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Content Marketing and the Digital Dinosaurs

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. 1. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Content Marketing
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 31. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  32. 32. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  33. 33. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  34. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 48. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  49. 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

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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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