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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 marketingDigital Marketing Priorities 2013 Summit 11th January 2013. Brought to you by:

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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 countriesJanuary Offer: Free copy of Emarketing Excellence for first 50 new Expert-level membersSmart Insights Expert membership: www.smartinsights.com/membership

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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

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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

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What do we mean?“How a brand creates, delivers and governs original or curatedcontent to attract and retain customers, positioning the brand asa credible expert and, ultimately, motivating a change inbehaviour” (CMI)  Originated content  Curated content  Licensed content  User generated content  Interactive content (tools) 5

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Poll 1 Content Blogs, videos, ebooks, white papers SEO Social media On-page, off- Twitter, page LinkedIn, link building forums keyword blogs, portals analysisContent doesn’t sit in a vacuum- It needs to be integrated with other marketing activities 6

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Content as a socialobject“the reason peopleconnect with eachother and notsomething else”Hugh McLeod 8

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= Planning & Strategy = 10

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Setting objectives… 11

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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

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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

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

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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

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

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Content at touch-points… 17

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

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A cross-platformnarrative Revenue Blogor Reven ue“Brand story” Revenue Revenue Hub Stream 20

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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

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

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= Reach = 25

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

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

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< Don‟t overlookSlideshare29

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Develop valuable outposts for content 30

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

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= Act = 32

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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

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< Mums34

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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

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Shareable (and worth sharing) 38

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= Convert = 40

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

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Niche anddetailedguides 42

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

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= Engage = 45

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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

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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 47 outlets

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Communitieswith purposefor untappedUGC 48

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

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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

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Secret Handy Recipe 1. Clear objectives 2. Imagination and ideas 3. A platform 4. Your first 10 audience 5. Amplification plan (POE) Any questions? 51

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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 52