Content is King Presentation by Paul McGarrity, Octave Online Communications.


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Content marketing is the practice of delivering quality, useful and engaging content to our customers or leads. It’s used to build brands, reinforce existing customer relationships and help attract new customers and clients.
The content in question ranges from videos, whitepaper guides, how to guides on websites and blogs etc.
At the heart of content marketing is the idea that businesses should now share and promote information to consumers so they can position themselves as useful, interesting, informative and authoritative.

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  • “ Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.”
  • It’s more than product information. It is best practices, case studies, success stories, thought leadership and more. Content Marketing builds trust between an organisation and its customers, so that customers can make informed choices. Smart companies are becoming significant content providers for current and future customers. “ They’ve realised that they can be publishers and can fill the void left by the faltering media.”
  • We are in the middle of marketing warfare – there has been an irreversible shift from traditional marketing strategies towards a content marketing revolution. There has been a shift in the media company-driven content and toward content created for customers. Organisations are finding that they can deliver tangible benefits to prospects and customers by providing content with answers to the problems they face. Content marketing may be deemed as one of the most effective marketing strategies available to marketers.
  • Miller Welds is a welding equipment supplier with a broad based audience ranging from hobbyist welders to professionals. It is headquartered in Wisconsin and has an expanding presence overseas, including offices in China.
  • Miller’s customers look to them for information on critical welding related issues e.g. reducing welding costs, increasing productivity, operator efficiency and equipment purchase justification.
  • Miller appeals to all of their customers through the use of its website, micro sites, its blog, its e-newsletter and discussion forum.
  • Is Anything but a Typical Industrial Website It generates a high level of traffic - 250,000 visitors per month The site is taking on the role that trade and special-interest publications have traditionally played. provides customers and prospects with a rich, relevant and fun experience by providing microsites devoted to welding applications and interests such as racing, manufacturing and construction. Many areas on their website are in direct response to what the customer has asked Miller for.
  • Miller sells through distributors and optimises the ‘ready to buy’ page for this process. The customer can select products and then narrow down geographical location to select the distributor. They also have product simulators to help you select the right product.
  • You can sign up to their RSS feed and e-newsletter which are both customer focused. Miller aim to engage their customers and bring them back to the site often. Miller Welds newsletters are even tailored to customer needs with one for DIY, Pros and Instructors.
  • The Miller blog, featured on their homepage attracts many comments.
  • The Miller blog, featured on their homepage attracts many comments.
  • Intense customer focus in the creation of broad-range content marketing underlies strong multiyear, double digit revenue growth. Content marketing enables organisations of every size to attract and retain more customers.
  • Kitchen Studio of Naples is ran by soloprenuer, Ann Porter. Ann is the principal designer of the organisation. She is also a compelling and creative content marketer managing to maintain three separate online channels that connect her to current and future customers. She relies mainly on word of mouth promotion of her kitchen design business.
  • Content marketing has solely replaced traditional marketing. Ann Porter is providing content that makes it easier for her target audience to make a positive buying decision.
  • Ann’s website reflects her style and the type of kitchen she would design.
  • Anne launched her blog, KitchAnn Style , using the content management system inside WordPress. This has become a website in itself.  Her version of WordPress is absolutely free. It requires time and thought but no money. It’s well organized by category, by top posts and by links to external design resources. Traffic to her blog has been steadily increasing over the past years and it is significantly expanding the word-of-mouth that has been so much a part of her in person marketing strategy.  Ann’s blog also gives her instant credibility within the industry.
  • Ann has been an early contributor to the section with her “Ask Ann” weekly blog post. Thanks to a recent NDN redesign, Ann’s blog is linked frequently from the front page. 
  • She has received a tangible return on her marketing investment in a 3-pronged web strategy. Ann Porter has maximized a limited budget, a lot of hard work, plenty of creativity, and a consistent approach in order to establish a steadily improving content marketing strategy. She has global reach, instant credibility, and a 24/7 sales presence. Word-of-mouth marketing is essential.  Taking word-of-mouth to the web is making a measurable difference for Kitchen Studio of Naples .
  • Content is King Presentation by Paul McGarrity, Octave Online Communications.

    1. 2. Content is King: Content Marketing for SMEs
    2. 3. Learning Objectives <ul><li>To understand what content marketing is </li></ul><ul><li>Why changes in marketing require us to become content marketing practitioners </li></ul><ul><li>How to manage changes in buyer behaviour and engage customers </li></ul><ul><li>How and when to use the most important types of content to connect with customers in print and online. </li></ul>
    3. 4. Introduction What is content marketing?
    4. 5. Understanding and listening to your customers… … and delivering what they need and want
    5. 8. Why are Businesses Making the Change to Content Marketing?
    6. 9. 1. Change in buyer attitudes toward social media and the credibility of content
    7. 10. 2. Traditional media sources can’t be counted on to assist you in reaching your customers
    8. 11. 3. Shrinking media company budgets reduce content quality
    9. 12. 4. Selling to your customers is becoming more challenging…
    10. 13. 5. Because technology is both cheap and easy to use, even small companies can deliver great content solutions to a targeted customer base.
    11. 14. Because people expect more engaging content... Look at the data.
    12. 15. Content: Channels and Strategies
    13. 17. Websites…
    14. 18. The Problem?
    15. 20. Social Media Channels
    16. 22. Competitions Updates Photos / Videos Polls Discussions Events Announcements
    17. 23. The Facebook Content Checklist from Econsultancy <ul><li>Do you use the status update bar more than once a day? </li></ul><ul><li>Have you added upcoming events? </li></ul><ul><li>Does your page have fun, widgets or games? </li></ul><ul><li>Do you have a store locater? </li></ul><ul><li>Do you ask for feedback from fans? </li></ul>
    18. 24. <ul><li>Does your content make your fans feel special? </li></ul><ul><li>Does your content promote fan involvement? </li></ul><ul><li>Is it interesting and informative? </li></ul><ul><li>Do you reward your most active Facebook fans? </li></ul><ul><li>Do you have content that is only used on your Facebook page? </li></ul>The Facebook Content Checklist from Econsultancy
    19. 25. Video…
    20. 26. Promote a Spokesperson?
    21. 27. Demonstrate a Product?
    22. 28. Market an Event?
    23. 29. Video PR Tips <ul><li>Be Realistic </li></ul><ul><li>Be Relevant </li></ul><ul><li>Promote and Share </li></ul>
    24. 30. Whitepapers…
    25. 31. “ The term  white paper...... refers to documents used by businesses as marketing or sales tools. They argue that the benefits of a particular  technology ,  product  or  policy  are superior for solving a specific problem” (Source: Wikipedia)
    26. 33. Blogs…
    27. 34. Great for B2B engagement....... If you have time !
    28. 35. Making Great Content Happen
    29. 36. 1. Determine Which Organisational Goals Will Be Affected by the Content Programme
    30. 37. Increase number of customers by 20% Generate an average of 10% revenue growth with our top 20% of customers Sell consulting packages to 10 new customers in 2011 Decrease customer service calls by 20%
    31. 38. 2. Determine the Informational Needs of the Buyer
    32. 39. <ul><li>Via… </li></ul><ul><li>Phone calls and in-person meetings with customers – including people that you think should be customers </li></ul><ul><li>Zoomerang or Survey Monkey e-mail surveys to customers and prospects </li></ul><ul><li>Discussions with your customer service and sales personnel </li></ul><ul><li>Listening to your customers with Google Alerts and Twitter </li></ul>
    33. 40. 3. Determine What You Want Your Customer to Do and Why This Helps the Business
    34. 41. <ul><li>Downloading a white paper to extract more customer information </li></ul><ul><li>Signing up for an e-newsletter or e-zine to begin creating a relationship with a prospect </li></ul><ul><li>A trial offer or demo that begins a conversation between you and the customer </li></ul>
    35. 42. 4. Determine the Product and Content Mix
    36. 43. Case Studies
    37. 44. Case Study 1 Miller Welds
    38. 45. Miller Welds – Who are they?
    39. 46. Content Marketing Objective To achieve an in-depth understanding of its customers so that it can provide content that is relevant to helping them with critical welding-related issues.
    40. 47. How Miller Welds Embraced Content Marketing…
    41. 48. Website and Micro sites…
    42. 49. Product Simulators…
    43. 50. E-Newsletters...
    44. 51. Blog…
    45. 52. Social Networks…
    46. 54. The Results for Miller Welds… Intense customer focus in the creation of broad-range content marketing underlies strong multiyear, double digit revenue growth.
    47. 55. Case Study 2 Kitchen Studio of Naples Inc.
    48. 56. Kitchen Studio of Naples – Who are they?
    49. 57. Content Marketing Objective To use content marketing to increase visibility, credibility and revenues.
    50. 58. How Kitchen Studio of Naples Embraced Content Marketing…
    51. 59. Website…
    52. 60. Blog & RSS Feed…
    53. 61. User Generated Content in The Naples Daily News Blog…
    54. 62. Social Networks…
    55. 64. The Results for Kitchen Studio of Naples… Ann Porter has received a tangible return on her marketing investment in a 3-pronged Web Strategy.
    56. 65. Content Marketing Best Practice
    57. 66. <ul><li>Content marketing enables organisations of every size to attract and retain more customers </li></ul><ul><li>It increases visibility, credibility and revenues </li></ul><ul><li>To connect with your customers, your content must be vital to your customers’ informational needs while serving your underlying marketing objectives </li></ul><ul><li>If you deliver great content you will get permission to capture critical customer data which will allow regular contact </li></ul><ul><li>Regular contact allows you to market the product and service solutions your customers really need </li></ul>
    58. 67. Resources <ul><li>Visit… </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    59. 68. Why not join our Facebook Page? octaveonlinecommunications