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GriffithCollege - Content Marketing Overview

GriffithCollege - Content Marketing Overview

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  • 1. Content Marketing Programmes
    Keith Feighery
  • 2. Outline
    Overview of Content Marketing Programmes
    Class exercise
    Managing Content Marketing Initiatives
    Content Marketing for Business to Consumer
    Relevant Case Studies
    Content Marketing for Business to Business
    Relevant Case Studies
    Project Pitch
  • 3. What is the purpose of your content?
  • 4. Owned Vs Paid Vs Earned Media
  • 5.
  • 6.
  • 7.
  • 8. What should Your Content do
    Content = valuable and useful information NOT just canned marketing messages
    Focus on what a customer needs rather than what you sell
    Address user needs in all published content
    Valuable communications is what differentiates you from competition
    Marketers are publishers today – i.e. think like media co’s
    Customer relationships don’t end with a payment
    Use content to increase retention rates
    Without good content, community is impossible
    90% of corporate websites talk about “How great they are”
    Buyers are more in control today than ever – not sales organisations
  • 9. Leveraging Owned Media Assets
    Recognise the value in your owned media assets
    Websites, mobile applications, digital conversations/interactions etc.
    Brands/Businesses are becoming publishers and media outlets
    No limits to what an organisation can publish online for the consumption of their consituencies
    Become trusted knowledge experts in your business or sphere of operations
    Establish trust and develop relationships with customers and prospects
    Be engaging, entertaining, educative, informative etc..
    Allow user participation and transparent engagement
  • 10. Advantages
    Creates demand generation and awareness through value add publishing
    Creates a less-frictional way of converting prospects into sales
    When used in conjunction with lead management systems
    Helps build long-term relationships rather than one-off sales
    Creates stickiness to your owned media assets (rather than to paid ones)
    Once started, provides an ongoing process and framework to control and publish valuable information
  • 11. Content Mktg: Success Vs Failure
    Characteristics of Success
    Understanding the informational needs of your customers
    Knowing how those informational needs mix with your marketing goals and objectives 
    Mapping content schedule to user profiles and buyer cycles
    Being consistent (content marketing is a marathon, not a sprint)
    Listen and continually evolve the program
    Characteristics of Failure
    Always selling, rather than informing and educating
    Not listening, thus not evolving the content program
    Waiting for perfection to come before you deliver the content.
  • 12. Content Types
  • 13. Content types
    The content and digital media on your Web site, blog other content managed systems, partner sites etc..
    Facebook/MySpace/Bebo fan pages and posts
    Tweets, status updates
    E-mail newsletters
    Blog posts, reader comments and reactions
    Whitepapers, case studies, webinars, podcasts
    Videos, demos, presentations, and custom animations
    Product/service reviews
    Articles and other intellectual property or knowledge sharing –professional contributions etc.
  • 14. Who creates the content
    Find employees who are knowledgeable and want to write
    Re-purpose content that has been created over time for different media
    Partners, customers and third party experts
    Publish whitepapers, webinars, eBooks, articles etc…with partners
    If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..
    You can allow customers to make product recommendations – crowdsourcing
  • 15. Purposeful Content
    Attention - your content needs to get noticed - and not just by anyone - by the audience you've targeted. Awareness - once people have engaged with your content, they should have some thoughts about your company - preferably favorable ones worth remembering.
    Mindshare - we need people to spend enough time with our content to actually "get" the ideas it's sharing.
    Anchor - once people have ingested the ideas, your content needs to work to make sure that those ideas take precedence in forming how your audience thinks about the topic.
    Action - your content is sent out on a mission to get people to DO something.
    Conversation - beyond the action your content requests, it needs to ensure that the audience has a clear enough understanding that they can now talk with others and share your ideas with them in their own words.?
    Confidence - the learning your content provides needs to help people feel certain that they know what they need to take the next step...and just what that might be.
    Competence - your content must provide evidence that your company can actually do what it says it can.
    Invitation - content must entice people to spend more time with your company - whether through opting in for a newsletter, attending a webinar, subscribing to an RSS feedAuthority - content must inspire reliance on your company for consistently valuable insights
  • 16. Sales Funnels
  • 17.
  • 18. Traditional Funnel