CONTENT MARKETING:

PRODUCING LOW-COST
CONTENT THAT WORKS
@JonathanWich / 13.12.2013
WHY IS CONTENT MARKETING
SO IMPORTANT?
The decision journey has changed
• 

The customer decision journey has changed dramatically in recent years.
Today, buyers...
What must your content do for you?
• 

• 

Taking the altered customer decision journey into account brands need to
produc...
What does “communicate” mean?
• 
• 

“Communicate” (see last slide) includes the capability to involve, educate,
nurture, ...
The B2B sales funnel has changed too

Demand is being shaped

NB: Brands can play a part here too. Pre-funnel
engagement i...
What is the biggest challenge for content marketers?
• 
• 

According to the Content Marketing Institute the biggest chall...
HOW DO YOU PRODUCE LOWCOST CONTENT THAT WORKS?
It all begins with having a content infrastructure
Dedicated staff
Internal copywriters, journalists,
campaign managers, v...
You need content in many forms (sorted by length)

The 15 sec. interaction

Ultra short-form

Short-form

Content shared d...
ANALYZING THE MOST COMMON
CONTENT FORMS BY WHAT IT
TAKES AND WHAT IT DOES
Production time (cost) vs. consumption time
•  Long and short refers to the time it takes for users to consume or
digest t...
Adding the ability to create impact
•  Here, impact is defined as getting people’s attention. Simply
saying “Hi!” (which ca...
Adding the ability to convince
•  Content can be of a more or less convincing nature.
•  In general, the content that’s mo...
WHICH OF THESE TYPES OF
CONTENT WILL YOU BE ABLE TO
SOURCE FOR FREE?
AND WHICH ARE YOU WILLING
TO PAY FOR?
And when you do decide to spend…
•  The key when hiring agencies etc. to produce content for you is to
make sure that:

1....
THE END
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Content marketing: Producing low-cost content that works

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A take on how to get the basics of content marketing right. It's all about having a content infrastructure in place, knowing what the different content forms are good at, and – of course – knowing your products and your target groups.

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Content marketing: Producing low-cost content that works

  1. 1. CONTENT MARKETING: PRODUCING LOW-COST CONTENT THAT WORKS @JonathanWich / 13.12.2013
  2. 2. WHY IS CONTENT MARKETING SO IMPORTANT?
  3. 3. The decision journey has changed •  The customer decision journey has changed dramatically in recent years. Today, buyers (except FMCG buyers) do up to 70% of their research online (websites, P2P, social media) and in many cases make their purchasing decision without contacting the supplier / sales rep. The average purchase decision is 57% complete, and more than 10 information sources have been consulted, by the time a supplier is engaged. Learn Predominantly Marketing Define Needs Access Options Make Decision Predominantly Sales Source: CEB, 2012
  4. 4. What must your content do for you? •  •  Taking the altered customer decision journey into account brands need to produce online content that can do the job on its own – right from creating impact to convincing them to buy. In short, content should be produced to do at least one of the following three things: 1.  CREATE IMPACT 2.  COMMUNICATE 3.  CONVINCE
  5. 5. What does “communicate” mean? •  •  “Communicate” (see last slide) includes the capability to involve, educate, nurture, stimulate interest and keep the brand or product top-of-mind. The communication is the ongoing dialogue-oriented content (e.g. blog posts and eye-level videos), and the vast majority (70-80%) of content produced will usually belong to this category. Content marketing is as relevant for B2C as it is for B2B. This is Coca-Cola’s new corporate website. It’s 100% content marketing. Source: http://www.cocacolacompany.com/  
  6. 6. The B2B sales funnel has changed too Demand is being shaped NB: Brands can play a part here too. Pre-funnel engagement is about sharing knowledge to make potential buyers aware that they have a problem – and need to purchase something in order to solve it. Impact Ultra short-form Make people know you are there, via SEO, social media etc. Communication Short-form Give them a reason to visit your website via blog posts, infographics, videos etc. Convince Purchase Long-form Convince them through articles, guides, whitepapers, free e-books, webinars, demos etc.
  7. 7. What is the biggest challenge for content marketers? •  •  According to the Content Marketing Institute the biggest challenge (or headache) is the actual production of content. What’s missing is a clearly defined (and well-functioning) content infrastructure. It’s not necessarily about budgets.
  8. 8. HOW DO YOU PRODUCE LOWCOST CONTENT THAT WORKS?
  9. 9. It all begins with having a content infrastructure Dedicated staff Internal copywriters, journalists, campaign managers, videographers etc. External hired professionals Agencies or freelance content producers hired by the company Voluntary staff From all functions – contributing with blog posts, photos, video etc. External voluntary professionals Journalists, bloggers etc. publishing on own site or doing guest posts Engaged fans and followers All sorts of stakeholders – e.g. photos via Instagram or retweetable tweets Content
  10. 10. You need content in many forms (sorted by length) The 15 sec. interaction Ultra short-form Short-form Content shared directly on social networks, e.g. photos on Instagram, videos on Vine, a fact or a famous quote. The 2-3 min. interaction The short-form is actually not that short: It includes blog posts, 90 sec videos and infographics. The >10 min. interaction Long-form The long-form includes online articles, e-books, podcasts, webinars , whitepapers, video guides etc. In principle, it includes hard copy books and articles too.
  11. 11. ANALYZING THE MOST COMMON CONTENT FORMS BY WHAT IT TAKES AND WHAT IT DOES
  12. 12. Production time (cost) vs. consumption time •  Long and short refers to the time it takes for users to consume or digest the content, not the time it takes to produce it (or the external cost). •  Here’s a comparison of production time vs. consumption time using eight regular content forms: Instagram Blog post Video Infographic Podcast Webinar E-book Whitepaper = Production time = Consumption time
  13. 13. Adding the ability to create impact •  Here, impact is defined as getting people’s attention. Simply saying “Hi!” (which cannot be done by waving a whitepaper). Instagram Blog post Video Infographic Podcast Webinar E-book Whitepaper = Production time = Consumption time = Ability to engage
  14. 14. Adding the ability to convince •  Content can be of a more or less convincing nature. •  In general, the content that’s most engaging is not very convincing (except for FMCG) – so you often need a good mix of content. Instagram Blog post Video Infographic Podcast Webinar E-book Whitepaper = Production time = Ability to engage = Consumption time = Ability to convince
  15. 15. WHICH OF THESE TYPES OF CONTENT WILL YOU BE ABLE TO SOURCE FOR FREE? AND WHICH ARE YOU WILLING TO PAY FOR?
  16. 16. And when you do decide to spend… •  The key when hiring agencies etc. to produce content for you is to make sure that: 1.  The content or solution produced is reusable and has a lasting value; 2.  It lends it self to many or even all of the previously mentioned formats.
  17. 17. THE END

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