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ABCs of Content Marketing (A-M)

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Presentation of quick tips, research stats and examples on content marketing best practices that you can start using right now. First shared at Gilbane 2014. First part of a two-part series.

Publié dans : Marketing
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ABCs of Content Marketing (A-M)

  1. The ABCs Of Content Marketing (A–M) Dana Larson @danamlarson
  2. A B C D E AMPLIFY YOUR CONTENT BE USEFUL COMMIT TO SUCCESS DON’T FORGET MOBILE EMPLOY IMAGES
  3. A AMPLIFY YOUR CONTENT Don’t rely on a single channel Repackage, repurpose, redistribute
  4. B BE USEFUL Determine what your audience wants and give it to them.
  5. B “Just stop trying to be amazing and start being useful. Create marketing that has intrinsic value, so much so that people would pay for it if you asked them.” Jay Baer Author, Youtility BE USEFUL
  6. B DataSite, a Merrill Corp. company, created a Best Practices of the Best Dealmakers book series • Offered as e-book chapters and printed book • Promoted via email, social media, PPC, website BE USEFUL
  7. B The Key To Success: It’s more than just Merrill’s POV Merrill offers peers’ views through surveys, the science behind the methodologies (by including various academics’ viewpoints and instruction), and expert analysis (including a cross-section of opinions) from legal firms across the nation BE USEFUL
  8. B Success Metrics • Reached over 500,000 people (email and social media distribution) • More than 20,000 downloads (20,672 to date) • Generated an estimated $7M - $9M in new opportunities • Estimated $15,000 - $20,000+ in book sales through collaborator M&A advisors • Used as teaching material in three university MBA programs BE USEFUL
  9. C Commit to a long-term strategy and document it B2B CONTENT MARKETING STRATEGY 2015 RESEARCH 48% SAY THEY HAVE A CONTENT MARKETING STRATEGY, BUT IT IS NOT DOCUMENTED 35% SAY THEY HAVE A DOCUMENT CONTENT MARKETING STRATEGY 28% MORE EFFECTIVE FOR THOSE WITH A DOCUMENTED STRATEGY VS. THOSE WITHOUT Source: Content Marketing Institute COMMIT TO SUCCESS
  10. D Mobile is taking over the world. Be ready! DON’T FORGET MOBILE Source: ATU a16z Billion people online 5 1995 2000 2004 2020 4 3 2 1 0 People online Smartphones
  11. 2005 A new pope is chosen
  12. 2013 A new pope is chosen
  13. Mobile is driving B2B purchase decisions B2B EXECUTIVES USING MOBILE TO MAKE PURCHASE DECISIONS D 52% SAY THEY’RE COMFORTABLE MAKING PURCHASES ON A MOBILE DEVICE 70% OF EXECUTIVES USE SMARTPHONES/ TABLETS TO LOOK UP PRODUCT/SERVICE INFO 51% SAY THAT A MOBILE DEVICE WILL BE THEIR PRIMARY BUSINESS PLATFORM IN 3 YEARS Source: Forbes DON’T FORGET MOBILE
  14. Show and tell to give your audience options STUDIES SHOW THAT PEOPLE REMEMBER 20% OF WHAT THEY READ 10% OF WHAT THEY HEAR 80% OF WHAT THEY SEE AND DO E EMPLOY IMAGES
  15. Show and tell to drive views and engagement IMAGES DRIVE VIEWS AND ENGAGEMENT Sources: MDG Advertising and PR Newswire E 77% INCREASE IN RESPONSE RATE FOR PRESS RELEASES WITH PHOTOS/VIDEO 94% MORE VIEWS FOR ARTICLES WITH IMAGES THAN THOSE WITHOUT EMPLOY IMAGES
  16. F G H I FOCUS ON TOPICS THAT FILL A NICHE GET BUY-IN FROM THE TOP DOWN HARNESS THE POWER OF BLOGGING INFO-GRAPHICS COMMAND EYEBALLS
  17. Find your niche to capture attention and SEO traffic F FOCUS ON TOPICS THAT FILL A NICHE
  18. Gain everyone’s under-standing 22% OF B2B MARKETERS FOUND IT CHALLENGING and support to win GETTING EXECUTIVE BUY-IN CAN BE CHALLENGING G GET BUY-IN FROM THE TOP DOWN 21% OF B2C MARKETERS FOUND IT CHALLENGING Source: Content Marketing Institute
  19. Keep your site fresh and boost links with blog posts BLOGGING DRIVES TRAFFIC AND LEADS 67% MORE LEADS GENERATED BY B2B COMPANIES WITH A BLOG THAN THOSE WITHOUT H HARNESS THE POWER OF BLOGGING 5X MORE SEARCH TRAFFIC FOR COMPANIES THAT BLOG AT LEAST 15X/MONTH Source: Social B2B+ AND SEOmoz
  20. Infographics benefit from higher engagement and sharing GET MORE LIKES, TWEETS, SHARES, ETC. I 48% INCREASE IN VIEWERSHIP BY INCLUDING INFOGRAPHICS INFO-GRAPHICS COMMAND EYEBALLS Source: MDG Advertising
  21. J K L M JAM THAT CALENDAR KEEP IT REAL LIKES DON’T EQUAL FANS MEASURE RESULTS AND OPTIMIZED
  22. Plan and fill a calendar to ensure good content distribution 1. EFFECTIVELY UTILIZE (LIMITED) RESOURCES 2. TAKE ADVANTAGE OF ANY SEASONALITIES 3. CONSIDER YOUR PRODUCT ROADMAP 4. COORDINATE WITH OTHER DEPARTMENTS (E.G. PR) 5. ENSURE CONSISTENT COVERAGE J JAM THAT CALENDAR
  23. Keep your goals realistic and Krooted in your audience KEEP IT REAL
  24. You can’t bribe people to Lbecome fans of your brand LIKES DON’T EQUAL FANS
  25. No campaign is “one and done” M MEASURE RESULTS AND OPTIMIZE SET KPIs EARLY TO MEASURE & OPTIMIZE EFFECTIVELY 90% ARE UNSURE THAT THEIR KEY CONTENT METRICS ARE EFFECTIVE IN MEASURING BUSINESS RESULTS Source: Contently
  26. Thank you STAY TUNED FOR “ABCs OF CONTENT MARKETING (N–Z)” COMING SOON

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