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The Realities of Content Marketing - TechMeetups Sydney
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The Realities of Content Marketing - TechMeetups Sydney


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Presentation delivered to the TechMeetups Sydney crew in July 2013. Based on the assertion 'content is king', the presentation digs deeper into the truth behind that statement, how to make great …

Presentation delivered to the TechMeetups Sydney crew in July 2013. Based on the assertion 'content is king', the presentation digs deeper into the truth behind that statement, how to make great content, and some best practice industry examples from Red Bull, Oreo, Smart Car and IBM.

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  • Interesting content is one of the top 3 reasons why people follow brands on socialThat’s why $118.4 billion will be spent on content marketing, video marketing and social media in 2013B2B companies that blog generate 67% more leads than those who do not78% of CMOs think custom content is the future of marketing – personalisation and relevance are keyArticles with images get 94% more viewsMobile-optimised content marketing increased from 15% in 2011 to 33% in 2012
  • from Attach Media explains:Major difference between traditional marketing and the new approach through content marketing is disruption vs valueWhat we as a business believe you’ll find valuable and serving it up vs what you’ve told us is valuable and providing itThen providing it in the right form and in the channels where you’re activeContent of mutual benefit, not ‘advertising’ or broadcastingWe’ll look at some examples in a moment where we should consider what value they’ve provided through their content, whether from an entertainment, humour, education or inspiration perspective.
  • 9/10 people start their web browsing session on a search engine. 60% of the ‘purchase decision making process’ is made before they come to an asset you ‘own’. This is how your business is being found. Whether you’re found or not largely depends on your content. Makes sense to have good content.
  • www.chunkofchange.comBut there’s absolutely no value in just producing content for the sake of it...
  • Or you’ll end up in a ‘build it and they will come’ scenario. An amazing microsite or infographic or facebook page but no one’s watching or engaging with your content. Why? As Seth Godin put it: “If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.” – what is it about your business or brand that distinguishes you from others and will allow you to create content of value to your audience?Everything must tie back to your brand strategy and customer need.
  • So this is a simple model I’ve pulled together which explains the fact that there is more to content marketing than content. In fact, content really should be the last piece of the puzzle.Audience – first you need to get under the skin of your audience: what are they talking about, what do they value, who do they value, where are they talking, how do they perceive your brand already? Undertake social listening to identify these characteristics – Radian6, Tracx, Sysomos, or manual audit using free toolsChannel – Then you need to build the best presence to match your audience’s needs – no point talking in Facebook if your audience is all on Google+; don’t underestimate the importance of having the correct channel strategy, particularly when time poor as creating once and posting to many isn’t an effective strategy. Also don’t forget the delivery platform. If you analyse your web traffic, you might find that 60% of your mobile browsers are coming from Android – remember to consider them when building apps or a mobile optimised site.Content – with those two considerations in mind, now we need to make sure you’re meeting your audience with the right content in the right channels at the right time; need an efficient, responsive content team who knows how to blend audience’s needs with brand values. As with your channel strategy, don’t underestimate the value of taking the time to produce quality content and how to do it.When you look at this wheel, it doesn’t really matter whether you’re talking about images, videos, blog posts, infographics or tweets – it’s the content which is most relevant to your audience and delivered to them in the right way that will be successful. Add value.Then you simply need to continue optimising based on feedback and community response. Always assess the effectiveness of your content.
  • While Oreo would no doubt have a large budget, they have chosen to be very clever, simple and timely rather than OTT.
  • Superbowl - 15-person social media team – 15,000+ RTs and 20,000+ likes on Facebook – more conversation than any of the ads paying nearly $4 million a spot
  • Tonight is just the beginning – need to take the time to develop your own individual approach and process for effective content marketing based on available resources, business priority and audience need.
  • Transcript

    • 1. The Realities of Content Marketing @rogerchristie #techmeetupsTechMeetups Sydney © Web Marketing Hero
    • 2. @rogerchristie #techmeetupsTechMeetups Sydney
    • 3. What we’ll cover tonight Why content matters What ‘content is king’ really means What’s effective content marketing Who’s doing it well Where to start Q&A @rogerchristie #techmeetupsTechMeetups Sydney
    • 4. @rogerchristie #techmeetupsTechMeetups Sydney
    • 5. Content matters... @rogerchristie #techmeetupsTechMeetups Sydney
    • 6. @rogerchristie #techmeetupsTechMeetups Sydney © Chunk of Change
    • 7. @rogerchristie #techmeetupsTechMeetups Sydney ...nothing replaces great strategy © The Atlanic
    • 8. Content marketing pillars @rogerchristie #techmeetupsTechMeetups Sydney Audience Fascination Channel Presence Content Engine
    • 9. @rogerchristie #techmeetupsTechMeetups Sydney
    • 10. @rogerchristie #techmeetupsTechMeetups Sydney © Red Bull Stratos
    • 11. @rogerchristie #techmeetupsTechMeetups Sydney
    • 12. Yep, but we don’t all have astronomical budgets... @rogerchristie #techmeetupsTechMeetups Sydney © LEGO
    • 13. Smart Car • Listening • Brand voice • Humour • Shareable • Technical @rogerchristie #techmeetupsTechMeetups Sydney
    • 14. Oreo • Timely • Relevant • Brand voice • Shareable @rogerchristie #techmeetupsTechMeetups Sydney
    • 15. @rogerchristie #techmeetupsTechMeetups Sydney
    • 16. @rogerchristie #techmeetupsTechMeetups Sydney
    • 17. IBM: THINK • Personalised • Relevant • Business objectives • Useful/educational @rogerchristie #techmeetupsTechMeetups Sydney
    • 18. What you can do now Assess tonight’s tools Start with intelligence Build customer profiles Develop/refine your channel presence Build your best content toolkit Get creative @rogerchristie #techmeetupsTechMeetups Sydney
    • 19. @rogerchristie #techmeetupsTechMeetups Sydney © life_has_no_limits Or contact me in private if things still feel a little overwhelming... or