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Content Marketing Demystified
2.4 BILLION
The number of internet users you potentially
have access to
144 billion – Total email traffic per day worldwide
30billion – Number of Google AdWords served
per day
1 billion – Number of monthly active users on
Facebook
175 million – Average number of tweets per day
Easy access to consumers means everyone is
trying to gain access.
The Result?
Consumers filter access to the point where
almost nothing gets through.
Interruption marketing says bombard people with
enough ads and enough might get through to
give you a ROI
The average click-through rate of an ad on the
Google Display Network is 0.4%.
For a Facebook ad is 0.051%
What is the alternative to shoving sales
information into people’s faces?
Content Marketing
Content marketing informs your audience with
relevant, entertaining and memorable information
to gain greater visibility and trust that drive sales.
Example:
• Jess does all her own DIY
• Handyman Joe publishes loads of useful
DIY tips on his website
• This helps Jen fix all kinds of things in and
around the house
• Jen now trusts Joe and he becomes her
preferred source of information
• One day Jen faces a problem that is
bigger than she can handle
• Who is she going to call? JOE!
There are three needs your content should
address:
UNDERSTANDING – PROOF – FEEL GOOD
UNDERSTANDING: people want to understand
how things work
PROOF: they want proof that what you’re talking
about really works
FEEL GOOD: they want to have a good
experience – easy, preferable entertaining and
definitely memorable
The content formats to use for each need are:
UNDERSTANDING – InfoGraphics, Blogs,
Articles, Animation and video
PROOF - White papers and case studies
FEEL GOOD - Visual communication and story
telling
The process starts with the creation of great
content.
• Make it different
• Make it useful
• Make it engaging
• Make it memorable
Re-purpose your content into different media
formats for maximum exposure and return on
investment:
Content formats to consider are:
• Video
• Animation
• InfoGraphics
• Slides
• Viral images
• Apps
• Games
• E-books
• PDF Downloads
• Webinars
Get your content to where your prospects and
clients are looking for information by distributing it
across multiple channels.
The Channels are:
• Your website
• YouTube, Vimeo
• Pinterest, Behance, Tumblr
• Slide Share, Pinterest, Instagram, Flickr
• Facebook, Google+, Twitter, LinkedIn
• Newsletters
• Events
• App stores
To avoid being overwhelmed, create a step-by-
step Content Marketing Roadmap.
Step 1: Create a piece of stunning content
Step 2: Re-purpose the content in different
formats such as:
• Video
• Infographics
• Presentations
• Posters
Step 3: Distribute the content through the
appropriate channels:
• Video – YouTube & Vimeo
• Infographics – Pinterest, Behance & Tumbler
• Presentations – SlideShare and Pinterest
• Posters – Facebook, Twitter, Google+ &
LinkedIn
There are four key tasks you need to perform:
• Engage in conversations with prospects and
clients
• Collect information on prospects and clients
• Measure and analyse the content performance
• Listen, learn and continue to publish great
content
All this activity has four purposes:
• To become a thought leader
• To build relationships based on trust
• Improve your search engine ranking
• To give prospects the opportunity to enter your
sales funnel
When the time is right a prospect will give you
permission to engage in a sales conversation.
On average, B2B marketers are spending 33% of
their marketing budgets on content marketing.
54% say they will increase their content
marketing spending in the next 12 months
9/10
Nine out of ten B2B marketers will be producing
more content this year.
Which brings us back to the information overload
problem.
The answer?
Create a great Content Brand
• Outstanding quality
• Consistent look
• Strong differentiation
• Totally engaging
• Prolific publishing
A great Content Brand is self maximising – each
published piece builds on top those before it,
growing your fan base.
People will like your content and tell other people
who will like your content. And they will tell others
and so on…
In this way you significantly increase the
likelihood of being at the right place at the right
time when a prospect requires your services.
Liked this presentation?
Imagine what we can do for you!
www.wakster.com
Brought to you by WAKSTER
Masters of Visual Communication
Visit us at: www.wakster.com
www.wakster.comwww.wakster.com

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Content Marketing Demystified

  • 2. 2.4 BILLION The number of internet users you potentially have access to
  • 3. 144 billion – Total email traffic per day worldwide 30billion – Number of Google AdWords served per day 1 billion – Number of monthly active users on Facebook 175 million – Average number of tweets per day
  • 4. Easy access to consumers means everyone is trying to gain access.
  • 6. Consumers filter access to the point where almost nothing gets through.
  • 7. Interruption marketing says bombard people with enough ads and enough might get through to give you a ROI
  • 8. The average click-through rate of an ad on the Google Display Network is 0.4%. For a Facebook ad is 0.051%
  • 9. What is the alternative to shoving sales information into people’s faces?
  • 11. Content marketing informs your audience with relevant, entertaining and memorable information to gain greater visibility and trust that drive sales.
  • 12. Example: • Jess does all her own DIY
  • 13. • Handyman Joe publishes loads of useful DIY tips on his website
  • 14. • This helps Jen fix all kinds of things in and around the house
  • 15. • Jen now trusts Joe and he becomes her preferred source of information
  • 16. • One day Jen faces a problem that is bigger than she can handle
  • 17. • Who is she going to call? JOE!
  • 18. There are three needs your content should address: UNDERSTANDING – PROOF – FEEL GOOD
  • 19. UNDERSTANDING: people want to understand how things work PROOF: they want proof that what you’re talking about really works FEEL GOOD: they want to have a good experience – easy, preferable entertaining and definitely memorable
  • 20. The content formats to use for each need are: UNDERSTANDING – InfoGraphics, Blogs, Articles, Animation and video PROOF - White papers and case studies FEEL GOOD - Visual communication and story telling
  • 21. The process starts with the creation of great content. • Make it different • Make it useful • Make it engaging • Make it memorable
  • 22. Re-purpose your content into different media formats for maximum exposure and return on investment:
  • 23. Content formats to consider are: • Video • Animation • InfoGraphics • Slides • Viral images • Apps • Games • E-books • PDF Downloads • Webinars
  • 24. Get your content to where your prospects and clients are looking for information by distributing it across multiple channels.
  • 25. The Channels are: • Your website • YouTube, Vimeo • Pinterest, Behance, Tumblr • Slide Share, Pinterest, Instagram, Flickr • Facebook, Google+, Twitter, LinkedIn • Newsletters • Events • App stores
  • 26. To avoid being overwhelmed, create a step-by- step Content Marketing Roadmap.
  • 27. Step 1: Create a piece of stunning content
  • 28. Step 2: Re-purpose the content in different formats such as: • Video • Infographics • Presentations • Posters
  • 29. Step 3: Distribute the content through the appropriate channels: • Video – YouTube & Vimeo • Infographics – Pinterest, Behance & Tumbler • Presentations – SlideShare and Pinterest • Posters – Facebook, Twitter, Google+ & LinkedIn
  • 30. There are four key tasks you need to perform: • Engage in conversations with prospects and clients • Collect information on prospects and clients • Measure and analyse the content performance • Listen, learn and continue to publish great content
  • 31. All this activity has four purposes: • To become a thought leader • To build relationships based on trust • Improve your search engine ranking • To give prospects the opportunity to enter your sales funnel
  • 32. When the time is right a prospect will give you permission to engage in a sales conversation.
  • 33. On average, B2B marketers are spending 33% of their marketing budgets on content marketing. 54% say they will increase their content marketing spending in the next 12 months
  • 34. 9/10 Nine out of ten B2B marketers will be producing more content this year.
  • 35. Which brings us back to the information overload problem.
  • 37. Create a great Content Brand
  • 38. • Outstanding quality • Consistent look • Strong differentiation • Totally engaging • Prolific publishing
  • 39. A great Content Brand is self maximising – each published piece builds on top those before it, growing your fan base.
  • 40. People will like your content and tell other people who will like your content. And they will tell others and so on…
  • 41. In this way you significantly increase the likelihood of being at the right place at the right time when a prospect requires your services.
  • 42. Liked this presentation? Imagine what we can do for you! www.wakster.com
  • 43. Brought to you by WAKSTER Masters of Visual Communication Visit us at: www.wakster.com www.wakster.comwww.wakster.com