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Content Marketing: Case Studies and Strategies for Success
- 1. Content Marketing Case studies and strategies for success
- 2. What is content marketing? ?
- 3. ? Content marketing is a technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. http://bit.ly/1djEYBf What is content marketing?
- 4. Why?
- 5. How does content marketing relate to social media?
- 6. About the MECLABS Institute MECLABS is a research institute focused on discovering what really works in marketing. We conduct real-world experiments with companies around the world to understand why people say “yes”. Our scientific approach provides the basis for education and training resources that help create exceptional, customer-centric marketing organizations.
- 7. Speakers Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Regina Love Operations Manager MECLABS
- 8. What constitutes as content marketing?
- 9. What constitutes as content marketing? Videos Red Bull MS Blog Post
- 10. What constitutes as content marketing? Videos Blogs
- 11. What constitutes as content marketing? Videos Blogs Slide decks
- 12. What constitutes as content marketing? Videos Blogs Slide decks White papers
- 13. What constitutes as content marketing? Videos Blogs Slide decks White papers Webinars
- 14. What constitutes as content marketing? Videos Blogs Slide decks White papers Webinars Case studies
- 15. What constitutes as content marketing? Videos Blogs Slide decks White papers Webinars Case studies Infographics
- 16. What constitutes as content marketing? Videos Blogs Slide decks White papers Webinars Case studies InfographicsAnd so much more!
- 17. It’s a lot.
- 18. Above all else, content marketing should be: (Mostly) free (Mostly) non-promotional Helpful Educational Shareable
- 19. Why content marketing? Print Advertising Social Media Mobile Marketing Direct Mail Trade Shows SEO Optimization PPC Webinars Email Marketing CONTENT 0% 40%10% 20% 30% 10% 20% 30% DEGREEOFDIFFICULTY LEVEL OF EFFECTIVENESS Lead Generation Benchmark Survey Fielded January 2012, N=1,915 MarketingSherpa Content Callout: Content: there is no easy button. -Scott Abel Content Strategist
- 20. http://bit.ly/15yq9Zf
- 21. 172% ROI http://bit.ly/15yq9Zf
- 22. Measurement 20% Golf Platform 7% Transactions 5% Government Relations 6% 60% Brand Launch 2% Thought Leadership Expertise Advocacy Employer of Choice Content Dependent Activities http://bit.ly/19zX8k4
- 23. Measurement 20% Golf Platform 7% Transactions 5% Government Relations 6% 60% Brand Launch 2% Thought Leadership Expertise Advocacy Employer of Choice Content Dependent Activities + 100% Increase in Web visits per month http://bit.ly/19zX8k4
- 24. From this But this… http://bit.ly/15yplDJ But this…
- 25. From thisFrom this But this… 80%=30 ARTICLES http://bit.ly/15yplDJ
- 26. SELL
- 27. Free is not free Value Cost The Prospect’s Mind • What is truly free? • Every action requires a value proposition
- 28. The value proposition http://www.meclabs.com/methodology Content Callout: Treat your content like a product. -Drew Davis Brandscaping 1 3 2 Question: If I am your ideal customer, why should I engage with your content rather than any of your competitors’ content? Prospect B PRODUCT #3 PRODUCT #4 PRODUCT #1 PRODUCT #2 PRODUCT #3 PRODUCT #4 PRODUCT #2 PRODUCT #3 PRODUCT #4 Primary Value Proposition Conversion steps associated with a specific product PRODUCT #2 PROSPECT-LEVEL PROCESS-LEVEL PRODUCT #1 PRODUCT #1 PRODUCT-LEVEL
- 29. Even “free” offers require a conversion Not this
- 30. But this Not this Orientation Small form Single CTATestimonial Quantifier Even “free” offers require a conversion
- 31. But this… Not this… Orientatio n Small form Single CTATestimonial Quantifier Start Rate Conversion Rate Control 0.73% 0.73% Treatment – Optimized 10.37% 4.76% Relative Difference 1,312% 548% Increase in conversion Selling free content on the registration page increased conversion rate by 548% 548% Even “free” offers require a conversion
- 32. What is the value? Submit Comment
- 33. Listen to your audience Submit Comment
- 34. What are we trying to communicate? Join the conversationSubmit Comment
- 35. What are we trying to communicate? Join the conversationSubmit Comment 4,357 4,278 38 50 0.87% 1.74% Visits Comments Conversion
- 36. What are we trying to communicate? Join the conversationSubmit Comment 4,357 4,278 38 50 0.87% 1.74% Visits Comments Conversion 39% Increase
- 37. TELL YOUR STORY
- 38. How to identify your story Every customer wants two things: Eliminate the negative Accentuate the positive Content Callout: Content is anything that adds value to the reader's life. -Avinash Kaushik Google
- 39. Help women identify new beauty trends Facebook 395,440 likes 842 people talking about this Twitter 782K followers Company: Beautylish Industry: Beauty Project: Brand journalism http://bit.ly/18PBt4s
- 40. Help people learn about wine 154% lift in organic traffic 50% increase in monthly email opt-ins 153,535 Facebook likes Company: Wine Enthusiast Industry: Wine retailer Campaign: Product education http://bit.ly/1tjGlqm
- 41. Help marketers improve their ecommerce efforts Help ecommerce marketers see where they stand, and insights for improvement. Company: MarketingSherpa Product: Ecommerce Success Score Survey http://bit.ly/1vx8P2k
- 42. Help people learn about big data 291% increase in social referral traffic 151% increase in organic search 269% increase in average time spent on the website Company: IBM Industry: Data Campaign: Content to help people understand big data and analytics http://bit.ly/1f5DQqH
- 43. Focus on the audience and the message … NOT THE MEDIUMContent Callout: Content marketing is all about telling a compelling story. -Joe Pulizzi Content Marketing Institute
- 44. STOP AT NOTHING
- 45. http://bit.ly/WhyContent
- 46. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 47. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 48. MarketingSherpa example
- 49. MarketingSherpa example
- 50. MarketingSherpa example
- 51. MarketingSherpa example
- 52. MarketingSherpa example
- 53. MarketingSherpa example
- 54. MarketingSherpa example
- 55. MarketingSherpa example
- 56. MarketingSherpa example
- 57. MarketingSherpa example
- 58. 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915 Marketers’ expected changes to channel budget 3% 4% 6% 9% 13% 14% 14% 19% 23% 24% 27% 29% 17% 19% 17% 29% 32% 33% 38% 44% 39% 44% 46% 45% 59% 59% 60% 57% 49% 52% 46% 32% 37% 30% 24% 23% Print advertising Tradeshows Direct mail Webinars Paid search (PPC) Mobile marketing Marketing… Email marketing Content marketing SEO Social media Website… Increase greatly Increase slightly No change 62% Increase
- 59. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 60. Why Content Marketing Fails, Moz (2014) http://bit.ly/1HMiETy
- 61. You pay with help, you receive attention and trust Your Company Customers Share of Mind Trust Content Relevant Helpful Entertaining
- 62. $4.2 BILLION
- 63. $3.9 BILLION
- 64. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 65. SproutContent.com
- 66. Real content marketing adds value for the customer, no matter the topic http://bit.ly/19zX8k4 Content Callout: Be the best answer. -Lee Odden TopRank Marketing
- 67. Top takeaways Sell your “free” content Tell your story Stop at nothing Content Callout: Content isn't King; it's the Kingdom. -Lee Odden TopRank Marketing
- 68. Questions?
- 69. Additional Resources Blog Case Study: Three Lessons Learned from a 232% Increase in Visits http://contentmarketinginstitute.com/2010/08/blog-case-study-increase-visits/ Selling Free Content: Why Seth Godin never gives anything away for free http://www.marketingexperiments.com/blog/marketing-insights/free-content-value-exchange.html Content Marketing and SEO: The world doesn’t need another blog post http://sherpablog.marketingsherpa.com/search-marketing/customer-focused-content-marketing/ Content Marketing: 3 tips for how to get started http://sherpablog.marketingsherpa.com/inbound-marketing/content-marketing-getting-started/
