What is content marketing?

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A presentation given to an audience of entrepreneurs at the British Library, designed to answer the question "What is content marketing?"

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What is content marketing?

  1. 1. Content Marketing Under the Microscope The British Library 28th May 2013
  2. 2. What is content marketing?
  3. 3. Content marketing channels Website Blog Social media Images and video White papers Review sites Guest blogs Email marketing
  4. 4. “Content is the voice of your brand and it is therefore important to allocate the respect, investment and focus it requires. Creating great content is difficult and delivering great content consistently through established processes is complex. However this is what is required if you want to take your brand from good to great in today’s communication environment.” James Keady, Digital Marketing Manager, McLaren Automotive
  5. 5. “Content is the voice of your brand and it is therefore important to allocate the respect, investment and focus it requires. Creating great content is difficult and delivering great content consistently through established processes is complex. However this is what is required if you want to take your brand from good to great in today’s communication environment.” James Keady, Digital Marketing Manager, McLaren Automotive
  6. 6. The case for content marketing
  7. 7. 87% of consumers said online social interaction with a company “positively impacted” their likelihood to purchase from that company Source: http://www.jdpower.com/business-services/services/social- insights/social-media-benchmark-study.htm
  8. 8. Matt Cutts, Head of Webspam, Google “Make sure you make a great site, that users love, that they’ll want to tell their friends about, bookmark, come back to, visit over and over again; all the things that make a site compelling. If that’s your goal, we’re aligned with that goal, and therefore as long as you’re working hard for users we’re working hard to show your high quality content to users as well.”
  9. 9. Businesses that blog more than 15 times a month get 5 times more web traffic than those which don’t blog at all Source: http://blog.hubspot.com/blog/tabid/6307/bid/33742/12- Revealing-Charts-to-Help-You-Benchmark-Your-Business- Blogging-Performance-NEW-DATA.aspx
  10. 10. Content marketing channels Website Blog Social media Images and video White papers Review sites Guest blogs Email marketing
  11. 11. What do you want to achieve? • Establish your company as an expert in its field • Maintain existing client/prospect relationships • Raise brand awareness and attract new customers
  12. 12. The worst reason to do content marketing is because you think you should. You’ve got to know what you’re trying to accomplish.
  13. 13. Content marketing channels Website Blog Social media Images and video White papers Review sites Guest blogs Email marketing
  14. 14. 7 steps to content marketing success 1. Sort out your website! 2. Create an editorial planner 3. Publish awesome content 4. Help people to share your stuff 5. Make conversation 6. Maximise your content’s reach 7. Measure your results
  15. 15. 7 steps to content marketing success 1. Sort out your website! 2. Create an editorial planner 3. Publish awesome content 4. Help people to share your stuff 5. Make conversation 6. Maximise your content’s reach 7. Measure your results
  16. 16. Most corporate blogs are abandoned after fewer than 5 posts Source: IBM
  17. 17. 7 steps to content marketing success 1. Sort out your website! 2. Create an editorial planner 3. Publish awesome content 4. Help people to share your stuff 5. Make conversation 6. Maximise your content’s reach 7. Measure your results
  18. 18. 7 steps to content marketing success 1. Sort out your website! 2. Create an editorial planner 3. Publish awesome content 4. Help people to share your stuff 5. Make conversation 6. Maximise your content’s reach 7. Measure your results
  19. 19. 7 steps to content marketing success 1. Sort out your website! 2. Create an editorial planner 3. Publish awesome content 4. Help people to share your stuff 5. Make conversation 6. Maximise your content’s reach 7. Measure your results
  20. 20. 7 steps to content marketing success 1. Sort out your website! 2. Create an editorial planner 3. Publish awesome content 4. Help people to share your stuff 5. Make conversation 6. Maximise your content’s reach 7. Measure your results
  21. 21. Things I will do when I finish this presentation
  22. 22. 7 steps to content marketing success 1. Sort out your website! 2. Create an editorial planner 3. Publish awesome content 4. Help people to share your stuff 5. Make conversation 6. Maximise your content’s reach 7. Measure your results
  23. 23. KPI to ROI
  24. 24. Possible content marketing metrics • Website traffic • Engagement • Leads • Sales • PR opportunities • Customer retention • Increased profit
  25. 25. Content marketing is how you get both people and Google to sit up and notice you online.
  26. 26. Emily Hill, CEO, Write My Site Thanks for listening! @emilyhill1982 @writemysite uk.linkedin.com/in/emilyjanehill/ emily.hill@writemysite.co.uk

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