Content should be a key focus in your marketing plan, whether this is in the form of blogs, articles, video or other imagery. Using this content and distributing it in the right place, at the right time, to the right audience is key in building that essential trust between brand and consumer and will, in time, grow your sales. Digital Strategist Luke Knight will be discussing how to build this consumer-brand relationship through a good content strategy.

1. @4PsMarketing #4PsEDGE
@Luke_4Ps

3. Hello
Luke Knight
Digital Strategist @ 4Ps Marketing
Specialising in Food, Drink and Travel
@Luke_4Ps

4.  Content Marketing in 2013
 “Why you do what you do”
 What content could YOU use?
 Being strategic
 Measuring ROI
 Case Studies

6. “Over 90% of respondents believe that content
marketing will become more important over the
next 12 months”
“Nearly three quarters (73%) of digital marketers
agree that brands are becoming publishers”
“Only a minority of companies (38%) have a
defined content marketing strategy in place”
“83% of responding companies use social posts
and updates for marketing, more than any other
type of content”

7. Building Brand Loyalty

9. Increased engagement (52%)
Increasing traffic to site (49%)
Raising brand awareness (38%)
Increased engagement (58%)
Generating leads (44%)
Increasing traffic to site (34%)

10. Content Marketing could play a significant
role in reaching objectives…

11. “People don‟t buy what you
do. They buy why you do it.”
Simon Sinek, www.StartWithWhy.com

12.  Modern marketing is not about telling people
why your product is the best. It‟s about adding
value to your existing or potential customers
 Insightful, authoritative, interesting, emotive and
honest content allows for a better relationship
with you audiences

20.  If you understand your objectives you‟ll know
what to measure
 Measuring the following will help determine
content success:
 Views, downloads, shares etc
 Online conversations
 Website traffic (To specific content)
 Attributed conversations
 Social media reach
 Coverage (On + offline)

22. 01-Jun-12 01-Jul-12 01-Aug-12 01-Sep-12 01-Oct-12 01-Nov-12 01-Dec-12
700+ blog visits 6 direct conversions
67K reached on Twitter Highest peak in online
conversations

23.  Over 1k entries
 5,153 new „Likes‟
 6.4 million
impressions

25.  2013 is the year of content
 Know what you want to achieve first
 People buy why, not what
 Do your research and have a plan
 Your content must add value
“Great content isn’t really great until it is
found, consumed and shared”

26. Any Questions?
@4PsMarketing #4PsEDGE
@Luke_4Ps