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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

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So…What is Content? Content=

Something Expressed• Article

• News• Video• Game• Info graphic• Web site• Micro Site• Digital Magazine• Blog & micro-blog• App• Forum• Contest

What is considered online “Content”

• Photo Albums• Music Albums• Comment• E-newsletters• Whitepapers• eBooks• Webinars• Case Studies• Virtual events• Demos• Digital Profiles• Surveys

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• Emails & Newsletters

• Website

• Social Media

• Content Syndication –RSS

• Online Events

• Digital Press

• Podcasts

• Search Engine Marketing

and where to publish?What are online “Content "distribution channels

Som

e c

hannels

…

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What is Content Marketing?

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.

By Definition

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What is NOT Content Marketing?Remember…”NOT” !

SellingAdvertisingInterrupting marketing Media buying

Content marketing is a rather than a strategy. 

PullPush

So…

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Concept Change

Un-MarketingStop Marketing… Start Engaging…

Scott Stratten

New!!

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EngagementBy definition is…

A marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand.  WIKI

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Humanize

Be Flexible

Keep It

Simple

Listen to & study

your customers on all

channels

Optimized web site for mobile phones

Do not waste their time

Be Keen to get

feedback

Branded Web

site

EngagementSo, what can I do to engage my

customers?

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Why Content MarketingBecause Content Marketing will...

Build TRUST

Generate Targeted Traffic

Increase Audience & Reach

Engage Audience

Increase on-the-spot Conversion

Build Connections & Relations

Provide Thought Leadership

Increase WOwHelp Prospects understand You

+

You are giving your prospects information for free this helps them trust you more, spend more time with your content reading or watching and even share it with their networks helping it spread more

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hmmm…What about tactics?!

of B2B marketers rate newsletters as the most effective content marketing tactic

58%68%

of B2B marketers rate white papers as the most effective content marketing tactic

of B2B marketers rate in-person events as the most effective content marketing tactic 57%

CMI

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Bra

nd

Aw

are

ness

Cu

sto

mer

Acq

uis

itio

n

Lead

Gen

era

tion

Cu

sto

mer

Rete

nti

on

&

Loyalt

y

Th

ou

gh

t Lead

ers

hip

En

gag

em

en

t

Web

sit

e T

raffi

c

Lead

Nu

rtu

rin

g

Sale

s

79% 74% 71% 64% 64% 63% 60%45% 43%

Great! Now…What about organizational goals?

CMI

12Lin

ked

In

Tw

itte

r

Faceb

ook

You

Tu

be

G+

Pin

tere

st

Slid

esh

are

Flicker

Insta

gra

m

83% 80% 80%

61%

39%

26% 23%

10% 7%

87%of B2B marketers use Social Media to distribute content.

hmmm…and distribution?

CMI

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Speaking about Social MediaDid Marketers use change in 2013?

Increased dramatically from 2013 to 2014

You Tube : 47 %

LinkedIn : 39 %

Twitter : 35 %Facebook : 30 %

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What about giving you some STATS…

70% 80%of business decision makers prefer to get company information in a series of articles versus an advertisement.

of business decision makers say content marketing makes them feel closer to the sponsoring company

Rope

r Pub

lic A

ffairs

Sur

vey

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and some other …STATS…

of companies today outsource their content marketing

62%Mashable

61%

78%believe that organizations providing custom content are interested in building good relationships with them.

of consumers feel better about & are more likely to buy from a company that delivers custom content.

Custom Content Council

TMG Custom Media

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and…some more…

25%Marketers now spend a quarter of their marketing budget on content marketing. B

2B

Mark

eti

ng Insi

der

Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for 23% of all time spent onlineC

onte

nt

Mark

eti

ng Inst

itute

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What about…Cost?

G+

The average cost to generate a lead through:

$143

$373

INBOUND Marketing…………

OUTBOUND Marketing…………………………………………………………….

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Content Marketing ChallengesHere are some…

Who is my buyer

I do not have enough content

& content creatorThere is a lot of channels, which should I use

Questions you may ask & Problems you may face:

key

Research

Your Buyer

Outsource

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Content Marketing ProcessYou can call it “phases”, I don’t mind!

1. Research& Plan

2. Create

3. Optimize4. Promote& Distribute

5. Measure

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CONTENT MARKETING PROCESS

Research

• Industry Trends

• Industry data• Target

Audience

Create

• create a content that appeals to your target audience

Optimize

• Content for each distribution channel and make it ready for SEO

• Target Audience

Promote and Distribute

• Develop your calendar

• Publish on selected channels

Measure

• Use your KPIs for measuring results

• Measure effectiveness

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So, How to Plan for your Content Marketing Yeah! call this “Content Marketing Strategy”, I don’t mind either!

Set your Goals

Know where they hang out online - favorite platform - Facebook, Twitter, YouTube….

Decide on content tactics: articles, videos, micro-site, podcast…

Know your target audience, Preferences, triggers and behavior.

Ste

p 1

Ste

p 2

Ste

p 3

Ste

p 4

Create Exciting Content

Engage consumers in order to have them interact with the content

Decide how you will measure the effectiveness - KPIs

Distribute each piece of content to its relevant platform

Ste

p 5

Ste

p 6

Ste

p 7

Ste

p 8

+

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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

Finally…You got to learn about your…KPIs

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Leads & Sales

• # Inquiries about Product / Service• # Product Catalogue downloads• # Qualified Leads from specific content• Closed deals from your online channels

and where the money comes from…

Your Prospects!

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Hmmm…compare KPIs to what

then?Relation & Trust

What to benchmark to?

Online Paid Advertising Competitors’ handy figures Last year’s figures

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It’s time for a pieces of wisdom…Okay…I’ll give you 3!

“Be yourself. Everyone else is already taken.” – Oscar Wilde

“Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler

Content marketing is a commitment, not a campaign.” – Jon Buscall

The most important!

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and the famous oneBy Bill Gates…

“Content” is KING.