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Inside a Content Marketing Agency
- 1. Speakeasy: Digital Agency in Action ! October 28, 2013 @mikeorren / @yourspeakeasy CONVERSATIONS THAT CONVERT
- 2. Here we go again TEXT
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- 5. US Newspaper readers TEXT US Facebook users
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- 12. BORRELL LOCAL DIGITAL SERVICES SURVEY, 10/12 Ad buys (display, video and search) TEXT “Digital Services”
- 14. You are positioned to win TEXT
- 15. But enough about you… TEXT
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- 18. Social media marketing is… Using social media channels to market a brand (retail, auto, b2b, even a newspaper). Multichannel. SEO-enhancing. Hybrid of sales and service. Measurable. Just another (BIG) channel where the rules still apply – The message matters. TEXT
- 19. Social media marketing is NOT… Free. One-size fits all. SEO. Conversion mechanism (often). Just Facebook, Twitter and whatever new launches this week. About “likes” and “follows” – or even “engagement.” Measurable* *Yes, I realize the contradiction TEXT
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- 23. SPEAKEASY
- 25. WAIT. LET THE FLASH LOAD CHEESY STOCK IMAGE BLOG NOT UPDATED KEYWORD, VERB, KEYWORD GIBBERISH NO VIDEO SPEAKEASY
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- 28. “MARKETING HAS BECOME A CONTENT WAR AND NOBODY IS BETTERPOSITIONED TO WIN A CONTENT WAR THAN A CONTENT COMPANY.” JIM MORONEY PUBLISHER & CEO, THE DALLAS MORNING NEWS CHAIRMAN, SPEAKEASY SPEAKEASY
- 29. But, that’s only half the story TEXT
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- 33. Long game. Cost-effective, driving down promo cost. Yields engaging social. Lives in controlled environment that encourages conversion Fast action. Requires media for fast wins. High-cost. Drives social activity and accelerates growth of content engagement. Ideal distribution channel for content and promos. Encourages user participation SPEAKEASY
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- 45. What it takes: Great content Strong ledes 24-7 operation Knowing community Relevance Nimbleness Understanding of crisis management Customer service Sales relationships Promotions mindset Bully pulpit to amplify when Plan A fails TEXT
- 46. What it takes: Great content Strong ledes 24-7 operation Knowing community Relevance Nimbleness Understanding of crisis management Customer service Sales relationships Promotions mindset Bully pulpit to amplify when Plan A fails TEXT
- 47. Challenges: If you suck at social media. If you think it’s just advertorial. Gold rush of tools Daily change Local is harder than national in social Scale Tools TEXT
- 48. Who are the customers? For self-serve tools – SMB’s For service and content – Newspaper advertisers Speakeasy sales and pending by volume National 3% Media 3% B2B 9% Real Estate 9% Speakeasy sales and pending by revenue Media 3% B2B 2% Nonprofit/Church/Cause 6% Home 8% Medical 20% National 21% Real Estate 8% Home 9% Nonprofit/Church/Cause 17% Retail 9% Auto 9% Medical 20% Agency 9% Retail 11% Agency 14% TEXT Auto 12% SPEAKEASY
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- 51. Range of engagements Content only: Articles for $100$250 each (minimum $25k buy) Video: $5k for one day; one location; as many videos as possible Typical turnkey: $2k - $5k / month Blog or other content site Manage multiple social nets Promotions Deep metrics and competitive analysis Sweet spot-best margins TEXT Specialist: Up to $250k Using every tool in the box to solve a specific problem Very customized and time intensive Generally involves custom software and lots of content
- 52. Proving it works Promotions that convert Fangated and share-encouraging Contests Coupons Deals Metrics beyond likes “Edgerank” Listening metrics and demographics Check-ins SEO Reviews / testimonials Oh, and OK, sure, if you insist– “Likes” too TEXT
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- 60. What we’ve learned Longer sales cycle than expected Higher AVO than expected Every deal is custom Content really is king– about 1/3 of business is more content than social Work is frontloaded Most successful with all three pillars Subjectivity is a tough pill Need ramp-up time Best promos are multi-channel Must supplement with paid (or owned) media Not every client is a fit TEXT
- 61. speak to us. easily. www.yourspeakeasy.com @yourspeakeasy speak@yourspeakeasy.com 214-977-8925