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The Science behind online content marketing

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Marketing Strategies can't afford to be just a show of creativity, in the age of digital, crowded with content, apps, technologies and online micro-communities. The numbers in your business and the facts and trends about your audience can tell you a lot about how to build and run successful digital marketing plans. However, there are no secret formulas. Or...are there?

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The Science behind online content marketing

  1. 1. Ioana Cristea CoFounder & Marketing Strategist THE SCIENCE BEHIND ONLINE CONTENT marketing facts and formulas to meet your business aims
  2. 2. Marketing Strategies can't afford to be just a show of creativity, in the age of digital, crowded with content, apps, technologies and online micro-communities. The numbers in your business and the facts and trends about your audience can tell you a lot about how to build and run successful digital marketing plans. However, there are no secret formulas. Or...are there?
  3. 3. The are no secret formulas to guarantee success in today’s fastly changing marketing landscape. However, like never before, there is a lot of science, tech, research & case-study base to help you find the right way of doing content marketing.
  4. 4. ü There is a lot of data and a smart way to work with it, and there is a math of marketing to know. ü There are principles & trends for an impactful & relevant content marketing & online presence. ü And there are experts who can really understand your business aims and how to convert them into the right online marketing strategy. Mix these three and you have a great starting point.
  5. 5. Without facts and principles, data is useless. –Bob Hoffman, Writer, Speaker and Type A Group Partner
  6. 6. FACTS, PRINCIPLES & FORMULAS FOR CONTENT THAT DELIVERS GOOD REACH & ENGAGEMENT
  7. 7. FIRST PRINCIPLE Marketing is no longer about the stuff that you make, but about the stories you tell. –Seth Godin, Bestselling Author and Blogger
  8. 8. SECOND PRINCIPLE We need to stop interrupting what people are interested in and be what people are interested in. –Craig Davis, former Chief Creative Officer at J. Walter Thompson
  9. 9. THIRD PRINCIPLE Google only loves you when everyone else loves you first. Invest in understanding how search engine work. They are the BIBLE of online users. Get better or get started right now with SEO.
  10. 10. FOURTH PRINCIPLE Social Media will love you and hate you simultaneously, almost every day. Authenticity, honesty, and an unique voice underlie much of what’s successful online. Stay true to your brand and don’t get to emotional. Be a problem solver, a storyteller and opportunity creator.
  11. 11. FIFTH PRINCIPLE “One of the best ways to sabotage your content is to not tie it to your goals. Know why you’re creating content.” –Ellen Gomes, Senior Content Marketing Manager at Marketo Don’t just create content to create it. There needs to be a goal. What action do you want users to take after reading? With goals for your content, it’s rather meaningless.
  12. 12. FACT: TIMING, TARGETING AND CREATIVITY GO TOGETHER 1. Instead of one-way interruption in the form of blog posts, video ads or social media content, online marketing should be about delivering useful content at just the right moment that a buyer needs it. The beauty of digital marketing is that the conversation is no longer a unidirectional spray of messaging. We want to engage customers at exactly the right time. 2. “Either write something worth reading or do something worth writing about” said Benjamin Franklin. It’s one of the simplest marketing methods in history, that applies perfectly in content marketing, even today.
  13. 13. FACT: CONTENT IS A JOURNEY AND ONLINE CONTENT THRIVES WITHIN A COMMUNITY Content should be a journey. It should hit users at all the stages: awareness, consideration, and decision. If your content doesn’t continue to inform and be relevant, users will get turned off. A pipeline is only as good as the quality and readiness of leads. 90% trust peers on social networks (even strangers); only 15–18% trust brands.” (Danny Brown, Award-Winning Marketer and Author). Many digital marketers think of content as a king, ruling everything else. Success of content is rather something that the community and audience decide, not just you. Content is the key to revenue. It’s the most important thing you create to develop relationships. Without it, you’re just throwing darts at a moving target. Content builds relationships. Relationships are built on trust. Trust drives revenue.
  14. 14. u Content offers amazing long-term ROI. One in 10 blog posts are “compounding,” meaning that organic search steadily increases traffic to these posts over time. (HubSpot) u Content aligns perfectly with shifts in media consumption habits. Almost three-quarters of marketers – 72% – believe that branded content is significantly more effective than traditional magazine advertisements. (Custom Content Council) FACT: YOU GET ROI AND BRANDING AT THE SAME TIME
  15. 15. u Interactive content is big business – and getting bigger. Of content marketers currently using interactive content (like this interactive timeline of the history of Google AdWords), 75% plan to increase their budgets to produce more interactive content in the coming year. (SnapApp) u The hift toward longer, more in-depth content. The average length of blog posts is getting longer, with the typical word count of a blog post increasing towards over 1000 words. On average, long-form blog posts generate nine times more leads than short-form posts. (Curata) FACT: IN-DEPTH & INTERACTIVE CONTENT STANDS OUT
  16. 16. FACT: You need to create content for the type of environment your audience uses ✓ 5.11 billion unique mobile users in the world, up 100 million (+2%) in the past year ✓ 4.39 billion internet users in 2019, an increase of 366 million (+9 %) versus 2018. ✓ There are 3.48 billion social media users in 2019, with the worldwide total growing by 288 million (+9%) since last year. ✓ 3.26 billion people use social media on mobile devices in January 2019, with a growth of more than 10%. ✓ On average, the world’s internet users spend 6 hours and 42 minutes online each day. But what are they doing, in fact, online? data supplied by WeAreSocial, 2019
  17. 17. ✓ 92% of internet users now watch videos online each month, meaning that more than 4 billion people around the world are consuming online video content in early 2019. ✓ Despite a troubling year in 2018, Facebook maintains its top platform ranking in 2019. In fact, Facebook’s monthly active users (MAU) numbers grew steadily and the platform’s reports year-on-year user growth of almost +10%. ✓ Instagram has a growth in active users growing by more than 4% only in the first quarter of 2019 and the growth has continued along the year. ✓ Snapchat’s total audience sits at 306.5 million in 2019, down with about -10% since the fall of 2018. ✓ Smartphones now account for 2/3of global mobile connections. data supplied by WeAreSocial & GlobalWebIndex, 2019 WHAT IS YOUR AUDIENCE DOING, ONLINE?
  18. 18. WHAT TO MEASURE? CONTENT RELATED ONLINE METRICS EXPOSURE (IMPRESSIONS / VIEWS / REACH) for each type of CONTENT ENGAGEMENT RATE per type of content ENGAGEMENT SPLIT PER TYPE AND CHANNEL VISITS (VIEWS/CLICKS & CPC & CPM) generated by CONTENT CTR (click through rate) by type of CONTENT TRAFFIC CHANNELS & TIME SPENT WITH CONTENT CONTENT SHAREABILITY (EARNED MEDIA) USER GENERATED CONTENT VOLUME & QUALITY
  19. 19. FACTS, PRINCIPLES & FORMULAS FOR CONTENT THAT DELIVERS GOOD CONVERSION
  20. 20. FIRST PRINCIPLE “Marketers need to build digital relationships and reputation before closing a sale.” –Chris Brogan, Chief Executive Officer of Owner Media Group
  21. 21. SECOND PRINCIPLE “Does your content lead readers on a journey, or does it merely stuff them as leads into a pipeline?” –Ann Handley, Chief Content Officer of MarketingProfs
  22. 22. THIRD PRINCIPLE “Stop selling. Start helping.” –Zig Ziglar, Author and Motivational Speaker Have you noticed how “selling” has become a negative word? No one wants to be sold. Users want to find solutions and build relationships. Your job as a brand is to educate and inform. If you do that well, selling happens naturally.
  23. 23. FOURTH PRINCIPLE We must move from numbers keeping score to numbers that drive better actions.” –David Walmsley, Chief Customer Officer at House of Fraser Metrics do matter, but there is a lot of confusion on which ones. Gathering numbers just to “keep score” is fruitless tactic. Look at numbers, and learn from them. Any meaningful metric will drive action.
  24. 24. u Content can be amazingly versatile and reusable. Almost 60% of marketers reuse and repurpose content between two and five times. (LookBookHQ) u 18. Content has become vital to many companies’ lead generation pipelines. Lead generation, sales, and lead nurturing are the top three organizational objectives for content marketing, at 85%, 84%, and 78%, respectively. (Content Marketing Institute/MarketingProfs) u 19. Many companies are turning away from traditional advertising in favor of content. Approximately 28% of marketers say they have reduced their digital advertising budgets in order to produce more content assets. (Gartner) FACT: TO OPTIMISE, REUSE WHAT WORKS AND LINK YOUR CONTENT STRATEGY WITH YOUR CONVERSION FUNNELS
  25. 25. u 10. Buyers trust content. An overwhelming majority of B2B service and product buyers – 95% – consider content as trustworthy when evaluating a company and its offerings. (DemandGen) u 11. Content can help prospective customers at every stage of their journey. Almost half – 48% – of marketers support between three and five of their customers’ purchasing stages with specialized content. (LinkedIn Technology Marketing Community) u 12. Content compliments traditional sales techniques perfectly. Approximately half of marketers – 49% – are producing content to align closely with various stages of the typical consumer sales cycle to aid sales teams and increase cross-departmental sales enablement. (LookBookHQ) u 13. Prospects WANT content – especially white papers. Approximately 78% of buyers relied on white papers to make a purchasing decision within the past year. (Curata) FACT: CONSUMERS WANT CONTENT & TRUST GOOD CONTENT
  26. 26. FORESTER RESEARCH: ROI of Social Media & Content Marketing
  27. 27. FORESTER RESEARCH: ROI of Social Media & Content Marketing
  28. 28. WHAT TO MEASURE? CONTENT RELATED METRICS Conversion AVG. VALUE & RATE SOURCES OF TRAFFIC (CONTENT TYPES & CHANNELS) vs. SOURCES OF SALE ROI / ROAS (RETURN ON INVESTMENT or ON AD SPENT) COST PER AQUISITION/ RESULT for each TYPE OF CONTENT COST PER LEAD/SALE REVENUE PER LEAD/SALE RETENTION/ COME BACK RATE for CONTENT CONSUMPTION & CO|NVERSION CONVERSION EVOLUTION CURVE & SEASONALITY
  29. 29. 1. WHAT PRINCIPLES DO WE FOLLOW for each stage of the CONTENT MARKETING CYCLE? 2. WHAT IS THE MIX OF MARKETING CHANNELS we use within the CONTENT STRAGEGY? 3. WHAT KPIs (Key Performance Indicators) do we MEASURE & WHAT DO WE DO after, with the results measured?
  30. 30. MEGHAN TAILOR SINGS ”IT’S ALL ABOUT THAT BASS”. ...AND GOT (so far) OVER 2.34 BILLION VIEWS ON YOUTUBE (for the official video only) WITH A CATCHY, SOMEWHAT CONTROVERSIAL BUT BOLD DEBUT MUSIC STATEMENT.
  31. 31. PETER DRUCKER SAID IN MANY OF ITS WORKS THAT „IT’S ALL ABOUT MEASUREMENT.” BECAUSE „IF YOU CAN’T MEASURE IT, YOU CAN’T IMPROVE IT.” HE IS THE TO INFLUENCIA BUSINESS THINKER O THE MODERN AGE AN AUTHOR OF 3 OF TH 50 BESTSELLIN MANAGEMEN BOOKS OF ALL TIME GLOBALL
  32. 32. AND THERE ARE ABOUT 4.4 BILLION INTERNET USERS READY TO EMBRACE YOUR ONLINE CONTENT AND MARKETING INITIATIVES, AROUND THE WORLD. WE’RE SAYING „IT’S ALL ABOUT THAT MIX” OF DIGITAL MARKETING FORMULAS AND CHANNELS YOU USE TO GET & MEASURE THE BEST ONLINE RESULTS POSSIBLE WITH YOUR RESOURCES.
  33. 33. BASS = CREATIVITY MEASUREMENT = TOOLS & KPIs MIX = CHANNELS & RESOURCES
  34. 34. Ioana Cristea Co-Founder & Marketing Strategist THANK YOU kite-agency.com

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