A presentation given to an audience of entrepreneurs at the British Library, designed to answer the question "What is content marketing?"

1. Content Marketing
Under the Microscope
The British Library
28th May 2013

2. What is content marketing?

3. Content marketing channels
Website
Blog
Social
media
Images
and
video
White
papers
Review
sites
Guest
blogs
Email
marketing

5. “Content is the voice of your brand and it is
therefore important to allocate the respect,
investment and focus it requires. Creating great
content is difficult and delivering great content
consistently through established processes is
complex. However this is what is required if you
want to take your brand from good to great in
today’s communication environment.”
James Keady, Digital Marketing Manager,
McLaren Automotive

6. “Content is the voice of your brand and it is
therefore important to allocate the respect,
investment and focus it requires. Creating great
content is difficult and delivering great content
consistently through established processes is
complex. However this is what is required if you
want to take your brand from good to great in
today’s communication environment.”
James Keady, Digital Marketing Manager,
McLaren Automotive

7. The case for content marketing

8. 87% of consumers said online social
interaction with a company
“positively impacted” their
likelihood to purchase from that
company
Source:
http://www.jdpower.com/business-services/services/social-
insights/social-media-benchmark-study.htm

10. Matt Cutts, Head of Webspam,
Google
“Make sure you make a great site, that users love,
that they’ll want to tell their friends about,
bookmark, come back to, visit over and over again;
all the things that make a site compelling. If that’s
your goal, we’re aligned with that goal, and
therefore as long as you’re working hard for users
we’re working hard to show your high
quality content to users as well.”

11. Businesses that blog more than 15
times a month get 5 times more
web traffic than those which don’t
blog at all
Source:
http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-
Revealing-Charts-to-Help-You-Benchmark-Your-Business-
Blogging-Performance-NEW-DATA.aspx

12. Content marketing channels
Website
Blog
Social
media
Images
and
video
White
papers
Review
sites
Guest
blogs
Email
marketing

13. What do you want to achieve?
• Establish your company as an expert in its field
• Maintain existing client/prospect relationships
• Raise brand awareness and attract new
customers

14. The worst reason to do content
marketing is because you think you
should. You’ve got to know what
you’re trying to accomplish.

15. Content marketing channels
Website
Blog
Social
media
Images
and
video
White
papers
Review
sites
Guest
blogs
Email
marketing

16. 7 steps to content marketing success
1. Sort out your website!
2. Create an editorial planner
3. Publish awesome content
4. Help people to share your stuff
5. Make conversation
6. Maximise your content’s reach
7. Measure your results

18. 7 steps to content marketing success
1. Sort out your website!
2. Create an editorial planner
3. Publish awesome content
4. Help people to share your stuff
5. Make conversation
6. Maximise your content’s reach
7. Measure your results

19. Most corporate blogs are
abandoned after fewer than 5 posts
Source: IBM

20. 7 steps to content marketing success
1. Sort out your website!
2. Create an editorial planner
3. Publish awesome content
4. Help people to share your stuff
5. Make conversation
6. Maximise your content’s reach
7. Measure your results

22. 7 steps to content marketing success
1. Sort out your website!
2. Create an editorial planner
3. Publish awesome content
4. Help people to share your stuff
5. Make conversation
6. Maximise your content’s reach
7. Measure your results

24. 7 steps to content marketing success
1. Sort out your website!
2. Create an editorial planner
3. Publish awesome content
4. Help people to share your stuff
5. Make conversation
6. Maximise your content’s reach
7. Measure your results

25. 7 steps to content marketing success
1. Sort out your website!
2. Create an editorial planner
3. Publish awesome content
4. Help people to share your stuff
5. Make conversation
6. Maximise your content’s reach
7. Measure your results

26. Things I will do when I finish this
presentation

27. 7 steps to content marketing success
1. Sort out your website!
2. Create an editorial planner
3. Publish awesome content
4. Help people to share your stuff
5. Make conversation
6. Maximise your content’s reach
7. Measure your results

28. KPI to ROI

29. Possible content marketing metrics
• Website traffic
• Engagement
• Leads
• Sales
• PR opportunities
• Customer retention
• Increased profit

30. Content marketing is how you get
both people and Google to sit up
and notice you online.

31. Emily Hill, CEO, Write My Site
Thanks for listening!
@emilyhill1982
@writemysite
uk.linkedin.com/in/emilyjanehill/
emily.hill@writemysite.co.uk