Content Marketing and the Digital Dinosaurs
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What is content marketing? Why is content marketing important? What are some good examples of content marketing? What's different about the iProspect approach to content marketing?
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Content Marketing and the Digital Dinosaurs
- 1. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Content Marketing
- 2. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level By the end of this story, you’ll know: • What ‘content marketing’ is • Why it’s so important • What iProspect offer
- 3. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level But first, let’s talk about the media landscape!
- 4. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level No one’s watching TV anymore.* *Business Insider, 2015
- 5. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level …and when we are watching TV, we’re multi-screening or fast forwarding ads. *Oztam, 2015
- 6. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level …and we’re starting to see a similar picture online.
- 7. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level In Australia, 18% of people use ad blockers* *The Australian, 2015
- 8. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level If you’re not blocking ads, you’re definitely skipping past them (94% of people are!)* *iMedia Connection, 2013
- 9. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level In fact, you’re more likely to be struck by lightening than to click on a banner ad.* 8 *That’s 0.06% according to ….., don’t worry, neither are very high.
- 10. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level So what’s a brand got to do to get a click around here?!
- 11. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level “Content marketing is the only marketing left.” Seth Godin
- 12. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level In a world of blocking, skipping, deleting and unsubscribing, consumers will only tolerate marketing which is useful or valuable to them.
- 13. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Wait… What even is content marketing?!
- 14. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Content marketing is the technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.* *Content Marketing Institute
- 15. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Microsites Guides Visual InteractiveUser- generated Videos Articles Whitepapers Some types of Content Marketing
- 16. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Alright, I get what it is, but what’s so special about it?
- 17. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Well firstly, it doesn’t work by ‘interruption’. It is the thing people want to pay attention to!
- 18. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Good content is a value-adding service, building your brand and creating a loyal audience.
- 19. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level What’s more, you’re not paying for a burst of activity. Content will keep existing on your site and delivering value over a long period.
- 20. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level But that’s not all, folks!
- 21. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Content gives permission to speak to your audience much earlier in their journey.
- 22. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Content is the fuel for other digital channels.
- 23. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Content and SEO are 2 Sides of same coin.
- 24. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level What do you talk about on social channels without having content?
- 25. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level And perhaps most importantly…
- 26. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level ROI is higher than for traditional channels!* Smart calls-to-action will push audiences down the funnel to lead generation and purchase. *HubSpot State of Inbound, 2014
- 27. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level And what’s more, just like for other digital channels, we can accurately track and measure content’s performance!
- 28. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level The ‘Cut-out-and-keep’ Case for Content Content works at the beginning of the customer journey… (Awareness) …and at the end (Sales) Content builds brands (Advocacy) • Good content gives a brand permission to speak to audiences much earlier in their journey. • The fuel for all other digital channels: - Essential for SEO and traffic growth. - Necessary for social. • Content ROI is higher than for traditional channels. • Smart calls to action will push audience down the funnel to lead generation and purchase. • We can accurately track and measure performance. • Doesn’t work by ‘interruption’, it is the thing people want to pay attention to! Giving you a more engaged audience. • Good content is a value adding service, creating a loyal audience. • Content will keep existing on your site and delivering value over a long period.
- 29. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Conclusion: If you're a smart long term thinking marketer, you'll invest in content.
- 30. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Here are some smart brands that have invested in content:
- 31. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 32. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 33. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 34. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level But let’s be honest, the secret is well and truly out. Everyone’s doing it.
- 35. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level • Creative agencies • SEO agencies • Social agencies • Publishers • Internal marketing teams No really, everyone...
- 36. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level But not everyone is doing it well.
- 37. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level So what makes iProspect different?
- 38. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level We call it ‘Intelligent Content’!
- 39. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 1) We’re data-driven. Through in-depth research into audience, brand and industry, we’re targeting the right audience with the right content for them.
- 40. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 2) We’re against fluff. We know it takes a village to create great content, we have a wealth of creative and editorial talent both internally and in the Dentsu network.
- 41. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 3) We’re experts in SEO. Everything we create has search optimisation in mind from the start.
- 42. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 4) We’re smart about targeting. We write amplification strategies that get your content in front of the right people.
- 43. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 5) We have a rigorous performance focus. We set clear objectives (in line with overall marketing objectives) and measure results.
- 44. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level In other words, we’re not producing more fluff and clutter that doesn’t cut through or produce results.
- 45. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level So what do we offer our clients?
- 46. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level • Audience and Sector Research • Keyword Research • Setting objectives and KPIs • Calendar Planning • Ideation • Production and Development • Management of Owned Channels • Paid – Search, Social and Amplification • Earned - Blogger and Publication Outreach • Sales/ROI • Engagement • Ranking/SEO iProspect’s Content Offering Research & Strategy Content Creation Amplification/ Distribution Measurement
- 47. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Join us on our mission! To cut through the content clutter and create intelligent content you can be proud of! …Creative ideas, produced with excellence, that exceed objectives.
- 48. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 49. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level “Content Marketing and the Digital Dinosaurs” by: Frances Deighton Content Director at iProspect, Sydney @franny_dee frances.deighton@iprospect.con