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[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value

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Content marketing has a tendency to be a bit of a "fluffy" term, too frequently measured against things like "shares." Nobody pays the bills in shares. In this talk, Stacey will be talking about content marketing that delivers against tangible marketing goals. Stacey will share tactics her team are using to come up with content ideas that deliver relevant (converting!) traffic and tips for executing the ideas for maximum impact.

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[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares" - Content Marketing That Delivers Tangible Value

  1. 1. NOBODY PAYS THE BILLS IN SOCIAL SHARES CONTENT MARKETING WITH TANGIBLE VALUE Stacey MacNaught Tecmark @staceycav
  2. 2. Surprisingly few people really “get” content marketing. @staceycav
  3. 3. What my friends think I do… @staceycav
  4. 4. What my friends think I do… @staceycav “You get paid to mess around on Twitter all day, don’t you?”
  5. 5. What my Mum thinks I do… @staceycav
  6. 6. What my Mum thinks I do… @staceycav “Something to do with Google or something?”
  7. 7. What my Nan thinks I do… @staceycav
  8. 8. What my Nan thinks I do… @staceycav “Computers.”
  9. 9. But it’s not just our parents and grandparents who are confused about it. @staceycav
  10. 10. So are the clients/bosses paying the wages and the bills. @staceycav
  11. 11. @staceycav
  12. 12. @staceycav
  13. 13. This doesn’t cut it… @staceycav
  14. 14. @staceycav
  15. 15. In 2010, I was a part of the team involved in delivering this disaster. @staceycav
  16. 16. @staceycav
  17. 17. @staceycav “WTF is that?” I hear you ask…
  18. 18. @staceycav That is Photoshop vomiting on some boring content.
  19. 19. @staceycav We called it an “infographic.”
  20. 20. @staceycav Yes, there’s a dinosaur on it.
  21. 21. @staceycav No, I don’t know why…
  22. 22. @staceycav We spent a whole month of our client’s budget on it.
  23. 23. @staceycav And generated 2 links and 4 Tweets.
  24. 24. @staceycav And of course, it didn’t result in anyone submitting an enquiry.
  25. 25. @staceycav
  26. 26. @staceycav
  27. 27. It was as embarrassing as Boris…
  28. 28. Fast forward a few years @staceycav (and a lot of trial and error)
  29. 29. We’re delivering links on quality and quantity. @staceycav
  30. 30. @staceycav
  31. 31. Garden and home security survey @staceycav
  32. 32. British Business Dreamers Survey @staceycav
  33. 33. We can correlate links with an improvement in rankings, traffic and sales. @staceycav
  34. 34. @staceycav
  35. 35. But we can do better. @staceycav
  36. 36. But we can do better When we stop thinking of content as a channel of its own @staceycav
  37. 37. And start looking at it as a tool to improve the efficiency of other channels. @staceycav
  38. 38. @staceycav
  39. 39. @staceycav This generated links and engagement
  40. 40. @staceycav But also….
  41. 41. @staceycav Which resulted in…
  42. 42. @staceycav Which led to… £££ (direct and assisted bookings)
  43. 43. @staceycav
  44. 44. @staceycav Content to win researchers
  45. 45. @staceycav Won visits through organic, social and low cost PPC
  46. 46. @staceycav Retarget users based on which pages they viewed.
  47. 47. @staceycav Lower CPA by up to 75%.
  48. 48. Content that generates measurable VALUE @staceycav
  49. 49. A SIMPLIFIED VERSION OF THE JOURNEY TO PURCHASE @staceycav
  50. 50. And it’s here that I believe a ton of opportunity lies
  51. 51. CONSIDERATION WHERE CONTENT BECOMES A MORE DIRECT REVENUE DRIVER @staceycav
  52. 52. @staceycav This is all about research
  53. 53. @staceycav It’s not just about understanding who the customer is and what they want.
  54. 54. @staceycav We have to understand the scenarios that put your customer potentially in the market for your product
  55. 55. @staceycav Desire Need
  56. 56. @staceycav Desire Need What makes someone want your product or service? What has happened to make the user need your product
  57. 57. @staceycav
  58. 58. @staceycav What is the event that triggers the process that ultimately ends in the purchase of your product/service? 1.
  59. 59. @staceycav “My washing machine has broken.”
  60. 60. @staceycav What’s the user’s objective at this stage? 2.
  61. 61. @staceycav “I want to fix my washing machine.”
  62. 62. @staceycav What online actions might they take? 3.
  63. 63. @staceycav
  64. 64. Plan content around the triggers that begin the consideration process @staceycav
  65. 65. And content to meet needs or overcome problems at each stage through to purchase. @staceycav
  66. 66. Survey your customers about triggers @staceycav
  67. 67. A trigger for a new purchase in almost all product areas is a product recall @staceycav
  68. 68. http://www.tradingstandards.uk/advice/advice-recall-list.cfm @staceycav @staceycav
  69. 69. @staceycav @staceycav http://ec.europa.eu/consumers/consumers_safety/ safety_products/rapex/alerts/main/?event=main.listNotifications
  70. 70. Find out what related online queries people make: @staceycav @staceycav
  71. 71. Keywordtool.io @staceycav
  72. 72. Answerthepublic.com @staceycav
  73. 73. Faqfox.com @staceycav @staceycav
  74. 74. Your call centre team! @staceycav
  75. 75. Use PPC to promote content cost effectively @staceycav
  76. 76. Nobody’s bidding @staceycav
  77. 77. Nobody’s bidding @staceycav
  78. 78. Nobody’s bidding
  79. 79. Don’t expect conversions here. @staceycav
  80. 80. And don’t expect people to just remember you when they are ready to convert. @staceycav
  81. 81. Retarget effectively. @staceycav
  82. 82. Measure. Attribute. Learn. Adjust. @staceycav
  83. 83. stacey.macnaught@tecmark.co.uk

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