DMS Scotland: Making content king in your marketing 14 November 2013

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DMS Scotland: Making content king in your marketing 14 November 2013

  1. 1. Data protection 2013 DMA Scotland: Making content king in your marketing Friday 8 February Thursday 14 November 2013, Hotel Missoni #dmascotland #dmadata Supported by
  2. 2. Agenda 4.00pm Registration 4.30pm Welcome from the Chair 4.40pm Content marketing research Emma-Jayne McEwan, Head of Media Channels, DMA 4.55pm Digital Evolution – The list survival guide Brendan Miles, Digital Commercial Director, The List 5.25pm Passive Attack: 12 killer tips to make words work wonderfully well for you Richard Norton, Senior Copywriter, Indicia 6.05pm Networking drinks & Nibbles 7.15pm End
  3. 3. Welcome Nicola Farwell, VisitScotland
  4. 4. Content marketing research Emma-Jayne McEwan, DMA
  5. 5. Emma-Jayne McEwan @ejmcewan #dmascotland
  6. 6. Content Marketing Contest 1. You have 60 seconds to complete 5 questions 2. Swap with person next to you 3. Stay tuned to the presentation for answers....
  7. 7. The study in numbers 190 participants 128 B2B / 34 B2C 1st for UK 71% SME’s 45% jobs Marketing Comms, Advertising, PR
  8. 8. Answer 1 What % of UK marketers have adopted content marketing? A. 75% B. 81% C. 62% D. 94%
  9. 9. Answer 2 How many different content marketing tactics do UK marketers use? A. 7 B. 13 C. 26 D. 35
  10. 10. Answer 3 Which are the top 3 content marketing tactics used by UK marketers? A. B. C. D. E. F. G. H. I. J. Website articles 1st Blogs Social media (excluding blogs) 2nd Gamification Webinars Microsites Case Studies eBooks eNewsletters 3rd Mobile Apps
  11. 11. Answer 4 Which of the following is the most important content marketing goal? A. Lead management B. Website traffic C. Engagement D. Brand awareness
  12. 12. Answer 5 What % of UK marketers are going to increase their content marketing budgets? A. 17% B. 35% C. 64% D. 88%
  13. 13. What good looks like....
  14. 14. Download 2012/13 Report @ www.dma.org.uk COMING SOON! 2013/14 Report
  15. 15. NEW! DMA Content Strategy...... • Create a vibrant community • Move from leadership to followership • Extend value and engagement beyond councils to all members • Move outside of DMA ‘heartland’ issues • Appeal to a wider audience • Build on our heritage and go beyond best practice to thought-leadership, experimentation and pioneering the future #dmascotland dma.org.uk
  16. 16. Digital Evolution – The list survival guide Brendan Miles, The List
  17. 17. Digital Evolution
  18. 18. What is content marketing?
  19. 19. Another definition Basically, content marketing is the art of communicating with your customers and prospects without selling. It is noninterruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
  20. 20. Aim for 99.9% accuracy
  21. 21. Printed content
  22. 22. List.co.uk
  23. 23. Mistakes
  24. 24. How long will my content be relevant for?
  25. 25. How large is the potential audience?
  26. 26. How large is the potential audience?
  27. 27. What’s the competition like?
  28. 28. Will people return?
  29. 29. Where are they?
  30. 30. Richer information is better
  31. 31. Double the traffic
  32. 32. Don’t break links
  33. 33. An illuminating example
  34. 34. Fireworks traffic
  35. 35. A Flea Market
  36. 36. Why a flea market got into our top 20
  37. 37. The Stone Roses
  38. 38. Stone Roses Article traffic over time Article views 180 160 140 120 100 80 60 40 20 0 Article views
  39. 39. Stone Roses event traffic over time Event views 2500 2000 1500 1000 500 0 Event views
  40. 40. Analytics
  41. 41. Mobile
  42. 42. Desktop users are active 70% of online searches result in action in one month. (Mobile Marketer, 2012)
  43. 43. Mobile users are active... right now 70% of all mobile searches result in action within 1 hour. (Mobile Marketer, 2012)
  44. 44. Mobile users 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)
  45. 45. The Future
  46. 46. Passive Attack: 12 killer tips to make words work wonderfully well for you Richard Norton, Indicia
  47. 47. PASSIVE ATTACK TWELVE TIPS TO MAKE WORDS WORK FOR YOU
  48. 48. 404 FAIL HASHTAG @PONTIFEX SURVEILLANCE 54 © Indicia
  49. 49. TWEET IT. TWEET IT NOW. #DMASCOTLAN D 55 © Indicia
  50. 50. WORDS CAN MOVE, EXPLAIN, STARTLE, EXCITE, PERSUADE, EXPRESS IDEAS AND MORE... 56 © Indicia
  51. 51. NUMBER 1: THRIVE ON CREATIVITY. 70 © Indicia
  52. 52. NUMBER 2: SIMPLE. CLEAR. BRIEF. HUMAN. 71 © Indicia
  53. 53. NUMBER 3: THAT KILLER FIRST SENTENCE. 72 © Indicia
  54. 54. I AM A DYNAMIC FIGURE OFTEN SEEN SCALING WALLS AND CRUSHING ICE. 73 © Indicia
  55. 55. NUMBER 4: ACTIVE VERBS ALL THE WAY. 75 © Indicia
  56. 56. WHY WAS THE ROAD CROSSED BY THE CHICKEN? 76 © Indicia
  57. 57. SUBJECT. VERB. OBJECT. 77 © Indicia
  58. 58. PASSIVE. THIS SLIDE WAS WRITTEN BY ME. 78 © Indicia
  59. 59. ACTIVE. I WROTE THIS SLIDE. 79 © Indicia
  60. 60. AUXILIARY VERB + MAIN VERB (PAST TENSE). 80 © Indicia
  61. 61. ARE LISTENED TO. IS GIVEN. WAS DECIDED. WERE BUILT. 81 © Indicia
  62. 62. NUMBER 5: IF THEY ZIG, YOU CAN ZAG. 83 © Indicia
  63. 63. 84 INNOVATIVE. QUALITY. PASSIONATE. VALUEADDED. ENGAGED. COMMITTED. PROFESSIONAL. TAILORED. FOCUSED. EXPERIENCED. EMPOWERING. © Indicia
  64. 64. NUMBER 6: USE SHORT SENTENCES. 86 © Indicia
  65. 65. L.M.SHERMAN NIKOLAI A. RUBAKIN HARRY D. KITSON BERTHA A. LIVELY RUDOLF FLESCH 87 © Indicia
  66. 66. PARAGRAPH. 4 SENTENCES. 1O WORDS AVG. 40 WORDS TOTAL. 88 © Indicia
  67. 67. NUMBER 7: PLAIN WORDS ARE BEST. 89 © Indicia
  68. 68. SESQUIPEDALIA NISM OBFUSCATES PELLUCIDITY. 91 © Indicia
  69. 69. NUMBER 9: EMBRACE GRAMMAR AND PUNCTUATION. 95 © Indicia
  70. 70. NUMBER 10: LOVE YOUR SOCIAL. 99 © Indicia
  71. 71. NUMBER 11: THINK CLASSICAL THOUGHTS. 103 © Indicia
  72. 72. NUMBER 12: STUDY YOUR WORDS CAREFULLY. 105 © Indicia
  73. 73. BIT.LY/19G78CE 108 © Indicia
  74. 74. Closing comments David Thomas, Sainsbury’s Bank

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