1.
NOBODY PAYS THE BILLS
IN SOCIAL SHARES
CONTENT MARKETING WITH TANGIBLE VALUE
Stacey MacNaught
Tecmark
@staceycav
@tecmark

2.
Surprisingly few people
really “get” content
marketing.
@staceycav

3.
What my friends think I
do…
@staceycav

4.
What my friends think I
do…
@staceycav
“You get paid to mess
around on Twitter all
day, don’t you?”

5.
What my Mum thinks I
do…
@staceycav

6.
What my Mum thinks I
do…
@staceycav
“Something to do with
Google or something?”

7.
What my Nan thinks I
do…
@staceycav

8.
What my Nan thinks I
do…
@staceycav
“Computers.”

9.
But it’s not just our parents
and grandparents who are
confused about it.
@staceycav

10.
So are the clients/bosses
paying the wages and the
bills.
@staceycav

11.
@staceycav

12.
@staceycav

13.
“Fluffy,” doesn’t cut it.
@staceycav

14.
@staceycav
Anyone can get impressions
with very little investment

15.
@staceycav
Paid then led to a lot of
organic Facebook reach

16.
@staceycav
Which resulted in
lots of
“engagement”

17.
@staceycav
This was
<<< the post

18.
@staceycav
Lesson:
People share stupid crap. And it
really has no tangible value.

19.
@staceycav

20.
But content isn’t easy.
@staceycav

21.
In 2010, I was a part of the
team involved in delivering
this disaster.
@staceycav

22.
@staceycav

23.
@staceycav
Yes, there’s a
dinosaur on
it.

24.
@staceycav
No, I don’t know why…

25.
@staceycav
It generated 2 links and 4
Tweets.

26.
@staceycav
And of course, it didn’t result in
anyone submitting an enquiry.

27.
@staceycav

28.
@staceycav

29.
It was as embarrassing as Boris…

30.
Fast forward a few
years
@staceycav
(and a lot of trial and error)

31.
We’re delivering
links on quality
and quantity.
@staceycav

32.
@staceycav

33.
Garden and
home security
survey
@staceycav

34.
British Business
Dreamers
Survey
@staceycav

35.
We can correlate links with an
improvement in rankings, traffic
and sales.
@staceycav

36.
@staceycav
@staceycav

37.
But we can do better.
@staceycav

38.
@staceycav
@staceycav

39.
@staceycav
@staceycav

40.
@staceycav

41.
@staceycav
This generated links and
engagement

42.
@staceycav
But also….

43.
@staceycav
Which resulted in…

44.
@staceycav
Which led to…
£££
(direct and assisted bookings)

45.
@staceycav

46.
@staceycav
Content to win researchers

47.
@staceycav
Retarget users based on which
pages they viewed.

48.
Content that generates measurable
VALUE
@staceycav

49.
A (super simplified) version of the journey to
PURCHASE
@staceycav

50.
And it’s here that I believe a
ton of opportunity lies

51.
CONSIDERATION
WHERE CONTENT BECOMES A MORE
DIRECT REVENUE DRIVER
@staceycav

52.
@staceycav
This is all about
research

53.
@staceycav
It’s not just about
understanding
who the customer
is and what they
want.

54.
@staceycav
We have to
understand the
scenarios that put
your customer
potentially in the
market for your
product

55.
@staceycav
Desire Need

56.
@staceycav
Desire Need
Products that
people want, that
people choose to
buy and that
people anticipate.
Products people
reluctantly buy
because they have
to have them.

57.
@staceycav
Desire Need
Apple stuff.
Designer labels.
Crafty things.
Status cars.
(It’s not a cost
thing)
Car insurance.
Washing machines.
Vacuum cleaners.
School uniforms.

58.
@staceycav

59.
@staceycav
Where are all the
sellers?!?!

60.
@staceycav
What is the event that
triggers the process that
ultimately ends in the
purchase of your
product/service?

61.
@staceycav
“My washing
machine has
broken.”

62.
@staceycav
What’s the user’s
objective at this stage?

63.
@staceycav
“I want to fix
my washing
machine.”

64.
@staceycav
What online actions might
they take?

65.
@staceycav

66.
Plan content around the triggers
that begin the consideration
process
@staceycav

67.
And content to meet needs or
overcome problems at each
stage through to purchase.
@staceycav

68.
Survey your customers about
triggers
@staceycav

69.
A trigger for a new purchase in
almost all product areas is a
product recall
@staceycav

70.
http://www.tradingstandards.uk/advice/advice-recall-list.cfm
@staceycav
@staceycav

71.
@staceycav
@staceycav
http://ec.europa.eu/consumers/consumers_safety/
safety_products/rapex/alerts/main/?event=main.listNotifications

72.
Find out what related online
queries people make:
@staceycav
@staceycav

73.
Keywordtool.io
@staceycav

74.
Answerthepublic.com
@staceycav

75.
Faqfox.com
@staceycav
@staceycav

76.
Your call centre team!
@staceycav

77.
Use PPC to promote
content cost effectively
@staceycav

78.
Nobody’s bidding
@staceycav

79.
Nobody’s bidding
@staceycav

80.
Nobody’s bidding

81.
Don’t expect
conversions here.
@staceycav

82.
And don’t expect people
to just remember you
when they are ready to
convert.
@staceycav

83.
Retarget
effectively.
@staceycav

84.
@staceycav
Measure
effectively.

85.
stacey.macnaught@tecmark.co.uk