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Content Marketing Priorities 2013

CEO @ publisher SmartInsights.com // Digital Strategist since 1997 // Author, Consultant, Keynote Speaker and Trainer à ClickThrough Marketing
15 Jan 2013
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Content Marketing Priorities 2013

  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: 3
  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 4
  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) 5
  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 6
  7. 7
  8. Content as a social object “the reason people connect with each other and not something else” Hugh McLeod 8
  9. 9
  10. = Planning & Strategy = 10
  11. Setting objectives… 11
  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? 12
  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 13
  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 15
  16. Get moving with personas  Research  Define them  Cut the cake  Develop scenarios  Build profiles 16
  17. Content at touch-points… 17
  18. 18
  19. What’s the purpose of your content? Poll 2 19
  20. A cross-platform narrative Revenue Blog or Reven ue “Brand story” Revenue Revenue Hub Stream 20
  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 21
  22. 22
  23. 23
  24. AE Open Forum  A great example of „thought leadership‟  Utilise guests (the best) 24
  25. = Reach = 25
  26. Publish  Where?:  Your domains  Social networks  Forums & industry portals  Q&A Sites  Find conversations  Amplify with media 26
  27. Content that flies PUMA Squash 2000 video (+pr‟s, blogs, spec sheet PDF) 27
  28. 28
  29. < Don‟t overlook Slideshare 29
  30. Develop valuable outposts for content 30
  31. Niche communities are growing, increasingly by topic 31 Watch out for vertical niche communities in your sector
  32. = Act = 32
  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) 33
  34. < Mums 34
  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 37
  38. Shareable (and worth sharing) 38
  39. 39
  40. = Convert = 40
  41. Webinars / Events reveal intent  Specific to subject areas for people vs broader industry events  Informative and shareable  Consider a series 41
  42. Niche and detailed guides 42
  43. Interactives  Diagnostics, quizzes and surveys  Tailored to specific buyers & subjects  Useful and shareable 43
  44. 44
  45. = Engage = 45
  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 46
  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 47 outlets
  48. Communities with purpose for untapped UGC 48
  49. Crowd sourced content  An advanced Q&A  A community around the product  Steady stream of UGC product related content  Helps improve products 49
  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” 50
  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? 51
  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 52
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