Post on 08-Jan-2017
transcript
NOBODY PAYS THE BILLS IN SOCIAL SHARES
CONTENT MARKETING WITH TANGIBLE VALUE
Stacey MacNaught Tecmark @staceycav
Surprisingly few people really “get” content marketing.
@staceycav
What my friends think I do…
@staceycav
What my friends think I do…
@staceycav
“You get paid to mess around on Twitter all day, don’t you?”
What my Mum thinks I do…
@staceycav
What my Mum thinks I do…
@staceycav
“Something to do with Google or something?”
What my Nan thinks I do…
@staceycav
What my Nan thinks I do…
@staceycav
“Computers.”
But it’s not just our parents and grandparents who are confused about it.
@staceycav
So are the clients/bosses paying the wages and the bills.
@staceycav
@staceycav
@staceycav
This doesn’t cut it…
@staceycav
@staceycav
In 2010, I was a part of the team involved in delivering this disaster.
@staceycav
@staceycav
@staceycav
“WTF is that?” I hear you ask…
@staceycav
That is Photoshop vomiting on some boring content.
@staceycav
We called it an “infographic.”
@staceycav
Yes, there’s a dinosaur on it.
@staceycav
No, I don’t know why…
@staceycav
We spent a whole month of our client’s budget on it.
@staceycav
And generated 2 links and 4 Tweets.
@staceycav
And of course, it didn’t result in anyone submitting an enquiry.
@staceycav
@staceycav
It was as embarrassing as Boris…
Fast forward a few years
@staceycav
(and a lot of trial and error)
We’re delivering links on quality and quantity.
@staceycav
@staceycav
Garden and home security survey
@staceycav
British Business Dreamers Survey
@staceycav
We can correlate links with an improvement in rankings, traffic and sales.
@staceycav
@staceycav
But we can do better.
@staceycav
But we can do better
When we stop thinking of content as a channel of its own
@staceycav
And start looking at it as a tool to improve the efficiency of other channels.
@staceycav
@staceycav
@staceycav
This generated links and engagement
@staceycav
But also….
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Which resulted in…
@staceycav
Which led to…
£££ (direct and assisted bookings)
@staceycav
@staceycav
Content to win researchers
@staceycav
Won visits through organic, social and low cost PPC
@staceycav
Retarget users based on which pages they viewed.
@staceycav
Lower CPA by up to 75%.
Content that generates measurable
VALUE @staceycav
A SIMPLIFIED VERSION OF THE JOURNEY TO
PURCHASE @staceycav
And it’s here that I believe a ton of opportunity lies
CONSIDERATION WHERE CONTENT BECOMES A MORE DIRECT REVENUE DRIVER
@staceycav
@staceycav
This is all about research
@staceycav
It’s not just about understanding who the customer is and what they want.
@staceycav
We have to understand the scenarios that put your customer potentially in the market for your product
@staceycav
Desire Need
@staceycav
Desire Need
What makes someone want your product or service?
What has happened to make the user need your product
@staceycav
@staceycav
What is the event that triggers the process that ultimately ends in the purchase of your product/service?
1.
@staceycav
“My washing machine has broken.”
@staceycav
What’s the user’s objective at this stage?
2.
@staceycav
“I want to fix my washing machine.”
@staceycav
What online actions might they take?
3.
@staceycav
Plan content around the triggers that begin the consideration process
@staceycav
And content to meet needs or overcome problems at each stage through to purchase.
@staceycav
Survey your customers about triggers
@staceycav
A trigger for a new purchase in almost all product areas is a product recall
@staceycav
http://www.tradingstandards.uk/advice/advice-recall-list.cfm
@staceycav @staceycav
@staceycav @staceycav
http://ec.europa.eu/consumers/consumers_safety/safety_products/rapex/alerts/main/?event=main.listNotifications
Find out what related online queries people make:
@staceycav @staceycav
Keywordtool.io
@staceycav
Answerthepublic.com
@staceycav
Faqfox.com
@staceycav @staceycav
Your call centre team!
@staceycav
Use PPC to promote content cost effectively
@staceycav
Nobody’sbidding
@staceycav
Nobody’sbidding
@staceycav
Nobody’sbidding
Don’t expect conversions here.
@staceycav
And don’t expect people to just remember you when they are ready to convert.
@staceycav
Retarget effectively.
@staceycav
Measure. Attribute. Learn. Adjust.
@staceycav
stacey.macnaught@tecmark.co.uk