Content Marketing Programmes  Keith Feighery
Outline <ul><li>Overview of Content Marketing Programmes </li></ul><ul><li>Class exercise </li></ul><ul><li>Leveraging Own...
Key Points <ul><li>Content = valuable and useful information NOT just orchestrated messages </li></ul><ul><li>Focus on wha...
Content Driven Marketing
Content  types <ul><li>The  content and digital media  on your Web site , other microsites, partner sites etc.. </li></ul>...
Who creates the content <ul><li>Internally </li></ul><ul><ul><li>Find employees who are knowledgeable and want to write </...
What we want our content to do <ul><li>Attention -  your content needs to get noticed - and not just by anyone - by the au...
Owned Media Solutions
Leveraging Owned Media Assets <ul><li>Recognise the value in your owned media assets  </li></ul><ul><ul><li>Websites, mobi...
Advantages <ul><li>Creates demand generation and awareness through value add publishing </li></ul><ul><li>Creates a less-f...
Content Mktg: Success Vs Failure <ul><li>Characteristics of Success </li></ul><ul><ul><li>Understanding the informational ...
Inbound Marketing V Content Marketing Debate – Semantics?
Hubspot – Inbound Marketing Company view
Social Media Landscape
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Griffith-Week2-Content Marketing Programmesv1 8

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Week2 Lecture in Griffith Online Marketing, sales and digital strategy - covers an overview of content and inbound marketing strategies, and case studies

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Transcript of "Griffith-Week2-Content Marketing Programmesv1 8"

  1. 1. Content Marketing Programmes Keith Feighery
  2. 2. Outline <ul><li>Overview of Content Marketing Programmes </li></ul><ul><li>Class exercise </li></ul><ul><li>Leveraging Owned Media Assets </li></ul><ul><li>Managing Content Marketing Initiatives </li></ul><ul><li>Content Marketing for Business to Consumer </li></ul><ul><li>Relevant Case Studies </li></ul><ul><li>Content Marketing for Business to Business </li></ul><ul><li>Relevant Case Studies </li></ul><ul><li>Project Pitch </li></ul>
  3. 3. Key Points <ul><li>Content = valuable and useful information NOT just orchestrated messages </li></ul><ul><li>Focus on what a customer needs rather than what you sell </li></ul><ul><ul><li>Address user needs in all published content </li></ul></ul><ul><li>Valuable communications is what differentiates you from competition </li></ul><ul><li>Marketers are publishers today </li></ul><ul><li>Customer relationships don’t end with a payment </li></ul><ul><ul><li>Use content to increase retention rates </li></ul></ul><ul><li>Without good content, community is impossible </li></ul><ul><li>90% of corporate websites talk about “How great they are” </li></ul><ul><li>Buyers are more in control today than ever – not sales organisations </li></ul>
  4. 4. Content Driven Marketing
  5. 5. Content types <ul><li>The content and digital media on your Web site , other microsites, partner sites etc.. </li></ul><ul><li>Articles and other intellectual property or knowledge sharing –professional contributions etc. </li></ul><ul><li>Whitepapers, case studies, w ebinars , podcasts </li></ul><ul><li>Blog posts, reader comments and reactions </li></ul><ul><li>Tweets , status updates </li></ul><ul><li>E-mail newsletters </li></ul><ul><li>Facebook/MySpace /Bebo fan pages and groups </li></ul><ul><li>Videos, demos, presentations, and custom animations </li></ul><ul><li>Product/service reviews </li></ul><ul><li>Forums </li></ul><ul><li>Content widgets </li></ul>
  6. 6. Who creates the content <ul><li>Internally </li></ul><ul><ul><li>Find employees who are knowledgeable and want to write </li></ul></ul><ul><ul><li>Re-purpose content that has been created over time for different media </li></ul></ul><ul><li>Partners, customers and third party experts </li></ul><ul><ul><li>Publish whitepapers, webinars, eBooks, articles etc…with partners </li></ul></ul><ul><li>Customers </li></ul><ul><ul><li>If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc.. </li></ul></ul><ul><ul><li>You can allow customers to make product recommendations – crowdsourcing </li></ul></ul>
  7. 7. What we want our content to do <ul><li>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. </li></ul><ul><li>Mindshare - we need people to spend enough time with our content to actually &quot;get&quot; the ideas it's sharing. </li></ul><ul><li>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. </li></ul><ul><li>Action - your content is sent out on a mission to get people to DO something. </li></ul><ul><li>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.? </li></ul><ul><li>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. </li></ul><ul><li>Competence - your content must provide evidence that your company can actually do what it says it can. </li></ul><ul><li>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 </li></ul>
  8. 8. Owned Media Solutions
  9. 9. Leveraging Owned Media Assets <ul><li>Recognise the value in your owned media assets </li></ul><ul><ul><li>Websites, mobile applications, digital conversations/interactions etc. </li></ul></ul><ul><li>Brands/Businesses are becoming publishers and media outlets </li></ul><ul><ul><li>No limits to what an organisation can publish online for the consumption of their consituencies </li></ul></ul><ul><li>Become trusted knowledge experts in your business or sphere of operations </li></ul><ul><li>Establish trust and develop relationships with customers and prospects </li></ul><ul><ul><li>Be engaging, entertaining, educative, informative etc.. </li></ul></ul><ul><ul><li>Allow user participation and transparent engagement </li></ul></ul>
  10. 10. Advantages <ul><li>Creates demand generation and awareness through value add publishing </li></ul><ul><li>Creates a less-frictional way of converting prospects into sales </li></ul><ul><ul><li>When used in conjunction with lead management systems </li></ul></ul><ul><li>Helps build long-term relationships rather than one-off sales </li></ul><ul><li>Creates stickiness to your owned media assets (rather than to paid ones) </li></ul><ul><li>Once started, provides an ongoing process and framework to control and publish valuable information </li></ul>
  11. 11. Content Mktg: Success Vs Failure <ul><li>Characteristics of Success </li></ul><ul><ul><li>Understanding the informational needs of your customers </li></ul></ul><ul><ul><li>Knowing how those informational needs mix with your marketing goals and objectives  </li></ul></ul><ul><ul><li>Mapping content schedule to user profiles and buyer cycles </li></ul></ul><ul><ul><li>Being consistent (content marketing is a marathon, not a sprint) </li></ul></ul><ul><ul><li>Listen and continually evolve the program </li></ul></ul><ul><li>Characteristics of Failure </li></ul><ul><ul><li>Always s elling, rather than informing and educating </li></ul></ul><ul><ul><li>Not listening, thus not evolving the content program </li></ul></ul><ul><ul><li>Waiting for perfection to come before you deliver the content. </li></ul></ul>
  12. 12. Inbound Marketing V Content Marketing Debate – Semantics?
  13. 13. Hubspot – Inbound Marketing Company view
  14. 14. Social Media Landscape
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