Content Marketing / edge / May 2014
GET

CLOSER
hello.
closer
!
we bring
people
to brands
Content for
brand building?
96% of
Australian
marketers
use content
marketing
but only 29%
believe that
they are
effective at it.Content Marketing in ...
relevant authentic entertaining credible
valuable content
innovative
savvy
consumers
consumers
research
5.3 10.4
Source: http://www.google.com/think/research-studies/the-zero-moment-of-truth-...
purpose-led
marketing
If you stand for something, you will always
find some people for you and some people
against you. If...
social media
The average amount of time a person uses Facebook 

every month is 15 hours 33 minutes and 7.8 million people...
media
fragmentation
Data will increase 600%
by 2020 and 75% of all
information online will
come from consumers –
Mark W. S...
What do we
need to think
about?
owned
media
earned
media
paid
media
buy, build or
rent?
customer lifecycle
discover delve
learn/
experience
advocateBUY
Content engagement
(owned, earned)
What’s the
challenge?
content
overload
Content
challenges.
Content
challenges.
return on
investment
Content
challenges.
complexity
A content
strategy - the way to
build authority.
identify plan create learn
What’s your story
!
Brand and vision
!
Audience
!
Market and
business objectives
!
Brand strate...
Socially multiplied
advertising, the core of
which is contagious on
social platforms, is roughly
more cost-efficient than
...
Does your content
work?
Drive more
sales?.
Communicate
with a new
audience?.
Strengthen
brand
positioning?.
Increase
brand
awareness?
Cross-sell
p...
Acquisition Commercial
Traffic numbers,
database size,
social media
database
Advertising revenue,
sponsorship,
premium cont...
24
GET

CLOSER
The team at Edge
thanks.
How to succeed with your Content Marketing?
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How to succeed with your Content Marketing?

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Want to become better at content marketing? Get closer!

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How to succeed with your Content Marketing?

  1. 1. Content Marketing / edge / May 2014 GET
 CLOSER hello.
  2. 2. closer ! we bring people to brands
  3. 3. Content for brand building?
  4. 4. 96% of Australian marketers use content marketing but only 29% believe that they are effective at it.Content Marketing in Australia Trends 2013 – Content Marketing Institute / Association for data-driven marketing & advertising (ADMA)
  5. 5. relevant authentic entertaining credible valuable content innovative
  6. 6. savvy consumers consumers research 5.3 10.4 Source: http://www.google.com/think/research-studies/the-zero-moment-of-truth-macro-study.html
  7. 7. purpose-led marketing If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you – William Bernbach.
  8. 8. social media The average amount of time a person uses Facebook 
 every month is 15 hours 33 minutes and 7.8 million people access it daily on their mobiles. On average they access Facebook 14 times a day. Source: Browser Media, Socialnomics, MacWorld 01.01.2014 and Facebook November 2013.
  9. 9. media fragmentation Data will increase 600% by 2020 and 75% of all information online will come from consumers – Mark W. Schaefer.
  10. 10. What do we need to think about?
  11. 11. owned media earned media paid media buy, build or rent?
  12. 12. customer lifecycle discover delve learn/ experience advocateBUY Content engagement (owned, earned)
  13. 13. What’s the challenge?
  14. 14. content overload Content challenges.
  15. 15. Content challenges. return on investment
  16. 16. Content challenges. complexity
  17. 17. A content strategy - the way to build authority.
  18. 18. identify plan create learn What’s your story ! Brand and vision ! Audience ! Market and business objectives ! Brand strategy ! Content strategy ! Measurement plan ! Amplification plan ! Content ! Creative ! Distribution ! Amplification Measure ! Review ! Adapt ! !
  19. 19. Socially multiplied advertising, the core of which is contagious on social platforms, is roughly more cost-efficient than primetime TV on a cost-per-thousand(CPM) basis. Having a friend or stranger deliver a brand message online through social media is 1.5 to 2 times more likely to influence behaviour than delivering the same message in a TV ad. Source: Nielsen Global Trust in Advertising survey effective - and cost effective
  20. 20. Does your content work?
  21. 21. Drive more sales?. Communicate with a new audience?. Strengthen brand positioning?. Increase brand awareness? Cross-sell products? Deepen customer engagement?. your goals Increase product awareness?. Up-sell?.
  22. 22. Acquisition Commercial Traffic numbers, database size, social media database Advertising revenue, sponsorship, premium content NPS, frequency, basket size, sales, loyalty, conversion rates Page views, time on site, downloads, click throughs, open rates, page engagement Engagement ROI Your results. measurement and evaluation across four key pillars
  23. 23. 24 GET
 CLOSER The team at Edge thanks.
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