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Content Marketing Get up to speed - Williton
The document discusses content marketing strategies and techniques. It defines content marketing as creating and distributing valuable, relevant content to attract and acquire an audience with the goal of driving profitable customer action. It recommends focusing on visual content like images, video and infographics. Specific content marketing approaches discussed include content strategy and planning, focusing on context over just content, influencer marketing, using content for brand alignment, and creating thought leadership pieces. The document provides examples of how different companies have successfully implemented these content marketing strategies.
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Content Marketing Get up to speed - Williton
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- 2. What is Getup to speed? • Fully funded business and community support alongside roll-out of superfast broadband • Helping to ensure we all make the most out of the superfast broadband • Adopt – understand -- exploit • Delivered by Cosmic Peninsula Consortium
- 3. What are wedoing? Can we help? • Management and boardroom briefings • Staff engagement and learning • Client focussed – Hands-on Workshops – tablets, smart phones, internet beginners – Gadget shows – Seminars – Briefings – Taster sessions – Signposting to other services
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- 6. What is contentmarketing? A marketing technique • create and distribute valuable, relevant and consistent content • to attract and acquire a clearly defined audience • with the objective of driving profitable customer action.
- 7. What is contentmarketing? • Images • Archived content • Infographics • Video • Blogs • Explainers • Web pages • PDF downloadable content • Content for Syndication • Podcasts
- 8. Why Content Marketing? •Increase in engagement • It’s favoured by 68% of customers – they prefer it • On average it generates 54% more leads • Some businesses have seen a 30% increase in Sales with Content Marketing (Zappos) • More than half of B2B marketers plan to increase their content marketing budget in 2015. • 70% of B2B marketers are creating more content than a year ago.
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- 10. What isn’t it? •An advert
- 12. Granddad of ContentMarketing • Red Bull Screen Shot • Energy Drinks business Media company
- 14. Top content marketingapproaches 1. Content strategy and planning 2. Context is king 3. Influence marketing 4. Brand alignment 5. Thought leadership
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- 16. Create more content •‘Interesting content’ is a top 3 reason why people follow brands and companies on social media • Companies with blogs generate 2/3rds more leads per month than non-blogging companies
- 17. Product is boring? SellingSEO services? The Beginner’s Guide to SEO from Moz. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer.
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- 19. Use your intelligence ‘Brits,Boobs and Botox…’ Transform • plastic surgery company • CRM system – most popular questions? • Most popular surgery • Boob job capital is Blackpool • Biggest Facelift age-group 18-24
- 20. Wrote a report •Sent out as PR - 40 pieces of coverage, including Sun, Start, Telegraph, Daily Mail • 7,000 referrals for surgery • 105% increase in SEO • 65 conversions
- 21. Make it visual 2.4times more likely to click on a post if images are present
- 22. Become a storyteller Makeit visual, engaging, emotional
- 23. Video everything • videosincrease people’s understanding of your product or service by 74% - Digital Sherpa 2014 • “Video is going to be gigantic in 2015. The social content marketing world will put more dollars there, and YouTube and Vine will increase their impact.” Michael Walton SVP of Marketing and Product at Simply Measured • 45% of viewers stop watching a video after one minute. By the two-minute mark, 60% of viewers have tuned out
- 24. http://www.youtube.com/watch?v=HXNfDO-hGF0 Video first? • Productdescriptions, visualisations • Expert analysis, talks • Case studies, testimonials • 1 in 3 Millennials watch online material and virtually no broadcast TV • Becoming significant in Search Results • Pre sales – research • Post sales - support • By 2017, video will account for 69% of all consumer internet traffic
- 25. Customer support Creating videocontent for customer retention & staff engagement and training: Sony Xperia have created a YouTube channel of all their support and advice guides.
- 26. Meformers vs Informers Researchersat Rutgers University found that only 20% of us are informers on social media, while the other 80% are meformers. Informers had more 2x followers of meformers. Sharing information is better for your follower count than sharing about yourself.
- 27. Content strategy 1. Whoare your users? 2. Who are your competitors? 3. What do you bring to the table? 4. What do you hear? 5. What content do you already have? 6. What is the purpose of your content? 7. How often should you publish & distribute content? 8. Who is in charge/produce/maintain your content?
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- 30. Context not content Targetedand Relevant to - • target markets • time • location • decisions • It’s real content marketing
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- 32. Think about yourcustomers • What are they viewing your content on? • What are they interested in? • What gaps do they need filling? • What time of the day will they engage? • What network are they on –Mobile, desktop, data or wifi? • Create personas and include time of day, networks and devices
- 33. The power of theinfluencer
- 34. “A brand isno longer what we tell the consumer it is–it is what consumers tell each other it is.” Scott Cook, the founder and CEO of Intuit
- 35. Influencer marketing • Influencermarketing - identifies and targets individuals with influence • Create content they will share • Ask them to create content • Marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate – McKinsey 2014
- 36. Nielsen say -90% of consumers trust peer recommendations, while only 33% trust ads
- 37. Rise of theinternet star Research and use Influencers 1,784,296 subscribers on YouTube 6.6m subscribers
- 39. How do youfind influencers? • Huffington Post 99 • The Guardian 99 • Accuweather 63 • BBC Radio1 94 • BBC News 83 • BBC Weather 70 • BBC Breakfast 79
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- 43. Align your brand UseContent for Brand alignment
- 44. Use content toalign your brand • Improve brand penetration – New age, audience – Different audience • Help them to understand your story…
- 45. • Mulberry –‘hand crafted in Britain’ brand • Commissioned a series of focusses on similar brands • Wedgewood • Aston Martin • Mackintosh • Saying – ‘we are like these brands’ #mulberryteacup
- 48. Social Media andThought Leadership Thought leadership
- 50. Thought leadership • Blogging •Guest blogging • PR articles • Video interviews • Commissioners • Funders • GPs, referral routes • Friends/carers
- 51. This is yourlife Podcast • Downloaded 250,000 every month • My blog is the top leadership blog in the world, with more than
- 52. What are wedoing? • Free sessions • Showcase new technologies • Hands-on Workshops – tablets, smart phones, internet beginners • Gadget shows • Seminars • Briefings • Taster sessions • Signposting to other services
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