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:

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

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:
3

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
4

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)
5

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
6

7

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

9

= Planning & Strategy =
10

Setting objectives…
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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?
12

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
13

“...the [potential] customer needs evidence that we
understand their problem better than they do before
they‟ll buy, share or recommend us...” @juntajoe 14

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
15

Get moving with personas
 Research
 Define them
 Cut the cake
 Develop scenarios
 Build profiles
16

Content at touch-points…
17

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What’s the purpose of your content? Poll 2
19

A cross-platform
narrative Revenue
Blog
or
Reven
ue
“Brand story”
Revenue Revenue
Hub Stream
20

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
21

22

23

AE
Open
Forum
 A great example of
„thought leadership‟
 Utilise guests (the
best)
24

= Reach =
25

Publish
 Where?:
 Your domains
 Social networks
 Forums & industry
portals
 Q&A Sites
 Find conversations
 Amplify with media
26

Content that flies
PUMA Squash 2000 video
(+pr‟s, blogs, spec sheet PDF)
27

28

< Don‟t
overlook
Slideshare
29

Develop valuable outposts for content
30

Niche communities are growing, increasingly by topic
31
Watch out for vertical niche communities in your sector

= Act =
32

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)
33

< Mums
34

35

36

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
37

Shareable
(and worth
sharing)
38

39

= Convert =
40

Webinars / Events reveal intent
 Specific to subject
areas for people vs
broader industry
events
 Informative and
shareable
 Consider a series
41

Niche and
detailed
guides
42

Interactives
 Diagnostics,
quizzes and
surveys
 Tailored to
specific buyers &
subjects
 Useful and
shareable
43

44

= Engage =
45

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
46

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

Communities
with purpose
for untapped
UGC
48

Crowd sourced
content
 An advanced Q&A
 A community around
the product
 Steady stream of
UGC product related
content
 Helps improve
products
49

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”
50

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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Thank you for your participation -
Your questions please
 Please ask questions
and rate this webcast
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your Digital Marketing
Questions use our
free community
 Best wishes for 2013!
http://www.smartinsights.com/answers
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