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Key initiatives to engage your
 audience through content
           marketing

         Sally Bagshaw
           Content Strategist
           Snappy Sentences
            18 October 2012
                    EMSA 2012 | Thursday October 18 2012
      Brisbane Convention and Exhibition Centre | Queensland
Hello!
        As my Twitter bio says, I’m a…
        “Snappy web copywriter
        (www.snappysentences.com),
        content strategist
        (webcontentstrategy.com.au),
        comms professional, L-plate
        runner, Scrabble addict,
        founder @ContentBNE”

        In other words, I LOVE content.

              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
Today’s talk will cover
• What content marketing is and why it is good
  for your business.
• Where to start with your content marketing
  efforts.
• How to map your content.
• Tips on creating content your audience will
  love.
• How and when to develop an autoresponder
  campaign.

                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
Content marketing is a hot topic
• There’s a lot of information out there on
  content marketing. Everyone is talking
  about it.




                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
But what does it mean?
“Content marketing is a marketing technique
of creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience - with the objective of driving
profitable customer action.”
             - Content Marketing Institute


                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
The benefits of content marketing




                      EMSA 2012 | Thursday October 18 2012
        Brisbane Convention and Exhibition Centre | Queensland
It can help you stand out from the crowd.




                        EMSA 2012 | Thursday October 18 2012
          Brisbane Convention and Exhibition Centre | Queensland
Differentiate yourself from your
              competitors
• Content marketing can help with brand
  awareness and positioning as well as
  customer lead generation, sales and
  retention.




                          EMSA 2012 | Thursday October 18 2012
            Brisbane Convention and Exhibition Centre | Queensland
Even the little guys can
                          make it work.




              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
There’s something to suit everyone
• It doesn’t matter how big or small your
  business is, or who your customers are,
  you can still implement a content
  marketing strategy.




                          EMSA 2012 | Thursday October 18 2012
            Brisbane Convention and Exhibition Centre | Queensland
But, content marketing
                            is not a 24/7
                        promotional channel




              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
Instead, content marketing
• Is focused on the audience, not the business.
• Builds a strong relationship with the audience
  – it’s not a one off conversation.
• Educates, entertains and provides value to
  the audience. It meets their information
  needs.
• Is delivered at the right time using the right
  channel.
• Has a hub, a main destination.

                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
Where do you start?




                EMSA 2012 | Thursday October 18 2012
  Brisbane Convention and Exhibition Centre | Queensland
First, understand the why




                 EMSA 2012 | Thursday October 18 2012
   Brisbane Convention and Exhibition Centre | Queensland
The questions to ask
• Why are you doing it – what’s the
  purpose?
• How will it link to your business goals?
• How does it fit in with your broader content
  strategy?




                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
First, understand the who
   Then, look at the why




                 EMSA 2012 | Thursday October 18 2012
   Brisbane Convention and Exhibition Centre | Queensland
The questions to ask
• Who are your target audience?
• How are you going to segment them?
• How will you know what content they
  want?
• Also, who will create the content (internal
  resources). Do they need any tools or
  technology to do their job? (E.g. style
  guides, editorial calendars.)
                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
First, understand to the mix
 Now add what the why




                 EMSA 2012 | Thursday October 18 2012
   Brisbane Convention and Exhibition Centre | Queensland
The questions to ask
• What content do you already have?
• How is it distributed?
• What’s working, what’s not working?




                          EMSA 2012 | Thursday October 18 2012
            Brisbane Convention and Exhibition Centre | Queensland
Examples of content you may already
                   have
•   Statistics
•   Research
•   Blog posts
•   Articles
•   Whitepapers
•   Sales material
•   How-to guides
•   Video demos
•   Presentations (e.g. Slideshare)
•   Content libraries (even image libraries)
•   Case studies
•   Infographics


                                  EMSA 2012 | Thursday October 18 2012
                    Brisbane Convention and Exhibition Centre | Queensland
Now for the how




              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
The questions to ask
• How are you distributing content now?
  What’s working?
• How will you distribute your content in the
  future? Which channels?
• How will you measure the effectiveness of
  your content marketing?



                          EMSA 2012 | Thursday October 18 2012
            Brisbane Convention and Exhibition Centre | Queensland
First, understand the why
And also consider the when and where




                       EMSA 2012 | Thursday October 18 2012
         Brisbane Convention and Exhibition Centre | Queensland
The questions to ask
• When is the best time to engage with your
  audience?
• What content is best for different stages of
  the sales cycle?
• Use research to know where your
  audience is hanging out, don’t guess.



                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
Then it’s time to map your content




              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
Mapping your content
• Can map your content to goals, or map
  your content to other content. (Or both.)
• Each type of content has its strengths
  depending on what your goals are. For
  example a blog may be better at lead
  generation while a white paper may be
  better at brand awareness. (Or not, it
  varies by industry.)

                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
Different types of
                                    content are suitable
                                    for different stages
                                        of the sales
                                          process.

                                                        Source:
                                         http://blog.eloqua.com/the-content-
                                                        grid-v2//



              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
Another
                                            example of
                                              mapping
                                             content to
                                            your goals.


                                       Source: http://www.smartinsights.com/



              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
How to create content your audience
               will love
• It’s all about them.
• Make sure it provides value to the audience.
  Do your research to find out what this is.
• Create unique and exceptional content that
  looks good.
• Coca Cola has a 70/20/10 content plan:
  – 70% “bread and butter content”
  – 20% “innovate off what works”
  – 10% “higher risk”

                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
Red Bull




                         EMSA 2012 | Thursday October 18 2012
           Brisbane Convention and Exhibition Centre | Queensland
Lego




                     EMSA 2012 | Thursday October 18 2012
       Brisbane Convention and Exhibition Centre | Queensland
Econsultancy




              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
DPS




                    EMSA 2012 | Thursday October 18 2012
      Brisbane Convention and Exhibition Centre | Queensland
Queensland
holidays/ TQ




                             EMSA 2012 | Thursday October 18 2012
               Brisbane Convention and Exhibition Centre | Queensland
The Weekend
                                                   Edition




              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
Sitecore




              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
Autoresponder campaigns




                  EMSA 2012 | Thursday October 18 2012
    Brisbane Convention and Exhibition Centre | Queensland
You can use autoresponders for
•   Welcome messages
•   Special occasions (like birthdays)
•   Event reminders
•   Thank you and follow up offers
•   Short courses
•   Tutorials


                            EMSA 2012 | Thursday October 18 2012
              Brisbane Convention and Exhibition Centre | Queensland
Why are autoresponder campaigns
                good?
• They help build a relationship because they have
  the personal nature of email.
• Customers opt-in, so the content can be very
  specific (e.g. Train for your first 10km, Summer
  salad menu plan, Learn French in four weeks,
  Build your first website).
• They get people in the habit of opening your
  emails.
• You can use existing content (refresh blog posts,
  research findings, tutorials).
• Good up sell/cross sell value (if you enjoyed this,
  why not try xxx).

                             EMSA 2012 | Thursday October 18 2012
               Brisbane Convention and Exhibition Centre | Queensland
Creating content for an autoresponder
              campaign
• Autoresponder campaigns are good for
  content that follows a logical sequence.
• Always ensure campaigns are opt-in, not
  an automatic subscription.
• Put the effort in the content quality. Make it
  look professional too.
• Have a clear link back to your website.
• Include some sales messaging and a call
  to action.
                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
Codecademy




              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
Babycenter




                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
Copyblogger




              EMSA 2012 | Thursday October 18 2012
Brisbane Convention and Exhibition Centre | Queensland
Finally
• Always know the why – why are you doing
  it? How does it help your business?
• Link your content marketing efforts to your
  overall content strategy (connect the non-
  marketing channels).
• It’s easy to be a publisher, it’s hard to be a
  great publisher. Play to your strengths and
  don’t get swept away by trends.

                           EMSA 2012 | Thursday October 18 2012
             Brisbane Convention and Exhibition Centre | Queensland
Continue the conversation
Email:               sally@snappysentences.com
Twitter:             @snappysentences
Web:                 www.snappysentences.com
Image credits:
www.flickr.com/photos/tamaiyuya
www.flickr.com/photos/33193739@N06
www.flickr.com/photos/35168673@N03
www.flickr.com/photos/vanhahn
www.flickr.com/photos/fcb
www.flickr.com/photos/elwillo
www.freedigitalphotos.net
www.flickr.com/photos/scjn
www.flickr.com/photos/manitobamaps



                                        EMSA 2012 | Thursday October 18 2012
                          Brisbane Convention and Exhibition Centre | Queensland

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Key initiatives to engage your audience through content marketing

  • 1. Key initiatives to engage your audience through content marketing Sally Bagshaw Content Strategist Snappy Sentences 18 October 2012 EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 2. Hello! As my Twitter bio says, I’m a… “Snappy web copywriter (www.snappysentences.com), content strategist (webcontentstrategy.com.au), comms professional, L-plate runner, Scrabble addict, founder @ContentBNE” In other words, I LOVE content. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 3. Today’s talk will cover • What content marketing is and why it is good for your business. • Where to start with your content marketing efforts. • How to map your content. • Tips on creating content your audience will love. • How and when to develop an autoresponder campaign. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 4. Content marketing is a hot topic • There’s a lot of information out there on content marketing. Everyone is talking about it. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 5. But what does it mean? “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.” - Content Marketing Institute EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 6. The benefits of content marketing EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 7. It can help you stand out from the crowd. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 8. Differentiate yourself from your competitors • Content marketing can help with brand awareness and positioning as well as customer lead generation, sales and retention. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 9. Even the little guys can make it work. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 10. There’s something to suit everyone • It doesn’t matter how big or small your business is, or who your customers are, you can still implement a content marketing strategy. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 11. But, content marketing is not a 24/7 promotional channel EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 12. Instead, content marketing • Is focused on the audience, not the business. • Builds a strong relationship with the audience – it’s not a one off conversation. • Educates, entertains and provides value to the audience. It meets their information needs. • Is delivered at the right time using the right channel. • Has a hub, a main destination. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 13. Where do you start? EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 14. First, understand the why EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 15. The questions to ask • Why are you doing it – what’s the purpose? • How will it link to your business goals? • How does it fit in with your broader content strategy? EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 16. First, understand the who Then, look at the why EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 17. The questions to ask • Who are your target audience? • How are you going to segment them? • How will you know what content they want? • Also, who will create the content (internal resources). Do they need any tools or technology to do their job? (E.g. style guides, editorial calendars.) EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 18. First, understand to the mix Now add what the why EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 19. The questions to ask • What content do you already have? • How is it distributed? • What’s working, what’s not working? EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 20. Examples of content you may already have • Statistics • Research • Blog posts • Articles • Whitepapers • Sales material • How-to guides • Video demos • Presentations (e.g. Slideshare) • Content libraries (even image libraries) • Case studies • Infographics EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 21. Now for the how EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 22. The questions to ask • How are you distributing content now? What’s working? • How will you distribute your content in the future? Which channels? • How will you measure the effectiveness of your content marketing? EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 23. First, understand the why And also consider the when and where EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 24. The questions to ask • When is the best time to engage with your audience? • What content is best for different stages of the sales cycle? • Use research to know where your audience is hanging out, don’t guess. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 25. Then it’s time to map your content EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 26. Mapping your content • Can map your content to goals, or map your content to other content. (Or both.) • Each type of content has its strengths depending on what your goals are. For example a blog may be better at lead generation while a white paper may be better at brand awareness. (Or not, it varies by industry.) EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 27. Different types of content are suitable for different stages of the sales process. Source: http://blog.eloqua.com/the-content- grid-v2// EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 28. Another example of mapping content to your goals. Source: http://www.smartinsights.com/ EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 29. How to create content your audience will love • It’s all about them. • Make sure it provides value to the audience. Do your research to find out what this is. • Create unique and exceptional content that looks good. • Coca Cola has a 70/20/10 content plan: – 70% “bread and butter content” – 20% “innovate off what works” – 10% “higher risk” EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 30. Red Bull EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 31. Lego EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 32. Econsultancy EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 33. DPS EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 34. Queensland holidays/ TQ EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 35. The Weekend Edition EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 36. Sitecore EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 37. Autoresponder campaigns EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 38. You can use autoresponders for • Welcome messages • Special occasions (like birthdays) • Event reminders • Thank you and follow up offers • Short courses • Tutorials EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 39. Why are autoresponder campaigns good? • They help build a relationship because they have the personal nature of email. • Customers opt-in, so the content can be very specific (e.g. Train for your first 10km, Summer salad menu plan, Learn French in four weeks, Build your first website). • They get people in the habit of opening your emails. • You can use existing content (refresh blog posts, research findings, tutorials). • Good up sell/cross sell value (if you enjoyed this, why not try xxx). EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 40. Creating content for an autoresponder campaign • Autoresponder campaigns are good for content that follows a logical sequence. • Always ensure campaigns are opt-in, not an automatic subscription. • Put the effort in the content quality. Make it look professional too. • Have a clear link back to your website. • Include some sales messaging and a call to action. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 41. Codecademy EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 42. Babycenter EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 43. Copyblogger EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 44. Finally • Always know the why – why are you doing it? How does it help your business? • Link your content marketing efforts to your overall content strategy (connect the non- marketing channels). • It’s easy to be a publisher, it’s hard to be a great publisher. Play to your strengths and don’t get swept away by trends. EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland
  • 45. Continue the conversation Email: sally@snappysentences.com Twitter: @snappysentences Web: www.snappysentences.com Image credits: www.flickr.com/photos/tamaiyuya www.flickr.com/photos/33193739@N06 www.flickr.com/photos/35168673@N03 www.flickr.com/photos/vanhahn www.flickr.com/photos/fcb www.flickr.com/photos/elwillo www.freedigitalphotos.net www.flickr.com/photos/scjn www.flickr.com/photos/manitobamaps EMSA 2012 | Thursday October 18 2012 Brisbane Convention and Exhibition Centre | Queensland