A presentation at SES Singapore 2013 on Content Marketing by @ladyxtel:
1. What's the difference between Content Marketing and Social Media Marketing
2. Challenges of Content Marketing - People, Goals, and Execution
3. Basic Framework for Content Marketing - Strategy, Workflow, Distribution, Team, Analytics
4. Simple Motifs - Behaviours > Demographics, Creativity as a function of Insight & intuition, Social Content vs Content
5. Metrics to Understand
6. Resources
4. !
!
!
CONTENT MARKETING
IS LIKE TEENAGE SEX
!
EVERYONE IS EXCITED ABOUT
I! T
!
EVERYONE PRETENDS THEY
ARE DOING IT
!
B U T N O B O D Y A C T U A L LY
KNOWS HOW TO DO IT
P R O P E R LY
16. Lack of Budget
52%
Produce Enough Content
51%
Produce Engaging Content
49%
Variety of Content
41%
Inability to Measure
35%
@LADYXTEL / FIGURES FROM MARKETING PROFS, 2013 STUDY
17. S U M I T U P…
PEOPLE
GOALS
EXECUTE
organizational
silos, lack of
team R&Rs
lack of strategic
infrastructure, emphasis
on campaign execution
workflow,
processes,
automation,
ideation,
analytics
31. Remember : You can’t measure what you didn’t track
week 0
week 5 2
week 4 0
F I T 2 F A T 2 F I T. C O M
32. Content Metrics
Consumption: Page views, video views, document views, downloads and
social chatter.
Sharing: Like, shares, tweets, +1s and pins, forwards, number of inbound
links.
33. Business Metrics
Lead Generation: Form completion and downloads, email and blog
subscriptions, blog comments and your conversion rate
Sales: Look at both online and offline sales that are influenced by
content.
37. C O N T E N T LY
Professional Journalists
to help with Brand
Content Strategy
P E R C O L AT E
sources, curates,
schedules content,
includes smart
suggestions based on
content trends
@LADYXTEL
39. “Custom content is 92% more
effective than traditional TV
advertising at increasing awareness
and 168% more powerful at driving
purchase preference.”