Delivered by Kate Doodson 31th July 2015

1. Content Marketing
@cosmickated

2. What is Get up to speed?
• Fully funded business and community support alongside roll-out
of superfast broadband
• Helping to ensure we all make the most out of the superfast
broadband
• Adopt – understand -- exploit
• Delivered by Cosmic Peninsula Consortium

3. What are we doing? Can we help?
• Management and boardroom briefings
• Staff engagement and learning
• Client focussed
– Hands-on Workshops – tablets, smart phones, internet beginners
– Gadget shows
– Seminars
– Briefings
– Taster sessions
– Signposting to other services

4. Events coming up

5. Where and when

6. What is content marketing?
A marketing technique
• create and distribute valuable,
relevant and consistent content
• to attract and acquire a clearly
defined audience
• with the objective of driving
profitable customer action.

7. What is content marketing?
• Images
• Archived content
• Infographics
• Video
• Blogs
• Explainers
• Web pages
• PDF downloadable content
• Content for Syndication
• Podcasts

8. Why Content Marketing?
• Increase in engagement
• It’s favoured by 68% of customers – they prefer it
• On average it generates 54% more leads
• Some businesses have seen a 30% increase in Sales with
Content Marketing (Zappos)
• More than half of B2B marketers plan to increase their content
marketing budget in 2015.
• 70% of B2B marketers are creating more content than a year
ago.

9. SEO
Content
Marketing
Social
Media

10. What isn’t it?
• An advert

12. Granddad of Content Marketing
• Red Bull Screen Shot
• Energy Drinks business  Media company

14. Top content marketing approaches
1. Content strategy and planning
2. Context is king
3. Influence marketing
4. Brand alignment
5. Thought leadership

15. Content
strategy
and
planning

16. Create more content
• ‘Interesting content’ is a top 3 reason why people
follow brands and companies on social media
• Companies with blogs generate 2/3rds more leads per
month than non-blogging companies

17. Product is boring?
Selling SEO services?
The Beginner’s Guide to SEO from Moz. This resource, offered for
free, has been viewed millions of times, bringing in countless
customers who otherwise might never have stumbled across Moz
and the services they offer.

18. Blendtec

19. Use your intelligence
‘Brits, Boobs and Botox…’
Transform
• plastic surgery company
• CRM system – most popular questions?
• Most popular surgery
• Boob job capital is Blackpool
• Biggest Facelift age-group 18-24

20. Wrote a report
• Sent out as PR - 40 pieces of coverage, including Sun, Start,
Telegraph, Daily Mail
• 7,000 referrals for surgery
• 105% increase in SEO
• 65 conversions

21. Make it visual
2.4 times more likely
to click on a post if
images are present

22. Become a storyteller
Make it visual, engaging, emotional

23. Video everything
• videos increase people’s understanding of your product or
service by 74% - Digital Sherpa 2014
• “Video is going to be gigantic in 2015. The social content
marketing world will put more dollars there, and YouTube and
Vine will increase their impact.” Michael Walton SVP of
Marketing and Product at Simply Measured
• 45% of viewers stop watching a video after one minute. By the
two-minute mark, 60% of viewers have tuned out

24. http://www.youtube.com/watch?v=HXNfDO-hGF0
Video first?
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
• 1 in 3 Millennials watch
online material and virtually
no broadcast TV
• Becoming significant in Search Results
• Pre sales – research
• Post sales - support
• By 2017, video will account for 69% of all consumer internet
traffic

25. Customer support
Creating video content for
customer retention & staff
engagement and training:
Sony Xperia have created a
YouTube channel of all their
support and advice guides.

26. Meformers vs Informers
Researchers at Rutgers University found
that only 20% of us are informers on
social media, while the other 80% are
meformers.
Informers had more 2x followers of
meformers.
Sharing information is better for your
follower count than sharing about
yourself.

27. Content strategy
1. Who are your users?
2. Who are your competitors?
3. What do you bring to the table?
4. What do you hear?
5. What content do you already have?
6. What is the purpose of your content?
7. How often should you publish & distribute content?
8. Who is in charge/produce/maintain your content?

28. Context
is king

30. Context not content
Targeted and Relevant to -
• target markets
• time
• location
• decisions
• It’s real content marketing

31. Create profiles..

32. Think about your customers
• What are they viewing your content on?
• What are they interested in?
• What gaps do they need filling?
• What time of the day will they engage?
• What network are they on –Mobile, desktop, data or wifi?
• Create personas and include time of day, networks and devices

33. The power of
the influencer

34. “A brand is no longer what we tell the consumer it is–it
is what consumers tell each other it is.”
Scott Cook, the founder and CEO of Intuit

35. Influencer marketing
• Influencer marketing - identifies and targets individuals with
influence
• Create content they will share
• Ask them to create content
• Marketing-inspired word-of-mouth generates more than twice
the sales of paid advertising, and these customers have a 37%
higher retention rate – McKinsey 2014

36. Nielsen say - 90% of consumers trust peer recommendations,
while only 33% trust ads

37. Rise of the internet star
Research and use Influencers
1,784,296 subscribers on YouTube
6.6m subscribers

39. How do you find influencers?
• Huffington Post 99
• The Guardian 99
• Accuweather 63
• BBC Radio1 94
• BBC News 83
• BBC Weather 70
• BBC Breakfast 79

41. getlittlebird.com

42. Hashtagify.me
Hashtagifi.me

43. Align your brand
Use Content for
Brand
alignment

44. Use content to align your brand
• Improve brand penetration
– New age, audience
– Different audience
• Help them to understand your story…

45. • Mulberry – ‘hand crafted in Britain’ brand
• Commissioned a series of focusses on similar brands
• Wedgewood
• Aston Martin
• Mackintosh
• Saying – ‘we are like these brands’ #mulberryteacup

48. Social Media and Thought Leadership
Thought
leadership

50. Thought leadership
• Blogging
• Guest blogging
• PR articles
• Video interviews
• Commissioners
• Funders
• GPs, referral routes
• Friends/carers

51. This is your life Podcast
• Downloaded 250,000
every month
• My blog is the top
leadership blog in the
world, with more than

52. What are we doing?
• Free sessions
• Showcase new technologies
• Hands-on Workshops – tablets, smart phones, internet
beginners
• Gadget shows
• Seminars
• Briefings
• Taster sessions
• Signposting to other services

53. Questions
Thanks for listening
@cosmickated