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content
marketing
guide
CLOUDSPOTTING
I�����������CLOUDSPOTTING
ContentMarketingisthetechnique
ofcreatingcommunicative
informationthatisvaluableand
relevanttoaspeci�iedtarget
audience,withthepurposeof
engagingthemanddrivingthem
towardsanactionwhichis
pro�itabletothecompany.
“
”-ContentMarketingInstitute
‘Communicativeinformation’means:email,
strategyguide,tweet,blogpost,Facebook
status,websitetext,video,TVad,businesscard,
whitepaperandmuchmore.Thisiscontentand
contentisalsoyourbrand.
Whyiscontent
marketingimportant?
I�����������CLOUDSPOTTING
5reasonswhyyourcompanyneeds
acontentmarketingstrategy.
First,meaningfulcontentmarketing
isimportantbecauseweliveinaworldof
informationoverload;competitionis
fierceandifyoudon'tdeliverwhatpeople
want:
a)Theywon'tfindyouinthefirstplace
b)Theyareonlyaclickawayfroma
competitor.
Second,developingquality
contentwillattractmanymore
naturallinkstoyoursite.Noneedto
buildlinksartificially,whichisnot
goodpracticeandlesseffective.
Third,ifyourcontentisofa
highquality,usefulandrelevant,
customerswillcontinuetorefertoit
overtime.Thisistheprocessthat
buildstrustandbrandrecall.
Eventuallythesepeoplewillreward
youwiththeirbusiness.Thisreally
doeshappen,lookatInstagramfor
example.
Fourth,whenitcomesto
contentmarketing,don’twaitfor
yourcompetitors,beproactive.
Whatmattersisthatcompanies in
otherindustriesareembracing
contentmarketingandtheyare
alteringtheexpectationsofYOUR
customers.
Fifth,goodcontentcreates
customerloyaltyandhasa
measurableeffectonyour
customer’sbehaviour.
Aims
A���,A��������A���������CLOUDSPOTTING
Inapreviousguide,‘DigitalMarketing
Strategy:TheRulesofEngagement’,the
importanceofsettingS.M.A.R.T(Specific,
Measurable,Attainable,RelevantandTimely)
objectiveswasdiscussedindetailand
emphasizedasanecessaryelementofany
digitalmarketingplanandhereiswhy...
Speci�ic
Measurable
Attainable
Relevant
Timely
Audience
A���,A��������A���������CLOUDSPOTTING
Research&understandyourtarget
audience.Itisimportanttounderstand
yourtargetcustomersbothintermsof
demographics(age,gender,social
statusetc.)andalsowhatinterestsand
inspiresthem,theirlifestyle,habits
opinionsetc.
Youshouldalwaysbeawarethatyour
audiencewillbemovingthrough
differentstagesofthe'salesfunnel'.At
each
stagetheywillrequiredifferent
informationorcontent.Contentmust
thereforeberesponsiveaccordingtothe
user'sspecificcontext.Ensureyour
companyexpertiseappliestoallstages
oftheprocesstomakeitasrelevantto
thecustomeraspossible.
Theintersectionbetweenyour
understandingofyourtarget
customer’s'persona',theirstageinthe
buyingprocessandyourcompany
expertiseisthebull’seyeinthetarget
you’reaimingat.
CLOUDSPOTTING
Audience
A���,A��������A���������
“WherecanIbuygooddiscountedrunningshoes?”
@customerretweeted@LewisHamilton
Customersubscribedto‘CosmopolitanOnline’
@customerisnowfollowing@rihanna
reply:“IwouldhighlyrecommendtheiPhone5!”
Customershared ‘McDonald’sUK’sphoto
Indicatorsof
engagement:
-Comments
-Shares
-Likes(Facebook)
-Retweets(Twitter)
-Repins(Pinterest)
-+1’s
-Follows
-Questionsasked
-Repliesgiven
-Emailsubscriptions
-Blogvisits
CLOUDSPOTTING A���,A��������A���������
Attributes
CompanyExpertise
“Wehave24
hourhelplines”
CustomerNeeds
5.03am
“Ineedaccess
tomyaccount
...now!”
Understandingyouraudience:who
theyareandwhattheyengagewith,
youcanbegingatheringalistoftopics
thatmatchyourexpertiseasa
company,andtheproblems/
frustrations/
interestyourcustomershave
(rememberthatbullseye).
Bymatchingyourexpertisewiththe
painpointsofyourtargetaudience,
youhaveimmediatelyidentifieda
mountainofpotentialcontentyoucan
begintomine.
CLOUDSPOTTING B�‘A�������-�������’
Contentisyour
brand
Gettingitwrong
Gettingitright
...andyourbrandisdefinedbyyour
audience.
Your‘brand’isthepromiseand
expectationsthatresideina
customer’smind,whicharerecognized
andconnectedwitheverytimethey
comeintocontactwithoneofyour
servicesorproducts.Your
brandisnotsomethingthatissolely
yours,andnorcanyouentirelycontrol
it.Instead,yourbrand
isthemutuallycreatedessenceofyour
company,builtbyyourselvesandyour
audiencelargely
throughthesharingofcontent.
Thismeanseachtimeacustomer
interactswithyourcompany;thereis
thepotentialforyourbrandtoeither
bestrengthenedorweakened
dependingonthatinteraction.That
interactionwithyourbrandcouldbe
throughadvertising,yourwebsiteor
evenaphoneconversation.This
meansyouneedeffectivebrand
managementandsufficientbrand
awarenessateveryoutletyour
companyhasbecause:yourbrand
affectsallofyourcontent.
Agoodbrand:buildscompanies,
developsastrongsenseofidentity
andallowstrustedrelationships
tobuildbetweenbusinessesandtheir
clients,andagoodbrandensuresyou
standoutintoday’s
increasinglysaturatedmarketplace.
Iwillneverbuycoffeefromtax
dodgingStarbucksagainpersonally.
RTand#SpreadtheCheer
5outof5 18March2013
Beautiful!
elelellie
Size:UK6/US2
Thisdressreallyisamazing.Iamasize6and
thedressfitsperfectly!It'smadeoutofgood
materialandit'sreallycomfortable.Its
definitelyworththemoney!!!
Sharethisreview:
Wasthishelpful?Yes(20)NoReport
Postacomment
YESTERDAY
YOU SAID
TOMORROW
CLOUDSPOTTING B�‘A�������-�������’
Stop,Read,Think.
Change.
Ifyouknowyouraudienceandyou
knowyourbrand,youknowhowyour
contentisgoingtolook,sound,feel,
communicateandinteractwiththat
audience.Thisisthevalueof
thoroughlyundertakingthefirstthree
stepsofcreatingyourcontent
marketingstrategy.
Afterall:goodcontentmarketing
shouldmakeatargetcustomer,stop,
read,thinkandbehavedifferently,
irrelevantofwhetherthattarget
customerisanindividual(B2C)or
anothercompany(B2B).
“Iwilldoit
today!”
CLOUDSPOTTING B�‘A�������-�������’
B2BContent
Marketing
80%ofbusinessdecision-makers
prefertogetcompanyinformation
inaseriesofarticlesversusan
advertisement.
70%saycontentmarketingmakes
themfeelclosertothesponsoring
company.
60%ofconsumersfeelmore
positiveaboutacompanyafter
readingcustomcontentonitssite.
91%ofB2Bmarketersusecontent
marketing.
B2CContent
Marketing
86%ofB2Cmarketersusecontent
marketing.
70%ofconsumersprefergettingto
knowacompanyviaarticlesrather
thanads.
Accordingto37%ofmarketing
managers,themostimportant
channelforengagingcustomersis
content-ledwebsites.
90%ofconsumersfindcustom
contentuseful,and78%believethat
organizationsprovidingcustom
contentareinterestedinbuilding
goodrelationshipswiththem.
Vs’
CLOUDSPOTTING B�‘A�������-�������’
B2B&B2Cstatistics
insights
Thesestatisticsdemonstratethat
companiestalktotheircustomersin
meaningfulconversationswhetherin
B2BorB2Cenvironments.
YouraudienceismadeupofPEOPLE,
not:prospects,salestargets,buyers,
tradersorpublicsandthesePEOPLE,
preferuseful,interestingcontentrather
thanadsandsalespitches.
CLOUDSPOTTING B�‘A�������-�������’
Marketingpeople
wanttoreceive!
Imaginethis,whatifyoucouldgoone
stepfurtherandcreatecontentthat
yourtargetaudienceactuallylooked
forwardtoreceiving?
Thetrickistocommunicatewithyour
targetaudienceswithoutdirectly
selling,soinsteadofpitching
andpromotingyourproductsand
services,youshouldbeproviding
contenttoyourtargetaudiencewhich
servestomakethembetterinformed.
Thetheoryisthatbydelivering
consistentlyhighquality,valuableand
relevant(thosewordsagain)
informationtoyourtargetaudience,
theywillultimatelyrewardyourefforts
withtheirbusinesslongterm.
We
could
save you
money...
CLOUDSPOTTING B�‘A�������-�������’
TipsandTricks...
Totakeittothenextlevel,where
peopleactuallyawaityourcontent
marketingwithbaitedbreath,you
needtobecreativewithitaswellas
valuableandrelevant.
Hereisafewtipstohelpyouget
started.
Thinkbeyondyour
keywordstocreate
somethingnewand
exciting
To�indoriginalcontent,
lookforinspirationthat’s
theopposite,keepaneye
outforthecontentpeople
aren’tlookingfor,the
gapsinthesearchresults
thatdoappear.
Ifyouhavecreateda
pieceofcontentinone
medium,forexamplea
video,seeifyoucan
takeitfurther,turnit
intoablogpost,info
graphicorimage.
Anotherwaytocome
upwithoriginalcontent
istotalktoyourown
teamorbetterstillyour
ownclients.
Generatecontentbased
onaudiencefeedback
suchascommentsand
especiallyquestions
Findoutwhatpiecesof
yourcontentwere
successfulandwhy,this
istheplan,test,review
formula.
AVOID
“HaveyouheardtheoneabouttheSEO
expertwhowalksintothebar,publichouse,
pubs,bars,publichouses,Irishpub,liquor
house,drinks,beer,ale,wine...?”
CLOUDSPOTTING B�‘A�������-�������’
Buildyourbrand
Army
Ifyougettogripsproducingrelevant,
valuableandcreativecontentthe
chancesareyoucanmoveyour
customerstowardsbeing‘passionate
subscribers’andifyoucandothisthen
youarereallyachievingsomething
withyourcontentmarketing.
PassionateSubscribersarethepeople
thatcreatefansites,write,shareand
evangelizeyourbrand
becausetheywantto.Forexample
considerApple:
1.Theyhavenosocialmediapresence
acrossanysite
2.Theyhavenoblog
3.Seeminglytheyhavenocontent
marketingstrategyatall
ButthereareApplefansites,articles
aboutAppleandindividualswho
promote,recommendandprotectthe
Applebrand.Thesearepassionate
subscribersofwhichApplehasan
entirearmyandthisshouldbeyour
ultimategoalforyourcontent
marketingtoo,tobuildanarmyof
consumerspassionateaboutyour
brandandwillingtofightforit.
Content,particularlycontentproduced
byhappycustomersisoneof,ifnotthe
one,mostpowerfulwayoffulfilling
yourbusinessobjectives.
@HugeAppleFan
FanandpromoterofeverythingApple!
LovemynewAppleiPhone,
EVERYONEshouldgetone!
about1houragoviaiPad
CLOUDSPOTTING B�‘A�������-�������’
Findtheright
channels:Mobile
Firstandforemostyoumust
understandwhichmarketingchannels
arerightforyou.Thisiswhereyour
audiencecomestoyouraidyetagain.
Understandwhoisusingyourcontent
andforthepurposesofmarketingit,
howtheywanttoreceiveitfromyou.
#1MobileDevices
Peopleareincreasinglyusingmobile
devicetousetheinternetandread
email.Understandhowyouraudience
isaccessingyourcontent(arethey
usingsmartphones,tablets,desktops
oramixture?)andhow,ifatall,that
mightaffectthecontentyourare
producing.
Look Great On
Every Platform
Look Great
On Every
Platform
Look
Great On
Every
Platform
ContentMarketingisthetechniqueof
creatingcommunicativeinformationthatis
valuableandrelevanttoaspecifiedtarget
audience,withthepurposeofengaging
themanddrivingthemtowardsanaction
whichisprofitabletothecompany.
ContentMarketingisthetechniqueofcreating
communicativeinformationthatisvaluableand
relevanttoaspecifiedtargetaudience,withthe
purposeofengagingthemanddrivingthemtowards
anactionwhichisprofitabletothecompany.
ContentMarketingisthetechniqueof
creatingcommunicativeinformationthatis
valuableandrelevanttoaspecifiedtarget
audience,withthepurposeofengaging
themanddrivingthemtowardsanaction
whichisprofitabletothecompany.
CLOUDSPOTTING
B�‘A�������-�������’
#2socialmedia
Doesyouraudienceusesocialmedia?
Ifso,aretheytweeters(twitter)or
pinners(Pinterest)?Dotheyuse
Linked-inoraretheyonFacebook?
Findtheright
channels:Social
@TwitterGirl
OfficeWorker
FeelingprettyfreshforaMonday
morning!#6amstart
aboutaminuteago
MrCloudspottingcheckedinat:
‘TheOffice’
20minutesagonearLeeds,England
are you
successfully
marketing
your
content?
CLOUDSPOTTING
@Leedswebagency
/cloudspottingagency
/cloudspotting
www.cloudspotting.co.uk
References
www.contentmarketinginstitute.com/2013/01/content-marketing-strategies-for-social-media/
www.b2bmarketinginsider.com/content-marketing/the-content-marketing-checklist-for-b2b-marketers
www.econsultancy.com/uk/blog/61898-10-ways-to-create-a-great-content-campaign?
utm_medium=feeds&utm_source=blog
www.contentmarketinginstitute.com/2012/11/42-content-marketing-ideas-for-2013/
www.contentmarketinginstitute.com/2013/01/content-marketing-strategies-for-social-media/
www.marketeer.kapost.com/2013/01/content-marketing-building-blocks-targeted-content/
www.valuablecontent.co.uk/how-to-write-content-so-that-search-engines-will-find-you-and-people-will-like-you/
www.forums.seochat.com/search-engine-promotion-29/how-many-keywords-should-i-use-page-445961.html
www.blog.searchengineacademy.com/blog/seo/why-is-content-marketing-important-for-business-seo-isnt-everything-
after-all/
www.mashable.com/2012/08/02/technology-companies-content-marketing/
www.contentmarketinginstitute.com/developing-a-strategy/******
www.contentmarketinginstitute.com/what-is-content-marketing/
www.contentmarketinginstitute.com/what-is-content-marketing/
www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/
www.contentmarketinginstitute.com/2012/11/2013-b2c-consumer-content-marketing/
www.contentmarketinginstitute.com/2012/11/2013-b2c-consumer-content-marketing/
www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/
www.the-cma.com/uploads/documents/cma-01.jpg
www.engage.tmgcustommedia.com/2011/07/content-marketing-stats/
Econsultancy/Outbraincontentmarketingsurveyresults

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Content Marketing Guide