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57% of purchase decision complete before customer even calls a supplier

CEB Research 2013

B2B Research

67% of buyer’s journey done digitally. (On-line searches are executives first course

of action) SiriusDecisions 2013

INBOUND vs. OUTBOUND

Instead of buying ads, spending

money on promotions, or

“interrupting consumers”, inbound

marketing focuses on creating

educational content that pulls

people toward your website where

they can learn more about your

product and/or service on their own

accord.

WHAT IS INBOUND MARKETING?

Listen Communicate Teach Help/Solve problems - Marcus Sheridan (The Sales Lion)

Marketing:

Not about ourselves but solving problems

Inbound marketing is a philosophy

based on the truth that people’s

consumption habits have changed

over the past 5-10 years.

INBOUND AS A PHILOSOPHY.

Why Content

Not talking just traditional content

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Source: Socialtimes.com

We consume content in many ways

Wearable technology

Consume content in our car

With so much content our attention spans are

getting shorter

c o n t e n t m a r k e t i n g i n s t i t u t e . c o m

Demand  for  our  a,en-on  

•  1977  –  560  messages  a  day  

•  1997  –  3,000    messages  a  day  

•  2013  –  13,000  messages  a  day  

How do we get people to pay attention?

Buy our products?

Use our services?

Stop talking about ourselves

And give our audience what they want

VCRs. Caller ID. DVRs. The Do Not Call list. Spam software. Broadband internet. Smartphones. Social media.

This changed everything. }

Spray and pray should only be for video games

Ads vs. Content

Give them content that is:

USEFUL, compelling, relevant, VALUABLE, entertaining

So they become smarter

Share with their networks

And we can grow our audience

“Content marketing is the process of developing and sharing relevant, valuable and engaging

content to a clearly defined audience with the goal of acquiring new customers or increasing

business from existing customers.”

“Your clients/customers/audience don’t care about you, your products or your

services. They care about themselves, their wants, their needs.

“If we, as a business, deliver consistent,

ongoing valuable info to our audience they will reward us with their business and

loyalty”

“When we look back in four years time the pay off will be that we didn’t rely on the boom and bust of an ad campaign.,’…‘From our results a content first approach is the strongest way to win, and our legacy [from this World Cup] is the followers we can continue the conversation with” Tom Ramsden, Global Marketing Director – Football, Adidas

- Content marketing generates 1.1B impressions a year and - 4x better ROI than even targeted advertising Julie Fleisher, Director of Data, Content and Media– Kraft Foods

Not just big brands

Not just B2C but B2B as well

Demand Metric Infographic Content Marketing Statistics 2013

http://www.demandmetric.com/content/content-marketing-infographic

Content marketing NOT about promoting ourselves,

products, or services

It’s all about our audience

Our focus on content:

1. Build our audience organically

2. Establish long-lasting connections and relationships

3. Become an authority in our field

Great SEO Is No Longer Just “SEO”

Keywords Links

Crawl Rankings

SEO in 2004

Rand Fishkin Moz | @randfish | rand@moz.com    

Great SEO Is No Longer Just “SEO”

Keywords

Links

Crawl

Rankings

SEO in 2014 Social

Content

Design & UX

Speed

Accessibility

Email

Press & PR

CX

Webspam

Mobile

Internationalization Localization

Rand Fishkin Moz | @randfish | rand@moz.com    

Best possible answer to searcher’s question

We want to become our own media publisher

Technology allows all brands to be publishers

Total consumer control +

Decreased technology barrier

= Primed content marketing environment

Becoming a media platform more effective than traditional

marketing and advertising

Important to own your assets than use rented land

Exclusively publishing content about your products and services

c o n t e n t m a r k e t i n g i n s t i t u t e . c o m

What  Business  Are  You  Really  In?  

Tradi-onal  Marke-ng  Message:  We’re  the  leading  organiza=on  in  North  America  focused  on  marke=ng  analy=cs,  op=miza=on  and  automa=on.    Brand  Story:  We  empower  marketers  to  do  their  jobs  beIer  and  with  less  effort.    

Turn casual readers to loyal ones with the objective of driving a profitable action

Distribution

Content ignition

Measurement

Example: Cultural events story

Amplified through:

Stats from 3 days: Impressions: 45,000+ Engagements: 1000+ Read post: 400+ (Google Analytics – Frequency) Retweets: 20 Favourites: 10 Post Likes: 29 Post shares: 11

Stats continued: Twitter followers from post: 12 Facebook followers from post: 12 Blog subscribers from post: 4 Conversation rate: 1%

“Not just about acquiring customers but rather developing:

Passionate subscribers to our brand!

What content to produce?

Blog posts videos images infographics e-books Print publication whitepapers podcasts slideshare (presentations) and more…

Give our audience what they want

Content marketing not a campaign

What’s next?

THE METHODOLOGY: HOW INBOUND WORKS.

Questions equals content!

Listen Communicate Teach Help/Solve problems - Marcus Sheridan (The Sales Lion)

Strategy

PERSONAS:

Broker Becky

Let’s connect:

@karlyeh721 www.linkedin.com/in/karlyeh