Surfing the Content Marketing Tsunami


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  • Surfing the Content Marketing Tsunami

    1. 1. Welcome!
    2. 2. Let’s Go Surfin’ Now
    3. 3. Dawn Donut 1978 <ul><li>Started regional, went global </li></ul><ul><li>Marketing choices </li></ul><ul><ul><li>Print advertising </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Trade shows </li></ul></ul><ul><li>4 ad pages/month </li></ul><ul><li>Bakery Magazine </li></ul><ul><ul><li>30,000 readers </li></ul></ul><ul><li>$300,000/year in today's dollars </li></ul>
    4. 4. Fast Forward to 1998 Dawn Foods Website
    5. 5. 2008 Reality: Buyers Go 1 st to Web Who would consider huge B2B print campaign?
    6. 6. Content Marketing: It’s the Mindset, Not the Money! Content marketing is the art of understanding exactly what your customers need to know, and delivering it to them in a relevant and compelling way. By delivering content that is vital to your target market you will begin to take on a trusted and valuable role in their lives. That’s the essential first step of turning prospects into customers.
    7. 7. Content Marketing Key Elements <ul><li>Be customer-centric </li></ul><ul><li>Respond to new marketing realities </li></ul><ul><li>Prepare for a very different future </li></ul><ul><li>Think like a publisher </li></ul>
    8. 8. You Face Game-Changing Transformations <ul><li>Buyer behavior </li></ul><ul><li>Media upheaval </li></ul><ul><li>Marketing strategy </li></ul>
    9. 9. Buying Transformation <ul><li>Make up their own minds </li></ul><ul><li>Thorough research before contact </li></ul><ul><li>Don’t want to be interrupted </li></ul><ul><li>Don’t want to be sold </li></ul>
    10. 10. Media Transformation Who publishes this magazine?
    11. 11. Marketing Transformation <ul><li>Abandoning traditional media </li></ul><ul><li>Replacing traditional media function </li></ul><ul><li>Absolute control of message </li></ul><ul><li>Infinite reach </li></ul><ul><li>Measurable </li></ul>
    12. 12. Content Marketing = Thinking Like a Publisher <ul><li>Who are your customers? </li></ul><ul><li>What are their most pressing concerns, interests, problems? </li></ul><ul><li>Provide relevant & compelling content to address those problems </li></ul><ul><li>Become trusted source of information and potential solutions </li></ul><ul><li>Make it easy for them to take action </li></ul>
    13. 13. 4 Very Different Content Marketing Success Stories <ul><li>Ann Porter </li></ul><ul><li>David Lawrence Center </li></ul><ul><li>Northern Trust </li></ul><ul><li>Mind Jet </li></ul>
    14. 14. Ann Porter: Solopreneur <ul><li>Abandoned traditional marketing </li></ul><ul><li>Still networks and volunteers </li></ul><ul><li>100% online </li></ul><ul><li>Virtually zero cost </li></ul><ul><li>Blogs build credibility </li></ul><ul><li>Blogs reinforce expertise </li></ul>
    15. 15. Ann’s Website
    16. 16. KitchAnn Style Blog
    17. 17. Ann’s NDN Blog
    18. 18. David Lawrence Center: Becoming Really Accessible <ul><li>Trista Meister is only communications person </li></ul><ul><li>Partnered with local web design firm </li></ul><ul><li>Old website was content challenged </li></ul><ul><li>New website is content-rich </li></ul><ul><li>Easy entry for future clients </li></ul><ul><li>Complements fundraising </li></ul>
    19. 19. Old David Lawrence Website
    20. 20. Old David Lawrence Interior Page
    21. 21. New David Lawrence Website
    22. 22. When You Really Need Help
    23. 23. Northern Trust: Integrated Marketing Strategy <ul><li>Always customer-centric </li></ul><ul><li>Always great at in-person content marketing </li></ul><ul><li>Now extending to Print and Online </li></ul><ul><ul><li>Clients </li></ul></ul><ul><ul><li>Advisors </li></ul></ul>
    24. 24. Wealth Magazine: Precisely Targeted
    25. 25. A Customer-centric Website
    26. 26. Online/eNewsletter Advisor Resources
    27. 27. Mind Jet & Mindmapping <ul><li>Mindmapping not broadly understood </li></ul><ul><li>Word of mouth critical </li></ul><ul><li>No traditional marketing </li></ul><ul><li>100% content marketing </li></ul><ul><li>Wide online content variety </li></ul><ul><li>Spectacular product launch </li></ul>
    28. 28. Walking the Walk on the Web
    29. 29. New Version Launch Targets Press and Analysts with Unique Content
    30. 30. Putting Content Marketing to Work for the Gulf Coast PRSA Team <ul><li>Go for thought leadership </li></ul><ul><li>A website full of content </li></ul><ul><li>A blog full of opinion </li></ul><ul><li>Increased membership </li></ul><ul><li>Increased business for members </li></ul><ul><li>Easy to manage </li></ul><ul><li>Very inexpensive </li></ul>
    31. 31. PRSA’s Site Today
    32. 32. PRSA Boston—You Can Surpass
    33. 33. Some Rough Website/Blog Concepts Click
    34. 34. Learn More About Content Marketing
    35. 35. Learn More About Content Marketing The weekly ContentMarketingToday eNewsletter
    36. 36. Learn More About Content Marketing Today: Free Book This Spring: the Hardcover Edition
    37. 37. Content Marketing Sweeps In <ul><li>It works </li></ul><ul><li>It reflects reality </li></ul><ul><li>It’s flexible </li></ul><ul><li>It’s scalable </li></ul><ul><li>It has a future </li></ul><ul><li>It’s affordable </li></ul>
    38. 38. Predictions for our Local Content Marketers: <ul><li>Ann Porter becomes one of Northern Trust’s wealthiest clients </li></ul><ul><li>Trista Meister success keeps her from becoming a patient at the David Lawrence </li></ul><ul><li>Judy Bricker does a leveraged buyout and takes Northern Trust really private </li></ul>
    39. 39. Ride the Awesome Content Marketing Tsunami Safely to Shore