1. Data protection 2013
DMA Scotland: Making content
king in your marketing
Friday 8 February
Thursday 14 November 2013, Hotel Missoni
#dmascotland
#dmadata
Supported by

2. Agenda
4.00pm
Registration
4.30pm
Welcome from the Chair
4.40pm
Content marketing research
Emma-Jayne McEwan, Head of Media Channels, DMA
4.55pm
Digital Evolution – The list survival guide
Brendan Miles, Digital Commercial Director, The List
5.25pm
Passive Attack: 12 killer tips to make words work wonderfully well for you
Richard Norton, Senior Copywriter, Indicia
6.05pm
Networking drinks & Nibbles
7.15pm
End

3. Welcome
Nicola Farwell, VisitScotland

4. Content marketing research
Emma-Jayne McEwan, DMA

5. Emma-Jayne McEwan
@ejmcewan
#dmascotland

6. Content Marketing Contest
1. You have 60
seconds to
complete 5
questions
2. Swap with person
next to you
3. Stay tuned to the
presentation for
answers....

7. The study in numbers
190 participants
128 B2B / 34 B2C
1st for UK
71% SME’s
45%
jobs Marketing
Comms, Advertising, PR

8. Answer 1
What % of UK marketers have adopted content
marketing?
A. 75%
B. 81%
C. 62%
D. 94%

9. Answer 2
How many different content marketing tactics do UK
marketers use?
A. 7
B. 13
C. 26
D. 35

10. Answer 3
Which are the top 3 content marketing tactics used by
UK marketers?
A.
B.
C.
D.
E.
F.
G.
H.
I.
J.
Website articles 1st
Blogs
Social media (excluding blogs) 2nd
Gamification
Webinars
Microsites
Case Studies
eBooks
eNewsletters 3rd
Mobile Apps

11. Answer 4
Which of the following is the most important content
marketing goal?
A. Lead management
B. Website traffic
C. Engagement
D. Brand awareness

12. Answer 5
What % of UK marketers are going to increase their
content marketing budgets?
A. 17%
B. 35%
C. 64%
D. 88%

13. What good looks like....

14. Download 2012/13 Report
@ www.dma.org.uk
COMING SOON! 2013/14 Report

15. NEW! DMA Content Strategy......
• Create a vibrant community
• Move from leadership to followership
• Extend value and engagement beyond councils to all members
• Move outside of DMA ‘heartland’ issues
• Appeal to a wider audience
• Build on our heritage and go beyond best practice to
thought-leadership, experimentation and pioneering the
future
#dmascotland
dma.org.uk

16. Digital Evolution – The list
survival guide
Brendan Miles, The List

18. Digital Evolution

19. What is content marketing?

20. Another definition
Basically, content marketing is the art of communicating with
your customers and prospects without selling. It is noninterruption marketing. Instead of pitching your products or
services, you are delivering information that makes your
buyer more intelligent. The essence of this content strategy is
the belief that if we, as businesses, deliver consistent,
ongoing valuable information to buyers, they ultimately
reward us with their business and loyalty.

21. Aim for 99.9% accuracy

22. Printed content

23. List.co.uk

24. Mistakes

25. How long will my content be relevant for?

26. How large is the potential audience?

27. How large is the potential audience?

28. What’s the competition like?

29. Will people return?

30. Where are they?

31. Richer information is better

32. Double the traffic

33. Don’t break links

34. An illuminating example

35. Fireworks traffic

36. A Flea Market

37. Why a flea market got into our top 20

38. The Stone Roses

39. Stone Roses Article traffic over time
Article views
180
160
140
120
100
80
60
40
20
0
Article views

40. Stone Roses event traffic over time
Event views
2500
2000
1500
1000
500
0
Event views

41. Analytics

42. Mobile

43. Desktop users are active
70% of online searches result in action in one
month.
(Mobile Marketer, 2012)

44. Mobile users are active... right now
70% of all mobile searches result in action
within 1 hour.
(Mobile Marketer, 2012)

45. Mobile users
9 out of 10 mobile searches lead to action, over
half leading to purchase.
(Search Engine Land, 2012)

46. The Future

47. Passive Attack: 12 killer tips to make
words work wonderfully well for you
Richard Norton, Indicia

48. PASSIVE ATTACK
TWELVE TIPS TO MAKE WORDS WORK
FOR YOU

54. 404
FAIL
HASHTAG
@PONTIFEX
SURVEILLANCE
54
© Indicia

55. TWEET IT.
TWEET IT NOW.
#DMASCOTLAN
D
55
© Indicia

56. WORDS CAN
MOVE, EXPLAIN,
STARTLE,
EXCITE,
PERSUADE,
EXPRESS IDEAS
AND MORE...
56
© Indicia

70. NUMBER 1:
THRIVE ON
CREATIVITY.
70
© Indicia

71. NUMBER 2:
SIMPLE.
CLEAR.
BRIEF.
HUMAN.
71
© Indicia

72. NUMBER 3:
THAT KILLER
FIRST
SENTENCE.
72
© Indicia

73. I AM A DYNAMIC
FIGURE OFTEN
SEEN SCALING
WALLS AND
CRUSHING ICE.
73
© Indicia

75. NUMBER 4:
ACTIVE VERBS
ALL THE WAY.
75
© Indicia

76. WHY WAS
THE ROAD
CROSSED BY
THE CHICKEN?
76
© Indicia

77. SUBJECT.
VERB.
OBJECT.
77
© Indicia

78. PASSIVE.
THIS SLIDE WAS
WRITTEN BY
ME.
78
© Indicia

79. ACTIVE.
I WROTE THIS
SLIDE.
79
© Indicia

80. AUXILIARY VERB
+ MAIN VERB
(PAST TENSE).
80
© Indicia

81. ARE LISTENED
TO.
IS GIVEN.
WAS DECIDED.
WERE BUILT.
81
© Indicia

83. NUMBER 5:
IF THEY ZIG,
YOU CAN ZAG.
83
© Indicia

84. 84
INNOVATIVE. QUALITY.
PASSIONATE. VALUEADDED.
ENGAGED.
COMMITTED.
PROFESSIONAL.
TAILORED.
FOCUSED.
EXPERIENCED.
EMPOWERING.
© Indicia

86. NUMBER 6:
USE SHORT
SENTENCES.
86
© Indicia

87. L.M.SHERMAN
NIKOLAI A.
RUBAKIN
HARRY D.
KITSON
BERTHA A.
LIVELY
RUDOLF
FLESCH
87
© Indicia

88. PARAGRAPH.
4 SENTENCES.
1O WORDS AVG.
40 WORDS
TOTAL.
88
© Indicia

89. NUMBER 7:
PLAIN WORDS
ARE BEST.
89
© Indicia

91. SESQUIPEDALIA
NISM
OBFUSCATES
PELLUCIDITY.
91
© Indicia

95. NUMBER 9:
EMBRACE
GRAMMAR AND
PUNCTUATION.
95
© Indicia

99. NUMBER 10:
LOVE YOUR
SOCIAL.
99
© Indicia

103. NUMBER 11:
THINK
CLASSICAL
THOUGHTS.
103
© Indicia

105. NUMBER 12:
STUDY YOUR
WORDS
CAREFULLY.
105
© Indicia

108. BIT.LY/19G78CE
108
© Indicia

112. Closing comments
David Thomas, Sainsbury’s Bank