Smart insights - Strategic priorities for content marketing in 2013
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Smart insights - Strategic priorities for content marketing in 2013 Presentation Transcript

  • 1. Digital Marketing Priorities 2013 Summit 11th January 2013. Brought to you by: Strategic Priorities for Content Marketing in 2013 Danyl Bosomworth Co-Founder at Smart Insights MD at First 10 Digital Developing and integrating winning content into your marketing
  • 2.  Digital marketing advice, training and consulting www.smartinsights.com About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books first published in 2000, now in their 4th and 5th editions • Online marketing consultant and trainer since 1997 • Manages SmartInsights.com: a marketing advice site with Expert members in over 50 countries January Offer: Free copy of Emarketing Excellence for first 50 new Expert-level members Smart Insights Expert membership: www.smartinsights.com/membership  Books
  • 3. 3 In 35 minutes  Top level factors for success in content marketing  Use the P.R.A.C.E. framework to get specific  Lots of examples to give you immediate ideas  Questions at the end  Please interact using the BrightTALK buttons:
  • 4. 4 Google turned content into currency!  Content drives reach – builds awareness  Consumers seek it  Content aids learning, decision making and purchase  Content fuels social media marketing: “social object”  Content facilitates the “inbound” effect Why does content matter?
  • 5. 5  Originated content  Curated content  Licensed content  User generated content  Interactive content (tools) What do we mean? “How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and, ultimately, motivating a change in behaviour” (CMI)
  • 6. 6 SEO On-page, off- page link building keyword analysis Social media Twitter, LinkedIn, forums blogs, portals Content Blogs, videos, ebooks, white papers Content doesn’t sit in a vacuum - It needs to be integrated with other marketing activities Poll 1
  • 7. 7
  • 8. 8 “the reason people connect with each other and not something else” Content as a social object Hugh McLeod
  • 9. 9
  • 10. 10 = Planning & Strategy =
  • 11. 11 Setting objectives…
  • 12. 12 Example questions  What do you want your content to do? Who cares?  How will your content add value?  Businesses strategic goals? e.g growing market or product launch  What are the topics that you’ll need to cover off?  What core messages should the content convey?  Are we being unique, the necessary differentiation?  How will we design and manage the content mix?
  • 13. 13 Plan to be efficient “Atomisation” - plan to re-purpose content  One ebook might drive several short guides and 20 blog posts (all point back and promote the ebook) What content do you have now? Audit it!  Research, what works now, re-visit keyword analysis
  • 14. 14 “...the [potential] customer needs evidence that we understand their problem better than they do before they’ll buy, share or recommend us...” @juntajoe
  • 15. 15 There is no one “customer” Persona A Persona B Persona C Persona D Marketing Director IT Director Finance Director Managing Director Define your personas: Think buyers and influencers B2B B2C
  • 16. 16  Research  Define them  Cut the cake  Develop scenarios  Build profiles Get moving with personas
  • 17. 17 Content at touch-points…
  • 18. 18
  • 19. 19 What’s the purpose of your content? Poll 2
  • 20. 20 Reven ue Revenue Blog Revenue Stream Revenue Hub A cross-platform narrative or “Brand story”
  • 21. 21 Your Platform  A place to drive traffic, a place to engage and convert:  A blog, undoubtedly  An interactive magazine, maybe  A rich community, if you’re serious
  • 22. 22
  • 23. 23
  • 24. 24 AE Open Forum  A great example of ‘thought leadership’  Utilise guests (the best)
  • 25. 25 = Reach =
  • 26. 26 Publish  Where?:  Your domains  Social networks  Forums & industry portals  Q&A Sites  Find conversations  Amplify with media
  • 27. 27 Content that flies PUMA Squash 2000 video (+pr’s, blogs, spec sheet PDF)
  • 28. 28
  • 29. 29 < Don’t overlook Slideshare
  • 30. 30 Develop valuable outposts for content
  • 31. 31 Niche communities are growing, increasingly by topic Watch out for vertical niche communities in your sector
  • 32. 32 = Act =
  • 33. 33 Be worth finding  For people who have questions  Address problems - earn permission to sell later:  Video on key landing pages  Expert bloggers  Your own researchers / reporters - gathering stories  Shareable and downloadable information (no data capture)
  • 34. 34 < Mums
  • 35. 35
  • 36. 36
  • 37. 37 Ebooks  Great for atomisation:  Fuels video, email, webinars  Can be repurposed into audiobooks  Utilise industry experts to aid reach  Downloadable, printable & shareable  Classic data capture
  • 38. 38 Shareable (and worth sharing)
  • 39. 39
  • 40. 40 = Convert =
  • 41. 41 Webinars / Events reveal intent  Specific to subject areas for people vs broader industry events  Informative and shareable  Consider a series
  • 42. 42 Niche and detailed guides
  • 43. 43  Diagnostics, quizzes and surveys  Tailored to specific buyers & subjects  Useful and shareable Interactives
  • 44. 44
  • 45. 45 = Engage =
  • 46. 46 Content for deeper relations  It’s tonally ‘different’ content  Keep leads and customers engaged:  Automated communications strategy  Vary by where they are in terms of unmet needs and the buy cycle  Social integration – not just email
  • 47. 47  7 years in the making  £100m equivalent ad spend  Content site  Mission site  YouTube, Fb, Tw  40 mins  216k Likes  10,000 comments  29,000 shares  40 TV stations and 130 digital new outlets Big ideas
  • 48. 48 Communities with purpose for untapped UGC
  • 49. 49 Crowd sourced content  An advanced Q&A  A community around the product  Steady stream of UGC product related content  Helps improve products
  • 50. 50 Automation & email  Crucial as lead volumes grow  Sequences based on scoring/rules allows tight content  Ensures the right people in the right sequence  A “process” over “campaigns”
  • 51. 51 Secret Handy Recipe 1. Clear objectives 2. Imagination and ideas 3. A platform 4. Your first 10 audience 5. Amplification plan (POE) Any questions?
  • 52. 52 Thank you for your participation - Your questions please  Please ask questions and rate this webcast  For more Answers to your Digital Marketing Questions use our free community  Best wishes for 2013! http://www.smartinsights.com/answers