3. Defining Content
Marketing
• Content marketing is the art of communicating with your customers and
prospects without selling.
• Content Marketing is non-interruption marketing.
• Instead of pitching your products or services, you are delivering information
that makes your buyer more intelligent, informed and inspired.
4. If we get our content marketing
right, consumers will ultimately
reward us with their business and
loyalty.
5. The history of content
marketing
Content marketing is a recent “buzzword”
but its actually been around in one shape or another for
many years.
From the early days of radio, P&G created radio dramas for
housewives.
Video: Content Marketing and the power of story
6. Why Content
Marketing?
• Technology is changing consumer behaviour
in ways we couldn’t imagine just a few years
ago.
• We now ask others for information as a
last resort
• Before making a purchase decision, we
research
7. consumers to gather information and reach out to real
people, in real time.
Ask my friends online
Ask a forum
Ask my social contacts
Search Google
Search Facebook
8. Behavioural Changes
• The age of Google: “Google It”
• In 2010, consumers went to 5.3 sources of
information before making a purchase
decision.
• In 2012 this doubled to 10.4 sources of
information.
9. Trust in Advertising has
changed.
changed.
• A 2012 study found 90% of consumers
trust:
• Brand or product recommendations from
friends or family via social media or word-
of-mouth.
• Brand recommendations and reviews that
is professionally written, from influencers
and from user generated content.
10. Yet.....
• Only 10% of consumes trust traditional
advertising.
• Only 20% of consumers trust promotional
advertising on digital media outlets.
11. The reality we face as marketers
• Brand-led advertising online and offline has lost its allure.
• Today’s consumers decide where, when, and how they want to engage
with brands.
• With multiple interconnected devices at their fingertips at any one
time, these perpetually connected consumers can opt in or out of
content as they choose… Marketers face a higher bar to engage
consumers, who have more media options than ever before.
• Content Marketing has the ability to create brand differentiation by
bridging the gap between fading trust in traditional advertising and
digital media’s efficient reach.
- Tracey Stokes, Forrester Digital Marketing Analyst
16. Mission
• Inform, engage and inspire the next
generation of Australian health insurance
buyers, and attract them to the HIF brand.
• To do this, we will provide useful,
informative and entertaining content to
Australians aged 21-39.
• Content will be primarily focused on health,
diet, fitness, inspiration and positive life
messages.
17. Step 1: We Defined our
Audience
• We Identified who our target audience.
• This should be done via a consultation and
fact finding process with the client.
• Key finding: They were loosing market share
to big players like BUPA.
18. Step 2: Research
• We set out to find about out what our
audience likes.
• We looked at TV ratings, successful online
content, popular news stories and pop
culture.
• We undertook a landscape analysis, asking
their current audience and testing.
• We settled on Food, fitness and fun!
19. Step 3: Content
Streams
• We determined relevant content streams
that would engage our target demographic
• We searched high and low for a
food/diet/healthy eating bloggers
20.
21. Step 4: Distribution
Outlets
• We chose to host our content on the
website blog.
• We chose to distribute this content and
engage users on: Facebook, Twitter,
Google+, Instagram & LinkedIn
• We used paid media (Facebook ads) &
influencer outreach (Promoted Twitter
posts)
22. Step 5: Measurement
• We spent time gathering and analysing data,
including:
• Reach (Unique people reached with each
content piece)
• Engagement (How many comments, shares
per content piece)
• Leads (How much interest are we
generating per content piece)
• Sales (How many conversions have we
24. Driving Sales Leads
• It works! Data shows users are taking the
time to research and buy HIF products at
the website after engaging with the
content.
25. HIF new member sales:
In the entire 2012 calendar year HIF sold 100 new
memberships online.
In the first 3 months of 2013, HIF had sold 160
memberships online.
26. Our other clients
West N Fresh
Brookfield Place Perth
Brownes Dairy
Mercedes-Benz Perth
29. Step 1: Look at the Big
Picture
Understand your business goals:
What do we sell?
How does content fit into the marketing program?
Will it complement your campaigns?
Can we get buy in from our stakeholders?
Most Important: Set goals!
30. Step 2: Develop a
Customer theory of
Mind who knows most
Find someone in the business
about your customers:
Their motivations
Their needs
Their desires
It could be the call centre, could be the CMO, it could be
the customers themselves.
31. Step 3: Research and
analysis
Search the internet for 3rd party sources
Case studies
Reports
Competitors
Industry peers
Audit your current social activities
Audit your library of content
32. Step 4: Create a
content program
Decide on your content: Blog, images, infographics, video?
Decide your medium: Website, microsite, Facebook,
Twitter, Instagram
Brainstorm with key stakeholders
33. Step 5: Execute
Create a content calendar: Outline dates, content
categories and post timing.
Change your tone, content length etc depending on the
medium you posts to:
Twitter is limited by text restrictions
Facebook wont allow you to post certain imagery
Be engaging and build your community:
Ask lots of questions
Respond to feedback
34. Step 6: Report and refine
Create monthly reports.
Measure key data.
Tools:
Google analytics
Facebook conversion tracking
Radian6
Do more of what works!
Do less of what doesn’t work
