Content Marketing: new introduction to an old marketing idea


Published on

Content marketing - the latest new idea to hit to world of marketing, or just an old idea rebadged? I argue that although content marketing has been around for years, it nevertheless deserves attention because it encourages companies and brands to think more clearly about content, audiences and measuring performance.

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

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Vainies, brainies and Bainies (McKinsey & Co, BCG and Bain & Co)
  • A true content marketing strategy includes concepts for content distribution, communication and interaction with the audience. You must have a clear idea about which goals and groups you want to reach.Depending on your strategy, you'll need an editorial calendar. You might also need to include other departments in your strategy for producing and distributing content.Real content marketing builds a market. Fake content marketing seeks links, conversions, visitors, traffic, etc.If you always know where to find great content, you're an excellent researcher and know the great content marketers in your field. But in the end, your views, ideas and concepts are part of your personality and expertise, and the most important assets of your content marketing.
  • Tiny LettersMail Chimp
  • Content Marketing: new introduction to an old marketing idea

    1. 1. Content MarketingA new introduction to an oldmarketing idea
    2. 2. New! Content marketingSource:
    3. 3. New! Content marketing“71% said they would beincreasing spend on contentmarketing. Last October, 90%said the discipline wouldbecome more important over thenext 12 months.”Source:
    4. 4. …it’s the only marketing left.Seth Godin
    6. 6. John Deere in 1895John Deere launched The Furrow in 1895, with the aim ofgaining American farmers’ trust and helping them navigatethe complex world of agricultural technology.
    7. 7. •Print, web editions•1.5 million circulation•Distributed in over 40countriesThe FurrowSource:
    8. 8. McKinsey & Co in 1964The McKinsey Quarterly, run for almost half a century. Knownas “Vainies”, the McKinsey proposition depends on persuadingclients to focus on both their culture and advice.
    9. 9. •Print, web editions•55,000 print circulation•Limited to CEOs, TopManagers & AcademicsMcKinsey QuarterlySource:
    10. 10. Red Bull in 2007Red Bull Media House launched the Red Bulletin in 2007 tobring a fresh focus to the quality of the content it produces tosell energy drinks. It aims for under 40% branded content.
    11. 11. •Print, iPad, Android app•3.1 million circulation•English, German, French,SpanishGlobal Red BulletinSource:
    12. 12. ABC magazine stats (UK 2012)• Top 10: half are customer mags• Top 3: Tesco, Asda, NationalTrust• 9.5% circulation growth ‘12Source:
    13. 13. Liggett & Myers Tobacco Co 1941Companies and brands have understood the power of contentmarketing for decades. Prior to government rules on tobaccoadvertising, customer magazines were commonplace.
    14. 14. Media companiesIt turns out one class ofbusinesses has beenparticularly good at turningout content that is designedto foster loyalty, advocacyand improved revenue peruser (RPU).BBC Magazines published 40titles aimed at six marketsegments. This was spun offas Immediate Media Co,boasting 800 staff, 34websites, 50 magazinesreaching 11 millionconsumers in the UK alone.
    15. 15. Boundary-crossing contentMedia companies have also been at the vanguard of thoseturning on digital content streams in the past decade. CNNjoined YouTube in November 2006.
    16. 16. Interactive contentSome brands have investedheavily in breaking down thebarriers between differenttypes of content, to greateffect:• Static vs dynamic• Branded vs UGC• Education vs funSkittles has consistentlyrewritten the rules and avisit to the website is alwayseye-opening.
    17. 17. Our lives as contentNike+ has grown over sevenyears to 6m users, who areengaging with themselvesand their friends through themedium of products and thebrand.The Fuelband, launched in2012, joins up a set ofconnected services,monitoring, measuring andsharing your active life. Thisis content built into the realworld via devices and appsSource:
    18. 18. “Words are, of course, themost powerful drug used bymankind.”Rudyard KiplingSource:
    19. 19. Content evolutionContent is a fluid concept.No matter how much youpay attention, it has thecapacity to wrong-foot you.The nature of content has tobe driven by the audience.Between 2006 and 2010,social media gained tractionand written content came tomean short bursts ofcharacters. Then came longreads, which are nowclassified as a specific typeof content.Interest in: Long reads2004 - 2013
    20. 20. We’re all media companies now“Brands are continuallyadvised to start acting aspublishers online. That everycompany is a media companyonline is now a truism.”Source:
    21. 21. Getting content marketing rightBenefits: good• Primary factor behind50% of buying decisions• Blogs on companywebsites drive 50%more visitors• 70% of consumersprefer getting to knowcompanies by articlesthan adsRisks: bad• Content ≠ contentmarketing• Easy to slip into SEOspam• Curate content and yourisk becoming amultiplier for otherpeople’s contentSource: Source:
    22. 22. 7 content marketing tips1. Know your customer. Spend time withthem, actively listen to them, speaktheir languageWhether they are teens who lovemake-up or grizzled IT BDMs, once youget onto their wavelength, anything ispossible. But you must get them there.
    23. 23. 7 content marketing tips2. No hard sell. Content marketing is nota short-term win, but a long-termrelationshipIn a world of weak ties and fleetingattention, the big winner is the onewho people recognise as trustworthy,helpful, or simply pleasant.
    24. 24. 7 content marketing tips3. Commit to excellence. Great contentleads to great respect, nothing less willdoCreating great content is increasinglywithin reach on every budget. Everheard of, or
    25. 25. 7 content marketing tips4. Email is still key. No matter how muchpeople like the idea of subscribing,they love receiving a letter.The role of email in a world of pullmarketing was unclear for a while.Now it is back with a vengeance, andthe tools now exist to make itfantastic!
    26. 26. 7 content marketing tips5. Make sharing easy. Increasingly, yourcontent will spread at the hands ofhumans, so don’t hold them backSharing is a basic human behaviourand it has driven the growth of socialmedia. {Contextual sharing tools takethat to the next level.}
    27. 27. 7 content marketing tips6. Stop obsessing about channels. Youdon’t need a Facebook strategy, youneed a content strategy (Mark Ragan).For two reasons:a) great content transcends channelsb) the audience pick their favouritechannels anyway
    28. 28. 7 content marketing tips7. Plan measurement. Before you plancontent, consider how you willmeasure performance.You can measure almost anything.Select channels and pick content thatgive you a glimpse into the mind of theaudience. Then iterate.
    29. 29. Getting creativeThree main sources of creativity incontent marketing:• The product: great storytelling is key• The audience: you can reflect what theysay, how they say it• The channel: photography, for example
    30. 30. Using the networkSearch turnedus all intoprofessors.Networkanalysis turnsus all into nosyneighbours.Source:
    31. 31. ChallengesThree things that often go wrong forcontent marketing campaigns:• Quarterly cadence: marathon, not sprint• Corporate integration: no more siloes• Bottom-up decision-making: beprepared to make mistakes and amend
    32. 32. RecapTake aways:1. Know your audience2. Create a story that could have comefrom their mouth3. Know how you’ll measure before youstart
    33. 33. How do you choose what type of content to create?We’re here to help you decide