Content Marketing presentation and discussion with the Local Government Association (LGA) SA on Friday 5 September by Gavin Klose (Senior Brand and Digital Strategist at FULLER Brand + Communication. Includes definition, statistics, method and case studies.

1. CONTENT MARKETING
THE BIG SHIFT

2. CONTENT MARKETING
1
CONTENT MARKETING
IS THE CREATION,
DISTRIBUTION AND
SHARING OF
ENGAGING CONTENT
TO BUILD YOUR BRAND.
FULLER, 2014

3. CONTENT MARKETING
2
78% OF CMOs
THINK CUSTOM
CONTENT IS
THE FUTURE
OF MARKETING
HANLEY WOOD, 2013

4. CONTENT MARKETING
3
86% OF B2C MARKETERS
USE CONTENT MARKETING
AND 91% B2B MARKETERS
USE CONTENT MARKETING
eMARKETER, 2013

5. CONTENT MARKETING
4
AUSTRALIAN MARKETERS
ALLOCATE 25% OF THEIR
TOTAL MARKETING BUDGET
ON CONTENT MARKETING
CONTENT MARKETING IN AUSTRALIA: 2013 TRENDS – CONTENT MARKETING
INSTITUTE/THE ASSOCIATION FOR DATA-DRIVEN MARKETING & ADVERTISING
(ADMA)

6. CONTENT MARKETING
5
COMPANIES WITH AN
ACTIVE BLOG REPORT
97% MORE LEADS
CONTENT+, 2013

7. CONTENT MARKETING
6
PER DOLLAR SPENT,
CONTENT MARKETING
GENERATES 3 TIMES
AS MANY LEADS AS
TRADITIONAL MARKETING
DEMAND METRIC, 2013

8. CONTENT MARKETING
7
70% OF CONSUMERS
PREFER TO
LEARN ABOUT A BRAND
THROUGH ARTICLES
THAN IN AN AD.
OMNITEL, 2011

9. CONTENT MARKETING
8
% OF TIME SPENT IN MEDIA VS. % OF ADVERTISING SPENDING, USA 2013
TIME SPENT AD SPEND
PRINT
5%
19%
12%
10%
38%
45%
25%
22%
20%
50%
40%
30%
20%
10%
%OFTOTALMEDIACONSUMPTION
TIMEORADVERTISINGSPENDING
0%
RADIO TV INTERNET MOBILE
@KPCB
SOURCE: ADVERTISING SPEND BASED ON IAB DATA FOR FULL YEAR 2013. PRINT INCLUDES NEWSPAPER AND MAGAZINE. $30B+
OPPORTUNITY CALCULATED ASSUMING INTERNET AND MOBILE AD SPEND SHARE EQUAL THEIR RESPECTIVE TIME SPENT
SHARE. TIME SPENT SHARE DATA BASED ON EMARKETER 7/13 (ADJUSTED TO EXCLUDE OUTDOORS / CLASSIFIED MEDIA SPEND).
ARROWS DENOTE Y/Y SHIFT IN PERCENT SHARE.
4%

10. CONTENT MARKETING
9
HOW WE ARE NOW CONSUMING AND SHARING ARTICLES (CONTENT)
EXCLUSIVE!!!

11. CONTENT MARKETING
10
PEOPLE SPEND OVER HALF THEIR ONLINE TIME WITH CONTENT
AND 30% OF ONLINE TIME WHERE CONTENT IS SHARED
SOURCE: NIELSEN NETVIEW, DECEMBER 2010
53% 7%
23%

12. CONTENT MARKETING
11
THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.
GARY VAYNERCHUCK

13. CONTENT MARKETING
12
THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.
GARY VAYNERCHUCK

14. CONTENT MARKETING
13
REDBULL: XTREME (ENERGY) CULTURE
ULTIMATE IN CONTENT, ENGAGEMENT AND SPONSORSHIP

15. CONTENT MARKETING
14
TIP: IF PEOPLE LOVE YOUR CONTENT,
SO WILL GOOGLE

16. CONTENT MARKETING
15
OWNED, EARNED AND PAID CONTENT
GENERATES VISITS, LINKS AND BETTER SEARCH RANKINGS
OWNED
BLOG
PAIDEARNED
SITE

17. CONTENT MARKETING
16
ESTABLISH STRATEGY.
EVOLVE CONTENT. STRATEGY
CREATE NEW
OWNED CHANNELS
EDITORIAL
PLANNING
CONTENT
CREATION
CONTENT
DISTRIBUTION
MEASUREMENT/
ANALYSIS

18. CONTENT MARKETING
17
STRATEGY:
WHAT’S YOUR GOAL?
REPUTATION
REPOSITIONING
AWARENESS
LEADS
SALES
LOYALTY

19. CONTENT MARKETING
18
STRATEGY:
AUDIENCE, MESSAGES & CHANNELS
WHO?
NEEDS?
INTERESTS?
WHERE?
SEARCH?
KEYWORDS?

20. CONTENT MARKETING
19
STRATEGY:
AUDIENCE, MESSAGES & CHANNELS
BRAND TRUTHS,
VALUES,
PERSONALITY
THE BRAND
RELEVANT AND
HIGH INTEREST
TOPICS
THE CONSUMER
AUDIENCE
MESSAGES &
CHANNELS
CONTENT
STRATEGY

21. CONTENT MARKETING
20
STRATEGY:
CHANNELS

22. CONTENT MARKETING
21
PLANNING:
CONTENT IDEAS AND EDITORIAL CALENDAR
© 2013 NewsCred 6
Blog Editorial Calendar
Deadline
Publish
Date
SEO
Keywords
Target
Audience Offer
Channels
for
Promotion
TitleTopic Author
provide audiences with a variety of opinions and insights, so consider a calendar
that allows for multiple users with read and write permissions.

23. CONTENT MARKETING
22
CONTENT CREATION:
RESEARCH, CREATE, BRANDIFY, EDIT, POST
7 Tips To Comparing
The Best Watch Brands
Top 11 Most Interesting
Online Shoe Shops

24. CONTENT MARKETING
23
CONTENT DISTRIBUTION:
IDENTIFY, REPURPOSE AND PITCH
OWNEDEARNED
BLOG
REPURPOSE
AND PITCH
REPURPOSE

25. CONTENT MARKETING
24
MEASUREMENT:
ANALYSIS AND REPORTING

26. CONTENT MARKETING
25
SPONSORSHIP
AND EVENTS
CONTENT
MARKETING
WEBSITE SOCIAL MEDIA
HOW DO YOU INTEGRATE CONTENT MARKETING?
MARKETING
ADVERTISING
PUBLIC
RELATIONS
STRATEGY
PLANNING
CREATION
DISTRIBUTION
MEASUREMENT

27. CONTENT MARKETING
29
XEROX: CHIEF OPTIMIST (IN ALLIANCE WITH FORBES)
INSIGHTS FOR BUSINESS LEADERS RESULTED IN $1.3B OF PIPLELINE REVENUE

28. CONTENT MARKETING
30
COMMONWEALTH BANK: WOMEN IN FOCUS
INSPIRATIONAL AND ENGAGING CONTENT FOR BUSINESS WOMEN

29. CONTENT MARKETING
31
COMMONWEALTH BANK: BLOG
‘CAN DO’ ARTICLES WITH A BUSINESS FLAVOUR

30. CONTENT MARKETING
32
MINTLIFE BLOG AND FACEBOOK
REACHING YOUNG PEOPLE WITH CONTENT THEY WANT TO CONSUME

31. CONTENT MARKETING
33
DMH STALLARD - LEGAL UPDATES, EBULLETINS, PODCASTS AND BLOGS
TARGETING DIFFERENT CUSTOMER NEEDS

32. CONTENT MARKETING
34
BERWIN LEIGHTON PAISNER: DO AMAZING THINGS TO ATTRACT GRADUATES
APPLICATIONS UP 40%, TWITTER UP 300%, FACEBOOK UP 200%, TRAFFIC UP 200%

33. CONTENT MARKETING
35
DAVIDSON COLLEGE
ONE SIZE DOES NOT FIT ALL = MULTICHANNEL

34. CONTENT MARKETING
36
HIJACKED - CURRATED PEER GENERATED CONTENT
TELSTRA AND OFFICEWORKS ATTEMPTING TO REACH UNIVERSITY AUDIENCE

35. CONTENT MARKETING
37

36. CONTENT MARKETING
38
GENERAL ELECTRIC - OWNED AND PAID CHANNELS
ENGAGING BRANDED CONTENT THAT ISN’T ABOUT GENERAL ELECTRIC

37. CONTENT MARKETING
39
VISIT CANBERRA - #HUMANBROCHURE
500 TOURISTS SHARING TO OVER 4 MILLION PEOPLE WITH 93% POSITIVE SENTIMENT

38. CONTENT MARKETING
40
CHEROKEE COUNTY - IDENTIFIED KEY MESSAGES, AUDIENCES AND CONTENT BUCKETS
FACEBOOK UP 53%, TWITTER UP 243%, LINKEDIN UP 40%

39. CONTENT MARKETING
41
ONTARIO CENTRAL COUNTIES TOURISM - OUTSOURCED BLOGGER NETWORK
30 POSTS WITHIN 4 MONTHS BY BLOGGERS WHO ARE NOW “MARKETING PARTNERS”