Content Marketing Strategy for 2013
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http://dempseymarketing.com/events/content-marketing-strategy-2013-webinar/ - According to the "Quarterly Intelligence Briefing: Digital Trends for 2013," report from Econsultancy and Adobe, content marketing is the most important emerging digital trend facing marketers today, followed closely by conversion rate optimization. However, the challenge remains - how can you use content to increase leads and sales? On this webinar, we'll show you real-life examples of content marketing strategies we've used for our clients.
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Content Marketing Strategy for 2013
- 1. Content Marketing Strategy For 2013 Robert Dempsey - Dempsey Marketing
- 2. Robert Dempsey • CEO & Founder, Dempsey Marketing • B.A. Computer Science & MBA, Rollins College • Founded 3 Businesses - IT, Software, Marketing • PM & IT Certifications • National & International Speaker • Husband & Father © 2013 Dempsey Marketing
- 3. History With Content • Blogging since 2006 • Facebook since you needed a .edu address • Twitter since April 12, 2007 • Built my web development business on content © 2013 Dempsey Marketing
- 4. Areas of Specialization 1-800-921-1274 Lead Generation Websites Trifecta Marketing™ Campaigns • Marketing • Lead Generation • Marketing + Mobile • Product Launch • E-Commerce • Sales & Loyalty © 2013 Dempsey Marketing
- 5. Why We’re Here 2012 2013 Content marketing 29% 39% Conversion rate optimization 34% 39% Social media engagement 39% 38% Targeting and personalization - 37% Content optimization 39% 31% Mobile optimization 29% 30% Brand building / viral marketing 32% 26% Joining up online and offline data 24% 24% Marketing automation 15% 11% Video marketing 21% 9% Social media analytics 19% 9% © 2013 Dempsey Marketing Source: Econsultancy and Adobe, Quarterly Digital Intelligence Briefing: Digital Trends for 2013, Jan. 10, 2013
- 6. Why We’re Here 2012 2013 Mobile optimization 38% 43% Social media engagement 54% 35% Targeting and personalization - 35% Content marketing 18% 30% Content optimization 37% 27% Conversion rate optimization 31% 25% Marketing automation 11% 23% Joining up online and offline data 23% 23% Brand building / viral marketing 27% 18% Video marketing 24% 18% Social media analytics 19% 14% © 2013 Dempsey Marketing Source: Econsultancy and Adobe, Quarterly Digital Intelligence Briefing: Digital Trends for 2013, Jan. 10, 2013
- 7. Is this true for you? © 2013 Dempsey Marketing
- 8. What Is Content Marketing? Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Content Marketing’s basic premise is to “provide some valuable information or entertainment – ”content” – that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.” Source: http://en.wikipedia.org/wiki/Content_marketing © 2013 Dempsey Marketing
- 9. What Is Content Marketing? Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Content Marketing’s basic premise is to “provide some valuable information or entertainment – ”content” – that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.” Source: http://en.wikipedia.org/wiki/Content_marketing © 2013 Dempsey Marketing
- 10. Why This Is Important • People are actively seeking answers, from everywhere • They © 2013 Dempsey Marketing
- 11. What Is Your Goal? WHY WHAT HOW © 2013 Dempsey Marketing
- 12. Goals For Content • Launching an event • Brand recognition / publicity • Book launch • Product launch • Lead generation © 2013 Dempsey Marketing
- 13. Who Is It For? • Who is your ideal client / customer? • Where do they live online / offline? • What do they respond to? © 2013 Dempsey Marketing
- 14. What Do They Need To Know? “What information do you need to provide that best matches your goals, and helps the client move a step further to a decision?” © 2013 Dempsey Marketing
- 15. What They Need To Know • Information about your product/service • Benefits • Critical info that impacts their business • Inspired • Entertained © 2013 Dempsey Marketing
- 16. Many Types Of Content • Blog posts (yours & guest blogging) • Sales pages • eNewsletters • Advertisements (online/offline) • White papers • Print articles • eBooks • Social media updates • Videos • Books • Infographics • Mobile apps • Landing pages (web, social) • Live events © 2013 Dempsey Marketing
- 17. More Types Of Content • Webinars • Print magazines • Teleseminars • eMagazines (iPhone, iPad) • Images (Pinterest, Instagram) • Online communities • Games • Facebook apps • Direct mail • Podcasts • Microsites • Online radio shows • Mobile sites • Online collaboration © 2013 Dempsey Marketing
- 18. Even More... • Online coupons • Google+ Hangouts • Print coupons • Booklets • Sweepstakes • Guides • Contests • Email • Facebook pages • QR codes • LinkedIn company pages • eLearning sites • Company website • Comic books © 2013 Dempsey Marketing
- 19. Holy $#it © 2013 Dempsey Marketing
- 20. Is this you? © 2013 Dempsey Marketing
- 21. © 2013 Dempsey Marketing
- 22. Jack Canfield • Goal: event registrations • Who: people looking for greater success in their lives through personal development • Content: main website, banners, microsite, video, email, blog posts, Facebook page, Twitter © 2013 Dempsey Marketing
- 23. Jack Canfield : Results • More than 300 tickets sold @ $2,995 (early bird - min) • $898,500 gross income • More than 5,000 graduates of this program since it began © 2013 Dempsey Marketing
- 24. Rachel Kerr Schneider • Goal: brand recognition & book sales • Who: Helping Christian women who went through a major trauma in their life triumph over tragedy • Content: website, blog posts, videos, inspirational graphics, social media updates © 2013 Dempsey Marketing
- 25. Rachel Kerr Scheider : Results • 2,422+ visitors • 3 speaking engagements • 6836+ pageviews • 3 pages/visit • 9.57 minute average visit duration • 7296 video views on YouTube • 2323 Twitter followers • 1119 Facebook likes © 2013 Dempsey Marketing
- 26. SagePresence • Goal: book launch: Winning Presence For Business Presenters • Who: businesses who need to present to win business • Content: website, two mini-sites, magazine adverts, blog posts, Facebook page, tweets, Linkedin updates, email, live launch event © 2013 Dempsey Marketing
- 27. SagePresence : Results © 2013 Dempsey Marketing
- 28. Connect With Us! © 2013 Dempsey Marketing
- 29. DempseyMarketing.com © 2013 Dempsey Marketing
- 30. Connect Everywhere 1-800-921-1274 rdempsey DempseyMarketing Robert Dempsey (with my pic) robertwdempsey DempseyMarketing © 2013 Dempsey Marketing
- 31. Q&A © 2013 Dempsey Marketing
- 32. “What is the scope of work to implement a successful content marketing strategy?” © 2013 Dempsey Marketing
- 33. “It's one thing to drive traffic to your site, keeping the user there is the key. How best would you plan to have the right creative drive the right user to meaningful returnable content engagement?” © 2013 Dempsey Marketing
- 34. “What are key differences that B2B companies need to consider compared to B2C companies with regard to content?” © 2013 Dempsey Marketing
- 35. “We can develop excellent content, but if no one knows about it, it doesn't matter. How can a new blog get its content noticed? (Besides the obvious Organic SEO tactics, and the inevitable ‘create shareable content’).” © 2013 Dempsey Marketing
- 36. Any other questions? © 2013 Dempsey Marketing
- 37. Thank You! © 2013 Dempsey Marketing 800-921-1274