BMA Carolinas - Heros and Underdogs: How Content Marketing Levels the Playing Field

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BMA Carolinas - Heros and Underdogs: How Content Marketing Levels the Playing Field

  1. 1. Heroes & Underdogs:How Content Marketing Levelsthe Playing Field Carla Johnson Principal t: @CarlaJohnson
  2. 2. Content marketing is like sex in high school: Everyone says they’re doing it… but few really do it well.Source: MarketingProfs
  3. 3. 5,000MESSAGES A DAY
  4. 4. CARLA JOHNSON :: Principal @CarlaJohnson
  5. 5. CONTENT MARKETINGDOESN’T COMPETEWITH OTHER MARKETING
  6. 6. John Deere launchedTHE FURROWin 1895.Today : 1.5M circulation 40 countries 12 languages
  7. 7. 91%OF B2B MARKETERS USECONTENT MARKETING
  8. 8. MARKETERS 5% have a content marketing strategy Use an average of 12 different tactics Biggest increase from 2011 to 2012: •  Research Reports •  Videos •  Mobile Content •  Virtual Conferences
  9. 9. Social Media ImpactsB2B Decision Makers WorldwideB2B decision makers who 60% of B2B decision Decision makers aremaintain a social makers use social media actively participating in anetwork profile has to help inform variety of ways:increased significantly professional decisions o  Reviewing products & services o  Posting in forums
  10. 10. TODAY’SCONVERSATIONBusinessObjectivesContextMeasurement
  11. 11. TYINGCONTENT MARKETING TO  BUSINESSOBJECTIVES
  12. 12. THE CEO/MARKETINGDISCONNECT73 % of CEOs think marketers lack business credibility and aren’t the growth generators they should be69 % of marketers feel their strategies do make an impact on the business, even if they can’t quantify or prove it. Source:  The  Fornaise  Marke2ng  Group  
  13. 13. BUSINESS OBJECTIVESVS ACTIVITYObjective: Improve customer engagement and upsellWeb  Traffic   Qualified  Leads  30% 90%Average  Engagement   3RD PARTY2 min CONVERSIONS
  14. 14. CONTENTWITHCONTEXT
  15. 15. “People will forgetwhat you said,people will forgetwhat you did, butpeople will neverforget how youmade them feel.”- Maya Angelou
  16. 16. PERSONASComposite of characteristics of a group ofpeopleUnderstand their perspective, fears, drivers andcontent needs:Types of contento  How they access ito  What messages resonate with themo  What matters when in the buyer’s cycle
  17. 17. CONTENT MARKETING FUNNELSource: Managing Content Marketing
  18. 18. 5 W’S OF CONTENTWHO are you talking to?WHEN in their decision-making process?WHERE/HOW are they connecting with you?WHAT do they want to know?WHY do you matter to them?
  19. 19. MEASUREMENTWITH MEANING
  20. 20. MEASUREMENTGUIDELINES1.  Tie to your business objectives2.  Know what’s important to measure3.  Measure what drives the behavior you want4.  Use metrics to make refinement5.  Be OK with failure
  21. 21. Carla Johnson, PrincipalType A Communications(720) 344-0987carla@goTypeA.comwww.goTypeA.comType A Communications@carlajohnson

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