Content marketing workshop york 301112

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Summary presentation from our event - "Content Marketing for 2013" event in York on 30.11.12

Summary presentation from our event - "Content Marketing for 2013" event in York on 30.11.12

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Transcript

  • 1. CONTENT MARKETING FOR 2013 30.11.12
  • 2. A newera. Newopportunities.Being where your consumers/customers are.Creating content with a purpose.Connecting people with great content..
  • 3. Whyyouare here.
  • 4. Convergence. + + + + + +
  • 5. #contentmarketing2013
  • 6. GREAT CONTENTMARKETING BY BRANDS
  • 7. LEARNING FROM BRANDS THAT DO CONTENTMARKETING WELL: BUT CAN YOU GUESS WHO?INNOVATIVE – INTUITIVE – REVOLUTIONARY Clue: Think different
  • 8. LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?• SECRET – AMERICAN DREAM – ENERGETIC • Clue: It’s the real thing
  • 9. LEARNING FROM BRANDS THAT DO CONTENTMARKETING WELL: BUT CAN YOU GUESS WHO?A SHOE – A COMPANY – A JOURNEY Clue: Just do it
  • 10. LEARNING FROM BRANDS THAT DO CONTENT MARKETING WELL: BUT CAN YOU GUESS WHO?• MAGIC – PROPER RUSTIC – DISHED UP • Clue: Lovely jubbly
  • 11. LEARNING FROM BRANDS THAT DO CONTENTMARKETING WELL: BUT CAN YOU GUESS WHO?100% PURE – NATURAL - DELICIOUSClue: fruit and nothing but nothing but fruit
  • 12. PUTTING CUSTOMERSAT THE HEART OF YOUR CONTENT MARKETING
  • 13. Connecting withcustomers.Customers & who they really areCreate content with a purpose – for you and forthemCustomer lifecycle
  • 14. COMMUNICATION& CONTENT MARKETING JAMES CARNEGIE-BROWN. CARNEGIE ORR
  • 15. WE ARE AN S&M WORLD (SOCIAL & MOBILE)
  • 16. “Little pellets oflove”
  • 17. There are more I phones sold per day (402k) than people bornin the world per day (300k)Mobile has doubled in the last 18 months – 10% of all internetusage worldwide (TNW)91% of mobile internet access is for social activities, versus just79% on desktops (Hubspot)
  • 18. “Twitter is thesecond screen” 80% of Twitter users access it on their phones. “Twitter is like a bridge connecting different media” 44% of marketers have had business from Twitter.
  • 19. “We’re“Twitter is theall mad for a bit ofsecond screen”Instagram”80% of Twitter users access it on their phones.People use an average of“Twitter is like a bridge connecting different media” Photo & Video sharing/viewing is 5 million Instagram photos uploaded per day.
  • 20. ORM LONDON – PETER GOUGH & LORENZO VANCINI
  • 21. HOW WE MEASURE ROI & CREATE ACTIONS
  • 22. You are what youmeasure….
  • 23. Action ContentContent CreationPublishing Analysis
  • 24. Conversion Optimisation – The Campaign Hub A visitor is identified by The Campaign Hub as being interested in ski packages and winter holidays.
Using The Campaign Hub, the website can display targeted versions of each page to each individual visitor in real-time.