Marathon Marketing:The Business Case for ContentSara Fraser, EVG | 3.20.13
@sarakfraser
Fact:Consumers aresavvy —they no longertrust messagesstraight fromadvertisers andbrands..
Fact:The Internethas changedeverything —including theway we buy.
Old Marketing ModelFor decades, marketing was about three critical moments: Pre-shopping was only for big-ticket items lik...
Potentialcustomers areonline.Everyoneperforms websearches.If they can’t findyou (or worse,they find badcontent), you’vealr...
FactOverload:• 90% of all purchasedecisions begin online• 75% of consumers shoponline before they buyoffline• 85% are look...
New Marketing Model:Consumers research everything they buy.The pre-buy is the Zero Moment of Truth.
The Zero Moment of Truth all boils down to content.           (But not just any content.)         Kick-ass, smart, on-targ...
Hard Fact:You can’t control the onlineconversation about yourbrand.(But youcan join it.)                               Ima...
Content Marketing is producing and distributing relevant,valuable, focused content that drives consumer action.    Not thi...
Relevant Content:[rel-uh-vuhnt]Adjective; connected with the matter in hand; pertinent.[kon-tent]Noun; substantive informa...
Content marketing is storytelling.That’s the most effective way to deliver a message.And at the end of honest storytelling...
“You have to understand, my dears, that the shortest distance between truthand a human being is a story.”                 ...
“The stronger the dialog, the stronger the brand; the weaker thedialogue, the weaker the brand.”                          ...
Coca-Cola’s Content 2020 ad strategy puts content at the core:"All advertisers need a lot more content so that they can ke...
But what’s the payoff?
Google places high value on website content that is:   • Frequently updated   • High-quality, original, and trustworthy   ...
(Good) content marketing             means:• More leads and conversion• More brand awareness• More loyalty• More engagemen...
Per lead cost:             Source: blog.eloqua.com
Marathon Marketing
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Marathon Marketing

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Business case for content marketing by EnVeritas Group.

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Marathon Marketing

  1. 1. Marathon Marketing:The Business Case for ContentSara Fraser, EVG | 3.20.13
  2. 2. @sarakfraser
  3. 3. Fact:Consumers aresavvy —they no longertrust messagesstraight fromadvertisers andbrands..
  4. 4. Fact:The Internethas changedeverything —including theway we buy.
  5. 5. Old Marketing ModelFor decades, marketing was about three critical moments: Pre-shopping was only for big-ticket items like cars, homes or expensive electronics.
  6. 6. Potentialcustomers areonline.Everyoneperforms websearches.If they can’t findyou (or worse,they find badcontent), you’vealready lost yourZERO MOMENTOF TRUTH.
  7. 7. FactOverload:• 90% of all purchasedecisions begin online• 75% of consumers shoponline before they buyoffline• 85% are looking for anindependent review• 78% of people trust the Image source: http://www.hubspot.com/recommendations of otherpeople Positive perceptions of companies increase by +36% if they have a blog on their website.
  8. 8. New Marketing Model:Consumers research everything they buy.The pre-buy is the Zero Moment of Truth.
  9. 9. The Zero Moment of Truth all boils down to content. (But not just any content.) Kick-ass, smart, on-target content.
  10. 10. Hard Fact:You can’t control the onlineconversation about yourbrand.(But youcan join it.) Image source: businessgrow.com
  11. 11. Content Marketing is producing and distributing relevant,valuable, focused content that drives consumer action. Not this. Image source: http://www.tumblr.com/tagged/content%20strategy
  12. 12. Relevant Content:[rel-uh-vuhnt]Adjective; connected with the matter in hand; pertinent.[kon-tent]Noun; substantive information or creative material. Image source: http://barnraisersllc.com
  13. 13. Content marketing is storytelling.That’s the most effective way to deliver a message.And at the end of honest storytelling, there’s success.* * A lot of it.
  14. 14. “You have to understand, my dears, that the shortest distance between truthand a human being is a story.” Anthony De Mello
  15. 15. “The stronger the dialog, the stronger the brand; the weaker thedialogue, the weaker the brand.” Larry Webber
  16. 16. Coca-Cola’s Content 2020 ad strategy puts content at the core:"All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core."
  17. 17. But what’s the payoff?
  18. 18. Google places high value on website content that is: • Frequently updated • High-quality, original, and trustworthy • Composed with the users’ needs in mind • Regularly shared
  19. 19. (Good) content marketing means:• More leads and conversion• More brand awareness• More loyalty• More engagement• More organic sharing Source: blog.eloqua.com
  20. 20. Per lead cost: Source: blog.eloqua.com

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