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  1. 1. Content Marketing Programmes Keith Feighery
  2. 2. Outline • Overview of Content Marketing Programmes • Class exercise • Leveraging Owned Media Assets • Managing Content Marketing Initiatives • Content Marketing for Business to Consumer • Relevant Case Studies • Content Marketing for Business to Business • Relevant Case Studies • Project Pitch
  3. 3. Key Points • Content = valuable and useful information NOT just orchestrated messages • Focus on what a customer needs rather than what you sell – Address user needs in all published content • Valuable communications is what differentiates you from competition • Marketers are publishers today • Customer relationships don’t end with a payment – Use content to increase retention rates • Without good content, community is impossible • 90% of corporate websites talk about “How great they are” • Buyers are more in control today than ever – not sales organisations
  4. 4. Content Driven Marketing
  5. 5. Content types • The content and digital media on your Web site, other microsites, partner sites etc.. • Facebook/MySpace/Bebo fan pages and posts • Tweets, status updates • E-mail newsletters • Blog posts, reader comments and reactions • Whitepapers, case studies, webinars, podcasts • Videos, demos, presentations, and custom animations • Product/service reviews • Forums • Articles and other intellectual property or knowledge sharing – professional contributions etc.
  6. 6. Who creates the content • Internally – Find employees who are knowledgeable and want to write – Re-purpose content that has been created over time for different media • Partners, customers and third party experts – Publish whitepapers, webinars, eBooks, articles etc…with partners • Customers – If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc.. – You can allow customers to make product recommendations – crowdsourcing
  7. 7. What we want our content to do • 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. • Mindshare - we need people to spend enough time with our content to actually "get" the ideas it's sharing. • 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. • Action - your content is sent out on a mission to get people to DO something. • 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.? • 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. • Competence - your content must provide evidence that your company can actually do what it says it can. • 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 feed Authority - content must inspire reliance on your company for consistently valuable insights
  8. 8. Owned Media Solutions
  9. 9. Leveraging Owned Media Assets • Recognise the value in your owned media assets – Websites, mobile applications, digital conversations/interactions etc. • Brands/Businesses are becoming publishers and media outlets – No limits to what an organisation can publish online for the consumption of their consituencies • Become trusted knowledge experts in your business or sphere of operations • Establish trust and develop relationships with customers and prospects – Be engaging, entertaining, educative, informative etc.. – Allow user participation and transparent engagement
  10. 10. Advantages • Creates demand generation and awareness through value add publishing • Creates a less-frictional way of converting prospects into sales – When used in conjunction with lead management systems • Helps build long-term relationships rather than one-off sales • Creates stickiness to your owned media assets (rather than to paid ones) • Once started, provides an ongoing process and framework to control and publish valuable information
  11. 11. Content Mktg: Success Vs Failure • Characteristics of Success – Understanding the informational needs of your customers – Knowing how those informational needs mix with your marketing goals and objectives – Mapping content schedule to user profiles and buyer cycles – Being consistent (content marketing is a marathon, not a sprint) – Listen and continually evolve the program • Characteristics of Failure – Always selling, rather than informing and educating – Not listening, thus not evolving the content program – Waiting for perfection to come before you deliver the content.
  12. 12. Inbound Marketing V Content Marketing Debate – Semantics?
  13. 13. Hubspot – Inbound Marketing Company view
  14. 14. Social Media Landscape