Great marketing is great storytelling - Mark Addis


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Mark Addis from Newscred discusses how content marketing is not a tactic but a long term strategy.

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  • On 1 April of last year, Virgin Atlantic pulled a lighthearted prank that resulted in some serious payoff. Richard Branson, founder of the Virgin empire, released an announcement on the company website stating that the airline would be launching a domestic route with a special new feature: a glass-bottom through which passengers could enjoy the British hills and Scottish highlands.At last month’s Wearable Technology Show in London, VA’s IT Innovation and Development Manager Tim Graham reported that the campaign was a success, with very positive customer feedback and plans to further expand trial research and development. The airline is the first in its industry to test Google Glass in these ways, exemplifying its commitment to innovation as well as customer service, while drawing a great deal of attention due to the cutting-edge gadget.
  • Expansion of first point: Sustainable planning and workflow is essential. Expansion of last point: You have to iterate and be nimble so that you can be successful.
  • Great marketing is great storytelling - Mark Addis

    1. 1. NewsCred is the leading content marketing platform. We’re on a mission to help brands simplify and scale the entire content marketing process. 2
    2. 2. Plan Source Discover Publish Share Measure Content marketing is not a tactic. It’s a long term strategy.
    3. 3. Grow traffic Engage audiences Drive leads 70% of consumers prefer getting to know a company via articles rather than ads. 20% of all web traffic comes from shared content. 67% more leads achieved by companies who have an active blog. And it has the power to transform your business.
    4. 4. Three massive trends have shaped today’s digital ecosystem. 6
    5. 5. There’s been a fundamental shift away from banner ads, towards creating content that inspires audiences.
    6. 6. 8 1. Content is created, consumed and shared at a speed and scale never seen before 500 million tweets are posted every day & 100 hours of video are uploaded to YouTube every minute.
    7. 7. 2. Brands have acquired massive audiences across social channels
    8. 8. 10 3. Marketers are more accountable for business growth than ever before. 65-90% of the buying process is complete when the consumer contacts sales.
    9. 9. 11 - The Challenge… 64% of content marketers say their biggest challenge is producing enough content. - Content Marketing Institute, B2B Research, 2014
    10. 10. Some things we’ve learned. 12
    11. 11. 1. Think big picture – from brand strategy to brand storytelling. BRAND GOALS BRAND NARRATIVE CONTENT OP’s MEDIA DISTRIBUTION • Document business and marketing goals • Establish KPIs • Ensure marketing and global/regional alignment • Establish buy in from senior management • Establish content themes & principles • Audience insights and research • Media and community perceptions • Tone of voice ANALYTICS & MEASUREMENT • Establish the content supply chain – approval workflows • Identify roles & responsibilities • Identify influencer and brand advocates (employees/customers) • Determine technology • Prioritize storytelling principles and content themes to digital channels • Deploy converged media models • Establish real-time content marketing operations - Michael Brito, Edelman
    12. 12. Create a sustainable content workflow. 1. Establish the content supply chain – approval workflows 2. Identify roles & responsibilities 3. Identify influencer and brand advocates (employees/customers) 4. Leverage technology to make workflow easy
    13. 13. Build consistency & cadence with an editorial calendar. 1. Perform a content audit: reuse & repurpose existing assets 2. Make room for SEO: build content ideas around valuable keywords 3. Plan ahead, but prepare to be reactive to real-time events
    14. 14. 2. Create content that scales.
    15. 15. Licensed content drives real ROI. 1. Leverage for TOFU & drive all traffic back to your site 2. Easiest way to pass compliance: licensed content is legal 3. Maintain global brand consistency with hyper-local relevance
    16. 16. 3. Map content against the sales funnel. 68% of consumers spend time reading content from a brand that they are interested in. 78% believe organizations providing content want to build good relationships with them.
    17. 17. And take chances… Virgin Atlantic has lead their campaigns with content innovation
    18. 18. 4. Build audience through a smart distribution strategy across channels.
    19. 19. Capgemini: 12k new followers on LinkedIn monthly
    20. 20. 5. Understand the ROI of your content marketing efforts. 2,657 Page Views
    21. 21. AIG: Over 1,000 high-profile downloads monthly.
    22. 22. 25 SOMETHING TO TAKE AWAY…
    23. 23. Content marketing is not a tactic. It’s a long term strategy. Hyper-relevance is key. Map content against the sales funnel. Build a content machine with both licensed content + original content. A scalable, sustainable workflow is essential. Set teams, workflows and calendars.
    24. 24. 27 THANKS WE’RE HERE TO HELP!