0
The Future is Bright
with Web Content
About Lee & TopRank Marketing
Attract – Engage – Convert
 Overall trends in content
 Emerging consumer driven model
 Web content success stories
 Content marketing "A-Team”
 ...
Ubiquitous Connectivity

2020

Create
Consume
Publish
Interact

Transact
Source: Ericcson, 2011
51% of all time on the web
is content consumption.
(AOL/Nielsen 2011)

99% of Marketers have
used at least one content
mar...
Content Distribution Channels

96%

Social Media

78%

76%
69%
Source: Outbrain – State of Content Marketing 2012

33%

Pa...
63% of US Internet users use search
engines daily
eMarketer Aug 2012

81%
Perceptions
Are Influenced
Weber Shandwick 2012
...
CPG Company:
96 search phrases.
Most are brand
terms.
Fabric Retailer:
4,419 phrases.
Broad category
& brand terms.
SEO

Social

Content
Traditional Approach
Red
Widget
Features & Benefits

Advertising

PR

Email

White Paper Direct Mail
Modern Model for
Content Marketing

Persona
“Jane Exec”
Influences CEO
Goals: Fast,
Save $, Service
awareness

interest

c...
Fast
Source: First 10 / Smart Insights
30 Content Marketing Tactics
















Article Marketing
Advertorial
Blogging
Case Studies
Crowdsourc...
Content Marketing Process
awareness

interest

consideration

Audience
Segments

Needs &
Goals =
Topics

Preferences
Pain ...
Source: Content Marketing Institute

Successful Companies
Let Me Tell You A Secret

http://tprk.us/cmsecrets
Cool! We’ll
interview
CMW
speakers

And make an
e-book for
attendees.
10 Long Form
Interviews
Topical Matrix:
B2B
Enterprise
SMB
Tools
Win budget
Definition
Planned Repurposing
Individual Thought Leader Interviews

Articles

Enterprise
SMB
Tools
B2B
Win budget

B2B
Enterprise
SM...
Promotions:
Slideshare
Embedded in Blog Post
Email broadcast
Twitter
Facebook
Flickr
Pinterest
LinkedIn update
LinkedIn In...
Initial Results (6 Days)
43,000+ views on Slideshare
1,000+ PDF downloads
5000+ visits of full interviews
3,300+ Retweets
...
Content Marketing “A-Team”
Content Marketing A-Team

Image Source: Shutterstock
•
•
•
•
•
•
•
•

Chief Content Officer
Managing Editor
Writers, Sources
Content Design
SEO
Social Marketer
Online PR
Socia...
But We Don’t Have Budget For That!

1. Editor/Writer
2. Designer
3. Social SEO
Growth Areas in Web &
Content Marketing:
 Integration: Owned, Earned, Paid &
Shared Media
 Dedicated in-house content ma...
Content Marketing Maturity

Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2...
Takeaways
• Content powers the web & the web powers
your business. Are you powering content?
• If your content is poor, th...
Thank You!
lee@toprankmarketing.com

TopRankMarketing.com
TopRankBlog.com
Consulting – Speaking – Partnerships
1-877-872-6...
Future of Content Marketing - EBriks Infotech
Future of Content Marketing - EBriks Infotech
Future of Content Marketing - EBriks Infotech
Future of Content Marketing - EBriks Infotech
Future of Content Marketing - EBriks Infotech
Upcoming SlideShare
Loading in...5
×

Future of Content Marketing - EBriks Infotech

278

Published on

Future of Content Marketing - EBriks Infotech

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
278
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Future of Content Marketing - EBriks Infotech"

  1. 1. The Future is Bright with Web Content
  2. 2. About Lee & TopRank Marketing Attract – Engage – Convert
  3. 3.  Overall trends in content  Emerging consumer driven model  Web content success stories  Content marketing "A-Team”  Future growth opportunities Image Source: Shutterstock
  4. 4. Ubiquitous Connectivity 2020 Create Consume Publish Interact Transact Source: Ericcson, 2011
  5. 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. 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. 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. 8. CPG Company: 96 search phrases. Most are brand terms.
  9. 9. Fabric Retailer: 4,419 phrases. Broad category & brand terms.
  10. 10. SEO Social Content
  11. 11. Traditional Approach Red Widget Features & Benefits Advertising PR Email White Paper Direct Mail
  12. 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. 13. Fast
  14. 14. Source: First 10 / Smart Insights
  15. 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. 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. 17. Source: Content Marketing Institute Successful Companies
  18. 18. Let Me Tell You A Secret http://tprk.us/cmsecrets
  19. 19. Cool! We’ll interview CMW speakers And make an e-book for attendees.
  20. 20. 10 Long Form Interviews Topical Matrix: B2B Enterprise SMB Tools Win budget Definition
  21. 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. 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. 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. 24. Content Marketing “A-Team” Content Marketing A-Team Image Source: Shutterstock
  25. 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. 26. But We Don’t Have Budget For That! 1. Editor/Writer 2. Designer 3. Social SEO
  27. 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. 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. 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. 30. Thank You! lee@toprankmarketing.com TopRankMarketing.com TopRankBlog.com Consulting – Speaking – Partnerships 1-877-872-6628 OptimizeBook.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×