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Griffith - Week3 - Content Marketing Programme

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  1. 1. Content Marketing Programmes Keith Feighery
  2. 2. Outline <ul><li>Overview of Content Marketing Programmes </li></ul><ul><li>Case Studies of Content Types </li></ul><ul><li>Purpose of your Content </li></ul><ul><li>Relevant Integrated B2C and B2B Case Studies </li></ul>
  3. 3. Types of Content
  4. 4. Website
  5. 5. Blogs
  6. 6. Social
  7. 7. Professional Networks
  8. 8. Ads & SERPs
  9. 9. Display Ads
  10. 10. Email
  11. 11. Video
  12. 12. Photos
  13. 13. Docs & PPTs
  14. 14. Summary of Content Types
  15. 15. Content types <ul><li>The content and digital media on your Web site , blog other content managed systems, partner sites etc.. </li></ul><ul><li>Facebook fan pages and posts </li></ul><ul><li>Tweets , status updates </li></ul><ul><li>E-mail newsletters </li></ul><ul><li>Blog posts, reader comments and reactions </li></ul><ul><li>Whitepapers, case studies, w ebinars , podcasts </li></ul><ul><li>Videos, demos & presentations </li></ul><ul><li>Product/service reviews </li></ul><ul><li>Forums </li></ul><ul><li>Articles and other intellectual property or knowledge sharing –professional contributions etc. </li></ul>
  16. 16. Who Creates this content?
  17. 17. Who creates the content <ul><li>Internally </li></ul><ul><ul><li>Find employees who are knowledgeable and want to write </li></ul></ul><ul><ul><li>Re-purpose content that has been created over time for different media </li></ul></ul><ul><li>Partners, customers and third party experts </li></ul><ul><ul><li>Publish whitepapers, webinars, eBooks, articles etc…with partners </li></ul></ul><ul><li>Customers </li></ul><ul><ul><li>If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc.. </li></ul></ul><ul><ul><li>You can allow customers to make product recommendations – crowdsourcing </li></ul></ul>
  18. 18. Purpose of Content Marketing
  19. 19. <ul><li>Content Marketing Should Support and Accelerate the following: </li></ul><ul><ul><li>Create Awareness of Products/Services </li></ul></ul><ul><ul><li>Customer/Prospect Engagement </li></ul></ul><ul><ul><li>Customer Acquisition </li></ul></ul><ul><ul><li>Customer Retention </li></ul></ul><ul><ul><li>Customer Advocacy </li></ul></ul>
  20. 21. B2C Content Marketing Programmes Keith Feighery
  21. 22. B2C Content Programmes <ul><li>Provide valuable information, content, entertainment to your prospects and customers </li></ul><ul><li>Create an ongoing conversation with them where possibe </li></ul><ul><li>Address wider customer needs – beyond what your product/service does </li></ul><ul><li>Give them what they want i.e. deals/discounts/extended service, engagement etc.. </li></ul><ul><li>Create awareness of products, services, organisation, people </li></ul><ul><li>Be transparent in terms of customer service, company information etc.. </li></ul><ul><li>Actively seek network effects and customer validations </li></ul>
  22. 23. Business to Consumer Case Studies
  23. 24. Content Marketing using Facebook
  24. 25. Bars - Facebook
  25. 26. D4Hotels.ie
  26. 27. Wright Venue – Like Us
  27. 28. Wright Venue Wall
  28. 29. Dublin Simon Community
  29. 30. Non-Profits Leveraging Facebook (Some before and afters)
  30. 31. Irish Wildlife Trust - Before
  31. 32. Irish Wildlife Trust - Now
  32. 33. Breast Cancer Ireland - Before
  33. 34. Breas Cancer Ireland - Now
  34. 35. Barnardos - Before
  35. 36. Barnardos - Now
  36. 37. Trocaire – Before
  37. 38. Trocaire - Now
  38. 39. Irish Cancer Society
  39. 40. Multi-Channel Case Studies
  40. 41. Kogi BBQ
  41. 42. BlendTec
  42. 43. HostelWorld
  43. 44. Hairybaby
  44. 45. Dazzledust
  45. 46. The Good Mood Food Blog
  46. 47. C-Mon & Kypksi
  47. 48. Greater Manchester Police
  48. 49. Mayo Clinic
  49. 50. B2B Online Marketing
  50. 51. B2B Inbound Marketing
  51. 52. Attraction Marketing <ul><li>Inbound Marketing with intent – pull marketing versus push marketing </li></ul><ul><li>Using your content to build engagement with purpose, targeted at your specific audience </li></ul><ul><li>When you create content that pulls prospects, you are differentiating your brand </li></ul><ul><ul><li>Customers recognise the value and follow trail back to your base (website) to engage with you </li></ul></ul><ul><ul><li>To ensure this works – create contagious content </li></ul></ul><ul><li>Your content will move buyers along in their buying process to become a live sales opportunity in time </li></ul>
  52. 53. Problem : In B2B Sales The Internet has disintermediated the sales process
  53. 54. The solution
  54. 55. Key Rules for Marketing Online <ul><li>Develop Buyer Personas </li></ul><ul><ul><li>Understand your prospects, based on who they are, how they behave, and where they interact in the sales cycle </li></ul></ul><ul><li>Align content with buyers </li></ul><ul><ul><li>Determine what types of information your prospects will need, based on who they are, how they behave and where they are in their buying process </li></ul></ul><ul><li>Consistency across channels </li></ul><ul><ul><li>Leverage as many channels as possible to get your message out – and keep messages consistent </li></ul></ul><ul><li>Let experts do the talking </li></ul><ul><ul><li>Solve problems – find experts & partners who can articulate and discuss problems and solutions </li></ul></ul>
  55. 56. The 7 Key Rules for Connected Marketer <ul><li>Multi-channel distributions </li></ul><ul><ul><li>Buyers have different preferences for consuming information – you need to make sure content is accessible from all these channels (Blogs, website, rss, twitter, facebook, business portals) </li></ul></ul><ul><li>Get Connected </li></ul><ul><ul><li>Make yourself a valuable resource for your prospects and connect with them on every relevant platform </li></ul></ul>
  56. 57. The Sales Funnel
  57. 61. Buyer Cycle Intelligence
  58. 62. Buyer Cycle Intelligence <ul><li>Characteristics of best customers </li></ul><ul><ul><li>Who typically buys from you, who are least demading customers, characteristics of easily and profitable closed sales </li></ul></ul><ul><li>Understanding the “Buyer Journey” </li></ul><ul><ul><li>Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..) </li></ul></ul><ul><ul><li>How can you identify if a prospect has stalled </li></ul></ul><ul><li>Lead Qualification </li></ul><ul><ul><li>What are the specific characteristics of a marketing qualified lead </li></ul></ul><ul><ul><li>What MQL (marekting qualified leads) typically convert </li></ul></ul><ul><ul><li>What are the characteristics of leads that typcially need to go through a nurturing programme </li></ul></ul>
  59. 63. Relevant B2B Content
  60. 64. B2B Case Studies
  61. 65. Hubspot
  62. 66. American Express