In this talk at the Smart Insights Digital Marketing Priorities Summit Dan Bosomworth MD of First 10 and Marketing Director of Smart Insights discussed and gave examples of how to use content marketing to drive consumer interactions across customer RACE interactions.

1. Strategic Priorities for Content
Marketing in 2013
Danyl Bosomworth
Co-Founder at Smart Insights
MD at First 10 Digital
Developing and integrating winning content into your marketing
Digital Marketing Priorities 2013 Summit
11th January 2013. Brought to you by:

2. About Dave Chaffey
 Books  Digital marketing advice, training and consulting
www.smartinsights.com
About Dave Chaffey
• Author of 5 bestselling marketing books first
published in 2000, now in their 4th and 5th editions
• Online marketing consultant and trainer since
1997
• Manages SmartInsights.com: a marketing advice
site with Expert members in over 50 countries
January Offer: Free copy of Emarketing Excellence for first 50 new Expert-level members
Smart Insights Expert membership: www.smartinsights.com/membership

3. In 35 minutes
 Top level factors for success in content marketing
 Use the P.R.A.C.E. framework to get specific
 Lots of examples to give you immediate ideas
 Questions at the end
 Please interact using the BrightTALK buttons:
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4. Why does content matter?
Google turned content into currency!
 Content drives reach – builds awareness
 Consumers seek it
 Content aids learning, decision making and
purchase
 Content fuels social media marketing: “social
object”
 Content facilitates the “inbound” effect
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5. What do we mean?
“How a brand creates, delivers and governs original or curated
content to attract and retain customers, positioning the brand as
a credible expert and, ultimately, motivating a change in
behaviour” (CMI)
 Originated content
 Curated content
 Licensed content
 User generated content
 Interactive content (tools)
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6. Poll 1
Content
Blogs, videos,
ebooks, white
papers
SEO
Social media
On-page, off-
Twitter,
page
LinkedIn,
link building
forums
keyword
blogs, portals
analysis
Content doesn’t sit in a vacuum
- It needs to be integrated with
other marketing activities
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7. 7

8. Content as a social
object
“the reason people
connect with each
other and not
something else”
Hugh McLeod
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9. 9

10. = Planning & Strategy =
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11. Setting objectives…
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12. Example questions
 What do you want your content to do? Who
cares?
 How will your content add value?
 Businesses strategic goals? e.g growing market
or product launch
 What are the topics that you‟ll need to cover off?
 What core messages should the content convey?
 Are we being unique, the necessary
differentiation?
 How will we design and manage the content mix?
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13. Plan to be efficient
“Atomisation” - plan to re-purpose content
 One ebook might drive several short guides and
20 blog posts (all point back and promote the
ebook)
What content do you have now? Audit it!
 Research, what works now, re-visit keyword
analysis
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14. “...the [potential] customer needs evidence that we
understand their problem better than they do before
they‟ll buy, share or recommend us...” @juntajoe 14

15. There is no one “customer”
Define your personas: Think
buyers and influencers
B2B B2C
Marketing Director Persona A
IT Director Persona B
Finance Director Persona C
Managing Director Persona D
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16. Get moving with personas
 Research
 Define them
 Cut the cake
 Develop scenarios
 Build profiles
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17. Content at touch-points…
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18. 18

19. What’s the purpose of your content? Poll 2
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20. A cross-platform
narrative Revenue
Blog
or
Reven
ue
“Brand story”
Revenue Revenue
Hub Stream
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21. Your Platform
 A place to drive traffic, a place to
engage and convert:
 A blog, undoubtedly
 An interactive magazine, maybe
 A rich community, if you‟re serious
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22. 22

23. 23

24. AE
Open
Forum
 A great example of
„thought leadership‟
 Utilise guests (the
best)
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25. = Reach =
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26. Publish
 Where?:
 Your domains
 Social networks
 Forums & industry
portals
 Q&A Sites
 Find conversations
 Amplify with media
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27. Content that flies
PUMA Squash 2000 video
(+pr‟s, blogs, spec sheet PDF)
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28. 28

29. < Don‟t
overlook
Slideshare
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30. Develop valuable outposts for content
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31. Niche communities are growing, increasingly by topic
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Watch out for vertical niche communities in your sector

32. = Act =
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33. Be worth finding
 For people who have questions
 Address problems - earn permission to sell
later:
 Video on key landing pages
 Expert bloggers
 Your own researchers / reporters - gathering stories
 Shareable and downloadable information (no data
capture)
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34. < Mums
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35. 35

36. 36

37. Ebooks
 Great for atomisation:
 Fuels video, email,
webinars
 Can be repurposed
into audiobooks
 Utilise industry
experts to aid reach
 Downloadable,
printable & shareable
 Classic data capture
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38. Shareable
(and worth
sharing)
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39. 39

40. = Convert =
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41. Webinars / Events reveal intent
 Specific to subject
areas for people vs
broader industry
events
 Informative and
shareable
 Consider a series
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42. Niche and
detailed
guides
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43. Interactives
 Diagnostics,
quizzes and
surveys
 Tailored to
specific buyers &
subjects
 Useful and
shareable
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44. 44

45. = Engage =
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46. Content for deeper
relations
 It‟s tonally „different‟ content
 Keep leads and customers engaged:
 Automated communications strategy
 Vary by where they are in terms of unmet
needs and the buy cycle
 Social integration – not just email
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47. Big ideas
 7 years in the making
 £100m equivalent ad
spend
 Content site
 Mission site
 YouTube, Fb, Tw
 40 mins
 216k Likes
 10,000
comments
 29,000 shares
 40 TV stations and
130 digital new
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outlets

48. Communities
with purpose
for untapped
UGC
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49. Crowd sourced
content
 An advanced Q&A
 A community around
the product
 Steady stream of
UGC product related
content
 Helps improve
products
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50. Automation & email
 Crucial as lead volumes grow
 Sequences based on scoring/rules allows
tight content
 Ensures the right people in the right
sequence
 A “process” over “campaigns”
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51. Secret Handy Recipe
1. Clear objectives
2. Imagination and ideas
3. A platform
4. Your first 10 audience
5. Amplification plan
(POE)
Any questions?
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52. Thank you for your participation -
Your questions please
 Please ask questions
and rate this webcast
 For more Answers to
your Digital Marketing
Questions use our
free community
 Best wishes for 2013!
http://www.smartinsights.com/answers
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