IBAT-OverviewContentMarketing

Content Marketing Programmes Keith Feighery

Moodle Information contained within Admission Pack IT Services – 01-4177573 Slides – www.slideshare.net/kfeighery

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

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

Content Driven Marketing

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.

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

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

Owned Media Solutions

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

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

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.

Inbound Marketing V Content Marketing Debate – Semantics?

Hubspot – Inbound Marketing Company view

Social Media Landscape

IBAT-OverviewContentMarketing

by Digital Insights

Accessibility

Categories

Upload Details

Usage Rights

Statistics

IBAT-OverviewContentMarketing Presentation Transcript