Best Practice Content Marketing
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To be successful in content marketing you need a strategic approach, you need buy-in from above and below to apply a successful content transformation. This will show you how to apply a strategic content marketing approach to your company to ensure you are maximising the opportunities to reach the right audience at the right time. This methodology is for small, to SMB to enterprise level business.
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Best Practice Content Marketing
- 1. Best practice content marketing
- 2. Your Presenter Phil Brown Head of Content Strategy
- 3. Your customers don’t care about you, your products, your services … they care about themselves, their wants and their needs. Content marketing is about creating interesting information buyers are passionate about so they actually pay attention to you. Joe Pulizzi, Content Marketing Institute founder
- 4. CONTENT MARKETING – from push to pull AUDIENCE CUTOMERS’ GOALS Needs Pain points Challenges THE SWEET SPOT! RELEVANT CONTENT MARKETING YOUR GOALS Brand Sales Marketing Product BRAND
- 5. Griffith University Building a Brand Purpose 5 | King Content Credentials 2016 Know More In Sixty Seconds is a video content hub built to bring personality to the university’s content marketing approach. It is a tool to tell the story of the university in a way that positions Griffith as the champion of knowledge and land the institution’s mantra of ‘know more, do more’. www.knowmoreinsixtyseconds.com The Solution • Data-driven video content to maximise interest, views and engagement. • Creative social media campaigns to drive further views and engagement. Results (4 months) • 7,000 new Facebook fans. • 1.5 million social impressions. • 252k video views • 2.8k likes, comments and shares
- 6. 6 Griffith University Open Day Facebook Live and Snapchat broadcast Challenge Griffith University tasked King Content with creating a fun and innovative online experience for prospective students who would be unable to attend the university’s Open Day on 24 July 2016. Results Between 19 and 28 July, the following results were achieved: • 1.85 million impressions (achieved from both images and live video, pre-event and during the event) • 57,000 Facebook Live video views on the day • 21,114 total minutes watched on Facebook Live • Organically increased GU’s Facebook community by 1,000+ in a week • CPV of live videos as low as $0.02 to relevant targeted audiences • 9,000 engagements on images and videos • 4 competitions run on Snapchat across the day with over 400+ views each
- 7. CONTENT MARKETING Format ATL, SOCIAL, NATIVE INFOGRAPHICS, SNACKABLE SHAREABLE CONTENT SHORT-FORM ARTICLES/BLOGS VIDEOS AND PODCASTS LONGER-FORM ARTICLES/EXPLAINER VIDEOS/RESEARCH PAPERS/PUBLICATIONS
- 8. CONTENT MARKETING Purpose ATL, SOCIAL, NATIVE INFOGRAPHICS, SNACKABLE SHAREABLE CONTENT SHORT-FORM ARTICLES/BLOGS VIDEOS AND PODCASTS LONGER-FORM ARTICLES/EXPLAINER VIDEOS/RESEARCH PAPERS/PUBLICATIONS
- 9. CONTENT MARKETING Volume and frequency ATL, SOCIAL, NATIVE INFOGRAPHICS, SNACKABLE SHAREABLE CONTENT SHORT-FORM ARTICLES/BLOGS VIDEOS AND PODCASTS LONGER-FORM ARTICLES/EXPLAINER VIDEOS/RESEARCH PAPERS/PUBLICATIONS VOLUME
- 10. CONTENT MARKETING Educational content Informational content Informational content Educational content Emotional, entertaining content Emotional, entertaining contentA W A R E N E S S C O N S I D E R A T I O N E V A L U A T I O N C O N V E R S I O N R E T E N T I O N ADVOCACY BUYER JOURNEY TYPES OF CONTENT
- 12. Hans Oliving Redefining brand perceptions through mass- appeal, video-led content Objectives • Maximise impressions to drive brand awareness. • Generate organic sharing. • Associate Hans Oliving with a lifestyle, rather than a product. What we delivered • Microsite featuring tennis star Lleyton Hewitt and his family. • Key video pieces featuring Bec & Lleyton, supported by broader lifestyle content. • Diversified amplification program across social and native channels. 1-month results • 1m+ views of the hero videos. • 20k+ likes, comments & shares across Facebook & Instagram. • 36.2m total impressions. • Facebook cost-per-view 94% below projections ($0.01). olivingthelife.com.au/
- 13. Nurture leads through the buyer funnel Allow you to target customer segments rather than spray and pray push marketing CONTENT MARKETING Acquires new customers and retains existing customers Shifts your marketing efforts from push marketing to pull.
- 14. So how can you get buy-in for a content marketing program?
- 15. Sources: Content Marketing Institute 68% of Australian Marketers say they are going to produce more content marketing in 2017. 82% of Australian marketers are already using content marketing.
- 16. Sources: Content Marketing Institute Your competitors are already using content marketing to grow their businesses
- 17. Sources: Content Marketing Institute Your customers want it, and Google wants it.
- 19. Site visits per month Source: Eloqua/Kapost, 2014 Cost per lead Content marketing is a long term approach
- 20. • Clicks to product pages • eNewsletter sign-up • Download of a gated eBook/white paper • Sign up to a trial • Download a free app • Purchase CONVERSI ON • Awareness lift • Sessions • Unique visitors • New visitors • Reach (social channels) • Content views • Channel growth (social channels) • Impressions • Brand mentions AWARENESS • Sentiment lift • Return visitors • Time on site • Page depth • Video completion rate • Number of return visitors • Comment sentiment (social) • Frequency of interaction with content • Level of content engagement • Unsubscribe rates ENGAGEME NT
- 21. Bupa Shifting from a product- centric to audience-centric digital strategy. Objectives • Identify why Bupa’s digital strategy was failing despite significant investment. • Manage a large stakeholder group through a significant change in digital approach. • Establish a sustainable, in-house publishing program within Bupa. What we delivered • Extensive audit of existing digital assets. • In-depth strategy detailing the shift from content around products to content around life events. • Management of content production & amplification. • Brand activations of content production & amplification. http://theblueroom.bupa.com.au/ Results highlights (first 3 months) • 200k unique visitors. • Produced 269 articles, 36 videos & 18 infographics.
- 22. 1. Trust in advertising is terrible 2. Content Marketing delivers quality lead generation 3. Content Marketing Fulfils a Desire for More Information 4. Content Marketing improves SEO 5. Content Marketing will position your brand as a leader 6. Content Marketing will influence consumer decision making 7. Content Marketing delivers strong ROI 8. Social media feeds on your Content Marketing 9. Consumers will love you
- 23. Where do you start?
- 24. In a study, 97% of people who faced a life-changing health event had been told in the 12 months prior they needed to make some alterations to their lifestyle, most people choose death over change. “We choose death over change, and then we wonder why our businesses don’t embrace digital technology.” Lark Change is HARD
- 25. Reality Consumes content item Completes goal Perception The content marketing measurement challenge
- 26. Your audiences are everywhere, but we need to find the most effective channels for creating a relationship... Social Content Search Content Display Ads
- 27. Content marketing is a long term game and your starting point is researching and developing a content strategy
- 28. WHAT IS A CONTENT STRATEGY? 28 WHY HOW WHAT WHO
- 29. Test and Learn Performance Analysis Lead Generation MARKETING OBJECTIVES CONTENT AUDIT COMPETITOR AUDIT AUDIENCE/ CUSTOMER RESEARCH CONTENT MARKETING GOALS BRAND STORY VISION BUSINESS STRATEGIC GOALS MISSION CONTENT PILLAR 1 CONTENT PILLAR 2 CONTENT PILLAR 3 CONTENT PILLAR 4 KPIs CONTENT PERSONA 1 CONTENT PERSONA 2 CONTENT PERSONA 3 CONTENT PERSONA 4 INTERNAL EXTERNAL TACTICS
- 30. CONTENT MARKETING Content on owned web properties that’s engaging and promotes the value proposition of the brand and its products. Content affirms decision to seek further information and validates the brand. Sales-focused information assets that include a strong call to action (CTA). Content is advertorial in nature with a focus on the benefits of specific products and service. Deliver targeted content to those customers who may be looking elsewhere. Remind them why they joined the category in the first place. Potential to cross-sell. Validating product choice. This content aims to keep the brand front of mind and provide assurance to customers that they have made the right decision. Validating brand choice. Brand awareness, integrated content across all channels including ATL advertising, sponsorships and amplification through digital (native) and social. This content aims to engage and make the brand easy to remember at consideration stage. AWARENESS CONSIDERATION EVALUATION CONVERSION RETENTION ADVOCACY Content used to support purchase.
- 31. Lenovo ThinkHub Turning Lenovo into an authority on enterprise IT. Objectives • Increase lead quality and value of sales. • Strengthen brand awareness and demand for Lenovo products. • Position Lenovo as a thought leader in enterprise IT. What we delivered • Strategy developed for 8 European markets. • Launched 8 websites in 7 major languages. • LinkedIn amplification across 13 markets, using paid & organic tactics. Results highlights • 14.6k uniques per month • LinkedIn CTR 3.5x target CTR (1.19%) • $118m generated in sales over first 13 months. think-progress.com
- 32. Conversion pixel Campaign content Retargeting Constant improvement Amplification channels Headlines and images Monitor user behaviours Implement pixels and monitor goals Measure and optimise Website analytics Audience analysis Test and Learn Performance Analysis Lead Generation
- 33. Q&A
Notes de l'éditeur
- Push to pull
- Know more in sixty seconds Champion ofknowledge
- Won developed an idea that was not only a first for the university, but for the entire Australian education sector: Open Day via Facebook Live and Snapchat. The idea was to create a real-time experience for prospective students that was raw, authentic and showcased the best of Griffith. It tapped into the world of young higher-ed students by creating content they could identify with and enjoy through familiar channels. We promoted the activity in the weeks prior, streamed 7 live videos on the day and created Snapchat content and a Snapchat competition to engage and grow the platform – this way Griffith could continue to communicate with its target audience. We promoted the live videos to Queensland higher-ed students in the days following.
- Traditional advertising and marketing is great when it comes to the second two steps. Content marketing taps into the first two stages of the buying process by raising awareness of solutions and educating consumers about a product they may have never considered before.
- Earned Media refers to media exposure you’ve earned through word-of-mouth. You can earn media by getting press mentions, positive reviews, reposts, recommendations, etc. You can also facilitate earned media by helping journalists and content writers author their articles, or contributing your own thought leadership content to industry publications. So whether you're earning mentions on external sites or you've earned an opportunity to contribute to them regularly, this type of media helps to fuel the top of your funnel and introduce you to new leads. Owned Media Owned media is content you’re in full control of. Think of content for your company website, your blog, and your EDM While owned media content can take on a variety of forms -- blog posts, case studies, whitepapers, etc. -- the primary goal of this content is to continue providing value to leads as they move down the funnel. These assets offer a more controlled -- but not overly promotional -- message about your company.. Paid Media paid techniques you can use to amplify your owned media and help you win more earned media. For example, social media platforms such as Twitter, LinkedIn, Facebook, and Pinterest offer advertising options that can be leveraged to boost your exposure. We’ve found that LinkedIn and Twitter are the most effective promotion platform for our audience of B2B marketers, but you can utilize a similar strategy on Facebook or Pinterest. It all depends on where your target audience is the most active and engaged with your brand.
- LF: Consumers today are bombarded with more adverts and messages than ever before, so the impact of more traditional channels is somewhat diluted. Content marketing has the capacity to resonate more powerfully with your customers because it’s carefully tailored to their needs and interests. It’s a way of conveying your brand’s personality and offering without being overtly promotional, which can go a long way toward building brand trust amongst your audience. More and more brands are recognising the impact of content marketing, so those who choose to ignore it will increasingly fall behind.
- Proving ROI requires clear objectives and an understanding of the metrics that demonstrate success in those objectives.
- Find out what the business and your marketing is trying to achieve
- 1. Trust in traditional advertising has plummeted. Audiences don't like nor trust the sales messages and are switching off. 2. Content Marketing delivers on the strategy of 'narrowcasting' where brands focus on a smaller, core group of potential, high quality consumers. 3. Customers are searching for information so they can make informed decisions 4. kill it on the SEO front, as search engines get smarter at delivering the right information to users, Content Marketing needs to be at the centre of any SEO strategy. 5. position your brand as a leader in your category, pushing brand uplift and vital word-of-mouth recommendations. 6. Consumers are on average 60-90% of the way through the sales funnel before engaging directly with a brand. 7.Because good content will last a long time, your investment in content marketing will remain relevant for potentially many years. This is compared to a very expensive paid advertising campaign that may only last a few weeks, days or even minutes. 8. Content forms the basis of your social media strategy, without great content, your social media platforms are worthless and people will not follow or engage with your brand on Twitter, Facebook or any other social network. 9.Great Content Marketing is useful for the target audience, it aims to help, inform, inspire and entertain. Content marketing is never a sales pitch or highly disruptive.
- Content transformation can disrupt your business from within.
- Traditional advertising and marketing is great when it comes to the second two steps. Content marketing taps into the first two stages of the buying process by raising awareness of solutions and educating consumers about a product they may have never considered before.
- Portable, fast, easy video People are spending more and more time on smaller-screen devices, and they want content that is quick and easy to consumer. They are rolling out of bed, they are on the train, they’re sitting in a slow meeting. They are listening to one thing, and multi-tasking with three or four others. Their attention span is approaching 0.6 seconds. If you want to hold their attention you need to make content accessible, quick and easy to consume on the go, and on their phone.