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Ibat Content Marketing Programmesv1 8


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IBAT content marketing presentation

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Ibat Content Marketing Programmesv1 8

  1. 1. Content Marketing Programmes<br />Keith Feighery<br />
  2. 2. Outline<br />Overview of Content Marketing Programmes<br />Class exercise<br />Leveraging Owned Media Assets<br />Managing Content Marketing Initiatives<br />Content Marketing for Business to Consumer<br />Relevant Case Studies <br />Content Marketing for Business to Business<br />Relevant Case Studies<br />Project Pitch<br />
  3. 3. Content Marketing Programmes<br />
  4. 4. Leveraging Owned Media Assets<br />Recognise the value in your owned media assets <br />Websites, mobile applications, digital media 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 />
  5. 5. 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 />
  6. 6. Advantages<br />Become trusted thought-leaders in your business area<br />Creates a less-frictional way of converting prospects into sales<br />Helps build long-term relationships rather than one-off sales <br />Creates stickiness to your owned media assets (rather than paid ones)<br />Once started, provides an ongoing framework to control and publish valuable information<br />Content Marketing thinking becomes ingrained in the culture of the organisation<br />Nurturing prospects Vs aggressive interrupt based marketing techniques<br />
  7. 7. Success Vs Failure<br />Success<br />Understanding the informational needs of your customers<br />Knowing how those informational needs mix with your marketing goals and objectives <br />Developing a content program around those needs<br />Being consistent (content marketing is a marathon, not a sprint)<br />Listen and continually evolve the program<br />Failure<br />Always selling, rather than informing<br />Not being consistent with your content promise<br />Not listening, thus not evolving the content program<br />Waiting for perfection to come before you deliver the content.<br />
  8. 8. Key points to remember<br />Content = valuable information NOT just orchestrated messages<br />Customer relationships don’t end with a payment<br />Focus on what a customer needs rather than what you sell<br />Address needs all the time<br />Valuable communications is what differentiates you from competition<br />Marketers are publishers today<br />Without good content, community is impossible<br />90% of corporate websites talk about “How great they are”<br />Buyers are more in control today than ever – not sales organisations<br />
  9. 9. Content Forms<br />
  10. 10. Content forms <br />The copy and digital media on your Web site<br />Articles and other intellectual property or knowledge sharing<br />Whitepapers, case studies, Webinars, podcasts<br />E-mail newsletters<br />Facebook/MySpace/Bebo fan pages and groups<br />Product/service reviews<br />Forums<br />Blogs and reader comments<br />Videos, demos, presentations, and custom animations<br />Tweets, status updates,<br />Content widgets<br />