Nobody Pays the Bills in Social Shares - Content Marketing with Real Value by @staceycav

transcript

NOBODY PAYS THE BILLS IN SOCIAL SHARES

CONTENT MARKETING WITH TANGIBLE VALUE

Stacey MacNaught Tecmark

@staceycav

@tecmark

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

“Fluffy,” doesn’t cut it.

@staceycav

Anyone can get impressions with very little investment

@staceycav

Paid then led to a lot of organic Facebook reach

@staceycav

Which resulted in lots of

“engagement”

@staceycav

This was <<< the post

@staceycav

Lesson: People share stupid crap. And it really has no tangible value.

@staceycav

But content isn’t easy.

@staceycav

In 2010, I was a part of the team involved in delivering this disaster.

@staceycav

Yes, there’s a dinosaur on it.

@staceycav

No, I don’t know why…

@staceycav

It generated 2 links and 4 Tweets.

@staceycav

And of course, it didn’t result in anyone submitting an enquiry.

@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

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 @staceycav

But we can do better.

@staceycav

This generated links and engagement

@staceycav

But also….

@staceycav

Which resulted in…

@staceycav

Which led to…

£££ (direct and assisted bookings)

@staceycav

Content to win researchers

@staceycav

Retarget users based on which pages they viewed.

Content that generates measurable

VALUE @staceycav

A (super 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

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

Products that people want, that people choose to buy and that people anticipate.

Products people reluctantly buy because they have to have them.

@staceycav

Desire Need

Apple stuff. Designer labels. Crafty things. Status cars. (It’s not a cost thing)

Car insurance. Washing machines. Vacuum cleaners. School uniforms.

@staceycav

Where are all the sellers?!?!

@staceycav

What is the event that triggers the process that ultimately ends in the purchase of your product/service?

@staceycav

“My washing machine has broken.”

@staceycav

What’s the user’s objective at this stage?

@staceycav

“I want to fix my washing machine.”

@staceycav

What online actions might they take?

@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

http://ec.europa.eu/consumers/consumers_safety/safety_products/rapex/alerts/main/?event=main.listNotifications

Find out what related online queries people make:

Keywordtool.io

@staceycav

Answerthepublic.com

@staceycav

Faqfox.com

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 effectively.

stacey.macnaught@tecmark.co.uk