Using Content Marketing to Generate Engagement and Sales
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Using Content Marketing to Generate Engagement and Sales

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By Geraint Holliman, Content Marketing specialist ...

By Geraint Holliman, Content Marketing specialist

Content marketing is the current ‘go to’ strategy for marketers who are trying to cut through the noise and clutter of the market place and generate real sales. But few people actually know what ‘content’ really is, let alone ‘content marketing’ and simply recycling sales materials and calling it ‘content’ is not the route to success.

In this session we’ll answer the questions:

What are ‘content’ and ‘content marketing’?
How does content marketing work?
Why is content marketing being compared to publishing?
What are the key elements of a content marketing strategy?
What approach to take in evaluating content marketing?

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  • You cant go anywhere without seeing content marketingOracle buy CompendiumGoogle search ‘content marketing’ 667millionGoogle search ‘content’ 4 billion results
  • 60% of B2B buying decisions are being investigated, evaluated, compared BEFORE the selling brand is even contacted (Source: Harvard Business Review Jul/Aug 2012)The end of ‘interruptive marketing’ as we know it (Seth Godin)The broadcast model is broken
  • “Anything created and upload to a website: the words, images or other things that reside here.” Handley & Chapman “Content Rules” 2011“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”Pulizzi & Barrett 2008
  • Basically…communicating with your customers and prospects without selling
  • Think like a publisher not an advertiser: create content that people will want to consume and share not “Successful publishing is all about the reader. . .your customers. If you are not solving their pain points with relevant and compelling content, you are adding to the noise, the clutter.” PulizziNot interruptive marketing that sends messages that you want to TELL them rather than engage with themCreate exceptional content that people will want to share
  • Personas are fictional representations of your ideal customers, based on real data about customer demographics and online behaviour. Along with educated speculation about their personal histories, motivations and concerns“DON’T BE AFRAID to polarize people. Most companies want to create the holy grail of products that appeal to every demographic, socio-economic background and geographical location. To attempt to do so GUARANTEES mediocrity.” Guy Kawasaki
  • Personas are fictional representations of your ideal customers, based on real data about customer demographics and online behaviour. Along with educated speculation about their personal histories, motivations and concerns“DON’T BE AFRAID to polarize people. Most companies want to create the holy grail of products that appeal to every demographic, socio-economic background and geographical location. To attempt to do so GUARANTEES mediocrity.” Guy Kawasaki
  • Personas are fictional representations of your ideal customers, based on real data about customer demographics and online behaviour. Along with educated speculation about their personal histories, motivations and concerns“DON’T BE AFRAID to polarize people. Most companies want to create the holy grail of products that appeal to every demographic, socio-economic background and geographical location. To attempt to do so GUARANTEES mediocrity.” Guy Kawasaki
  • Personas are fictional representations of your ideal customers, based on real data about customer demographics and online behaviour. Along with educated speculation about their personal histories, motivations and concerns“DON’T BE AFRAID to polarize people. Most companies want to create the holy grail of products that appeal to every demographic, socio-economic background and geographical location. To attempt to do so GUARANTEES mediocrity.” Guy Kawasaki

Using Content Marketing to Generate Engagement and Sales Using Content Marketing to Generate Engagement and Sales Presentation Transcript

  • CONTENT MARKETING ‘The only marketing that’s left’ MMC Learning Sponsored by 15th NOVEMBER 2013
  • Get Qualified in Digital Marketing • Masters in Digital Marketing – www.digitalmarketingmsc.com • Diploma in Digital Marketing – www.DiplomaInDigitalMarketing.com Sponsored by
  • Your speaker today Geraint Holliman Director of Strategy & Planning and Head of Content Marketing at integrated agency, DirectionGroup. A practising content marketer, content strategist and author of the forthcoming academic paper ‘Content Marketing: B2B marketers’ perceptions of best practice’. Geraint is a Content Marketing, Brand and Marketing Strategy trainer worldwide. Sponsored by 3
  • Questions we’re going to answer today • What are ‘content’ and ‘content marketing’? • How content marketing works? • Why is content marketing compared to ‘publishing’? • What are the key elements of a content marketing strategy • What approach to take in evaluating content marketing Sponsored by 4
  • 94% 64% 60% Sponsored by Of UK marketing professionals use content marketing Of UK marketers are planning to increase their content marketing budget in 2014 Of UK senior UK marketing professionals believe that in future brands will be built by aligning themselves with engaging content Sources: Content Marketing Institute/ DMA - The State of Content Marketing in the UK 2013, Marketing Week 2013
  • Content Marketing has been around a long time (1895 actually) Sponsored by Source: http://www.deere.com/wps/dcom/en_US/industry/agriculture/our_offerings/furrow/furrow.page 7
  • Makeitsocialltd.wordpress.com The end of Interruptive Marketing as we know it “The notion of marketing to your customers by repeatedly interrupting them with advertising or other marketing messages is simply not enough any more - the web has changed the rules” Seth Godin 60% of B2B buying decisions are being investigated, evaluated, compared BEFORE the selling brand is even contacted Source: Harvard Business Review Jul/Aug 2012 Sponsored by 9
  • What is ‘Content’? Sponsored by
  • Firstly, why content marketing? “Nobody cares about what your company does. Nobody cares about your products. Nobody cares about your services. They want to know what YOU can do for THEM” David Meerman Scott MSc interview, Manchester Met University, Jan 2013 Sponsored by 11
  • What is Content ? • “Any information provided by a brand in a format which is relevant, compelling and timely to the audience’s needs at the point at which they engage with it and that does not overtly seek to sell the brand or its products”(Holliman 2013) • It’s not simply offering product information in a new or different format Sponsored by 12
  • Why does content matter? BECAUSE HAS MADE IT SO 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 Content facilitates the “inbound” effect Sponsored by 14
  • Content is the worm on the Inbound marketing hook http://scrapcationgetaway.blogspot.co.uk/ • Inbound Marketing “The process of creating text, audio, video and other online assets and optimizing them to appear when prospective customers are ready to pull the trigger on a purchase” - Jay Baer • Customers seek you out because of the quality of the information you offer to help them make better decisions. Sponsored by 15
  • What content isn’t • Just about your product • Not just your brochureware uploaded to your site • Full of overt selling messages • The sole responsibility of just one person • Necessarily unique every time you communicate Sponsored by 16
  • What makes content great? • RELEVANT to the audience and its needs from the brand • COMPELLING in that it encourages the recipient to engage further with the brand by undertaking a subsequent action such as download further content or contact the brand directly, and • TIMELY because it is delivered to the audience at the time that is most appropriate to where they are in their purchase consideration process. (Holliman 2013) • Content so valuable people would pay for it Sponsored by 17
  • Unanswered questions • Does your content help customers make a better decision? • Ask yourself: What questions do my customers have which are going unanswered? • Your content should be answering those questions Sponsored by 18
  • “If you can deliver content that your prospects find interesting and informative and entertaining, they’ll see you as a trusted source of information an adviser” Handley & Chapman , ‘Content Rules’ 2010 Sponsored by 19
  • What is ‘Content Marketing’? Sponsored by
  • What is Content Marketing? ‘Content marketing is a technique for creating, distributing and sharing of relevant content to engage customers with brands at the appropriate point in their consideration processes such that it encourages them convert to a business building outcome.’ By the use of: Originated content Curated content Licensed content User generated content Interactive content (tools) Sponsored by DRIVING PROFITABLE CUSTOMER OUTCOMES 21
  • “Content is king… ...but context is God.” Gary Vaynerchuk, NY Expo 2012 Sponsored by 22
  • Content doesn’t sit in a vacuum Poll 1 CONTENT Blogs, videos, ebooks, white papers, podcast, infographic, etc SEO On-page/off-page link building keyword analysis SOCIAL MEDIA Twitter, LinkedIn, forums blogs, portals It needs to be integrated with other marketing activities Sponsored by 23
  • “Content is the only marketing left” Seth Godin “Content marketing is the future of marketing” Prof Don Schultz at CMW 2013 Sponsored by 25
  • Case Study - River Pools • • • • • 2008 a tiny, regional pool installer “What questions do my customers have unanswered?” blogposts “My goal is to give more valuable, helpful and remarkable content to consumers than anyone else in the field, which will in turn lead to more sales” Marcus Sheridan ,CEO Blogpost, videos and an ebook ‘How to buy a pool – without getting ripped off’ Despite recession now has 5% of USA market share Sponsored by 26
  • Case study - Will it Blend? BEFORE • Blendtec - struggling blender manufacturer • Declining share, big competitors • Great product + Weak branding = Weak Sales October 2006 • Emailed customers ‘What should we blend?’ • Video camera + one white coat • CEO Tom Dickson presents 2013 • 180 videos • 294 millions Youtube views • 700,000 subscribers to YouTube channel • They only tweet and facebook their videos • 700% increase in retail sales solely due to videos Sponsored by http://www.youtube.com/user/Blendtec
  • Why is ‘Content Marketing’ being compared to publishing? Sponsored by 28
  • Image: gapingvoid.com Think like a PUBLISHER not and advertiser • Be ‘helpful’ (Jay Baer, ‘Youtility’ 2013) • Think ‘subscribers’ not ‘customers’ • Is your content so good customer would pay for it? Sponsored by 29
  • “Successful publishing is all about the reader. . .your customers. If you are not solving their pain points with relevant and compelling content, you are adding to the noise, the clutter.” Joe Pulizzi, ‘Get content, get customers’, 2009 Sponsored by 30
  • • The best content tells a story about your brand: Storybranding • Kendall Haven (NASA) from 300 sources distilled -‘Story proof: the science behind the startling power of the story’ “A story is a narrative about a character dealing with some obstacle to achieve an important goal” Jim Signorelli, ‘Storybranding’ 2012 Sponsored by 31
  • But let’s be clear here….. • Yes, you’re in the publishing business, but only as a means to an end. • It’s about OUTCOMES, not eyeballs • “Work backwards to make your content marketing program a driver of revenue, not just page views.” Jay Baer, “The NOW Revolution” 2011 Sponsored by 32
  • What are the key elements of a Content Marketing strategy? Sponsored by 33
  • Put content at the heart of your future marketing strategy • Content drives results from SEO • Shareable content drives awareness for your brand • For most companies a change to a content-led marketing strategy is a big ask • It’s not the way marketing has been done to date • Its NOT just product specs recycled as content • Think ‘content culture’ not ‘content campaign’ Sponsored by 35
  • CONTENT STRATEGY Sponsored by 36
  • Content Strategy • • • • • • Build a detailed picture of them Who are ideal customers and prospects? Concerns, needs and interests? Where are they in the buying cycle? Influencer or purchaser? Develop buyer personas Sponsored by 37
  • Content Strategy Sponsored by 38
  • Content Strategy • How well have you addressed the personas with previous content? • Audit helps identify holes and how to be repurposed. • Gather all your previous content into one location • THINK: what is genuine content and what is just sales B.S.? Type of content Topic covered Buyer persona Leads/ customer Dates created Sponsored by 39
  • Don’t push your buyers. Pull them Awareness BUYING Cycle NOT Selling Cycle Blog posts, social media updates Research/ education eBooks, Webinars, Industry reports Comparison/ validation Case studies, Demos, Customer testimonials Purchase Analyst reports, detailed product info Sponsored by 40
  • Sponsored by 41
  • Content Strategy It’s a roadmap of what content, what topics and when to use them: 1. Create spreadsheet – 6 to 12 months 2. Identify the macro moments across the year 3. Work back from marketing goals. How many pieces of content will you need to reach them? 4. Populate calendar with specific publishing tasks. List for each date: topic, title, targeted persona. 5. Note SEO keywords, stage of buying cycle the content addresses, call to action or other inbound goals addresses 6. Look for opportunities to repurpose or reimagine Sponsored by 42
  • Content Marketing Plan 2013 January February March April Macro moment Retail Sales MWC New GSMA Japan GO standard Live Hero Content InfoVideo of graphic on MWC NFC retail highlights spend Hook/keywords convenience, security Syndication May June July September ctober O NovemberDecember Tourism mobile money Research findings report NFC Congress NFC Summit Convenience, innovation convenience, security innovation ROI, , flexibility security, trust Whitepap er of implicatio ns of new standard innovation integrated consistenoffer, cy, flexibility, reducing trust risk Talking heads video convenience, security Blog Blog Blog Blog Blog Blog Blog Blog Blog Blog Blog Blog On/Off PR On/Off PR On/Off PR On/Off PR On/Off PR On/Off PR On/Off PR On/Off PR On/Off PR On/Off PR On/Off PR On/Off PR Facebook Facebook Facebook Facebook Facebook Facebook Facebook Facebook Facebook Facebook Facebook Facebook Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter LinkedIn Groups Email footer E news article Pinterest LinkedIn Groups Email footer E news article YouTube LinkedIn Groups Email footer E news article Itunes/ Feedburner LinkedIn Groups Email footer E news article Article marketing LinkedIn Groups Email footer E news article YouTube LinkedIn Groups Email footer E news article Pinterest LinkedIn Groups Email footer E news article Youtube LinkedIn Groups Email footer E news article Article marketing LinkedIn Groups Email footer E news article Itunes/ Feedburner LinkedIn Groups Email footer E news article Youtube LinkedIn Groups Email footer E news article Itunes/ Feedburner LinkedIn Groups Email footer E news article Itunes/ Feedburner Vimeo Customer Loyalty Focus Infographic August Business case for NFC Video interview with Gemalto CEO customer ROI, retention security, trust Vimeo New Product Launch Podcast Vimeo Retail focus Banking focus Podcast of Video case Podcast of Podcast Congress studies Summit highlights highlights Vimeo Tumblr Sponsored by 43
  • I don’t know what to talk about! • • • • • • • • • • • • • • • • • • • • • • • • • 1. Chat with customers. Ask something like, "What's your biggest marketing challenge? Name one business goal for 2014." 2. Interview luminaries. Q&A interviews with thought leaders, strategic partners, creative thinkers 3. Share real-time photos. Configure your blog to work with Flickr so that you can upload photos from industry events, meet-ups, or other gatherings. 4. Ask customer service. What are customers contacting us about? What problems do they have 5. Monitor search keywords. What keywords are people using when they land on your blog 6. Monitor social media keywords, too. Monitoring social conversations and trending keyword topics on Twitter, blogs, and social status updates 7. Research online. Use something like Google AdWords Keyword Tool to determine what people are searching for. 8. Trawl industry news. Share an opinion about a recent news story that`s affecting your industry or audience. 9. Get inspired by your own passions. piqued curiosity that draws in more readers. 10. Go behind the scenes. Show things that your readers or followers don't usually get to see. 11. Go to an event. Before , during and after an event, talk about what you hope to get out of it, 12. How—to content. Any type of content that helps someone create something or solve a problem has value for others 13. Best practices or productivity tips. Do you have tips or tricks to be more effective in an area? 14. Reach into your community. Create content that showcases your readers, viewers, commenters, and other active members of your community 15. Dig in the archives. lf you've been creating content for a while, what have you done that you might revisit or update? 1 16. Invite guest posts. Give your readers or employees the chance to create a guest post for your blog. 17. Check out your competitors. What are your competitors creating content around? 18. Create a regular content series. A themed series is a great way to help you create regular content. 19. Mine Facebook, Linkedln, SlideShare, and other social networks. Find a LinkedIn question you`d like to address and answer it; 20. Start a meme. A meme is simply an idea that is spread from individual to individual, culturally. 21 Offer your two penn’th. Review a book, iPhone app, favourite news sites, wallpaper sources, whatever. 22. Channel your inner surly teenager. Take the opposing or contrarian view on an issue that`s on your mind or in the news, or in your industry 23. Host an event . Schedule after—hour drinks, lunch, or even morning coffee around a topic or theme and invite everyone who might want to come. Encourage people to document and share the event in whatever 24. Curate the voices of many. Are your employees creating content of any sort 25. Curate from elsewhere, too. Curating content & news from several must-read sources to a central location helps create a valuable destination site for readers. Sponsored by 44
  • Evaluating content marketing? Sponsored by 45
  • What does success look like? Common ineffective answers: • Generate a lot of buzz and online conversation • Having our video go viral • A-list influencers or web-celebs talking about us in positive ways Better, effective answers: • Generate at least 100 new mentions of our product on-line • Having more than 10,000 views across all sharing platforms • Having 10 bloggers write positive posts • Achieve 25 positive reviews on Amazon/ Bazaarvoice Sponsored by 46
  • The 4 types of content success measure Consumption Sharing Lead Gen Sales http://www.slideshare.net/jaybaer/a-field-guide-to-the-4-types-of-content-marketing-metrics Sponsored by 47
  • For you to do • Is your content just sales messaging in disguise? • Consider what unanswered questions you customers have about your product/category • What content would address those questions? • How could you make content ‘so valuable’ customers would pay for it? Sponsored by
  • Further reading • • • • • • • • • • • • • • • • • Content Rules – Handley & Chapman Get content, get customers – Joe Pulizzi & Newt Barrett Inbound Marketing – Halligan & Shah Youtility – Jay Baer Launch – Mike Stelzner Managing Customer Relationships – Peppers & Rogers Permission Marketing – Seth Godin Meatball Sundae – Seth Godin Optimize – Lee Odden Accelerate – Arnie Kuenn The Now Revolution – Jay Baer New Rules for Marketing & PR – David Meerman Scott Trust Agents – Rogan & Smith Story Branding – Jim Signorelli The Cluetrain Manifesto – Levine, Locke, Searls & Weinberger Likeonomics – Rohit Bhargavia One to One Future – Peppers & Rogers Sponsored by 50
  • END Sponsored by 51
  • Contact gerainth@directiongroup.com LinkedIn geraintholliman Twitter geraintholliman Sponsored by 52