Content Marketing 101 - Deep dive into what it is and how it works

ADMA 2015
CONTENT MARKETING 101
1 April 2015
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1

CONTENT STRATEGY
Planning for the
creation, delivery, and governance
of useful, usable content

CONTENT MARKETING
The distribution of valuable and
compelling content to attract, acquire,
and engage a clearly defined and
understood target audience – with the
objective to driving a profitable
customer action.

CONTENT STRATEGY

Not just…
What

But…
• What
• Why
• How
• When
• For whom
• With what
• Where
• By whom
• How often
• What next
Jason Dutton-Smith www.wordconnect.com.au
@morethanroute66
6

CORE STRATEGY PROCESSES

Structure
How is content organised,
prioritised, and accessed?

YOUR CONTENT STRATEGY WILL
DEFINE YOUR SUCCESS
Requirements are not a list. They commit to living,
breathing objects and have people behind it.

LAUNCH AND LEAVE IS
NOT A STRATEGY
Commit to the complexities of the content and the
time and resource required. The content system
needs to be sustainable.

CONTENT MARKETING

CONTENT MARKETING
The distribution of valuable and compelling
content to attract, acquire, and engage a
clearly defined and understood target
audience – with the objective to driving a
profitable customer action.

“Traditional marketing is telling the world you
are a rock-star. Content marketing is
showing the world you are one.”
Robert Rose – Lead Strategist, Content Marketing Institute

“Traditional marketing talks at people.
Content marketing talks with them.”
Doug Kessler, Cofounder & Creative Director, Velocity Partners

People don’t care about your products or
services. They care about their wants and
needs.
Content Marketing is about creating
interesting information your customers want
so they actually pay attention to you.

IT’S ALL ABOUT
THE STORY

CONTENT MARKETING
DIFFERENT TYPES OF CONTENT

Case Studies
digital magazines
BLOGGING microsites
Website Copy
WHITE PAPERS
User Generated Content
videos
eBooks
Social Media
PODCASTTestimonials
FAQs

WHAT MAKES
VALUABLE CONTENT?

CONTENT TO POSITION
YOUR BRAND
Market leader
Thought provoker
Trusted advisor
Authority in your field

PRESENT A PERSONALITY
Reach your audience through personal interaction.
A two-way conversation.
Not a one-sided advertisement.

SEARCH ENGINE OPTIMISATION
Win higher rankings and be rewarded with
page views with high quality, optimised
content that provides value to the reader.

BE A TRUSTED GUIDE
What are the competitive differentiators, guide
the audience through the process and continue
to offer value for the life of the product.

ESTABLISH AUTHORITY
With consistent, high-value content that
gives value to your audience.

CONTENT MARKETING
HOW TO AMPLIFY

“Content is king, but distribution is
queen and she wears the pants.”
Jon Steinberg, President, Buzzfeed

GREMLIN YOUR CONTENT
Turn one story into many

SOCIAL MEDIA
Facebook
Twitter
Instagram
LinkedIn
Vine

OUTBRAIN
Content recommendation platform
Content to content relationship
Cheaper than Adwords (currently)

NEWS JACK
Don’t be first; be right first

CONTENT MARKETING
CASE STUDY – WHOLE FOODS

Natanya
Anderson
The Give a
Dam Factor
Director Social Media
& Content Strategy –
Whole Food Markets
Creating content that your
community really cares about.
Jason Dutton-Smith 38www.wordconnect.com.au @morethanroute66

Natanya
Anderson
The Give a
Dam Factor
Whole Food Markets
While data is important; intuition is
still required. Bring your
experienced lens to the data.
Data is your friend and so is
failure.
Start with the customer to see what
they want. Then use stats to
make/build your case.

Natanya
Anderson
The Give a
Dam Factor
Whole Food Markets
Look at the social conversations
people have to bridge back to a
product.
Example – Whole Foods wanted to
push seafood but the audience
were talking about fresh produce.
Whole Foods used fennel to tie it
back to a new topic introduction (or
to push a particular product).

CONTENT MARKETING
CASE STUDY – SCHLITZ BEER

In the 1920s, Schlitz beer went
from 5th in the market to first.
All because copywriter Claude Hopkins
highlighted their water purification process
in an advertisement.

Never mind that all beer companies
used the same process.

No one had told that story before.

www.wordconnect.com.au @morethanroute66 46

CONTENT MARKETING
FLIGHT CENTRE AUSTRALIA

Path to publisher

TRAVEL IDEAS MAGAZINE
125,000 EACH EDITION

USA Travel ideas (August 14)
Cruise Travel ideas (November 14)
Ski Travel ideas (March 15)
Queensland Travel ideas (March 15)
Air Travel ideas (April 15)
Asia Travel ideas (May 15)
Canada Travel ideas (June 15)

CAPTAIN’S GETAWAY
53,625/mth
FLIGHT GUIDE
71,500/mth

GOURMET TRAVELLER
63,085/mth
AUSTRALIAN GEOGRAPHIC
69,162/mth

FLIGHT CENTRE IN 2015
Over 2 million printed items
Combined - Travel ideas, Captain’s Getaway, Flight Guide publications

FLIGHT CENTRE
Largest publisher of travel
in Australia by
June 2015

EXPERT GUIDES
16 page digital guides
Emailed to customers
70 destinations by Aug 15

The Independent
The Guardian
CNN Travel
Associated Press
Fathom
The Telegraph
AFP Relax News
NEWS CRED

CONTENT MARKETING
HOW TO MEASURE AND CALCULATE ROI

ROI
measure
3 metrics the
boss wants
Content Marketing maintains or changes a behavior.
The boss will only care about three things.
1. Is content driving sales?
2. Is content saving on costs?
3. Is content helping retain our customers?

CONSUMPTION
SHARING
LEAD
SALES

How to
measure
things and
stuff
CONSUMPTION
METRICS
UNIQUE/PAGE VIEWS
An easy measure using Google Analytics
VIDEO VIEWS
YouTube insights
DOCUMENT VIEWS
SlideShare and other platforms analytics
DOWNLOADS
White Papers or other documents
SOCIAL CONVERSATIONS
Social software to measure chatter

How to
measure
things and
stuff
SHARING
METRICS
LIKES, SHARES, TWEETS, G+1, PINS
Social sharing and listening tools such as Hoot Suite
FORWARDS
Email forwarding from eDMs
INBOUND LINKS
SEO tools such as Open Site Explorer, Majestic SEO

How to
measure
things and
stuff
LEAD
GENERATION
FORM COMPLETIONS/DOWNLOADS
How often do visitors access gated content. Conversion.
EMAIL SUBSCRIBERS
Sign up conversion to your data base.
BLOG SUBSCRIBERS
Subscribers to your blog content. Blog comments is
another form of measurement.
CONVERSION RATE
How many visitors to your site who consume content
become a lead?
Each metric will have a different success measurement.

How to
measure
things and
stuff
SALES
METRICS
ONLINE SALES
For e-commerce businesses.
OFFLINE SALES
Record which piece of content was consumed and
attributed to a sale.
LEADS ORIGIN
Record the handshake deal also. Tracking where leads
originated will indicate where marketing budget can be
allocated, or removed.
It’s always about attracting new customers and
retention of current. Track where they come from and
what was successful.

How to
measure
things and
stuff
Websites – Traditional Analytics
• Page views
• Unique visits
• Social likes
• Social shares
• Web traffic
• Bounce rate
• Time on page
• Engagement
• Page rank
• Conversions
• Subscribers
• CPA (Cost Per Acquisition)
• CPC (Cost Per Click)

Source: pardot.com

Find your internal success point and
measure against that.
What is your measurement goal for
good, excellent or bad.

NEW SALES ARE GREAT
But don’t forget about retention

CONTENT MARKETING
TAKE AWAY

FOCUS ON THE READER
Don’t focus on what your CEO wants.
It’s the reader that pays the CEO.

DON’T DO MORE
Create content that matters, that
will be cherished and is useful.

OPTIMISE YOUR FUNNEL
Lead and nurture
stages of
awareness,
consideration
and
p
u
r
c
h
a
s
e
3 PHASES
1. Consideration
2. Purchase
3. Retention

FIND YOUR TOPIC
Then create the best, most relevant and useful content on the internet.
Don’t be ordinary, be EXTRAODINARY!

www.wordconnect.com.au @morethanroute66 74
HOW INTERESTING IS YOUR CONTENT
Ask yourself “Is this content more interesting than my partner?”
(or this scrumptious cupcake below)

BUYERS JOURNEY
Are you showing up in your prospects
self-determined buying journey?

59%
Organisations find allocating time to
manage content a content challenge.
Source: PR Newswire Content Marketing Research 2011

61%
Consumers who feel better about
a company with unique content.
Source: Newscred

THE ATTENTION SPAN OF A FISH IS 9
SECONDS….A HUMAN IS 7 SECONDS
Find the unique angle and never
stop talking to your audience.

“We underestimate what change will happen
in the next two years, but we over estimate
what will happen in the next ten years.”
Bill Gates

No such thing as failure.
I tested.

@morethanroute66
jds747400@gmail.com
www.wordconnect.com.au
Jason Dutton-Smith
www.morethanroute66.com

CONTENT MARKETING RESOURCES
- Curata
www.curata.com
- Content Marketing Institute (CMI)
www.contentmarketinginstitute.com
- Newscred
www.newscred.com
- Copyblogger
www.copyblogger.com/content-marketing/ (free 20
part course and 7 free e-books)

Content Marketing 101 - Deep dive into what it is and how it works

More Related Content

What's hot

Similar to Content Marketing 101 - Deep dive into what it is and how it works

Recently uploaded

Content Marketing 101 - Deep dive into what it is and how it works