Transcript Document

Solutions by
Travel Portland Seminar
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Winning with Marketing Strategies to Help Your Business Grow
Who is Josh Frickle?
• Majors/National Account
Executive: Travel
• 6 years at Advance/Oregonian
Media Group
• 2 years at Yahoo
• Favorite places to visit: Montana,
Oregon and Tokyo, Japan
• What you will learn today: How to
develop a strategic content
marketing strategy
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What is Content Marketing?
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Content Marketing is the creation and distribution of content intended
to engage a clearly defined and understood target audience in order to
drive profitable customer action.
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Different types of Content Marketing?
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Website pages
Blogs
Videos
Press Releases
Social – Facebook, Twitter, G+, Trip Advisor, Yelp
Printing/framing articles in your office/location
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What Does Advance + Oregonian Media
Group know about Content Marketing?
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Advance Local Markets + Condé Nast
More than
480m
More than
51m
monthly pageviews
monthly unique
visitors
More than
More than
1st & 3rd party
cookies
digital ads served
annually
2.7b
38b
Source: 1. comScore, September 2014; 2. Lotame 2014
Rank
8TH-LARGEST
ONLINE PUBLISHER
Advance Digital ranks well
above MSN Network, US News,
Associated Press and Atlantic
Media.
Source: comScore, Ranked List: News/Information – General News,
December 2014.
Property
Unique
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Visitors
(000)
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Yahoo-ABC News
Network
123,568
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CNN Network
100,562
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NBC News Digital
92,925
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CBS News
82,591
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BUZZFEED.COM
76,849
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USATODAY Sites
73,500
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FOXNEWS.COM
51,820
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Advance Digital
41,370
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Time.com Sites
36,319
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ELITEDAILY.com
33,338
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Why is Content Marketing Important?
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Does Content Marketing Really Work?
41%
of people are more likely to
express an intent to buy
when looking at web pages
with branded or sponsored
content.
This same percentage of people
are more likely to share
sponsored content on social
media sites when they read it on
a reputable third party site such
as OregonLive vs. brand sites.
Source: Adweek, “Branded Content Moves the Needle, per Forbes”, Oct.
21, 2013. Research by IPG Media & Forbes Media
Source: ADWEEK - “Branded Content Moves the Needle, per Forbes”, October 21, 2013
Research done by IPG Media and Forbes Media
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70% of Internet Users Would Rather
Read About a Brand Than See an Ad
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Buyers expect to be entertained with stories as they get
educated.
Buyers look for content personalized to them and their
contextual needs.
78% of consumers believe that organizations providing
custom content are interested in building good
relationships with them.
61% of consumers say they feel better about
a company that delivers custom content
and are more likely to buy
from that company.
Source: Inc., “Marketing Trend: Shift to Native Advertising Explained,” April
2014; IDG Connect North American IT Buyer Survey, TGM Custom Media,
Custom Content Council.
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How does Content Marketing fit into your
Digital Mix?
Did you know?
Fun Fact #1
• 65% of people
use Social Media
+ Content to
“inspire them to
decide on taking
a vacation!”
Source: Google “Road to Discovery” Study
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Did you know?
Fun Fact #2
• 57% of leisure
travel start with
a Google search
first!
Source: Google “Road to Discovery” Study
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• SEO: Google LOVES content. They use
content in their search algorithms to
see how reliable a web page is. The
more content your website has, the
greater your SEO hygiene will be. In fact,
33% of organic search clicks go to the
first result.
• SEM: Content Marketing can help
inspire someone to google your name
and industry where they will see your
ad. Nearly 50% of marketers spend
10% of their budgets on content.
• Social Media: Content is KING in social
media. The more relevant content you
have, the more followers you will have.
75% of all internet users have at least
one social media account!
Source: Yahoo Small Business, “83 Exceptional Social Media & Marketing Stats for 2014.”
Consider
Bond
Travel Customer
Advocate
Evaluate
Journey to Purchase
Experience
Buy
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Examples of Companies Using Content
Marketing Effectively
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PR… Yes! The Best Content is when
Someone Else is Advocating for you!
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Nobody likes the cheesy guy bragging about himself!
A solid content strategy involves leveraging your brand’s Hero’s
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How to Engage Traditional Media
Outlets in the Digital World:
• Journalist are SOCIAL!
• Account Executive are friends! They can give you incite into upcoming stories
and if the writers are in house.
• Follow, like, comments on writers’ pages, send relevant feedback on the topics
they discuss
• Writers may decide to follow you on social media if you are replying with
interesting content
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How to Engage Bloggers, Yelp Reviewers,
and Trip Advisor Brand’s Hero's’:
• Ask positive reviewer if you can use their posting on your website and social media
• Connect with brand advocates and ask if they would visit your establishment
• Remember… Not all reviewers are created equal!
• Trip Advisor
• Reviewer
• Senior Reviewer
• Contributor
• Senior Contributor
• Top Contributor
Important Notes to Drive Home
• People HATE being sold to, but they LOVE to buy. A Content
Marketing strategy can help reassure the prospective
client
• ENGAGE with both traditional media outlets and online
brand advocates
• Think of ways to get as much bang for your buck. Place
your content in as many places as possible
• Always ask yourself, “Would I think this is interesting to
read?”
• Google wants content, your customers want content, your
boss wants content.
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WHO HAS TIME TO CRAFT A STORY?
Oregonian Media Group offers two types of content marketing solutions:
• Sponsored Content: Editorial-style content authored by Oregonian
Media Group and housed on OREGONLIVE
• Branded Content: Advertiser-branded content for use on your website,
social pages or third-party sites
• Social Media Optimization: Create stories for your brand multiple
social media outlets
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