Defining Content Marketing• Content marketing is the art of communicating with your customers and prospects without selling.• Content Marketing is non-interruption marketing.• Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent, informed and inspired.
If we get our content marketingright, consumers will ultimatelyreward us with their business andloyalty.
The history of content marketing Content marketing is a recent “buzzword” but its actually been around in one shape or another for many years.From the early days of radio, P&G created radio dramas for housewives. Video: Content Marketing and the power of story
Why Content Marketing?• Technology is changing consumer behaviour in ways we couldn’t imagine just a few years ago.• We now ask others for information as a last resort• Before making a purchase decision, we research
consumers to gather information and reach out to real people, in real time. Ask my friends online Ask a forum Ask my social contacts Search Google Search Facebook
Behavioural Changes• The age of Google: “Google It”• In 2010, consumers went to 5.3 sources of information before making a purchase decision.• In 2012 this doubled to 10.4 sources of information.
Trust in Advertising has changed. changed.• A 2012 study found 90% of consumers trust:• Brand or product recommendations from friends or family via social media or word- of-mouth.• Brand recommendations and reviews that is professionally written, from influencers and from user generated content.
Yet.....• Only 10% of consumes trust traditional advertising.• Only 20% of consumers trust promotional advertising on digital media outlets.
The reality we face as marketers• Brand-led advertising online and offline has lost its allure.• Today’s consumers decide where, when, and how they want to engage with brands.• With multiple interconnected devices at their fingertips at any one time, these perpetually connected consumers can opt in or out of content as they choose… Marketers face a higher bar to engage consumers, who have more media options than ever before.• Content Marketing has the ability to create brand differentiation by bridging the gap between fading trust in traditional advertising and digital media’s efficient reach.- Tracey Stokes, Forrester Digital Marketing Analyst
Content Marketers Leading the Way Video: Coca-Cola 2020
Coke will use content marketing toreach a “disproportionate share ofpop culture and consumerconversations”- Jonathan Mildenhall, Coca-Cola
Mission• Inform, engage and inspire the next generation of Australian health insurance buyers, and attract them to the HIF brand.• To do this, we will provide useful, informative and entertaining content to Australians aged 21-39.• Content will be primarily focused on health, diet, fitness, inspiration and positive life messages.
Step 1: We Defined our Audience• We Identified who our target audience.• This should be done via a consultation and fact finding process with the client.• Key finding: They were loosing market share to big players like BUPA.
Step 2: Research• We set out to find about out what our audience likes.• We looked at TV ratings, successful online content, popular news stories and pop culture.• We undertook a landscape analysis, asking their current audience and testing.• We settled on Food, fitness and fun!
Step 3: Content Streams• We determined relevant content streams that would engage our target demographic• We searched high and low for a food/diet/healthy eating bloggers
Step 4: Distribution Outlets• We chose to host our content on the website blog.• We chose to distribute this content and engage users on: Facebook, Twitter, Google+, Instagram & LinkedIn• We used paid media (Facebook ads) & influencer outreach (Promoted Twitter posts)
Step 5: Measurement• We spent time gathering and analysing data, including:• Reach (Unique people reached with each content piece)• Engagement (How many comments, shares per content piece)• Leads (How much interest are we generating per content piece)• Sales (How many conversions have we
How to Develop Your OwnContent Marketing Strategy
Step 1: Look at the Big Picture Understand your business goals: What do we sell?How does content fit into the marketing program? Will it complement your campaigns? Can we get buy in from our stakeholders? Most Important: Set goals!
Step 2: Develop a Customer theory of Mind who knows most Find someone in the business about your customers: Their motivations Their needs Their desiresIt could be the call centre, could be the CMO, it could be the customers themselves.
Step 3: Research and analysisSearch the internet for 3rd party sources Case studies Reports Competitors Industry peers Audit your current social activities Audit your library of content
Step 4: Create a content programDecide on your content: Blog, images, infographics, video? Decide your medium: Website, microsite, Facebook, Twitter, Instagram Brainstorm with key stakeholders
Step 5: Execute Create a content calendar: Outline dates, content categories and post timing.Change your tone, content length etc depending on the medium you posts to: Twitter is limited by text restrictions Facebook wont allow you to post certain imagery Be engaging and build your community: Ask lots of questions Respond to feedback
Step 6: Report and refine Create monthly reports. Measure key data. Tools: Google analytics Facebook conversion tracking Radian6 Do more of what works! Do less of what doesn’t work