Transcript Content Marketing

Content Marketing: The engagement Gigantic Power
Content Marketing: The Engagement Gigantic Power
TOC
 What is Content?
 What is Content Marketing?
 What is NOT Content Marketing?
 Why Content Marketing?
 Some Figures & Stats
 Content Marketing Challenges
 Content Marketing Process
 How to Plan for your Content Marketing
 What is Engagement?
 Content Marketing KPIs
 Final Words
So…What is Content?
What is considered online “Content”
Content
=
Something
Expressed
and where to publish?
What are online “Content "distribution channels
What is Content Marketing?
By Definition
Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to attract,
acquire, and engage a clearly defined and
understood target audience – with the
objective of driving profitable customer
action.
What is NOT Content Marketing?
Remember…”NOT” !
Selling
Advertising
Interrupting marketing
Media buying
So…
Content marketing is a
rather
than a
strategy.
Are you sure ?
Yeah…
“Consumers have shut off the oldstyle world of marketing.
They now record own a DVR to
record their favorite shows and
skip television advertising”
Instead, your customer WANTS your marketing; your
sales message is needed and even requested!
Concept Change
New!!
Un-Marketing
Stop Marketing…
Start Engaging…
Scott Stratten
Engagement
By definition is…
A marketing strategy that directly engages
consumers and invites and encourages
them to participate in the evolution of
a brand.
WIKI
Engagement
So, what can I do to engage my customers?
Branded
Web site
Optimized
web site
for mobile
phones
Do not
waste
their time
Be Keen
to get
feedback
Listen to &
study your
customers
on all
channels
Humanize
Be
Flexible
Keep It
Simple
Why Content Marketing
Because Content Marketing will...
Generate Targeted Traffic
Increase Audience & Reach
Engage Audience
Increase on-the-spot Conversion
Build Connections & Relations
Help Prospects understand You
Provide Thought Leadership
Build TRUST
+
Increase WOM
hmmm…
What about tactics?!
58%
68%
of B2B marketers
rate in-person
events as the most
effective content
marketing tactic
57%
of B2B marketers
rate newsletters as
the most effective
content marketing
tactic
of B2B marketers
rate white papers as
the most effective
content marketing
tactic
CMI
Sales
Lead Nurturing
Website Traffic
Engagement
Thought Leadership
71%
Customer Retention &
Loyalty
74%
Lead Generation
79%
Customer Acquisition
Brand Awareness
Great! Now…
What about organizational goals?
64% 64% 63% 60%
45% 43%
CMI
87%
hmmm…
and distribution?
of B2B marketers use
Social Media to
distribute content.
83% 80% 80%
61%
39%
26% 23%
7%
Instagram
Flicker
Slideshare
Pinterest
G+
YouTube
Facebook
Twitter
LinkedIn
10%
CMI
Speaking about Social Media
Did Marketers use change in 2012?
Facebook : 30 %
Twitter : 35 %
LinkedIn : 39 %
You Tube : 47 %
Increased dramatically from 2011 to 2012
What about giving you some
70%
of business decision makers say
content marketing makes them feel
closer to the sponsoring company
80%
of business decision makers prefer to
get company information in a series
of articles versus an advertisement.
Roper Public Affairs Survey
STATS…
and some other …
STATS…
62%
of companies
today outsource
their content
marketing
believe that organizations
providing custom content
are interested in building
good relationships with
them.
Mashable
61%
of consumers feel better
about & are more likely to
buy from a company that
delivers custom content.
Custom Content Council
78%
TMG Custom Media
and…
Content Marketing Institute
25%
Marketers now spend
a quarter of their
marketing budget on
content marketing.
Social media sites and blogs reach 8 out of 10 of all U.S. Internet
users and account for 23% of all time spent online
B2B Marketing Insider
some more…
What about…
Cost?
The average cost to generate a lead through:
$143
INBOUND Marketing…………
G+
$373
OUTBOUND Marketing…………………………………………………………….
Content Marketing Challenges
Here are some…
Who is my buyer
I do not have enough content
& content creator
There is a lot of channels,
which should I use
Research
key
Questions
you may ask
& Problems
you may
face:
Outsource
Your Buyer
Content Marketing Process
You can call it “phases”, I don’t mind!
1.
Research
& Plan
5. Measure
4. Promote
&
Distribute
2. Create
3. Optimize
So, How to Plan for your Content Marketing
Step 5
Know your target audience,
Preferences, triggers and
behavior.
Step 6
Know where they hang out
online - favorite platform Facebook, Twitter, YouTube….
Decide on content tactics:
articles, videos, micro-site,
podcast…
+
Step 7
Set your Goals
Step 8
Step 4
Step 3
Step 2
Step 1
Yeah! call this “Content Marketing Strategy”, I don’t mind either!
Create Exciting Content
Distribute each piece of
content to its relevant
platform
Engage consumers in
order to have them interact
with the content
Decide how you will
measure the effectiveness
- KPIs
Finally…You gotta learn about your…
KPIs
Relation & Trust
•
•
•
•
•
•
•
•
Page Rank
Inbound Links
# Fans
# Followers
# Comments
# Shares
# Mentions
Page Views
Customer Insights
•
•
•
•
•
Email open Rate
Downloads
Feedback Forms
Inquiries
Comments
•
Effective Channels
and where the money comes from…
Your Prospects!
Leads & Sales
•
•
•
•
# Inquiries about Product / Service
# Product Catalogue downloads
# Qualified Leads from specific content
Closed deals from your online channels
Hmmm…
compare KPIs to what then?
Relation & Trust
What to benchmark to?
Online Paid Advertising
Competitors’ handy figures
Last year’s figures
It’s time for a pieces of wisdom…
Okay…I’ll give you 3!
“Be yourself.
Everyone else is already
taken.” – Oscar Wilde
The most important!
Content marketing is a
commitment, not a campaign.”
– Jon Buscall
“Traditional marketing talks at
people. Content marketing talks
with them.” – Doug Kessler
and the famous one
By Bill Gates…
“Content” is KING.
wooooh…I had FUN!
Hope you did too 
Thanks for being here!
Hesham…