Content Marketing walthrough

407 views

Published on

Describing the content marketing process and how a business can leverage content marketing to achieve success online. Given at the Institute of Directors summer conference.

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Content Marketing walthrough

  1. 1. Crafted PRESENTATION THINKCONTENT Marketing in the digital age
  2. 2. Crafted PRESENTATION verb [ with obj ] exercise skill in making (something): he crafte d the chair lo ving ly | (as adj. crafted) : a be autifully crafte d o bje ct. Ian Miller Search Director
  3. 3. Crafted PRESENTATION Who are we? • Integrated full-service digital agency • Head office based in Ipswich • Delivering successful campaigns since 2005 • Award winning work • An expanding team of 40 digital experts
  4. 4. Crafted PRESENTATION What we do WE DESIGN Websites Apps Software Brands WE BUILD Websites Apps Software eCommerce WE PROMOTE Search Marketing PR Online Advertising Content Marketing
  5. 5. Crafted PRESENTATION What is the digital age?
  6. 6. Crafted PRESENTATION
  7. 7. So urce : Pe w Re se arch Ce nte r
  8. 8. Crafted PRESENTATION Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk- newspaper-circulation.html Crafted PRESENTATION
  9. 9. Crafted PRESENTATION Source: http: //www. g uardian. co . uk/m e dia/abcs We’re moving online
  10. 10. Crafted PRESENTATION HOWIS DIGITAL MARKETING DIFFERENT?
  11. 11. Crafted PRESENTATION WRONG QUESTION.
  12. 12. Crafted PRESENTATION WRONG QUESTION. HOWIS GOODDIGITAL MARKETING DIFFERENT?
  13. 13. Interruption vs. engagement Crafted PRESENTATION
  14. 14. Content = engagement Crafted PRESENTATION
  15. 15. We are not alone Crafted PRESENTATION
  16. 16. $400 million bet Source: http://contentmarketinginstitute.com/2012/01/coca-cola- content-marketing-20-20/ Crafted PRESENTATION
  17. 17. SPENT $2.5 BILLION ON CONTENT MARKETING TECHNOLOGY IN 18 MONTHS Source: http://contentmarketinginstitute.com/2013/03/content- marketing-disruptors-2013/ Crafted PRESENTATION
  18. 18. 40% REDUCTION IN PRINT ANDTV ADVERTISING “Connecting used to be, ‘Here’s some product, and here’s some advertising. We hope you like it,’” “Connecting today is a dialogue.” Nike CEO Mark Parker Source: http://www.fluffylinks.com/nike-digital-marketing Crafted PRESENTATION
  19. 19. GAWKEREXPECT TOMOVE AWAY FROMBANNER ADVERTISING WITHIN 2 YEARS 18.6 MILLION MONTHLY READERS Source: http://www.businessinsider.com/gawker-e-commerce-sponsored- content-2012-5
  20. 20. Crafted PRESENTATION What is this “content”?
  21. 21. CONTENT GOES HERE Crafted PRESENTATION
  22. 22. CONTENT GOES HERE CONTENTGOES HERE Crafted PRESENTATION
  23. 23. CONTENT GOES HERE Crafted PRESENTATION
  24. 24. Content is intended to be consumed or Crafted PRESENTATION
  25. 25. Crafted PRESENTATION But can it make a difference to my business?
  26. 26. 73% OF PEOPLE prefer to get information about an organisation in a collection of articles rather than in traditional advertisement Source: http://engage.tmgcustommedia.com/2011/07/content- marketing-stats/ Crafted PRESENTATION
  27. 27. 61% OF PEOPLE feel better about a company that delivers custom content and are more likely to buy from that company Source: http://engage.tmgcustommedia.com/2011/07/content- marketing-stats/ Crafted PRESENTATION
  28. 28. Blogs are TWICE AS LIKELY as magazines to have inspired a product purchase over the last six months Source: http://www.contentplus.co.uk/marketing- resources/infographics/anatomy-of-content-marketing/ Crafted PRESENTATION
  29. 29. And yet… The average time spent on a webpage is 25 seconds On average, visitors only read around 20% of content One in five visitors leave a site within 5 seconds Crafted PRESENTATION
  30. 30. Why? Crafted PRESENTATION
  31. 31. Why? REMARKABLE BECOMES NORMAL Crafted PRESENTATION
  32. 32. So, be remarkable Crafted PRESENTATION
  33. 33. A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. Wayne Gre tsky Crafted PRESENTATION
  34. 34. Think beyond words Crafted PRESENTATION
  35. 35. Crafted PRESENTATION Examples of great content
  36. 36. Let’s look at the exciting stuff Crafted PRESENTATION
  37. 37. Crafted PRESENTATION
  38. 38. Crafted PRESENTATION
  39. 39. Crafted PRESENTATION crisisofcredit.com Crafted PRESENTATION
  40. 40. Crafted PRESENTATION ph otoid.n ike.com Crafted PRESENTATION
  41. 41. Crafted PRESENTATION rcs.seerin teractive.com /m on ey Crafted PRESENTATION
  42. 42. Crafted PRESENTATION rcs.seerin teractive.com /m on ey Crafted PRESENTATION
  43. 43. ONE RACE, EVERY MEDALIST EVER n ytim es.com /in teractive/2012/08/05/sports/olym pics/th e-100-m eter-dash -on e-race-every-m edalist-ever.h tm l Crafted PRESENTATION
  44. 44. Crafted PRESENTATION n ytim es.com /in teractive/2012/08/05/sports/olym pics/th e-100-m eter-dash -on e-race-every-m edalist-ever.h tm l Crafted PRESENTATION
  45. 45. How about the rest of us? Crafted PRESENTATION
  46. 46. Crafted PRESENTATION taxassist.co.u k/resou rces/sh ow-article/title/May-Day-Tax-Retu rn -Pen alties/id/23
  47. 47. h ttp://blog.crafted.co.u k/blog/2013/4/18/brigh ton -seo-crafted-takeaways.h tm l Crafted PRESENTATION
  48. 48. Crafted PRESENTATION in spiresm e.co.u k
  49. 49. Crafted PRESENTATION
  50. 50. Crafted PRESENTATION
  51. 51. It doesn’t have to be difficult Crafted PRESENTATION Crafted PRESENTATION
  52. 52. Crafted PRESENTATION
  53. 53. Crafted PRESENTATION
  54. 54. Crafted PRESENTATION What makes great content?
  55. 55. USEFUL XINTERESTING = EFFECTIVE Crafted PRESENTATION
  56. 56. One size doesn’t fit all Crafted PRESENTATION
  57. 57. Think “how” rather than “why” Crafted PRESENTATION
  58. 58. Crafted PRESENTATION
  59. 59. BE THE CUSTOMER, NOT THE COMPANY Crafted PRESENTATION
  60. 60. DON’T BE LAZY Crafted PRESENTATION
  61. 61. DON’T BE LAZY Either write something worth reading, or do something worth writing Be njam in Franklin Crafted PRESENTATION
  62. 62. CONTENT IS CUSTOMERSERVICE Crafted PRESENTATION
  63. 63. Crafted PRESENTATION Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T: +44 (0) 1473 322841 E: hello@crafted.co.uk London Office Clerkenwell Workshops, 27/31 Clerkenwell Close, London, EC1R 0AT T: +44 (0) 20 3393 3852 www.crafted.co.uk Thank you Any questions?

×