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Content Marketing

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Defining blogging as a significant source for content marketing strategies.

Defining blogging as a significant source for content marketing strategies.

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  • 1. Lane Douglas Principal Social Media Solutions ldouglas@market-bridge.com CONTENT4350 East West Highway MARKETINGBethesda, MD 20814 Understanding Blogging’s Importance to240-752-1800 Driving Consumer Choice49 Stevenson St, Suite 660San Francisco, CA 94105415-986-5800www.market-bridge.com@marketbridge 1 –1– ©2012 MarketBridge Corp.
  • 2. Defining Why Which Mapping Vantage 1 DILEMMA STRATEGSOCIAL METRIC ROI PROCESS THE SEARCH Y 2
  • 3. SOCIAL Why Which Question Do You Start With? METRIC Which Traditional marketing always Mapping starts with the question “What ROI best romantic dining Annapolis do I want them to know?” Content marketing starts withPress Enter to search. STRATEG the question “What do THEY Defining Y want to know?” PROCESS Vantage 3
  • 4. The Changing Buyer Puts Marketing at Center Stage SOCIAL Why • 81% of all content research begins with general web research METRIC Which • 35% go directly to vendor websites • 34% go to industry guides and reports Mapping “I’m finding and utilizing more ROI content on the web.” • 23% turn to social media STRATEG Defining Y“Wait... Let me With the rise of mobile devices, specifically smartphones, PROCESS Vantage doing consumer and competitive research on a productGoogle It First...” before we buy is now a default activity for many shoppers. 4
  • 5. SOCIAL Why Education Before Email METRIC Which“Content marketing is the art ofcommunicating with your Mapping ROIcustomers and prospectswithout selling. It is non-interruption marketing. Instead STRATEG Definingof pitching your products or Yservices, you are deliveringinformation that makes yourbuyer more intelligent.” PROCESS VantageContent Marketing Institutehttp://www.junta42.com/resources/what-is-content- 5marketing.aspx
  • 6. Content Types that Are Most Valuable For Directly Supporting SOCIAL Marketing Objectives According to Marketing Professionals Why Worldwide Blog Postslog-posts 37% 39% The Value of Blogging Webinars & Virtual Events as Marketing METRIC 34% Whichal events 38% Industry White Papers 14%e papers 31% Videos Videos 20% In addition to lending itself to Mapping 23% SEO through relevant ROI Data-driven Research Reports 29%h reports User/Peer-Created Content 20% keywords and link-d content 23% building, blogs provide “rich STRATEG 17% content” by perceived experts Defining Vendor-Sponsored White Papers 0% Ye papers Podcasts 10% further driving content 9%Podcasts 6% marketing. PROCESS Vantage 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% B2C B2B 6
  • 7. Defining 2 Why Which Mapping Vantage STRATEG SPECIFICSOCIAL METRIC ROI PROCESS Y ANNE ARUNDEL 7
  • 8. Forum Replies SOCIAL Aggregator 10% Mainstream News Why 5%Volume By Media 14% Forums 4%Type For Travel- Facebook Comments 1%Related Discussions 15% METRIC Videos Which 1%Source: Radian6Dates: 08.23.12 – 09.23.12Locations Mapping ROIDC, Baltimore, Annapolis, Williamsburg Twitter 26%Keywordstrip, vacation, getaway, overnight, shopping, di Blogsning, dinner STRATEG 24% Defining Y Blogs Make Up 2nd For the period of the last 30 days, almost 25% of all PROCESS Vantage conversations related to dining, shopping, or traveling to any Largest Category of the 4 sampled cities happened on blogs. The question is, who was writing this material and what were they saying? 8
  • 9. How Have Your Consumption Habits Changed SOCIAL WhyOver the Past Year? METRIC Which Place a higher Are willing to consider Get more of their Mapping ROI emphasis on the vendor-created content throughtrustworthiness of the content as social networks or source trustworthy recommendations STRATEG Defining Y “Well... Where did With the rise of mobile devices, specifically PROCESS Vantage smartphones, doing consumer and competitive research on a you hear it from?” product before we buy is now a default activity for many shoppers. 9
  • 10. Share of SOCIAL WhyConversation by CitySOC is defined as the percentage of the overall volume where In Contentyour brand is mentioned in conjunction with the industry-related keywords Marketing, Think METRIC Which Williamsburg 3% Opportunity, Not Baltimore 13% Obstacle Mapping Travel Industry Even if your competitors hold ROI 68% the volume, view this as evidence of consumer STRATEG Defining Washington interest, and look to learn what Y 14% Annapolis drives the conversation.Source: Radian6Dates: 08.23.12 – 09.23.12 2% Then, create content around PROCESSLocations this with your unique identifiers VantageDC, Baltimore, Annapolis, WilliamsburgKeywordstrip, vacation, getaway, overnight, shopping, dining, dinner added. 10
  • 11. Lane Douglas Principal Social Media Solutions ldouglas@market-bridge.com CONTENT4350 East West Highway MARKETINGBethesda, MD 20814 Understanding Blogging’s Importance to240-752-1800 Driving Consumer Choice49 Stevenson St, Suite 660San Francisco, CA 94105415-986-5800www.market-bridge.com@marketbridge 11 – 11 – ©2012 MarketBridge Corp.

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