Content marketing - Presentation to Yes!Delft Marketing Cluster
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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.

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

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

  • 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 innovation Chief Strategy Officer Sanoma Media (7 yrs) online publishing product development online media advertising concepting 3
  • 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 on new technology and how they use it to become more successful business owners and farmers.” source: John Pulizzi, Content Marketing Institute, 2013 13
  • 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 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
  • 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
  • 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
  • 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
  • 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
  • accelerators of content marketing  digitization of marketing channels  economic crisis: need for better ROI “sustainable marketing” 20
  • 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
  • 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 prefer your business to the next trust is based on perceived expertise preference 23
  • 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
  • consumer outcomes After reading, viewing, hearing your content, people will:  make better decisions  run less risk value
  • business outcomes After reading, viewing, hearing your content, people will:  prefer your business  be marketable value
  • 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
  • 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 customer action.” segmentation creation distribution conversion 30
  • 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
  • goals for you as a marketeer customer upsell brand awareness lead generation customer acquisition customer service customer retention 32
  • 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
  • goals matching yours with theirs customer upsell marketer brand awareness lead generation customer acquisition customer service customer retention user educate explore decide evaluate 34
  • 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
  • goals thought leadership customer upsell marketer brand awareness lead generation customer acquisition customer service customer retention user educate explore decide evaluate 36
  • 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
  • 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
  • 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
  • creation format did you notice the content marketing? 40
  • 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
  • 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: manipulation doesn’t work anymore good news: focus on your customer, not Google 43
  • 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 to content when format fits the distribution platform better otherwise slideshow on Slideshare video on Youtube Tweet about your latest blogpost 46
  • 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 customer retention # of pageviews # of leads # of customers # of social shares lead quality customer value (€) retention rate (%) customer value (€) retention rate (%) engagement cost 49
  • 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 where will we place it? distribution how will we measure? metrics 55
  • 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 influence with actions make it a habit! check your metrics daily 57
  • 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
  • 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
  • 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 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
  • 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
  • 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
  • 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
  • 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
  • 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 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
  • 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
  • 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
  • inspiration