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Content Marketing 201

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Why Content Marketing Is More Important than Ever and What You and Your Team Can Do About It

Why Content Marketing Is More Important than Ever and What You and Your Team Can Do About It

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  • 1. nick westergaard | branddrivendigital.com | 2014 BRAND DRIVEN digital Content Marketing 201: The Content Mindset Why Content Marketing Is More Important than Ever and What You and Your Team Can Do About It
  • 2. Conversation Reminder @NickWestergaard
  • 3. Content Is Kind of Big Deal
  • 4. User Generated Content!
  • 5. Content Marketing 201 ‣ The Content Marketing Landscape ‣ What Makes Great Content ‣ Everyone’s a Publisher (and What That Means) ‣ That’s Cool But It Won’t Work for Us ‣ Planning Your Content Strategy
  • 6. 1 The Content 
 Marketing Landscape
  • 7. Content Is Fire. Social Media Is Gasoline. – Jay Baer Photo via Flickr user DrPete
  • 8. Photo via Flickr user floeshie The Age of Interruption Is Over
  • 9. “– seth godin You can’t interrupt or YELL your way to WINNING.”
  • 10. “ – eric schmidt, executive chairman, google EVERY TWO DAYS we create as much information as we did from the dawn of civilization to 
 up until 2003.
  • 11. A Poetic Dynamic ‣ Paid ‣ Owned ‣ Earned ‣ Media
  • 12. Content by the Numbers
  • 13. Over 90%of all marketers use content marketing 
 — b2c, b2b, & non-profit sectors! Source: Content Marketing Institute/MarketingProfs
  • 14. Effectively Using? Only 44% (B2C)
  • 15. Effectively Using? Only 41% (B2B)
  • 16. Effectively Using? 52% (Non-Profit)
  • 17. Over 50% of content marketers lack a documented content strategy — includes b2c, b2b, & non-profit sectors Source: Content Marketing Institute/MarketingProfs
  • 18. Nearly 70% of content marketers have someone to oversee content marketing — includes b2c, b2b, & non-profit sectors Source: Content Marketing Institute/MarketingProfs
  • 19. Over 41% of content marketers are producing more content than last year — includes b2c, b2b, & non-profit sectors Source: Content Marketing Institute/MarketingProfs
  • 20. B2C Marketers Use About 12 Forms
  • 21. B2B Marketers Use About 13 Forms
  • 22. Non-Profits Marketers Use 11 Forms
  • 23. Brand 
 Awareness was the top organizational goal for content in the b2c and b2b sectors while fundraising was top for non-profits Source: Content Marketing Institute/MarketingProfs
  • 24. Web Trafficwas the top form of content measurement in the b2c and b2b sectors while increased funding was top for non-profits Source: Content Marketing Institute/MarketingProfs
  • 25. Most Plan on Increasing Budgets
  • 26. 24%, 30%, 20% perecent of budget allocated toward content marketing efforts for b2c, b2b, and non-profit Source: Content Marketing Institute/MarketingProfs
  • 27. Writing 
 & Design are most likely to be outsourced across all sectors — b2c, b2b, and non-profit Source: Content Marketing Institute/MarketingProfs
  • 28. Top Challenges — B2C
  • 29. Top Challenges — B2B
  • 30. Top Challenges — Non-Profit
  • 31. Content Challenges & Pain Points ‣ Content Strategy ‣ Producing Effective & Engaging Content ‣ Producing Enough ‣ Time ‣ Budget
  • 32. 2 What Makes 
 Great Content?
  • 33. Why Do We Need Great Content? Source: businessesgrow.com
  • 34. 1. Helpful Photo via Flickr user gruntzooki
  • 35. Helpful Content
  • 36. Short-Form Help
  • 37. Helping Customers in Six Seconds
  • 38. Questions Are Currency Photo via Flickr user Instant Vantage
  • 39. Photo via Flickr user Anonymous Account 2. Value
  • 40. Useful Photo via Flickr user Anonymous
  • 41. 3. Builds Relationships Photo via Flickr user tim parkinson
  • 42. Building Relationships
  • 43. 4. Timely Photo via Flickr user North Charleston
  • 44. Not Always Digital But Timely
  • 45. Business Centric & Customer Aware great content is both
  • 46. 3 Everyone’s a Publisher (So, What Does That Mean?)
  • 47. Think Like a Publisher Photo via Flickr user Herkie
  • 48. Be a Brand Journalist Photo via Flickr user wishnu.hy
  • 49. YOU Are a Media Platform
  • 50. Deadlines Matter Photo via Flickr user Droid Gingerbread
  • 51. Just Push Publish Photo via Flickr user Droid Gingerbread
  • 52. 4 That’s Cool. But That Won’t Work for Us.
  • 53. #SadTrombone Photo via Flickr user CarbonNYC
  • 54. Channel Stuart Smalley Photo via Flickr user evoo73
  • 55. “– david b. thomas, salesforce marketing cloud The Bs and Cs are ALL PEOPLE.”
  • 56. Helping: B2B Edition
  • 57. Enhancing Lead Gen
  • 58. Source: lplegal.com/our-people
  • 59. Non-Profits Too
  • 60. 5 Planning Your 
 Content Strategy
  • 61. The 6 Ps of Content Strategy ‣ Purpose ‣ People ‣ Preference ‣ Production ‣ Promotion ‣ Propulsion
  • 62. Purpose Photo via Flickr user paul-simpson.org
  • 63. People Photo via Flickr user Fire At Will
  • 64. Preference Photo via Flickr user Mavroudis Kostas
  • 65. Production Photo via Flickr user Illusive Photography
  • 66. Promotion Photo via Flickr user Jamiesrabbits
  • 67. “ – derek halpern, social triggers Create content 20% of the time. Spend the other 80% of your time promoting what you created.
  • 68. Photo via Flickr user C! Propulsion
  • 69. Propulsion: Learn to Love the Logos Photo via Flickr user kdonovangaddy
  • 70. Make Your Content More Shareable ‣ Ask Them to Share! ‣ Provide Sharing Icons/Options — Numerous ‣ Include Tweetable Passages/Links ‣ Incentivize Sharing — Additional Content, Contest ‣ Measuring Sharing with bit.ly
  • 71. Create Content Worth Sharing bottom line: if you want your content shared
  • 72. Planning the 6 Ps Helps You Plan the Work and …
  • 73. Need People to Work 
 the Plan
  • 74. Photo via Flickr user otama Biggest Mistake
  • 75. Content Questions?
  • 76. nick westergaard | branddrivendigital.com | summer–fall 2013 BRAND DRIVEN digital nick westergaard | branddrivendigital.com | 2014 BRAND DRIVEN digital nick westergaard | branddrivendigital.com | 2014 BRAND DRIVEN digital Questions?! blog: branddrivendigital.com podcast: worktalkshow.com
 twitter: @nickwestergaard