activity content first [ not last ] it’s not a campaign [ don’t hold your breath ] 65
  66. 66. great resources http://contentmarketinginstitute.com/ http://www.quicksprout.com/blog/ 66
  67. 67. “To me, a brand is trust” Steve Jobs 67
  68. 68. questions? thoughts? dennis@checkzis.com 68
  69. 69. 6 questions content marketers need to address 1. what are the 20 most asked questions by your customers? 1 2. to answer these questions, what content is available and what is lacking? 2 3. on what content and social platforms are your (prospective) customers present? 3 4. 4 can you re-format the content to match the selected channels? 5. what information do you need from a prospect to make him marketable? 5 6. will your sales department properly deal with the leads you deliver? 6 69
  70. 70. getting more content Vimeo YouTube original content   the core of your content marketing strategy – adds most value to users distribute freely to online content sharing platforms Scribd Pinterest Slideshare CheckZis original content reports articles content curation   use external online content to strengthen your content base act as an expert filter for your audience curated content books press releases presentations videos 70
  71. 71. social delivering the right content Most Effective versus most Difficult Social Tactics used by B2B Marketing Professionals Worldwide, Feb 2013 difficult effective Source: Ascend2 and Research underwriters, "Marketing Strategy Report: Social Media", March 2013; Team Analysis 71
  72. 72. inspiration
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