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Passle presentation for content marketing show

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Passle presentation for content marketing show

  1. 1. Success, failure and making content work in the long term By Tom Elgar – CEO, Passle The Content Marketing Show Friday 8th November, 2013
  2. 2. Success
  3. 3. My brother Adam set up a conference company called Streaming Media in the late nineties and asked me to code the website. Doesn’t look like much now. But the clever bit was…
  4. 4. My brother Adam set up a conference company called Streaming Media in the late nineties and asked me to code the website. Doesn’t look like much now. But the clever bit was…
  5. 5. My brother Adam set up a conference company called Streaming Media in the late nineties and asked me to code the website. Doesn’t look like much now. But the clever bit was…
  6. 6. So instead of: 1. Buying a mailing list 2. Printing flyers 3. Sending them 4. Hoping for the best San Francisco, 2000
  7. 7. So instead of: 1. Buying a mailing list 2. Printing flyers 3. Sending them 4. Hoping for the best San Francisco, 2000 Streamingmedia Inc. created a community. We spoke to THE RIGHT 25,000 people each day. The competition spoke to THE WRONG 100,000 PEOPLE twice a year.
  8. 8. Nowadays it’s called ‘Content Marketing’. We just thought it was very clever indeed.
  9. 9. Nowadays it’s called ‘Content Marketing’. We just thought it was very clever indeed. Either way, Streamingmedia won.
  10. 10. Nowadays it’s called ‘Content Marketing’. We just thought it was very clever indeed. Either way, Streamingmedia won. Streamingmedia Inc. sold to Penton Media for $100m in late 2000.
  11. 11. Failure
  12. 12. Then we set up Serverside Group, which puts pictures on payment cards
  13. 13. I thought it would be great for small business logos, but actually it was mostly dogs and kids
  14. 14. But there are lots of dogs and lots of kids, and we started to do lots and lots of cards
  15. 15. But there are lots of dogs and lots of kids, and we started to do lots and lots of cards
  16. 16. And we signed up lots and lots of the world’s leading banks.
  17. 17. We wanted to make Serverside the content hub for our niche
  18. 18. We wanted to make Serverside the content hub for our niche We had a great topic and very clever people across all functions. Everything was set up perfectly
  19. 19. We wanted to make Serverside the content hub for our niche We had a great topic and very clever people across all functions. Everything was set up perfectly But writing content was always the second priority for the senior management and sales guys.
  20. 20. We had loads of great stories to tell, but lacked the the time and writing ability to bring them to life
  21. 21. We tried to outsource our content writing, but the agency didn’t really understand our weird little niche. So the content was BORING.
  22. 22. We tried to outsource our content writing, but the agency didn’t really understand our weird little niche. So the content was BORING. One day we walked our little blog out in to the snow… And shot it.
  23. 23. We tried to outsource our content writing, but the agency didn’t really understand our weird little niche. So the content was BORING. One day we walked our little blog out in to the snow… And shot it.
  24. 24. Passle Research Shows: There is Lots of Failure
  25. 25. We went to 525 websites and found … 80% of Businesses do not have a blog
  26. 26. We went to 525 websites and found … 35% of Businesses with a blog have a ‘dead blog’* * Less than 4 posts in the last year
  27. 27. We went to 525 websites and found … only 1 in 8 businesses have an updated blog
  28. 28. This was confirmed with an online survey of 401 B2B Marketers … 13% said that they keep a company blog (1 in 7.7)
  29. 29. This was confirmed with an online survey of 401 B2B Marketers … and only 1 in 5 said they use social media
  30. 30. Another piece of research of 200 B2B Marketers found that: just 18% say they have even heard the phrase “content marketing”
  31. 31. So there are 2 issues: 1. For the SMEs – no time, skill or help to create a meaningful blog presence 2. For the Agencies – cannot get the expertise from the client onto paper
  32. 32. But … our research also told us: 70% of businesses understand the value of a blog
  33. 33. That’s why we built Passle
  34. 34. That’s why we built Passle So the other 7 in 8 businesses can also keep an updated blog presence
  35. 35. And so agencies can … … create exceptional content by getting ideas, news and opinions from the heart of their client’s business
  36. 36. Here’s how … 1 Invite all the key people at your client’s business
  37. 37. 2 Everyone adds the Chrome Extension/bookmarklet button to their browser
  38. 38. 3 Any time they come across interesting news, they highlight the key part, hit the button and add in their thoughts
  39. 39. 4 All of these content ideas land on your dashboard where everyone can comment, debate and discuss them
  40. 40. 5 Create informed, interesting content and stories using this constant flow of ideas from within your client’s business
  41. 41. 6 Once you have got your client their coverage, use the button to capture and display it all in one place
  42. 42. 7 Passle even pulls in all the Twitter chat on each piece of coverage
  43. 43. Conclusions (for B2B) 1 If your primary business is content, data, knowledge etc… then having Content at the core of your marketing strategy also makes great sense. 2 For everyone else, use content to enhance your site - to attract the Search Engines, to prove competence and make sales. But it is a supplement not primary marketing activity.
  44. 44. Thanks

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