This document discusses content marketing trends in Australia. It notes that while 96% of Australian marketers use content marketing, only 29% believe they are effective at it. It provides tips on developing a content strategy, including identifying your brand and vision, audience, and objectives. It also stresses the importance of measurement and evaluating your content marketing across pillars like acquisition, commercial, engagement, and ROI.

1. Content Marketing / edge / May 2014
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CLOSER
hello.

2. closer
!
we bring
people
to brands

3. Content for
brand building?

4. 96% of
Australian
marketers
use content
marketing
but only 29%
believe that
they are
effective at it.Content Marketing in Australia Trends 2013 – Content
Marketing Institute / Association for data-driven
marketing & advertising (ADMA)

5. relevant authentic entertaining credible
valuable content
innovative

7. savvy
consumers
consumers
research
5.3 10.4
Source: http://www.google.com/think/research-studies/the-zero-moment-of-truth-macro-study.html

8. purpose-led
marketing
If you stand for something, you will always
find some people for you and some people
against you. If you stand for nothing, you
will find nobody against you, and nobody for
you – William Bernbach.

9. social media
The average amount of time a person uses Facebook
every month is 15 hours 33 minutes and 7.8 million people
access it daily on their mobiles. On average they access
Facebook 14 times a day.
Source: Browser Media, Socialnomics, MacWorld 01.01.2014 and Facebook November 2013.

10. media
fragmentation
Data will increase 600%
by 2020 and 75% of all
information online will
come from consumers –
Mark W. Schaefer.

11. What do we
need to think
about?

12. owned
media
earned
media
paid
media
buy, build or
rent?

13. customer lifecycle
discover delve
learn/
experience
advocateBUY
Content engagement
(owned, earned)

14. What’s the
challenge?

15. content
overload
Content
challenges.

16. Content
challenges.
return on
investment

17. Content
challenges.
complexity

18. A content
strategy - the way to
build authority.

19. identify plan create learn
What’s your story
!
Brand and vision
!
Audience
!
Market and
business objectives
!
Brand strategy
!
Content strategy
!
Measurement plan
!
Amplification plan
!
Content
!
Creative
!
Distribution
!
Amplification
Measure
!
Review
!
Adapt
!
!

20. Socially multiplied
advertising, the core of
which is contagious on
social platforms, is roughly
more cost-efficient than
primetime TV on a
cost-per-thousand(CPM)
basis.
Having a friend or
stranger deliver a brand
message online through
social media is 1.5 to 2
times more likely to
influence behaviour than
delivering the same
message in a TV ad.
Source: Nielsen Global Trust in Advertising survey
effective
- and cost effective

21. Does your content
work?

22. Drive more
sales?.
Communicate
with a new
audience?.
Strengthen
brand
positioning?.
Increase
brand
awareness?
Cross-sell
products?
Deepen
customer
engagement?.
your
goals
Increase
product
awareness?.
Up-sell?.

23. Acquisition Commercial
Traffic numbers,
database size,
social media
database
Advertising revenue,
sponsorship,
premium content
NPS, frequency,
basket size, sales,
loyalty, conversion
rates
Page views, time on
site, downloads, click
throughs, open rates,
page engagement
Engagement ROI
Your
results.
measurement and evaluation
across four key pillars

24. 24
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The team at Edge
thanks.