The Power of Content Marketing - Connections LATAM

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Presentation from Kyle Lacy at Connections LATAM in Sao Paulo, Brazil. The power of content marketing!

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The Power of Content Marketing - Connections LATAM

  1. 1. El Poder del Marketing de Contenido
  2. 2. Kyle Lacy Senior Manager Global Content & Research @kyleplacy
  3. 3. O que é marketing de contenido?
  4. 4. We empower digital audiences through published research, newsworthy content, influencer relationships, and visual storytelling that brings data to life.
  5. 5. Blog Video
  6. 6. Research Support
  7. 7. Four trends shaping content marketing
  8. 8. Data Equals Relevance one.
  9. 9. Ginni Rometty CEO, IBM What you will see with rapid data and social sharing is the death of the average and the era of you. Businesses will be able to truly serve the individual.
  10. 10. 1. Empathy 2. Perspective Taking Two types of marketing discovery: @kyleplacy
  11. 11. Empathy Understanding someone’s emotional state or feelings @kyleplacy@kyleplacy
  12. 12. They were really good at empathy. @kyleplacy
  13. 13. Perspective Taking Cognitive & analytical – it’s understanding someone’s interests and behavior. @kyleplacy@kyleplacy
  14. 14. FY15 Content Pillars @kyleplacy@kyleplacy PILLAR ROLE WEIGHT DESCRIPTION Data Tells All Credibility 15% Maintain the authority of the brand by demonstrating expertise through data. Content ideas include data points relevant for all areas of marketing communications from CMO to brand marketer. Be Inspired Motivation 20% Provide inspiring ideas from marketers. Content should spark inspiration for others faced with similar challenges or questions. This will include video and blog posts Personal Development Lifestyle 15% Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development. Research Thought-Leadership 25% Release market research reports pertaining to three areas > consumer research, marketer research and benchmark reports This includes global regions. Strategy How-To Education 25% Build the value by providing strategy answers and ideas from clients and internal influencers.
  15. 15. Moments Matter two. @kyleplacy
  16. 16. @kyleplacy
  17. 17. @kyleplacy
  18. 18. Content Personalization three.
  19. 19. 41% of consumers buy more from retailers who send personalized emails based on past buying behaviors.Return Path @kyleplacy@kyleplacy
  20. 20. @kyleplacy +1000% CTR +200% LEADS +70% TRAFFIC @kyleplacy
  21. 21. Location four.
  22. 22. Location is more than a map. It is also a channel. @kyleplacy@kyleplacy
  23. 23. Content is MOBILE @kyleplacy@kyleplacy
  24. 24. 85% of our respondents said mobile devices are a central part of everyday life. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud
  25. 25. We sent over 1 billion digital messages on Cyber Monday.
  26. 26. Many of our retail clients experienced mobile open rates exceeding 80%
  27. 27. It is important to remember where content is being displayed and read.
  28. 28. @kyleplacy@kyleplacy
  29. 29. Content is LOCAL @kyleplacy@kyleplacy
  30. 30. Four tips to successful content marketing
  31. 31. @kyleplacy@kyleplacy 1. Content Partnerships are Key. 2. 3. 4.
  32. 32. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. 4.
  33. 33. Data Equals Relevance
  34. 34. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer @kyleplacy@kyleplacy
  35. 35. Tracking & Measurement @kyleplacy@kyleplacy
  36. 36. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. Research is the differentiator. 4.
  37. 37. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. Research is the differentiator. 4. Think like a publisher.
  38. 38. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. Research is the differentiator. 4. Think like a publisher.
  39. 39. Slideshare.com/exacttarget Senior Manager Global Content & Research @kyleplacy

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