With 27 million pieces of content being shared every day & businesses this year expected to spend at least 25 – 30% of marketing budgets on content, this presentation takes a look at how marketers can best reach their online audience & the metrics that show you are succeeding. We will look at the benefits of community building on your: • content creation • timing • distribution channels Delivered at Swipe Summit, Dublin (February, 2016)

1. DELIVERING THE RIGHT
CONTENT AT THE RIGHT TIME
Sharon Tighe | Swipe Summit | February 2016

2. • Founded in 2000
• Original parenting website
• Over 300,000 members today
• Largest and most trusted parenting
community
• Multi-channel platform – digital,
sampling, events, print & data

4. SUPERVALU
JOHNSON &
JOHNSON
BORD GAIS ENERGY
NISSAN
SUDOCREM
CLIENTS

5. 1. WHERE IS THE
PROBLEM?
2. WHAT IS THE RIGHT
CONTENT?
3. WHEN IS THE RIGHT
TIME?
4. WHAT DOES SUCCESS
LOOK LIKE?

6. Where is the problem?
• In 2015, 27 MILLION pieces of content
were shared EVERY day
• This year businesses are expected to
spend at least 25 – 30% of marketing
budgets on content.

8. Are you spending as much time &
attention on the promotion &
distribution of this content as you
are on creating it?

9. Network gives you reach.
Community gives you power.
________________
Ted Rubin

10. WHAT IS THE
RIGHT CONTENT?

11. The right time is
when a user NEEDS it.
The right time to create the content
is BEFORE the user needs it.

12. Provide value always
• Humour
• Information
• Insight/ opinion
• Emotion/ empathy
• Personalise

13. The right content will also
• Drive visibility
• Deliver user engagement
• Increase traffic & conversions
• Improve SEO
• Establish YOU as a credible
source of content

14. 61% of consumers are
influenced by personalised
content.

15. Personas are helpful for
understanding your audience.
Personalisation allows you to
communicate most effectively with
them.

18. Your greatest assets are your
community & your data.
Engage them. Use your data.

19. WHEN IS THE
RIGHT TIME?

20. Test.

22. Mobile users aren’t necessarily
mobile.
Device is just one source of context.

23. “Mobile isn’t killing desktop.
It’s killing all our free time.”
Rand Fishkin

24. When are your community…
• searching?
- Looking for an answer. Provide it!
• on social media?
- Browse mode. Grab my attention!
• opening email
- Stand out. Be relevant. Provide value.

25. Your answer is in your data.
Timing depends on:
• which channel you're using
• how your target audience uses that
channel
• the content of your post
• your goals
• where your user is

26. WHAT DOES
SUCCESS LOOK
LIKE?

27. Driving Content Marketing Success
in Europe, 2015 Survey

28. There is no single metric that will
tell you the effectiveness of your
content.

29. plan
create
distribute
measure
listen
review

30. Average open rate 69% (Industry Average 18%)
Click rate 38% (Industry Average 3- 4%)
Forwards 20%+

31. How to deliver the right
content at the right time
• Get to know your
community
• Listen to them
• Be relevant
• Offer varied content
• Test & measure

32. Sharon Tighe
eumom
Let’s be social…

33. Thank you