Presentation by Erin Hogg, Reporter, MECLABS, at UNF's Social Media Marketing class. This presentation explores the familial relationship of content marketing and social media. It also provides real examples and case studies of how content marketing is linked to sales and the concept of relationship marketing and establishing a life-long customer by building up company reputation and trust.

1. Content MarketingCase studies and strategies for success

2. What is content marketing?
?

3. What is content marketing?
?
Content marketing is a technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience –with the objective of driving profitable customer action.
http://bit.ly/1djEYBf

6. Why?

7. How does content marketing relate to social media?

11. MECLABS is a research institute focused on discovering what really works in marketing.
We conduct real-world experiments with companies around the world to understand why people say “yes”.
Our scientific approach provides the basis for education and training resources that help create exceptional, customer-centric marketing organizations.
About the MECLABS Institute

12. Speakers
Daniel BursteinDirector of Editorial Content
MECLABS
@DanielBurstein
Erin Hogg
Reporter
MECLABS
@HoggErin

13. What constitutes as content marketing?

14. What constitutes as content marketing?
White papers

15. What constitutes as content marketing?
Webinars

16. What constitutes as content marketing?
Case studies

17. What constitutes as content marketing?
Videos

18. What constitutes as content marketing?
Blogs

19. What constitutes as content marketing?
E-books

20. What constitutes as content marketing?
Slide decks

21. What constitutes as content marketing?
Tip sheets

22. What constitutes as content marketing?
Classes

23. What constitutes as content marketing?
Infographics

33. It’s a lot.

34. Above all else, content marketing should be:
(Mostly) free
(Mostly) non-promotional
Helpful
Educational
Shareable

35. Why content marketing?
Print
Advertising
Social
Media
Mobile
Marketing
Direct
Mail
Trade Shows
SEO
Optimization
PPC
Webinars
Email
MarketingCONTENT
0%
40%
10%
20%
30%
10%
20%
30%
DEGREE OF DIFFICULTY
LEVEL OF EFFECTIVENESS
Lead Generation Benchmark Survey
Fielded January 2012, N=1,915
MarketingSherpa
Content Callout:
Content: there is no easy button.
-Scott Abel
Content Strategist

36. http://bit.ly/15yq9Zf

37. 172% ROI
http://bit.ly/15yq9Zf

38. Measurement 20%
Golf Platform7%
Transactions5%
Government Relations6% 60%
Brand Launch2% Thought LeadershipExpertiseAdvocacyEmployer of ChoiceContent DependentActivities
http://bit.ly/19zX8k4

39. Measurement 20%
Golf Platform7%
Transactions5%
Government Relations6% 60%
Brand Launch2% Thought LeadershipExpertiseAdvocacyEmployer of ChoiceContent DependentActivities + 100% Increase in Web visits per month
http://bit.ly/19zX8k4

40. http://bit.ly/15yplDJFrom thisTo this

41. From thisBut this…80% = 30ARTICLES
http://bit.ly/15yplDJ

42. SELL

43. Free is not free
Value
Cost
The Prospect’s Mind
•What is truly free?
•Every action requires a value proposition

44. The value proposition
http://www.meclabs.com/methodology
Content Callout:
Treat your content like a product.
-Drew Davis
Brandscaping
1
3
2
Question: If I am your ideal customer, why should I engage with your content rather than any of your competitors’ content?
Prospect B
PRODUCT#3
PRODUCT#4
PRODUCT#1
PRODUCT#2
PRODUCT#3
PRODUCT#4
PRODUCT#2
PRODUCT#3
PRODUCT#4
Primary Value Proposition
Conversion steps associated with a specific product
PRODUCT#2
PROSPECT-LEVEL
PROCESS-LEVEL
PRODUCT#1
PRODUCT#1
PRODUCT-LEVEL

45. Even “free” offers require a conversion Not this

46. But thisNot this
Orientation
Small form
Single CTA
Testimonial
Quantifier
Even “free” offers require a conversion

47. But this… Not this…
Orientation
Small form
Single CTA
Testimonial
Quantifier
Start RateConversion Rate
Control
0.73%
0.73%
Treatment –Optimized
10.37%
4.76%
RelativeDifference
1,312%548%
Increase in conversion
Selling free content on the registration page increased conversion rate by 548%
548%
Even “free” offers require a conversion

48. What is the value?
Submit Comment

49. Listen to your audience
Submit Comment

50. What are we trying to communicate?
Join the conversation
Submit Comment

51. What are we trying to communicate?
Join the conversation
Submit Comment
4,357
4,278
38
50
0.87%
1.74%
Visits
Comments
Conversion

52. What are we trying to communicate?
Join the conversation
Submit Comment
4,357
4,278
38
50
0.87%
1.74%
Visits
Comments
Conversion39% Increase

53. TELL YOURSTORY

54. How to identify your story
Every customer wants two things: Eliminate the negativeAccentuate the positive
Content Callout:
Content is anything that adds value to the reader's life.
-Avinash Kaushik
Google

55. Helpwomen identify new beauty trends
Facebook
395,440 likes
842 people talking about this
Twitter
782K followers
Company: Beautylish
Industry: Beauty
Project: Brand journalism
http://bit.ly/18PBt4s

56. Help people learn about wine
154% lift in organic traffic
50% increase in monthly email opt-ins
153,535 Facebook likes
Company: Wine Enthusiast
Industry: Wine retailer
Campaign: Product education
http://bit.ly/1tjGlqm

57. Help marketers improve their ecommerce efforts
Help ecommerce marketers see where they stand, and insights for improvement.
Company: MarketingSherpa
Product: Ecommerce Success Score Survey
http://bit.ly/1vx8P2k

58. Help people learn about big data
291% increase in social referral traffic
151% increase in organic search
269% increase in average time spent on the website
Company: IBM
Industry: Data
Campaign: Content to help people understand big data and analytics
http://bit.ly/1f5DQqH

59. Focus on the audience and the message …
NOT THE
MEDIUM
Content Callout:
Content marketing is all about telling a compelling story.
-Joe Pulizzi
Content Marketing Institute

60. STOP ATNOTHING

61. http://bit.ly/WhyContent

62. We don’t want to give away our secretsWe don’t want to give away our content for free
Three content marketing barriersWe don’t have time to produce quality content

63. We don’t want to give away our secretsWe don’t want to give away our content for free
Three content marketing barriersWe don’t have time to produce quality content

64. MarketingSherpa example

65. MarketingSherpa example

66. MarketingSherpa example

67. MarketingSherpa example

68. MarketingSherpa example

69. MarketingSherpa example

70. MarketingSherpa example

71. MarketingSherpa example

72. MarketingSherpa example

73. MarketingSherpa example

74. We don’t want to give away our secretsWe don’t want to give away our content for free
Three content marketing barriersWe don’t have time to produce quality content

75. 2012 Lead Generation Benchmark Survey: Fielded January 2012, N=1,915
Marketers’ expected changes to channel budget3% 4% 6% 9% 13% 14% 14% 19% 23% 24% 27% 29% 17% 19% 17% 29% 32% 33% 38% 44% 39% 44% 46% 45% 59% 59% 60% 57% 49% 52% 46% 32% 37% 30% 24% 23%
Print advertising
Tradeshows
Direct mail
Webinars
Paid search (PPC)
Mobile marketing
Marketing…
Email marketing
Content marketing
SEO
Social media
Website…
Increase greatly
Increase slightly
No change62% Increase

76. $4.2
BILLION

77. $3.9
BILLION

78. $2.9
BILLION

79. $2.5
BILLION

80. You pay with help, you receive attention and trust
Your
Company
Customers
Share of Mind
Trust
Content
Relevant
Helpful
Entertaining

81. We don’t want to give away our secretsWe don’t want to give away our content for free
Three content marketing barriersWe don’t have time to produce quality content

83. Real content marketing adds value for the customer, no matter the topic
http://bit.ly/19zX8k4
Content Callout:
Be the best answer.
-Lee Odden
TopRank Marketing

84. Real content marketing adds value for the customer, no matter the topicWe tell potential customers, ‘You know what, fiberglass might not be for you. And that’s OK, we’re going to figure it out together.’ –Marcus Sheridan“ “
http://bit.ly/19zX8k4

85. Top takeaways
Sell your “free” content
Tell your story
Stop at nothing
Content Callout:
Content isn't King; it's the Kingdom.
-Lee Odden
TopRank Marketing

86. We are currently looking for key players in: Visit MECLABS.com/CareersSales & MarketingVideo EditingResearch & DataContent

87. Questions?

88. Thank you!
Daniel BursteinDirector of Editorial Content
MECLABS
@DanielBurstein
Erin Hogg
Reporter
MECLABS
@HoggErin

89. Additional Resources
Blog Case Study: Three Lessons Learned from a 232% Increase in Visitshttp://contentmarketinginstitute.com/2010/08/blog-case-study-increase-visits/
Selling Free Content: Why Seth Godin never gives anything away for freehttp://www.marketingexperiments.com/blog/marketing-insights/free-content-value-exchange.html
Content Marketing and SEO: The world doesn’t need another blog post http://sherpablog.marketingsherpa.com/search-marketing/customer-focused-content-marketing/
Content Marketing: 3 tips for how to get started http://sherpablog.marketingsherpa.com/inbound-marketing/content-marketing-getting-started/