Future of Content Marketing - EBriks Infotech
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Transcript

  • 1. The Future is Bright with Web Content
  • 2. About Lee & TopRank Marketing Attract – Engage – Convert
  • 3.  Overall trends in content  Emerging consumer driven model  Web content success stories  Content marketing "A-Team”  Future growth opportunities Image Source: Shutterstock
  • 4. Ubiquitous Connectivity 2020 Create Consume Publish Interact Transact Source: Ericcson, 2011
  • 5. 51% of all time on the web is content consumption. (AOL/Nielsen 2011) 99% of Marketers have used at least one content marketing tactic. (Content Marketing Institute/Brandpoint 2012) 60% will increase spend on content marketing. (CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)
  • 6. Content Distribution Channels 96% Social Media 78% 76% 69% Source: Outbrain – State of Content Marketing 2012 33% Paid Search Display Ads SEO Email
  • 7. 63% of US Internet users use search engines daily eMarketer Aug 2012 81% Perceptions Are Influenced Weber Shandwick 2012 89% Use Search for Purchase Fleishman-Hillard 2012
  • 8. CPG Company: 96 search phrases. Most are brand terms.
  • 9. Fabric Retailer: 4,419 phrases. Broad category & brand terms.
  • 10. SEO Social Content
  • 11. Traditional Approach Red Widget Features & Benefits Advertising PR Email White Paper Direct Mail
  • 12. Modern Model for Content Marketing Persona “Jane Exec” Influences CEO Goals: Fast, Save $, Service awareness interest consideration purchase retention advocacy Save $ Service Facebook Email Offer Tips Articles Blog Byline PPC Locator Newsletter Soc Net Ads Blog PPC Loyalty VIP Press Fast Blog Reviews Discount Community Referral Article Reviews Display Network Referral Media Blog Offers Thank You Rewards
  • 13. Fast
  • 14. Source: First 10 / Smart Insights
  • 15. 30 Content Marketing Tactics                Article Marketing Advertorial Blogging Case Studies Crowdsource Curate Digital Newsletters eBooks Email Interactive Games Images & Infographics Interactive Tools Microsites Mobile Applications Mobile Content                News Release Online Magazines & Apps Podcasts Print Magazines Print Newsletters Real-World Events Research & Surveys Social Content Teleclass & Telecasts Traditional Media Videos Virtual Conferences Webinars Wikis White Papers Blog Post: tprk.us/30cmtactics
  • 16. Content Marketing Process awareness interest consideration Audience Segments Needs & Goals = Topics Preferences Pain Points Behaviors Search & Social Data Sources purchase What stories will connect you? Editorial Calendar, Repurpose retention advocacy Make it easy to find & share Social & SEO Networking, PR, Linking
  • 17. Source: Content Marketing Institute Successful Companies
  • 18. Let Me Tell You A Secret http://tprk.us/cmsecrets
  • 19. Cool! We’ll interview CMW speakers And make an e-book for attendees.
  • 20. 10 Long Form Interviews Topical Matrix: B2B Enterprise SMB Tools Win budget Definition
  • 21. Planned Repurposing Individual Thought Leader Interviews Articles Enterprise SMB Tools B2B Win budget B2B Enterprise SMB Tools Win budget Enterprise SMB B2B Tools Win budget Enterprise SMB Tools Win budget B2B Top 10 B2B Tactics B2B Enterprise SMB Tools Win budget Tools B2B Enterprise SMB Win budget B2B Enterprise SMB Win budget Tools B2B Tools Enterprise SMB Win budget Top 10 Content Marketing Tools
  • 22. Promotions: Slideshare Embedded in Blog Post Email broadcast Twitter Facebook Flickr Pinterest LinkedIn update LinkedIn Inmails Customized emails to participants Pre-written tweets
  • 23. Initial Results (6 Days) 43,000+ views on Slideshare 1,000+ PDF downloads 5000+ visits of full interviews 3,300+ Retweets 200+ Facebook “likes” 130 G+ 100+ inbound links
  • 24. Content Marketing “A-Team” Content Marketing A-Team Image Source: Shutterstock
  • 25. • • • • • • • • Chief Content Officer Managing Editor Writers, Sources Content Design SEO Social Marketer Online PR Social Listening/Analytics Source: Managing Content Marketing (Pulizzi, Rose)
  • 26. But We Don’t Have Budget For That! 1. Editor/Writer 2. Designer 3. Social SEO
  • 27. Growth Areas in Web & Content Marketing:  Integration: Owned, Earned, Paid & Shared Media  Dedicated in-house content marketing resources  Web + smartphones & tablets  Boom in visual content & media  Big data, social data, automation, tools, real time data, did I mention data?
  • 28. Content Marketing Maturity Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter Group Make a commitment. And grow.
  • 29. Takeaways • Content powers the web & the web powers your business. Are you powering content? • If your content is poor, then so will you. • Start learning modern models of web content marketing. Now. • Stand, Stretch and Walk. • Get help if you need it.
  • 30. Thank You! lee@toprankmarketing.com TopRankMarketing.com TopRankBlog.com Consulting – Speaking – Partnerships 1-877-872-6628 OptimizeBook.com