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Eden Content Marketing Session

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  1. 1. Content Marketing Programmes<br />Keith Feighery<br />
  2. 2. Outline<br />Overview of Content Marketing Programmes<br />Purpose of your Content<br />Owned, Earned and Paid Media<br />Leveraging Your Owned Media<br />Managing Content Marketing Initiatives<br />Content Marketing for Business to Consumer<br />Relevant Case Studies <br />
  3. 3. Types of Content<br />
  4. 4. Website<br />
  5. 5. Blogs<br />
  6. 6. Social <br />
  7. 7. Professional Networks<br />
  8. 8. Ads & SERPs<br />
  9. 9. Display Ads<br />
  10. 10. Email<br />
  11. 11. Video<br />
  12. 12. Photos<br />
  13. 13. Docs & PPTs<br />
  14. 14. Summary of Content Types<br />
  15. 15. Content types<br />The content and digital media on your Web site, blog other content managed systems, partner sites etc..<br />Facebook fan pages and posts<br />Tweets, status updates<br />E-mail newsletters<br />Blog posts, reader comments and reactions<br />Whitepapers, case studies, webinars, podcasts<br />Videos, demos & presentations<br />Product/service reviews<br />Forums<br />Articles and other intellectual property or knowledge sharing –professional contributions etc.<br />
  16. 16. What is the purpose of your content?<br />
  17. 17. <ul><li>Create Awareness of Products/Services
  18. 18. Customer/Prospect Engagement
  19. 19. Customer Acquisition
  20. 20. Customer Retention
  21. 21. Customer Advocacy</li></li></ul><li>Digital Marketing Media Mix<br />
  22. 22. Owned Vs Paid Vs Earned Media<br />
  23. 23.
  24. 24. Leveraging Owned Media Assets<br />Recognise the value in your owned media assets <br />Websites, mobile applications, digital assets<br />Its not about talking about “Yourself” all the time<br />Requires a change in mindset to what is “valuable”<br />Provide information and value to customers all the time<br />Brands/Businesses are becoming publishers and media outlets<br />Become trusted experts in your business area<br />Establish trust and develop relationships with customers and prospects<br />Be engaging, entertaining, informative etc..<br />Use content to increase acquistion rates and reduces retention costs<br />
  25. 25. Advantages Inbound Marketing<br />Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint<br />Creates stickiness to your owned media assets (rather than to paid ones)<br />Creates a less-frictional way of converting prospects into sales<br />Helps build long-term relationships rather than one-off sales <br />Once started, provides an ongoing process and framework to control and publish valuable information<br />
  26. 26. Purposeful Content<br />Attention - your content needs to get noticed - and not just by anyone - by the audience you've targeted. Awareness - once people have engaged with your content, they should have some thoughts about your company - preferably favorable ones worth remembering.<br />Mindshare - we need people to spend enough time with our content to actually "get" the ideas it's sharing.<br />Anchor - once people have ingested the ideas, your content needs to work to make sure that those ideas take precedence in forming how your audience thinks about the topic.<br />Action - your content is sent out on a mission to get people to DO something.<br />Conversation - beyond the action your content requests, it needs to ensure that the audience has a clear enough understanding that they can now talk with others and share your ideas with them in their own words.?<br />Confidence - the learning your content provides needs to help people feel certain that they know what they need to take the next step...and just what that might be.<br />Competence - your content must provide evidence that your company can actually do what it says it can.<br />Invitation - content must entice people to spend more time with your company - whether through opting in for a newsletter, attending a webinar, subscribing to an RSS feedAuthority - content must inspire reliance on your company for consistently valuable insights<br />
  27. 27. Who creates the content<br />Internally<br />Find employees who are knowledgeable and want to write<br />Re-purpose content that has been created over time for different media<br />Partners, customers and third party experts<br />Publish whitepapers, webinars, eBooks, articles etc…with partners<br />Customers<br />If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..<br />You can allow customers to make product recommendations – crowdsourcing<br />
  28. 28. Overview of Sales Funnels<br />
  29. 29.
  30. 30. Traditional Funnel<br />