Dr. Dave Chaffey and Smart Insights: Plan, Manage, Optimise:Preparing for Content Marketing in 2014, B2B Marketing Annual Conference.
This presentation wasn't created by me but by Smart Insights and Dr Dave Chaffey I am just sharing it due to its useful content and insightful guides.
www.smartinsights.com/b2bconf
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Dave Chaffey: Preparing for Content Marketing 2014: Plan, Manage and Optimise.
1. 1@DaveChaffey #b2bconf
Plan, Manage, Optimise:
Preparing for Content
Marketing in 2014
B2B Marketing Annual Conference
November 7th 2013
Dr Dave Chaffey
www.smartinsights.com/b2bconf
2. 2@DaveChaffey #b2bconf
About Dave Chaffey
About Dave Chaffey
• A professional trainer
in E-marketing since
1997
• Author of 5 bestselling
marketing books now
in their 4th and 5th
edition
• Manages
SmartInsights.com a
marketing advice site
with paid members in
over 50 countries
• Insights Director at
agency ClickThrough
Marketing
3. 3@DaveChaffey #b2bconf
Trend 1: A planned, strategic approach
Questions
Plan?
Strategy?
Objectives?
Control
through
analytics?
www.PRSmith.org
Details: Smart Insights
10. 10@DaveChaffey #b2bconf
Trend 2. Integrating content into the brand experience
Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
Inc Social Media
OVP = Online Value Proposition
= Brand Adding Value to Audience
= Brand Positioning
Help me do my job / live my life
Help me develop / learn
Help Make me look good
Help Entertain Me!
Help me Select and Use Products
MAKE YOUR SITES A DESTINATION
http://bit.ly/smartovp
Not just campaigns….
20. 20@DaveChaffey #b2bconf
Trend 5. Smarter Evaluation
Q. Do we have the right performance criteria?
V Q V C
Volume:
Desktop/Tablet/Smartphone
Unique visitors
Visits
Page views
Quality:
Desktop/Tablet/Smartphone
40% bounce rate
5% conversion rate
Value
Desktop/Tablet/Smartphone
Number of sales or leads
Average order value or selling price
Goal value per visit > Page value
Revenue per visit (E-commerce) > Page value
Cost
Desktop/Tablet/Smartphone
Cost per thousand (CPM)
Cost per click (CPC)
Cost per acquisition (CPA)
Cost per sale (CPS)
33. 33@DaveChaffey #b2bconf
Influencer outreach – key
questions…
Do we invest enough time in this?
Who is responsible for this?
What is our process for influencer marketing?
How do we segment influencers?
How do contact priority influencers?
How do we measure success?
How do we scale this?
Tools to manage?
36. 36@DaveChaffey #b2bconf
Social Networks
Direct social messages
Email
Blog
Search
PDF
Slideshare
Long form interviews
Single images
Contribute
Download
Subscribe
Share
Attend Conference
Example: Discover – Consume - Act
All Content & Promotions Consider:
“Findability”
“Engagement”
“Shareability”
37. 37@DaveChaffey #b2bconf
1. Created Demand
2. Dominated SERPs
3. Event Awareness
4. Registrations, Sessions
43k ebook views - 6 days
1k+ PDF downloads
5k views interviews
500+ social shares
100+ inbound links
38. 38@DaveChaffey #b2bconf
You're a secret agent on a mission and you're
having a rendezvous with your agency contact after
pulling a dangerous undercover operation.
You now have a coveted secret. A content
marketing secret.
What secret for achieving success with content
marketing will you share? The content marketing
world depends on it!
One Clever Question
Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).
Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).