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IBAT - week 2 - overview of content marketing

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  1. 1. Content Marketing Programmes<br />Keith Feighery<br />
  2. 2. Outline<br />Overview of Content Marketing Programmes<br />Class exercise<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. What is the purpose of your content?<br />
  4. 4. Owned Vs Paid Vs Earned Media<br />
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  8. 8. What should Your Content do<br />Content = valuable and useful information NOT just canned marketing messages<br />Focus on what a customer needs rather than what you sell<br />Address user needs in all published content<br />Valuable communications is what differentiates you from competition<br />Marketers are publishers today – i.e. think like media co’s<br />Customer relationships don’t end with a payment<br />Use content to increase retention rates<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. Leveraging Owned Media Assets<br />Recognise the value in your owned media assets <br />Websites, mobile applications, digital conversations/interactions etc.<br />Brands/Businesses are becoming publishers and media outlets<br />No limits to what an organisation can publish online for the consumption of their consituencies<br />Become trusted knowledge experts in your business or sphere of operations<br />Establish trust and develop relationships with customers and prospects<br />Be engaging, entertaining, educative, informative etc..<br />Allow user participation and transparent engagement<br />
  10. 10. Advantages<br />Creates demand generation and awareness through value add publishing<br />Creates a less-frictional way of converting prospects into sales<br />When used in conjunction with lead management systems<br />Helps build long-term relationships rather than one-off sales <br />Creates stickiness to your owned media assets (rather than to paid ones)<br />Once started, provides an ongoing process and framework to control and publish valuable information<br />
  11. 11. Content Mktg: Success Vs Failure<br />Characteristics of Success<br />Understanding the informational needs of your customers<br />Knowing how those informational needs mix with your marketing goals and objectives <br />Mapping content schedule to user profiles and buyer cycles<br />Being consistent (content marketing is a marathon, not a sprint)<br />Listen and continually evolve the program<br />Characteristics of Failure<br />Always selling, rather than informing and educating <br />Not listening, thus not evolving the content program<br />Waiting for perfection to come before you deliver the content.<br />
  12. 12. Content Types<br />
  13. 13. Content types<br />The content and digital media on your Web site, blog other content managed systems, partner sites etc..<br />Facebook/MySpace/Bebo 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, and custom animations<br />Product/service reviews<br />Forums<br />Articles and other intellectual property or knowledge sharing –professional contributions etc.<br />
  14. 14. 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 />
  15. 15. 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 />
  16. 16. Sales Funnels<br />
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  18. 18. Traditional Funnel<br />