I’ve been in the digital industry for over 20 years, and started out designing CD-ROMs, before the internet became a big ‘thing’. CD-ROM’s taught me the power of interactivity; the power of content; and the power of learning.In the mid-90’s I worked under global branding guru Martin Lindstrom, and his mantra was “brands are built by involvement”.Over the last 13 years, my agency, Bullseye has been using content marketing techniques to build our clients brands online. This presentation today will help you understand how you too can build your brand by using content marketing techniques.
I want to start out by asking two questions:How much advertising have you seen from Google? Is the next thing I show you content or advertising?
Is this content or advertising?It’s had over 39M views on YouTube alone.
So you can see that content can take many forms.However some content is more diifficult to produce.And some content delivers greater depth of engagement.
I like too describe the difference between advertising and content as the difference between:Talking the talk, and Walking the talk.Content allows you to demonstrate your affinity to your audience, by speaking authoritatively on a topic, in their terms.Lets look at some good content marketing examples.
AmEx created OPENforum aimed specifically at Small Business owners. Here’s a quick overview video:
Here’s another example.Bullseye has been working with Bayer Animal Health for the last 2 years.We created a content marketing strategy for Bayer aimed at Farmers. The site is call FarmAdvisor.
Can you see that the principals for success are the same?
A key pillar for content marketing success is a customer-centred approach.
Another important point is that you should develop your content strategy BEFORE your social strategy. Otherwise your social strategy will lack focus.
Here’s a great quote from Frank Strong.He speaks to the point that when your content is shared by others, it is ultimately successful and more valuable.
Now, I’d like to take you through the high-level stages of the content marketing lifecycle.These stages are critical components of your content marketing plans.
By measuring each of these metrics, you can identify any “break points” or “leaks” in your funnel.
You can also plan your content marketing results by using this simple forecasting model, using industry benchmarks to project your results in reach and engagement.Measuring your actuals against this will determine your own benchmark for further optimisation.
But remember, it’s really important to measure all aspects of your campaign in order to develop benchmarks for yourself and continually work on optimizing your results.Kentico provides you with the right tools for measuring your campaigns.
You can learn so much about youraudience by monitoring their interaction with your content….
Optimisation is simply about taking the best results (the proven) and trying new techniques. A/B and Multivariate testing are key functionalities to provide this.You take any new successes (the hits) and add them into your proven marketing formula. Any failures (the misses) are then chalked up as learning and removed from your mix.
And don’t forget this important point.The tighter you focus your content, the better the results – especially in SEO terms.
But I’m not here to say don’t use advertising.Advertising, when combined with a god content strategy, will actually improve your results.Advertising can accelerate the success of content marketing.
Here’s an example of the level of ROI that you can achieve with content marketing.(content marketing institute awards)
And another example.
So, in summary – the way it works is….Before I finish up and take questions, here’s a spoof ad, showing that “reality-advertising” is going too far……..
Content is the new advertising for websites
Content is the New Advertising
$48B brand value - #2 ‘Best Global Brand’ 2013
*Interbrand and Forbes global brand studies
There are many forms of content
DEPTH OF ENGAGEMENT
DIFFICULTY TO PRODUCE
The currency of content
“Content is currency — something we trade for
our audience’s attention. That currency
becomes more valuable every time it’s shared
by someone other than ourselves.”
Frank Strong, Copyblogger
4 stages of the Content Marketing Lifecycle
Track each channel
Measure the ‘funnel’
Engage social influencers
Use paid media
Explore different channels
Touchpoints and lifecycle
Media types and budget
Measurement metrics - the “funnel”
Forecasting content “campaign” outcomes
CAMPAIGN RESULT =
Sum of engaged audience across the distribution channels
3. Topic / Task
5. Time of day
6. Channel / Device
Optimisation strategies multiply results
Your plans must remain fluid and open to optimisation
Traffic / sales goals
Up weight and expand on the proven as well as testing and incorporating the potential to
continue building the mix long term
Content and SEO Relationship
KEY PHRASE CURVE
HIGH COST &
Over 60% of Google
searches use 3 keywords
1-2 Word Phrases
2-3 Word Phrases
More Descriptive Phrases
‘Romantic island getaway queensland’
LOW COST AND
Advertising your content will accelerate growth
Growth by advertising
Growth by content
Growth by content
The ROI of Content Marketing
Vice President – Demand Generation, DocuSign
65% reduction in churn rate
127% of sales targets reached
Pipeline doubled – Q1
Pipeline tripled – Q2!
The ROI of Content Marketing
• Thought Leadership campaign
• Microsite, emails, e-book + social
• $8M in new pipeline closed
Summary of the right approach
Richmedia, Tools, Cam