Slides from IOD Young Director's Conference. What is content marketing? A quick history of content marketing. Content success stories. Applying learning from the greats.

1. Care immensely or die
Content Marketing 101
@thewebbureau
@deanlangasco
the web bureau

2. 1. Intro
2. What is Content Marketing
3. Very little bit of history
4. Industry Success Stories
5. Applying Learnings
6. Q&A

3. The Web Bureau
• Digital Agency of the year 2 years in a row
• Going for 10 years – biggest in NI
• Team of 30 (7 since October)
• Web Design and Development
• E-commerce Experts
• Magento Developers in House
• Stock and systems integration
• Digital Marketing and Strategy
• Social Media and Content Management
• PPC & SEO
• Yoga, very social, vibrant team

6. What is Content Marketing?

12. Content creates
trust, and this has
always been true

14. It’s not new

16. How to keep
your plants
watered on
vacation
circa 1910
(UK
Cigarette
company
WILLS)

17. How to keep
your plants
watered while on
vacation circa
2013 (From
lowe’s via vine)

18. @thewebbureau

19. Case Studies / Success Stories

20. Outsourced Content Marketing

21. Purina Puppy Chow – Puppyhood.com
Purina – Puppy Chow

22. EWG (Environmental Working Group) on Buzz Sumo
The Environmental
Working Group’s
mission is to empower
people to live healthier
lives in a healthier
environment. With
breakthrough research
and education, we drive
consumer choice and
civic action.

24. EWG (Environmental Working Group) on Buzz Sumo
E-mail database Donations Sign Petition Downloads

25. Different ways to outsource content
Founder Aaron Patzer
grew the company to
over 2 million users
within 2 years and sold
the company for $170
Million through creative
blogs, infographics,
slideshows and videos.
(Now 10M)
Became to
Finances what
ESPN is to sports.
It was not just a
finance product
but the centre of
people’s financial
lives.

26. Q&A’s with influencers with big reach on chosen subjects
Each team had their own blog where they’d
discuss their finances
20-30k e-mails in 8 months
before launch
600 badges free promo
on top blogs before full
launch

28. 1.6 Million Facebook fans – 65% of traffic comes from Facebook
3.2 million visits a month to their blog
Post 6 times a day on Facebook, 7 Days – 99% of it driving traffic back to health hub
Syndicate content to partners – creating content that’s
also useful for partners to share on their websites
They don’t share all content on all channels
Instead choose right channel and time for the audiences
engaging with particular content
Bring back content repeatedly – refreshed -Make most of every piece

30. Outsourcing content
marketing can work

31. 2 main reasons to outsource:
Don’t have manpower to execute content strategy
You don’t have the expertise to develop or
execute a content strategy
QUESTION: Are you prepared to give team or individual time
and space to create content as part of a strategy? What are
your concerns?
What is currently causing concern about effort being put in?

32. PTC used Content Marketing to go from 0 to 100,000 visitors per month

33. Know your content marketing goals

34. TOP 3 GOALS:
LEAD GENERATION
THOUGHT LEADERSHIP
BRAND AWARENESS
Goals dictate what type of content to
produce and also how much.
DISCUSS BACK AT OFFICE: What would you
priority goal be? Ours is Thought Leadership

35. Content Marketing isn’t always
slow (if you do this)

36. TOP 3 GOALS:
LEAD GENERATION
THOUGHT LEADERSHIP
BRAND AWARENESS
Goals dictate what type of content to
produce and also how much.
DISCUSS: What would you priority goal be?
Ours is Thought Leadership

37. It usually takes
time to get these
kind of results…
BUT possible to
get results much
faster if you have:
1. A really
interesting
idea
2. And do
extensive
PromotionGroove 105 comments and 1000+ subscribers from
their very first post
Q: What is most success had from blog post or content?
Q: Has anyone ever conducted blogger outreach or any similar programme?

38. Transparency and Content
Marketing go hand-in-hand

39. Groove shared
fails as well as
successes
Described how
they overcame
those failings
Q: How could you
use transparency to
create compelling
content?

40. Always be actionable

41. Simple in theory: If your content is as
valuable as possible to your customer
you will always succeed.
Not always as simple as that in practice
as many ways to do it
Groove take every opportunity to
show how they worked something
out or tested it. Anything we learn
we could share.
Q. What could you do create
content that’s actionable? D&G
Recommends…

42. Quality always makes the
difference

43. VERO: E-mail Marketing Software – 1000 new e-mail subscribers with one content
marketing tactic - Skyscraper

44. Skyscraper Technique

46. Vs
If you improve the quality of your content in as many ways as you can you’ll get amazing results

47. Influencers can drive explosive
results

48. Q. Who could you ask for advice for your content that
would then influence them to share that content?
(Kapost Example)

50. Successful content marketing is
consistent

51. Easier to achieve results than previous examples.
8-10 strong posts every week led to these results and 1 client is high value to Express
Writers. They were also getting 700 visits a day to their content shop.
Q. What is average client worth? If you got to number one organically for particular
search term what impact would this have?

52. Different types of content can
help you expand your reach

53. “Guestographics Technique” Brian Dean - Backlinko

54. “Guestographics Technique” Brian Dean - Backlinko

55. Great content is nothing without
promotion

56. ALL CONTENT
NEEDS
PROMOTION
Unless you have huge audience as they will share it for you

57. Brian’s e-mailed sites who weren’t already linking to his infographic
and asked them to share it resulting in big spike in backlinks.
Q. Are you paying to promote ads or content? Are you promoting
content at all?

58. Good marketing can be simple

59. Anyone could do something like this. The difference between Brian and
mediocre marketer is consistency. He doesn’t give up after 10 or 20
websites – he sends the following to 100 of websites and does it for
every single he post he creates.
Just be cause it seems too simplistic doesn’t mean that’s a bad thing.
Simple strategies are good.

60. Because of content marketing,
our customers will _ _ _ _ _ _ ,
our prospective customers will _
_ _ _ _ _ , and our business will
_ _ _ _ _ _ .
Document this:

61. People will care about our
content because of _ _ _ _. Our
content will inspire and
motivate them because of _ _ _
_ _.
Document this:

62. The 4
categories of
Content
Marketing
Metrics

63. We will know our content is
working because we will track _
_ _ _ _ ,_ _ _ _ _ and _ _ _ _ _.
Document this:

64. The audiences for our content
marketing are described by this
persona _ _ _ _ _ ,this persona _
_ _ _ _ and this persona _ _ _ _
_.
Document this:

65. Our buying stages are _ _ _ _ _,
_ _ _ _ _ and _ _ _ _ _. We have
listed all the questions our
personas need to move through
each stage here: _______
Document this:

66. For each audience need, we will
create content in one or more
ways, and will create a
worksheet to organise content,
timelines, and calls-to-actions.
Document this:

67. Employee’s Social
Customer’s social
Email (internal and external)
Organic search
Paid Search
Display Ads
Organic Social
Paid social
Guest Posts
Blogger Outreach
Earned Media (PR)
Offline ads
Amplification options

68. For this piece of
content, we will
amplify it with _____,
_______ and ______.
Document this:

69. “Care immensely or die”
Gary Vaynerchuk

70. Q&A

71. Thank You
@thewebbureau
@deanlangasco
dean@thewebbureau.com