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Griffith_ContentMarketingProgrammes

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  • 1. Content Marketing Programmes Keith Feighery
  • 2. Outline
    • Overview of Content Marketing Programmes
    • Class exercise
    • Leveraging Owned Media Assets
    • 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. Key Points
    • Content = valuable and useful information NOT just orchestrated 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
    • 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
  • 4. Content Driven Marketing
  • 5. Content types
    • The content and digital media on your Web site , other microsites, 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, w ebinars , podcasts
    • Videos, demos, presentations, and custom animations
    • Product/service reviews
    • Forums
    • Articles and other intellectual property or knowledge sharing –professional contributions etc.
  • 6. Who creates the content
    • Internally
      • 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
    • Customers
      • 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
  • 7. What we want our content to do
    • 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 feed Authority - content must inspire reliance on your company for consistently valuable insights
  • 8. Owned Media Solutions
  • 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 s elling, rather than informing and educating
      • Not listening, thus not evolving the content program
      • Waiting for perfection to come before you deliver the content.
  • 12. Inbound Marketing V Content Marketing Debate – Semantics?
  • 13. Hubspot – Inbound Marketing Company view
  • 14. Social Media Landscape