Fifth week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan.
Topics covered within the presentation include:
Content Marketing
Video Marketing
Influencer Marketing
For more please visit: www.aycaturhan.com/man423
2. What Is Content Marketing?
• Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly
defined and understood target
audience – with the objective of
driving profitable customer action
(Content Marketing Institute, 2013).
3.
4. Content Is King
• Content is an essential component of
digital marketing tools & disciplines
such as:
– SEO
– Social media marketing
– E-mail marketing
5.
6.
7. Content Is King
• Content marketing strategies enable
companies to attract people to their
products as people relate to solutions,
not products.
8. Virality
• Virality means that the content
spreads from person to person through
the web at a very high rate, attracting
an exponentially growing audience as
it gains popularity.
10. Cool Example: Hubspot
• Hubspot is an internet marketing
company which came up with the term
«inbound marketing»
• Inbound marketing is about using
marketing to bring potential customers to
you, rather than having your marketing
efforts fight for their attention.
• Inbound marketing focuses on creating
quality content that pulls people toward
your company and product, where they
naturally want to be.
11. Cool Example: Hubspot
• Hubspot publishes books, guides, case
studies, worksheets and many other
types of content for free.
21. Cool Example: Dumb Ways To
Die
• It was an effort of Metro Trains
Melbourne to encourage people to
be safe around trains.
22. Cool Example: Dumb Ways To
Die
• More than 100M views on Youtube
• More than 100M total downloads on
Android and iOS combined
• 21% reduction in accidents and deaths
in 2013.
• Source: http://adage.com/article/special-report-music-and-
marketing/numbers-mccann-s-dumb-ways-die-campaign/244455/
27. Video Marketing
• Video offers an extremely rich,
engaging and stimulating experience
for viewers
• Video content has higher clickthrough
rates on search engines compared to
web results.
• Videos have a strong effect on people
and are not as expensive to produce.
29. Cornetto Türkiye
• Paid Views
300.000
• Organic Views
11,1 Millions View
• Average TV Ads
Video Completion
Rate %50 (1 Minute)
• Campaign CR %80
(4 minutes)
• Engagement
– FB Share 318.624
– FB Like 106.967
– FB Comment 23.162
30. Video Content
• How-to guides and tutorials
• Conference talks
• Video presentations
• Valuable industry updates
• Educational lectures
• Product reviews and advice
• Entertainment
31.
32.
33. Will It Blend?
• Channel started in 2006.
• 2006-2008: 700% increase in total
blender sales!
• 919K YouTube Subscribers
• 280 Million video views
37. Who are influencers?
• Influencers are people who are
popular on social media and blogs.
• They also are brand advocates and
niche promoters.
38. Effect of Influencers
• 40% people say that they purchased
an item after seeing it used by an
influencer on YouTube, Instagram,
Twitter or Vine.
• Also, 20 percent of respondents said
they shared something they saw from
an influencer, while one-third of
millennials say they follow a creator on
Twitter or Vine.
http://www.adweek.com/news/technology/twitter-says-
users-now-trust-influencers-nearly-much-their-friends-171367
49. Contact Me
• e-mail: ayca.turhan@hacettepe.edu.tr
• Course Page:
www.aycaturhan.com/man423
50. Sources
• emarketing: The Essential Guide To
Marketing In a Digital World 5 Ed.» by
Rob Stokes and and Minds of Quirk
which is available at:
http://www.quirk.biz/emarketingtextbo
ok/
