Why the biggest threat to content marketing is content marketing

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Why the biggest threat to content marketing is content marketing

  1. 1. 11/7/2013 The problem with content marketing is… Eileen Brown Amastra Ltd. http://eileenbrown.wordpress.com http://twitter.com/eileenb About.me/eileenb • 2004 • ZDNet Social business • @eileenb 1
  2. 2. 11/7/2013 Cascade Creators 2
  3. 3. 11/7/2013 Context Case Study: Search Labs 3
  4. 4. 11/7/2013 • “E-commerce in Russia • Natural search:Top three • Backlinks • SEO boost • • • • Outreach Research Hosting Data Capture 4
  5. 5. 11/7/2013 • Challenges Challenges Content? 5
  6. 6. 11/7/2013 Case Study: Edible Arrangements • Simple Website promotion – Countdown timer – Hero shot – Test formats • Email promotion – Holiday season • Raise awareness – Social mentions – Ads 6
  7. 7. 11/7/2013 • 8% increase in same day orders • Higher open rate & Average order value Covered 7
  8. 8. 11/7/2013 Consuming Click throughs 8
  9. 9. 11/7/2013 Case Study: Inside Out Development • Four step approach – Set the principles of great content – Focus on three types of content – Become the content sponge – Promote and support content 9
  10. 10. 11/7/2013 20% higher clickthrough rate 87% lower opt-out rate 388% more leads generated H1 2013 results: • Content-based emails: – Total emails sent: 1,082,122 – Clickthrough rate: 1.2% – Opt-out rate: 0.087% – Share of leads generated: 83% • Sales-based emails: – Total emails sent: 2,294,666 – Clickthrough rate: 1% – Opt-out rate: 0.67% – Share of leads generated: 17% Catalyst 10
  11. 11. 11/7/2013 Checklist • • • • • • Be the buyer Authoritative Strategic Prolific Passionate Perform Social media and brand advice eileenb@amastra.co.uk 07764 359 905 http://eileenbrown.wordpress.com @eileenb 11

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