Dispel some myths and misnomers of Content Marketing while providing 7 tips that you can walk away with to strengthen your own strategy.

1. Search | Content | Social
@tinderpoint
@paulobyrne

2. Goal For Today
Dispel some myths and misnomers of Content
Marketing while providing 7 tips that you can walk
away with to strengthen your own strategy

3. The Obligatory Stats
3

4. The Obligatory Stats
*Stats from Content Marketing Institute: 2016
4
1
5
80%
94%
87%
84%
82%
79%
Social Media Content
eNewsletters
Videos
Case Studies
Articles On Website
61%
58%
49%
49%
40%Producing A Variety Of Content
Producing Engaging Content
Measuring Content Effectiveness
Producing Content Consistently
Measuring ROI of Content Marketing
Top Content Marketing Tactic Usage Top 5 Challenges For Content Marketers
Illustrations/Photos
12% Increase
Videos
10% Increase
Infographics
10% Increase
Promoted Posts
30% Increase
YouTube
13% Increase
89%
11%
% Of Respondents Using
Content Marketing 2016

5. The Myths
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6. Myth 1
“Content Marketing is just a few blogs and a newsletter churned
out every month, right?”
6

7. Myth 1 - How Hard Is Content Marketing?
- Carefully Targeted Series (Various Mediums)
- Professionals (Expert At Reaching & Influencing Specific Groups)
- Creating Highly Effective & Engaging Content
- Build Brand Loyalty
- Increase Customer Retention
- Decrease Churn
- Increase Recommendations
- Increase Sales
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8. 8
Myth 2

9. Myth 2
“Strategy? What strategy?”
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10. Myth 2 - Know What The End Goal Is
- Brand Awareness or Reinforcement?
- Lead Conversion or Nurturing?
- Customer Conversion?
- Customer Loyalty/Retention?
- Customer Up-Sell
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11. 11
Myth 3

12. Myth 3
“My family and friends think our content is great, so of course –
it must be!”
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13. Myth 3 – Understand Your Audience
- Understand Who You’re Targeting
- Understand What They Do & Where They Do It
- What Do They Like Talking About?
- What Do They Like To Share Online?
- What Type Of Content Topics Are They Discussing?
13

14. 14
Link: https://yougov.co.uk/profileslite#/

15. 15
Myth 4

16. Go Visual 16
“We’d love to make more visual content – but it’s too expensive!”
Video Link: https://youtu.be/rfh-64s5va4

17. 17
Sources: http://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.000085b29zy7scurpf41jysekape7
0
10
20
30
40
50
60
Photography Video Infographics Illustrations
Trends For 2016
Critical Important Unimportant
Between April 2015-
November 2015, views
per day on FB Doubled
Shoppers who view
videos – Likeliness to
purchase
“Video” in Email Subject
Line
19%
4b
>8b
1.8x
50% More posts are opened on
Facebook than those without,
when accompanied by a
picture

18. Go Visual 18
Most of us have the technology in our
hands at all times.
But if you want to up the quality, it’s a
low cost to invest in HD video.

19. Go Visual 19
Video Link: https://youtu.be/lBUJcD6Ws6s

20. 20
Myth 5

21. Myth 5
“Content marketing is just another form of advertising”
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22. Myth 5 – Content Marketing Not Advertising
- Don’t confuse Content Marketing with Advertising
- Provide Value To Your Customers/Prospects
- Avoid Talking About Your Products/Services
(That’s what your website and sales reps are for)
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23. 23
Myth 6

24. Myth 6
“One size fits all”
24

25. 2010 25

26. 2011 26

27. 2012 27

28. 2013 28

29. 2014 29

30. 2015 30

31. Myth 6 – Pick Wisely
- You Don’t Have To Be Active On All Networks
- Pick Where Your Audience Is & Where You Want To Be
- What Suits Your Brand/Product & Service Best?
- Experiment With Different Formats (Snapchat etc.)
- Secure Your Brand Name (www.knowem.com)
31

32. 32
Myth 7

33. Myth 7
“Analysis & measurement is for geeks”
33

34. Create, Distribute, Analyse & Debrief
Analysis
- Effective measurement tools
- For each medium
- YouTube (training videos)
Post Campaign
- All stakeholders (internal & external)
- Debrief
- Improve & Develop
- Get back to work!
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35. 35
Key Takeaways

36. 36
1. Understand what’s required
2. Plan Your Strategy
3. Understand Your Audience
4. Mix Up The Content. Don’t Be Boring. Go Visual!
5. Ensure You’re Providing Value
6. Understand The Different Tactics Available To You
7. Create, Distribute, Analyse, Debrief – Repeat.
Key Takeaways