Content Marketing: Case studies and strategies for success
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Content Marketing: Case studies and strategies for success
- 1. Content Marketing Case studies and strategies for success
- 2. What is content marketing? ?
- 3. What is content marketing? ? Content marketing is a technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience –with the objective of driving profitable customer action. http://bit.ly/1djEYBf
- 6. Why?
- 7. How does content marketing relate to social media?
- 11. MECLABS is a research institute focused on discovering what really works in marketing. We conduct real-world experiments with companies around the world to understand why people say “yes”. Our scientific approach provides the basis for education and training resources that help create exceptional, customer-centric marketing organizations. About the MECLABS Institute
- 12. Speakers Daniel BursteinDirector of Editorial Content MECLABS @DanielBurstein Erin Hogg Reporter MECLABS @HoggErin
- 13. What constitutes as content marketing?
- 14. What constitutes as content marketing? White papers
- 15. What constitutes as content marketing? Webinars
- 16. What constitutes as content marketing? Case studies
- 17. What constitutes as content marketing? Videos
- 18. What constitutes as content marketing? Blogs
- 19. What constitutes as content marketing? E-books
- 20. What constitutes as content marketing? Slide decks
- 21. What constitutes as content marketing? Tip sheets
- 22. What constitutes as content marketing? Classes
- 23. What constitutes as content marketing? Infographics
- 33. It’s a lot.
- 34. Above all else, content marketing should be: (Mostly) free (Mostly) non-promotional Helpful Educational Shareable
- 35. Why content marketing? Print Advertising Social Media Mobile Marketing Direct Mail Trade Shows SEO Optimization PPC Webinars Email Marketing CONTENT 0% 40% 10% 20% 30% 10% 20% 30% DEGREE OF DIFFICULTY LEVEL OF EFFECTIVENESS Lead Generation Benchmark Survey Fielded January 2012, N=1,915 MarketingSherpa Content Callout: Content: there is no easy button. -Scott Abel Content Strategist
- 38. Measurement 20% Golf Platform 7% Transactions 5% Government Relations 6% 60% Brand Launch 2% Thought Leadership Expertise Advocacy Employer of Choice Content Dependent Activities http://bit.ly/19zX8k4
- 39. Measurement 20% Golf Platform 7% Transactions 5% Government Relations 6% 60% Brand Launch 2% Thought Leadership Expertise Advocacy Employer of Choice Content Dependent Activities + 100% Increase in Web visits per month http://bit.ly/19zX8k4
- 40. http://bit.ly/15yplDJ From this To this
- 41. From this But this… 80% = 30 ARTICLES http://bit.ly/15yplDJ
- 42. SELL
- 43. Free is not free Value Cost The Prospect’s Mind • What is truly free? • Every action requires a value proposition
- 44. The value proposition http://www.meclabs.com/methodology Content Callout: Treat your content like a product. -Drew Davis Brandscaping 1 3 2 Question: If I am your ideal customer, why should I engage with your content rather than any of your competitors’ content? Prospect B PRODUCT#3 PRODUCT#4 PRODUCT#1 PRODUCT#2 PRODUCT#3 PRODUCT#4 PRODUCT#2 PRODUCT#3 PRODUCT#4 Primary Value Proposition Conversion steps associated with a specific product PRODUCT#2 PROSPECT-LEVEL PROCESS-LEVEL PRODUCT#1 PRODUCT#1 PRODUCT-LEVEL
- 45. Even “free” offers require a conversion Not this
- 46. But this Not this Orientation Small form Single CTA Testimonial Quantifier Even “free” offers require a conversion
- 47. But this… Not this… Orientation Small form Single CTA Testimonial Quantifier Start Rate Conversion Rate Control 0.73% 0.73% Treatment –Optimized 10.37% 4.76% RelativeDifference 1,312% 548% Increase in conversion Selling free content on the registration page increased conversion rate by 548% 548% Even “free” offers require a conversion
- 48. What is the value? Submit Comment
- 49. Listen to your audience Submit Comment
- 50. What are we trying to communicate? Join the conversation Submit Comment
- 51. What are we trying to communicate? Join the conversation Submit Comment 4,357 4,278 38 50 0.87% 1.74% Visits Comments Conversion
- 52. What are we trying to communicate? Join the conversation Submit Comment 4,357 4,278 38 50 0.87% 1.74% Visits Comments Conversion 39% Increase
- 53. TELL YOUR STORY
- 54. How to identify your story Every customer wants two things: Eliminate the negative Accentuate the positive Content Callout: Content is anything that adds value to the reader's life. -Avinash Kaushik Google
- 55. Helpwomen identify new beauty trends Facebook 395,440 likes 842 people talking about this Twitter 782K followers Company: Beautylish Industry: Beauty Project: Brand journalism http://bit.ly/18PBt4s
- 56. Help people learn about wine 154% lift in organic traffic 50% increase in monthly email opt-ins 153,535 Facebook likes Company: Wine Enthusiast Industry: Wine retailer Campaign: Product education http://bit.ly/1tjGlqm
- 57. Help marketers improve their ecommerce efforts Help ecommerce marketers see where they stand, and insights for improvement. Company: MarketingSherpa Product: Ecommerce Success Score Survey http://bit.ly/1vx8P2k
- 58. Help people learn about big data 291% increase in social referral traffic 151% increase in organic search 269% increase in average time spent on the website Company: IBM Industry: Data Campaign: Content to help people understand big data and analytics http://bit.ly/1f5DQqH
- 59. Focus on the audience and the message … NOT THE MEDIUM Content Callout: Content marketing is all about telling a compelling story. -Joe Pulizzi Content Marketing Institute
- 60. STOP AT NOTHING
- 62. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 63. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 74. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 75. 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915 Marketers’ expected changes to channel budget 3% 4% 6% 9% 13% 14% 14% 19% 23% 24% 27% 29% 17% 19% 17% 29% 32% 33% 38% 44% 39% 44% 46% 45% 59% 59% 60% 57% 49% 52% 46% 32% 37% 30% 24% 23% Print advertising Tradeshows Direct mail Webinars Paid search (PPC) Mobile marketing Marketing… Email marketing Content marketing SEO Social media Website… Increase greatly Increase slightly No change 62% Increase
- 76. $4.2 BILLION
- 77. $3.9 BILLION
- 78. $2.9 BILLION
- 79. $2.5 BILLION
- 80. You pay with help, you receive attention and trust Your Company Customers Share of Mind Trust Content Relevant Helpful Entertaining
- 81. We don’t want to give away our secrets We don’t want to give away our content for free Three content marketing barriers We don’t have time to produce quality content
- 83. Real content marketing adds value for the customer, no matter the topic http://bit.ly/19zX8k4 Content Callout: Be the best answer. -Lee Odden TopRank Marketing
- 84. Real content marketing adds value for the customer, no matter the topic We tell potential customers, ‘You know what, fiberglass might not be for you. And that’s OK, we’re going to figure it out together.’ –Marcus Sheridan “ “ http://bit.ly/19zX8k4
- 85. Top takeaways Sell your “free” content Tell your story Stop at nothing Content Callout: Content isn't King; it's the Kingdom. -Lee Odden TopRank Marketing
- 86. We are currently looking for key players in: Visit MECLABS.com/Careers Sales & Marketing Video Editing Research & Data Content
- 87. Questions?
- 88. Thank you! Daniel BursteinDirector of Editorial Content MECLABS @DanielBurstein Erin Hogg Reporter MECLABS @HoggErin
- 89. Additional Resources Blog Case Study: Three Lessons Learned from a 232% Increase in Visits http://contentmarketinginstitute.com/2010/08/blog-case-study-increase-visits/ Selling Free Content: Why Seth Godin never gives anything away for free http://www.marketingexperiments.com/blog/marketing-insights/free-content-value-exchange.html Content Marketing and SEO: The world doesn’t need another blog post http://sherpablog.marketingsherpa.com/search-marketing/customer-focused-content-marketing/ Content Marketing: 3 tips for how to get started http://sherpablog.marketingsherpa.com/inbound-marketing/content-marketing-getting-started/