MarketingCamp San Francisco
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This document discusses using content marketing to reach your target audience. It defines content marketing as creating useful content that the audience wants rather than "push marketing". It recommends determining what content formats and topics your audience wants through search queries, forums, and influencer tools. The document also provides tips on using the basics of marketing like branding, defining your unique value proposition and target audience. It emphasizes the importance of metrics like cost-per-lead to track the performance of content marketing strategies. The overall message is that content marketing allows you to provide value to your audience while controlling your messaging and bypassing other advertising approaches.
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MarketingCamp San Francisco
- 1. Use Content Marketing to Reach Your Audience Andreas Ramos Alok Vasudeva March 30, 2013 Content Marketing
- 2. Andreas Ramos • PPC for MIT • SEO for Stanford • Co- founder, Classjunky .com • Adviser to five SV startups • Worked at SUN, SGI, Brio, Acx iom • Author of seven books • Upcoming book on Content Marketing Who We Are Alok Vasudeva • 10+ years in B2B marketing • Expertise in product marketing and marketing communications • Emulex, Hitachi Data Systems, Marconi, Siemens Communications
- 3. Current Books by Andreas
- 4. • 5,000 ads per person daily • 80% of the target audience ignores TV ads (Nielsen) • 63% of the web users use software to block ads (Sequenti.al, 2012) • Unilever spent $6.3m on TV, but reached only 40% (Financial Times) • 61% decide without talking to sales (MarketingSherpa, 2012) • 57% of the purchase decision is made before talking with sales (Eloqua) Problem: Advertising Doesn’t Work
- 5. • 91% of CMOs are using content marketing • 34% of marketing budgets at Fortune 500s • Coca-Cola and Intel Content Marketing Institute B2B Content Marketing, 2013 Solution: Content Marketing
- 7. Traditional marketing is “push marketing” • It is pushed at the audience • It is broadcasted at the audience • Don’t create marketing blah-blah-blah Create useful content that the audience wants • It is content that they want • They seek it out • Find their questions and give them answers • Find out their problems and offer solutions • Examples: FAQs, support, technical documentation What Is Content Marketing?
- 8. Focus on Your Audience
- 9. Use Web 2.0 tools • Search queries on your website • Yahoo! Answers • Quora • Search Twitter and download • Forums in FB, LinkedIn, G+, etc. • Influencer tools (eCairn, EzyInsights) • Word Clouds What Does Your Audience Want? Source: EzyInsights.com
- 10. Text • eNewsletters • Blogs • FAQs • White papers • Books • E-books • Case studies • Tweets • Slideware • News releases Use the Formats that Your Audience Wants Image • Photo essays • Infographics • llustrations Video • Interviews • Demonstrations • Events Audio • Podcasts
- 11. • Business goal • Branding (logo, colors, font) • Unique Value Proposition (UVP) • Target Audience • Use a Brand Guideline document • Where to get one? • andreas.com/marketingcamp.html Use the Basics of Marketing
- 12. Analytics • Adobe Omniture, IBM Coremetrics, Google Analytics E-mail • Add a form to your site • Build your mailing list • ConstantContact, ExactTarget, Responsys, VerticalResponse, MailChi mp Marketing Automation • Moves visitors through your site • Sorts prospects into good or poor • Act-On, Eloqua, Marketo, Pardot, LoopFuse Sales CRM • Manages your sales team’s performance • SAP, salesforce.com, sugarCRM, Zoho Tracking and Metrics
- 13. • KPIs • Cost-per-Lead (CPL) • Cost-per-Acquistion (CPA) • KPIs are for investors • Show that you have a strategy to grow traffic • Show how much it cost to reach the target • Buy your traffic Why Metrics?
- 14. Summary: Why Content Marketing? • Give your audience what they want • Bypass the media • Bypass Google • Control your message
- 15. Get a Free Copy of the Book • ISBN 978-0-9893600-0-5 • Release Date: May 28th • Get this presentation and other resources at: andreas.com/marketingcamp.html
- 16. Thank You • andreas@andreas.com • alok@TheMarketersContinuum.com