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The Rise of the Unread: How to Stop Your Content from Getting Buried

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More and more content is published every day and less and less of it gets downloaded, or even read. Read on to help turn the odds in your favor.

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The Rise of the Unread: How to Stop Your Content from Getting Buried

  1. 1. THE RISE OF THE UNREAD HOW TO STOP YOUR CONTENT GETTING BURIED
  2. 2. CONTENT MARKETING IS STILL ON THE RISE. of companies planned to increase their content marketing budgets in 2016. 77%
  3. 3. BUT GUESS WHAT? It’s no good having fantastic content if no-one ever sees it...
  4. 4. THE UNREAD (CONTENT) HAS RISEN AND IS STALKING THE INTERNET. That blog post/infographic/video you spent hours crafting (and getting signed off) is already buried under piles and piles of unread.
  5. 5. SO HOW DO YOU ESCAPE THE FATE OF THE UNREAD?
  6. 6. GIVE PEOPLE CONTENT THAT IS TRULY AND TOTALLY USEFUL. If the content is not useful customers will not engage with it. Use employee generated content - content created using feedback from the customer service department on commonly asked questions - to generate highly relevant (and useful!) blog posts.
  7. 7. GIVE PEOPLE CONTENT THAT IS HIGHLY PERSONALISED. No more ‘Dear [insert name]’ email sends and hope for the best. Tap into the data and tailor your content accordingly.
  8. 8. WHY IS PERSONALISATION SO IMPORTANT?
  9. 9. of customers find custom content useful of customers feel more positively about a brand after reading custom content 90% 82%
  10. 10. What makes great content marketing? New ways to grab the customer’s attention High quality execution Exploring new channels Breaking the mould Highlighting new facets of the brand
  11. 11. Successful content marketing displays 4 common hallmarks: Multichannel Multidiscipline Intelligent Authentic
  12. 12. Content does not exist in a single channel or as a single campaign. The best campaigns feed off each other and encourage dialogue They are eminently sharable and live on beyond an initial release MULTICHANNEL
  13. 13. Content not the product of a single department Many inputs e.g. Advertising, social, email automation, customer service MULTIDISCIPLINE
  14. 14. Winning campaigns encourage sharing and interaction Results in trackable, measurable data trail Have a definitive goal in mind e.g. conversion INTELLIGENT
  15. 15. Add value by harnessing customer groups and interests Authenticity and legitimacy are crucial AUTHENTIC
  16. 16. DATA-DRIVEN CONTENT MARKETING IS THE FUTURE. If you want people to see and engage with your content, tailor it specifically to them!
  17. 17. TAKEAWAYS Content marketing is increasingly dominant, but with so much content out there marketers run the risk of their work being lost in the crowd It’s vital to provide content that is truly useful to the customer Higher degrees of personalisation are also crucial to grabbing audience attention Novelty and fresh approaches help to keep content relevant and compelling Successful content marketing is multi-channel, multi- discipline, intelligent and authentic
  18. 18. Visit oracle.com/marketingcloud Copyright © 2016, Oracle and/or its affiliates. All rights reserved. Stop your content getting buried and get ahead of the curve with this essential report: The Future of Content Marketing Report Download now THE FUTURE OF CONTENT MARKETING In association with Modern Marketing Actionable Insights Series

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