The document discusses strategies for creating smarter content marketing. It outlines five tactics: 1) Build your content base by optimizing existing content and prioritizing conversions. 2) Match values to connect with customers through shared passions and themes. 3) Disrupt to stand out by creating attention-grabbing "hero" content. 4) Facilitate the customer journey by considering mindset and intent. 5) Integrate across all channels to increase value and create a long-term strategy. The key is to cut through noise by making it easy to convert while differentiating the brand.

1. Digital EDGEucation
The Autumn Edition 2015
#4PsEDGE
@4PsMarketing

2. Think beyond your blog -
Creating a smarter strategy to benefit your business.
Alicja Sliwinska & Kelly Green
#4PsEDGE
@4PsMarketing

3. What’s the new challenge?
Five tactics
Build your base
Match values
Integrate all channels
Introduction
Facilitate the journey
Disrupt to stand out
Key Takeaways

4. DO YOU…
Regularly create content?
Have an editorial strategy & calendar?
Think your content strategy works?

5. EVERYONE’S DOING IT
UK content marketers say
producing engaging content is their top challenge
BUT
Are more confident about their effectiveness than Americans & Australians
*Statistics from Content Marketing Institute & DOMO
78% of UK marketers creating more content than in 2014
26% average of marketing budget spent on content
64% of organisations plan to increase budget within 12 months
In2015
1.8 billion+ photos
uploaded & shared
Day
58% of UK marketers
publish new content
Week
72 hours of video
uploaded to YouTube
MinuteEVERY:

6. CONTENT BECOMES NOISE

7. WHAT’S THE NEW CHALLENGE?

8. HOW DO YOU CUT THROUGH THE NOISE?

9. 5 TACTICS FOR SMARTER CONTENT

10. BUILD YOUR BASE
MAKE IT EASY TO CONVERT BY GIVING THEM ALL THE INFORMATION
 Optimise existing content first
 Prioritise content that directly affects conversions
HYGIENE
CONTENT

11. MATCH VALUES
 Create content hubs around values, themes & passions
HUB
CONTENT
SHARED VALUES
CONNECT WITH YOUR CUSTOMERS THROUGH SHARED VALUES
 Differentiate your brand from competitors

12. DISRUPT TO STAND OUT
 Think big to capture wider audiences
HERO
CONTENT
EXCITE CUSTOMERS & GRAB THEIR ATTENTION
 Strategically distribute your content

13. FACILITATE THE JOURNEY
HERO
HUB
HYGIENE
 Consider customer mind-set & intent
MAKE IT SO GOOD THEY DON’T WANT TO LEAVE
 Use content to drive customers
through the journey

14. INTEGRATE ALL CHANNELS
INCREASE THE VALUE OF YOUR CONTENT
& CREATE A LONG-TERM STRATEGY
 Bring content into overall marketing strategy
 Connect with other on- and offline channels
 Consider the different ways customers find your content
 Collaborate across internal & external teams

15. KEY TAKEAWAYS
TO CREATE A SMARTER CONTENT STRATEGY:
2. Match values to set your brand apart and connect with customers
3. Disrupt to excite wider audiences
4. Facilitate the journey so they don’t want to leave
5. Integrate all channels to increase content’s value &
create a long-term strategy
1. Build your content base to make converting easy

16. What barriers do you face?

17. Thank you.
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@4PsMarketing